<section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">小微企业融资难、融资贵等问题,作为一个世界性难题,长期以来受到广泛关注。难在哪里?主要在于“三高一缺”,即获客成本高、风控成本高、交易成本高以及缺乏抵质押物等,归结起来涉及信任和效能两大方面。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">金融科技恰恰能在一定程度上破解信任和效能等问题,成为缓解小微企业融资难题的重要路径。因此,近年来国内商业银行纷纷加快和深化金融科技应用,聚焦小微企业融资难点痛点,主动变革与创新服务模式,加快探索小微金融服务线上化、数字化。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">从服务载体看,<strong>银行小微金融服务数字化主要有三种模式</strong>:一是依托于本行手机银行APP推出小微金融服务,这是大部分银行做法,部分银行还打造手机银行小微金融服务专区、专版;二是通过微信小程序、公众号或借助API、H5等技术,灵活地嵌入各类社交、电商等互联网平台和场景进行主动获客,如部分中小银行;三是开发运营小微金融服务专属APP,独立于本行手机银行,为小微企业和小微企业主提供针对性的金融服务和非金融服务。当然,这三种模式并非互相排斥、孤立地存在。一些全国性银行往往“双管齐下”甚至“三管齐下”,综合运用多种线上化方式和数字化平台,更全面地触达和服务小微企业。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">但<strong>商业银行的手机银行APP往往存在着三方面的问题和不足</strong>:一是重技术开发而轻日常运营,部分APP开发完上线部署之后,后续的维护运营少有跟进;二是重注册用户而轻活跃用户,使用场景较少,存在大量的长期不动“睡眠户”,活跃用户偏少;三是重产品部署而轻用户体验,界面繁琐,操作复杂,普通用户学习成本高。总之,多数银行手机银行APP用户体验比较一般,未充分发挥作用。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">近年来,立足服务实体经济和社会民生,推出小微金融专属APP、搭建小微金融服务平台,受到越来越多银行的青睐。从应用功能、用户数量、授信金额等维度看,<strong>目前比较具有代表性的主要有作为大型银行的建设银行、作为股份制银行的平安银行和作为数字银行的微众银行等三家银行。</strong></span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><strong><span style="font-size: 15px;letter-spacing: 1px;">一、建设银行“惠懂你”APP。</span></strong><span style="font-size: 15px;letter-spacing: 1px;">2018年9月,建设银行创新推出面向小微企业和个体工商户的“惠懂你”手机APP,大大提高市场触达和覆盖能力、客户服务效率以及客户自助办理便捷性。一方面,“惠懂你”借助手机终端,以手机APP和微信小程序为服务载体,突破原有银行办理业务的物理空间和时间限制,依托互联网引导客户自主下载申贷,实现开放式服务实现无接触7*24小时服务。另一方面,注重客户体验,实现全套餐快捷服务。“惠懂你”创新集成在线测额、预约开户、股东开会、贷款办理、进度查询、贷款归还等功能,通过一部手机一站式完成。比如,对于没有开户的客户,可以线上预约,客户经理主动上门对接;支持召开线上股东会,随时随地审议融资提案,解决企业内部决策流程长问题;对于信用类贷款,只需在系统引导下点击相关功能模块,即能全流程线上办理贷款。数据显示,“惠懂你”累计访问量超过1.7亿次,下载量超2250万次,授信客户超165万户,授信金额超1.3万亿元。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><strong><span style="font-size: 15px;letter-spacing: 1px;">二、平安银行“平安数字口袋”APP</span></strong><span style="font-size: 15px;letter-spacing: 1px;">。2020年12月,平安银行将“口袋财务”升级为“数字口袋”APP,探索形成以数字账户为核心的生态运营,为企业用户特别是小微企业提供综合性服务。一方面,提供一站式融资服务。“数字口袋”集成多款信贷产品,提供智能匹配、在线测额、贷款计算器等贷款小工具,企业用户贷款申请、申请进度查询、提还款、远程面签等服务都可以在“数字口袋”完成,全程线上操作,到款速度快,门槛低,操作简便,提供7*24在线服务,企业用户可以随时办理业务。除信贷服务外,还提供保险服务。另一方面,提供部分针对性的非金融服务。如通过平安薪专区服务板块,帮助企业经营者进行工资代发、考勤管理、员工考核、员工培训、健康签到、福利分发等服务,以及数字证、数字分、差旅报销、设备租赁等跨界服务;与合作机构联合推出平安数字口袋法律智能工具,包括智能问答、案例检索、法规检索、法律计算器,帮助企业更好地实现依法合规经营。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><strong><span style="font-size: 15px;letter-spacing: 1px;">三、“微众银行企业金融”APP。</span></strong><span style="font-size: 15px;letter-spacing: 1px;">2022年9月,微众银行“微众企业爱普”APP升级为“微众银行企业金融”APP,作为微众银行企业金融品牌的服务载体,聚合了其企业金融全链路商业服务生态的全产品服务,从解决小微企业融资难的核心产品“微业贷”拓展至小微企业金融服务的全闭环,包括企业+理财、企业+保险、企业+宣传等服务。随着企业数字化经营深化,在企业手机银行APP上叠加对企业更丰富数据资源的理解,服务生态拓展至企业的数据资产应用。数据显示,APP在短短三年内已有超过200万签约企业,用户数在同业企业手机银行中处于第一梯队,其中月活企业数超过50万,超过90%小微企业贷款通过APP办理,累积发放贷款金额近万亿。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">上述小微金融专属APP从加强日常运营、激发活跃用户、提升用户体验等方面采取了很多针对性措施,为用户创造了独特的价值,活跃用户较多、用户体验良好。以“微众银行企业金融”APP为例,不但提供贷款等信贷服务,还开始提供企业保险等定制化的非信贷服务,针对性为企业经营提供风险隔离与保障,覆盖行业更多、保障更全。在信贷、保险等金融服务之外,还将赋能小微企业数字化经营的视角转向了企业本身的数据积累。此次升级的一大亮点,是其新推出企业家“数据保管箱”服务。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><strong><span style="font-size: 15px;letter-spacing: 1px;">“数据保管箱”服务</span></strong><span style="font-size: 15px;letter-spacing: 1px;">首先聚焦帮助企业安全归集、保管各类数据信息,开通服务后在企业授权下按收集合法、明示同意的原则下,自动归集企业在微众企业金融服务中上传使用过的营业执照、发票合同、交易流水等各类信息,为企业安全保管和积累各位数据信息。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">以类似像“数据保管箱”的服务为起点,APP作为数字经营的载体,将便捷企业自身安全、有效应用属于自己的数据,化数据为资产,开启企业数据管理的新体验,后续也将进一步帮助企业挖掘自身数据资产的潜在价值,探索将企业经营积累的数据转化为企业信用、转化为金融价值、转化为定制服务,帮助小微企业也能激活自身数据的资产化价值,推动企业经营管理迈向更高水平。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">所以,小微金融专属APP不仅仅是一款简单的APP。究其实质,小微金融专属APP是一个随时在线、功能强大的企业数字银行。通过开发运营APP,构建更加完整的小微金融服务生态,为小微企业提供一站式、综合性的服务,帮助缓解小微企业融资难,赋能小微企业数字化经营,是银行业领先者孜孜以求的方向。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">在产业数字金融加快发展的当下,小微金融专属APP在服务小微企业、推动产业升级等方面发挥着重要作用。建设银行、平安银行、微众银行等银行的探索和创新,为银行业通过金融科技提高小微金融服务质效积累了经验、提供了示范。当然,对于科技能力不强、客户数量较少的中小银行,开发运营专属APP并非最佳选择,应将本行手机银行APP作为数字小微金融服务的主阵地。</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">来源:电子银行网</span></section> <section style="margin-left: 16px;margin-right: 16px;line-height: 1.75em;"><span style="font-size: 15px;letter-spacing: 1px;">作者:董希淼,系中关村互联网金融研究院首席研究员、复旦大学金融研究院兼职研究员、中国电子银行网专栏专家</span></section> <section data-id="93971" data-tools="135编辑器" style="margin-bottom: 24px;outline: 0px;max-width: 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