Fund marketing "Red Sea", many fund companies began marketing mode of reflection on how to change. However, fund marketing over the years been deeply is the word "first, the light" of the mark, banking channels monopoly position and difficult to get change for a short time, offering fund the marketing pattern of change is actually "easier". Recommended reading
· laojimin performance comparable to Wang yawei · double new-a of income and risk private: market or breaking 3,000 points fund investment path x light scan deep dug public private equity "a brother" heavy warehouse unit Fund heavy warehouse unit investment details eight large absorption gold Fund Manager afternoon pre-sentenced Fund sold Shi told expert losses money told value investment [hexun know] what is private equity continued marketing easier under WIND information statistics of data, 2010, Fund first share of average from 2009 of 2.941 billion copies Xia fell to 2.052 billion copies, and this year January, from has announced of data view, is average only 1.286 billion copies.
This one can't help but question, and so on, strive for channel and customer "issued war" will last long? Since the present release of war has to fund a substantial proportion of the profits of the company was forced to transfer to the Bank, then as the Fund of the proliferation issue, fund industry will be forced to change "first, the light continued" mode?
At present, reflections and some people have raised this idea. For example, the transformation of a large fund companies have started marketing plans sector, its function is not just the media communication, promotion, and was further given the investment adviser's role. The company in charge of the marketing executives want prominent investor-oriented, marketing plans sector in a more professional image active media and investors, promote appropriate funds at the appropriate time.
To this end, the marketing planning introduction of a few special senior sales manager, who acts as investment and bridge between the research sector and the Media Manager, product brochures and other professional information into a simple column and other forms of promotion. At the same time, also some fund companies who wish to control release rhythm, rather than for the mass, want to slowly but surely for marketing.
Effective use of channel resources on the one hand, on the other hand will focus more on the marketing and customer service. However, even on the marketing mode of some fund companies interested in seeking a breakthrough, but no fund companies also have the courage to shout out "light first" slogan.
One of the main reasons, both associated with the market situation, and also fund industry on banking channels are highly dependent on the. "The market situation is not good, Fund money effect no, currently rely on banking clients of the Fund. But for fund IPO banks pay more attention to some resources more inclined, so firms have to a a new product, to maintain relative stability shares. "A senior Fund said. "Frankly speaking, that is each time a new Fund, Bank wealth managers can mobilize their customers to the redemption of the Fund to buy a new Fund. This very reluctant, but there's no way. "On the other hand, funds for Chase has not changed the scale of the company," get rich quick "the heart results in spare no have to" spell first. " "Scale is of considerable importance to the fund industry indices, company Executive in the face of the continuous decline in the share of the Fund of the kind of nervous, you are hard to understand. Previously relying on dividends, splits to continue marketing, new product approvals faster now, quickly scale by IPO.
"In China Securities News reporter in the process, insiders said. In fact, last year performance is quite good, facility for customer of the stock purchase, fund companies, new fund issue remains very much. One employee to the China Securities news reporters: "the company has set to fund IPO as " normal working " to do, because the executives feel that this is the process of enclosure Happy Valley.
" beleaguered new road opened up although no company is willing to take the initiative within the industry to quit" issue ", but they opened up a new release of battlefield, expand sales channels outside of the Bank, has been tried, but are not very effective. A case study of online direct sales of e-commerce, this reporter learned that, when a fund company's executives took control in the industry, have considerable expectations on e-commerce, hoping to take this enhance the company's profit margins. However it was not long before, the company will take the initiative to give up this development direction.
The company has said, head of e-commerce, as the Bank for the operations of the Fund increased emphasis, is also subject to e-commerce channels, funds on the customer and revenue is almost fall between two stools. "From the company, customers online subscriptions to have several banks of bank card and first opened online banking, which requires companies and contact the relevant issuing banks. But generally store the big bully, the requirement of sales revenue-sharing is very high. Now with the remittance and other third party payment platforms in the world, the equivalent of banks coordinated by them to, but the customer cost of the subscription, purchase, remittance and banks have to share in the world. Many banks such as China Merchants Bank online banking is now opened " Fund supermarkets ", let the customer directly in their online buying funds, equal to firmly grasp in customers, even information fund companies are out of reach. "The people also said that investment in building e-commerce platform is very large, while income is not at all obvious, so the present stagnation of development potential. Some strong fund companies are willing to invest, using it to develop emerging marketing activities such as microblogging, but even so the company, nor does it expect to rely heavily on e-commerceGet rid of dependence on the banking channels. under dilemma step-by head of markets who have experience in overseas funds to the China Securities news reporters, in the United States, within a short period of domestic funds in order to break this strive for channel and customer dilemma of the issue more difficult.
Currently looking forward to, is a performance, and second, improved the market situation, new funds to enter.
However, under various venture capital firms in difficulties, tried to ways to increase the effectiveness issue or reduce Fund share shrinks. Where many companies by means of closures, restriction of, difficult to reduce the operation of the Fund, to build a "Star", makes the brand attractive upgrade, customer purchase, under my name in other funds, and the star itself can also be obtained by such as the purchase amount.
In addition, most fund companies are perfecting the product line, opened Fund switching business, want to investors under the different marketing stages and different rates of preference, to convert between in the company's products, rather than a call to leave. On the specific release policy, China Securities Journal reporter observed that some fund companies seize the large funds are often likes to issue subscription features of late, launch issue "Blitzkrieg" compression release schedule, save issue costs.
Also some weaker firms, simply "low key" issue, will not do more publicity, do not give Bank let too much, reduce the release expected, raised funds and then graph performance-developed, which led to purchase. In addition, there are also companies in product design from top to bottom, through in-depth study and market study investor psychology, introduced in a timely manner to meet the customer psychology for topic, which a view to increasing the effectiveness issue. Theme Fund distributors are increasingly active in the near future, that confirms a trend.
