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Our reporter Zhou Shangyi
Trainee journalist Yu Hong
In recent years, financial institutions continue to strengthen digital capacity building, enhance the comprehensive strength and core competitiveness of enterprises, and more effectively support the development of digital economy. As an important window for securities firms to serve investors, the construction of App has been paid more and more attention by the whole industry, and it has become a "must-compete place" for various securities firms to get customers and improve the quality and efficiency of serving investors.
Recently, brokerage App April active number and ranking and other data released, Huatai Securities, Guotai Junan, Ping an Securities App still swept the top three. At the same time, under the enabling of financial technology, securities firms update App iteratively frequently, making it increasingly intelligent and humanized, focusing on meeting user needs and improving user experience.
Actively update the function
The latest data from Analysys Qianfan show that the total number of active securities service applications in April 2024 reached 1.Negreanupoker.4.6 billion, down 0.47% from the previous month; the average number of daily active persons was 53.5333 million, down 0.8% from the previous month; and the network-wide penetration rate of the active population reached 13.9%.
Judging from the ranking of App owned by a single brokerage, Zangle Fortune Tong (App of Huatai Securities), Guotai King an Junhong and Ping an Securities continue to rank among the top three monthly active users, with 9.6644 million, 8.5045 million and 7.1948 million monthly active users in April, respectively. At the same time, the active number of App of Haitong e-Haitong, CITIC Securities e-Investment, China Merchants Securities, CITIC Construction Investment Securities, Guangfa Securities easy to search for gold, Xiaofang (a subsidiary of founder Securities), China Galaxy Securities, and Zhongtai Qi Futong all exceeded 5 million in April.
From an extended time point of view, compared with the data in January this year, the number of active people in the top 20 App of brokerage companies increased in April. In terms of growth, the top three were Zengle Fortune Tong, Guotai Jun an Junhong and Guangfa Securities easy Gold Rush, with monthly active users all growing by more than 300000.
At present, the main business of securities firms is facing the dilemma of homogenization to some extent. Therefore, attracting new customers and retaining old customers has become an important goal of securities firms' App operation. In the "customer War", in order to attract more new customers and enhance customer stickiness, the securities firm App platform continues to update its App platform with rich features and versions, speeds up the construction of digital and intelligent service system, and strives to occupy a dominant position in the competition by providing users with differentiated functions and personalized services.
Since May, many brokerages have iterated their App versions and updated their functions, especially the optimization of financial management functions. For example, Huaxing Securities Duoduojin App optimizes the reverse repurchase function of treasury bonds and increases the "ETF cash flow" function to help investors better grasp the pulse of the market. CICC Hong Kong Securities App has newly launched the fund channel to better meet the cross-border asset allocation needs of clients. Guoxin Securities Golden Sun App optimized investment service, adding research report interpretation function and fund multi-dimensional data comparison tool. Guangfa Securities easy gold panning App added AI strategy housekeeper function to help users grasp the rotation cycle and capture investment opportunities.
Yu Fenghui, a specially invited researcher at the China Financial think Tank, said in an interview with the Securities Daily: "it is of positive significance for securities firms to actively optimize App platform services. On the one hand, by providing diversified and intelligent services and improving the user experience of investors, it will help to attract more new customers, occupy more market share, enhance business revenue and enhance competitiveness. On the other hand, a large amount of customer data accumulated by the platform is also a valuable resource that securities firms can make use of, which is helpful for securities firms to enhance their investment and research ability and tap business incremental space. "
Multiple measures to improve customer stickiness
According to the data of Ai Media Consulting, with the continuous maturity of China's securities market and the continuous increase in the number of investors, the number of App users of Chinese securities will continue to grow rapidly and is expected to reach 260 million in 2025.
In recent years, in order to increase the number of customers and enhance user activity, securities firms have actively taken diversified measures to optimize online platforms and made remarkable progress. For example, China International Capital Corporation promoted the upgrading of App from functional to operational in 2023, enabling business development. Online AUM (asset management scale) reached nearly 10 billion yuan, a four-fold increase compared with the end of last year. China Merchants Securities has implemented the development strategy of "platform enabling marketing team, marketing operation two-wheel drive" online and offline integration, and customer service has further improved in breadth and depth. By the end of 2023, the company had about 17.76 million normal trading customers, an increase of 8.03% over the same period last year.
Meeting the needs of users' wealth management is one of the important ways for securities firms App to improve customer stickiness. Guotai Junan accelerated the construction of an "investment-driven, technology-enabled" wealth management model. By the end of 2023, Junhong App users had an average of 17.9633 million monthly active users, an increase of 10.1% over the same period last year; and 17.8427 million personal capital accounts, an increase of 14.2% over the end of last year. Haitong Securities also focuses on intellectual planning around wealth management and institutional services, with special zones such as App online equity incentives and private wealth. By the end of 2023, the customer assets of "E-Sea Ark" were nearly 140 billion yuan, an increase of about 60% over the same period last year.
In the face of the recent slowdown in the growth of the number of App monthly active users, a number of brokerages have also formulated the next step of strategic planning to better attract new customers and enhance customer stickiness. Shen Wanhongyuan said that in the future, we will continue to promote the transformation of the wealth management model starting with asset allocation and value-added, investment services, and financial technology, and build the core competitiveness of high-quality customer group services. from seller sales to a win-win buyer model with asset allocation as the core. Huatai Securities also said that in the future, it will continue to promote platform product and service innovation, actively explore application services based on AI technology, continuously enhance the operational efficiency and scene penetration of characteristic trading tools and strategy services, and continue to enhance the transaction financial management experience.
Guo Tao, deputy director of the China E-Commerce Expert Service Center, told a reporter from Securities Daily: "To enhance the user stickiness of the App platform, the key is to form a deep connection with users and provide users with unique, low-alternative services and value. For example, big data and artificial intelligence technology can be combined to achieve personalized recommendations and intelligent search, helping users quickly obtain the information they need. At the same time, a good atmosphere for communication and interaction is created through community functions and various online and offline activities, such as carrying out investment education activities and marketing publicity in conjunction with recent investor protection themes to increase customer participation. In addition, in recent years, brokerage system downtime incidents have occurred from time to time, consuming investors 'trust. Brokers should also focus on improving in this regard, improve system security and stability, and ensure the safety of customer information and funds."