The Securities Research Institute and fitness sports can also be linked.
Following zheshang securities (601878. SH) Research Institute previously carried out home parent-child activities, on May 9, Southwest Securities (600369. SH) Institute launched a live fitness event.
posters
Red Star Capital Bureau noted that this is not the first time that the Brokerage Research Institute has "crossed the border". As early as March this year, Guotai Junan (601211. SH) has issued the "Home Grab Guide" to help customers grab food, and also attached a home exercise guide.
In this regard, industry insiders analyzed to the Red Star Capital Bureau that the ultimate purpose of the "cross-border" of the securities research institute is to "absorb powder" to develop business.
Southwest Securities Fitness Live invites beautiful female men
Netizens complained about "seller show" and "buyer show"
Liu Qihong's live fitness broadcast exploded, attracting countless fans and also attracting the attention of securities companies.
On May 9, the Southwest Securities Research Institute released a poster of beautiful women and men leading fitness. According to the poster, the institute will conduct four live fitness events in May.
Red Star Capital Bureau noted that in the first live broadcast event on the evening of May 9, Pang Linlin, director of the Southwest Securities Research Institute, also "parachuted" into the live broadcast room, participated in fitness, and interacted with netizens. The livestream was viewed by 1,500 people and at one point exceeded 3,800.
Pang Linlin interacted with netizens
However, some netizens do not seem to buy this live broadcast.
"What about the pretty little sister in the poster?"
"Your propaganda poster P is like this, is it the same as your research report?"
"Brokers are rolled up, but is it really good that the gap between the 'seller show' and the 'buyer show' is so large?"
……
The comments of netizens directly made the first live broadcast "overturned".
Netizen comments
As for the purpose and effect of the "cross-border" health broadcast, Red Star Capital Bureau has repeatedly called the Southwest Securities Research Institute, but no one answered.
Red Star Capital Also consulted Southwest Securities Co., Ltd. as an investor. A staff member of the company told Red Star Capital, "I don't know much about the business. The staff member said, "We will not transform to fitness, Southwest Securities is a financial institution licensed by the relevant state departments, and will carry out business within the scope of the licensing regulations." For the purpose of this fitness live broadcast, the person said that "it cannot be answered for the time being."
2021 revenue net profit "double decline"
Revenue plunged 95% in the first quarter of 2022
Behind the live broadcast of the institute's fitness, the performance pressure of Southwest Securities was exposed.
The red star capital bureau inquiry found that the revenue and net profit of Southwest Securities in 2021 "doubled down". In 2021, the revenue of Southwest Securities was 3.096 billion yuan, a decrease of 2.32% year-on-year, and the net profit attributable to the shareholders of the parent company was 1.038 billion yuan, a year-on-year decrease of 4.89%.
From the perspective of revenue composition, among the four major businesses of securities brokerage business, securities proprietary business, investment banking business and asset management business, in 2021, the revenue of Southwest Securities' securities proprietary business and asset management business decreased by 41.95% and 18.99% respectively over the previous year; the gross profit margin of asset management business decreased by 111.13%, and the gross profit margin of securities self-operated business decreased by 4.3 percentage points.
Southwest Securities 2021 Annual Report
From the performance of the first quarter of 2022, the main financial indicators of Southwest Securities have declined year-on-year. Among them, the revenue in the first quarter was 38.91 million yuan, a year-on-year decrease of 94.81%; the net profit attributable to the shareholders of the listed company was -128 million, a year-on-year decrease of 152.12%.
According to the first quarterly report of Southwest Securities, the sharp decline in the growth rate of operating income in the first quarter of 2022 was mainly caused by the impact of the company's self-operated business losses.
"As a source of income or a business for securities companies, the Securities Research Institute is as important as brokerage, asset management, investment banking, and self-operation." Wu Suwei, a private wealth manager at a securities company, analyzed to the Red Star Capital Bureau that the "cross-border" of the institute also hopes to develop its own business through live broadcasting to "absorb fans", thus becoming a new growth point for securities companies.
However, in Wu Suwei's view, the business development of securities companies is currently facing a severe test. According to the analysis, on the one hand, the profit growth of traditional brokerage business is limited, on the other hand, the market share is gathered to the leader, and the stronger the stronger. "The same is true of brokerage research, where continuous innovation and change, including revenue models, are needed to increase performance."
The "internal volume" of securities companies will intensify, and "cross-border" will become the norm
Red Star Capital noted that in fact, this is not the first "cross-border" brokerage research institute.
In April this year, Zheshang Securities Research Institute launched a series of public welfare activities such as home parent-child sports, carrying out short videos of fun sports and punching cards in the spring for 7 days.
In addition, Guotai Junan also released the "Home Grab Guide" this year to help customers grab food, and also attached a home exercise guide.
Grab the dish
In the face of the intensification of the "internal volume" of the above-mentioned securities companies, Wu Suwei analyzed that there are three main reasons for the securities research institute to carry out live broadcast activities: first, the live broadcast platform has a huge user group, with the development of the mobile Internet, live broadcasting has become the entertainment consumption habit of many people; second, affected by the epidemic, securities companies can not hold a certain scale of offline activities. However, through live broadcasting, the effect of holding activities can be achieved, and face-to-face communication with customer groups can be achieved; third, brokers, as financial institutions, have service attributes, and carrying out such activities can obtain a certain degree of attention, thereby improving their brand and reputation.
In Wu Suwei's view, the brokerage research institute seems to be "cross-border", but the essence is still the same, but in the new communication methods and market environment, the use of new communication media to attract more users, so as to develop into potential customers. Wu Suwei expects that in the future, there will be more and more brokerage research institutes "cross-border", "as long as the live broadcast method exists and has a user effect, this will become a norm." ”
Red Star News reporter Li Weiming Li Chen
Responsible editor Ren Zhijiang