Financial Breeze｜Industrial Bank Chengdu Branch successfully established three Sichuan banking industry integrity financial culture grassroots brands

To thoroughly implement the spirit of the Fourth Plenary Session of the 20th CPC Central Committee, actively cultivate Chinese-style financial culture, and consolidate and deepen the achievements of Sichuan’s honest financial culture construction, recently, Industrial Bank Chengdu Branch and its subordinate Xindu Branch, Deyang Branch, and Nanchong Branch successfully established Sichuan banking industry’s grassroots brand of honest financial culture.

The land of Tianfu, historically associated with “honesty.” From Emperor Jing of Han’s time when Wenweng transformed Shu and established schools to teach classics, to the Tang and Song dynasties’ “Four Routes of Sichuan Gorge” appointing honest inspectors, and to the Qing Dynasty’s legendary story of “Ding Baozhen’s swift sword to cut down An Dehai,” “honesty and integrity” have been engraved into the cultural fabric of Shu’s mountains, rivers, and lakes. When Chinese-style financial culture meets traditional integrity and honesty, it increasingly interprets the unique connotations of the new era’s grassroots honest financial culture brand in Sichuan’s banking industry. In recent years, Industrial Bank Chengdu Branch has continuously strengthened the construction of integrity culture in the new era, through diverse forms such as ideological guidance and cultural infiltration, educating and guiding all cadres and employees to inherit and carry forward the glorious traditions and fine conduct, always maintaining clear-headedness, strictly adhering to honesty and compliance bottom lines, and organically integrating the “Five Musts and Five Nots” requirements into business management, operational processes, and employee behavior norms. This has comprehensively promoted the construction of grassroots honest financial brands. In 2023–2024, the branches under Chengdu Branch, including the business departments and Yibin Branch, have successively established grassroots brands of honest financial culture, fostering a strong atmosphere of integrity.

Xindu Branch Grassroots Brand of Honest Financial Culture —

Family integrity promotes prosperous careers, a virtuous wind spreads far and wide

Xindu Branch, based on grassroots financial services, focuses on the core requirement that “honest financial culture is the foundation of the bank’s steady development.” Guided by party building, infused with cultural essence, and protected by mechanisms, it innovatively created the “Family Integrity Promotes Prosperous Careers, a Virtuous Wind Spreads Far and Wide” honest financial culture brand, forming a distinctive model of grassroots honest culture construction.

Within the four-character connotation of “Family Integrity and Virtuous Wind”: “Family Integrity” emphasizes that family is an important cornerstone of honest culture; good family traditions can cultivate employees’ correct values and morals. By guiding all cadres and employees to integrate the awareness of integrity into daily work, they uphold professional ethics of honesty, create an atmosphere of integrity at work, and safeguard the healthy development of various businesses in compliance with regulations; “Virtuous Wind” emphasizes creating a clean and upright political and workplace environment. Through strict discipline and strengthened supervision, it forms a shared value of “esteem integrity and reject corruption.” Through continuous cultural development and educational guidance, the concept of integrity is deeply rooted in people’s hearts, cultivating the roots of “Xindu Industrial People—fragrant flowers in the heart, integrity in the mind.”

Deyang Branch Grassroots Brand of Honest Financial Culture —

Passing on virtue at home, honesty promotes hundreds of industries

Deyang, historically known as the “throat of the Shu Road,” is also the land traversed by “De Shui.” The filial piety of Jiang Shi’s “spring water leaping carp” in the Eastern Han Dynasty has been engraved into the city’s bloodline as the “Virtue and Filial Piety” characters. Deyang Branch deeply understands its responsibility to inherit local culture and has created the honest culture brand “Passing on virtue at home, honesty promotes hundreds of industries,” systematically advancing grassroots honest financial brand creation. By combining “virtue and filial piety culture” with “industrial spirit,” integrating elements such as lotus filial totems, Sanxingdui patterns, industrial gears, and Industrial Blue, the concept of “Passing on virtue at home, honesty promotes hundreds of industries” illuminates Deyang’s financial soil, resonating with the city’s economic development through good customs and a pragmatic atmosphere.

In recent years, Deyang Branch has continuously enriched educational platforms, strengthening ideological defenses: launching special activities such as “Young Employees Talk about Honesty,” “Family Members’ Integrity Proposals,” “Banking Age Guardians in Communities,” “LOGO Design Contests,” and “Integrity Works Exhibitions,” and collaborating with multiple units on party-building and integrity joint initiatives. Over ten warning education meetings have been held, using case studies to reinforce awareness of integrity, creating an atmosphere where “purity is beautiful, integrity is honorable.” Meanwhile, Deyang Branch has also improved supervision mechanisms to prevent integrity risks: establishing a “personal + family + organization” three-in-one supervision system, investigating abnormal employee behaviors, opening channels for social supervision, and issuing the “Social Supervision Announcement of Honest Financial Services,” achieving full coverage of internal and external supervision. Promoting integrated development and improving service quality, the branch embeds integrity requirements throughout the customer service process, setting benchmarks with “Honest Credit” and “Sunshine Service” practices in Deyang, empowering the real economy with honest finance, and earning widespread trust and recognition from customers.

Nanchong Branch Grassroots Brand of Honest Financial Culture —

Thick integrity promotes industry prosperity, the Jialing River’s honest breeze

Nanchong, a thousand-year-old silk capital—between the ancient and modern silk trade routes, it weaves the old saying “a single thread always mindful of resources.” Today, the Jialing River’s gentle breeze blows, carrying the banner of Nanchong Branch’s “Thick Integrity Promotes Industry Prosperity.” The “Thick Integrity Promotes Industry Prosperity Jialing Breeze” brand construction combines cultural infiltration and institutional constraints, with remarkable results and distinctive features. The branch deeply integrates Nanchong’s “Silk Capital” silk culture with the “fresh breeze” imagery of the Jialing River (symbolizing cultural purity and nourishment), innovating with “silk pattern + honest process” as carriers, creating a grassroots brand culture with regional roots and industry characteristics.

In recent years, Nanchong Branch has strengthened cultural identity through normalized education and practical activities: employees’ awareness of integrity has shifted from “passive compliance” to “active practice,” with a significant increase in the sense of resisting corruption and avoiding degeneracy. The signing rate of integrity commitments has reached 100%, becoming a solemn declaration of employees’ professional consciousness and rule-abiding spirit. Additionally, Nanchong Branch has continuously improved long-term mechanisms, formulating systems such as the “Employee Integrity Behavior Management Measures,” incorporating integrity indicators into comprehensive evaluations. Using “dynamic risk monitoring + three-dimensional supervision (commitment letters, home visits, customer feedback),” it promotes deeper integration of honest culture into the entire branch’s business processes.

Under the moonlight at Gui Lake, one can smell “flowers that do not flatter,” in the breeze of the Jialing River, savor “threads woven into the buckle,” and in the bronze glow, feel the lesson of “benefiting others before oneself”—honest Sichuan is unfolding a grand picture of “a clean wind makes the atmosphere upright, the atmosphere upright unites hearts, and united hearts promote prosperity” amid the mountains and waters of Shu. From the new western land-sea corridor to the core of national strategies, from the Tianfu granary to the Chengdu-Chongqing twin-city economic circle, integrity is no longer just a cultural symbol; it makes “economic competition” and “bottom-line adherence” resonate together, giving the grand narrative of “governing Shu and prospering Sichuan” the most pristine footnote. Next, Industrial Bank Chengdu Branch will strengthen the integration of integrity culture resources, innovate carriers and dissemination methods, and carry out diverse activities to enhance the communication, appeal, and influence of honest financial culture, ensuring that the fruits of integrity hang in the spring of China’s modernization of Sichuan’s new chapter.