The bank, which has always appeared in a calm and rigorous image, is putting down the “high cold model” and trying to make itself younger.
On the one hand, take the initiative to embrace young people. Banks are learning how to talk with young people and approach the culture, values and consumption outlook of “generation Z” (generally referring to people born between 1995 and 2009), so as to grasp the opportunity of the future market of retail business.
On the other hand, if the youth is strong, the enterprise is strong. It has become the unanimous choice of many banks to expand their own young staff, build a market-oriented human resources system, provide opportunities for young employees to give full play to their strengths and show themselves, and optimize the promotion channels of young employees.
Under the fierce competition, whose name will the “youngest bank” go to?
bank breaking circle: dialogue with young people
“China Merchants Bank is the bank that is best at ‘pleasing’ young people.” Investors have said so. This is not derogatory, but the recognition that it can focus on the pain points of young people and shorten the distance between the brand and young people.
in March 2021, China Merchants Bank Co.Ltd(600036) released a video entitled [special offer of China Merchants Bank] challenging the sweetest Secretary dance in the whole network at station B. So far, the video has been viewed 7.604 million times and commented 14000, becoming a phenomenal work of station B. since then, Xian Xian, the female video host, has frequently appeared in the major venues of China Merchants Bank
Outsiders were confused, but it did not hinder the follow-up of many bank officials and wechat, setting off a round of “arms race” in the dance area.
Behind the “broken circle” of banks, it reflects that “generation Z”, as a generation growing up with the Internet, has gradually become the main force of consumption, and its consumption characteristics of advocating “pleasing oneself”, pursuing “price ratio” and paying attention to unique experience are very different from those of “Post-70s” and “post-80s”.
With the increase of age, career development and income, young customers tend to have more potential demand for financial services and will have a stronger willingness to make financial consumption. Therefore, from the perspective of banks, learning to communicate and dialogue with young people, establishing emotional connections and gaining the recognition of young customers also determines whether they can seize the first opportunity in the future retail business market.
in its 2021 annual report, China Merchants Bank said that it continued to explore the connection mode with “generation Z”, carried out high-frequency interactive operation for young users and established in-depth communication with young people
Take the “Chaobao” launched by China Merchants Bank at the end of 2020 and positioned as change finance as an example, the number of customers in nine months exceeded 10 million, of which the post-90s accounted for 44%, and “opened the first lesson of young customer finance”. By the end of last year, the number of customers who bought “Chaobao” had reached 15.403 million, with a position of 135.44 billion yuan.
At the same time, the bank enriched the online investor education scene, worked with partners to improve the breadth and depth of customer service and create a new position for managing young customers. Last year, 52.2% of China Merchants Bank Co.Ltd(600036) app wealth trading customers were under 35 years old.
At the mid-term performance exchange meeting last year, relevant people from the wealth platform Department of China Merchants Bank once said that college students are an important cornerstone of future wealth management customers. “In the first half of the year, we made some attempts and breakthroughs in college students’ service, achieved good results, and will continue in the second half of the year.”.
In terms of credit card business, the bank disclosed a set of data in 2019: as of the end of October of that year, 66.4% of CMB’s credit card application users were younger than 30 years old. At that time, among the 60 million cardholders, the post-90s accounted for nearly 40%. In 2021, the Bank launched the “first graduate credit card” for college graduates and continued to build a customer acquisition and management system for young customers.
young “blood”: the average age of employees of Jiujiang bank is less than 30
On the one hand, it is to increase the acquisition of young customer groups. On the other hand, commercial banks are also optimizing the staff structure and cadre team structure to maintain their “blood” youth and vitality.
From the annual reports of listed banks, the total number of bank employees, professional composition, functional distribution and education level are more detailed, but few disclose the age structure of employees. Among them, the proportion of employees under the age of 30 in state-owned banks is generally about 20%.
The annual report of China Merchants Bank disclosed that by the end of last year, the bank had more than 10000 R & D personnel, accounting for 9.7% of the total number of employees of the bank, of which nearly 60% of R & D personnel were under the age of 30 The Bank Of Nanjing Co.Ltd(601009) annual report also shows that at the end of last year, the average age of formal employees of the parent company was 33, and employees with bachelor’s degree or above accounted for 98.2%.
The bank with the youngest employees is Jiujiang bank, which is listed in Hong Kong. By the end of last year, the bank had 4624 employees (including rural banks), with an average age of 29.55. Among them, employees under the age of 30 account for nearly 65%, employees aged 31 to 40 account for nearly 31%, and the total number of employees over the age of 41 in the bank is only 200.
In addition, the core executives of Jiujiang bank are also extremely stable. Many bank leaders joined the bank when preparing to establish Jiujiang commercial bank in 2000 and have worked in the bank for 21 years.
Jiujiang bank disclosed in its prospectus for listing in Hong Kong that the bank attracts talents through efficient recruitment, competitive salary, advanced training and perfect assessment and promotion mechanism. Nearly 70% of the bank’s senior management team is promoted by internal employees, and all branch presidents are promoted by internal employees.
The book “flying swallow builds a dream – decoding the small and micro financial model of Changshu rural commercial bank” introduces Jiangsu Changshu Rural Commercial Bank Co.Ltd(601128) small and micro teams. By the end of 2020, the bank’s small and micro finance headquarters had 1761 employees, with an average age of 26, and the “post-90s” accounted for 84%.
At the same time, the recruitment standard of the headquarters is “white paper”, younger and knowledgeable. Start with “a piece of white paper”. Cultivate from zero to ensure that there is no deviation between the concept and cultural identity of microenterprises and that the mode replication is not distorted.
This cultural heritage also allows the 601 Jiangsu Changshu Rural Commercial Bank Co.Ltd(601128) \ head office vice president ) Jiangsu Changshu Rural Commercial Bank Co.Ltd(601128) “post-80s” Vice President Bao Jian is from Jiangsu Changshu Rural Commercial Bank Co.Ltd(601128) small and micro business “3 + 7” entrepreneurial team
According to the disclosure, among the listed banks in China, Bank Of Hangzhou Co.Ltd(600926) senior management teams are “after 70”. In addition, the top management teams of many banks, including Bank Of Ningbo Co.Ltd(002142) , Jiangsu Jiangyin Rural Commercial Bank Co.Ltd(002807) , Wuxi Rural Commercial Bank Co.Ltd(600908) , Jiangsu Changshu Rural Commercial Bank Co.Ltd(601128) , Chongqing Rural Commercial Bank Co.Ltd(601077) , Jiangsu Suzhou Rural Commercial Bank Co.Ltd(603323) , are also dominated by the “Post-70s”.
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