Shenzhen Securities Marketing model leading industry 20 DNA decoding

Editor's note: "Take up the hills and sing good songs." "Shenzhen, which is the front line of China's economic reform, is the birthplace of all kinds of new things and has been leading the country in the field of financial innovation." Investors here are the first groups to touch the stock market, and they become more rational and mature now that they have undergone numerous baptism in the capital markets.　　From a nationwide perspective, their market consciousness surpasses other cities, the demand for financial services is much higher than the industry average level, which also impels the Shenzhen securities market to become a most competitive market. The brokers who were born on this market land have a natural sense of hardship, pay attention to customer demand, marketing tentacles are extremely sensitive, whether it is currently has the industry influence of state securities, joint securities, or no longer exist in Dapeng securities, brokerage business philosophy and business models are leading or once ahead of the country.　　Shenzhen Securities Company's leading security marketing model is a unique posture to lead the country, their ideas and models were competing to imitate, won the respect of peers. Shenzhen is a small city, but no one has ever doubted its position on the map of Chinese brokerages.　　Since 20 before the first national securities company was born here, it began to interpret the securities brokerage business unique "Shenzhen phenomenon"-the creation of dozens of industry-wide first, become peer race to learn to imitate objects. Shenzhen Securities marketing model has become fruitful: 2008 securities business in the top 20 business turnover ranked, Shenzhen securities companies and the business Department of the 10 sales department; By the end of March this year,　　Shenzhen, a A-share customer trusteeship market value of 1.35 trillion yuan, an average of 87,700 yuan per capital account, far higher than the domestic average level ... Insiders are very clear, the continuation of the last 20 years of Shenzhen Securities marketing phenomenon is the root cause of the market-oriented results.　　And all this innovation, and become the driving force in Shenzhen brokerage business continue to run. Pay attention to marketing and innovation Shenzhen Securities Brokerage System Flexible, full market competition awareness also affects the foreign brokerage's Shenzhen business department. It is understood that the Shenzhen region, the average turnover of securities business is far higher than most of the domestic city decided to Shenzhen Securities marketing model in the industry leading position is what? A regulator said that the Shenzhen region's securities model has a special historical background: Most of the mainland's securities companies were formed at the beginning of a more regional color, the management of the initial number of officials appointed by government agencies. And Shenzhen is completely different, the management of Shenzhen securities companies mainly from the market, many for the financial practitioners, the industry has a more profound understanding of the industry and the future of the company have great expectations, there is a strong entrepreneurial power.　　At the same time, the Shenzhen municipal government's distinct market-oriented concept, the financial enterprise innovation has formed a great support. Shenzhen has a geographical advantage adjacent to Hong Kong, congenital financial services and the environment of the great security marketing atmosphere. And Hong Kong's more mature financial services system to the Shenzhen market imperceptibly, greatly enhanced the entire industry at that time the service consciousness and innovation ability. "At that time, our leaders often worked withThe exchange of financial institutions in Hong Kong has a low cost and some experience can be used as a copy. "Compared to some cities in China, Shenzhen Securities companies enjoy an open regulatory environment." "Shenzhen's regulatory environment is very open and fair, there is no local protectionism, every company has equal opportunities in front of the market and the future is in its own hands," said Chen Ge, vice-president of securities. From this, reflected in the Shenzhen securities brokerage business personnel, is a clear regional imprint. "If a group of people have a brokerage business in Shenzhen, I can tell from their conversations," said a shanghai-based head of a large brokerage. Most of them are active, thinking ahead, and talking about marketing is always gushing. "In a big environment full of market colors, Shenzhen securities companies seem to have no choice from the date of birth has a strong sense of marketization."　　Most of them are market-oriented, the market color is strong, the operating mechanism is flexible, can adjust their own business strategy according to the change of market environment, do well the marketing and customer service; Most of them have a high quality staff. Shenzhen Securities Brokerage System Flexible, full market competition awareness also affects the foreign brokerage Shenzhen Business department.　　It is understood that the Shenzhen region, the average turnover of securities business is much higher than most of the domestic cities, these sales department managers are usually the company's most market-aware personnel, related services closer to the market.　　Marketing and services are not the low-end of the price war, but to the products, services and securities companies in the overall brand image to integrate sales, marketing and service of the alternate relationship, can not be arbitrarily fragmented 2009 due to the formal implementation of the broker system was hailed as China's securities industry in the year of marketing.　　As early as the end of the century, there have been brokers pointed out that the rapid expansion of securities brokerage business customers will be in the past, customers wasteland area is more and more limited, after that, the competition will be the overall marketing ability and comprehensive service level. The Securities marketing and service are inseparable, the Shenzhen securities firm believes.　　Securities marketing is an important part of securities brokerage business, in China's demographic dividend today, securities marketing is the source of the growth of securities brokerage business income; Securities marketing is not a low-end price war, but to integrate sales, marketing and services through the brand image of products, services and securities companies, can not be arbitrarily fragmented. 2005, the securities industry's first brokerage business products-Golden Sunshine series products by the National securities officially launched. Products due to different customer groups to provide different services, the collection of commission standards are higher than the industry average, the highest of 3 per thousand. In this respect, a brokerage peer had regrets, "in a low commission to attract customers in the melee, innovative products to maintain a higher commission income, so that the industry also saw the quality of service indeed there is a broad market."　　"The product model demonstration effect in the industry rapid popularization, for customers of a variety of industry products continue to launch thereafter." The word "channel", which is mentioned daily by the brokerage business, is constantly being given new connotations, includingThe electronic channels, including mobile phones and networks, have been attached importance by Shenzhen securities companies. Mobile phone stocks have been promoted in the industry, but as a technological era of innovation products, mobile phone can give the meaning is far from the market terminal as simple. Industry's first with independent intellectual property rights of the Golden Sun mobile phone stock software for the industry's leading mobile phone brands.　　Shanghai, a brokerage director pointed out that with the industry ahead of the idea of the securities brokerage management may have seen the mobile phone as a mobile terminal platform, the value of the contribution of the brokerage business. Although the status of marketing personnel is different, whether it is the national Credit securities adopted by the full Customer Manager system, the joint securities broker systems, or CIC securities, such as the mixed system-"Customer Manager + broker" mode, marketing personnel are undoubtedly the important link in the brokerage channel.　　Joint Securities in 2005 launched the industry's first small and medium-sized investors in the information management magazine "Investment Treasure", since then by a number of brokers to follow. Development bottlenecks and worries lack of the differentiated competitive means and innovative profit model which have been formed by using their own advantages have become the primary problems that the whole industry cannot avoid. On the way to run swiftly, Shenzhen securities companies have also seen the development of the industry bottlenecks and worries: The entire industry is plagued by the homogenization of services, a relatively single profit model,　　Some small and medium-sized securities companies rely on the "price war" situation, still appear in Shenzhen, the lack of use of their own advantages to form a differentiated competitive means and innovative profit model has become the industry's primary problem can not be avoided. From the current situation, the securities companies to recruit marketers mainly focus on their business development capacity and customer resources, the necessary professional knowledge and moral training, and so on, so in the securities inside, the quality of marketing staff is uneven. How to combine the overall strategic development of the personnel and the company to serve the long-term strategic target and exert maximum effectiveness under the premise of risk control?　　In this respect, some of the securities companies do not seem to have a clear idea, the relevant system is not complete. In addition, the current Shenzhen securities companies to promote the lack of product richness, mostly cover the narrow areas of investment, such as stock market, brokerage for customer groups rather than individual positioning has yet to be adjusted, based on a single customer product model may also be not conducive to large area replication and promotion. One of the most important reasons is that the industry is extremely short of professional product designers.　　At the present stage, the brokerage product designers to the industry, business, customer demand is more superficial grasp, still need to upgrade. China Credit Securities: 2009 years ago May Market share: 4.6% Joint Securities: 2009 years ago May market share: 1.85 Credit Securities: 2009 years ago May Market share: 2.57 Investment securities: 2009 years ago May market share: 3.97 Citic Securities: 2009 years ago May Market share: 2.67% CIC Securities: 2009 years ago May market share: 2.49% was born China's first generation of shareholders to first launch the first telephone commissioned, investment Xiang, online transactions, the first professional brokerage website-Cattle NetworkIntroduction of the first batch of bank accounts to achieve a full account of a third party depository brokerage business brand first, Golden Sunshine first multi-functional securities card-NIU card first has independent intellectual property rights of mobile phone stock software-the first golden sun in the face of small and medium-sized investors in the Securities Investment magazine-"Investment Treasure" the first　　The launch and use of the brokerage service Cornet first put forward "comprehensive customer relationship management system," the first broker to implement brokers system securities brokerage first customer fund account management system-gold dispensers; First brokerage CRM system based on optimizing customer opening process "Golden channel" first online trading secure channel service--　　Shenzhen Securities industry Three sets of data 1 2008 securities business turnover ranked in the top 20, the Shenzhen Securities sales department and the sales department has 10.　　2 As of March 31 this year, Shenzhen region A-share customer (capital account) total of 15.3565 million households, the trusteeship market value of 1.35 trillion yuan, an average of 87,700 yuan per capital account, which is much higher than the domestic average.　　3 2009 years ago 5 months, Shenzhen 17 brokerage stock fund turnover of 7.9 trillion yuan, accounting for the national market share of 22.3%. Shenzhen brokers in the first 5 months of the year market share of the national ranking Member name Equity fund turnover (billion) market share (%) 3 National Securities 16312. 86 4. 60 5 Merchants Securities 14080. 30 3. 97 11 Citic Securities 9476. 27 2. 67 12 Security Securities 9112. 52 2. 57 13 Securities 8845. 23 2. 49 15 Union Securities 6556. 41 1. 85 28 Great Wall securities 3334. 55 0. 94 31 Ping An securities 3191. 06 0. 90 52 Securities 1763. 01 0. 50 63 British Major securities 1302. 98 0. 37 69 The first venture capital securities 1188. 76 0. 34 70th century securities 1060. 58 0. 30 72 Huaxin Securities 1008. 31 0. 28 75 Zhongshan Securities 970. 65 0. 27 90 Yintai Securities 464. 12 0. 13 96 Public Securities 301. 61 0. 09 1035 Mine Securities 112. 51 0. 03 equals 79081. 73 22. 30 data Source: Securities Times Information Department