Year-end promotion in the banking industry: CMB's "Trinity" prepares for the "Zhao Cai Festival"

The Spring Festival of the Year of the Tiger in the Lunar Calendar is gradually approaching, and the year-end award distribution has entered a peak period. This is a moment of celebration, the bulging money bag is full of new expectations for the new year; this is the moment of harvest, with a year of hard work to pay for every shining dream; this is also a moment of accumulation, with last year's bucket of gold for the future to sort out the wealth and open a good "investment".

However, although the wish is good, the difficulty is not small. According to the first "Research Report on China's Inclusive Wealth Management Market from the Perspective of Common Prosperity" released by the Institute of Finance of the Chinese Academy of Social Sciences in October 2021, the total scale of asset management products in mainland China reached 123 trillion yuan by the end of 2020, an increase of nearly 10 times compared with the end of 2010. Among them, the two types of inclusive wealth management products for the general public, public bank wealth management and public funds, accounted for 20.1% and 16.2% respectively, totaling 36.33%, but the proportion of the corresponding resident wealth of the two was only 4.36% and 2.88%.

Managing money is not an easy task, so how should the year-end bonus be arranged?

On January 19th, the nearly one-month China Merchants Bank App "National Fortune Festival" was grandly opened, with a scientific asset allocation concept, diversified preferred investment products and services, and a variety of blessing bags full of Chinese New Year celebrations, this carefully prepared "Fortune Carnival" is full of sincerity and joy.

The relevant person in charge of CMB said, "The accumulation of family wealth is the 'wealth' of the material level, and the concept of scientific allocation is the 'wealth' of the spiritual level, and we hope to help every customer achieve a double harvest of spirit and material, and run to common prosperity together."

The "TREE system" builds a "wealth tree" to help more families prosper together

The essence of investment is the realization of cognition, and investors will never make money outside of cognition. According to the traditional asset allocation theory, investment targets are generally divided into cash, fixed income, equity, alternative and other categories, but this classification method based on the perspective of asset management is not "friendly" to customers, not only the threshold of understanding is quite high, but also easy to cause ambiguity and misunderstanding.

As a leader in the field of wealth management in China, in 2021, on the basis of comprehensively summarizing 20 years of professional service experience in wealth management and more than 2 million asset allocation practice cases, CMB will upgrade its asset allocation methodology and reconstruct the "TREE Asset Allocation System" (hereinafter referred to as the "TREE System") based on a complete customer perspective.

According to the person in charge, "As shown on the page of the 'National Recruitment and Wealth Festival', the 'TREE system' is actually the 'fortune tree' that CMB has given to hundreds of millions of customers, which refers to the dual wealth of material and spiritual." The "wealth" at the material level is the continuous accumulation of family wealth, while the "wealth" at the spiritual level is the scientific asset allocation concept. CMB hopes that through the dissemination of this scientific concept, it will gradually cultivate the customer's awareness and ability to configure, and help more families to run towards common prosperity.

Based on customer characteristics and market laws, the "TREE system" divides the customer's assets into four categories, such as living money management, guarantee management, steady investment and enterprising investment, and corresponds with different parts of the zhaocai tree one by one, transforming the abstract asset allocation theory into a practical guide that customers can understand and operate.

Among them, "leaves" represent living money management, flexible access, can solve the needs of customers' daily lives; "trunk" represents steady investment, to help customers achieve steady growth of assets; "branches" represent enterprising investment, through more active allocation to achieve wealth advancement; and "tree roots" represent security management, is the wealth "safety cushion" needed by each family.

Customers log on to the "National Fortune Festival" page of the China Merchants Bank App, and they can harvest the tips every day, easily unlock asset allocation knowledge, and light up their own fortune tree.

Hard-core products water the "Zhao Cai Tree" and provide the full strategy of financial management in the Year of the Tiger

Guided by the "TREE System" methodology, the "National Fortune Festival" has four major sub-venues, including the one-stop "Zhao Cai Bao" financial management sub-venue of the "Duobao Family", the "New Year Blessing" insurance sub-venue that can send warm care to the family, the "Kai Hao Investment" fund sub-venue that opens the door in the Year of the Tiger, and the specially presented "Year-end Award" distribution sub-venue.

Each sub-venue is essentially a reflection of CMB's preferred investment products and online wealth management service capabilities, and is also another key point in the preparation for the "National Recruitment festival".

Taking the financial sub-venue as an example, the "Chaochaobao" that is popular in the circle in 2021, as well as the "Duobao Family" financial services including Yueyuebao, Jijibao and Semi-Annual Bao, let customers know the investment period and understand how to arrange funds as soon as they hear the name.

The reason why CMB can launch such a simple and easy-to-understand aggregate wealth management service is to a large extent due to its "open" ability of big wealth management - starting in 2020, CMB has introduced 8 wealth management subsidiaries of other banks, and the rich product pool provides more possibilities for CMB to select the best among the best. At present, CMB is not only the platform that introduces the most wealth management subsidiaries of other banks in the industry, but also the scale of other banks' wealth management products sold by it has exceeded 600 billion yuan.

In the insurance sub-venue, Zhao Bank selected a variety of protection products such as health insurance, home property insurance, travel insurance, pet insurance, etc. Through the China Merchants Bank App, customers can purchase a stable protection for themselves, their families or cute pets, and the whole process of online operation is not only worry-free but also intimate and warm.

The fund sub-venue provides more possibilities for customers to advance their wealth. Recently, China Merchants Bank released the "Holding on to "Balance" and "Quiet" to Bloom - A Letter to Wealth Management Customers", combined with the understanding of policies and market research, and shared three investment thoughts with hundreds of millions of customers. For the market in 2022, CMB believes that it is necessary to return to equilibrium from the extreme, and the relative cost performance of the balanced allocation will be further improved; it is necessary to return to selected stocks from the track investment, and it is more important to select from the bottom up; and the demand for resident wealth allocation will help the A-share "slow bull", but it still needs to maintain reasonable expectations.

In line with the views in the letter, the fund branch of the "National Recruitment and Wealth Festival" selected a number of high-quality fund products that have stood the test of time to help customers achieve wealth growth in long-term investment.

In fact, in order to make fund investment more inclusive, since 2020, CMB has been the first in the industry to introduce a discount on the subscription rates of index funds and bond funds, and in early July 2021, it took the lead in reducing the subscription rate of more than 1,000 equity funds to 100%, while laying out nearly 1,000 C-share funds without charge at the front end.

The person in charge revealed that from February 8 to 10, relying on the "Zhao Cai" wealth open platform, CMB will also cooperate with a number of cooperative fund companies to carry out a series of live broadcasts of the "New Year's Opening 'Investment'" series of funds in the China Merchants Bank App station, focusing on three categories such as equity, fixed income and FOF, providing customers with a detailed strategy for the investment of the Year of the Tiger Fund.

Colorful rights and interests to cultivate "Zhao Cai Tree", "add Buff" for the year-end award

In addition to the scientific investment concept and hard-core product reserves, CMB has also prepared a variety of lucky bag gift packages to send sincere New Year wishes to customers participating in the "National Recruitment and Wealth Festival". For example, as many as one million special lucky bag rain, allowing customers to light up their own fortune trees in the colorful welfare, greet the god of wealth and celebrate the Lantern Festival together; complete specific tasks to participate in the collection of luck cards, win gold red envelopes, and open a golden journey for the wealth journey of the Year of the Tiger.

In addition, at the distribution sub-venue, the "National Recruitment and Wealth Festival" also prepared exclusive investment products for tens of millions of CMB salary card customers, and the venue benefits were also upgraded "extra large". Not only that, from January 24 to 27, four branches of CMB in Beijing, Shanghai, Guangzhou and Shenzhen will also cooperate with local fund companies to bring a series of live broadcasts of "New Year's 'Salary' Weather playing with the year-end award" for four consecutive days, talking with customers in the east, west, south and north, and "adding Buff" for the year-end award.

This is not the first time that CMB has held the "National Recruitment and Wealth Festival". The person in charge said, "In 2021, CMB tried to carry out the 'National Recruitment and Finance Festival' for the first time in the China Merchants Bank App site, and we were encouraged by the large number of participating customers and high enthusiasm. Therefore, this year, we are fully prepared to go to the festival with hundreds of millions of customers with the unique bank's characteristics of 'year-end promotion', disseminate scientific investment concepts, achieve reasonable asset allocation, effectively create value for customers, accompany customers to grow all the way, and add impetus to common prosperity."

This article originated from the financial world