The traditional and restrictive financial sector is still groping for discord.

The traditional and restrictive financial sector is still groping for discord as some fast-moving consumer goods companies use microblogging channels to break through a new road to corporate marketing.

However, when companies find that today, whether their employees or customers, most of the information from the micro-BO channel-even the gap between the toilet does not delay the use of mobile phone brush screen, no matter how can not continue to "calm."

This reality has also aroused the concern of many fund companies, including the regulatory level. There are already 55 fund companies have opened the official microblog, and some fund executives and employees also registered real-name account.

"Micro-Bo Feng" swept the fund industry

Shanghai Fund company to open the ethos of the first, Societe Generale Global, Huiyuan and rich countries to become the first crab to eat a group of fund companies, respectively, in early 2010 opened the official microblog.

At the beginning of 2011, Huaxia Fund, South fund and other large funds, such as the official micro-Bosko, and other companies, two large fund executives-South fund general manager Liangyu, Huaxia Fund deputy general manager Zhang has also opened real name Micro-blog, the public's concern for their significant increase. Liangyu a week, the number of fans on the helicopter 25000.

Subsequently, more fund companies began to follow the opening of official accounts, by April this year, 45 companies have joined.

Quite a few fund companies have felt the spread of microblogs. The first time a fund company tries to carry on the brand marketing with the micro Bo to participate in the activity, obtained 300 many times forwards. Earlier this year, the general manager of a large fund company also told the Daily economic news reporter that he was recently focusing on how to use Weibo to promote marketing more effectively.

Some fund companies, however, have taken a cautious approach to the beginning of the microblogging marketing boom. "Our company leaders are not in favor of opening (official Weibo), nor do they encourage colleagues to use real-name or certified company positions." After all, this industry regulation is very strict, do not know this ' red line ' where. "A fund company marketing department said to reporters.

Concern is independent of company size

But the trend cannot be changed.

As of December 22 this year, 55 fund companies have opened the official microblogging, 5 fund companies opened the company's sub-brand microblogging. According to the "Daily economic news" incomplete statistics, the real-name registration of micro-blog fund company executives have 25 people. Compared to the beginning of the year, there was a significant increase in microblogging activity and popularity between fund companies and fund companies.

In fact, the popularity of the fund's microblog has little to do with the size and impact of the market, and more about the company's microblog activity.

"Daily economic news" reporter statistics show that the current fund company's official micro-Bo focus on the largest number of Chinese funds to reach 166,000, in addition, Everbright Prudential, Jia Real funds, rich-country funds, Huaan Fund, Suisse, sinks add rich attention to the number of people also ranked the forefront, more than 50,000.

Some small and medium-sized fund companies, although the market influence is not prominent, but a lot of attention to micro-bo this medium, its concern even more than some large fund companies, such as Shen Wan letter, the country Sea Fu Franklin, the concern of the number of more than 20,000.

If the fund company Weibo publishing and forwarding, comments as a dynamic indicator, you can see that a considerable number of small and medium-sized fund companies are more willing to use this as a major communication tool, on the one hand, these fund company process is quite flexible, and micro-bo marketing cost of Low-cost also make it enjoyable. Everbright Prudential, on the investment Morgan, Societe Generale Global and so are active micro-blog users.

Celebrity influence

In addition to the Fund's official microblog, the company's "celebrities" are even more influential than the former.

Although it has not been updated for a long time, Liangyu, general manager of the South Fund, remains at 1.1 million.

and Liangyu "Peter" Different, a considerable number of industry executives to micro-bo "viscosity" is still very high. Huaxia Fund deputy general manager Zhang is one of the activists, and its concern number is also as high as 83,000.

And the attractiveness of the research staff can not be underestimated, often published in the Micro-blog investment Philosophy "jokes" of the Southern Fund investment director Chiu Lu Weibo fans close to 1.2 million, become the industry's first "reds."

These celebrities ' tweets are often more authentic and simple, and many of these topics often become the subject of traditional media follow-up coverage, with a wider two of spreads.

Tighter regulation

Regulators have also begun to pay attention to this phenomenon and have begun to tighten regulation as the fund company, both corporate and employee, is flocking to the new media.

According to media reports, this March, the Shenzhen Regional Securities and Regulatory Bureau requested the fund companies in the area of the company and employees of the real name of the blog and micro-bo situation to comb, set up a system of internal reporting, and the supervision of audit Department in accordance with the actual situation of the fund company and related laws and

Shanghai fund company also revealed that the regulator asked the fund company to blog, micro-blog and other new media into the monitoring of audit monitoring scope, the fund company to the company and employees of real-name micro-blog set up a reporting system, post posts must be audited by the company.

In the middle of this year, Shanghai's Fund association in a joint meeting of the general manager devoted to the topic of the discussion. "As a new thing, Weibo is a better carrier for brand building," the executives said. The use of micro-BO, third-party payment platform to build a new sales model and channel, integrated marketing means, the formation of a dialogue-type marketing model; Micro Bo is a double-edged sword, the use of appropriate will play a positive role in the development of the fund industry. ”