As the most basic "combat unit" for commercial banks' business management, its market competitiveness level has a significant impact on the overall operating quality and efficiency of commercial banks. The ICBC Foshan ICBC (hereinafter referred to as "Foshan ICBC") focuses on the implementation of the provincial bank strategy, and actively explores and coordinates the improvement of outlet competitiveness in terms of digital operations, characteristic construction, lightweight transformation, integrated operation, etc.
focuses on the competitiveness of outlets, and improves the per capita per network and
Foshan ICBC has 26 branches and 143 external business outlets, making it the largest secondary branch in the ICBC system. In the past two years, the bank has continued to implement the strategy of improving the competitiveness of outlets, and the per capita operating indicators of the network have been improved, and the "combat unit" of outlet marketing services is gradually becoming stronger. As of the end of June 2022, the total deposit balance of Foshan ICBC exceeded 230 billion yuan, an increase of more than 50 billion yuan from the beginning of the year, ranking first in the second-tier branches in the country; the balance of various loans exceeded 165 billion yuan, an increase of higher than the average growth rate of the entire market in , Foshan City .
Development of "Outline Portrait" catalyzes the operation of "ICBC Station +"
Foshan ICBC is based on local reality and focuses on deep-seated contradictions that affect the continuous improvement of outlet competitiveness such as the mismatch between outlet layout and external resource endowment, the poor ability of outlets to operate publicly, and the unbalanced development between outlets. Through the development of "Outline Portrait" analysis tools, the pilot operation of outlets "lightweight" outlets, the catalyzing of the ecological operation of "ICBC Station +", and the promotion of credit business sinking and integrated operation, we will make steady progress and strive for practical results.
1.Picture the outlets through "digitization"
Clearly cognition of the current development status of the outlets and accurately evaluate the resource endowment around the outlets has always been a problem in refined management of outlets. Based on the support of the head office’s “ICBC e-map” system, Foshan ICBC has developed and built an “outline portrait” analysis tool to scientifically evaluate customer groups, market endowments and operational characteristics around outlets. The tool integrates the main performance and indicators of the long-term and short-term operation of the outlets, internal and external, and integrates the auxiliary management information of the outlets such as channel layout and decoration, team personnel configuration, and the resume and expertise of the person in charge to form the "1 quadrant picture + 3 radar pictures" for the outlets' business management. The data of the first phase of the "Outline Portrait" has covered the characteristics of 26 types of customer groups outside the bank and 45 business indicators within the bank, achieving full network coverage and production.
2. piloting "lightweight" to promote business transformation
Foshan ICBC has selected a batch of outlets based on the "outline portrait" to pilot the "lightweight" business transformation to promote better resource allocation. First, focus on the model and select points. Select outlets with unsatisfactory increments, customers have demands, and strong channel complementarity for pilot projects. The second is to optimize job settings and personnel configuration. According to the outlet business volume and customer arrival situation, the outlet personnel will be adjusted from a heavy basis, and the outlet head with on-site management and authorization authority will be assigned to serve as the operation supervisor. The third is to formulate assessment plans in a supporting manner. Light outlets set up a single type of sequence to implement in-sequence ranking and assessment.
3. Promote ecological construction and create "ICBC Station +" to empower outlets
According to the ecological scene guidance of the head office "ICBC Station +", Foshan ICBC uses the "outline portrait" to extract the characteristics of the surrounding mainstream customer groups, and carry out targeted localization and characteristic operations. It has initially built 8 "ICBC Station + Culture" characteristic outlets, 13 "ICBC Station + Silver Hair" characteristic outlets, 9 "ICBC Station + Rural Revitalization" characteristic outlets, and 5 "ICBC Station + GBC Linkage" characteristic outlets. First, the "ICBC Station + Rural Revitalization" scenario, with the representative of the Foshan Sanshui Leping Branch, the ICBC Xingnongtong Special Zone was built, and the rural revitalization characteristic credit products "pig loan" and "fishing loan" helped farmers solve problems such as production funds, and provided loans of more than 700 million yuan to nearly 100 small and medium-sized enterprises in villages and towns. The second is the "ICBC Station + Silver Hair Features" scene, represented by the business room of the Foshan Gaoming Branch under its jurisdiction, and targeted wheelchair ramps, barrier-free handrails, mobile filling units, carts, reading glasses, , etc. have been widely praised.The third is the "ICBC Station + Volunteer Service" scenario, represented by the Foshan Zhangcha Branch under its jurisdiction, and jointly created with the Foshan Federation of Trade Unions. As a representative of the ICBC's social responsibility, it provides a number of public welfare and heartwarming services for outdoor workers such as sanitation workers and couriers. The fourth is the "ICBC Station + Characteristic Culture" scene, represented by the business room of the Foshan Xiqiao Branch under its jurisdiction. As a demonstration outlet for "Qianjia", combined with local historical and cultural celebrities such as Huang Feihong , the theme culture is refined, and the beautiful scenery is connected to the Xiqiaoshan 5A scenic spot to make the beautiful scenery into VR glasses display films, actively spread local culture and win wide praise from the government and the masses. The fifth is the "ICBC Station + New Citizen" scenario, with the Foshan Bank-Health Branch Act under its jurisdiction, and the theme of "New Citizen Home" is to create service features such as "New Consumption, New Housing, New Inclusiveness", providing struggle cards, Acquisition Business discounts, business quick loans, e-fail fast loans and other payment settlements, online financing, etc., to improve the convenience of financial services for new citizens and enhance customers' sense of gain and happiness.
4. Explore "smart" to empower business burden reduction
Build smart outlets, build a financial ecosystem, combine the actual situation of Foshan ICBC, select outlets of different sizes for smart operation exploration.
First, pilot the intelligent construction of small outlets. On the one hand, it carefully layouts, design thinking has transformed from traditional customer stratification, service classification, functional partitioning, and business diversification to openness, inclusiveness and sharing. It draws on the "store-style" concept of joint-stock small and medium-sized banks, emphasizing the transparent, open layout and a relaxed and natural negotiation atmosphere at home; on the other hand, it develops smart scenarios for business pain points, including Hall Micro Salon flash sale scenarios that help marketing, customer recognition recommendation system, customer flow monitoring and early warning for management, financial sales qualification identification system, smart announcement system for services, hall publicity system, etc.
The second is to carry out intelligent exploration of large outlets. It organizes and implements the Foshan Industrial and Commercial Bank’s business department with ecological alliances and cross-border integration as its characteristics, reflect the integrated development of the manufacturing industry with Foshan in the implementation scenario of outlets, build a “financial + home” ecosystem of “with home, there is Foshan”, and strengthen the linkage with the government and enterprises to help the operation and development of outlets.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-