Construction Bank Agricultural Reclamation Branch: A New Financial Answer in the "Breaking the Circle" of the Marketplace

From “Temporary Setups” to “Commercial Standard Equipment,” indoor markets are becoming the new key to breaking through the boundaries of physical commerce in Ice City. In recent years, as Harbin’s consumer market continues to warm, cultural tourism heats up, and urban commercial circles undergo transformation and upgrading, indoor markets in shopping malls have shifted from holiday “decorations” to core platforms for activating space, gathering popularity, and enriching business formats. The China Construction Bank Agricultural Reclamation Branch, with the theme of “Encounter ‘Build’ Love,” deeply integrates financial services into people’s livelihood scenarios, writing a new chapter of financial and commercial coexistence, responsibility, and service through warm and heartfelt market activities.

Hosting the “Encounter ‘Build’ Love” series of public welfare activities (Qin Yiyan photography)

New Scene: Markets as the “Traffic Code” of Commercial Circles, Financial Services Closer to People’s Lives

Walking through major commercial circles such as Harbin Central Street, Nangang Qiulin, Haxi, Qunli, and Xiangfang, indoor markets in shopping malls have become the norm. Idle spaces are transformed into high-appearance themed markets, with constantly changing scenes attracting young customers and families to check in, injecting continuous new traffic into malls and creating convenient and trendy consumption experiences for citizens.

“Entering the ‘Children of the Stars’ immersive public welfare experience activity into the commercial circle” (Li Jiaying photography)

In March in Ice City, as the weather warms but still feels cold, inside Dàlù Bǎishè Shopping Center, there is laughter and warmth. The China Construction Bank Agricultural Reclamation Branch’s “Childlike Encounter ‘Build’ Love” series of public welfare activities officially begins here. The branch, in partnership with Harbin City Ciyi Public Welfare Volunteer Service Center, hosts the “Children of the Stars” immersive public welfare experience, relying on donations raised from previous markets, and with full support from merchants such as No. 37 Magic Academy and Big Beard Ice Cocoa, creating a loving interactive space for children with autism. At the scene, children, guided by staff and volunteers, enjoy fun activities like magic parks, naked-eye 4D movies, pet interactions, and claw machines, fully releasing their nature and feeling the care and warmth from society. Volunteers accompanying the children couldn’t help but comment, “Such immersive activities are rare; they not only make children happy but also let them feel the full warmth of society.”

“Shopping malls are the core of urban consumption and gathering places for families. Making the bank’s public welfare and financial services shift from ‘waiting for customers at branches’ to ‘entering crowds and close to life’ makes them more down-to-earth and warm,” said Kan Bozheng, Deputy General Manager of the Merchant Center of the China Construction Bank Agricultural Reclamation Branch. Guided by the noble spirit of Comrade Zhang Fuxing, who is wholeheartedly dedicated to the people and selfless, the branch deeply integrates financial services, the responsibilities of a large bank, and brand image into the consumption ecosystem, breaking down barriers between financial services and citizens’ daily lives.

In seven malls including Wanda Plaza Xiangfang, Wangfujing Dàlù, and Baishèng Dàlù, the branch’s themed markets “Childlike Encounter ‘Build’ Love” and “Silver Hair Encounter ‘Build’ Love” are held regularly. These markets combine children’s charity sales, financial knowledge promotion, public welfare interactions, and more, seamlessly embedding public aid, financial consumer protection, and convenient services into citizens’ daily consumption scenes, allowing financial services to step out of the traditional counters and into people’s clothing, food, housing, and transportation. At the scene, staff also incorporate financial knowledge into magic shows and other fun formats, vividly promoting children’s consumer rights protection and anti-fraud awareness, explaining financial safety in simple terms to parents and children, and attracting frequent nods with innovative approaches, making financial services more friendly and engaging.

Iterative Upgrading: From “Mall Finding Markets” to “Industry Seeking On-site,” Cross-industry Breakthroughs

Creating a “Silver Hair Encounter ‘Build’ Love” elderly financial service scene (Qin Yiyan photography)

The vigorous development of indoor markets reflects the iterative upgrading of Ice City’s commerce and also witnesses the innovative breakthroughs in the financial service model of the China Construction Bank Agricultural Reclamation Branch. Previously, malls actively sought market resources and recruited organizers; now, various industries proactively seek cooperation, turning markets into high-quality platforms for cross-industry integration, with supply and demand relationships completely reversed.

“Focusing on the deployment of the ‘Five Major Articles’ of finance, our market themes are updated dynamically based on people’s livelihood needs and key moments, mainly targeting the ‘benefit the elderly and benefit the young’ core groups,” said Kan Bozheng. Building on the ongoing focus on special children and parent-child public welfare scenes in “Children of the Stars,” the branch further expands its service scope to create “Silver Hair Encounter ‘Build’ Love” elderly financial scenes, striving to have highlights every month and themes every season. This not only maintains the distinctive service features of the bank but also continuously injects vitality, freshness, and dissemination into market activities, safeguarding the most beautiful “Sunset Red” with heartfelt care for special “little saplings,” and practicing the responsibilities and commitments of a state-owned large bank in elderly finance and public welfare.

In each market activity, financial literacy, elderly financial knowledge promotion, anti-fraud publicity, and convenient services are promoted simultaneously, thoroughly changing the stiff traditional financial publicity mode, making financial knowledge dissemination and public aid truly grounded and popular. Data shows that participation in each market has steadily increased from a dozen to nearly a hundred people, significantly improving the reach, recognition, and brand influence of financial services, successfully solving the pain point of “difficulty in attracting customers” in traditional financial services. Citizens shopping at the markets praise, “I can enjoy attentive financial services right at my doorstep and learn practical anti-fraud knowledge—so convenient!”

Value Highlight: Traffic Becomes Sales, Reshaping the New Ecosystem of Business and Livelihood

Indoor markets are reshaping the new ecosystem of Ice City’s commerce and people’s livelihood with a fresh approach. For malls, markets offer low-cost, highly flexible advantages to quickly activate idle spaces, boost popularity and commercial vitality, becoming a low-cost breakthrough for traditional business transformation and upgrading; for financial institutions, markets build an immersive “Finance + Public Welfare” platform accessible to all, allowing the bank to break out of the stereotypical image of traditional financial institutions and shape a warm, heartfelt, responsible brand image of a large state-owned bank.

“Markets bring new paths for cross-industry cooperation, service sinking, and brand breaking through, allowing financial knowledge and anti-fraud publicity to protect people’s money in scenario-based, everyday ways,” said Kan Bozheng. By integrating markets into commercial circles and livelihood scenarios, the China Construction Bank Agricultural Reclamation Branch truly steps out of branches and into daily life, bridging the gap between finance and people’s livelihood in all aspects. Simultaneously, anti-gambling, anti-fraud, and consumer rights protection campaigns are carried out to enhance public awareness of financial safety, achieving an organic unity of commercial value and social responsibility, while continuously demonstrating the responsibility and brand warmth of a large state-owned bank. (Source: China Construction Bank Agricultural Reclamation Branch)

(Note: This article is a commercial information published by China National Radio Network. The content does not represent the views of this website and is for reference only.)