Analysis Of Retail Transformation Of Ping An Bank

Traditional commercial banks mainly take corporate business as their profit point,but in recent years,due to the impact of the upgrading of consumption structure,the inclination of national policies and the economic downturn,corporate business has shrunk,and the status of individuals and small and micro enterprises as the main consumers has become prominent,and retail business has gradually become the pillar of each bank.The retail business has good stability and profitability because of the diversity of products and the dispersion of customers.In the environment of intensified competition in the industry,marketization of interest rates,and the introduction of new regulations on asset management,commercial banks have transformed into retail business,and retail has become an inevitable trend.At present,China's state-owned banks,joint-stock banks,local banks and other banks have shifted their business focus from public to retail,hoping to achieve good results in retail business.Ping An bank officially started retail business in the second half of 2016,with only three years of development,the retail business has made great achievements,and the proportion of retail profits ranks first.Ping An Bank's rapid progress is bound to have its experience and merits,but the development of retail business needs time accumulation,transformation and development is not completed overnight.Therefore,by consulting literature,using chart analysis,PEST and SWOT analysis,this paper makes a case study of the situation of Ping An Bank in the process of retail transformation,including the analysis of the causes of retail transformation,the difficulties before the retail transformation of Ping An Bank,the measures of retail transformation and the effects of retail transformation,and analyzes the strength,weakness,opportunitie and threat of Ping An Bank's retail transformation.Through the above analysis,the paper summarizes the excellent achievements of Ping An Bank in retail transformation,and compares it with China Merchants Bank when analyzing the deficiencies.The author finds that the proportion of high-risk assets in the transformation of Ping An Bank is high;the scale of retail liability end is small and high cost;the contribution and stickiness of customers are poor;private banks and high-value customers need to be developed.Therefore,in addition to making good use of the resources of its parent company,Ping An bank puts forward the following suggestions: first,optimize the asset-side structure,increase the proportion of low-risk loans,adjust the customer structure,and increase the scale of housing loans;second,increase the scale of deposits,increase the proportion of retail demand deposits,innovate financial products,fine pricing,and encourage customers to buy financial products;third,improve High service quality,building brand image,developing efficient customer retention mechanism,winning customer trust and increasing customer loyalty;fourth,building a first-class private bank and wealth management professional team,establishing effective customer acquisition channels,designing personalized products and improving private banking services to develop high-value customers.