As the A-share market fluctuates, so does investor enthusiasm. Driven by the mobile Internet, online account opening has become the main battlefield for brokerages to compete for new customers. This article will give you an in-depth look at how major Internet companies can use their respective platform advantages to attract potential investors and guide them through the account opening process.
At the end of September, after a period of turmoil, the sentiment of the A-share market gradually recovered, attracting the attention of a large number of new and old investors. Especially with the continuous rise of the market, the account opening boom has been ignited again.
Opening an account is the first threshold to enter the stock market. In today's highly developed mobile Internet, online account opening is naturally a must for all brokerages. Brokerages have increased their investment in online platforms to attract investors through various promotions and high-quality services. However, with the decline of the market, the demand for account opening has also cooled significantly. The author also personally feels that since the end of September, although the brokerage business line of the brokerage has been busy, with the cooling of the market, the momentum of new account opening has weakened.
This week, some media reported that "the overall transaction rate of new investors who have opened accounts since the company's National Day holiday (completed account opening and trading behavior) is 2-3 percent, and the number of valid accounts is limited." And there is still some time for the transformation of the effect of brokerage investment and education, and most new investors are not ready to enter the market, from the perspective of age structure, this kind of situation is mostly post-95 and post-00. ”
Image source: Finance Associated Press
Since the National Day, the author has squatted on the products of major Internet companies such as Alibaba, Tencent, Byte, and Xiaohongshu, packaged himself as a "potential investor", and dug up close, "Which brokerages have laid out cooperation with Internet manufacturers?" What are the processes and links of opening an account? Is the link silky? "Wait. I hope to bring readers inspiration on how to create the "last mile" of Internet drainage more efficiently.
1. Wealth management vertical platform: Alipay, Wealth Management
According to internal industry data, the diversion effect of leading wealth management platforms such as Ant Group and Wealth Management Connect is remarkable.
In particular, Alipay's "fast account opening" function is directly linked to the cooperative Guosen Securities, SDIC Securities, China Securities Construction Securities, Industrial Securities and Caitong Securities, bringing a huge number of new customers to these brokerages.
Image source: Alipay, Wealth Management
During the National Day, brokerages cooperating with Tencent also achieved hundreds of thousands of account openings, far exceeding those that did not cooperate with major Internet companies. According to the author's research, it includes CICC Wealth, China Merchants Securities, and Hualin Securities. As of October 16, 2024, CICC Wealth can no longer be found in the account opening link.
In terms of the account opening process, the two giant platforms have different characteristics. Let's talk about the conclusion first: Alipay is more "silky".
Specifically, the "Alipay" account opening process is very simple, you only need to authorize the real-name identity information on Alipay to the brokerage to open an account with one click, and the opening speed is extremely fast.
The path to opening an account through Wealth Management Connect is relatively long. First of all, it is reflected in the deep hidden, users can not directly rely on the search for "account opening", "stock account opening" and other keywords to jump directly to the account opening interface, but to enter the "stock" sub-function, send the relevant Mini Program to WeChat, receive the customer service information of the Mini Program, and then guide the attention before entering the account opening link interface. It's a nightmare for "electronics idiots".
Moreover, the essence of the account opening action catalyzed by the market is still "impulsive behavior", and the overly cumbersome process will inevitably cause the "process loss" of a large number of customers.
Naturally, young investors are increasingly inclined to use the Internet to open accounts online, and have higher expectations for digital financial services. The Internet wealth management platform just caters to this trend, attracting a large number of young people through simple operation, personalized recommendations and rich financial knowledge. The cooperation between brokerages and these Internet platforms may make it easier for young people to enter the securities market and become shareholders smoothly.
2. Comprehensive content platforms: Douyin, Xiaohongshu
The attributes of the comprehensive content platform are quite different from the algorithms of the financial management platform, and the user composition is also very different. Through continuous search keywords and clicking on advertisements, the author successfully entered the account into the platform's "potential investors", "account opening needs", "securities account opening" and other tag groups.
Regarding Douyin, pure recommendation logic. When it is successfully "marked", about every 3-5 short videos, a brokerage account opening video will be pushed. Judging from the recommended amount, the top securities companies include CITIC Securities, China Securities Securities, China Galaxy Securities, Haitong Securities, Guotai Junan Securities, Huatai Securities, GF Securities, Dongguan Securities, etc. The video style is mostly "beautiful women call you to open an account", "senior investment advisors come to solve the plate", "passers-by take you to pick wool", etc., the playing style is as good as ever, and the players are as good as ever.
After clicking "I want to open an account", you can jump to the landing page to fill in the mobile phone number and jump to the customer service assistant to add WeCom. After filling in the mobile phone number, the staff will guide you to the account opening process; After adding WeCom, you must take the initiative to obtain the action of "Investment Advisory Enterprise WeChat" before you can add WeChat and successfully attract traffic to the private domain of the brokerage.
About Xiaohongshu, it is a typical combination of UGC and PGC logic. The top securities companies in Xiaohongshu include Guojin Securities, GF Securities, Ping An Securities, China Galaxy Securities, etc. Most of these accounts are operated by headquarters or branches. The content is mainly educational or pan-financial content.
Due to the restrictions of the platform rules, it is not possible to jump directly to the account opening link. Most of the solutions are for users to contact by private message, and the account will automatically reply to WeChat contact information, jump to WeChat, and divert traffic to the private domain. It is worth mentioning that when the operation dynamics of the securities company that has been tested, only Ping An Securities has done a second private message within 12 hours, urging the addition of WeCom.
In terms of the above benefits for promoting account opening, they are all commissions, new customer wealth management, new customer APP rights, etc., and there are no special industry innovation actions.
The diversion styles of various "Internet giants" are quite different. Alipay is the most direct, the closest to money, and the shortest account opening link. Wealth Management Connect is the most cumbersome, but WeChat's own traffic pool is still attractive. Douyin's personalized recommendations are very strong, and once the customer group is identified, it will continue to do precision marketing (after the market pullback, although the frequency has decreased, it has not stopped). Xiaohongshu has high requirements for the quality of content, and it needs to sink to the bottom for a long time, starting from the accumulation of fans.
As the market retreated, the enthusiasm for opening an account weakened. However, the demand for investment education, analysis, unloading and other accompaniment has gradually risen, and the demand for diversified asset allocation is also increasing. Because the market enthusiasm is still there, there are still many investors who are in a wait-and-see state. How to do a good job in the conversion of new customers may be a problem that those brokerages that have reached the account opening target need to focus on in the last quarter.
The author believes that there will be ups and downs in the market, and only "accompaniment" will win the hearts of the people! The Miscellaneous Talk will also accompany readers through the cycle and improve their strength. Don't forget to click "Follow" below, if you think it's exciting, please "forward", "watch", and share it with colleagues and friends around you.
This article was originally published by @数金杂谈 on Everyone is a Product Manager. Reproduction without the permission of the author is prohibited
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