■jinwen

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How to reshape financial logic from the perspective of social value and use the capabilities of financial institutions to help entrepreneurs better fulfill social values? Zheshang Bank has given the answer.

On March 15, the special promotion meeting of "Good Capital Trust", the third of the series of activities of Zheshang Bank's "Year of Financial Social Value Improvement", was held in Hangzhou. The meeting proposed that the bank will formally deploy and promote the "Good Capital Trust" project nationwide, and it is expected to serve no less than 150 "Good Capital Trust" customers by the end of this year.

Lu Jianqiang, Secretary of the Party Committee and Chairman of Zheshang Bank, said that the implementation of the "Good Capital Trust" project is an innovative practice to deepen the concept of "Good Capital Finance". It is of great significance to promoting common prosperity and helping the growth of entrepreneurs in the new era. It is the mission and responsibility of financial institutions and financial practitioners in the new era. Every financial person must agree from the bottom of his heart, take the initiative to promote the "Good Trust" project with a higher position and greater social responsibility, help entrepreneurs upgrade their wealth, and contribute financial power to the great cause of common prosperity. In the specific implementation process, efforts must be made to empower entrepreneurs to realize their social values, expand the charity financial ecosystem, help entrepreneurs determine charity projects around the "three major scenarios", and scientifically and accurately promote the implementation of "good trust". At the same time, it is necessary to improve the promotion mechanism of "good-based trusts", promote "good-based trusts" in both quantity and quality, and truly form synergy.

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Focusing on the "three major scenarios" and "two types of charity projects
Promote an autonomous and perceptible charity model

The establishment of charitable projects is a key link in the process of implementing "Good-based Trusts".

In November 2023, Zheshang Bank, together with 17 units including the Financial Services Committee of the Zheshang Association and China Philanthropists Magazine, jointly initiated and voluntarily formed the "Charity Capital Charity Alliance", a non-profit, public welfare charity financial complex, to create a "Charity Financial Ecosystem". At present, among the first batch of 33 companies that have signed the letter of intent for the "Good Capital Trust", 7 have identified charitable projects in the fields of donating money to education and promoting common prosperity.

Different from general charitable trusts,"Good Capital Trust" customizes two types of charitable projects based on the "three major scenarios" of the company's own industrial ecology, the entrepreneur's birthplace and the company's location on the basis of fully respecting the wishes of entrepreneurs:The first is to use traditional projects in the field of people's livelihood to protect the lives of people in need, promote social fairness and justice, and allow people in need to share the fruits of reform and development; the second is to give full play to the role of entrepreneurs and rural sages to promote social "good governance", and customize personalized and diversified around grassroots social governance. Charity projects to build a social governance pattern of co-construction, co-governance and sharing.

Han Yang, general manager of the Charitable Trust Department of Zhejiang Gold Trust, the trust manager, said that after the pilot project in Zhejiang Province in 2023, some companies have participated in the "Good Trust" project around the "three major scenarios". Zhejiang Jinke Tom Cat Cultural Industry Co., Ltd. in Shaoxing is mainly engaged in cultural products for children and adolescents. By participating in the "Good Trust" project, it has established a charitable trust to support children and adolescents. In addition to donating cash, it will also donate the same amount of cultural products. The person in charge of the company said,"The charity alliance has built a good platform for us to truly help us entrepreneurs to do charity independently and sensitively."

In Wenzhou, the lives of some needy farmers in mountainous areas have undergone new changes in recent years. The roofs of every household are equipped with household photovoltaics. The electricity generated by photovoltaics can not only generate benefits, but also do public welfare. These photovoltaic panels originated from Chint Anneng Digital Energy (Zhejiang) Co., Ltd.(hereinafter referred to as "Chint Anneng"), a household photovoltaic industry company under Chint Group.

Zhengtai Anneng plans to further expand the public welfare territory of "Yidian Electricity"(donating a piece of love to needy students for each electricity generation). When they learned that Zheshang Bank was promoting "charitable trusts", the two parties hit it off and cooperated with the bank's subsidiary Zhejiang Yinjin Rental carries out industrial cooperation and plans to use part of the profits of photovoltaic projects for charity to benefit more needy students in mountainous counties. At present, both parties have initially determined to serve as co-clients to donate no less than 1 million yuan to the aid field with the help of Zheshang Bank's "Good Capital Trust" to improve teaching conditions in schools in remote mountainous areas and subsidize needy students.

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Accelerate national promotion
Provide one-stop charitable financial services

Participants believed that promoting the transformation of finance from "license-centered" special services to "customer-centered" comprehensive services, and from financing services to services that pay equal attention to financing and intelligence is the key to building a financial power.

In order to speed up the promotion of "Good-based Trusts" nationwide, Zheshang Bank issued the "Guiding Opinions on Comprehensively Promoting the High-Quality Development of Good-based Trusts", proposing the development goals and work measures of "Good-based Trusts".

Since the beginning of this year, Zheshang Bank has selected a number of financial charity advisers in branches based on the establishment of a special work class for the head office to assist customers with charitable intentions in designing charitable service plans. At the same time, the bank plans to further strengthen docking cooperation with various charitable professional institutions, continuously expand the circle of friends of the "Charity Capital Charity Alliance", and provide entrepreneurs with professional, personalized and systematic one-stop charitable financial services.

It is understood that on the client side, Zheshang Bank adheres to corporate charity needs as the guide and improves the "charity + finance" service model including charity customization, charity private enjoyment, and financial empowerment, such as reducing donor custody fees and developing "rare books" series of financial value-preserving and value-added products, and includes qualified donors into private bank customer services.

At the same time, we will continuously optimize the path to help entrepreneurs realize their social values, help entrepreneurs focus on management with one hand and charity with the other, so that enterprises are not only economic entities with strong innovation capabilities, but also caring and warm social entities, so that they can be seen and touched. The charity that can be achieved is transformed into profound social capital to feed back business operations, continuously optimizes the long-term development environment of enterprises, and achieves the organic unity of social values and economic goals.

Analysts pointed out that as a project that demonstrates social value,"Good-Capital Trust" is a useful exploration for finance to effectively improve its political stance and strengthen its mission. It opens up new channels for capital to lead charity for good, and helps enterprises realize the transformation from tradition. It is an advance from charity through donations to the promotion of all-round social wealth. Looking to the future, Zheshang Bank will focus on improving the service system, strengthening charitable project planning, execution and tracking and evaluation services, and promoting "Good-based trusts" from Zhejiang to the whole country.