“Bal” “Handball” ... Yamaguchi Bank, where are you going? October 3, 14:24

“Bal” and “Handball”-Actually, these are all efforts by local banks in Yamaguchi Prefecture.

At first glance, this approach seems to be far from banking, but there is a serious problem that local banks have to survive in the low interest rate era.

However, in the fiscal year ended March 31, the final profit declined in about 70% of the regional banks nationwide, and the establishment of a new business model is urgently needed.

We covered bold management strategies that were not confined to the way banks have been. (Reporter from Yamaguchi Broadcasting Station Rena Otomo Rena)

The vault is in a private room ... ?

In July, the branch of Yamaguchi Bank was reopened in Nagato City, Yamaguchi Prefecture.

Most of the space on the first floor is Bar, a restaurant serving Spanish food and wine.

A lot of local seafood and vegetables are used, including the paella on the signboard menu. It has a fashionable atmosphere that has never existed in the local community.

The place that used to be a “safety box” for storing cash, etc., has been renovated into a private room and is a popular place for families with meals.

So what is the bank's original window? That said, it has been greatly reduced and the number of employees has been reduced by half.

At this branch, the space was too small due to the increased use of ATMs and a decrease in the number of customers visiting the store.

Renewal of a branch that looks strange. In fact, this is the first of the “branch reforms” that are being promoted for all branches.

The Yamaguchi Financial Group is working on Yamaguchi Bank, Kitakyushu Bank, and the maple bank of Hiroshima City. Total assets exceed 10 trillion yen, and it is one of the leading companies in the region.

However, it has become difficult to increase profits at a prolonged low interest rate, and in the fiscal year ended March 31, the final profit decreased for the first time in two years.

“Our business area is a region where the issues that will spread all over the country, such as population decline and the shortage of successors to SMEs, will appear first. `` I have a painful feeling that I am not in a situation every day. ''

Search for a “new branch”

What are the new business models that will lead to growth again? One idea that the bank has arrived at is to create an attractive store in cooperation with other business types to improve the ability to attract customers.

“Branch Reform” is being carried out under a strategic meeting centered on young employees.

On the day of the interview, the bold idea of ​​having a gym in the branch was being given.

“A lot of people around me are going to boulder when I'm done in Hiroshima or Yamaguchi.”

“It may be interesting to think of a service that treats insurance as a product that insurance premiums are linked to the data you exercise.”

In the future, Yamaguchi Bank is aiming to add childcare facilities to branches in residential areas and to provide a function as a tourist base at branches close to the national scenic area Kintaikyo Bridge.

"Handball" solves local problems?

Another pillar of the management strategy set forth by the Group is “solving regional issues”.

As part of this, Yamaguchi Bank launched a new handball women's working club team in Shunan last year.

While so-called “corporate sports” are under fire, why do handballs lead to solving local problems?

If you look at the face of the team, you will see the answer.

There are 11 members of the team “YUM GUTS”. All are from Yamaguchi Prefecture.

Actually, Yamaguchi Prefecture is an area where handball is thriving, such as winning national polity, but there are few members of society and university teams, and there is no choice but to go outside the prefecture to continue the competition.

The bank thought that such a situation symbolized the biggest challenge that Yamaguchi has now. That is “population decline”.

The population of Yamaguchi Prefecture is over 1,355,000 (as of September 1). The number continues to decline at a rate exceeding the national average of approximately 10,000 people a year.

It is the outflow of the younger generation that has been pointed out as a major factor.

The number of people who moved out of the prefecture exceeded the number of people who moved out of the prefecture exceeded 3,300 last year, and most of them were young people aged 15 to 29 years.

It is a big pain for local banks that young people who can become “customers” in the future, such as depositing assets and borrowing mortgages, flow out of the prefecture.

One of the measures to keep young people in Yamaguchi Prefecture and to maintain customers even a little was the creation of a handball team.

Create a team where young people can take root

One member, Yurina Ishimaru (20), refused an invitation from a strong university outside the prefecture and joined the team.

The deciding factor was the environment where you can play handball while working locally.

“It was YEM GUTS that I could continue handball as a member of society in Yamaguchi Prefecture. The environment was well prepared, and the people of the company supported me so much that I enjoyed handball very much.”

At the bank, we have prepared a support system to make the team a great attraction for young people.

First, hire players as regular employees. We collaborate in the workplace so that we can finish work on time, and have practice time secured.

In addition, in order to ensure a work-life balance that is important to young people, weekends with games are treated as work, and there is always a transfer holiday.

We believe that having a balanced life between work and competition and dedicating to handball without feeling uneasy about the future will lead to the establishment of players.

In addition, the team also participates in the practice of local elementary school teams, and is making efforts to expand the base of competition in the prefecture.

Through handball, children who will bear the future will be able to feel the local charm.

“You may have to leave Yamaguchi Prefecture once in your studies, but you have to come back. I hope it will be a local sport where the handball becomes stronger in the prefecture.

Can you overcome the difficult business environment?

Prolonged low interest rates will not make profits, and the customer base will be lost due to population decline. The management environment of local banks is becoming increasingly severe.

At first glance, “Bal” and “Handball” seem to be a strong sense of crisis that banks have.

The future of regional banks is attracting attention as to whether new business models can be established and regional revitalization can be realized.

Yamaguchi Broadcasting Station reporter
After entering the Okinawa Broadcasting Station in 2013, he is currently a pitcher at the Shimonoseki branch of Koshien.

Yamaguchi Broadcasting Station reporter Rena Otomo After entering the police department in 2018, she is now a regular catcher at the former softball club in Shunan Branch.