全球华人：国际视野，全球互联

This report examines the global Chinese community, highlighting their diverse needs and evolving expectations for financial services.

Key Points:

1. Overview: The Chinese diaspora is large, influential, and financially sophisticated, leveraging international banks for global assets. They seek more than just transactions; they desire personalized, multi-service experiences that align with their lifestyles and cultural values.

2. Market & Needs:

   • Demand complex, personalized financial services due to evolving global wealth, multi-location living, and professional roles.
   • While digital tools and multi-account usage are growing, personalized service (managers, clear communication) remains crucial, especially for older clients like the Baby Boomer generation. Wealth planning, insurance, and cross-border transfers are key areas.

3. Financial Foundation:

   • Assets: Many hold multiple international accounts (477/934 respondents overall), favor global assets like funds, fixed income, and insurance. Future plans include increasing investments in funds and retirement planning.
   • Account Management: Over three-quarters of users value multi-currency accounts and investment advice. The bank must build a network that bridges global agility and local expertise.

4. Life Vision:

   • Cross-border mobility is common (67% plan to travel annually). Faculty is a primary driver of immigration (for Baby Boomers). High net worth individuals involve themselves more globally.
   • Collectors focus on art, watches, and fine wines, showing diverse lifestyle interests that vary by generation.

5. Spiritual & Cultural Identity:

   • Strong emphasis on family and heritage, with 54% valuing family connection. 73% aspire to financial legacy. Digital presence for Chinese-speaking communities is underutilized, while deeper cultural connections with banking are highly valued.

6. Achieving Success:

   • Tendency to diversify assets into multiple countries (predominantly Singapore and HK). Banks must offer secure and localized services.
   • This survey indicates that trust and understanding (‘crossing the mind’) are foundational for serving this community beyond merely ‘crossing borders’. The bank's future lies in partnerships built on shared values and personalization.

Conclusions:

• Core insights underscore the need for cultural resonance, personalized service integration, international network accessibility, and digitization aligned with a broader user-centric approach.

The document stresses the need for banks to move beyond product-centric service to mission-driven partnerships, understanding cultural nuances and user needs deeply.