《中国经济周刊》记者李小晓|北京报道 《China's economic weekly》Reporter LiXiaoXiao|Beijing

　　是不是富人，谁说了算？

The rich are，Who's the boss？

　　100多万的富人将把手中30万亿元的可投资资产投向哪儿？

More than 100 of the rich will hand the $30 trillion investment assets can be to where？

　　银行看重的高净值人群和超高净值人群要达到怎样的标准？

Bank value high net worth people and high net worth the crowd to achieve what standards？

　　如果你有了钱，你会交给谁来打理？

If you have the money，You will to who to care？

　　有了钱，你想干什么？

money，You want to do？

　　

算不算富人，银行说了算 Calculating do not calculate the rich，The bank

　　全世界都知道，中国有钱人越来越多了。

The whole world knows that，More and more rich people in China。

　　根据中信银行(601998,股吧)和中央财经大学联合发布的《2012年中国私人银行发展报告》，中国高净值人群数量近年来迅猛增长，总量由2006年的36.1万人增长到2011年的118.5万人，预计在2015年将达到219.3万人。同时，超高净值人群数量也由2006年的1万人增长到2010年底的3.2万人。

According to citic bank(601998,Shares it)And the central university of finance and economics of jointly issued《In 2012 China private bank development report》，China's high net worth population growth in recent years，Total amount from 2006 in 361000 to over 2011 in 1.185 million，Are predicted in 2015 to reach 2.193 million people。At the same time，High net worth population also from 2006 in 10000 to 32000 by the end of 2010 the growth。

　　与此同时，高净值人群总共持有的可投资资产从2006年的10.4万亿元增加到2010年的30万亿元，预计在2015年，这个数字将达到77.2万亿元。

At the same time，High net worth a total population of investment assets can be held in 2006 from 10.4 trillion yuan to 2010 years of 30 trillion yuan，Expected in 2015，This number will achieve 77.2 trillion yuan。

　　高净值人群，即个人可投资资产超过1000万元人民币的人群；超高净值人群，个人可投资资产超过1亿元人民币的人群。

High net worth the crowd，That a person can investment assets of more than 10 million yuan of the population；High net worth the crowd，Individual investment assets of more than 100 million yuan of the population。

　　近年来高净值人群数量的猛增，高度受益于投资性房产净值的增长。可投资资产规模在1000万~2000万人群中，投资性房地产净值占其可投资资产的比例高达70%以上。

In recent years the number of high net worth population explosion，Highly benefit from an investment real estate net worth of growth。But the scale of investment assets in 10 million ~ 20 million crowd，Net value of the investment real estate investment assets can be as high as 70% above。

　　从高净值人群掌握的可投资资产来看，2006年，高净值人群占总人数的0.028%，持有的可投资资产占比为28.7%；到了2010年，高净值人群占总人数比例为0.078%，持有的可投资资产占比也增长到了34.5%。

From high net worth the investment assets can master the crowd to see，2006 years，High net worth crowd accounts for 0.028% of total number，Held in investable assets account for ratio is 28.7%；By 2010，High net worth the total population 0.078%，Held in investable assets than also of increase to 34.5%。

　　从财富的地域分布来看，区域集中性日益明显。超过2/3的高净值人群集中在6个主要地区，即北京（18%）、广东（16%）、上海（14%）、浙江（13%）、江苏（7%）和福建（4%）。

From the district distribution of wealth to see，Regional concentration is more and more obvious。More than two-thirds of high net worth people focus on six major areas，That Beijing（18%）、guangdong（16%）、Shanghai（14%）、zhejiang（13%）、jiangsu（7%）And fujian（4%）。

　　从高净值人群的职业构成来看，私营企业主的占比为71.6%，而家族继承人的比重为1.42%。

From high net worth vocational structure of the crowd to see，The private business owners' accounts for more than 71.6%，And the family heir for 1.42%。

　　对于有钱人来说，财富到了一定的程度，钱就成了一串没有太多意义的数字。不过，对于银行们来说，这些数字是最宝贵的信息。因此，从社会意义上来讲，一个人究竟算不算是富人，银行比较权威。

For rich people，Wealth to a certain extent，Money is a string of not too much significance of number。but，For Banks, for example，These Numbers are the most valuable information。so，From the social sense，What a person is not a rich man，The bank more authority。

　　西方银行业将自然人按照金融资产划分成四个类型，以提供不同级别的服务：第一类是大众银行，不限制客户资产规模；第二类是贵宾银行，客户资产在10万美元以上；第三类是私人银行，可投资资产在100万美元以上；第四类是家庭办公室，要求可投资资产在3000万美元以上。

Western Banks will natural person in accordance with the financial assets divided into four types，To provide different levels of service：The first kind is the bank，Don't limit the customer asset scale；The second type is VIP bank，Customer assets in more than $100000；The third type is private bank，But investment assets in more than $1 million；The fourth category is family office，Requirements can be in more than $30 million investment assets。

　　不过，这些数字也都是不固定的，根据不同金融机构、不同地区、不同时间段而动态调整。例如，瑞士隆奥银行将自己的目标客户群定位为500万美元以上流动资金的人群，香港汇丰银行（HSBC）的最低门槛是300万美元。

but，These figures are not fixed，According to different financial institutions、Different areas、Different period and dynamic adjustment。For example，Switzerland's bank will own grand goal client orientation for more than $5 million of the funds flow crowd，HSBC Hong Kong（HSBC）Minimum threshold is $3 million。

　　在中国，银行客户也同样被划分成了不同财富级别，只是门槛整体比西方低。瑞士联合银行（UBS）对中国大陆客户离岸账户的资产要求仅为50万美元（约合318.7元人民币）。

In China，Bank customers also had been divided into different level of wealth，Just threshold than western low overall。ubs（UBS）For mainland China offshore accounts of customer assets requirements to only $500000（$318.7 yuan RMB）。

　　据一位国内中资股份制商业银行的内部人士透露，该银行将客户划分为四个类型：第一类也是大众银行，不限制客户资产规模；第二类是贵宾银行，要求在该行金融资产达到50万元以上；第三类是私人银行，可投资资产在1000万元以上（即高净值人群）；第四类是量体裁衣定制服务，通常可投资资产要求在1亿元以上（即超高净值人群）。

According to a domestic Chinese share-holding commercial Banks internal sources，The bank will customer is divided into four types：The first kind of and the bank，Don't limit the customer asset scale；The second type is VIP bank，Requirements in its financial assets achieves 500000 yuan of above；The third type is private bank，Investment assets can be in 10 million yuan of above（Namely high net worth the crowd）；The fourth category is custom tailored service，Usually the investment assets requirements in 100 million yuan of above（Namely high net worth the crowd）。

　　高华证券CEO章星在接受《中国经济周刊》采访时指出，中国大部分高净值人群为“第一代”富人，因此，私人银行业务目前还不到最繁荣的时候。“在发达国家，客户往往是富二代、富三代，喝红酒选珠宝长大，没有理财特长，需要专业人士帮他们为家产保值。而中国如今的第一代富人都有自己的生意，有钱都会放在生意上，因为回报会比财富管理大。因此，我们瞄准的是中国的未来。”

Gao hua securities ZhangXing CEO in accept《China's economic weekly》Interview points out that，Most of China's people for a high net worth“The first generation of”The rich，so，The private banking business is still less than the most prosperous。“In developed countries，The customer is often rich the second generation、Rich three generations，Drink red wine choose jewelry grow up，No financial expertise，Need professionals to help their house for maintenance。And now the first generation of China rich people have their own business，Money can be put in the business，Because returns than wealth management。so，Our aim is the future of China。”

　　

富人的钱，谁来打理？ Rich money，Who will do？

　　

私密的高端银行 Private high-end bank

　　中世纪末的欧洲处于不断的战争和宗教迫害中，对富豪和贵族而言，如何妥善存放口袋里的金币、将财富世代延绵下去，比如何保住自己的脑袋更重要。

At the end of the century in Europe is in constant war and religious persecution，Rich and noble of character，How to properly stored in the pocket of the gold、Wealth generation will extend it，How to keep his head than more important。

　　于是，一种私密性极强的高端银行业务应运而生。

so，A kind of illicit close sex is extremely strong of high-end banking arises at the historic moment。

　　有一种说法是，16世纪，大量受宗教迫害的贵族从法国逃往日内瓦。但他们带来的大量金钱无处存放，于是日内瓦一批银行家开始为这些贵族提供私密服务，由此诞生了最早的私人银行业务。

One story is，The 16 th century，By a religious persecution from the French aristocracy fled to Geneva。But they bring about a large amount of money is to deposit，So a batch of bankers started to Geneva for these noble provide private service，Thus was born the first private banking operations。

　　另一种说法是，17世纪，欧洲贵族总要外出打仗，就在家中安置了专门打理家财的亲信，这些亲信就逐渐演变为第一批私人银行家。

Another story is，17 th century，European noble always to go out to war，In the home is placed special house do cronies，These cronies is gradually evolved into the first private banker。

　　许多传统的私人银行业务从那时流传至今，包括资产托管、资产配置、风险管理、税收筹划、遗产规划和信托服务等。在日内瓦，私人银行目前管理的储蓄资产金融约占全球总数的35%。

Many of the traditional private banking business from then circulates，Including custody、Asset allocation、Risk management、Tax planning、Estate planning and trust services, etc。In Geneva，The private bank at present the financial assets management savings accounts for about 35% of the global total。

　　上世纪80年代以后，私人银行业务在美国得到新的发展。随着美国在越南的战争结束，“婴儿潮”出生的美国人逐渐成为中产阶层，技术创新速度加快，汇率、利率、大宗商品价格逐渐稳定下来，股票市场开始稳定上涨……良好的经济形势下诞生了一大批富翁。他们更加积极主动地管理自己的投资组合，更多应用到私人股权基金、风险资本、对冲基金等现代金融产品，私人银行业务也随之迈入新纪元。

After the 1980 s，The private banking business to get a new development in the United States。As the end of the war in Vietnam，“The baby boom”The average American born gradually become middle class，Technology innovation speed，Exchange rate、Interest rates、Commodity price gradually to stabilize，The stock market began to stabilize rising......Good economic situation was born a large number of billionaires。They more active management of their portfolios，More applied to private equity、Venture capital、Hedge funds and other modern financial products，The private banking business is then entering a new era。

　　

在中国，外资比中资动手早 In China，Foreign capital to early than Chinese

　　私人银行真正进入中国则是近几年的事。2006年，随着主要国有商业银行改制、上市以及银行业的开放，各金融机构都瞄准改革开放后诞生的“第一批富人”，纷纷涉足私人银行业务。2007年3月28日，中国银行(601988,股吧)私人银行部在北京、上海两地开业，成为国内首家设立私人银行部的中资银行；同年8月6日，招商银行(600036,股吧)总行私人银行中心开业；两天后，中信银行私人银行部开业。

Private Banks in China is really in recent years。2006 years，As major state-owned commercial bank restructuring、And the opening of the listed the banking industry，All financial institutions are targets after the reform and opening policy of birth“The first batch of the rich”，In the private banking business in succession。On March 28, 2007，The bank of China(601988,Shares it)Private home in Beijing、Shanghai opened two，Become the first domestic private Chinese Banks set up home；In the same year on August 6,，China merchants bank(600036,Shares it)Private banking center, head the opening；Two days later，Citic bank private home business。

　　2011年7月，中国银行与英国《欧洲货币》杂志发布的报告指出，截至2010年底，在中国有129家银行机构提供私人银行服务，包括五大商业银行、12家股份制商业银行、95家城市商业银行和农村金融机构、中国邮储银行以及16家在华运营的外资银行。

July 2011，The bank of China and the UK《The European monetary》Magazine report released，By the end of 2010，In China there are 129 Banks institutions provide private banking services，Including five big commercial Banks、12 share-holding commercial Banks、95 home city commercial Banks and rural financial institutions、China YouChu Banks and 16 home of the operation of foreign capital bank in China。

　　目前，私人银行的客户数量已经从最初成立时的数百位增长至万位以上，管理资产规模也大都在千亿级别。据中国银监会统计，中国银行业在个人财富管理领域的资产规模，已从2005年末的2000亿元人民币，猛增至2010年末的1.7万亿元人民币。

At present，Private banking clients from the initial number has established the when hundreds of growth to more than ten thousand people，The largest assets management are also much billions in level。According to the China banking regulatory commission statistics，China banking in personal wealth management of asset scale，Already at the end of 2005 from 200 billion yuan RMB，Shot up to 2010 at the end of 1.7 trillion yuan RMB。

　　而在中资银行动手之前，外资银行早已瞅准了这块蛋糕。2005年9月26日，瑞士友邦银行有限公司进驻上海，设立了我国首个境外私人银行代表处；2006年1月10日，埃德蒙德洛希尔银行在法国成立代表处；2006年3月28日，花旗银行私人银行部在上海正式营业，私人银行正式“登陆”中国内地。截至2010年末，在中国取得法人资格的外资银行中有37%在中国开展了私人银行业务。

And in domestic Banks begin before，Foreign Banks had already sticking to this cake。On September 26,，Swiss international bank Co., LTD in Shanghai，Set up the country's first overseas private bank a representative office；January 10, 2006，Edmund DE los hill bank set up a representative office in France；On March 28, 2006，Citigroup private home formally opened for business in Shanghai，Private bank official“landing”The Chinese mainland。At the end of 2010，China has made in the legal person status of foreign Banks in China to 37% of the private banking business。

　　

中国的私人银行还不能等同于财富管理 China's private bank also does not equal to wealth management

　　除了国内外银行纷纷开展私人银行业务外，信托公司、证券公司等金融机构也纷纷涉足这一领域，并通常将这块业务称之为“私人财富管理”。

In addition to domestic and foreign Banks are in the private banking business，Trust company、Securities companies, and other financial institutions have been involved in this field，And this business will usually be called“Private wealth management”。

　　从表面上看，私人银行和财富管理都是给高净值客户提供私密的金融服务，但在我国当前的分业经营体制下，持有牌照的不同又决定了其提供服务的不同。

On the surface，Private banking and wealth management are all for high net worth clients private financial services，But in China's current separated operation system，Hold the licensing of the different and decided to provide service different。

　　高华证券私人财富管理部执行董事刘志坚对《中国经济周刊》表示，《商业银行法》规定银行业务与信托、证券业务分离，不得兼营证券业务和信托业务，不能直接参与对工商企业的投资。因此金融机构通常都只有一种牌照（UBS除外）。

Gao hua securities private wealth management department of LiuZhiJian executive director《China's economic weekly》said，《Commercial Banks》Provisions and the trust bank business、Securities business separation，Shall not be engaged in securities business and trust business，Can't directly involved in enterprise investment for industry and commerce。So the financial institutions are usually only a licence（UBS except）。

　　《2012中国私人银行发展报告》指出，受经营范围的限制，我国私人银行无法完全通过自有产品来直接进行资产管理和全球资产配置，外资银行则在人民币业务上受到各种限制。因此，信托公司、证券公司、基金公司和阳光私募等非银行类金融机构的产品对私人银行形成了有效补充。私人银行也通过和这些机构进行合作，将各类产品集合起来，实现差异化业务经营。

《2012 China private bank development report》Points out that，The scope of business by restrictions，China private Banks can't completely through their own products to directly in the asset management and global asset allocation，Foreign Banks are in the RMB business by all kinds of restrictions。so，Trust company、Securities company、Fund company and sunshine of non-bank financial institutions such as private equity of the products to the private bank formed the effective added。Private banking and these institutions through cooperation，All kinds of products will be set up，Realize differential business。

　　

私人银行员工的独白 Private bank staff monologue

　　

最难与富人打交道 The most difficult deal with the rich

　　“免费打高尔夫、品红酒、邮轮旅行，这一切和我不到一万的月工资生活太遥远。”

“Free play golf、Magenta wine、Cruise travel，All this and I less than ten thousand monthly salary of life is too far away。”

　　《中国经济周刊》记者李小晓|采访整理

《China's economic weekly》Reporter LiXiaoXiao|Interview arrangement

　　我今年28岁，已经在一家股份制商业银行的私人银行部工作3年了。

I'm 28，In a joint stock commercial Banks have the private home for 3 years。

　　在这一行，相对于国外40岁的平均年龄，我们部门的同事大多不到30岁，我算中等年龄。在调到私人银行部之前，我是银行传统部门的客户经理，主要负责吸放存贷业务。来到新部门之后，发现我对混业经营的理解还远远不够。

In this line，Relative to the average age of 40 abroad，Most of our department colleagues are less than 30，I calculate middle age。Before being transferred to private home，I'm the manager of the traditional department bank customers，Mainly responsible for absorption and release deposit and loan business。Came to the new department later，I found that to mixed operation understanding also is far from enough。

　　私人银行业务在银行业内被称为“皇冠上的明珠”，作为私人银行业务员，我们要能够满足客户全方位的需求不仅包括客户个人的金融理财需求，也包括客户家庭、家族及企业的全面需求。因此，我们不仅要对黄金、基金、信托、股票等金融产品都十分熟悉，还要知道企业上市需要哪些手续，瑞士哪所贵族学校最好，移民加拿大有哪几种渠道等。

The private banking business in the bank called in the industry“In the crown of pearl”，As a private bank clerk，To be able to meet customer needs in all directions not only includes personal financial demand customers，Also include customer family、The family and enterprise overall demand。so，We should not only to gold、fund、trust、Stock, and other financial products are very familiar with，Also know enterprise listed what procedure to need，Switzerland which noble school is the best，Canada which several channels, etc。

　　但这些都是要通过花时间钻研才可以迈过的门槛。对我而言，最难的部分是和客户打交道。

But these are to want by spending time study can move beyond the threshold。To me，The hardest part is and clients。

　　我们目前的客户数量有1000多人，平均每个业务员要面对30~50个客户。这些客户的身份背景，涵盖了从外企高管到煤老板等诸多人群。共同点在于，他们都是拥有可投资资产在1000万元以上的有钱人，也是我们通常所说的“成功人士”。

Our current customers number more than 1000，On average, each salesman to face 30 to 50 customers。These customers identity background，Foreign executives to range from the coal boss, and many other people。Uniting feature is，They are all have investment assets can be in 10 million yuan of above of the wealthy，Also we usually say“Successful people”。

　　维持三五十个高端客户，往往比维持三五百个普通客户还要困难。高端客户本来就是各家金融机构争抢的资源，他们自身能够获得的信息就非常多，也有独到的经验，因此我们如果没有足够的专业水平给其带来实在收益，很难留住客户。同时，这种针对个人的服务强调和客户之间的长期关系，因此我们要花很多时间去建立私人友谊。

Maintain SanWuShiGe high-end customers，Often SanWuBaiGe ordinary customers than maintain more difficult。High-end customer was his financial institutions for resources，They can get their information is very much，Also has unique experience，So if we don't have enough professional level to really bring the benefits，Hard to retain customers。At the same time，This emphasis on personal service for customers and the long-term relationship between，So we spend a lot of time to establish personal friendship。

　　20多岁的小白领要想和高端人士“平等对话”，着实要下一番工夫。一方面，我们银行定期组织高端活动，例如高端体检、奢侈品消费、邮轮旅行、高尔夫比赛等；另一方面，我们自己也要对这些领域有所了解，这样才能和客户有共同语言。

More than 20 years of small white collar to and high-end personage“Equal dialogue”，Really want a lot under。On the one hand，We regularly organize bank high-end activities，Such as high-end medical、Luxury consumption、Cruise travel、Golf competition, etc；On the other hand，We also want to understand in these fields，Such ability and customers have a common language。

　　目前为止，我已经参加了红酒品评、玉石鉴赏和打高尔夫三种专业培训，今年还打算去学习骑马。当然，培训费用都是单位提供的。别看我们总是免费打高尔夫、品红酒，但一切都是为了接近客户，这些奢侈的休闲活动毕竟距离我们的真实生活太遥远了。

So far，I have joined the red wine tasting、Jade appreciation and play golf three professional training，This year I'm going to learn to ride。Of course，Training expenses are unit provides。Although we are always free play golf、Magenta wine，But all that is to close to the customer，These luxury leisure activity after all the real life of the distance we are too far away。

　　我大学毕业不到5年，一个月工资不到一万块钱，刚开始我也会很不自信：客户为什么会听我的建议？客户会不会被其他银行的美女业务员抢走？但逐渐我想通了，客户不是在和我对话，而是在和我所代表的金融平台对话。我只是一个窗口，通过我，让他了解我身后拥有的资源和产品。

I graduated from the university in less than five years，A monthly salary is less than ten thousand dollars，First I will be also very not confident：The customer will listen to my suggestion: why？The client will not be other bank of the beauty salesman take？But in time, I think，The customer is not in and I dialogue，But in and I represent financial platform dialogue。I'm just a window，Through the I，Let him know behind me have the resources and products。

　　如今，我已经可以从容不迫地和客户沟通。我不仅能够向他推荐最佳的投资组合，还可以向他引荐券商、律师、审计所，甚至可以引荐玉器鉴定师、珠宝设计师、留学顾问、马术教练等。这些和投资无关的活动占据了我大量的时间，它本身不创造业绩，但我们可以和这些机构和公司分享高端客户资源。在国外，私人银行已成为一种家族传承，一旦选择，就服务于好几代人。如今在中国，私人银行才刚刚起步，有了客户就有了一切。

now，I have already can take and customer communication。I can not only recommended to him the best investment portfolio，Can also introduce brokers to him、lawyer、auditors，Can even introduced jade appraisal division、Jewelry designer、Study abroad consultant、Riding coaches, etc。These and investment activities irrelevant for the occupied I a lot of time，It itself does not create performance，But we can and these institutions and share the high-end customer resources。In foreign，Private bank has become a kind of family heritage，Once the choice，As service in several generations。Now in China，Private bank has just started，A customer has everything。

　　

对话法兴私人银行中国区首席执行官李晓芸： Dialogue with private bank of China CEO LiXiaoYun：

　　

“我们为一个家族的几代人服务” “We for a family generations service”

　　《中国经济周刊》记者刘永刚|北京报道

《China's economic weekly》Reporter LiuYongGang|Beijing

　　楼市调控和货币政策调整，让中国富裕阶层的投资渠道日渐狭窄。他们希望那些专为财富金字塔顶端服务的私人银行能为他们谋划新的投资方向。

Property market regulation and monetary policy adjustments，Let China rich class's investment channel is narrow。They hope that are designed to wealth ladder of private banking services for planning new investment。

　　在客户的选择上，李晓芸介绍说，“净资产达到100万美金的客户并不是我们的主要目标。在中国，我们更想接触家庭型客户。比如，这个家庭到了第二代传承时，我们可以为他们做一些长期规划。国外家族办公室客户的门槛是5000万美金，中国有各种限制，不过我们还是想远离（客户净资产）100万美金的最低要求。100万（的客户）交给大零售的客户经理，我们团队资源比较有限，要向私人银行的金字塔尖发展。”

In the choice of customers，LiXiaoYun introduced said，“Net worth $1 million customers and not our main target。In China，We would like to contact GuTingXing customers。For example，The family came to the second DaiChuanCheng，We can do for them some long-term planning。Foreign office the threshold of the customer family is $50 million，China has all kinds of restrictions，But we still want to stay away from（Customer net assets）The minimum requirement for $1 million。1 million（customers）To the big retail customer manager，Our team are more limited resources，Want to private Banks pointed pyramid of development。”

　　在业务上，私人银行的项目包罗万象。

In business，Private bank projects all-encompassing。

　　法兴私人银行和洛克菲勒家族的合作叫“家族办公室”。“它比传统私人银行的门槛要高，在欧洲，我们面对很多皇室和成功的企业家，他们正面临传承的问题。这在中国也有现实意义，如何打破"富不过三代"的魔咒，帮助他们把财富延续下去。”

The private bank and the method of the Rockefeller family called cooperation“Family office”。“Than traditional private bank to the threshold of the high，In Europe，We face many royal and successful entrepreneurs，They are facing the problem of inheritance。This in China and is of practical significance，How to break"Rich only three generations"The spell of，Help keep their wealth continue。”

　　“我们曾推出一款人民币信托理财产品。这种产品投资标的为固定收益类市场，包括：银行存款、国债、金融债、央行票据、AA+级企业债、A—1及以上短期信用评级的企业短期融资券、债券逆回购、货币市场基金及其他货币市场产品等。”

“We have launched a RMB trust financial products。This product investment mark for fixed income kind market，including：Bank deposit、National debt、JinRongZhai、Central bank bills、AA + class QiYeZhai、A-1 and above short-term credit rating of the enterprise of short-term financing bonds、Bonds repurchase inverse、Money market funds and other money market products, etc。”

　　从法兴私人银行在全球业务看，可谓包罗社会生活的各个层面：有委托理财、财务咨询、外汇买卖、代理税收等；还可进一步提供旅游、信息、交通和娱乐等全方位公共服务。“这些项目如果能在中国被放行，将完全能疏通中国富豪的投资渠道。”

From the private bank in the world of business look，It covers all aspects of social life：Have entrust conduct financial transactions、Financial consulting、Foreign exchange trading、Agent taxes；Still can provide further tourism、information、Traffic and entertainment of all public service。“These programs can be released in China if，Will completely can dredge the rich Chinese investment channels。”

　　“很多客户第一次见面就会问，你们现在有什么样的产品。其实私人银行的服务单纯说产品就会显得有些短视，因为它不仅仅是一种产品，而是对于客户的全方位服务。”李晓芸说，在国外，一个酒庄老板的第五代酒庄经营者唯一的诉求就是将酒庄经营下去，多余的钱就会交给私人银行做信托或者基金。

“A lot of customer first time meet will be asked，You now have the kind of products。In fact the only private bank service said it would appear to some shortsighted products，Because it is not only a kind of product，But the all-round service for the customer。”LiXiaoYun said，In foreign，A wine of the President of the fifth generation chateau operators only appeal to business is winery on，Extra money will to private Banks do trust or the fund。

　　与刚刚起步的中资银行相比，拥有丰富长久经验的外资私人银行底气十足。

And just the start of compared Chinese Banks，Has the rich experience of foreign private bank long style is dye-in-the-wood。

　　外资私人银行在国外的服务对象往往是一个家族的几代甚至十几代人，他们为客户提供的不仅是“从摇篮到坟墓”的一生财富规划，还能帮助安排“从坟墓到天堂”的一切身后之事，遗产管理、慈善基金等都是为客户提供的服务之一，因此代代传承之下，客户的忠诚度和粘性很高。

Foreign private Banks in foreign service object is often a family several generations of even a dozen generations，They provide for the customer is not only“From cradle to grave”Life wealth planning，Still can help arrange“From the grave to heaven”All of the things behind，Heritage management、Charity fund is to provide one of the service，So from under the inheritance，Customer loyalty and high viscosity。

　　“在中国"藏富不露富"的社会形态中，大部分人多把银行当作"托管平台"而未能充分运用银行的功能及发挥其作用。”李晓芸坦言，她希望法兴银行能够将西方私人银行的优秀经验带给中国的客户。

“In China"CangFu don't LouFu"In the form of society，Most people regard as a bank"Custody platform"And failed to make full use of the function of the bank and plays its role。”LiXiaoYun said，She wants the bank to western law private bank of excellent experience to Chinese customers。

　　

中国私人银行业务的三大困境 China's private bank's three big trouble

　　在中国的富人圈子里，私人银行的业务还远谈不上火爆，更别说赶超自己的国外同

In China's rich circles，Private banking business is far from hot，Let alone catch up with their own abroad

　　行了。中国的私人银行为什么不受富人待见，很大程度上还是因为它们还不够成熟。

line。China's private bank why not be going anywhere the rich，To a great extent, or because they aren't mature enough。

　　《中国经济周刊》记者李小晓|北京报道

《China's economic weekly》Reporter LiXiaoXiao|Beijing

　　

困境1：监管缺失 Trouble 1：Lack of supervision

　　针对私人银行业务，目前国内监管法规体系尚未进行专门的规定。

According to the private banking business，At present domestic regulatory system has not carried out special regulations。

　　2009年7月，中国银监会发布的《关于进一步规范商业银行个人理财业务投资管理有关问题的通知》首度提及私人银行；2009年6月，上海市第十三届人大常委会第十二次会议通过了《上海市推进国际金融中心建设条例》，鼓励有序开发私人银行等“跨机构、跨市场、跨产品的金融业务”；上海银监局和工商管理机构基于此政策先后于2010年和2011年向工商银行(601398,股吧)、农业银行(601288,股吧)和交通银行(601328,股吧)颁发了私人银行专营机构牌照，其中批准经营的有五大范围：资产管理、财务管理、顾问咨询、私人增值服务和跨境经营服务。

July 2009，Issued by the China banking regulatory commission《On further regulating commercial bank of the personal financial management business investment management of the relevant questions of the notice》The first mention of private Banks；June 2009，Shanghai 13 th National People's Congress standing committee 12 time at the conference《Shanghai international financial center of construction regulations》，Encourage orderly development private Banks, etc“Across agencies、Cross market、Cross product financial services business”；Shanghai silver inspect bureau and the industry and commerce management institutions based on this policy has in 2010 and in 2011 to industry and commerce bank(601398,Shares it)、Agricultural bank(601288,Shares it)And traffic bank(601328,Shares it)A private bank specializing in agency awarded licences，Approval of the five business scope：Asset management、Financial management、consulting、Private value-added services and cross-border business services。

　　然而，除了上海本地颁发的三张牌照外，全国范围内私人银行专营机构牌照的申请方式和准入要求等均有待明确。

however，Besides Shanghai local issue of three the licence，Nationwide private bank specializing in institutions of licence application methods and access requirements, etc have to be clear。

　　《2012中国私人银行发展报告》指出，目前私人银行使用的监管法规主要依据现有的商业银行监督管理法律体系，在投资方向、风险管理等领域并未体现私人银行的特点。

《2012 China private bank development report》Points out that，At present the use of private banking supervision mainly on the current commercial bank supervision and management law system，In the investment direction、Risk management and other areas did not reflect the characteristics of private Banks。

　　中央财经大学教授郭田勇也建议，要尽快出台私人银行管理办法，明确私人银行的定位；全国范围内开放私人银行牌照，允许建立私人银行专营机构；适当放宽经营限制，促进私人银行业务合理创新；针对业务的特殊性，对私人银行采取差异性监管；未雨绸缪考虑成立私人银行子公司的可能性。

The central university of finance and economics professor guo TianYong also suggested，As soon as possible to come on stage private banking management approach，Clear orientation of the private bank；Nationwide private banking licences to open，Allow private bank set up in institutions；Relax restrictions on business restrictions，Promoting the private banking business reasonable innovation；According to the particularity of the business，In private Banks take regulatory differences；Prepare for a rainy day considering setting up the possibility of private banking subsidiary。

　　

困境2：富人的自信 Dilemma 2：Rich confidence

　　对于进入中国不到10年的私人银行，大部分客户都感到十分陌生。对于高净值客户而言，为什么要把钱财交给私人银行打理，大部分人心中尚存疑虑。

For less than a decade old in China's private bank，The majority of customers all feel very strange。For high net worth clients for people，Why to want to put money to private Banks do，Most of the people there is doubt in the heart。

　　《2012中国私人银行发展报告》研究显示，我国富人以40~50岁人群居多，正处于财富积累的旺盛时期，一方面承担风险的意识较强，一方面也更加注重财富的增值。这导致这批富人对亲自管理个人财富十分自信，反而对私人银行管理个人资产的能力信任程度不高。

《2012 China private bank development report》Research shows that，Our country the rich to 40 ~ 50 years old people are in the majority，Wealth is in the exuberant period，On the one hand to bear risks stronger consciousness，On the one hand also pay attention to the wealth of value。This led to this batch of the rich management of personal wealth is very confident in person，Instead of private banking management of the assets of the individual ability do not have a high level of trust。

　　高华证券私人财富管理部执行董事刘志坚告诉《中国经济周刊》，国内客户对风险和回报的概念国外不一样。过去20年，中国发展速度很快，很多客户的财富迅速累积，这让他们对财富的收益率有了超高的预期。

Gao hua securities private wealth management department director LiuZhiJian told《China's economic weekly》，Domestic customers on the risks and rewards concept is not the same as the abroad。The past 20 years，China's development speed，Many customers rapid accumulation of wealth，This lets them to wealth with high yield expected。

　　“分散化投资不是绝对能多赚钱，而是在同样的回报下降低风险，或同样的风险下提高回报。但习惯了长期高收益的中国客户，接受这种概念还需要一个过程，有时和客户交流很困难。”刘志坚指出。

“Diversifying investment is not absolutely can make more money，But in the same reward a lower risk，Or the same improve risk returns。But was used to Chinese customers of long-term high yields，Accept this kind of concept also need a process，Sometimes and customer communication is difficult。”LiuZhiJian points out that。

　　

困境3：私人客户经理不靠谱 Dilemma 3：Private clients without spectrum manager

　　国内私人银行的管理者经常遇到令人头疼的“尴尬事件”。有时银行推出一款“全球商品套利”产品，但产品路演后，自己的员工纷纷反馈“听不懂”，还表示不如直接告诉客户“90天预期回报6%”来得清楚；再有时，衣着光鲜的小姑娘叩门进入老板办公室，根本无法回答对方关于投资理财问题，只能连连回答“我回去帮您查一下”。

The domestic private bank managers often have a headache“Embarrassing incident”。Sometimes the bank launch a mobile“The global commodities arbitrage”products，But the products after road show，His staff have feedback“understand”，Also said than directly tell customers“90 days expected return 6%”Come clear；And sometimes，The little girl well-heeled and knock into the boss's office，Can't answer each other about finance and investment questions，Can only repeatedly answered“I go back to help you check”。

　　中国工商银行资产管理部副总经理胡亚冰对《中国经济周刊》表示，目前国内私人银行业的从业人员素质普遍过低，从数量和质量上难以保证给高净值客户提供完备的服务。

The industrial and commercial bank of China asset management of vise general manager of HuYaBing《China's economic weekly》said，At present domestic private banking employees quality is too low，From the quantity and quality to guarantee a high net worth clients to provide perfect service。

　　出于人员专业性的考虑，工商银行专门成立了一个叫做“专户部”的团队，华夏银行(600015,股吧)也在个人业务部下成立了私人客户中心，这些团队都专门为高净值人群提供私人客户服务。

Out of the consideration of professional personnel，Industry and commerce bank established a special called“Account department”team，Huaxia bank(600015,Shares it)Also in the individual business men set up private clients center，The teams are designed for high net worth the crowd provide private customer service。

　　华夏银行个人业务部总经理许明强调，一家私人银行的招聘广告很能说明问题，就是要招“男性40岁以上，女性35岁以上，个人有一定资产”的人做私人客户经理，这种定位是很精准的。

Huaxia bank individual business department general manager XuMing emphasis，A private bank advertisement is to the point，Is to recruit“Men over the age of 40，Women over 35，Individuals have certain assets”People do private customer manager，The location is very accurate。

　　刘志坚表示，很多私人银行的员工从业经验都在10年以上。因为客户关系不是一天半天建立起来的，和客户的沟通也不是每天5分钟就够的。私人银行业务讲究的就是“做精不做量”，因此，都是选聘最优秀的员工，接受全方面的训练后才能上岗。

LiuZhiJian said，Many private bank employees experience are in 10 years。Because the customer relationship is not one day along while set up，And customer communication is not every five minutes is enough。Private banking cultured is“Do not do fine quantity”，so，Are hiring best employee，Accept all aspects of training to mount guard。

　　“员工对客户的了解绝不仅限于合作的业务，而要深入了解他的整体投资结构、企业状况和个人爱好等。许多员工和客户最后都成了朋友，小孩读书也会问我们的意见，如何把财富转移给第二代等问题也会找我们沟通。”刘志坚表示。

“Staff to the customer understanding is not limited to the business cooperation，And to probe his overall investment structure、The enterprise condition and personal interests, etc。Many employees and customers end all became friends，Children reading will also ask our opinions，How to put the wealth to the second generation are would find we communicate。”LiuZhiJian said。

　　谈到需要什么素质的员工，高盛私人财富管理部董事总经理严力耘有自己独到的见解。

What about the quality of the employees need，Goldman sachs private wealth management department director general manager YanLiYun have their own original ideas。

　　他认为，做一名合格的私人银行业务员，最重要的是“感觉”和“沟通力”。一个成熟的业务员需要有看到机会的眼光，例如在客户做一个项目时能够提出各种方案，向客户建议是做IPO还是发债。

He thinks，To be a qualified private bank clerk，The most important is“feel”and“Communication force”。A mature salesman need to have chance to see the eye，For example in the customer do a project to make all kinds of solutions，Suggest clients to do or translated IPO。

　　“遇到具体问题时，都可以找相关部门的专业团队去和客户谈，私人银行业务员就像是前哨，需要广泛的投行业务知识，需要什么都懂一点，拿望远镜看到对面有机会，知道用什么产品和服务可以帮客户将其资产保值、增值。”严力耘告诉《中国经济周刊》。

“Meet specific questions，Can find related department team of professionals to and customer talk，Private bank clerk like outpost，Need extensive investment banking knowledge，Need to know everything a little，With telescope opposite a chance to see，Know to use what products and services can help customers will be its assets、value-added。”YanLiYun told《China's economic weekly》。

　　（本文所有图表均来源于《2012中国私人银行发展报告》）

（This paper all charts are all derived from the《2012 China private bank development report》）