The traditional thinking needs to change in the finance under the Internet thinking

Internet finance is a hot topic recently. The Internet financial theme, which was detonated by Alibaba, has made people recognize the fund products. and followed the heat of the matter, the fund Taobao shop is ready, in the same time period, dozens of fund companies at the same time Taobao mall on the sale of the fund products.

Before that, many fund companies once wanted to sell funds on the platform of Taobao, but often because of the concerns of Taobao people, as well as other factors, the idea of the fund Taobao shop aborted, but the balance treasure this thing, let the fund companies are ready at the same time, unified action, is to see the success of the Fund, followed by the , and walked so. After all, the desire of the fund company to open up its own marketing channel is too great. But, after all, Taobao's people, and the fund's traditional customers are different, traditional ideas still need to change.

Under the Internet thinking of finance, traditional thinking needs to change.

Although I am not sure, the fund companies have to Taobao above the motivation of the shop? But ten to one, this time Taobao's motivation to open an online shop is a follower, an Internet financial trend of the follow-like. But, as I said above, the platform of the Internet and the traditional platform of the fund company is very different, different platforms, different people, the purpose is different.

Sometimes, traditional thinking is a kind of inertia. Even though Internet companies often claim to be innovative, they never make their own cards. But the internet giants, but often invariably fall into their own traditional thinking and can not extricate themselves. Baidu with his traditional SEO concept to do talent recruitment, later the end of everyone know. Even internet companies that claim to be innovative and illogical are often the same. It seems that the inertia of traditional thinking is indeed a problem, but now face the emerging platform, but have to change.

Back to the fund company, the original fund companies rely on banks and brokerage channels, customers are generally derived from the shareholders, and some are the purchase of banking products, high net worth customers, they have a certain income, but also a certain degree of risk-resistant ability, is a relatively strong financial attributes of the group. And now it's on the internet, especially Taobao such a lot of people to cheap, in this place, it is difficult to find those who have a certain understanding of financial products groups, and even most of the fund in a small white state, and the amount of personal funds, perhaps not more than the Bank of the Group of people, of course, the number is much. So with the original traditional thinking to do the fund product marketing, not only with the crowd isolation, but also affect the fund product sales. It is true that the publicity and marketing of fund companies are also subject to a large extent by the internal departments of the fund company, as well as the supervision of the SFC, and some difficulties. However, on the Internet platform, this must be changed.

Fund Taobao store: Fund companies have learned to change

Simply said that the fund company or the former aristocratic pedigree, ungrounded the public relations marketing, that may be the former thing. But through the author in this fund Taobao store to observe, still can find the fund company in many product design and marketing promotion above make very big change. These can be found in the store design Taobao shop can be seen.

In addition to the Securities and Futures Commission to provide the risk of such content, the fund company in Taobao shop design the biggest change lies in the educational role of investors.

For example, the original fund company Taobao shop adopted the "long-term investment performance outstanding", "investment managers have an average working life of more than ten years," the fund dividend accumulated more than 30 billion yuan "," China Fund Industry Taurus Award "," Morningstar Star Fund "These words propaganda, the results were immediately by netizens and media spit, And that these things are the fund company of various ungrounded gas marketing. But such propaganda quickly changed, from the original one to promote their own achievements, into the different requirements of investors, looking for different fund products such shop design. such as the pursuit of low-risk investors, the promotion of money-type funds and bond funds, for the pursuit of High-yield investors, the promotion of index funds and equity funds and other ways. This way, so that a large number of people on the fund products have a great understanding.

Second, the public offering funds from the risk or from the threshold, are more suitable for small and medium-sized investors products. But the roots of the Fund's products and the isolation of the civilian class are too cumbersome to introduce and obscure terminology. But in this fund Taobao store can see a lot of changes. For example, in terms of data, while fund companies show the net worth of the fund is something that must be done, but on Taobao, many fund companies will be the return of the fund products to make it easier for ordinary investors to accept, and more people understand the annual rate of return. Although the fund Taobao shop after the opening, whether the hint above changes, but in a way, with the advent of the Internet financial Tide, the fund company also began to learn to close investor propaganda. In fact, the Internet financial change is not only a channel, but also the financial company itself.

Taobao store Marketing: a new challenge model

How the shop operates, in a way, is indeed a very challenging job. But the ultimate goal, still and offline dot operation is not very different. Drainage, operations, manufacturing star products and topic products, these long-standing online network operation of Things, put online still, but platform is different.

On the line Taobao shop operation Dimension. In fact, my main view of the fund Taobao store is still an investor experience and education platform, and product design, also should be targeted at the characteristics of Taobao, because Taobao itself is a group of cheap of cock silk integration place, so Taobao's main traffic is still some fear of risk, investment awareness and financial attributes are not strong masses. These relatively sophisticated gadgets, such as equity funds, index funds and some bond-fund funds, are hard to attract. Therefore, it will focus on the promotion set in Taobao shop at the beginning of the establishment, can really attract the attention of Taobao all the only low-risk money funds and short-term financial debt base, which will become the foundation of the Future Fund Taobao store products.

In addition to the basic product settings, the ultimate marketing tools also need to graduate from the Fund's public relations and electrical business personnel creative. For example, to meet the season, the introduction of seasonal and hot topics of the fund financial products. In the insurance financial products, there is the Mid-Autumn Festival of the Moon Insurance, single insurance and other special types of insurance. Then the fund Taobao store marketing, in addition to the traditional marketing methods, such as Valentine's Day, Tanabata festival in the season, a fixed-income fund products to create a "love Fund", it is not not. In these forms, the Future Fund companies will be from the original investors looking for CDI, from cock silk to look for the base people. Is this not an innovation?