The most successful regional banks

Financial life of Russian regions is often limited to what is on the local financial markets are introduced large Moscow banks, which compete for the best clients in the subject of the Federation. Most major metropolitan lending organizations have already developed regional networks. Local banks is almost impossible to compete with the giants of Moscow nor in terms of credit, nor the price of resources. However, homes and walls help: in the fight against the Muscovites regional banks are using, first, turned out communications (sometimes political), and secondly, the low level of red tape that provides high-speed decision-making. Where are surprisingly opposite situation - when the regional banks create successful branches in Moscow itself, under the noses of their most formidable competitors. The question arises: how they manage to survive in the capital, which, of course, is the richest region of Russia, but also the most intense credit institutions, that is the most highly competitive regional financial markets? Nevertheless, in Moscow, reported dozens of branches of nonresident banks. The largest among them, according to "F.", is the capital of the bank branch, "St. Petersburg". Assets of its Moscow division is about 60 billion rubles. This is not surprising, since entering the top 20 Russian banks, "St. Petersburg" - the largest bank in the country nemoskovsky, unless, of course, a truly non-resident banks and do not take into account the VTB formally registered in the northern capital, but actually resides in a tower in Moscow " Federation ". Wagon and professionals. The data collected by "F." on some of the branches of large regional banks show that, as a rule, the Moscow offices are universal financial institutions, with more or less successfully develop all aspects of financial transactions - and the passive and active. The Moscow branch of Smolensk bank should be considered as its parent organization, since it accounts for more than 80% of all bank assets. The exception among the branches, of which we have information of the Moscow branch of the Annunciation Asia-Pacific Bank, which specializes in more active operations: the Moscow branch accounts for about one-third of assets and one-third of its loan portfolio and only a small fraction of residues on client accounts. On the other hand, draws attention Metcombank branch, whose head office is registered in the city of Cherepovets, Vologda region. This branch obviously specializes in working with individuals: the Moscow division accounts for 19% of bank assets, but 62% of all deposits. "The branch office in Moscow has a large share of the retail business and customer segment of small and medium business - explained" F. "Deputy Chairman Alexey Kazakov Metcombank. - It is based on the Moscow branch began to open operational offices, credit and cash offices in other cities. If two and a half years ago Metcombank was presented only two offices, now there are 16 in 12 Russian cities, and before the end of the year their number will increase to 27. And in the Moscow branch of the bank will start various projects, which can then be replicated throughout the network. For example, this year the bank plans to expand the program to attract deposits of private clients. Moscow will be the pilot site for this project, and in the future of technology and experience will be replicated throughout the network of the bank. The role of the Moscow branch is determined by the sheer scale of the capital and its economic potential. " Following the clients. Why regional banks decide to enter the capital market? Alex Kozak from Metcombank honestly admitted that he initially served in the main branch of the representative functions. But in 2008 it adopted a new strategy for the bank, aimed at avoiding the captive model of development and the creation of a universal commercial bank with a strong network of sales. In accordance with this change and function of the branch in Moscow, now he became a full division of the universal network that provides services for all types of customers: individuals, small and medium-sized businesses and corporate clients. However, a typical scenario of joining the bank in the Moscow region is reduced to the fact that he goes after their corporate clients. "Many companies are closed in the Far Eastern markets of Moscow and St. Petersburg, both in terms of trade, and in terms of ownership of commercial enterprises, - says the chairman of the Asia-Pacific Bank Eugene Aksenov. - Many large enterprises established in the Far East, moving to Moscow. At the same time actively in the process of absorption of "Muscovites" Far Eastern companies, the number of shareholders they grow, respectively, an increasing number of solutions for managing those taken in Moscow. Therefore, to ensure quality customer support opening of the Moscow branch has become for us a necessity. " The same or nearly the same story of opening a branch in Moscow told to "F." in St. Petersburg Energomashbank in Samara and Tyumen Elkabanke Zapsibcombank. "The decision to open a branch, in addition to high market potential are taken into account demands of enterprises - VIP-bank customers who have divisions or parent organization in Moscow," - says Vice-President Andrew Zapsibcombank Sidorov. Yevgeny Aksenov of the Asia-Pacific bank also added that the Moscow branch was necessary in order to make online transactions in financial markets. Moscow Quality. Thus, the basis of the Moscow branch of the business bank account for non-resident corporate entities, one way or another connected with the companies of the "mother" of the region of the credit institution. However, on the basis of this reliable and loyal clientele and branches are trying to work on the open market. As reported by "F." bank "Saint Petersburg" bank branch in Moscow focused on working with large corporate business, providing banking services to the St. Petersburg bank customers doing business in Moscow, as well as wealthy individuals (private banking). But as the regionals can succeed in such acute competition in Moscow? The answers to this question banks are different. Some banks were told that the secret of success - a well-chosen narrow niche. For example, Metcombank in lending focused on car loans and lending to small businesses. "Our advantage - a clear focusing on selected areas and the target audience - said Alexey Kazakov. - It allows us to not be sprayed. For example, Metcombank is quite aggressive policies to gain market share for car loans in Moscow. Until recently, we focused on work with car dealers, opening there on your point of sale loans. Now our plans to expand - some of the new offices are opened in the "auto parts", which focuses large number of dealers, and hence the potential customers of the bank. " Other banks talk about additional efforts to improve the quality of their products to Moscow. Often with bank representatives talk about the focus on the remote service channels. For example, in Energomashbank plan to accept payments for customer remote banking service to at least 19 hours. Such a long business day today, not even in the St. Petersburg headquarters. "For the Moscow division characteristic of certain specific features, - says Andrey Sidorov of Zapsibcombank. - Considering the value of time in the city and the lack of opportunity to personally visit the bank, the emphasis in the promotion of banking products for businesses is on remote service channels. If the remote regions of the service needs to stimulate sales in the Moscow branch - this is the most popular way of CSC. Realizing the great need for customers to conduct remote transactions, the bank adjusts its pricing policy: in contrast to other regions, the magnitude of the rates for the remote service in Moscow and is higher than the tariff for services in paper technology, which is traditionally considered to be more expensive. " Moscow prices. Many regional banks have gone on to form the Moscow region, particularly the marketing and pricing policies. In particular, it sometimes had to regionals specifically for the discerning muscovites reduce tariffs on key services compared with those adopted in other regions. This, in particular, "F." described in Energomashbank, referring to market research showing that cash management services in Moscow costs for legal entities is much cheaper than in St. Petersburg. Therefore Energomashbank is to reduce tariffs on CSC specifically for the Moscow branch. A similar situation with interest on deposits. "The marketing and pricing policy of the Moscow branch is clearly different, but only slightly - said the representative Elkabanka. - This is mainly due to additional terms and conditions of deposit or deposit rates for companies. Pricing policy to offer the customer a better deal on deposits. " With regard to advertising, none of the respondents "F." banks are not told about the massive campaigns: the capital is too expensive and too easy to get lost among commercial competitors. "The marketing policy of the Moscow branch of the bank does not require active measures and communications, due to the appointment of the branch - function supports the bank's clients outside of the Tyumen region" - say representatives Zapsibcombank. "Our budgets do not allow you to compete with large federal banks, so count on massive advertising campaigns from Moscow we do not have - added Energomashbank. - Yes for one office and the need for them there. In Moscow, we plan to advance money transfers, currency exchange, cash management services. And the tool to attract customers will be a variety of events and information dissemination on a narrow segment of the target audience. " Nevertheless, and without hype, but relying on a loyal clientele of "provincial" origin, as well as having a clear understanding of your niche, the capital of the bank branch nonresident may well take several tens of percent of the business of its parent structure. Performance of some of the Moscow branch of the regional banks in the Bank 05/01/2011 Assets of the Moscow branch, bn. Share of assets of the Moscow branch of the bank's assets,% The loan portfolio of the Moscow branch, bn. The share of the loan portfolio of the Moscow branch of the bank's portfolio,% amount of funds on accounts of individuals of the Moscow branch, bn. Proportion of clients - individuals of the Moscow branch of the total amount in the bank,% Volume of funds in the accounts of legal entities of the Moscow branch, bn. The share of legal entities of the Moscow branch of the total amount in the bank,% Bank "Saint Petersburg" 58.83 19.3 56.54 24.7 8.28 11.4 47.81 36.9 Asia-Pacific Bank 17 20 36.4 12.52 34.2 0.81 3.7 1.06 7.9 Smolensky Bank 12.36 84.5 10.07 83.0 2.76 76.9 4.04 84.5 3 Metcombank , 99 19.2 3.57 25.2 1.55 62.0 0.10 0.7 Energotransbank 3.08 30.3 0.23 10.5 0.33 27.7 2.18 39.7 2 Elkabank , 26 10.0 1.28 19.0 0.65 12.0 0.22 8.0 Zapsibcombank 1.78 2.1 0.56 1.4 0.96 3.7 0.52 2.3 Prio- Vneshtorgbank 0.90 8.4 0.03 0.4 0.06 1.1 0.06 3.2 Source: Banks