An open letter to WeChat: 6 (new) suggestions from an advertiser
WeChat/Advertising
Editor’s note:
This was contributed by Jeremy Webb, vice president at one of the largest advertising companies operating in China. Jeremy has lived in Beijing for the past 10 years, helping companies build their brands and businesses on Chinese social media. Follow him on WeChat (angry_editor) or on Twitter (@thepekingorder).
Dear WeChat,
First,I hope you didn’t mind the last letter. “Warning” was meant in the nicest possible way. And I hope it didn’t seem arrogant—your last four years, since I wrote that open letter, have proven you needed no advice from anybody… least of all from me.
Almost single-handedly you’ve led a global news narrative about Chinese innovation. People used to call China a “copycat” before you came along. You now make Facebook seem old, Snapchat seem frivolous, and Whatsapp seem archaic. It makes me proud to work in China.
But you don’t need me to tell you this. You already know I’m a fan. You’re central to most of our campaigns. We spend tons on you and want to spend more. But what else could you do for us?
Keep it real
In the last letter I implored you to “keep out the crap” – not letting people fake success. You’ve done OK. Fakery is not as blatant as it was on Weibo, and you’re regularly shutting down traffic farms. Keep it up. Do more. For WeChat to stay great w for there to be great content, we need reliable metrics that cannot be faked.
Make sharing easier
I mentioned this in the last letter. Easy sharing is great for the virality of our clients’ campaigns, but also for society at large. Weibo deserved credit for fostering vibrant societal conversation that scrutinized local government and dodgy business practices alike. WeChat’s closed environment means you’ll have little such legacy. So maybe there’s more you could do?
Tell us more
Before I asked you to let us listen to what people are saying. Such data helps us make better and less annoying ads. Well, you didn’t let us know what people are saying, but you did let us know what people are searching for with WeChat Index. Thanks for this – great start. But be it search or listening, we’re hungry for more insight.
Keep improving your ad tools
Last time I didn’t say anything about your ad products. I was being polite. They were weak back then and you’ve improved them greatly. Cheers. But keep on improving. Sure, I know you want us to focus on utility, but many of us are still looking for straightforward awareness. Keep improving the targeting and bringing the costs down, and we’ll keep on spending.
Don’t distract us
Us ad guys love shiny new objects. Many got excited about mini programs, for example. I didn’t… and am still hoping to be proven wrong. Another one is live broadcasting. Stay away from this too. We get distracted by these things and spend more on making the content for them than on getting enough people to actually see them.
Find new high ground
Western internet platforms get huge scrutiny from the media and public. This makes them better (mostly). Think of the shit Facebook gets for ad fraud and that YouTube gets for extremist content. There are things you could change… How about starting with data security? With little encryption, for example, yours leaves much to be desired. I believe China will soon become more concerned about this. Get ahead of the game.
Thanks for hearing me out. Just my ten cents.
Jeremy (and other marketers in China)
责任编辑：
声明：本文由入驻搜狐号的作者撰写，除搜狐官方账号外，观点仅代表作者本人，不代表搜狐立场。
今日搜狐热点600036 : 招商银行2013年度社会责任报告_招商银行(600036)_公告正文
600036 : 招商银行2013年度社会责任报告
公告日期：
社会责任报告 2013
China Merchants Bank
Social Responsibility Report for 2013
社会责任报告 2013
China Merchants Bank
Social Responsibility Report for 2013
Notes on Reporting
报告编制说明
(I) Scope of the Report
The report is primarily about China Merchants Bank, covering the head
oce, branches throughout China and Wing Lung Bank. In this report,
“China Merchants Bank”, “CMB ”, “the Bank”, “we”, “our” and “us” shall
refer to the China Merchants Bank Co., Ltd., where the context allows.
Reporting Period: January 1, 2013 to December 31, 2013
Reporting Cycle: Annual
(III) Notes on Data Reported
All nancial data in the Report are from the 2013 Financial Statements
of the Bank and other data are primarily related to the Bank’s business
operations in 2013, with certain data from previous years included
where relevant. Unless otherwise stated, monetary amounts stated in
this Report are in RMB.
(IV) Report Assurance Approach
To assure the authenticity and reliability of the content of the Report, it
has been submitted to Bureau Veritas, which will audit the Report
following IASE3000 and issue an independent audit report and
statement.
(V) Release of the Report
The Report is released both in printed and electronic versions, with the
latter available at /.
(II) Principles for compilation
This report is compiled in reference to the Guidelines for Sustainability
Report of Global Reporting Initiative (G4) and the Additional Guidelines
for Financial Service Industrypublished by the Global Reporting
Initiative (GRI), as well as the standards of ISO26000, AA1000, etc. This
report is in compliance with the relevant requirements set forth in the
Opinions of the General Office of China Banking Regulatory Commission
on Strengthening the Social Responsibility of Banking Financial
Institutions, the Guidelines on the Corporate Social Responsibility of
Banking Institutions of China issued by China Banking Association and
the Guidelines of Shanghai Stock Exchange for Environmental
Information Disclosure of Listed Companies.
报告组织范围：本报告以招商银行股份有限公司为主体
部分，涵盖本行总部、境内外各地分行和永隆银行。为
便于表达，在报告的表述中分别使用“招商银行”、“招
行”、“本行”、“我们”。
报告时间范围：日至日。
报告发布周期：本报告为年度报告。
（一）报告范围
本报告参照全球报告倡议组织（GRI）《可持续发展报告
指南》（G4）及《金融服务业补充指南》、ISO26000、
AA1000等标准要求编写，满足中国银监会《关于加强银
行业金融机构社会责任的意见》、中国银行业协会《中
国银行业金融机构企业社会责任指引》和上海证券交易
所《上海证券交易所上市公司环境信息披露指引》的相
（二）报告编制原则
报告中的财务数据均来自2013年度财务报告，其他数据
以2013年为主，部分包括以前年度数据。本报告中所涉
及货币金额以人民币作为计量币种，特别说明的除外。
（三）报告数据说明
为保证报告的真实性、可靠性，本报告提交BUREAU
VERITAS按照国际标准IASE3000进行报告审验，并提供独
立的审验报告和声明。
（四）报告保证方法
报告以印刷版和电子版下载两种形式发布。电子版可在
本行网站下载 (网址：）。
（五）报告发布形式
董事长致辞
关键绩效表
携手两小助梦飞翔，持续创新共赢成长
（一）专营体系更趋专业
（二）专业服务贴心全面
（三）定制产品因地制宜
（四）贷款风险共同经营
拥抱移动互联时代，指尖上的金融生活
（一）移动生活精彩纷呈
（二）微信“ 小招 ”贴心服务
（三）移动支付得心应手
发挥金融平台价值，共同实现公益梦想
（一）搭建平台人人公益
（二）透明公益持续发展
（一）招商银行基本介绍
（二）招商银行公司治理
（三）深化全面风险管理
社会责任管理
（一）葵花责任理念模型
（二）招行与利益相关方
（三）真情付出赢得认可
Chairman’s Address
President’s Address
List of Key Performances
Depictions of Our Social Responsibility Performance
Responsibility-related Topics
Topic 1: Helping Small and Micro Enterprises to Realize their Dreams
and Sustaining Innovations for Win-win Growth
(I) Increasingly Professional Specialized Service System
(II) Comprehensively Tailored Professional Services
(III) Customizing Products to Suit Local Conditions
(IV) Co-managing Loan Risks
Topic 2: Financial Services at the Fingertip in the Mobile
Internet Era
(I) Admirable Lifestyle with Mobile Phones
(II) Considerate Services through Wechat Pal “Little CBM”
(III) Handy Mobile Payments
Topic 3: Exerting the Value of the Financial Platform to Realize Shared
Public Welfare Dream
(I) Building Public Welfare Platforms to Get Everyone Involved
(II) Constantly Developing the Transparent Public Welfare Program
About China Merchants Bank
(I) Basic Information
(II) Corporate Governance
(III) Enhancing the Comprehensive Risk Management
Social Responsibility Management
(I) Sunower Notion and Model of Social Responsibility
(II) CMB and Stakeholders
(III) Recognition of Our Sincere Contributions
一、深化二次转型，价值创造助发展
（一）服务国家经济发展
（二）跨境金融助梦全球
（三）千鹰展翼再助中小
（四）实现股东持续价值
二、持续服务升级，随心随享好体验
（一）葵花向阳因您而变
（二）流程改造全新体验
（三）渠道拓宽尽享精彩
（四）保障客户财富安全
（五）金融普及服务百姓
（六）客户满意提升体验
三、践行低碳环保，绿色金融助梦圆
（一）绿色信贷贷动未来
（二）绿色创新推动发展
（三）绿色运营畅享文明
（四）绿色公益播撒希望
四、搭建发展舞台，快乐工作共成长
（一）保障权益促进公平
（二）健全通道拓宽平台
（三）提升能力造福社会
（四）关爱员工分享幸福
五、携手各界共赢，传递温暖正能量
（一）锲而不舍定点扶贫
（二）人人公益爱满葵园
（三）依法合规诚信透明
（四）携手各界一路同行
第三方审验
信息反馈表
I.Deepening the Second Transformation and Promoting Development through Value Creation
(I) Serving National Economic Development
(II) Cross-border Financial Services Help Realize Dreams for Overseas Development
(III) “Qian Ying Zhan Yi” Provides Further Assistance to Small and Medium Enterprises
(IV) Realizing Sustainable Value for Shareholders
II. Updating the Services Constantly for Customers’ Better Experience
(I) We Are Here Just for You as Sunower Follows the Sun
(II) New Experience from Procedure Remolding
(III) Expanding the Channels and Enjoying the Wonders
(IV) Safeguarding the Safety of the Customers’ Wealth
(V) Popularization of Finance Brings Benets to the Public
(VI) Improving Customer Satisfaction
III.Carrying out Low-carbon Environment Protection and Helping Green Businesses Realize
Dreams through Green Finance
(I) Green Loans Spurred Future Development
(II) Promoting Development through Green Innovation
(III) Green Operations for Improved Civilization
(IV) Spreading Hope through Green Public Welfare Initiatives
IV. Building a Platform for Happy Work and Mutual Development
(I) Promoting Fairness through Protecting Employee Rights and Interests
(II) Building Channels and Expanding Platforms for Career Development
(III) Enhancing our Competency to Benet the Whole Society
(IV) Caring about Employees and Sharing Happiness with Them
V. Joining Hands with the Public and Passing on Positive Energy
(I) Dedicated Eorts for Targeted Poverty Alleviation
(II) Public Welfare by Everyone and Love Fills in the Sunower Garden
(III) Operating in a Lawful, Compliant, Sincere and Transparent Manner
(IV) Joining Hands with the Public for Co-development
Looking Ahead to 2014
Third-party Certication
GRI Indexes
Reader’s Feedback Form
Chairman’s Address
董事长致辞
招商银行2013年社会责任报告 001
Chairman of Board of Directors
The year 2013 was the rst year to fully implement the spirit of the 18th
National Congress of the CPC and a key year for the implementation of
Five-year Plan. During the year, faced with the far-reaching
eects of the international nancial crisis and the complicated domestic
economic environment, CMB braved diculties and earnestly
implemented the Second Transformation. We footnoted our notion of
social responsibility of “committing to sustainable nance services,
increasing sustainable values and contributing to sustainable
development”, making positive contribution to the sustainable
economic and social development of the nation.
During the year, we continued to provide nancial services for the
real economy. We strictly implemented the national macro-control
policies and, giving full play to the functions and advantages of the Bank
as a nancial institution, supported the transition and upgrading of the
industrial structure, helped small and micro enterprises to grow quickly,
established our cross-border nancial service system forChinese
enterprises “going-global”, continued to increase our nancial support
for the economic development in the central and western regions and
guarantee the sustainable development with sustainable nance.
During the year, we actively promoted green nance. We
conscientiously implemented the national policies as to the industrial
and environmental work, actively implemented the green credit,
constantly innovated on green nancial product, promoted
development of green economy, advocated green operations and
instilled the concept of environmental protection into our day-to-day
operations, with the view of promoting the sustainable development of
the environment with sustainable nance.
During the year, we jointly helped boost social harmony. We adhered
to the business compliance and integrity, instilled the notion of social
responsibility into every business activities, and increased our nancial
support for elds related to the livelihood of the population. We built
open public welfare platform, joined with our stakeholders to actively
give back to the community, passed on positive energy, sought to
achieve a harmonious win-win situation for the enterprise and the
society, and promote the sustainable social development with
sustainable nance.
We bear in mind the responsibilities on our shoulders and we will
make sail for that dream to come true. Following our business motto of
“We are here just for you and change as situation does” we will improve
people’s life through sustainable nancial services in answering the
changing needs of customers and social economic development,
making this world more beautiful.
2013年是全面贯彻落实党的十八大精神的开局之年，是实施
“十二五”规划承前启后的关键一年。面对国际金融危机的深层
次影响和国内错综复杂的经济形势，招商银行不畏艰难，扎
实推进二次转型，积极履行社会责任，以实际行动诠释了“致
力可持续金融，提升可持续价值，贡献可持续发展”的社会责
任理念，为促进经济社会可持续发展做出了积极贡献。
这一年，我们坚持服务实体经济。严格贯彻落实国家宏观调控
政策，通过充分发挥金融机构的功能和优势，支持产业结构转
型升级，助力“两小”企业快速成长，为中资企业“走出去”率先
构建跨境金融服务体系，继续加大对中西部地区经济发展的金
融支持，以可持续金融推动经济的可持续发展。
这一年，我们积极推行绿色金融。认真落实国家产业政策和
环境保护政策，大力推行绿色信贷，持续创新绿色金融产
品，推动绿色经济发展。积极倡导绿色运营，将绿色环保理
念融入公司日常运营各个方面，以可持续金融推动环境的可
持续发展。
这一年，我们共同助力社会和谐。坚持依法合规诚信经营，
将社会责任理念融入经营活动每个环节，加大对民生领域的
金融支持。打造开放公益平台，携手利益相关方积极回馈社
会，传递温暖正能量，努力实现企业与社会的和谐共赢，以
可持续金融推动社会的可持续发展。
责任在肩思奋进，扬帆启航助圆梦。我们将继续秉承“因您而
变、因势而变”理念，紧跟客户需求变化和社会经济发展，以
可持续金融服务改善人们的生活，让世界因为我们而变得更
002 China Merchants Bank Social Responsibility Report for 2013
招商银行2013年社会责任报告 003
President’s Address
2013年是贯彻落实十八大精神的开局之年，也是招商银行
深化二次转型、加快服务升级的关键时期。一年来，面对快
速变化的外部经营环境，招商银行以服务为主线深入推进
“二次转型”，以服务升级带动社会责任履行，综合经营协调
发展，为我国经济社会发展和人民生活品质提升做出了积极
价值创造能力不断提高。2013年，我们坚持以金融服务实体
经济发展，持续优化信贷投向，加大民生领域和新兴产业的
信贷投放。我们全面加强对“两小”企业特别是创新型成长企业
信贷支持力度，进一步扩大“千鹰展翼”计划覆盖范围和规模。
截至2013年底，集团资产总额4.02万亿元，同比增长
17.85%，净利润、股本回报率等指标表现良好，实现了效
益、质量、规模协调发展。
客户服务体验持续提升。2013年，我们秉承“因您而变”的经营
理念，努力推动服务升级，积极探索移动互联金融服务，推
出微信银行等创新型产品，不断提升客户服务水平，持续提
高客户满意度。2013年，本行有13家网点荣获“2013年度中国
银行业文明规范服务百佳示范单位”称号。
绿色低碳环保成效显著。2013年，我们创新绿色金融产品，
大力推行绿色信贷，严控“两高一剩”行业信贷限额，支持绿色
产业发展，助推经济绿色增长。我们坚持绿色低碳运营，开
展绿色公益，践行绿色环保理念。截至2013年底，全行绿色
信贷余额为1,163.72亿元，同口径比上年末增加68.25亿元。
员工职业发展更加顺畅。2013年，我们保障员工合法权益，加
大员工培训力度，全面推广双维度考评方式，不断完善薪酬福
利体系，全力推进双通道职业发展体系建设。我们高度重视员
工关爱，促进员工工作生活平衡，努力加强企业文化建设，持
续提升员工的幸福指数，致力实现员工与企业共成长。
004 China Merchants Bank Social Responsibility Report for 2013
The year 2013 was the rst year to implement the spirit of the 18
National Congress of CPC and a critical year for us to implement our
strategy for the Second Transformation and service upgrading. During
the year, faced with rapidly changing external environment, CMB
deepened the Second Transformation with service as the main thread,
promoted social responsibility through service upgrading, coordinated
development of our businesses, and made remarkable contributions to
China’s economic and social development as well as the improvement of
people’s livelihood.
Constantly promoting our value creating capacity. In 2013, we sought
to provide nancial services for the real economy and constantly
optimized the credit structure, increased investments in elds related to
the life of the general population and emerging industries. We
comprehensively enhanced credit support for small and micro
enterprises, especially innovative growing enterprises. In particular, we
further expanded the coverage and scale of our “Qian Ying Zhan Yi”
program. As of the end of 2013, we achieved a total asset of 4.02 trillion
yuan, a year-on-year growth of 17.85 %, with sound performance of
indicators including net prot and return on equity, and realized
balanced development of prots, quality and scale.
Continuously optimizing customer service experience. In 2013,
following business philosophy “We are here just for you!” we sought to
promote the service upgrading, actively explore mobile internet
nancial services by launching Wechat banking and many other
innovative products, continuously improved customer service , and
raised customer satisfaction. A total of 13 outlets of CMB were elected
into the list of Top 100 Model Service outlets in the Banking Industry of
China in 2013.
Achieving remarkably in the campaign with labels of green,
low-carbon, and environmentally friendly.In 2013, we innovated our
green nancial products, promoted green credit services, strictly
imposed a cap on industries of high energy consumption, high pollution
and excessive capacity so as to support the development of green
industry and promote the growth of green economy. We stick to green
and low-carbon operations, engaged in green public welfare and
practiced our notion of green and environmental protection. As of the
end of 2013, our balance of green loans reached 116.372 billion yuan, an
increase of 6.825 billion yuan over that at the end of the last year.
Better environment for employee’s career development. In 2013, we
continued to protect the legitimate rights and interests of our
employees, increase our eorts in sta training, promote a
bi-dimensional evaluation method and improve our pay and welfare
systems. We further promoted the development of our two-channel
career development system. We paid high attention to the benets of
our employees, helped employees balance their work and life,
strengthened the culture of the Company, continuously met the
demands of the employees, and coordinate the mutual growth of the
employees and the Company.
携手各界促进社会和谐。2013年，我们进一步深化定点扶贫
举措，拓展公益参与形式，积极参与救灾赈灾、捐资助学等
活动。我们搭建公益平台，积极倡导人人公益的理念，邀请
员工、客户和社会公众共同参与公益事业，努力为建设和谐
社会奉献爱心、传递正能量。
我们以实际行动践行社会责任，贡献可持续发展，我们的努
力得到了社会各界的广泛认可，荣获了由中国银行业协会、
《经济观察报》等权威机构媒体授予的“中国最受尊敬企业”、
“中国年度最具社会责任金融机构”等多项殊荣，连续五年问鼎
“中国顾客满意度排行榜”行业之首。
服务升级促转型，全面履责传真情。2014年，我们将继续秉
承“致力可持续金融，提升可持续价值，贡献可持续发展”的理
念，将社会责任管理与服务升级、二次转型深度融合，加强
与利益相关方沟通交流，更好地服务于民生福祉改善，为推
动经济社会可持续发展而不懈努力。
President’s Address
Tian Huiyu
招商银行2013年社会责任报告 005
Promoting social harmony through joint eorts with the public.In
2013, we further implemented our initiatives for targeted poverty
alleviation, expanded our public welfare participation channels, actively
participated in the poverty alleviation initiatives and donation of funds
we built the platform for public welfare, actively promoted
the notion of “public welfare by everyone" and invited our employees,
customers and the public to participate in public welfare and sought to
contribute to the building of a harmonious society and pass on positive
We performed our social responsibilities and contributed to the
sustainable development through our practical eorts which are widely
recognized by the public and have won us numerous awards during the
year, including the titles of “Most Respected Enterprise of China”,
“Financial Institution with the Strongest Sense of Social Responsibility in
China of the Year” by China Banking Association, Economic Observer
Newsand other authoritative agencies. CMB has been listed top in the
“List of Chinese Enterprises with the Greatest Customer Satisfaction”.
We are determined to promote Transformation by upgrading our
services and spread warmth by fullling our social responsibilities. In
2014, we will stick to our guidelines of “committing to sustainable
nance services, increasing sustainable values and contributing to
sustainable development," integrate our corporate social responsibility
management with the service upgrading and the Second
Transformation. We will seek to enhance our communication with our
stakeholders, better serve the purpose for the improvement of public
welfare and make unremitting eorts to promote the sustainable
economic and social development.
List of Key Performances
关键绩效表
经济绩效指标
社会绩效指标
环境绩效指标
指标类别 具体指标 单位 2013年 2012年（重述） 2011年
Index Unit Index category
performance
performance
Environment-related
performance indexes
(restated) 2011
29.84 28.42
税前风险调整后的资本回报率
不良贷款率
资本充足率
不良贷款拨备覆盖率2
女性员工比例
管理人员女性员工比例
人均培训费用
公益捐赠总额
每股社会贡献值3
006 China Merchants Bank Social Responsibility Report for 2013
1.纳税总额：包括所得税、营业税及附加。
2.不良贷款拨备覆盖率=贷款减值准备/不良贷款余额。
3.每股社会贡献值=每股收益+（纳税总额+职工费用+利息支出+公益投入总额-社会成本）÷期末总股本。
4.绿色信贷余额: 按照2013年3月中国银监会明确的绿色信贷口径。
1.Total tax includes income tax, business tax and surplus.
2.Allowance coverage ratio of non-performing loans = allowances for impairment losses/balance of non-performing loans.
3.Social contribution per share = Income per share + (Total tax + Employee expenses + Interest expenses + Investments in publicwelfare projects C Social costs) ÷ Total capital at the term end.
4.Based on the green loan classication determined by the CBRC in March 2013.
Total asset
Operation revenue
Total prot
The risk adjusted return on capital before tax (RAROC)
Capital adequacy ratio
Allowance coverage ratio of non-performing loans
Total number of employees
Female personnel ratio
Female management personnel ratio
Average training cost per employee
Total contributions to public welfare funds
Social contribution value per share
100 million yuan
100 million yuan
100 million yuan
100 million yuan
100 million yuan
10,000 yuan
10,000 yuan
100 million yuan
绿色信贷余额4
归属于本行股东的税后平均净资产收益率
归属于本行股东的税后平均总资产收益率
Balance of green loans
Return on average equity (after tax) attributable to the
Bank’s shareholders
Return on average assets (after tax) attributable to the
Bank’s shareholders
信用卡累计发卡
零售客户总数达
金葵花及以上客户数量
信用卡中心
招商银行总行
信用卡微信好友超过
官方微博好友
营业网点覆盖城市
海外分支机构
支持“千鹰展翼”企业(户)
手机银行签约客户总数
Grasp China Merchants Bank Report on Social Responsibilities for 2013 in Three Minutes
Value Creation
3 分钟读懂2013年招行企业社会责任工作
远程渠道办理交易
Customer Service
Total retail customers
Operation revenue
Total prot
Golden Sunower level or
above customers
Total granted
Business outlets covered Supported "Qian Ying Zhan Yi” enterprise
8 overseas branches
Ocial micro-blog
Wechat account of credit
Transactions through the
remote channels totaled
Mobile banking clienteles
(10 thousand) people
(10 thousand)
(10 thousand)
credit cards
sub-branches Credit Card Center
CMB Head oce
(10 thousand)
(10 thousand)
(10 thousand)
(10 thousand)
(100 million yuan )
(100 million yuan )
(100 million yuan )
(100 million yuan )
Depictions of Our Social Responsibility Performance
全行员工总数
全行女性员工占比
绿色贷款节能减排情况
员工俱乐部
帮扶困难职工
公益捐赠总额（万元）
绿色信贷余额（亿元）
绿色账单客户
累计节省账单用纸
万吨 万吨 1,721.60
减排二氧化碳 节水
每股社会贡献值
每月参与“月捐计划”
已筹集积分相当于
捐赠免费午餐
已筹集积分相当于
自闭症专业训练课
向雅安地震灾区捐款
减排二氧化硫
Green Development
Employee Growth
Social Harmony
Green billing customers
Green credit balance
Total number of employees of CMB
Female personnel ratio
Total contributions to public welfare funds
Employees clubs
Donated to the earthquake-stricken
areas in Ya'an, Sichuan
Total donated bonus points
equals to free lunches
Total donated bonus points equals to
professional rehabilitation training course
Involving in “Monthly Donation Project”
Social contribution value
Helped Employees in diculties
Accumulatively saved bill papers
(10 thousand) people
(100 million yuan) Green loans for energy eciency and emission reduction
Reduced carbon
dioxide emission
Reduced sulfur
dioxide emission
Saved water
(100 million ) pieces
(10 thousand ton)
(10 thousand yuan)
(People) (People)
(10 thousand yuan)
yuan per share
people/month
(10 thousand ton) (10 thousand ton)
小企业的健康发展是经济协调发展的重要组成部分，但这些小企业却经常面临筹资困难等
问题。我们通过整合服务体系、丰富产品形式等举措，为两小企业提供专业的金融解决方
案，助其实现多彩梦想。
截至2013年底，小企业贷款余额为3,000.14亿元，同口径下较年初增长49.70%，小企业贷
款占境内企业贷款比重达到27.00%，较年初上升6.94个百分点；小微企业贷款余额为
3,154.53亿元，较年初增长78.08%，小微企业贷款占零售贷款比重达到40.16%，较年初提
高13.80个百分点。
携手两小助梦飞翔，持续创新共赢成长
招商银行2013年社会责任报告 009
责任专题一
Responsibility-related
Small enterprises, whose healthy development plays important part in the coordinated economic development,
often suer from shortage of funds among other problems. Through our integrated service system, extensive
products and other initiatives, we provided professional nancial solutions for small and micro enterprises to
achieve their dreams.
As of the end of 2013, the balance of loans granted to small enterprises amounted to 300.014 billion yuan, 49.70%
up over that at the beginning of the year by the same
the loans granted to small enterprises
accounted for 27% of the total loan granted to domestic enterprises, 6.94% up over that at the beginning of the
year. The balance of loans granted to small and micro enterprises amounted to 315.453 billion yuan, 78.08% up over
that at the b the loans granted to small and micro enterprises accounted for 40.16% of the total
retail loan, 13.80% up compared with that at the beginning of the year.
Helping Small and Micro Enterprise to Realize their Dreams and
Sustaining Innovations for Win-win Growth
Increasingly Professional Specialized Service System
服务质量决定客户体验。本行着力提升小企业专业化服务能力，不断丰富两小企业贷款服
务渠道，促进全客户经营和信贷流程优化，为两小企业客户提供手续简便、审批高效、放
款及时的贷款服务，为两小企业解决金融难题。推动经营导向逐步转为“服务全部小企业客
户、为小企业客户提供全面服务”。
专业服务贴心全面
Comprehensively Tailored Professional Services
携手两小助梦飞翔，持续创新共赢成长
Helping Small and Micro enterprise to Realize their Dreams and Sustaining Innovations for Win-win Growth
010 China Merchants Bank Social Responsibility Report for 2013
Quality of service decides the customer experience. We strived to enhance our professional capacity of serving small
and micro enterprises, enriched our service channels, optimized the customer-based management and credit
granting procedures, providing easy, ecient and timely loan services and addressed their F problems. We
shifted our management orientation to “providing all small and micro enterprises with services of a full range”.
The small enterprise credit services were
collectively managed at
The Small Business Credit Center Investigation
Department and the Small Enterprise Finance
Department of the head oce were united.
为了更好地服务两小企业客户，本行以深化专营体系建设为抓手，整合小企业信贷中心与
总分行小企业金融部，完成“总、分、支”三级组织架构建设，形成涵盖产品研发、营销推
广、授信审批、风险管理的小企业专业化经营管理体系，解决分散管理问题，为小企业提
供更全面、更专业的服务。
截至2013年底，本行打造了一支3,000人的小企业专业队伍，全面服务于小企业的需求和
Development of CMB's Specialized Small Enterprise Service System
招商银行小企业专营模式发展历程
小企业专业队伍人数
复制推广阶段
在苏州成立小企业信贷中心，是全
国第一家小企业专营机构。
2009年开始小企业信贷中心推广；
2012年完成小企业信贷中心在全
行范围内的复制推广。
小企业信贷中心的业务统一到各分行；
小企业信贷中心总部和总行小企业金
融部合并。
To better serve small and micro enterprises, CMB, aiming at furthering the development of our specialized service
system, integrated the Small Enterprise Credit Center and the Small Enterprise Finance Department of the head
oce and completed an organizational structure of three levels of the head oce, branch and sub-branch, formed
specialized small enterprise operation and management system that covers the product development, marketing
and promotion, credit review and approval and risk management. This initiative solved problems arising from
independent management and made our services for small enterprises more comprehensive and professional.
As of the end of 2013, CMB had built a enterprises team for the small enterprises services of 3,000 professionals to
meet the needs of small and micro enterprises for development.
Copying and promotion stage Research stage Integration stage
The Small enterprise Credit Center
was established in Suzhou, which is
rst national specialized small
enterprise service institution.
The Small Enterprise Credit Center model
was promoted starting from 2009;
In 2012, the model was copied and
promoted across the Bank.
专营体系更趋专业
Population of The dedicated team for
the small business services amounted
to 3,000 professionals.
携手两小助梦飞翔，持续创新共赢成长
Helping Small and Micro enterprise to Realize their Dreams and Sustaining Innovations for Win-win Growth
丰富、创新的产品是让服务可持续的保证。本行秉承“服务升级，打造特色”的服务理念，
为本土企业量身定制信贷产品，推出了“税贷通”、“增信贷”等特色产品，并鼓励各分行因
地制宜开发区域性产品，满足小微企业客户全方位的融资、结算需求，让客户感受到招商
银行两小贷款“门槛低、产品全，总有一款适合您。”
“两小”产品发展历程
推出“助力贷”（子产品：“自主贷”、
“订单贷”、“置业贷”、“收账易”、“集
群贷”、“担保贷”）
推出“小贷通”（子产品：“易速贷系
列”、“信用贷系列”、“供应链融资
系列”、“中长期贷系列”和“特色贷
推出“生意贷”（子产品：“抵押贷”、
“配套贷”、“AUM信用贷”、“POS贷”、
“小额信用贷”、“供销流量贷”）、“增
招商银行2013年社会责任报告 011
Customizing Products to Suit Local Conditions
Innovative products of all kinds ensure sustainable services. Adhering to our business notion of "Upgrading
services to develop service features", we tailored credit products for domestic enterprise, including “Tax-loan
Pass” and “Credit-increasing Loan”. We also encouraged our branches to develop regional products tailored to
suit local conditions and satisfy all nancing and settlement needs of small and micro enterprises, giving our
customers a sense that “there is always one choice to your need in CMB”.
“招行小贷通为我们独创的
专利权质押，带来了充足的
资金保障，全新的研发成果
让世界为之瞩目。”
――上海三瑞高分子材料
"CMB’s Petty Loan Pass created
unique patent-mortgaged loans
for us, guaranteeing our fund
supply. The fresh product
attracted admiration from all
over the world!”
――CEO, Shanghai Sunray
Polymer Materials
Product Development for Small and Micro Enterprises
Sheng Yi Dai ( Sub-products: Di Ya Dai, Pei Tao
Dai, AUM Xin Yong Dai, POS Dai, Xiao E Xin
Yong Dai, Gong Xiao Liu Liang Dai ), Zeng Xin
Zhu Li Dai (Sub-products: Zi Zhu Dai, Ding Dan
Dai, Zhi Ye Dai, Shou Zhang Yi, Ji Qun Dai, Dan
Xiao Dai Tong (Sub-products: Yi Su Dai Series,
Xin Yong Dai Series, Gong Ying Lian Rong Zi
Series, Zhong Chang Qi Dai Series, and Te Se
Dai Series)
定制产品因地制宜
携手两小助梦飞翔，持续创新共赢成长
Helping Small and Micro enterprise to Realize their Dreams and Sustaining Innovations for Win-win Growth
风险管理能力决定业务发展的半径。本行针对贷款开展全流程、全方位、内嵌式的风险管
理，进一步优化授信调查报告，提升双签审批效率，优化放款流程，建立高效灵活的触发
式贷后管理体制，为广大小企业提供更加高效、优质、可持续的金融服务，和小微业主一
起“经营”他们的贷款风险。
截至2013年底，本行小企业贷款和小微企业贷款不良率分别为1.93%和0.60%，整体风险
贷款风险共同经营
Co-managing Loan Risks
Flexible repayment mode makes capital turnover easier
灵活还款方式盘活公司资金周转
林女士是浙江的一家餐饮管理公司的老
板，因为生意上需要资金周转，她急需350
万元投入部分固定资产的更新。林女士在
招商银行办理了“生意贷”，希望申请一笔5
年期的贷款。如果按照按揭方式还款，每
月需要7万元左右的月供，而她希望每个月
尽量少还款，以便其公司资金周转。
招商银行杭州分行给出了“本金归还计划”方
案，林女士可以自行选择每月和每年的还
款金额。她选择了前4年每年还款80万元，
最后1年还清余下的30万元，每月只还利息
的还款方式。这样，林女士每月的还款仅
有利息2万多元，较按揭还款的支出低70%
左右。“本金归还计划”这一灵活的还款方式
不仅解决了林女士公司现阶段的融资需
求，也盘活了其公司的资金。
012 China Merchants Bank Social Responsibility Report for 2013
Risk management capability determines the scale of business development. To promote the full-course and
comprehensive management of risks pertinent to the loans, CMB further optimized its credit investigation and
report procedures, promoted its double-signing review eciency, improved its loan-granting procedures and
established an ecient and exible trigger-type post-loan management system, with the view of co-managing
loan risks confronting owners of small and micro enterprises.
As of the end of 2013, the non-performing loan ratios of loans granted to small enterprises and micro enterprises
were 1.93% and 0.60% respectively, with the overall risks limited to a controllable extent.
Ms. Lin, a boss of a cantering management company
in Zhejiang, needed a turnover fund of 3.5 million
yuan for updating part of her xed assets. She
applied to CMB for a 5-year loan under Sheng Yi Dai.
If repaid by means of mortgaged loan, she had to pay
70,000 yuan every month. She hoped to minimize
the monthly repayment so as to keep her business
Hangzhou Branch of CMB tailored a principal
repayment plan for her so that she could decide the
sum to repay per month and at the end of the year.
She chose to repay 800,000 yuan each year for the
rst four years and 300,000 yuan at the end of the
Final year while repaying on the interest per month.
So she had only to repay an interest of 20,000+ yuan
per month, 70% less than the sum to be repaid
following the mortgaged loan program. This exible
repayment mode not only addressed the current
nancial needs of her company but also guaranteed
better use of her own funds.
身处移动互联网时代，您的生活方式也在悄然改变。我们率先探索手机银行、微信银行等移
动互联网金融服务，提供一站式金融解决方案和生活服务平台，带来移动互联网时代的金融
服务全新体验。
拥抱移动互联时代，指尖上的金融生活
招商银行掌上生活、
IPAD银行产品界面
招商银行2013年社会责任报告 013
责任专题二
Responsibility-related
Living in the mobile Internet era, our lifestyle is changing with it. We were among the rst to explore mobile
banking, Wechat banking and other internet-based nancial services, providing one-stop nancial solutions and a
life service platform and bringing on a new experience of nancial services in the mobile Internet era.
Financial Services at the Fingertip in the Mobile Internet Era
Interfaces of CMB’s “Life in the Palm”
application and IPAD bank
便捷生活尽在掌握
舒小姐喜欢美食，更是个手机控，招商银行
信用卡“掌上生活”客户端正合她的口味，通
过手机即可尽享美食、活动和各种折扣信
息。她喜欢提前预定位置，无论是刷卡还是
“闪付”都有微信“小招”的消费提醒，既省钱
又方便，不仅可以用积分兑换各种商品美
食，还不用排队，吃起来特别有幸福感。
拥抱移动互联时代，指尖上的金融生活
CMB’s tailor-made mobile apps are lled with new functions. Apps for iPhone, Android, iPad and Win8 PAD are
successively launched. integrates almost all services and functions of retail banking are integrated in such apps,
thus creating a one-stop public nancial platform on mobile phone, eectively meeting customers’ needs on card
in mobile internet era and helping them enjoy nancial life at their ngertips
As of the end of 2013, the CMB has a mobile banking clientele of 15.6903 million, a year-on-year increase of
62.34%, completing 51.356 million transactions (mobile payments not included), a year-on-year growth of
294.97%; corporate mobile banking users totaled 111,500, completing over 1,338,600 account inquiry, payment ,
settlement and other transactions during the year.
本行为移动生活定制全新功能的掌上生活客户端，相继推出iPhone、Android版手机银行、
iPad平板银行和Win8平板银行以来，整合了几乎所有的零售银行服务功能，打造移动金融
生活一站式开放平台，有效满足移动互联时代客户的用卡需求，畅享“触手可得”的移动金
截至2013年底，手机银行签约客户总数已达1,569.03万户，同比增长62.34%，累计交易
（不含手机支付）5,135.60万笔，同比增长294.97%；企业手机银行用户数量已达到11.15万
户，全年通过企业手机银行完成的账务查询、支付结算等各类业务操作为133.86万笔。
Admirable Lifestyle with Mobile Phones
万次 2,200
“手机银行”客户端超过
截至2013年底下载量
信用卡“掌上生活”客户端
“对我们90后来说，最大的
诱惑莫过于美食，‘掌上生
活’优惠很多，很方便，让薪
水微薄的我们体验到了小
资生活。”
――招商银行客户 舒小姐
"To us born after 1990s, delicious
food is the biggest attraction.
Life in the Palm provides many
discounts and allows us to enjoy
a better o life with our limited
――Ms. Shu, customer of CMB
转账0费用尽享便捷
转账汇款是手机银行的主要功能之一，
2013年，招商银行在全国率先推出“手机银
行转账汇款0费 用 ，享3年，每日额度高达20
万元”，为客户提供了更多便利。
“招商银行是我的网银首选
银行，手机银行转账免手续
费轻松还款，还能通过超级
网银功能管理其他银行的
账户，太方便了！”
“CMB is my rst online banking
choice. I can transfer fund for
free and manage my accounts
opened with other banks
through the function of Super
Online Banking. It is really
convenient.”
――Message from a customer
working for Google Marketing
――谷歌市场客户留言
014 China Merchants Bank Social Responsibility Report for 2013
Financial Services at the Fingertip in the Mobile Internet Era
Cumulative downloads as of the end of 2013
Mobile Phone Banking application of CMB
Life in the Palm customer application
connected with CMB Credit Card
Ms. Shu, with mobile phone complex, is a gourmet
lover, which makes her a perfect customer for the Life
in the Palm customer application of CMB. The
application enables her access to variety information
of delicious foods, activities and discounts. She likes
making reservation in advance. For each transaction,
be it done by cards or through mobile phones, the
Wechat Account “Little CMB” will inform her of every
transaction she makes via mobile phone, which is
easily convenient. She can also redeem bonus points
for various food without queuing. For each bite of
food, she enjoys a taste of satisfaction.
Account transfer is one of the major functions of the
mobile banking. In 2013, CMB launched a mobile
phone account transfer function for zero cost for three
years, with a daily account transfer limit of 200,000
yuan, which is the rst case in China and provides
customers with more convenience.
Life conveniences in your palm
Convenient account transfer services at zero cost
移动生活精彩纷呈
拥抱移动互联时代，指尖上的金融生活
离您最近的招商银行营业厅，不再是街头巷口的传统网点，而是您的微信好友“小招”。本
行率先推出信用卡微信客服和全新概念的首家“微信银行”，把移动互联网的金融服务延伸
至日常通讯应用，为客户提供多层次、多样化的智能客服和轻便易用的业务办理渠道，让
客户享受无微不至的细致服务。
截至2013年底，招商银行微信银行官方微信的好友总数达50万户，并实现了微信账务变动
通知、理财日历提醒、无卡取款、智能客服等业内领先的特色服务。招商银行信用卡官方
微信好友总数超过580万，绑定用户超过400万户，绑定率超过7成；绑定用户在官方微信
上可自助完成的服务项目达94项，占服务项目总数的85%，大幅提升客户用卡体验。
Considerate Services through Wechat Pal “Little CBM”
信用卡官方微信好友总数超过
招商银行微信银行发展历程
2012 年4 月
Ocial Wechat Account
微信官方账号
发起“点亮蓝灯
关爱自闭症儿童”慈善活
动，在微信设立官方账号，持卡人可通
过微信渠道捐赠积分为自闭症儿童提供
免费康复课程。项目结束后，招商银行
微信官方账号已经集聚了近10万粉丝。
创造性地推出国内外首家信用卡智能
“微客服”平台，首创“微信客服”和“QQ客
服”，实现了“智能机器人自助服务+坐
席人工服务”的全业务闭环服务模式。
2013 年3 月
Smart Wechat Customer Service
智能微客服
2013 年7 月
Wechat Banking
推出全新概念的首家“微信银行”，上线
LBS及语音服务，从单一信用卡服务拓
展至集借记卡、信用卡业务为一体的综
合服务平台，并在2013年底创新推出微
信账务变动通知、理财日历提醒、无卡
取款等特色服务。
招商银行2013年社会责任报告 015
Financial Services at the Fingertip in the Mobile Internet Era
The Nearest bank outlet is no longer the tradition one lies on side of street, but your Wechat Pal "Little CMB”. Our
brand-new Wechat banking services and Wechat customer service for credit card have expanded the nancial
services based on mobile internet to the daily communication functions, thusly providing our customers with a
variety of online smart customer services, convenient and easy business transaction channels and considerate
services right at your ndertips.
As of the end of 2013, CMB’s ocial Wechat account, providing series special service of account change
notication, wealth management calendar-based reminder, cashing without card and smart customer services
among other featured services leading our peers, has a total of 500,00 followers. CMB ocial Wechat account of
credit card services has over 4 million binding users which account for approximately 70% of total followed
population of over 5.80 million. Via CMB’s ocial Wechat account, the binding users can access to 94 type of
self-services, accounting for 85% of total services, signicantly promoting the customer card use experience.
Development of CMB’s Wechat Banking
On April 2, 2012, in a charity activity named
"Lighting the blue lights to help autistic children",
CMB’s ocial Wechat account was set up,
through which CMB’s cardholders could donate
their bonus points for free rehabilitation training
course of autistic children. Upon conclusion of the
activity, the ocial Wechat account had attracted
about 100,000 followes.
In March 2013, CMB launched the rst
innovative smart “App Customer Service”
platform including “Wechat Customer Service”
and “QQ Customer Service”. A closed-loop full
service mode combining intelligent robot
self-service and manual services.
In July 2013, the rst new-concept “Wechat
banking” were launched, integrating on-line
location-based services (LBS) and voice services,
expanding the credit-card-only services into a
comprehensive service platform integrating the
credit card and debit card services. By the end of
2013, series of special services as account change
notication, wealth management calendar-based
reminder, cashing without card among other
featured services were launched.
微信“小招”贴心服务
Ocial Wechat account of credit
card services has followed by a
population of 5.80 million
拥抱移动互联时代，指尖上的金融生活
随着互联网带来的年轻一代消费方式的变革，传统金融服务模式也随之发生改变。本行创
新地将移动远程支付与移动近场支付相结合，探索手机终端厂商、移动运营商等产业链各
方的合作共赢模式，持续推进移动支付产品创新，不断优化服务和体验，让生活变得更简
单、更便捷。
2013年，本行全新升级移动近场支付产品“手机钱包2.0”，大大扩展了手机支付的应用前
景。截至2013年底，本行和多家运营商达成合作，为近万名NFC手机钱包用户提供了移动
金融服务。
Handy Mobile Payments
CMB and OPPO established strategic partnership on NFC payment
招商银行就NFC支付与OPPO达成战略合作伙伴关系
日，招商银行与OPPO就NFC支
付结成战略合作伙伴关系，发布了国内品
牌智能手机厂商首款支持NFC支付功能的手
机产品OPPO N1，将银行卡功能直接加载在
内置安全芯片的手机上，无需更换特定的
SIM卡，实现以手机NFC功能与银行卡完美
结合的“手机钱包”，招行手机钱包支持
1,000元以内的小额脱机交易，把手机在支
持闪付的POS机上简单“嘀”一下即可实现快
捷支付，客户无需携带实体卡便可享受到
招商银行的优惠服务。
移动近场支付产品“手机
016 China Merchants Bank Social Responsibility Report for 2013
Financial Services at the Fingertip in the Mobile Internet Era
Financial service modes are changing as the consumption mode of young generations are aected by the
Internet. We integrated near eld communication (NFC) payment with remote payment, explored cooperation
with mobile phone manufacturers, service providers and other parties with the view of further promoting the
mobile payment innovation, optimizing service and customer experience and making life easier and more
convenient.
In 2013,we launched the "CMB Wallet 2.0", a NFC product which, greatly expanding the application prospects
of mobile payment services. As of the end of 2013, CMB had reached agreement with several mobile phone
service providers, providing mobile nancial services for nearly 10,000 NFC mobile wallet users.
On September 23, 2013, CMB and OPPO established a
strategic partnership on NFC payment and launched
OPPO N1, the rst domestic mobile phone supporting
NFC payment. The functions of the credit card is
directly loaded on the built-in chip of the mobile
phone, requiring no replacement of the SIM and
making the mobile phone a perfect mobile wallet
integrating the NFC functions and the credit card
features. The mobile phone wallet supports
o-machine transactions less than 1,000 yuan. You
can make quick payment by only moving your mobile
phone near the POS supporting “Quick Pass” and
press a key, without having to bring the credit card.
移动支付得心应手
The mobile NFC payment
product - "Mobile Wallet 2.0"
您的公益梦想，我们搭建“微慈善”桥梁和您一起实现。一端是公众参与公益的愿望，一端
是公益机构和服务对象获得更多支持的期盼，我们充分发挥金融行业的平台作用，扩大公
益活动的参与面，以专业技术推动公益的可持续发展。
发挥金融平台价值，共同实现公益梦想
招商银行2013年社会责任报告 017
责任专题三
Responsibility-related
We can build a “Micro Charity” bridge to realize your dream on public welfare together: We connect the wish of
the public to participate in public welfare eorts and the expectations of the public charity organizations and the
target population. We gave a full play to the platform functions of nancial industry to expand the operating rates
of the public welfare activities and drive Their sustainable development with professional skills.
Exerting the Value of the Financial Platform to Realize Shared Public
Welfare Dream
招商银行手机公益平台
本行不断深入与壹基金的战略合作，搭建开放式公益平台，丰富手机银行公益APP等捐赠
渠道，重点推广“月捐计划”、“小积分微慈善”、“爱满葵园”全行志愿者行动等公益项目，邀
请更多的员工、客户和社会公众共同参与慈善，让“微慈善”凝聚成“微力量”。
Building Public Welfare Platforms to Get Everyone Involved
发挥金融平台价值，共同实现公益梦想
招商银行携手壹基金举办公益平台发布会
018 China Merchants Bank Social Responsibility Report for 2013
We have been constantly conducting strategic cooperation with One Foundation and building open-ended
platforms and enriching public welfare APPs on mobile banking with the view of promoting public welfare
projects like “Monthly Donation Project”, “Bonus Points for Micro Charity”, “Love lls the sunower garden”
and inviting more sta, customers and the public to get involved and unite the “Micro Charity” into “micro
搭建平台人人公益
Exerting the Value of the Financial Platform to Realize Shared Public Welfare Dream
CMB’s mobile phone public
welfare platform
CMB and One Foundation jointly launched the release meeting of the welfare platform.
发挥金融平台价值，共同实现公益梦想
2013年，招商银行公益平台再次升级“月捐
计划”，至此5,000多万招商银行零售持卡客
户都可以通过手机银行、网上银行、营业
网点等多种方式签订“壹基金月捐协议”，支
持公益事业的可持续发展。
截至2013年底，每月有超过8万人通过公益
平台“月捐计划”捐款。
――爱心持卡人微博留言
“个人的力量也许微小，汇
聚起来就是整片阳光。”
小积分 微慈善
信用卡中心自2012年推出“小积分，微慈善”
捐助计划，帮助持卡人实现“积分变爱心”的
愿望，该积分慈善模式已被金融团工委作
为行业典型案例推广。
捐赠99个积分=1份免费午餐
捐赠500个积分=1小时自闭症儿童康复课程
截至2013年底，持卡人与招行一起捐赠累
计129,835小时自闭症专业训练课和183,041
顿免费午餐。
“希望我们所有朋友捐出去
的这份爱心都能到孩子们
的手上，让这些宝宝们都
健康快乐的成长！为了山
区的孩子们，我会一直支
――网友：轩baby
招商银行2013年社会责任报告 019
Monthly Donation Plan
In 2013, CMB updated the “Monthly Donation Plan”
again on September 22, 2013, allowing all CMB
cardholders to sign the “Monthly Donation of One
Foundation Agreement” to support the sustainable
public welfare projects through mobile banking,
e-bank, or outlets.
As of the end of 2013, over 80,000 customers
contributed to various public welfare projects through
the public welfare platform.
Since the launch of “Small Bonus Points for Micro
Charity” donation plan in 2012, we had helped our
cardholders to realize their wish to convert their
bonus points to love and the mode is being promoted
by the Youth League Committee of the Financial
Industry as a model.
99 points = 1 free lunch
500 points = 1 hour of rehabilitation training course
As of the end of 2013, CMB cardholders had donated
129,835 hours of professional rehabilitation training
for the autistic children and 183,041 free lunches.
‘The power of an individual may
be tiny but it can become
glorious sunshine once united”
――Messages on microblog
from a love cardholder
Small Bonus Points for Micro Charity
“I hope that the love donated by
all of us can be delivered to the
children and help them grow
healthily and happily. I will
always support program for the
sake of the children in poor
――Netizen: Xuan baby
Exerting the Value of the Financial Platform to Realize Shared Public Welfare Dream
发挥金融平台价值，共同实现公益梦想
2012年底，与壹基金联合发起“‘金葵花’温暖
包公益计划”，秉 持“每天一元钱，温暖孩子每
一天”的微慈善理念，引导社会关爱深受自然
灾害影响的儿童，同时组织“金葵花”客户及
其子女共赴灾区参加“亲子志愿者励志探访”
活动，向灾区儿童发放温暖包。
捐赠365元=1个温暖包
截至2013年10月活动结束，共筹集客户捐款
近568万 元 ，为“凝冻”、“洪灾”和“旱灾”3个常发
性自然灾害地区的困境儿童提供生活物资。
――14岁的志愿者 方舟
“这是我第一次参加这样的
志愿者活动，我觉得很开
心，也会将这次探访作为一
个开始，以后参加更多的志
愿者活动。”
020 China Merchants Bank Social Responsibility Report for 2013
The “Golden Sunower” warmth package plan
launched by CMB and One Foundation at the end of
2012, adhering to the philosophy of micro charity of
“one Yuan a day warms children everyday”, directed
the attention of whole society to the children in
natural hazards-stricken areas and organized “Golden
Sunower” customers and their children to the
disaster-hit area as volunteers to visit people there
and deliver warmth packages.
365 yuan = 1 warmth package
As of October, 2013, our customers had donated 5.68
million yuan for children in areas often suering the
freeze, ood and drought.
Golden Sunower Warmth Package
“This is the rst time I have taken
part in such volunteer activities.
I feel fullled and happy. I hope
to participate in more such
activities.”
――Fang Zhou, a 14-year
2013年4月，招商银行结对壹基金“海洋天堂
计划”启动以“爱满葵园”为主题的全行志愿
者行动，800支员工志愿者队伍在全国80余
个城市开展活动。招商银行还通过微博等多
渠道号召爱心持卡人、媒体及公众共同参与
到特殊儿童社会融合活动中。
――招商银行志愿者
“从这一个个被忽略的心愿
开始，给孩子们一个从自己
封闭的小世界走出来的机
会，也为普通人提供了一个
改变固有观念，真正接纳孩
子的机会。”
Love lls the sunower garden
The CMB joined hands with the “Ocean Paradise Plan”
of One Foundation and carried out a volunteer activity
themed on “Love full in sunower garden” in April,
2013. A volunteer team consisting of 800 sta carried
out public welfare activities in more than 80 cities
nationwide. CMB also called on our cardholders, the
media and the public through micro-blog and other
channels to bring children of special needs back to the
“We can give the children an
opportunity of stepping out of
their closed world” starting from
these ignored wishes, and
change the ideas of the public
to truly accept these children.”
――A volunteer from CMB
“金葵花温暖包”
Exerting the Value of the Financial Platform to Realize Shared Public Welfare Dream
发挥金融平台价值，共同实现公益梦想
“金葵花”温暖包传递葵花温暖
招商银行通过“‘金葵花’温暖包公益计划”
客户提供全方位参与公益活动的平台。除
了捐赠温暖包，捐赠客户还可以参加“‘金葵
花’亲子志愿者励志探访”活动，带着孩子加
入志愿者探访队伍，亲临贫困地区，将温
暖送到困境儿童的手里，同时也让客户子
女接受一次难得的爱心教育和励志教育。
2013年，“金葵花”温暖包公益计划共开展了
三期“‘金葵花’亲子志愿者励志探访”活动，
来自全国的30余个志愿者家庭，分别赴贵
州、云南、湖南三地，探访凝冻、旱灾、
水灾中的困境儿童并发放了温暖包。
日，总行丁伟副行长在向家寨小学将“金葵花”温暖包发放到遭受凝冻
灾害的孩子们手上，并为他们穿上新装。
招商银行2013年社会责任报告 021
CMB provides “Golden Sunower" Warmth Package
Public Welfare Program as a platform for our
customers to participate in our public welfare
activities in a comprehensive manner. They can
participate in the “Golden Sunower" parent-child
voluntary will-building activities, taking their
children to the poverty-stricken areas and giving
them an opportunity to receive charity and
will-building training while taking comforts to poor
children in such areas.
In 2013, three such activities were organized under
the program, More than 30 volunteer families went to
Guizhou, Yunnan and Hunan to visit children and take
the warmth packages to children in areas suering the
freeze, ood and drought.
“此次招行亲子志愿者探访
活动，报名的招行客户家
庭之踊跃超出了我们的预
期。而在活动中，家长和
孩子们所表现出来的参与
公益的热情和互动效果，
更是超出了我们的想象！”
――探访活动壹基金负责人
“The number of our customers
who participated in this activity
was much more than we had
expected. And what exceeded
our imagination are their
enthusiasm to participate and
the eect of the interactions
between the children and their
parents in the activity.”
――Gong Wei, person in charge
of the activity from One
Foundation
Golden Sunower warmth packages convey warmth and care
CMB Vice President Ding Wei gave the warmth packages to the children aected by the freeze and dressed them up
with new clothes in Xiangjiazhai Primary School on January 12, 2013
Exerting the Value of the Financial Platform to Realize Shared Public Welfare Dream
发挥金融平台价值，共同实现公益梦想
每一份善心都传递着美好愿望，每一分善款都应该得到善用。本行利用平台优势和技术
优势，积极探索公益基金托管机制，为公益慈善事业在资金监管、信息披露等方面开辟
新渠道。率先实现定向捐款信息告知，持续监控、反馈各项目的执行情况，积极组织捐
赠人参与体验，维护捐助人权益，不断提升公益透明度和社会公信力，助力透明公益持
重点慈善项目监督
力推定向项目合作
探索公益慈善
壹基金托管项目：作为独立第三方
全程监控壹基金资金运用。
“金葵花”温暖包公益计划：一年内组
织3次回访活动，为捐赠人提供深入
灾区体验机会；
公益平台：定期发布壹基金《壹家
人》快报，及时向捐赠人汇报。
免费午餐项目：用户可通过积分兑换，定点为
湖南湘西古丈县翁草村小学捐赠午餐。
Measures of CMB to Promote Transparent Public Welfare
招商银行助力透明公益举措
022 China Merchants Bank Social Responsibility Report for 2013
Constantly Developing the Transparent Public Welfare Program
Every piece of benevolence carries good wishes and each donation should be used well. CMB has positively
explored the mechanism of public welfare fund custody and initiated the new channels of fund supervision and
transparent information disclosure for the public welfare activities. We were among the rst to provide feedback
on and constant monitoring of the targeted donations and related welfare projects. We also organized donators
to participate in the daily public welfare activities, defended donators’ rights, constantly promoted the
transparency of such activities and social credibility and promoted the sustainable development of the cause of
transparent public welfare.
“公众非常关注公益机构的
公开透明。壹基金将资金
托管到招行，凡是给第三
方的支付，都要经过招行
审核。每年壹基金都会出
一个招行的托管报告，披
露壹基金的资金收入、流
向和用途，以此实现公开
――壹基金秘书长 杨鹏
――Yang Peng, Secretary-General
of One Foundation
“People pay much attention on
the transparency of the activities
of public welfare organization.
We One Foundation place our
fund in the custody of CMB. All
the payments to third parties are
subject to review of the custody
bank. Each year, One Foundation
produces a Custody Report from
CMB, stating the income and the
expenses and the purposes of
the expenses. We achieve the
transparency by means of the
custody report.”
One Foundation’s custody project: play
as an independent third party
monitoring the fund’s application of
One Foundation in the whole-process.
The welfare plan of Golden Sunower
warmth package: organized 3 activities
for reviewing annually, providing
donators with more access to
hazards-stricken areas.
Welfare platform: releasing regular
report - One family, report to donator in
Free lunch project: customer could redeem their points for
free lunch to the primary school in Wencao village, Xianxi
Guzhang County, Hunan Province.
透明公益持续发展
Exerting the Value of the Financial Platform to Realize Shared Public Welfare Dream
Explored the mechanism
of public welfare
fund custody
Promote targeted
projects’ cooperation
Focus on the supervision
of Charity project
招商银行成立于日，是中国第一家由企业创办、完全由企业法人持股的股份制
商业银行，也是中国政府从体制外推动中国银行业改革的第一家试点银行。2002年和2006
年，招商银行分别在上海证券交易所和香港联合交易所上市。
成立二十六年来，招商银行始终秉承“因您而变”的经营服务理念，根据内外部经营环境的
变化，主动调整经营发展战略，转变经营管理方式，不断加快产品和服务创新，致力为客
户提供更新更好的金融服务。
凭借持续的金融创新、优质的客户服务、稳健的经营风格、良好的经营业绩以及勇于担当
的社会责任感，招商银行以品牌价值68亿美元位居Millward Brown发布的2013年度BrandZ最
具价值中国品牌榜第十四位，在银行类机构中紧随四大银行排名第五。2013年招商银行再
次入选《财富》世界500强排行榜，排名较去年攀升了86位次，由498位跃至412位。当
前，招商银行正迈入新的战略发展阶段。为有效应对内外部经营环境的各种变化，持续增
强竞争优势。全面深化二次转型，稳健发展，智慧增长。在深入推进经营战略调整基础上
全面加快实现二次转型的新突破。
招商银行基本介绍
招商银行位列《财富》世界
500强排行榜
招商银行2013年社会责任报告 023
CMB was founded on April 8, 1987, as the rst joint-stock commercial bank wholly owned by corporate
shareholders in China and a pilot bank for the nancial reform promoted by the Chinese government. It is also
the rst joint-stock commercial bank wholly owned by corporate legal persons and the rst pilot bank for the
reform for promoting the reform China’s banking industry from outside the scope of state-owned banks. CMB
was listed at Shanghai Stock Exchange and Hong Kong Stock Exchange in 2002 and 2006, respectively.
Since our establishment 26 years ago, following the business guideline of “We are here just for you” we have
been adjusting our business development strategy, improving our business management mode, quickening
our product and service innovation with reference to the internal and external business environment.
CMB was ranked 14
in the BrandZ List of the Most Valuable Chinese Brands published by Millward Brown, with
a brand value of $6.8 billion and 5th in all Chinese banking institutions, following the four state-owned banks,
thanks to our continued nancial innovation, quality customer service, prudent management style, good
business performance and our commitment to the social responsibilities.CMB was listed in the List of Top 500
by Fortune, 86 places higher compared with its place in the list published in 2013, from the 498th to the 412
Currently, CMB is entering a new stage of strategic development. To eectively address various changes of
internal and external business environment, we constantly enhanced our market competency, seeking
in-depth Second Transformation while furthering the adjustment of our business strategy.
Basic Information
About China Merchants Bank
CMB ranked at 412 in the List of Top
500 by Fortune
公司组织结构图
024 China Merchants Bank Social Responsibility Report for 2013
About China Merchants Bank
Organizational Structure Chart of CMB
私人银行部
零售后援中心
Private Banking Department
Retail Support Center
期货结算部
Futures Settlement Department
资产管理部
Asset Management Department
Document Center
零售金融总部
Executive Oce of the President
General Oce of Retail Finance
流程与信息管理办公室
Process and Information Management Oce
General Oce
人力资源部
Human Resource Department
战略发展部（海外发展部）
Strategic Development Department (Overseas Development Department)
计划财务部
Plan and Finance Department
投资管理部
Investment Management Department
零售银行部
Retail Banking Department
零售综合管理部
Overall Retail Management Department
信用卡中心
Credit Card Center
远程银行中心
Direct Banking Center
养老金金融部
Pension Finance Department
公司银行部
Corporate Bank Department
同业银行部
Financial Institution Department
国际业务部
International Business Department
金融市场部
Financial Market Department
离岸业务部
Oshore Business Department
资产托管部
Asset Custody Department
投资银行部
Investment Banking Department
现金管理部
Cash Management Department
小企业金融部
Small Business Finance Department
Banking Department
Training Center
信用风险管理部
Credit Risk Management Department
934 Sub-branches
法律与合规部
Legal Compliance Department
监察保卫部
Inspection and Security Department
工会办公室
Labor Union of the Head Oce
Administration Department
工程管理部
Project Management Department
采购管理部
Purchase Management Department
113 Branches
香港、纽约、新加坡分行
Hong Kong Branch, New York Branch, Singapore Branch
北京代表处
Beijing Representative Oce
美国代表处
USA Representative Oce
伦敦代表处
London Representative Oce
台北代表处
Taibei Representative Oce
Operations Center
授信审批部
Credit Approval Department
操作风险管理部
Operational Risk Management Department
市场风险管理部
Market Risk Management Department
运营管理部
Operation Management Department
信息技术部
Information Technology Department
特殊资产管理中心
Special Assets Management Center
实施新资本协议办公室
Oce for the Implementation of Basel II Capital Accord
本行认真贯彻落实国家政策和监管要求，不断完善公司治理机制，持续推进“三会一层”的
相互制衡和良好互动，围绕二次转型，结合本行业务，扎实推进各项工作，保障了全行的
持续、稳健发展。
2013年，本行共组织召开各类重要会议共63次，审议议案183项，听取或审阅汇报事项50
项。其中，股东大会1次，审议议案17项；董事会会议17次，审议议案70项，听取或审阅
汇报事项9项；监事会会议12次，审议议案34项，听取汇报8项；董事会专门委员会会议24
次，审议议案49项，听取或审阅汇报事项28项；监事会专门委员会会议6次，审议议案12
项；没有执行董事参加的非执行董事会会议1次，听取汇报1项；独立非执行董事会议2
次，审议议案1项，听取汇报4项。董事会组织调研考察和培训活动16次，监事会组织调研
考察活动16次。
Corporate Governance Structure Chart
公司治理架构图
本行共组织召开重要会议
招商银行2013年社会责任报告 025
健全完善决策机制
About China Merchants Bank
招商银行公司治理
Corporate Governance
In 2013, we eectively implemented the national policies and regulatory requirements, continued to improve the
corporate governance mechanism and the mutual restriction and healthy interaction between the Shareholders'
Meeting, the Board of Directors, the Board of Supervisors and the management, and, centering on the Second
Transformation, exerted ourselves in substantially accomplishing various work tasks, guaranteeing the stable and
robust development of CMB.
In 2013, CMB held in total 63 sessions of meetings, discussed 183 proposals and heard or reviewed 50 matters
reported, including 1 Shareholders' Meeting, considering 17 17 meetings of the Board of Directors,
having discussed 70 proposals, heard or reviewed 9 12 meetings of the Board of Supervisors,
having discussed 34 proposals, heard or reviewed 8 24 meetings of special committees of the
Board of Directors, having discussed 49 proposals, heard or reviewed 28 6 meetings of special
committees of the Board of Supervisors, having discussed 12 1 meeting of Non-executive Directors,
having heard 1 and