Yang Haiping Ren Xianwen's small business credit product design is a systematic project, involving market segmentation, demand analysis, mechanism design, background support, brand promotion and so on. Doing a good job in designing credit products for small enterprises is to take market positioning as the starting point and customers as the center, and constantly improve the policy response ability and market response ability of commercial banks. Products should be highly compatible with the business characteristics of small enterprises, and the loan period should be highly compatible with the capital circulation of small enterprises. The ideal state of credit products for small enterprises is that small enterprises get bank loans at the stage of capital investment and return the loans at the stage of capital withdrawal. It is necessary to analyze the capital cycle of small enterprises from their business processes, including procurement, production and sales. It is necessary to analyze the law of capital circulation by analyzing the accounts receivable and inventory turnover of enterprises, and on this basis, set the term of each loan variety reasonably. The issuance and payment of loans are highly compatible with the timing of the use of funds by enterprises. This requires the flexible setting of loan issuance links. At present, commercial banks realize the flexible setting of the loan issuance link by giving customers certain autonomy, so as to achieve the purpose that the issuance and payment are highly compatible with the timing of enterprise use. For example, some commercial banks launch corporate overdraft account business, and according to customers' applications, the overdraft limit of the account is approved, allowing them to directly overdraw within the approved overdraft limit to obtain credit funds when the deposit in the settlement account is insufficient to pay. There are also some credit products that provide revolving credit lines to give customers more flexible choices, which is more suitable for small enterprises to use funds. The repayment design of the loan is highly compatible with the cash flow model. It is necessary to deeply grasp the cash flow model of small enterprises, especially the characteristics of capital withdrawal, whether it is a one-time return or a uniform return after a certain period. According to these characteristics, we can flexibly design the repayment methods of various credit products, and we can also consider giving customers some autonomy to choose the repayment period flexibly, or providing the design of deposit interest offset. Loan guarantee and enterprise's balance sheet are highly compatible with credit resources. According to the inventory situation of enterprises, we can design the third-party supervision mode of inventory pledge and warehouse receipt pledge mode; Intellectual property pledge loan products can be designed based on intangible assets such as software copyright, patent right and trademark use right of customers; For small business customers with large equipment, they can design equipment mortgage products; For small enterprises whose owners own securities, they can design securities mortgage loan products; For small enterprises located in the industrial chain and supply chain of large core enterprises and holding high-quality accounts receivable, accounts receivable financial products can be designed; In practice, various guarantee methods such as inventory pledge, warehouse receipt pledge, accounts receivable pledge, joint guarantee loan, equity pledge of unlisted companies, inventory pledge, equipment pledge and non-standard warehouse receipt pledge can be combined. For small enterprises whose cash flow is relatively closed, we can set up new products for small enterprise loans without guarantee. Loan pricing is highly compatible with the income and risk of small enterprises. The choice of pricing method should be consistent with the characteristics of small enterprises' business format, and the pricing level should be consistent with the income and risk degree of small enterprises. Beyond the affordability of small enterprises, it will be exhausted, and the lack of pricing is difficult to cover from the perspective of risk. Internalization of external rules The business behavior of commercial banks is always in certain rules. Commercial banks should fully respect these rules in the design of credit products for small enterprises, and embody these rules in their products. The first level is to embody the regulatory rules in products. This requires commercial banks to deeply understand the regulatory rules and creatively integrate them into the credit products of small enterprises. When commercial banks carry out product innovation, first, they should demonstrate the compliance of new products, ensure the compliance of credit products for small enterprises, and embody regulatory rules in products. Second, it is necessary to test the risk characteristics of newly designed small business credit products, sort out the risk points of each product, establish a risk control mechanism with small business credit characteristics, and internalize the risk control elements into the product elements. The second level is to embody social external rules in the design of credit products. Years of business practice have made commercial banks realize that respecting social external rules and taking social responsibility are the prerequisites for commercial banks to create a good image and realize healthy operation. Specific to the design of credit products, external rules should be integrated into product design. For example, the government advocates energy conservation and emission reduction, and the energy efficiency loan of Industrial Bank (61166, shares it) well reflects the unity of this external rule and product design; Another example is that both the government and the regulatory authorities emphasize the responsibility of supporting agriculture, and many commercial banks have introduced loans for leading enterprises in agriculture and animal husbandry industrialization, which well embodies this rule. The credit products of commercial banks should better reflect industrial policy orientation and social responsibility, and all the rules that are beneficial to people's livelihood and healthy economic development should be respected in the innovation of credit products of small enterprises. Small enterprises that use credit platform to innovate products are mostly gathered by certain business circles, chambers of commerce, industry associations and markets. These can become the basis for small enterprises to grant credit. Make use of the information accumulation advantage of credit platform to carry out product innovation. Core enterprises, large markets with centralized collection, park managers and associations know the cash flow and operation of members like the back of their hands. Using this information advantage, commercial banks can tailor credit products to develop small enterprises in batches. For example, commercial banks can intervene in small enterprises with long-term top sales ranking recommended by the credit platform. The credit line is reasonably determined according to the sales scale and cycle of the borrower in the store, and the repayment depends on the regular settlement of funds in the store, and the repayment can be made in installments within one business cycle. If core enterprises, large markets, park managers, associations and stores are willing to provide guarantees, they can also design guarantee methods according to their characteristics. Product design depends on the financial connection between credit platform and small enterprises. There is a close link between the balance sheets of core enterprises and small enterprises that provide them with raw material processing, intermediate product production, finished product assembly, research and development, sales and service. It also includes small enterprises that provide stable commodity supply or logistics services for large department stores, general supermarkets, shopping centers, warehouse-type shopping malls and other commercial retail and wholesale enterprises, and small enterprises that provide supporting products or services for major construction projects such as infrastructure, environment and energy supported by the government. According to its settlement and cash flow relationship with core enterprises, guarantee methods can be set up, including chattel pledge credit business, domestic factoring, etc., to provide small enterprises with financing products such as invoice financing, packaged loans under domestic letters of credit, buyer financing and seller financing. The combination of product design and internal adaptability and credit technology. The innovation of credit products can not be separated from the support of credit technology. At present, the good market effect of small business credit products of commercial banks is inseparable from the use of non-financial data analysis technology, cash flow analysis technology, cross-validation technology, small business rating and other technologies. It can be predicted that the innovation of credit production of small enterprises in the future will increasingly need the support of small enterprise financial data adjustment technology, rapid rating technology and historical data mining technology. Integration with credit process and post setting. Small business credit products must reflect the characteristics of small business formats. If the process and post setting can't reflect the characteristics of short-term and urgent capital demand of small enterprises, even the best products will fail. In particular, the products under the current credit batch operation mode of small enterprises need to be combined with process integration and post setting to give full play to their advantages. Combination with organization and franchise concept. The design of credit products for small enterprises should simultaneously consider the construction of franchise concept, franchise structure, special approval channel, special risk control system, professional marketing model, special assessment incentive and bottom-line management. Combined wITh it system. First of all, the innovation of credit products for small enterprises needs IT support, and even draws on IT ideas. For example, account overdraft and flexible setting of interest calculation methods need to be realized by IT system. Secondly, the credit products under the batch operation mode of small business loans need the strong support of IT system. For example, some commercial banks propose to connect the credit system and fund payment supervision system of small enterprises with the sales management system (logistics information system, warehouse management system) and financial information management system of core enterprises, integrate information flow, logistics and capital flow, and provide comprehensive financial services to customers with the trinity of fund management, credit and settlement, and develop small enterprise customers in batches. Third, small business credit product portfolio management, rapid rating and small business credit product pricing all need the support of IT system. Combined with brand promotion. Credit products for small enterprises will eventually be tested by the market when they come from the market. The design of credit products for small enterprises is based on understanding the market, while brand promotion and marketing publicity planning are the process of letting the market know about credit products. First of all, we should refine the core value and brand vision of the credit product brand of small enterprises, and design a promotion scheme that is easy to be accepted by the market. Secondly, promote small business credit products through cross-marketing. Promote the brand of small business credit products by combining with other credit products, wealth management products and other value-added services. Through the combination with financial leasing, trust, insurance, investment banking and other services, the credit products of small businesses in commercial banks are deeply rooted in the hearts of the people. (Author: Ordos (6295, Guba) Rural Commercial Bank China People's Bank Zaozhuang Central Branch)