In recent years, the wind of wealth management has become more and more popular, and young people who are brainwashed by the investment and financial advertising that appear on the subway, on the side of the road, in the elevator room, and in the video every day have also begun to be anxious: if they do not invest, they will be left behind by their peers.
How big is the wind of wealth management? According to the survey report on the status of individual investors released by the Shenzhen Stock Exchange, the average age of new investors entering the market in 2020 is 30.4 years old, and the new investors who enter the market are getting younger and younger. At the same time, the demand and willingness to manage wealth through stocks, funds and other means are also increasing rapidly, and the average assets of investors have risen sharply to 597,000.
30 years old, 600,000, each number represents the general trend, more and more young people are running to enter, experience the danger and excitement of the capital market.
In the face of the surging generation of young investors of Generation Z, major financial institutions have also begun to take the initiative to change. As early as last June, fidelity investment, a world-renowned brokerage, announced that it would provide investment and savings accounts to young people aged 13-17 to encourage investment awareness from an early age. Guotai Junan, a veteran domestic securities company, has also followed up with the launch of the "Meta-Universe" digital wealth management system to attract young people.
"China's Family Wealth "Rational" Thinking Guide", Ping An of China, CBN
The new generational is a new habit, and it is also a new challenge for securities APP. Under the trend of Generation Z surging into the market, what should a young-age APP self-transformation road look like?
01
Generation Z enters the market
For the young Z generation, although the investment period may not be comparable to that of the parents, in terms of variety, the "new consumer goods" with some financial attributes are almost "carried forward" in the hands of the Z generation. And with today's Generation Z gradually leaving school and entering society, working and investing in house changes, they have also become the backbone of today's financial management army.
On consumption, no one knows the door better than Generation Z; to save money, no one knows more than Generation Z how to buy 1688 Pinduoduo; on investment, no one is more active in financial management than Generation Z. Generation Z financial management is far earlier, more common and more diverse than everyone thinks.
"Post-90s Saving Money Report", Alipay & China New Economic Research Institute
When young people in Shenzhen began to discuss how to "make money" as soon as they sat down, this desire for wealth also projected the anxiety of an entire generation of young people. Some people devote themselves to social platforms, some people sell tide play, and some people live stream goods. But these methods, in the final analysis, are still niche and not suitable for everyone. Gen Z, who hold a certain amount of cash and aim at the rapid appreciation of assets, still choose to speculate in stocks and buy funds.
If you want to do a good job, you must first use it, and the tool of the stock speculators is the trading software of the brokerage.
And not having the tools at their disposal is also a big problem for Gen Z. The existing stock trading software on the market either has an ancient interface and troublesome operation; or the content is poor and the information is backward. As a Gen Z who was immersed in electronic devices at birth, they have experienced the PC war, the rise of mobile terminals, and the blossoming of APP, and have long cultivated a picky aesthetic of APP experience. If the stock trading software is only designed for trading, it is naturally impossible to retain the time of young people.
So what exactly do Gen Z need?
For young people, the basic trading and information functions are only basic functions, and accurate and convenient content, personalized recommendations, and interesting and diverse social atmosphere are the plus points.
In the stock trading software, if you can replace the text with video, you can more intuitively see the company's related news, the instant information of the market and even the most professional interpretation; if you can freely discuss in a community formed by common interests or targets, and even send videos to express your views; if you can directly obtain personalized customized information content in the software, you can even automatically push it according to preferences, so that The Z generation can be immersed in it.
In order to catch up with this group of picky Z generations, whether it is a big securities company at the head, a middle-waist broker, or an Internet broker that plays with traffic, they are all working in the direction of rejuvenation and trend. All brokers have gradually seen that the core competitiveness of the future must be the rejuvenation gene.
02
Brokers are not only quotes
Great companies create trends, good companies catch up with trends, and mediocre companies can only succumb to trends. For brokerage APP, the trend has emerged, and the key to industry competition is who can take the lead in grasping the Z generation of stock speculation youth, who can stand firm in the future.
Taking the dolphin stock app newly launched by Hualin Securities as an example, in view of the core pain points of young people, relying on the seamless support of volcano engine in content, technology and operation, it has realized the combination of content video, platform socialization and functional intelligence.
1) Content video:
In the new Dolphin stock, Volcano Engine, as a midsite born out of Byte technology, uses a mature solution to import massive amounts of high-quality content into a new environment.
Of course, a quick, bulk import of content doesn't mean low quality and invalidity. Volcano Engine's AI quality inspection capability will first conduct content understanding and quality checks on high-quality content on other platforms, and low-quality content will be screened out and directly excluded. Secondly, the volcano engine with rich experience in cooperation among financial institutions also has a perfect black-talk recognition system, no matter how hidden the corners, the content that exceeds the compliance bottom line can be accurately identified.
Professional video content within Dolphin Stock
2) Platform socialization:
The socialization of the platform seems to be the most important thing for young people at present. Software, necessary communities, is perhaps the most appropriate footnote to the mobile Internet today.
Dolphin Stocks paid attention to the unique needs of young people for social networking when they developed, so they deeply studied various social software and joined hands with volcano engines that are good at this field to present a unique community model. When browsing each stock, users can not only see the latest media news like a snowball, discuss the company's situation with people who pay attention to it, but also embed the same video shooting technology of Douyin to output their own views through short videos. From one-way content input in the past to two-way user interaction, it is the key to building a community.
3) Functional intelligence:
Securities investment and the Internet have one thing in common – the value of private domains is very high.
However, compared with the slightly older words and strategies of the securities investment industry, In the operation of private domains, the planning of activities, the promotion of old users, and the circulation process, Internet companies are high-end players. The volcanic engine hidden behind such private domain giants as Douyin and Toutiao is the most confident one.
The recommendation mechanism for in-depth content is a highlight of Dolphin stock. Volcano Engine provides a recommendation mechanism for Dolphin stocks with the same style of vibrato and headlines, and shows the truth of "what you know best is not yourself, but the algorithm" to the brokers.
Similarly, intelligence is also reflected in the full range of services for users. Relying on the volcano engine's years of product operation experience in the Internet field, they can formulate a perfect content strategy for Dolphin stock, build a full-life cycle growth system for users, and achieve "thinking what you think" for each user.
When you take apart the characteristics of Dolphin stocks in building the demand for Gen Z stock speculation, you will find that the most important ability of the bottom layer is inseparable from the all-round multi-angle empowerment of the volcano engine.
So, the volcano engine from the Internet giant, what are the indispensable "cloud capabilities" of future brokers?
03
Three volcanic "clouds"
On December 2, 2021, the Volcano Engine Cloud Service was officially released, and Superman, who had been hidden in the byte system, finally surfaced. At the launch of the volcano engine, everyone saw the whole series of cloud products, adhering to the concept of consistency inside and outside the technology, it can be said that each cloud product service is "byte the same", and has truly been verified byte volume DAU.
There are not a few big Internet manufacturers in China doing cloud services, but when the big manufacturers are still looking for new focus points, volcano engine has taken the lead in opening three clouds in the financial field.
1) Experience the cloud
A very important part of the volcano engine in the financial field is the experience cloud that focuses on user experience, focusing on both content and interaction. And backed by its own strengths, volcano engine's ability has been proven in the business with multiple financial partners.
How to improve the user experience, Volcano Engine has its own unique understanding: with content with experience.
As we all know, in the whole system of content production, content processing, content distribution, and content consumption, byte system has unparalleled advantages. First of all, backed by massive content resources, volcano engine on the one hand to introduce content, on the other hand to guide users to create freely, after the production of quality inspection and label classification into the intelligent distribution and recommendation process and finally presented to every accurate consumer.
For customers in the financial field, in addition to the basic content, volcano engine also has special effects, digital people, VR and other customization functions that rely on its strong technical strength, so as to achieve the improvement of user activity in content presentation and the upgrade of user experience in interaction.
2) Marketing cloud
No matter how well the content is done, it also needs to be paid for to be valuable. Volcano Engine's consistent purpose is also not to sell PPT institutions, focus on results, and provide customers with "landable, income-generating" professional services. From application scenarios, strategy optimization, operation delivery to data analysis, Volcano Engine can provide a full range of solutions and delivery capabilities for various financial institutions such as banks, securities, and insurance.
The core is the volcanic engine of hard technology, whether it is user data, data analysis or assisting institutions to achieve digital operations, it is essentially based on the processing of huge data. And that happens to be the advantage of the volcano engine.
Whether it's user portraits, user analysis, or precision delivery, marketing promotion, and personalized recommendations and precision marketing after conversion. Each point volcano engine has a deep experience and technical accumulation. At the same time, the cooperation is getting deeper and deeper, and this "engine" can also be trained to be more and more accurate, more and more perfect.
3) Cloud native
As a technology-driven and cost-effective cloud service provider, Volcano Engine and Byte homology have the ability to continuously innovate and iterate rapidly.
Relying on the underlying R&D platforms veCompass and veMars, Volcano can provide agile, real-time development iteration capabilities. At past press conferences, Yang Zhenyuan, head of the volcano engine business, also shared that "about 1500 A/B tests are added by bytes every day, and many ideas can be quickly verified through the A/B tests of the volcano engine." Relying on this speed and efficiency, we witnessed the feat of completing the CCTV Spring Festival Gala Red Envelope Project in 27 days.
The volcano engine, which has the ability to continuously support information creation and ensure the absolute security of data, is naturally worthy of the trust of financial institutions.
All in all, institutions need not only some specialized technologies needed by securities on the cloud, and the three volcanic engine "clouds" provide financial institutions with not just an IaaS, PaaS or SaaS; but a complete set of solutions.
04
End
Why a volcanic engine?
In answering the choice of partners, Hualin Securities once mentioned a very important key point, as a brokerage company, they need partners, "not simply AI, algorithms, cloud technology providers", but a partner who really understands C-end operations and is willing to share and progress together.
In other words, for Gen Z, it will be a long-term future strategy for brokers, and when looking for partners, shared empowerment is far more important than technology outsourcing.
The volcano engine also shows the professionalism and reliability of a large factory team.
They can complete a series of tasks such as data delivery and function migration that take half a year or more for other platforms in just 3 months, and under the unimaginable intensity and complexity of work, they can use excellent system underlying architecture capabilities, continuous function development, and operation guidance to show the platform advantages of integrated solutions.
It can be said that the content runs through wealth management, and technology empowers the user experience, which is the most perfect answer that the volcano engine can deliver for financial institution partners.
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