Finance Also Needs The "618" Public Offering Fund To Be Broadcast Live Behind The Scenes.

618 of the year is an important moment for the traditional electricity supplier than traffic.

Under the new crown epidemic, the traditional marketing methods of public funds can not be properly launched. Online live broadcast has attracted wide attention.

Behind the live broadcast, the fund industry is setting off a traffic competition.

According to the twenty-first Century economic report reporter, various fund companies have opened live broadcast, some have been broadcast live in hundreds of fields, some have set up live broadcasting rooms, and some have recruited professional hosts.

For fund companies, the biggest direction is how to increase the volume of goods under the premise of compliance.

Some fund companies said that the amount of live broadcast of the fund is obvious. Recently, there have been tens of millions of sales of fund managers broadcast live. But some companies also say that brand exposure has improved and the effect of carrying goods is not yet obvious.

Perhaps a change in the form of fund industry marketing is taking place.

But controversy also follows.

The fund fires live under the epidemic.

"Since the outbreak, people can't go out to marketing, and all the fund companies are doing live broadcast. So do we. A large fund company said.

Bo Shi Fund said that since the opening of the market in February 3rd, Bo has launched online live roadshow related activities. In the short period of a few months, a total of hundreds of different forms of live broadcast have been launched. From the number of viewing times and the effect of communication, the total number of visitors has exceeded 100 million, and the overall effect is good, which is widely welcomed by channel customers.

According to our reporter, the company's live content is divided into four categories, including fund product roadshow, market view sharing, investment courses and channel training.

It is reported that Peng Hua also uses live broadcast to convey expertise to investors. Since the end of 2019, it has begun to try live broadcast, with a frequency of 1-2 games per week.

It is reported that as of now, fund managers live nearly 100 games, and broadcast live through the external platform and so on nearly 30. In April 27th, Penghua Fund launched a series of live broadcast of Penghua basic investment University.

"Daily research for 1 hours" is a deep and professional sharing, and even attracts the attention of researchers from the same industry. Insiders said.

Under the epidemic situation, fund companies' voice conferences, online routes, video live broadcast and other online models are gradually emerging.

At present, there are dozens of fund companies broadcast dozens of fields, the major fund companies are broadcast live, WeChat platform, ant wealth, daily fund net, snowball and other online propaganda become the main platform. The themes are mainly investor education and face to face communication with fund managers. It is worth noting that some of the live pages have buttons for related products, which can be purchased directly.

The results of the fund's attempts are different from those of the fund's live broadcast.

"Live our family has also done, mainly in the media platform; third party platform, such as Taobao, day and so on; and there is a direct broadcast of the channel. The main contents involved are investment in teaching, market opinion, product publicity, etc. A Shanghai fund company source told reporters.

"For us, brand exposure has been improved, and the effect of carrying goods is not yet obvious." The above Shanghai fund company personage said, "the main direction of direct seeding is how to increase the volume of goods under the premise of compliance."

A Shenzhen fund company personage said: "we are also doing live broadcast. Recently, a star fund of our company was launched by a new hairdressing fund. We took the initiative to find an ant gold suit to do a live broadcast. The host was a live team introduced by his staff and ant gold suit, which directly increased the sales volume of tens of thousands of people, and the effect of carrying goods was good. In addition to ant suits, we also live with the daily fund and snowball.

It is reported that the cost paid by the fund company to the live broadcast team is about tens of thousands of yuan. In addition, there is also the cost of continuous exposure to the platform. Generally speaking, insiders point out that the cost of live broadcast is not low.

In this regard, Yang Delong, an open source economist in Qianhai, told reporters: "the live broadcast of the fund is quite popular under the epidemic situation, because the live broadcast of the fund is also a way to bring goods. Some fund companies use live broadcast to promote some star products, increase the communication and interaction between investors and investors, so that investors can better understand the characteristics and risk characteristics of these funds, which is beneficial to sales. Selling also helps to strengthen ties with investors. "

"The live broadcast of the fund, if it is a star fund manager with a large amount of fans, the effect of live direct delivery is better, and it will bring better sales promotion."

Most of the fund companies are optimistic about the future trend of live broadcasting.

A Southern China fund company official said that after the Spring Festival, the online live broadcast was particularly popular. But now that you can travel, the demand for live broadcast has plummeted. From communication, it must be a direct face-to-face communication, and the effect will be better.

However, the above Southern China fund company believes that Future Ltd will continue to use live broadcast to marketing star fund managers' products.

Compliance risks

"I think the live broadcast of the fund is a developing trend in the future, and it is a way to be encouraged." Yang Delong commented.

The form of live broadcast should always be there. As a supplement to the offline roadshow, our family has already built a live room, so it will make good use of it. But I feel that the line will not replace the line, after all, each has its own advantages. A Shanghai fund company official said.

There is another reason for this controversy: the live broadcast of funds is faced with compliance risks.

Earlier, there was a violation of the fund company's live broadcast. For example, a fund company issued a red envelope in live broadcast and was under the supervision and concern.

At present, the public offering funds live broadcast, and try to avoid all minefields as far as possible.

"Before the industry has a number of live broadcast of the risk of events, and now our fund manager on the broadcast of all the materials, in advance should be submitted to the Ministry of justice for trial, so basically no problem. Our forensic department is also training fund managers recently to train fund managers to pay attention to live exchanges, roadshows and strategic meetings. A fund company said.

A note by a fund company referred to by the reporter shows that the main points of attention include several aspects:

On the disclosure of performance, we should not use non compliant data and reference sources; we can not mention specific stocks; we can not mention non-public information; we can not use vulgar and large-scale language; we can not publicize the guaranteed capital yield and the expected rate of return; we can not slander our peers; we should not emphasize the time limit of centralized marketing; do not argue with journalists and attack the media; we must comply with the law. Relevant requirements of regulations and work system.

The industry pointed out that the live broadcast of the fund should pay attention to the rules and regulations of investors' appropriateness in publicity and promotion.

Bo Shi believes that direct marketing can enable investors and fund companies to establish direct communication. Customers can not only learn relevant investment knowledge, but also deeply understand the investment strategies and investment views of fund managers. However, there is no corresponding rules and regulations for the compliance requirements of live broadcast, and they want to be clearer. The implementation details such as the requirements of risk prompts, the rules of customer suitability management and the conditions for issuing red packets are more perfect, which helps guide the fund companies to do more direct broadcast.

In addition, the fund industry is concerned about a problem that is not too obvious in compliance with the rules: "excessive entertainment".

Although this issue has not yet been regulated and regulated, it is doubtless a controversial topic for professional fund institutions.

According to the reporter, some people think that selling funds can also be like Li Jiaqi, all kinds of gimmicks together, while others think that the fund is financial products, more should reflect professional technical content rather than relying on gimmick Bo eye.

However, some fund holders say that fund companies have begun hiring professional hosts to do live broadcast, but it is not known whether this entertainment phenomenon will be universal.

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