Fund companies Mobile Interconnection is the next "blue sea"

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Liu Tian

E-commerce is undoubtedly the hottest topic in the fund industry at present.

One side of the emergency expansion of the Power Corps team, while landing on the third party E-commerce website ... In the Tianhong Fund and Alipay cooperation "balance treasure" effect driven by the fund companies have begun to exert electronic business.

E-commerce with collective exerting force

At present, a number of fund companies on the Web page are hanging out the recruitment of E-commerce personnel information. Fund industry insiders also jokingly, last year the most sought-after talent is bonds, this year immediately turned into E-commerce.

In addition to vigorous recruitment, many fund companies have begun to restructure the Department of E-commerce to better adapt to the Internet financial era of financial services. For example, in May this year, Huiyuan renamed the Electronic Commerce Department as the "Electronic financial headquarters", including product planning, website operation, mobile interconnection, database marketing and it and other functional departments; Tianhong Fund is the electronic Commerce Department renamed "internet Finance Business Department", including the cooperation of E-commerce development, Innovation support and wealth account management.

In fact, the first in more than 2003 years of the fund company launched the official website of direct sales platform, but the opportunities contained in it has not been too many fund companies attach importance to.

"The early majority of companies just put e-commerce business as a direct marketing platform, put there, not too much attention." "Yang Shi, director of e-Commerce Department, said in an interview with Caijing, the first financial news, that the current internet finance boom has made each fund company aware of the importance of e-commerce business, so they began to exert the business of E-commerce."

From October 2012 onwards, a number of fund companies in the official website on the direct sales platform launched the Monetary Fund "t+0" and Monetary Fund to pay for innovative business, and led to the fund company's official website sales volume growth. This June, Tianhong Fund and Alipay cooperation "balance treasure" scale has exceeded 20 billion, but also greatly mobilized the fund company to expand E-commerce market enthusiasm.

"For fund companies, E-commerce business is of strategic importance." Yang Shi pointed out that on the one hand, as the fund company's own direct marketing channels, and is the lowest cost of sales channels, the second is that the fund company can master its own customers, to provide continuous service to customers, not simply the growth of the fund scale.

Bo when the head of E-commerce department also told reporters that E-commerce platform as a direct channel of the fund company, which is an integral part of the sales channels, but also to the fund company will bring some benefits, such as in the Channel Construction initiative is larger, and the cost of sales is relatively low.

Self-built or third-party cooperation

However, in the initial stage, the investment cost of the fund company's self-established E-commerce direct platform is higher. "The establishment of their own official website E-commerce platform investment is indeed very large." Yang Shi said that this requires the development, operation, maintenance, promotion and advertising, such as a complete system of construction and continuous investment.

Lei, director of China e-Commerce Research center, also told reporters that the fund companies do their own E-commerce platform, the early stage should be more confused, because the effect is relatively slow. "At the outset, there was no user and no traffic, and high input, which required a long-term strategic vision." ”

According to industry sources, at present only Huaxia, Hui Fu and GF Fund official website Direct Sales channel daily average visit is relatively high, the other most fund company official website Direct Sales platform access is very low.

As a result, many fund companies have also begun to consider the use of Third-party E-commerce Web sites to promote the sale of electricity business. For example, the preparation of a long time fund companies in Taobao opened shop is expected to be officially launched in mid-September, and Suningyun (8.00, 0.19, 2.43%) recently also announced the introduction of the corresponding fund to pay products and funds of the platform.

The advantage of partnering with Third-party E-commerce sites is that they are less costly and can be seen in the short term compared to the self-built E-commerce platform.

However, Lei pointed out that from the traditional retail brand enterprises to the day Cat Mall shop experience, because the Third-party E-commerce platform has users, there is traffic, there is convenient payment channels, short-term can taste "sweetness", but also will encounter some problems.

"From the experience of the retail industry, there are some potential risks if online sales are large and focus on a single platform," he said. Lei said that, for example, the channel suddenly introduced a lot of competitive brands, which will make the enterprise itself must increase advertising investment, and usually the initial platform will give certain preferential conditions, but later will slowly "bidding", the cost will rise.

Take "balance treasure" as an example, initially only docking a fund company's monetary Fund, but now the second batch of fund companies to access the balance treasure of the negotiations have been basically completed, the future is expected to form a certain diversion.

From this point of view, the self-built E-commerce platform and Third-party E-commerce site cooperation has advantages and disadvantages.

"In fact, Taobao open shop or do direct sales, equivalent to the official website more than a portal." "The director of E-commerce Department said that each fund company according to its own conditions and strategies, may be in two areas of energy focus slightly different."

Yang Shi also believes that the two development path is not contradictory, but each fund company development phase is different, will be based on their own conditions to choose different ways of development. "The current strategy of Huiyuan is still in tandem." ”

Nuggets Mobile Interconnection

In addition to traditional internet finance, mobile interconnection is the next "blue Sea" targeted by fund companies.

"We're still very bullish on mobile internet finance," he said. Previously, we browsed through our website to find a high percentage of browsing through the mobile terminal. "Yang Shi pointed out that the traditional Internet financial business is mainly" stock "customers, the fund company has not fully tapped its value, need to constantly improve, and mobile internet finance is incremental, do not rule out the future" corner overtaking "situation appears. So fund companies in this field must invest more and follow up in time.

The above Bo Time Fund E-commerce department Head also pointed out that mobile internet finance can achieve "fragmented financial management", better solve the problem anytime and anywhere. "I think the mobile Internet development is still very large, and may be a rapid jump-type development, so in this area of the layout to be as early as possible." ”

Now it seems that the micro-letter has become undisputed retail finance counters, web pages, mobile phone app outside the fourth platform. Huaxia, South, Bosera, Hui Fu, Peng Hua and other fund companies have launched a micro-trust financing platform. On the fund's micro-credit management platform, investors can inquire about the net value of the fund, inquire about the account status, and realize the rapid purchase and redemption of the Money Fund.

However, the 5.0 payment function is mainly based on Tenpay, and currently the payment instruments used by the Fund's micro-credit transactions are still bank accounts or third-party payment agencies that are bound in the fund's accounts, rather than the unified use of Tenpay. However, several fund companies said that the next focus of the micro-trust fund deal is to focus on how to apply the micro-credit directly to the transaction.

In fact, the individual investor is undoubtedly the biggest beneficiary of the electronic Business of the fund company. First of all, the fund direct sales channels of the purchase fees, redemption rates are the lowest price in the industry; second, it can make the fund transactions more convenient, fast, investors through the computer, mobile phones and other ways to complete the fund transactions anytime, anywhere.