什么是"好金融"？银行在做好金融服务的同时，为何还要为客户提供情感价值？如何打造一家为客 户创造价值的服务型银行？上海农商银行用76载扎根本地的实践给出了答案。 传承自1949年诞生的上海农信事业 ，上海农商 银 行 坚持从百姓中来、到百姓中去， 锚定价值创 造、坚定金融为民的理念一以贯之、 始终不变 。 2022年12月，上海农商银行在多年社区金融服务 与全市网点布局的资源禀赋基础上，融合社区居民所需、市场所盼、银行所长，创新推出"心家 园"公益服务项目，致力于社会资源的金融化整合、社会问题的金融化解决和社会需求的综合化服 务。如今，超1000家公益服务站，实现上海市216个街道和乡镇全覆盖，为"15分钟社区生活圈"注 入源源不断的活力。 站在"心家园"成立三周年的新"YUAN"点，上海农商银行将讲述如何用"三原色"绘就多彩"心家 园"，如何链接社会各界共绘社区治理"同心圆"，如何凝聚3000余名心愿者编织温暖"公益缘"的动 人实践，全面 展现"心家园" 的 广度、深度和温度。 公益服务是基层治理的一项重要工作，也是社会文明进步的重要标志。越来越多人基于对社会连接、 人生意义、内在成长的深层需求，参与到社会 ...

当金融遇见公益：上海农商银行"心家园"如何凝聚志同道合"公益缘"？ 什么是"好金融"？银行在做好金融服务的同时，为何还要为客户提供情感价值？如何打造一家为客户创 造价值的服务型银行？上海农商银行用76载扎根本地的实践给出了答案。 传承自1949年诞生的上海农信事业，上海农商银行坚持从百姓中来、到百姓中去，锚定价值创造、坚定 金融为民的理念一以贯之、始终不变。2022年12月，上海农商银行在多年社区金融服务与全市网点布局 的资源禀赋基础上，融合社区居民所需、市场所盼、银行所长，创新推出"心家园"公益服务项目，致力 于社会资源的金融化整合、社会问题的金融化解决和社会需求的综合化服务。如今，超1000家公益服务 站，实现上海市216个街道和乡镇全覆盖，为"15分钟社区生活圈"注入源源不断的活力。 站在"心家园"成立三周年的新"YUAN"点，上海农商银行将讲述如何用"三原色"绘就多彩"心家园"，如 何链接社会各界共绘社区治理"同心圆"，如何凝聚3000余名心愿者编织温暖"公益缘"的动人实践，全面 展现"心家园"的广度、深度和温度。 目前，上海农商银行"心家园"公益服务站每月举办超1000场活动，每一场活动背后，都离不 ...

Core Viewpoint - Shanghai Rural Commercial Bank emphasizes the integration of financial services with emotional value for customers, aiming to create a service-oriented bank that delivers community value through its "Heart Garden" public service project [1][2]. Group 1: Community Services - The "Heart Garden" project has established over 1,000 public service stations, covering all 216 streets and towns in Shanghai, providing various community services such as elderly education, family education, and agricultural product sales [2][14]. - The bank collaborates with multiple stakeholders, including government, enterprises, and schools, to create a "concentric circle" of community governance, focusing on the financial integration of social resources and addressing community needs [2][14]. Group 2: Elderly Services - Shanghai Rural Commercial Bank serves over 70% of the elderly population in Shanghai, providing pension distribution services to more than 1.3 million customers [5]. - The bank has developed the "Enjoy Heart Life" elderly service brand, establishing nearly 100 specialized financial service outlets tailored to the needs of seniors, implementing a "six-special" standard for service [5][8]. - The bank promotes an elderly consultant system, training volunteers to educate the community about elderly care policies and services [5]. Group 3: Agricultural Support - The bank has created the "Heart Garden" agricultural product purchasing platform, connecting local farmers with urban consumers, allowing residents to access fresh and affordable agricultural products [9][10]. - Collaborations with local agricultural companies have been established to enhance the sales of high-quality local products, ensuring that financial support for agriculture is effectively implemented [10]. Group 4: Educational Initiatives - The "Heart Garden" elderly university has been launched, offering over 5,000 seniors courses in various subjects, including art and digital literacy, to enhance their quality of life [11][12]. - Family education initiatives have been introduced, providing workshops and consultations to help parents manage family dynamics and improve communication with their children [13][14]. Group 5: Overall Impact - Over three years, the "Heart Garden" project has engaged with more than 1,500 partners, conducting over 40,000 activities that have reached over 5 million people, significantly enhancing community engagement and support [14]. - The project not only extends financial services but also actively participates in social governance, addressing public concerns and contributing to community development [14].

Core Viewpoint - Shanghai Rural Commercial Bank emphasizes the integration of financial services with emotional value for customers, aiming to create a service-oriented bank that generates value for the community [1][2]. Group 1: "Heart Home" Public Service Project - The "Heart Home" public service project was launched in December 2022, focusing on the financial integration of social resources and addressing community needs through innovative banking services [1]. - The project has established over 1,000 public service stations, achieving full coverage of 216 streets and towns in Shanghai, contributing to a vibrant "15-minute community life circle" [1][9]. Group 2: Community Engagement and Cultural Activities - Shanghai Rural Commercial Bank collaborates with local community centers to create themed service activities, such as promoting local culture through performances and educational workshops [3][4]. - The bank organizes various community events, including "walking party classes" that involve visits to historical sites and cultural storytelling, enhancing community engagement and cultural awareness [4]. Group 3: Elderly Care and Support Services - The bank has partnered with local elderly service centers to provide comprehensive support, including financial safety education and health-related activities for seniors [5]. - Initiatives like the "Farm Products Discount Purchase" program allow elderly residents to access fresh produce directly, demonstrating the bank's commitment to their well-being [5][6]. Group 4: Support for Technology and Business Development - The bank has established public service stations in industrial parks to cater to the diverse needs of businesses, offering personalized consulting and training sessions [7][8]. - Monthly themed events are organized to address the specific financial needs of technology companies, facilitating connections between businesses and investment opportunities [8][9]. Group 5: Overall Impact and Vision - The "Heart Home" project has hosted over 1,000 events monthly, serving more than 3 million people, transforming the bank's role from a financial service provider to a community value co-creator [9]. - The initiative aims to foster a harmonious community ecosystem by blending the three core colors of "Party Red," "Elderly Care Yellow," and "Technology Blue," reflecting the bank's commitment to social responsibility and community development [9].

Core Viewpoint - Shanghai Rural Commercial Bank emphasizes the integration of financial services with emotional value for customers, aiming to create a service-oriented bank that enhances community welfare and social governance through its "Heart Home" public service project [3][4]. Group 1: Community Engagement - The "Heart Home" project, launched in December 2022, aims to integrate social resources and address community needs, achieving full coverage across 216 streets and towns in Shanghai with over 1,000 public service stations [3][4]. - The bank's initiatives include cultural activities, such as promoting local heritage through performances and educational programs, enhancing community engagement and cultural awareness [6][7]. - The bank collaborates with local organizations to provide various services, including financial safety education and cultural events, fostering a sense of belonging among community residents [7][8]. Group 2: Elderly Care Services - The bank has established partnerships with local elderly care centers to create "Heart Home" stations that offer services like health lectures and financial safety workshops tailored for seniors [8][10]. - Initiatives such as the "Farm Products Purchase" program allow elderly residents to access fresh produce directly, demonstrating the bank's commitment to their well-being beyond financial services [8][10]. - The "Heart Home" stations also serve as platforms for educating seniors about financial fraud prevention, enhancing their financial literacy and security [10]. Group 3: Business Support in Technology Parks - The bank has set up "Heart Home" stations in technology parks to provide tailored financial and legal consulting services to businesses, addressing diverse needs across various industries [11][12]. - Monthly themed events are organized to deliver policy insights and financial solutions, facilitating connections between technology firms and investment opportunities [12]. - The "Heart Home" initiative has hosted over 1,000 events monthly, serving more than 3 million people, reflecting a shift from traditional financial service provision to community value creation [12].

Core Viewpoint - Shanghai Rural Commercial Bank is actively engaging in community governance through its "Heart Home" public service project, emphasizing the importance of creating value and serving the community beyond mere financial growth [1]. Group 1: Community Engagement - The "Heart Home" public service project was launched in December 2022 to explore the empowering role of financial institutions in community governance [1]. - Over 1,000 "Heart Home" public service stations have been established, achieving full coverage of 216 streets and towns in Shanghai [1]. - The bank hosts an average of over 1,000 events monthly, serving more than 5 million people cumulatively [1]. Group 2: Strategic Initiatives - During the meeting, Shanghai Rural Commercial Bank appointed community public service advisors and initiated the "Famous Doctors Entering Communities" health service quality upgrade plan [2].

Core Insights - Shanghai Rural Commercial Bank's "Heart Home" public service project celebrates its third anniversary, emphasizing community service and financial inclusion [2][3] Group 1: Project Overview - The "Heart Home" project was launched in December 2022 to explore the role of financial institutions in community governance, creating over 1,000 public service stations across Shanghai [2] - The project has achieved full coverage of 216 streets and towns in Shanghai, hosting over 1,000 activities monthly and serving more than 5 million people cumulatively [2][4] Group 2: Service Initiatives - The project includes various initiatives such as health care lectures, community education for the elderly, cultural activities, and support for families in need [4] - Specific programs include over 240 health lectures, 190 community medical visits, and the establishment of more than 120 elderly education points serving over 5,000 learners [4] Group 3: Partnerships and Future Plans - The project has expanded its network of partners, including educational institutions and health organizations, to enhance service quality and outreach [5] - Future plans include upgrading health service quality and further expanding the community service network with new partners [5]

Core Viewpoint - Shanghai Rural Commercial Bank's "Heart Home" public welfare service project celebrates its third anniversary, emphasizing the integration of financial services with community needs and social governance [1][2] Group 1: Project Overview - The "Heart Home" public welfare service project was launched in December 2022 to explore the empowering role of financial institutions in community governance [1] - The project aims to create public service stations at the community level, integrating social resources and addressing social issues through financial solutions [1] - Over 1,000 "Heart Home" public service stations have been established, covering all 216 streets and towns in Shanghai, with an average of over 1,000 events held monthly, serving more than 5 million people cumulatively [1] Group 2: Strategic Vision - The Chairman of Shanghai Rural Commercial Bank, Xu Li, emphasizes that true finance is about value creation and the warmth of service, not just numerical growth [2] - The "Heart Home" project embodies the bank's commitment to the "finance for good" philosophy and addresses the question of the bank's role in society [2] - The bank responds to the "People's City" initiative and the "15-minute community life circle" plan by breaking traditional financial service boundaries and proposing a "finance + livelihood" comprehensive service model [2] - The project utilizes a unique "Eight Ones" standardized operational system to ensure sustainable, replicable, and assessable public service [2]

Core Viewpoint - Shanghai Rural Commercial Bank has launched the "Heart Home" public service project aimed at addressing the needs of the elderly population in a rapidly aging society, focusing on financial education and community support [3][4]. Group 1: Project Overview - The "Heart Home" project was initiated in December 2022, integrating social resources through financial means to meet the educational needs of the elderly [3]. - The project has established over 1,000 public service stations across Shanghai, covering all 216 streets and towns in the city [3]. - The initiative includes the establishment of 120 elderly education centers offering more than 140 courses, serving over 5,000 elderly learners [3]. Group 2: Educational Initiatives - The project features a course titled "Protecting Your Retirement Funds," where elderly participants learn about the risks of online scams and the importance of verifying information before making financial transactions [2]. - The course emphasizes the use of technology, such as AI, to illustrate the potential for deception in digital communications [2]. Group 3: Social Impact and Future Plans - The project aims to unify commercial value and social function, addressing societal pain points while expanding market opportunities for the bank [4]. - The bank plans to continue enhancing its community services by integrating financial services into daily life, contributing to the construction of a "People's City" in Shanghai [4].

Core Points - Shanghai Rural Commercial Bank, in collaboration with various organizations, is hosting the 2025 Shanghai Urban Amateur League "Heart Home Cup" Community Square Dance Series, marking the beginning of the bank's Elderly Month activities [2] - The series includes six competition zones, attracting nearly 130 teams and over 1,800 participants, providing a professional platform for square dance enthusiasts [2] - The bank has initiated various community activities to enrich cultural life, including K-song competitions and local dialect courses, aimed at enhancing urban aesthetic vitality and building cultural bridges [2] Community Engagement - During the Elderly Month, Shanghai Rural Commercial Bank will launch a series of services themed around "Legal Protection for the Elderly, Quality Elderly Care, Active Aging, Cultural Enjoyment for the Elderly, and Financial Assistance for the Elderly" [3] - The bank plans to organize over a thousand financial knowledge and legal classes to raise awareness among the elderly about fraud prevention [3] - Collaborations with Shanghai Open University will provide elderly individuals with access to quality courses and learning experiences [3] Social Responsibility - Shanghai Rural Commercial Bank has established over 1,000 "Heart Home" public service stations, achieving full coverage across 216 streets and towns in the city [4] - The bank is committed to the mission of "Inclusive Finance to Enhance Citizens' Quality of Life" and aims to create an elderly-friendly society by integrating various resources [4]