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特种兵归来之铁骨军魂:打造品牌影响力的五大策略!
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特种兵归来之铁骨军魂:打造品牌影响力的五大策略!

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  AI识股

  证券时报记者黄钰霖

  年报数据显示,商业银行网点的“瘦身”计划仍在持续推进。

  根据证券时报记者统计,2024年,国有大行关停网点数量358个,全国商业银行关停的网点数量则超2000个。多家商业银行的年报信息透露,网点的关停大多基于降本增效、数字化转型、战略调整等因素的考量。

  可以预见,在科技浪潮与行业转型的推动下,银行网点提质减负将进一步推演。业内人士指出,未来,银行需要在效率与温度之间找到平衡点,精细化运营、差异化定位将成为网点等线下渠道竞争的关键。

  国有大行网点减少358个

  证券时报记者梳理各大行年报数据发现,2024年,中、农、工、建、邮储等五大国有行合计缩减网点数达358个。其中,网点最多的邮储银行关停了140个,总数由39364个降至39224个,但网点总量(含代理网点)仍居国有大行首位;素有“宇宙行”称号的工商银行,去年也减少了130个网点,总数由15495个降至15365个。

  此外,据建设银行披露,该行支行、支行以下网点总数2024年由13853个减少89个至13764个;中国银行年报显示,2024年该行的基层分支机构较上年减少21个至9867个。

  不过,也有国有大行增设了网点,比如农业银行。年报数据显示,去年该行基层营业机构较2023年末增加39个,达19064个,这也是去年唯一增设基层营业机构的国有大行。

  国有大行精简网点的举措,可谓是整个行业的缩影。国家金融监管总局官网显示,截至2024年末,国内共计2483个商业银行线下网点获准退出,其中农商行、国有大行的网点退出数量在同业中排名靠前。

  博通咨询金融业资深分析师王蓬博表示,国有大行之所以网点数量众多,有着不可绕开的历史因素。在计划经济时代,国有大行承担了全国性金融服务职能;股份制改革后,尽管国有大行商业化程度大幅提升,但服务国家战略的定位仍在,因此网点布局和服务必须有绝对覆盖度。

  “当然,国有大行的营收、净利润普遍较高,这也是支撑其网点运营成本的重要因素。”王蓬博说。

  股份制银行方面,民生银行、平安银行、浦发银行的网点数量也出现了减少,分别较2023年减少20个、52个、34个。中信银行、招商银行、兴业银行等股份行的网点数量则较2023年末有所增加,其中招商银行的网点较2023年增加13个,存量营业网点也迁址优化了100多个。

  布局向广成本向优

  “物理网点数量多,是我国银行业特别是大型商业银行的一大突出特点。很长一段时间以来,网点是银行服务的主要渠道和场所,是银行竞争力的重要体现。”招联首席研究员、上海金融与发展实验室副主任董希淼向证券时报记者表示。

  董希淼认为,银行可以通过增加网点来吸引和服务客户,实现规模扩张,提升市场份额,但另一方面,网点也是银行成本最昂贵、管理最困难、风险最集中的服务渠道。

  因此,在息差收窄、经营压力增大的趋势下,商业银行也纷纷着手调整了网点的经营策略,从数量、质量等方面进行优化。总体来看,商业银行网点的布局正在向“广”——大行往县域、股份行往经济发达地区倾斜,覆盖更多的空白区域;成本则正在向“优”——通过数字化转型,以智能设备等科技手段助力人力成本减负。

  去年,大型商业银行的网点加速下沉,在空白县域加大了投入。从数据来看,2024年末,工商银行网点新增覆盖11个空白县域,网点县域覆盖率提升至87.4%;中国银行建成乡村振兴特色网点1410个,县域机构覆盖率达到65.83%;农业银行推动网点向县域、城乡结合部和重点乡镇等区域迁建,不断延伸县域服务渠道,县域网点占比提升至56.5%。

  此外,上市银行也通过推动数字化转型,优化人力成本。营业网点裁撤后,基层操作岗位的人力得到了释放。

  “在未来低息差、低利率时代,人力成本可能是一家银行最大的成本。”近日,北京银行副行长戴炜谈及如何应对息差下滑时表示,北京银行在成本费用比上具有优势。戴炜称,在数字化转型时代、人工智能(AI)时代,通过AI替代很多重复性的劳动来解放人力,可以用于更多创造价值的领域,提高产能、提高效率。

  他举例,通过数年的数字化转型,北京银行“从过去一个支行的营业室柜台平均用人7~8个,减少到了现在的3~4个”,实际上这些释放出来的人力,绝大部分都转型到了营销一线,创造了更多的价值。

  特色化网点成竞争关键

  2023年10月,中央金融工作会议提出,要做好科技金融、绿色金融、普惠金融、养老金融、数字金融“五篇大文章”。

  一年半以来,如何做深、做实“五篇大文章”,成为金融机构提高金融服务质量、支持实体经济发展的重要着力点。

  作为接触、服务居民和企业的第一抓手,线下网点的重要性不言而喻。在各家上市银行的年报中,“五篇大文章”相关的网点建设也成为了必不可少的特色名片。

  以数字金融为例,随着数字化转型深入,“智能化改造”成为高频词,商业银行网点的科技度不断提升,以提高业务办理能力和客户体验感。比如,中国银行全面推广厅堂智慧屏,丰富智能柜台的地方特色政务服务品种;农业银行则提升全流程智能化办贷效率,网点客均等待时间压降20%。

  此外,线下网点也是商业银行推进养老金融的重要切口。中信银行年报显示,该行网点适老化改造率达100%;中国银行年报提及,该行线下持续提升适老化服务水平,已建成敬老服务达标网点10265个、养老服务示范网点1145个,对外营业网点敬老服务达标率100%。

  而在科技金融、绿色金融、普惠金融等赛道,许多银行着力打造科技专精特新、绿色、普惠小微等专业支行。

  平安银行年报显示,去年,该行积极开展绿色低碳网点试点建设,以场景物联、智能感知为核心,实现用电安全监测、智能物联自动控制和智能屏幕展示,建设安全高效、绿色节能的低碳网点。青岛银行则在济南打造了科技金融专营中心,推动5家科技金融特色支行建设,升级迭代科技金融服务模式。截至2024年末,该行科技金融贷款余额突破187亿元,较上年末增长46.7%,超过了全行贷款平均增速。

  “未来,网点不再是简单的业务办理场所,而是银行与客户交互的‘触点’,甚至成为品牌形象的展示窗口。”王蓬博指出,尽管网点转型已成银行业共识,但平衡成本与客户体验仍需足够重视。

  王蓬博表示,这是因为:一方面智能化设备的投入和维护成本较高,另一方面中老年客户对线下服务的依赖度仍然较高。

  可以预见,未来几年,银行网点的缩减趋势仍将持续,但速度或将放缓,精细化运营、差异化定位将成为竞争的关键。

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