Marketing "grounding gas" big competition

Summary: The Internet giant's killing into the fund company's marketing department is starting to perk up again. Once upon a time, as the most immediate sector, the marketing department has been the main focus of the major public offering direction. However, as the industry has gradually

The internet giant's kill has made the fund company's marketing department start to perk up again.

Once upon a time, as the most "immediate" department, the marketing department has always been the main focus of the major public offering direction. However, as the entire industry has gradually entered a bottleneck in recent years, the department's position in the fund company has declined. But Ma Yun's aggravating, as well as recent Baidu's kill into, make each big public raise to the importance of marketing to the bottom of a sharp rebound, and the fund marketing organizational structure is upgraded to multiple business units constitute a "stereo marketing" mode.

Shanghai, a large fund company marketing department in the "First financial daily" reporter interviewed, said, "Balance treasure" and short time to bring the "money-making effect" to the entire industry attention. "In the past we have achieved little publicity, and Taobao cooperation has attracted tens of billions of of the funds, so that the original unknown Tianhong fund rankings." The person exclaimed.

The head of marketing department of another fund company in Shanghai said that in recent years the fund companies were studying the subject of Internet finance, but there was no direction for us to really do it. "Balance Treasure" the emergence of the beginning to make everyone bright. In fact, the difference between income and other products is small, but can attract a large number of customers. The introduction of these customers can also be translated into the future of the company's other products customers.

"Balance Treasure" after a number of public offerings to follow up the development of money market funds, "new features." This reporter learned that, after the Silver Schroeder fund first launched online t+0 immediately to the account business, there have been several fund companies to develop a new function of the money fund, such as online payment function, also mortgage, credit card and so on. It is widely believed that the Internet financial era, the fund company broke through the original bank monopoly of the customer market, in the Internet can provide a large group of customers, began to test the ability of the fund companies to compete for customers.

The head of marketing department of the big fund company said that the future fund companies will compete with the diversification of the functions of the Fund, can develop more functions, fund companies can in the future of the Internet financial era to gain advantage.

In fact, some fund companies began to act last year in the interest of the Fund. It was only then that the money fund had to rely mainly on bank channels for distribution, and the effect was not obvious.

According to the Fund's quarterly data, as at the end of the three quarter, the total size of money market funds has reached 489.008 billion yuan, although a slight decrease from the end of August, but given the bank's assessment at the end of the quarter, the scale of this reduction is not obvious.

It is particularly noteworthy that, compared with the end of June, the fund grew at a rate of 100 billion yuan per month in 7 August. Public offerings across the industry are now more focused on the money fund than in the past.

A public offering marketing department Personage expresses, in Europe and America mature market, Money market fund is actually the most basic wealth management product, share of payment, transfer is very common function. In the future, these will become the direction of the development of China's money market funds. From the current total size of bank deposits, even if 10% of the conversion into money market funds, then for the whole public offering, but also "the amount of Heaven" wealth.

"Saving and moving" aiming at current deposits is one of the important reasons that the whole fund industry attaches great importance to the development of Money fund. Insiders said that there are more and more fund companies began to increase the intensity of Internet sales, the main variety is money market funds. In strengthening the organization of Internet sales, it is not in the past solely by the E-commerce sector independent commitment, but the establishment of a similar project team, by the E-commerce sector, IT departments, product departments, legal departments, marketing departments and other fund companies in a number of departments together. For the site (including shop) display products to promote content, "can not be as simple as in the past to copy and paste, and need to replace the ' grounding gas ' expression." "he said.