Enlarge e-commerce Direct Marketing: New direction of fund sales development

In the recent Shanghai fund industry Exchange activities, the relevant regulatory authorities suggest that, by the end of this year, the fund's E-commerce sales share will be based on the original increase of 3%. The news was confirmed by several fund companies in Shanghai.

Future direction

"The above increase is not a mandatory measure, but represents an attitude towards the construction of the fund's sales channels." "In Shanghai, a top-ranked fund company related to the" First financial daily reporter said that the current fund sales mainly rely on bank channels, but if the rapid development of E-commerce direct channels, will be to some extent change the existing fund sales pattern. At the same time, E-commerce Direct sales need to invest a lot of money and energy, "So for the large fund companies with resource advantages." In fact, the person's fund company has always attached great importance to the direct marketing platform of E-commerce.

"We attach great importance to the direct business of E-commerce. "One of the" Old 10 "fund companies in Shanghai said to reporters that to improve the fund's E-commerce sales share," Now more strategic considerations, should be the direction of the fund industry development. " But in the short run, it's not easy to say how much this sale can improve. "This person revealed that even in the best year of the fund industry, the industry to do the best E-commerce Direct Marketing fund companies, nor the company's business sales share of more than the company's fund sales share of 5%."

Short-term hard burden?

In the interview, some fund industry senior Personage also to the fund company electronic Commerce Direct Sale business launches has the respective judgment. A fund company in charge of the reporter revealed that at present, the fund sales mainly rely on three major sales channels, including bank channels accounted for 60%~80%, direct sales channels (including E-commerce direct) accounted for 10%~30%, brokerage channels accounted for 10%. He personally judged, in the long run, "The Bank Channel Control fund sales channel situation will not be fundamentally changed." ”

As we all know, in the current sales of open-end funds, the bank's access to fund sales costs are widely "criticized", therefore, change the existing fund sales of the customary mode of the industry's focus on the topic. In this sense, in the eyes of the fund industry, the increase in E-commerce sales in the fund market share, will be "a single big" fund sales to increase the fund company's own voice.

In fact, in some of the long-term fund sales experience of senior personage, the fund company's E-commerce Direct marketing model is a systematic project. A joint venture fund sales director told reporters that E-commerce direct business across the fund's many departments, such as the front desk, backstage, capital settlement, technology, risk control, "if large-scale implementation of such operations, the company needs to adjust the existing business management structure." "In his view, in addition to the simple sales target, the fund's E-commerce Direct marketing model is to a large extent, to train potential customers an important platform." In short, the E-commerce Direct mode is not able to be effective in the short term. ”

Big companies have advantages

Reporter in the interview that, because each fund company's situation is very different, therefore, the E-commerce direct business investment and understanding is also very different. Relatively speaking, those large fund companies have a large customer base, brand identity, so it may be more in E-commerce direct business model investment resources. At the same time, "the use of such a platform to buy funds is often mature and rational investors, these investors often have enough knowledge and experience of the fund." ”

In addition, according to the industry analysis, have the ability to increase e-commerce direct share of the fund companies, often have a wealth of product lines, which is conducive to fund investors through the fund's E-commerce platform, the same fund companies under the Fund's products to make a reasonable conversion, and can save a substantial daily cost. By contrast, there are not too many customer deposits, brand effects and rich product line of small and medium-sized fund companies, their E-commerce direct business is to improve the exclaiming is "."

Also has the fund company Personage admits, at present each fund company is groping the electronic commerce direct sale business to carry out the effective way, but in the actual operation, this kind of business development still has certain "the dilemma" question. Rich-Country fund stakeholders said that now the fund customers have a considerable number of 40, 50-year-old investors, this group of people's wealth accumulation is more, but because of the network platform and other technical conditions are not familiar with, therefore, such fund investors are not currently the mainstream E-commerce sales object. "In contrast, young people prefer to use e-commerce models for trading, but this limited number of investors is clearly difficult to make the Fund's E-commerce direct scale big." ”