How can we stimulate Li's financial desire and find out the financial goals that Li's business and family need to determine? Following this topic, let Teacher Li understand what financial needs are. Recently, due to the economic depression, many business owners are facing the problem of capital shortage, and most business owners have also encountered personal and family financial problems for this reason. The main reason is that the managers of enterprises ignore the business operation and personal financial planning. If many business operators are very cautious when dealing with every financial transaction of the company. However, when dealing with personal family financial planning, it is careless and does not care about the problems existing in family financial planning. Manager Wang explained that corporate finance and personal family finance are inseparable. For a small and medium-sized business owner, if a company wants to manage its finances well, it must start with personal family financial planning. Due to the limited funds of small and medium-sized enterprises, when making financial planning, they are often subject to other financial needs of individuals and families, among which the prominent problem is that both individuals and enterprises are short of funds. The reason is that although banks have developed a variety of wealth management products for corporate wealth management business in recent years, a considerable number of small and medium-sized enterprise operators still stay in the traditional stage of bank-enterprise wealth management, which makes excessive liquidity in corporate assets idle and funds not fully utilized. Liquidity assets bring poor profitability to enterprises. If enterprises idle for a long time to store too much cash, it will cause funds to be unable to invest in turnover and make profits. When enterprises need to expand reproduction, it is inevitable that it is difficult to obtain funds. If small and medium-sized enterprises are in a period of vigorous economic development, many business owners tend to expand their personal credit and invest in various high-yield and high-risk financial management tools. When the economic boom period ends, and then it enters the economic contraction period and recession period, business owners often bring some problems that enterprises and individuals are caught off guard and have no money to repay their financial overdrafts. At this point, business owners have to face the situation that their business performance has dropped sharply and the company's profits have fallen. At the same time, we have to face the problem that due to the economic downturn, the investment value of individuals in various credit expansion instruments and the operating profit of enterprises have fallen sharply. At this time, banks should also avoid the serious risk of bad debts in managing corporate accounts, and usually require business owners to fill in the deposit. If the owners of small and medium-sized enterprises do not have enough cash to fill the loan deposit or maintain the interest paid by the loan at this time, they will face the possibility of bankruptcy. If business owners have enough funds, they will easily tide over the economic difficulties. Therefore, capital is very important for business operations and individual families. After listening to these explanations, Mr. Li understood that funds are the blood of enterprises and SMEs are anaemic. Knowing that the problems existing in the current financial management of SME owners are determined by their own reasons, market environment and enterprise environment, it is difficult for SME owners to win the opportunity to issue shares of SME companies for listing. For example, the issuance of corporate bonds is difficult to obtain approval because of the small amount of issuance. Banks are reluctant to provide credit loans to SMEs because of the high credit risk, which makes the financing channels of SME owners limited and becomes a financing problem for SME owners. In addition, due to the fierce market competition and the weakness of their own enterprises, it is difficult for many small and medium-sized business owners to fully and effectively apply the "blood source" they raised to their business operations, and the difficulty in financing has caused the business development of small and medium-sized business owners to be in a state of "cold eating ice". Manager Wang asked Mr. Li to let you think about this situation before. Many business owners regard getting the highest profit as their only goal when running their business. People often ignore that individuals have different financial needs; Running a business can only be one of the ways to help individuals achieve their financial goals. It should be noted that each individual and family's financial goals will be different due to factors such as age, family members, number, size of funds and debts, life experience, time and comprehensive knowledge level. Therefore, when considering the financial goals of enterprises and individuals, the premise of making good financial arrangements is to allocate funds according to various needs. Mr. Wang analyzed and introduced to Mr. Li that SME owners should pay attention to rationality and calmness in fund management and distribution. Reasons: First, to improve the economic efficiency of enterprises as the goal. From the relationship among capital preservation, capital preservation and appreciation, enterprise profits and economic benefits, improving enterprise economic benefits is the key and core. Because there is no economic benefit, there is no capital preservation, let alone preservation and appreciation. The second is to reflect the sustained and effective appreciation of capital. If there are high profits on the one hand and a large number of sluggish accounts receivable on the other, it will not reflect effective value-added. Third, it should be reflected in the ability to continuously improve the operating ability, profitability and solvency of enterprises. Fourth, we should embody the goal of safeguarding the overall interests, that is, correctly handle the interest relationship between enterprises and all parties and safeguard their legitimate interests. Manager Wang analyzed that the source of financial management funds for Mr. Li's personal family can be found from two major items: income and funds. Li's income can be divided into: existing income includes salary and investment. The estimated income includes labor insurance, investment, year-end bonus, salary adjustment, loan, income from children's or spouses' work, sideline, overtime, etc. Creative income includes rescheduling loans, using the company's tax-saving channels, increasing tax-free deductions and restructuring debts. Convert the main insurance contract into an additional contract, and reschedule or pay the insurance premium. Through trust donation, fund sharing, price adjustment, delayed payment of accounts, reduced inventory, discounts and other ways to reduce the group expenses of enterprise members. Then it is analyzed that there are many ways for Li to seek capital gains: the existing capital includes accumulated dividends, selling real estate, mortgage loans, children's savings accounts, loan restructuring, applying for loans, company acquisitions or mergers, accepting new shareholders, and making good use of tax exemption policies to obtain more benefits. Estimated income includes inheritance and tax discounts. Creative income includes sharing expenses, reducing premiums, extending the loan period, and selling one's life insurance policy to the company in the form of retirement dividends. Many enterprises have separated their own and their family's pension, children's education and living expenses from the company's assets mainly because they don't make financial plans for their families at ordinary times. As a result, they all face huge losses, leaving themselves and their families in financial difficulties and regretting that their life goals cannot be achieved. As a bank, it can provide good financial products for small and medium-sized enterprises and play a role in three aspects: ensuring the safety of financial products invested by small and medium-sized enterprises and avoiding capital risks; In order to improve the capital turnover of small and medium-sized enterprises and give play to the economic benefits brought by wealth management products; In order to promote the maximum capital appreciation of small and medium-sized enterprises, and achieve the goal of financial management in Qian Shengqian. Manager Wang suggested that Mr. Li should pay attention to three aspects when sorting out the financial needs of enterprises: first, the security of funds, second, the liquidity of funds in operation, and third, steady income is the purpose of financial needs. Wealth is like water. Only when many tributaries keep flowing can capital flow and achieve the purpose of value-added. Managing liquidity, combining medium and long-term funds, using gold reserves as enterprise turnover reserves can advance and retreat freely, and the purpose of insuring business owners is to ensure the orderly development of enterprises. Liquidity funds use short-term financial management to maximize capital gains. Short-term financial management methods include traditional notice deposits, multiple money funds and short-term bank financial products. Medium-term idle funds are deposited in enterprise time deposits, and enterprises purchase government bonds and medium-and long-term wealth management products trust products. In the recent emerging gold precious metal leasing business, using idle funds to buy gold is also a financial management method for enterprises, and it is also the purpose of increasing the value of enterprises' funds. Once the enterprise's funds are in a tight state, it can obtain working capital through bank gold lease financing to ensure the normal operation of the enterprise.

It is suggested that the small amount of foreign currency funds deposited in foreign exchange in Mr. Li's enterprise account can be continuously rolled through the bank's foreign exchange financing method to obtain higher deposit income. At the same time, the risk of RMB appreciation should also be considered when choosing foreign currency for financial management. Choosing a bank's forward foreign exchange settlement and sale business, and agreeing with enterprises on the exchange rate of RMB against foreign currency at a certain time in the future, so that enterprises can lock in the exchange rate, which can not only meet the capital needs of enterprises, but also achieve the purpose of avoiding risks. A perfect insurance plan for small and medium-sized enterprises is very important for the development of enterprises, which can help small and medium-sized enterprise owners to reduce the losses suffered by enterprises in sudden natural disasters through preventive measures in advance. With the intensification of talent competition, whether to supplement endowment insurance and medical insurance has become an important condition for enterprises to attract talents. Therefore, Mr. Wang suggested that Mr. Li take the purchase of commercial insurance as an important agenda.

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.