低调换名难掩规模崇拜资产荒促银行抢跑2026年“开门红”

Core Insights - The "opening red" marketing strategy in Chinese banks is evolving, with a shift towards earlier initiation and a focus on balancing scale and structure in operations [1][6][5] - Regional small and medium-sized banks are leading the charge in this new approach, while larger state-owned banks are adopting a more subdued stance [1][2] - The industry is facing challenges such as "asset scarcity" and narrowing interest margins, prompting banks to adopt proactive strategies to secure resources and clients [6][4] Group 1: Changes in Marketing Strategies - The term "opening red" is being replaced with alternative phrases like "spring action" and "financial service festival" to comply with regulatory expectations [3][2] - Despite the name changes, promotional activities continue, indicating that the underlying pressure to achieve performance targets remains unchanged [2][4] - Banks are increasingly focusing on enhancing customer relationships and optimizing service offerings rather than merely expanding scale [4][5] Group 2: Operational Focus and Challenges - The primary focus of the "opening red" activities remains on deposit gathering and lending, with banks aiming to improve the structure of their liabilities [4][6] - The average net interest margin for commercial banks narrowed to 1.42% by Q2 2025, intensifying the urgency for banks to secure early loan placements [6][5] - Many banks are exploring differentiated transformation paths, using the "opening red" strategy as a means to implement long-term objectives rather than just short-term gains [6][7] Group 3: Strategic Recommendations - Banks are encouraged to leverage big data and customer relationship management systems to enhance targeted marketing efforts during the year-end period [7] - There is a recommendation for banks to adjust credit resources towards strategic industries and green finance to establish a solid foundation for future growth [7]