Sticking Together With &Nbsp, The Asset Management Industry Fostering Customer Stickiness.

Sticky, simple and appropriate description of a habit is difficult to separate the state. In the field of clothing, food and housing, there are Hermes, McDonalds, Vanke poly, and bigger brands. While brand is flourish, asset management industry is also experiencing the importance of cultivating customer stickiness in recent years.

Some people say that the banquet of several trillion yuan in bank management is just one of the characteristics of the fund's sinking into a predicament. Downhearted or blind expansion may not be a good policy.

In the strong competition among banks, trusts, private placement, insurance and many other financial institutions, the public funds have suffered from the bottleneck of development. In recent years, the scale of management assets has not increased and the flow of core personnel has been frequent. The root cause is the volatility of fund performance and the weak management ability in the weak market. Smart investors naturally vote with their feet.

As a professional asset management Companies and funds face diverse and critical customers. For a customer with high preference and high risk, the partial equity fund is the best choice. If there is a long-term stable income and a share interest rate cycle, will the interest rate of the debt base be attractive for many years? There are more institutions with configuration requirements, such as insurance, social security funds and corporate annuity.

That year, the most professional, standardized and powerful asset management team has been repeatedly played the role of spectator. Is it not a bit of a loss?

According to one industry insider, there is a certain viscosity for the fund company. Once he becomes a client of a company, he has a higher degree of concern for the company and its products and even fund managers, and investors are more cautious about redemption. Product trust degree Also higher.

In fact, investors who were originally thought to be disadvantaged are not stupid. In this case, we can see that some investors have compared the views of a fund manager to the market in the first quarter with their two quarter heavy stocks. "Now that you are good at bank stocks, why do not you buy them?" Bo Friends are competing for it.

Some executives of the fund companies are joking on the market: "the original fund's quarterly and annual reports can not be scribbled." Knowing and doing is not compatible.

However, from another perspective, the fund company has to say that investors have received more attention and discussion. The dispute over the investment routes and styles of the fund managers is potentially "sticky".

Fan Yonghong, general manager of Huaxia Fund, has publicly stated that because the fund is not a bank deposit, it is not. Insurance The only reason why people invest in the fund is that they want higher returns. This is the sole reason why fund managers and asset managers exist in the entire financial chain.

Shang Jian, general manager of UBS fund company, believes that as a company, your role is to generate profits from investment and give you the value of investment returns. Your investment ability and research ability are the core ability, and also the most fundamental way to eat. At the same time, the development of the industry also has the business point of looking for new competitive advantages through innovation, so as to seek the growth path which is different from other companies.

As they say, if equity funds can not earn more returns for investors, bond funds can not create more robust earnings. What are the reasons for fund holders to stay?

However, since the establishment of the public fund, the domestic fund companies generally followed the development mode of the first product line. "The scale of management is king" is indeed true, but there is no performance support, no brand reputation, and how can the management scale and management fee be?

"It is also based on the blind expansion of scale. Many companies have not really worked hard in the construction of investment and research teams." An insider commented.

At the same time, in the face of the financial products regulated by the CBRC, many fund companies will be glad that banks with the advantage of channel should rest their feet, and the fund seems to be in the lead.

To get rid of the tradition of relying on heaven and to cultivate deeper stickiness and loyalty with the holders is perhaps the scepter of public offering funds.