, the public bank is a purely customized service
Financial Weekly Reporter Li Junling/Text
On Saturday, October 23, when the reporter saw Zhu Dezhen, she had just finished playing golf. The daily business attire is replaced by black casual clothes, showing the vitality of sports.
“My performance today is ordinary, 95.” She said with a smile, “I shot 90 a few days ago.” Playing golf is also a job. Zhu Dezhen often spends weekends with those who are called “rich” people. together. She said that we should always understand the needs of these customers, including their joys, sorrows and joys.
As the chief investment officer of China Minsheng Bank and president of a public bank, Zhu Dezhen has led her team for two years. On October 7, 2008, Minsheng Bank, a public bank, went bankrupt, with a customer asset threshold of 10 million yuan.
In the male-dominated banking industry, Zhu Dezhen, known as the “Beautiful Banker” by the media, has made Minsheng Bank’s private banking business prosperous and colorful. In just two years, public banks have achieved profitability and will achieve the goal of doubling the number of standard customers within the year.
Sitting in front of reporters, Zhu Dezhen said: “Technology creates value. Public banks are a business that can be done for a long time.” She saw the market potential of the increase in public bank customers and the growth of public banking business. Space for innovation. She is more proud than she was two years ago.
Two years of hard work: Public banks are a long-lasting business
As a local public banker in China, Zhu Dezhen’s business development model of “mainly consulting-driven and supplemented by investment-driven” developed in two years has now become a reality in both form and spirit. . This is different from the “product promotion”-based development model of public banks in the industry.
Even though there are still different voices, in Zhu Dezhen’s view, a patient attitude and a thoughtful style are conducive to the development of public banks in the initial stage. She does not think that commercial banks are a constraint on public banks. But she also insists that public banks and traditional commercial banks must be different in customer positioning and development methods.
“The core competitiveness of public banks is professional vision and wisdom – using the method of professional managers to create services that customers will benefit from throughout their lives.” Zhu Dezhen said, “‘Demand and customization’ is the basis of people’s livelihood. The core concept of bank services.”
In the past two years, Minsheng Public Bank has completed the establishment of customer advisory, product, customer service, back-end support management and other systems. During this period, based on the needs of the market and customers, she changed the traditional direct operation model of public banks into a matrix management model; continuously launched various innovative investment portfolios for customers; and also developed private equity funds (PE). , art investment funds, converging trust plans and other types of personalized products.
The strategic layout of Minsheng Public Bank is unfolding: wealthy people and their families in cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Chengdu, Taiyuan, Fuzhou and other cities have begun to enjoy the “1+1+many” Financial services: The first “1” is the customer contact manager of the branch; the second “1” is the planning expert at the public bank headquarters; “many” refers to the entire public bank business platform and other business units of Minsheng Bank as well as external cooperation service agencies.
In the past two years, Zhu Dezhen has faced the challenges calmly: First, embedding the new unit of public banking business in the original system of a commercial bank requires coordination; second, it is decided by his own experience. There must be a collision between investment banking thinking and trading banking thinking.
Adhere to the “consultation-driven” boutique public bank approach, advocating “quality” first and then “quantity”. This is the concept that Zhu Dezhen has been adhering to for the past two years. She will not raise the bar for momentary merit. Not long ago, she rejected a fund company’s request for cooperation in selling products on a consignment basis. “The starting point for fund subscription is 1,000 yuan. If the features are not obvious and cannot impress customers, we cannot do it,” she said.
Zhu Dezhen often goes to branches in various places to help them expand “big customers”. She is very confident, which stems from her talent and the amount of desk work she does before meeting clients. “These rich people have seen a lot, and they must have sufficient understanding when they see them,” she said.
“The core element of a first-class public bank is people and a professional team.” Zhu Dezhen proposed that Minsheng Private Bank should create excellent public bankers in China.
In the past two years, Zhu Dezhen started from scratch and quietly laid the foundation with a professional spirit. She convened employees from the public banking business lines of branches across the country to receive training at Peking University, including experience activities related to golf, Chinese food, luxury watches, and antique artworks. She asked students to go to the National Center for the Performing Arts to watch opera and ballet. There is only one purpose: to experience the lifestyle that the target customers can live.
Nowadays, it has become a routine for Minsheng Public Bank to hold various forms of training through video conferencing on all lines every Tuesday. The emphasis on training stems from Zhu Dezhen’s calm analysis of the public banking industry: “Currently, China does not have a mature group of private bankers.Based on the customer’s needs, the “Flying Over Dubai·Swinging Legend” Dubai-Abu Dhabi luxury tour was arranged. This is the first overseas experience event for public aircraft held by an international bank and lasts for six days.
The plane the wealthy people flew on was a Gulfstream G450 business jet, a brand-new aircraft owned by Minsheng Financial Leasing Co., Ltd. controlled by China Minsheng Bank. This aircraft left the factory in April 2010, with a range of 8,000 kilometers and a speed of 878 kilometers per hour. The external length is 13.74 meters, the height is 1.88 meters, the width is 2.23 meters, and it has 14 seats.
The spacious cabin has become an exclusive space for the rich, where they chat, take a nap, read magazines or watch movies, while also enjoying a variety of delicacies ranging from Western-style red wine steaks to Chinese-style porridge and side dishes. Delicious food. The flying altitude of business aircraft is generally maintained in the stratosphere above 10,000 meters, and its safety requirements are also more stringent. The long and bumpy flight of this event also changed the official speculation that “small aircraft are unstable”.
The effectiveness of the aircraft experience activities can be said to be immediate. A rich man with a net worth of several billion called his subordinates before boarding the plane to “put 500 million to China Minsheng Bank first.” After flying back to Beijing from Dubai, the rich man invested another 50 million yuan to participate in the investment of the private equity investment fund recommended by Minsheng.
Zhu Dezhen said that “tailor-made according to needs” is the core concept of Minsheng Public Bank’s services. Private aircraft services and customized travel services are two major non-financial services launched by China Minsheng Banking Corporation Limited, which will be fully rolled out in more than ten cities across the country.
“Currently, Minsheng Bank Public Bank can provide high-end public bank customers with a package of value-added services ranging from the purchase and leasing of private aircraft to charter flights and aircraft purchase financing, allowing customers to have an important “Wo Erfei’s special plane received a cold reception.” Zhu Dezhen said, “Many customers have already expressed interest in this.”
With the continuous deepening of the awareness of private jet services among China’s ultra-high-end wealthy people, private jets and private business jets have gradually become commercial giants with their convenience, comfort, privacy and luxury. first choice.
The newly released “2010 Hurun Wealth Speech” shows that as of the end of 2009, the number of multi-millionaires in all provinces, municipalities and autonomous regions across the country except Hong Kong, Macau and Taiwan has reached 875,000. An increase of 6.1% over last year. These 875,000 people include 55,000 billionaires, and the number of billionaires increased by 7.8% compared with last year. Among them, there are many rich people and celebrities who have spent a lot of money and purchased public planes.
“In the past two years, Minsheng Public Bank has made comprehensive plans to focus on value-added services as its main business development direction, including fashionable sports activities, exclusive medical services, business management, quality life customization, and spiritual culture. Tours and other departments mainly provide customers with multi-dimensional value-added methods covering tax legal consultation, health and medical services, quality life experience, art collection and appreciation, etc. through cooperation with high-end service institutions,” said Zhu Dezhen.
In addition to customized services, public banks also tailor various, high-end and private customer experience activities for customers: the “Global CEO Annual Meeting Financial Roundtable” was customized to allow customers to interact with the Nobel Prize Recipients of the Mundell Roundtable Dialogue, etc.
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