56万亿大行下沉玩转小生意？工行推出“活水计划”深耕个体商户与腾讯微众、阿里网商同台竞技胜算几成？

市场资讯07-22

来源：今日行长　　工行普惠金融新动作！　　作者 | 尚云寒　　编辑 | 顾柠　　过去，国有大行小微市场靠规模打天下。但瓶颈亦随之而来，传统普惠产品多由对公信贷微调而来，对个体商户的服务本质仍是“单一放贷”。额度变小了、审批变快了，但依然缺乏场景，粘性有限。　　2026年7月，工商银行推出面向小微商户的“活水计划”，这是专门面向个体工商户、线下小微商户打造专属综合金融服务体系。相较于该行...

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ICBC launched the \"Living Water Plan\" to deeply cultivate the chances of individual merchants competing with Tencent Weizhong and Ali network merchants on the same stage?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"601398":1.97,"IDCBY":1.97,"01398":1.97,"03143":0.6},"content_text":"来源：今日行长\n\n　　工行普惠金融新动作！\n　　作者 | 尚云寒\n　　编辑 | 顾柠\n　　过去，国有大行小微市场靠规模打天下。但瓶颈亦随之而来，传统普惠产品多由对公信贷微调而来，对个体商户的服务本质仍是“单一放贷”。额度变小了、审批变快了，但依然缺乏场景，粘性有限。\n　　2026年7月，工商银行推出面向小微商户的“活水计划”，这是专门面向个体工商户、线下小微商户打造专属综合金融服务体系。相较于该行过往标准化小微信贷产品，“活水计划”服务对象更聚焦、服务模式更生态化——聚合收款码背后，是收款、贷款、理财、权益，四个板块串成的商户服务闭环。\n　　很显然，这是工行在小微金融领域的又一次重要探索。释放出的信号十分清晰：线下小微商户正成为大行“虎视眈眈”意图锁住、重点开发的客户群体。一场没有硝烟的战争或许即将打响。\n　　值得一提的是，这些成立数十年的传统国有大型银行正在学习并应用互联网思维。叠加最庞大、覆盖最全面的物理网点，这会是一片蓝海。只不过，这片蓝海上早有成熟的玩家。\n　　支付宝和微信用一张二维码讲清楚了入口的价值，谁掌握支付，谁就掌握商户的经营数据；谁有经营数据，信贷、理财、保险的交叉销售就自然成立。网商银行借此服务小微商户超7722万户、AUM突破1.2万亿元，微众银行年利润超110亿元。\n　　若仅从普惠型小微贷款的规模视角看，国有大行已是供给端的主要力量。2025年末，工行普惠型小微企业贷款余额3.6万亿，建行“惠懂你”签约金额突破3万亿元，农行普惠贷款余额4.35万亿元．．．足以见得，大行做小微不是新鲜事，但这些产品本质上是在对公信贷框架内做减法。额度调小、流程缩短，产品形态依然是一笔贷款。\n　　“活水计划”的差异在于切换了起点，从收款出发，将支付入口作为第一触点，让商户流水沉淀在工行体系内。数据自动转化为授信参数，基于收单流水授信，额度最高300万元。在工行部分分行的实践中，以收款为切入的综合服务已初见成效。甘肃武威分行2026年一季度新增商户357户、收单额6.04亿元；湖南常德城东支行为辖区120余户小微商户授信经营快贷超800万元。\n　　从收款切入，只是工行布局小微市场的第一步。在其官方披露的服务体系中，财富增值端已接入专属大额存单、“商盈”理财及保险保障。这使得商户从一张收款码起步，便能获得涵盖账户管理、信贷融资到财富增值的一站式体验。\n　　整体行业格局来看，互联网机构历经十年场景深耕，已经跑通了“支付场景+数据赋能+综合金融”的小微服务成熟范式。而国有大行拥有资金成本、线下渠道、风控体系的天然优势，此次以工行为代表的机构入局线下商户场景，补齐了传统小微金融的场景短板。\n　　行业竞争逻辑由此前的“信贷规模比拼”，转向场景、数据、综合服务的全维度比拼，能否打通商户经营全链条金融服务，将决定国有大行在普惠小微下半场的核心竞争力。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：秦艺","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.50.0","shortVersion":"4.50.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2653758023","isCrawlerRequest":true}

56万亿大行下沉玩转小生意？工行推出“活水计划”深耕个体商户 与腾讯微众、阿里网商同台竞技 胜算几成？

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56万亿大行下沉玩转小生意？工行推出“活水计划”深耕个体商户与腾讯微众、阿里网商同台竞技胜算几成？