Financial culture contains a wealth of philosophical thoughts, moral concepts and institutional concepts, covering the current and long-term, local and global, development and security, special and general dialectical relationships, with the role of guidance, encouragement, constraint, innovation and other functions, profoundly affecting the value pursuit, thinking mode and behavior mode of financial practitioners. Cultural self-confidence is a more basic, broader and deeper self-confidence, and it is the most basic, deepest and most lasting force in the development of a country, a nation and an organization. When it is difficult for the traditional path to solve the current development dilemma faced by rural commercial banks, it is necessary to draw nourishment from the precious resources of characteristic culture, and carry out creative transformation and innovative development, so as to achieve the effect of "another village".
Fei Xiang
To promote high-quality financial development and build a financial power, we must adhere to the combination of rule of law and rule of ethics, and actively cultivate a financial culture with Chinese characteristics. Rooted in the fertile soil of traditional Chinese culture for more than 70 years, the Rural Commercial Bank has formed a unique business wisdom, survival rules and corporate culture, and these group memories and spiritual totems constitute the distinctive background of financial culture with Chinese characteristics. It is of great and practical significance to draw nourishment and cultivate new quality productivity from characteristic culture to effectively solve the current development dilemma faced by rural commercial banks.
Decades of spiritual accumulation constitute a unique corporate culture
The core content of financial culture is the beliefs, values and behavioral norms about finance. Over the past decades, generation after generation of rural credit people have started from scratch, worked hard, self-help cooperation, supported small and dangerous, from scratch, from weak to strong, condensed, integrated and precipitated into a unique corporate culture in practice, so that rural credit people have their own group memory and spiritual totem.
"Grassroots Spirit". There is no fragrance of flowers, no tree height, and I am willing to be a small grass that no one knows. Since its birth, the rural credit cooperative system has experienced decades of ups and downs. However, no matter how the management system, operating mechanism, corporate governance, company structure, and assessment mode change, the original intention of rural credit people to base themselves on the local, take root downward, grow upward, support agriculture and support small, and do scattered and long-term work has not changed; It can be said that the strong vitality of the reform and development of rural commercial banks over the past 70 years comes from the "grassroots" attribute of rural credit cooperatives, rather than the attribute of "financial elite".
"Backpack Spirit". As early as the 50s of the last century, farmers affectionately praised the credit cooperatives for "backpack banks are really capable and do things at critical times". Employees of credit cooperatives often carry an old backpack and a wooden abacus, relying on "one mouth" and "two legs", covering themselves in soil on sunny days and mud on rainy days, walking thousands of mountains and rivers, visiting thousands of households, walking in the fields, shuttling through the streets and alleys, and "face to face, hand in hand, and heart-to-heart" with the grassroots people, sending charcoal in the snow and umbrellas in the rain. The "genes" of "backpack spirit", "horseback spirit" and "tent spirit" have been integrated into the "bloodline" of the development of rural credit and become an important symbol to distinguish rural commercial banks from other banks.
Entrepreneurship. At the beginning of the business, a straw house, a broken table, a kerosene lamp, and a pair of iron feet became almost all the "belongings" of the rural credit cooperatives; gnawing dry food, drinking river water, and sleeping on the floor were often the "standard equipment" of rural credit workers at the beginning of their business. All of this reflects the difficulty of starting a business in rural credit cooperatives.
Fighting spirit. The history of the rural credit cooperatives is written by the rural credit cooperatives with "hard work, tenacious struggle, relay struggle, and common struggle"; the history of the reform and development of the rural credit cooperatives is a history of struggle of the rural credit cooperatives. Countless rural credit people are constantly striving for self-improvement, writing their lives with struggle, measuring their footprints with struggle, and even giving their lives because of struggle. For example, Bi Yinglan, then director of the Liushu Credit Cooperative, Dongshan Commune, Rongcheng County, Shandong, and Yang Dalan, cashier of the Osmanthus Credit Cooperative, Dongshi Town, Zhijiang County, Hubei Province, who sacrificed their lives to protect the treasury, have emerged batch after batch of "the most beautiful strugglers" in the national rural credit system, and these heroic figures have become monuments and lighthouses.
The spirit of "three irons". The "three irons" spirit of the financial industry originated from the rural credit system. The "three irons" spirit of "iron ledger", "iron abacus" and "iron regulations" is the agreement of industry norms, the adherence to the business position, and the life of employees. Over the past decades, the spirit of "three railways" has guided and cultivated generation after generation of rural credit teams with firm thinking, exquisite business, skilled skills and excellent work style.
The traditional path is difficult to solve the current development dilemma
At present, the mainland's economy has shifted from high-speed development to high-quality development, the era of high profits has shifted to the era of low profits, and market competition has also shifted from incremental competition to stock competition. In line with this, the "progress bar" of the sinking center of gravity of the big bank continues to be refreshed, the "toolbox" of "pinching the tip and digging the roots" is constantly enriched, and the "fighting field" of "hand-to-hand combat" can be seen everywhere.
From the asset side, the market demand is not strong, there are not many channels for customer acquisition, and the effect of customer retention is not large. In particular, subject to the constraints of the cost of funds, in the face of interest-sensitive customers, the confidence is insufficient, the bargaining is often in a weak and passive position, the expansion of the number of investors is facing the "ceiling", and the development of asset business is weak, which threatens the growth and maintenance of operating efficiency.
From the perspective of liabilities, due to the influence of historical evolution, customer groups and deposit preferences, the relatively high cost of liabilities is a "congenital deficiency" of rural commercial banks. In addition, with the single means of scenario finance, flow management, batch customer acquisition, and capital precipitation, rural commercial banks urgently need to carry out actions such as active debt, optimization of structure, and cost reduction.
From the perspective of the client, customer maintenance follows the traditional path and method to a large extent, especially the customer hierarchical and hierarchical maintenance is not in place, and the customer relationship management is superficial. Weak customer base and fragile management relationship are important "pain points" of rural commercial banks.
From the perspective of the product side, product development seriously lags behind market changes, industrial upgrading, customer needs, and the pace of the industry. In particular, there are only a handful of digital products that have the distinctive characteristics of rural commercial banks and meet the characteristics of rural commercial banks' customer groups.
From the management side, affected by various factors such as historical evolution, organizational inertia, and technical limitations, some traditional thinking, backward concepts and outdated models still exist, which are manifested in the prominent scale complex, with the largest total amount, the largest scale, and the highest share are often proud and talked about, but the problem of "increasing production without increasing income" is an "unspeakable hidden"; Business growth is accustomed to traditional methods and methods, management iteration is not fast, the application of modern commercial bank management concepts and tools needs to be strengthened urgently, and the imbalance of business structure and team structure is also a real problem.
Financial culture contains a wealth of philosophical thoughts, moral concepts and institutional concepts, covering the current and long-term, local and global, development and security, special and general dialectical relationships, with the role of guidance, encouragement, constraint, innovation and other functions, profoundly affecting the value pursuit, thinking mode and behavior mode of financial practitioners. Cultural self-confidence is a more basic, broader and deeper self-confidence, and it is the most basic, deepest and most lasting force in the development of a country, a nation and an organization. When it is difficult for the traditional path to solve the current development dilemma faced by rural commercial banks, it is necessary to draw nourishment from the precious resources of characteristic culture, and carry out creative transformation and innovative development, so as to achieve the effect of "another village".
Draw nourishment from characteristic culture and accelerate the cultivation of new quality productivity
The new quality productivity is not only a leap in productivity, but also represents a change in concept. Rural Commercial Bank should move towards the "new", through the power of spirit, the inspiration of thought, the guidance of value, and the nourishment of culture, constantly answer the "questions of the times", "the questions of customers" and "the questions of employees", accelerate the creation of its own unique advantages, solve the current development problems with new quality productivity, and use the "soft power" of culture to achieve the "hard support" of development.
Highlight the grassroots background color of "local area". His feet were covered with dirt, and his heart contained the people. The more pressures, challenges, and tests increase, the more the Rural Commercial Bank cannot shy away from the true colors and image of "soil", and must unswervingly and unswervingly speak "peasant dialect" and cook "local cuisine". Communicate in a language that the people can understand, market products that customers can enjoy, and serve in a way that the masses are willing to accept. It is necessary to effectively integrate policy resources, government resources, regulatory resources and internal resources, so that the grassroots image of "closer, closer, and more intimate" can take root, so that the advantages of geography, popularity, and affection can be transformed into survival and development advantages, and then hold the "main position", serve "zero distance", and enhance the "sense of gain".
Be willing to play a market role of "supporting agriculture and supporting small enterprises". In order to occupy a place in the increasingly fierce market competition, rural commercial banks must always adhere to differentiated positioning, characteristic management, and complementary services, firmly establish the performance concept of "success does not have to be in me, and meritorious service must have me", be willing to do "small business", make "hard money", based on "small business", play "emotional card", sink down, bend down, take root, focus on "benefiting farmers and rejuvenating villages, helping micro enterprises to help small enterprises", dig out small increments, and deeply cultivate "small tracks". We must keep in mind the original intention and take serving the real economy as the right path, origin and vocation. Actively explore a long-term mechanism to support the development of private and small and micro enterprises, dig deep into the upstream and downstream industries of small and micro enterprises, blossom at multiple points, and bring "areas" to achieve the harmonious coexistence of small and micro enterprises and the local real economy. It is necessary to willingly "surname farmer surname small", unshirkable responsibility to do noodles and quantity, through inclusive finance, green credit, etc., so that the "three rural" small and micro fields and vulnerable groups have more sense of financial gain, practice the basic skills of "doing scattered and long-term", and stabilize the basic plate of "supporting agriculture and supporting small enterprises".
It embodies the service characteristics of "convenience and benefit". It is necessary to put the political nature and the people's nature in a more prominent position. Follow the whole customer group and the whole life cycle service concept, establish and improve all kinds of lists, do a good job in hierarchical and classified visit services, and turn customers into friends, relatives and relatives through the "red vest financial service team" and other forms, give full play to the "advantages of their own people", and continuously enhance the role identity, emotional identity and service identity of customers. With the support of financial technology, we should accelerate digital transformation, promote chain services, circle services, cycle services, and fission services, and through "big data + iron footboard", "big visit + small backpack" and "big grid + small team", run data online and customers offline, experience speed online and feel temperature offline, find people, find the right people and do the right things in the first time, realize the "two-way running" between rural commercial banks and customers, and give rural commercial banks new connotations to serve the masses. Based on the situation of the town and the village, "one town, one policy", "one village, one policy" and "one household, one policy", we will truly achieve "helping one product into one product, supporting one industry to prosper one industry, and helping one village to become rich", and strive to lead the financial "living water" to the fields, so that convenient services can transmit financial temperature in the streets and alleys.
Carry forward the traditional nature of "entrepreneurship and innovation". It is necessary to carry out in-depth publicity and education with the theme of "labor creates happiness" in the rural commercial bank system, tell the story of model workers, tell the story of labor, and tell the story of craftsmen, not only to guide cadres and employees to advocate labor and think alike, but also to incorporate labor education into the whole process of personnel training, connect all lines, positions, and all aspects, and cultivate more high-quality employees who love labor, are diligent in labor, and are good at labor. It is necessary to carry out various forms of entrepreneurship and innovation, strive to be the first to create excellence activities, earnestly promote the "second entrepreneurship" and "third entrepreneurship", and continuously carry forward the spirit of entrepreneurship, struggle and labor.
Culture is a spiritual value and a way of life, which will eventually be precipitated into personality. To forge the financial culture of rural commercial banks, it is necessary to pay attention to integrating the characteristic cultural education of rural credit into all stages of the growth of cadres and employees, especially to strengthen the cultural edification of the new generation of rural credit people, constantly cultivate noble personality, and actively cultivate rural credit inheritors, so as to cultivate and retain valuable talent wealth for the century-old foundation of rural credit bank.
(The author is Secretary of the Party Committee and Chairman of Jiangsu Dongtai Rural Commercial Bank)
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