What is the position of the coffee bank of China Merchants Bank?

Recently, China Merchants Bank has launched an innovative cooperation with Caffebene, South Korea's largest coffee chain brand, and the two sides will launch coffee banks in China in the future. The coffee bank of China Merchants Bank has once again explored the possibility of retail operation of the banking industry, and has become another form of network expansion of joint-stock banks.

In a sense, coffee bank is also a kind of community bank that most domestic banks are trying at present. however, unlike ordinary community-based banks, China Merchants Bank has opened community banks into coffee shops this time. Combine financial services with specific business forms. Judging from the development trend of the banking industry, the "retail operation" of banks in the future will become a brand-new attempt.

What is the "retail" operation of banks?

The banking industry is an important instrument of the country, which undertakes the financing and credit investment of the whole national economy. after the stripping and reorganization of non-performing assets from 1999 to 2000, the banking industry has entered a channel of rapid development and has become the largest industry of financial assets. In theory, banking bosses are accustomed to using wholesale thinking to do specific business, in the face of a long-term shortage of credit market, accustomed to project credit, batch credit, and use standardized processes and means to control risks.

This has also led to a phenomenon in China's current financial system: under the long-term control of interest rates, corporate business uses project credit and trade financing, combined with the progress of industrial development, using business docking similar to B2B to achieve the growth of bank credit scale and the rapid expansion of assets. In addition, in the financial market business, we can also realize the capital flow of banks and other financial forms through capital and bill business. In this way, the dominance of funds is gradually precipitated by strong enterprises and groups, while it is very difficult for small and medium-sized enterprises and individuals without credit history to obtain funds in this way.

The retail operation of banks is to break this channel which simply relies on bulk ways to obtain profits, and disperse the bank channels and product marketing to each specific consumption format, that is, retail format. The characteristic of retailing is that banks become a part of the retail chain, rather than the role of a simple provider of funds detached from a certain industry. The best way to integrate this retail idea is to dock with a certain format in the entity, directly transform a certain retail format into the retail business of the bank, and cultivate the retail soil of the bank.

Compared with the large project business, the improvement space given to the bank by the retail business lies in the future, that is, to provide a well-resourced customer base for the future transformation of the bank. This has something to do with the interest rate marketization that has been opened at present. The deposit-loan interest rate gap of banks is bound to narrow in this round of marketization, and even directly threaten the viability of some small and medium-sized banks. Retail operation can broaden the sources of income of banks, extend the chain of financial services, and integrate financial services into retail formats. Comprehensive financial services can be provided through bank cards, microfinance, financial products, electronic banking and ancillary payment, settlement, marketing, integration and other aspects.

What is the position of Coffee Bank of China Merchants Bank?

According to the description on the website of China Merchants Bank, in 2014, China Merchants Bank will not only continue to cooperate with you in the field of settlement and receipt of coffee, but also make more in-depth exploration in coffee bank outlets cooperation, preferential merchants, customer preferential activities, small and micro financial products and so on. Among them, the two sides give full play to their respective channel advantages for the first time, "move" the bank into the coffee shop, and create a new coffee bank model. Coffee bank will change the traditional service environment of the bank, bring the coffee shop leisure, relaxed atmosphere and coffee culture to the bank outlets, and bring different perception and experience to customers.

For coffee to accompany you, the bank's financial service is equal to a kind of value-added service, especially for business people with high-end financial management and value-added needs. As for banks, if they integrate into a specific retail format, they can directly find the financial service demand of the retail format, and design the financial products of the subdivided industry. after maturity, they can be promoted in the industry as a financial service feature.

The financial services of banks do not need to cover all types of business, which is also the weakness of traditional Chinese commercial banks, not only the same business, but also more or less the same mode of operation. If China Merchants Bank can take advantage of this opportunity to cooperate with you with coffee to change the service orientation of the whole bank and make features in the differentiated services, then the retail characteristics of the bank will be more obvious.

From the perspective of the current transformation and development of commercial banks, how banks bypass e-commerce, social networking and other large-flow platforms to obtain their own customer channels has become the main task in the short term. Because the bank is the concept of direct selling bank introduced by e-commerce, credit card mall and Minsheng, it can not be compared with the traditional e-commerce finance in terms of user stickiness and frequency, the online service of the bank is more of the back-end capital supply and customer service, but does not have the core competitiveness in the direct c side. Under the impact of Alipay Wallet, WeChat Pay and other mobile online payment concepts, the danger of banks being backstage by Internet channels is increasing, and the traditional offline channel of banks is a feasible way to expand channels at present.

It is precisely because of this that community banks, which are enthusiastic of major banks some time ago, are also trying to extend their frontier service ports, access to life, business and convenience links, and send the bank's financial services to the direct C end. I hope to establish my own customer relationship management and marketing channels in this way, and to establish a direct channel for banking products and services. In terms of the current situation that offline financial services are not fully saturated, the establishment of fast and convenient community financial services and business area financial services has certain advantages, and it is also powerful to change the impression of poor banking services and low efficiency.

The alternative operation of the coffee bank?

The task carried by the coffee bank lies in the extension of banking services and the acquisition of customer access, and to some extent, it can carry out part of the product marketing business of traditional outlets. However, in terms of management and operation, this special bank should learn from the ideas of the retail industry, rather than using the deposit and loan assessment ideas of banks to manage. In the bank's way of thinking, each branch network is an independent assessment unit, how many deposits to pull in a year, what standard the quality of the loan scale should be, how many financial management should be sold, how many mobile banks should be developed, and so on. This way of complete performance and profit assessment is not suitable for community banks and coffee banks, at least in the early days.

Why? Retail, including online and offline retail, is completely different from banks in the logic of business development. Bank is an industry of operational risk, so it is necessary to measure the cost of capital and available income before the business is carried out, and to assess the profit through internal FTP pricing, and if it does not meet the requirements, it may not do so, so as not to cause a burden on non-performing assets.

For the retail industry, the customer is the greatest benefit, for the stability of customers and the integrity of the channel, even short-term payment is not hesitant, the fierce competition in the retail industry will finally be summed up in the following points: customers, traffic, value-added services. Its business process is changed according to customers' behavior and consumption habits, and retail caters to consumers. If this ability is lost, the transfer of customers will become a norm. If coffee banks want to enter the retail business circle, they must accept this change and do more sinking services to cater to consumers.

In terms of business processes and system settings, this kind of banking service, which is grafted into a specific commercial form, should give customers more experience and choice, and the order of the front, middle and backstage of the bank should be foreground demand-driven, middle and background demand matching. this will pose a great challenge to the existing operation mode and ability of the bank. Retail is an industry with tedious services and complex products, and the products of banks are basically standardized. Banks need to make more systematic optimization and combination in the background to meet the needs of all kinds of retail finance in the front end. do a good job of standardization at the same time do a good job of personalized service.

Is there a threshold for supervision?

Judging from the current expression, the coffee bank is actually a kind of community bank. The CBRC has previously issued a document clearly standardizing the layout of community bank outlets, including licensed operation, manned and unmanned models, and resource matching in accordance with the region, as follows:

1. Licensed operation: document No. 277 requires that local banking regulatory bureaus shall only be responsible for the preliminary examination of the applications of community banks under their jurisdiction, which shall be submitted to the CBRC after the preliminary examination. The establishment of community branches and small and micro branches shall comply with the relevant administrative examination and approval procedures and carry out licensed operation.

2. Model orientation: community banks are divided into two models: "manned" and "unmanned", rather than the "three categories" widely spread in the industry before. Among them, "some" outlets must be licensed, "unmanned" must be self-help, there is no intermediate form.

3. Regional restrictions: small and medium-sized commercial banks should carefully investigate and analyze the financial needs of different regions, and set up according to local conditions according to different regional scale, number of effective customers, customer consumption capacity, consumption habits and so on.

Since it can be summarized as a community bank, it is necessary for China Merchants Bank to obtain the approval of the local banking supervision bureau to set up a community banking service based on coffee service. However, from the perspective of supervision, due to the suspension of Minsheng Bank's community banks in the early stage, the CBRC holds a safe and cautious attitude towards the supervision of community banks. Of course, due to different levels of supervision in different places, the openings of community banks are not completely closed, and regulators only emphasize licensed operation, not closure. Even if they do not get the qualification of a community bank in the end, they can be turned into an unmanned self-service bank, waiting for the relaxation of regulatory policy.

It is understood that at present, China Merchants Bank is building a coffee bank network experience area in the coffee store with you, and it is not equipped with bank personnel. At present, the two sides are only initiating cooperation, and after the approval and approval in the future, the new coffee + bank outlets will be opened to the outside world. This is also in line with the previous regulatory analysis, China Merchants Bank's idea should be to build, while equipped with equipment, at the same time apply for reporting to the supervision, if passed, then send bank staff, so that the service quality and connotation can be richer; if it fails, it will first be set up as a self-service bank, relying on self-service equipment to carry out services.

Of course, there is reason to believe that this channel reform of banks will eventually enter the scope of the daily work of regulators. Offline community banks, various types of retail banks, and online direct selling banks will all become the channel extension of banks in the future. and the real banking service will become the mode of system backstage + channel extension, and the business process of CCTV will be integrated.

Coffee bank, full of retail flavor, this channel reform attitude is worthy of recognition. However, whether this smell can become a lasting aftertaste depends on whether banks really absorb the practices of the retail industry to carry out process reengineering of financial services.

-- Source: Tiger smell