PSBC Liaoning Branch Drafts a New Response to Financial Consumer Protection

(Source: Liaoning Daily)

Reprinted from: Liaoning Daily

Bank of Communications staff explaining financial knowledge to customers. Wang Shuo

Key Highlights

In the current era of digital waves and rapidly evolving financial technology, protecting consumer rights has become a core issue for financial institutions to fulfill their social responsibilities and serve people’s livelihoods. As the 2026 “3.15” International Consumer Rights Day approaches, the Liaoning Branch of Postal Savings Bank of China (PSBC) has themed “Clear and Bright Financial Networks, Safeguarding Peace of Mind in Consumption.” Guided by party building, it promotes deep integration of digital finance, leveraging technology to upgrade services, precisely target key groups, and innovate educational and promotional methods. On the land of Liaoning and Shenyang, it has painted a new picture of consumer protection that combines technological speed with a human touch—ranging from smart teller machines to large-print mobile banking, from the “Hundred Billion Loan Delivery Campaign” to mobile promotional stations—demonstrating the service philosophy of “Finance for the People” through practical actions and providing a vibrant example of consumer rights protection in the new era.

2026 marks the beginning of the 14th Five-Year Plan. The Liaoning Branch of PSBC always adheres to party leadership, integrating digital and technological means with financial services to support the real economy and improve people’s livelihoods. By promoting digital financial achievements, strengthening risk prevention, and precisely targeting key groups, it writes a consumer protection success story on the land of Liaoning that combines technological speed with a human touch.

Enhancing the New Image of Serving the People

As cutting-edge technologies like big data and artificial intelligence are deeply embedded in every aspect of financial services, traditional “counter waiting” is accelerating toward " fingertip access." The Liaoning Branch of PSBC continuously upgrades channels, optimizes mobile banking app functions, and advances basic services toward an “unbounded” experience. By introducing intelligent voice search, remote video banking, and other technologies, even complex inquiries can be handled with “one-click direct access and real-time response,” making financial services more convenient and efficient. It promotes the digital transformation of branches by deploying “cloud teller” smart teller machines and other self-service devices, shifting traditional counter services to intelligent machines, reducing customer wait times, and effectively solving issues of long queues and waiting. It builds digital risk control and precise marketing models, significantly shortening financing wait times through online, standardized credit processes, and accurately delivering financial resources to sectors like catering, cultural tourism, and home improvement—playing an active role in promoting consumption and expanding domestic demand.

Implementing “Inclusive” and “Fair” Financial Services

While pursuing technological advancement and efficiency, the Liaoning Branch of PSBC always regards “inclusiveness” and “fairness” as the starting and ending points of financial services. It continues to expand coverage of basic financial services, ensuring that the benefits of financial development are more widespread and equitable for all people in the province. Offline, it leverages its extensive network of branches across urban and rural areas, continuously promotes financial service penetration, and extends services to rural areas so that residents can enjoy convenient financial services without leaving their villages. Relying on the bank’s standardized, elderly-friendly service outlet construction plan, it upgrades branches for elderly accessibility, fully equipped with reading glasses, magnifiers, first aid kits, and other facilities, establishing “Caring Windows” where lobby managers provide hands-on guidance and one-on-one attentive service. For elderly customers with mobility issues, it offers home visits, effectively solving difficulties in handling business, ensuring no service blind spots and zero-distance care. Online, it addresses pain points such as “poor eyesight, hearing difficulties, and difficulty finding” for elderly users by launching large-print mobile banking, simplifying interfaces, and adding voice broadcast functions to help seniors cross the “digital divide.”

Promoting Regional Economic Development

The Liaoning Branch of PSBC always prioritizes allocating financial resources to key areas and weak links of economic and social development, providing targeted support to small and micro enterprises, “Three Rural” (agriculture, rural areas, farmers) entities, and new employment groups. It vigorously promotes the “Hundred Billion Loan Delivery Campaign” to assist high-quality economic development in Liaoning with high-standard financial services. It diligently implements policies to support enterprises in financial distress, continuously increasing inclusive microloan issuance. By promoting policies like non-recourse renewal and deferred repayment, it effectively reduces financing burdens for small and micro enterprises. It actively develops online pure credit loan products, effectively solving the financing difficulties caused by lack of collateral or guarantees among small and micro businesses.

In serving “Three Rural” areas, PSBC’s Liaoning Branch leverages its inherent advantages of rootedness in rural areas and serving farmers, continuously increasing agricultural credit investments. It develops innovative, region-specific credit products tailored to local agricultural industries, supporting small and micro agricultural enterprises to become stronger and better.

Creating a Clean Financial Environment

The Liaoning Branch of PSBC continuously promotes financial knowledge dissemination as a routine task, innovating educational formats and expanding channels to help the public build a “firewall” for property safety.

It actively explores new “Finance + Logistics” promotional models, leveraging the extensive postal network’s coverage, especially in rural areas, setting up “Financial Consumer Protection + Postal” stations at collection points to carry out regular financial knowledge dissemination among postal customers. It carefully creates “Consumer Protection Express Vehicles,” with prominent slogans on delivery trucks, turning each into a mobile promotional station traveling through counties and villages, spreading financial knowledge along with courier packages into ordinary households.

During the “3.15” campaign, the Liaoning Branch of PSBC focused on the theme “Clear and Bright Financial Networks, Safeguarding Peace of Mind in Consumption.” Combining online and offline efforts, it carried out diverse educational activities, bringing financial consumer protection knowledge directly to the people. Utilizing its widespread branch network, it displayed slogans on LED screens, distributed promotional leaflets, and set up consultation desks to educate customers. All branches in the province hung promotional posters, and frontline staff provided on-site consultations, making branches the frontline classrooms for financial consumer protection.

Consumer protection is a small matter with great care. In the future, the Liaoning Branch of PSBC will continue to uphold the service philosophy of “Finance for the People,” integrating consumer rights protection into every step of business development. By empowering services with technology, responding to public expectations with precise measures, and safeguarding financial security through strict self-discipline, it will contribute to creating a clean, orderly financial market environment and support Liaoning’s comprehensive revitalization.

Wang Shuo