Dafeng Rural Commercial Bank: The Whole Process Service Chain of Micro-credit Empowered by Science and Technology

Editor's Note: With the continuous development of China's new rural construction and the deepening of rural financial reform, rural commercial banks have huge development space in the field of rural finance by virtue of their institutional and geographical advantages. As the main body of rural financial market, how can rural commercial banks expand their business, control risks, give full play to their advantages and make greater contributions to social and economic development? People's Network focuses on Dafeng Rural Commercial Bank, interprets its development model, and excavates the era value of regional rural commercial banks.

At present, the development of financial technology has ushered in an important window period. How can rural commercial banks use technology to achieve overtaking in corners? Dafeng Rural Commercial Bank clearly realized that technology is the only way for small and medium-sized banks to break the inclusive microfinance services. It is necessary to make full use of data intelligence, mobile Internet and other technologies to reshape the whole process value service chain of microfinance in various fields such as risk control, products, operation and customer acquisition, and realize the commercial sustainability of microfinance.

20 15 Dafeng rural commercial bank launched the credit product "sunshine credit" to extend credit to the whole village in the form of "iron foot". How to conveniently use and maintain the small and micro customer resources accumulated by huge manpower? Dafeng rural commercial bank has carried out effective exploration.

Tear down the "departmental wall" and create a new system of "intelligent service"

In the era of digital economy, Dafeng Rural Commercial Bank strives to create a high-tech and people-friendly financial environment. The Bank quickly seized the opportunity and fully supported the digital transformation of the Bank. Since 20 19, the bank has invested about1700,000 yuan in technical software and hardware.

When planning the overall structure of the department, in order to highlight the important role of technology empowerment in the transformation of the banking industry, Dafeng Rural Commercial Bank established the Science and Technology Information Department, which is divided into software development center, operation and maintenance management center and technology management center according to the functional structure, and built technical barriers at the back end. At the same time, the bank also set up a product research and development department in the front-end retail business department to build a research and development team that understands both technology and products. "In layman's terms, the product research and development department draws drawings as required, and the science and technology information department is responsible for building houses." Bian Yubin, deputy general manager of the Ministry of Science and Technology Information, made an image analogy.

"What we need to do is to build a bridge between front-end marketers and back-end technical departments through agile transformation. Combine customer and business needs and put technology into practice. For example, a loan product, the front-end account manager gives us feedback, and we will adjust it in time and submit it to the Ministry of Science and Technology. " Liu Laishan, general manager of the product R&D department, said that by setting up the product R&D department at the front end and exporting scientific and technological talents to the front end, the situation that the back end does not understand business and the front end does not understand technology can be avoided, making the products more accurate and attractive.

In addition to ensuring the operation of scientific and technological forces in terms of personnel and funds, Dafeng Rural Commercial Bank also pays special attention to innovation as the core element. The bank's customers and process nodes realize the digitalization of labels, and the product research and development department customizes credit products according to the actual situation and needs of customers.

Dafeng Rural Commercial Bank relies on government data, bank data and Internet data to obtain credit information, collect and determine customer portraits, and determine credit lines through big data background analysis. This mature process has now met the full coverage of micro-loans below 300,000, and realized more than 90% online self-service of personal loans.

"Trading system" is the most important thing in the construction of financial technology system, and the construction of "management system" is essential to ensure the efficient operation of trading system and improve the efficiency and standardization of business management. As early as 20 12, the bank began to develop a "process bank" system, integrating the management systems of all internal departments online, realizing data sharing, standardized management and simple processes, thus improving the efficiency of internal examination and approval of the bank.

The loan approval process is put on the network "highway", and customers are no longer running around like before. For customers with incomplete or abnormal information, the "process bank" system can generate a list according to automatic analysis, which improves the work efficiency of account managers.

Beyond the "iron counter" and establish a new concept of "easy loan and dare to lend"

Unlike joint-stock banks, which need to refer to customers' wages, social security and provident fund, most of the customers of rural commercial banks are concentrated in rural areas, so the credit line cannot be considered according to the traditional model. Dafeng Rural Commercial Bank collects the data of farmers' fields and agricultural machinery in each village, adds the bank credit system as a new parameter, analyzes the portrait of credit customers, makes a data model, and gives the credit line that meets the matching conditions.

Starting from 20 18, Dafeng Rural Commercial Bank, with the support of science and technology, turned "Sunshine Credit" into "Jinfeng E Loan". Farmers can easily borrow money online, and it takes only 3 minutes from application to receipt of funds.

At present, rural commercial banks still have a certain gap compared with some large banks in financial network services, such as mobile banking and online banking. Because of the early development and high investment, big banks have seized a certain source of rural commercial customers. For rural commercial banks, how to fill the shortcomings of online banking is an urgent problem to be solved.

With the previous experience of "granting credit to the whole village" in rural areas, Dafeng Rural Commercial Bank realized that how to make people "lend" conveniently and dare to "lend" must rely on the Internet to create convenient and safe credit products.

Boss Zhang opened a shop in Dafeng. Business turnover is difficult due to the epidemic. He remembered that his shop had joined the "Dafeng Rural Commercial Bank E Community", so he applied directly through his mobile phone, calculated his loan amount of 6.5438+0.5 million yuan in just 3 minutes, and then followed the system prompts, and the urgently needed funds of 6.5438+0.5 million yuan arrived in his social security card.

It is more and more common sense for most customers to get loans without going to the counter and preparing too many materials, which is also one of the practical measures for Dafeng Rural Commercial Bank to take customers as the center and improve financial services.

In order to make it convenient for ordinary people to "borrow", Dafeng Rural Commercial Bank leveraged big data technology to create a new service model of "data credit evaluation, bank credit granting and customer integrity", and evolved the pillar credit product "Sunshine Credit" into "Jinfeng E Loan", and successively launched online products such as "Jinfeng Easy Loan" and "Jinfeng E Loan" to realize online application, review, approval and lending. At present, the bank has nearly 50,000 online merchants, with a loan balance of 4.862 billion yuan. Among them, "Jinfeng Easy Loan" reached 654.38+08 billion yuan.

Credit and risk are twin brothers. How to minimize credit risk? In order to make ordinary people dare to "lend", Dafeng Rural Commercial Bank adheres to the bottom line of risk while developing online credit, and enhances its risk control and case prevention capabilities through technical empowerment. "Through scientific and technological means, the system realizes real-time monitoring of internal data, and we can predict the changes of customer portraits in advance to avoid risks." Sheng Dongmei, head of the risk management department, said.

Build "Unity * * *" and Practice the New Responsibility of "Solving Problems"

In recent years, Dafeng Rural Commercial Bank has been adhering to the "customer-oriented" service concept, focusing on the needs of urban and rural customers and relying on the carrier function of social security cards, and has made great efforts to create a "financial+social security+life" service in inclusive finance, which has truly done good things for the people and done practical things for the people, and has won wide acclaim from all walks of life.

Based on the profound understanding of the financial network services of rural commercial banks, Dafeng Rural Commercial Bank takes the convenience of daily life of urban and rural customers as its important purpose, and sums up the "flow" of mass customers as the "sea" of urban and rural economy. Dafeng Rural Commercial Bank vigorously develops scene finance around the basic necessities of local people, and builds a financial service ecosystem with regional characteristics by building an internet financial platform, which not only enhances the bank's ability to obtain customers, but also provides more convenience for Dafeng residents and merchants.

Entity businesses need to open marketing channels when they encounter difficulties in operating under the impact of the market. Dafeng Rural Commercial Bank has established a marketing channel for fast-selling products by developing WeChat applet and APP, connecting products with customers, so that customers can obtain high-quality products at more convenient prices.

In Dafeng District, there is a "financial key" to help residents start a new experience of basic necessities. This is a social security card issued by the bank in Dafeng District. The service scene covers many fields such as medical care, education, tourism, transportation and campus. At present, the bank has issued 726,000 social security cards as an agent to achieve full coverage of urban and rural residents.

With the help of channels closely related to urban and rural customers, Dafeng Rural Commercial Bank actively practices social responsibility, connects with health and health commission, medical insurance bureau and other units, increases capital investment, and cooperates with hospitals at all levels in Dafeng. It is reported that Dafeng Rural Commercial Bank invested more than 654.38+million yuan to deploy code scanning equipment in 654.38+040 designated medical insurance units. "For rural commercial banks, we should not only provide financial services to customers, but also use resources to solve problems for customers." Mu Zong, general manager of network channel department of Dafeng Rural Commercial Bank, said.