The Long-Standing Fund Business Deadlock Has Loosened.

Almost the same time, almost uniform rhythm, these internet platforms with strong accumulation in the traffic field have extended their tentacles to the field of fund sales.

In addition to these traffic giants, many financial technology start-ups are equally ambitious in the field of entry.

The long-standing fund business stalemate suddenly loosen up.

Those who break the deadlock come from the "Ali Department" that plays an important role in the Internet financial field.

In the wave of the Internet Fund in 2013, the balance treasure they created created a miracle in the history of public fund sales.

This time, they brought the fortune number back and forth, trying to pform the traditional fund sales mode that has been running for many years with the mode of "technology plus finance".

The competitors are not the ants.

Whether Jingdong financial "Jingdong experts", or recently the latest upgrade of the eastern fortune "fund wealth", the cake in the middle of the flow of giants have followed.

Almost all the revolutionaries have issued slogans to achieve "1000 faces," and the long term fund business providers have also welcomed the time to "roll up their sleeves".

Is this merely a simple shift in the position of the sales channel or the beginning of the new round of Internet Fund reform? It is hard to answer the question, but it is just an attempt to sell the traditional fund sales area full of malpractices.

The series of measures taken by ants this year has brought a storm in the Internet financial field.

Ants' golden clothes' one-stop financial platform "ants treasure" announced that it was upgraded to "ant wealth" and formally launched the "fortune", which was fully opened to financial institutions such as fund companies.

This is a second attempt by the Department of Ali cooperation with the fund company after the complete closure of the fund Taobao store.

On the first day of the fortune line, the 7 fund companies such as the Celestica fund and so on were settled. In July 20th, there were 11 fund companies, such as Huaxia Fund, Yi Fang Da fund and China Merchants Fund.

Unlike the previous Taobao store's single sales mode, the fund company can operate autonomously through the new position of fortune. At the same time, it can combine the user portrait, marketing tools and AI technology provided by ant gold service, and provide differentiated services for different users.

Specifically, on the fortune number, fund companies can design different operation activities according to different user positions and different trading behaviors, and even push different banner (page ads) to different users.

More than a month on the line, fortune has brought certain increments to fund companies.

According to the data released by the ants, the average daily trading volume of the fund company continued to rise in the fortune number. Compared with the initial period, the average daily trading volume of the fund company increased by 243%, and the average daily sales increased by 190%.

An ant wealth insider told reporters: "in this process, based on data operation, marketing capabilities, interface opening and other wealth opening capabilities, the organization's self-produced content has entered a positive circular optimization.

Among them, more than half of the users who enter the fortune's front page will have further click operation. The highest institution's exposure to the home page of a single day fortune number can achieve 70%; the better performing institutions, the single day FORTUNE account accounts for 59% of the total ant wealth paction volume, and a number of institutions can maintain normal maintenance at 20%-40%.

At the same time, these data are still rising. "

However, although the total paction volume of the fund companies has been improved, the distance between the first fund companies has been opened because of the difference in operational capability.

Zu Guoming, vice president of ants wealth division, revealed that different fund companies had significant differences in business data. The exposure rate and exposure rate of single day exposure could be more than 10 times.

So what is the reason for making the "fortune number" so much for the ants' gold clothing? This needs to be understood from a deeper level. For the ant's gold suit and even the whole Ali department, wealth will be a very important position for Ali in the integration of Finance and technology.

In August 10th last year, the open platform of ant gold clothing was formally launched, and it announced that it would open up its 12 capabilities, including millions of small and micro businesses, as well as the vast market of these commercial fields, and fully open to partners.

This year, with the opening of "fortune number", the financial sector is clearly becoming the focus of further opening of ant clothing.

Ants well CEO well Xian Dong recently mentioned many times that the core of finance is management risk. TECHFIN is using technology and data ability to help financial innovation, serve ordinary consumers and ordinary merchants, enhance the risk management ability of financial institutions, and help financial institutions upgrade in an all-round way.

He said, "the strength of ants' gold clothing is technology, and cooperation with financial enterprises can form complementarity. So, let's move back to Tech's position and fin's stuff is a little bit less."

Jing Xiandong's above statement and the high-profile appearance of "fortune number" are regarded as important signals of ant pformation in the industry, which means that ant golden clothing is an important turning point in the Internet financial development path, and is a new start for ants' golden clothes.

Some people in the industry have commented that ant gold clothing announced that they would only do tech in the future. After trying to make mistakes, they would seek their own new positioning. Such pformation is the choice that ants must make.

At the same time, pformation is not only the strategic deployment of ants, but also the trend of the whole Internet financial industry.

The layout is not an ant, but the competitor's pace follows.

In March 21st, when the ant Gold Service announced to the fund industry to open its operation platform "fortune number", less than a month later, in April 10th, Jingdong financial announced the launch of the financial institution's self operation platform, "Jingdong expert". Since the platform was launched online for 3 months, the fund company has expanded from the first 9 to the latest 30.

The latter's rhythm is also good.

In March 1st, Dongfang fortune network launched its own wealth platform from the media platform. Then, in July 27th, the Oriental Fortune network announced that "fortune" has completed a comprehensive upgrade of the fund's homepage and launched a completely new version of the "fund wealth" to create the "self media" + "self operation" two wheel drive mode.

After the surrender of 10 fund companies, up to 7:30 on August 3rd, the number of fund companies on the line has reached 45.

Almost the same time, almost identical rhythm, these are

The Internet platform with strong accumulation has extended its tentacles to the field of fund sales.

In addition to these traffic giants, many financial technology start-ups are equally ambitious in the field of entry.

It seems that overnight, financial institutions that are not good at Internet operation have become a trend.

What is the difference between the operation platform from the Ant King's clothing wealth, Jingdong experts, and the wealth fund of East wealth?

From the positioning of the platform, the starting point is the same, that is, we hope to provide personalized and customized services to customers through the self service operation mode of the organization and the large data and precise distribution ability of the platform.

Because of this, user capacity and data utilization capabilities become the core of the platform competition.

In August 2nd, the deputy general manager of a large fund company in Southern China told reporters that "we have cooperation with all major Internet platforms, because they all have their own user base.

But at present, we invest more in manpower and financial resources than the ants wealth, because we think that the data of ants are bigger and higher.

Reporters from a number of fund companies understand the situation, the ant gold clothing wealth on line fund company's scale increment is more obvious, fund companies are more willing to increase investment in this platform.

For fund companies, after 80, 90 became Internet financial management on the mainstream crowd, many users completed the enlightening education of financial management through the balance treasure, convenient shopping and continuous companionship, compared with 60 and 70, their financial awareness awaken earlier.

At present, the number of landed users of ant wealth reaches 180 million, active users reach 35 million, and Alipay users exceed 450 million. These users' financial willingness and sustainable investment ability are worth paying close attention to. This is a platform for every fund company.

Of course, fund companies are not free to choose partners, and the Internet platforms have different standards.

For example, ant wealth number has so far fewer than 20 on-line fund companies. The reason is that ant wealth number has higher requirements for fund company's electricity supplier operation capability, so the on-line companies are large companies; and the latest on-line financial wealth fund has relatively low requirements on fund companies, which has attracted dozens of fund companies in a few days, including many small fund companies.

Competition is inevitable, and the final foothold lies in the performance of fund companies, which will be verified in a longer time axis.

More often, now is just a test stage, and who can finally come out is also full of variables.

How to treat the same platform

In this doubt, Ming Ming also admitted his views to reporters.

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Zu Guoming said, "in fact, we have many exchanges with other platforms. For example, we are friends with Jingdong who are in charge of finance. We will discuss in business how we can do better.

The most fundamental point is to see how powerful we are. If the ant platform itself is not done well, then the organization will naturally leave us. We must train our internal strength well.

At least from now on, our wealth, our layout, business thinking and data application are all good, so fund companies are willing to cooperate with us.

If half a year or a year later, we do not do well, other platforms do, then we also have to learn from others.

In this respect, there is no such thing as exclusion or exclusion, which is the best way for a fund company to use it well.

The surging of the major Internet platforms has made the long awaited public offering electricity industry reappear ripples, and many electric business people are bluntly saying that this is another wave of Internet Fund climax.

The development of Internet banking in the public offering industry should be traced back to the year 2013, the first year of Internet finance.

In this year, Internet companies and fund companies cross boundary cooperation, seize the idle funds of different uses, and carry out short-term financial management in the market segments.

"As long as there is money to precipitate the place, we can develop financial services" and become the prevailing belief of the public offering industry. The fund industry has also launched a golden era in trying to reform the fund sales business.

However, because the sales volume of the electricity supplier is always on the go, and it needs huge initial investment and late maintenance, the revenue balance can not be achieved for a long time.

Since 2016, the market has been cold, and fund sales have dropped, making many fund companies shrink the electricity supplier.

Abandoning the new business expansion of the electricity supplier has become the choice of most companies at that time, and the fund business is increasingly becoming a game that big companies can afford to play.

But even big fund companies have been puzzled how to make efforts in expanding their business.

Li Hui, deputy general manager of the Cathay Pacific Fund Management market, was very impressed by the experience. At the end of July, it talked about "2013 is the first wave of the development of the fund business. At that time, a large number of fund companies intervened in the field of electronic commerce, and established the Ministry of e-commerce or the Internet finance department. But after two years of development, the business of many fund companies is shrinking.

Why did the business of fund companies not develop after 2013? I personally think that a big problem is that in that market, many companies still only regard the Internet as a channel for banks to compete with each other.

Through the Internet Co and the Internet financial platform, we are going to sell the fund at the different end of the electricity supplier, which is still a traditional mode, but it is only replaced by a sales agency.

Now the new trend of cooperation between fund companies and major platforms is a new change in Li Hui's view.

Li Hui said, "now this step is another trend of Internet funds. This trend is frankly driven by ants.

The wealth that ants have opened this time is a fundamental turning point for us.

Although the fortune number uses the mode of consignment sales, free online traffic is different from the previous three party selling by selling advertisements.

But the fund company has gained the stickiness of direct selling, allowing the fund companies to control their customers themselves, even those companies that do not have much electricity budget can reach customers at the lowest cost and precision.

This view is quite representative in the public offering industry.

In the cooperation with the Internet platform, it has also rekindled enthusiasm, and the status of the originally marginalized business sector has become more and more important.

According to the reporter, in the Cathay Pacific Fund, operation wealth has become the company's "1 project", the electricity supplier team from the past half to 8 people.

"This is a strategic level input project", which was repeatedly stressed by the senior officials at the company's conference.

The same change also took place in Xingquan fund, "this is the strategic input of the company, the budget has no upper limit, the post has no upper limit", Zhou Shuming, the director of the business department of Xingquan fund, said.

And the Celestica fund, which has ants genes, does not slow down the operation of fortune.

At the end of July, Zhou Xiaoming, deputy general manager of Celestica fund, said, "we now have forty or fifty people in the so-called electricity supplier system, and there are more than 30 technical teams in the background for the development of the electricity supplier system.

Our researchers and fund managers spend a certain amount of time in the exchange of positions represented by ants or treasure numbers, such as writing articles and answering customer questions. This is human resources.

The resources of money, we are carrying the mentality of giving back to customers and investing in the future. How much can we sell tomorrow after the fortune number? We will not ask these questions in the short term. We will only see how many people are interested in our number.

Then, through a period of accumulation, I think sales volume, business interests and long-term synergy development can be reached.

We are now treating wealth with a new attitude of accumulation.

Perhaps, for the long awaited fund providers, such a change is needed too.

In the final analysis, the so-called "1000 faces and thousands of planes" from the operation platform are the experiments that can ultimately touch users accurately.

The challenge is doubtless double.

For the Internet platform, the test is whether the algorithm model is accurate; for financial institutions such as fund companies, the test is the ability to digest and use data.

Only if the front and rear links are rigorously completed can we finally achieve precise matching.

However, the attempt means change. At least, the fund company's long-term alienation with customers has ushered in the opportunity of loosening.

For customers, it is also a good start for organizations to be willing to take part in this change.

A fund manager admitted, "objectively speaking, we do have a lot of latitude to screen customers and make operational plans.

Until then, most fund companies either lacked data or did not do well in practice.

The technical ability of ants has provided us with very strong tools and weapons. This is the reason that most fund companies can't do it themselves, and it is also one of our most recognized ants.

Of course, the establishment of a continuous interaction with customers requires higher requirements for fund companies.

This is the test of whether the fund company has the Internet thinking, can use the new technology to improve business process and operation design, improve the service level.

"Previous sales and operations, only a single product sales, and a single operation, operation even as long as the bank's customer manager, the so-called professional, fund companies do not have to take special consideration of what the user needs, how to express more clearly to the users.

But now, after the fund has been sold, the service has just begun. This must establish a long-term dynamic interactive continuous relationship, and feedback from time to time, real-time interaction.

A salesperson from Huaxia Fund told reporters.

Of course, whether the slogan "recommending the right product to the right person" will eventually become the ultimate criterion for the success of the Internet fund pformation.

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