Also known as ＂Anxin Investment＂, it is a coincidence that the two brokerage funds hit the name. Anxin and Ping An Securities opened on the same day, and the second batch of 20 pilot brokers and 12 ex

Cailian (Shenzhen, reporter Huang Jingsi, Wu Hao) News,On the same day that A shares closed in the Year of the Ox, there was good news from Anxin and Ping An, two brokerage funds, which invested in the exhibition industry.

On January 28, the investment business of Essence Securities and Ping An Securities Fund passed the on-site inspection by the regulatory authorities and officially obtained the qualification of exhibition industry. More coincidentally, the fund investment brands of the two brokers are named "Anxin Investment", in which Anxin Securities focuses on improving the customer experience, while Ping An Securities emphasizes the investment strength and refined accompanying operation system.

So far, among the second batch of 20 fund investment business pilot brokers, 12 have started exhibition industry, accounting for 60%. The 12 brokers are CITIC Securities, China Merchants Securities, Guosen Securities, orient securities, Caitong Securities, Industrial Securities, Zhongtai Securities, Shanxi Securities, Nanjing Securities, Everbright Securities, Ping An Securities and Essence Securities.

Up to now, the development of domestic fund investment has achieved staged "transcripts", but there are also five major pain points. The primary problem is that the rate of return brought by investors’ irrational behavior is not up to expectations. From the perspective of investors, although the acceptance of investment has improved, the investment and teaching work still has a long way to go. In addition, regular market interpretation, purchasing consultation and guidance, and online interactive Q&A are the investment services that investors are looking forward to. More comprehensive strategies, multi-channel synchronization and better services are all the demands of investors at present.

Essence Securities focused on customer experience in the initial stage of "Anxintou"

In June 2021, Essence Securities obtained the second batch of Public Offering of Fund investment consulting business pilot qualification. After half a year’s preparation, it has already met the requirements of the pilot exhibition industry in terms of system construction, investment management, system construction and personnel training, and has successfully passed the on-site inspection and acceptance by the regulatory authorities.

The brand name of Essence Securities’ fund investment consulting business is "Anxintou". In the initial stage of business promotion, it is planned to launch multiple portfolio strategies according to risk preference to meet the diversified needs of different types of customers. Paying attention to customer experience is the current focus of the investment business of Anxin Securities Fund. "It takes time to build trust, and it is also a long-term thing to change investors’ cognition. I hope that the combination and services in the early stage of the exhibition industry will give customers a better experience." Seung Geun Moon, head of the fund investment business of Essence Securities Wealth Management Department, said.

At the initial stage, "Anxintou" focused on three types of target customers: one is the stock customers with poor investment returns or experience in the past, the other is the addition of primary investors, and the third is to explore external incremental markets.

In terms of investment allocation, "Anxintou" will give full play to the professional ability of fund optimization and portfolio allocation; In terms of consulting services, we rely on the power of financial technology to standardize and accurately reach the service content. Through professional services, sincere companionship and full-process consulting services, we guide customers to allocate offline services of frontline personnel for a long time, making services more intimate and human, and enhancing trust.

Seung Geun Moon believes that one of the values provided by the fund investment business is to raise the lower limit of investors’ income, and the other is to reduce the fluctuation under the same income level through portfolio investment and other methods, and at the same time, through investment consulting services, to increase the correction of customers’ behavior and guide investors to obtain medium and long-term investment income.

Ping An Securities builds a closed loop of "investment" and "care" services.

A few days ago, Ping An Securities Fund’s investment business completed on-site acceptance and was officially approved for exhibition industry. Coincidentally, the investment brand of Ping An Securities Fund is also named after "Anxintou". On January 28th, related series combinations were launched one after another.

In the aspect of "investment", taking research as the brain and driving buyer’s service through buyer’s research is the core idea of Ping An Securities’ "safe investment". According to Shu Tan, the head of investment and care business of Ping An Securities Fund, the investment and research team of "Anxin Investment" currently has 8 people and has more than 7 years of investment and research experience in relevant institutions. At the same time, relying on the research strength of Ping An Securities Research Institute, a scientific and perfect investment research system covering macro-economy, market strategy, asset allocation, fund evaluation and portfolio evaluation has been established, and excellent fund products in the market have been excavated by building a three-tier YEATION "MVP" selection system with quantitative analysis and in-depth investigation.

"VALUE" investment is based on grasping the long-term investment opportunities of A-shares and the alternative needs of residents’ financial management. Through multi-assets, multi-strategies and multi-managers, a viable investment-investment portfolio strategy line with clear income and risk characteristics is launched.

Comfortable said, "For a’ good combination’, what we are pursuing is not a unilateral record-breaking performance, but a stable performance benchmark that customers can hold for a long time. Balance customers’ desire to win and fear of losing through fund portfolio, truly improve investors’ lower income limit, and be the initial intention of creating value for customers. "

The company of "Gu" is more important for fund investment. Comfortable introduction, "Anxintou" creates a professional, temperature-sensitive and companion-style consulting service that runs through "before-during-after", and covers customers and potential customers with complete and comprehensive information disclosure, warm and dimensionality-reducing investment knowledge, professional and intimate content services and life-cycle MOT services, so as to enhance information transparency, enhance user trust, enhance user participation and reduce users.

How do "investment" and "gu" form a closed-loop empowerment? The choice of Ping An Securities is based on information, short video, live broadcast and other forms of investment and teaching output. According to reports, at present, "Peace of mind" has been launched, such as "peace of mind concept", "peace of mind big coffee" and "peace of mind in charge of people".

Comfortable said that "peace of mind investment" aims to bring customers an investment experience of "trust peace of mind and worry-free investment", and help customers truly practice the concept of long-term value investment and realize the steady growth of wealth through "care" with temperature, high frequency, easy access and interaction.

The second batch of 20 brokerage fund investment pilots, 60% of which have been exhibited.

Since November 2021, the relevant regulatory documents on fund investment and care have been issued closely, which clearly defined the scope of fund investment and care business, and made detailed specifications on the service performance, customer assets display, risk disclosure and agreement content and format of fund investment and care institutions. As a result, the products of some institutions were temporarily removed for rectification. The non-bank team of CICC believes that the basic formation of the current fund investment system is conducive to the standardized and healthy development of the industry.

With the increasingly clear regulatory framework of fund investment, the development of fund investment business in China has also achieved remarkable results. On the one hand, the exhibition achievements of the first batch of pilot institutions have been released one after another. On the other hand, the second batch of pilot institutions have also entered an accelerated period of exhibition industry.

Among the first batch of fund investment pilot institutions, Huatai Securities, Guolian Securities and Guotai Junan successively exceeded 10 billion yuan in contracted assets at the end of 2021. At the end of the year, the second batch of brokers who obtained the pilot qualification also exhibited intensively, including CITIC Securities, China Merchants Securities, Caitong Securities, orient securities, Guosen Securities, Industrial Securities and Zhongtai Securities.

At the beginning of January, Shanxi, China Everbright and Industrial Securities also opened the curtain of fund investment and exhibition industry. From the buyer’s perspective, Shanxi Securities successively launched a series of combination strategies such as "Hui Guanjia", "Hui Anxin", "Hui Happiness" and "Hui Hengyuan" to meet the diversified and personalized needs of different types of customers.

On January 10th, Everbright Securities passed the on-site inspection and officially obtained the qualification to start investment consulting business in Public Offering of Fund. The company’s fund investment business takes "Golden Sunshine Butler is worthy of your wealth trust" as its service purpose, and plans to launch six fund portfolios in three major scenarios at the initial stage.

On January 24th, the investment service of Industrial Securities Fund was officially launched. The brand was named "confidant", and the investment level emphasized balance and dispersion. At the level of concern, it emphasizes helping investors establish correct cognition and clear investment expectations. Based on this, Industrial Securities introduced the expected management framework of "four sums of money" (including short-term turnover money, steady financial management money, wealth growth money and novice money) in business design.

There are still five major pain points in the China fund investment market.

Up to now, the development of domestic fund investment has achieved staged "transcripts", but there are also many pain points. According to the recently published Blue Book of Fund Investment in China, the primary problems faced by the current investment are that the rate of return brought by investors’ irrational behavior is not up to expectations; second, the "buyer’s investment" is still not popular; third, there is a lack of long-term wealth planning combining with customers’ needs; fourth, there is a lack of passive underlying assets; fifth, there is still a situation of "valuing investment while neglecting investment" in the investment market, focusing on providing pre-investment services, and the function of "consultant" is still shallow.

In addition, from the perspective of investors, although the acceptance of investment has improved, the investment and teaching work still has a long way to go. According to the statistics of the fund industry association, 67% of the Public Offering of Fund investors interviewed said that they needed the asset allocation service provided by the fund or hoped that they would provide investment advice, and 63% of the investors paid more attention to the long-term income after purchasing the fund.

According to the survey and statistics of China-Europe Fortune & Finance Association, 93%/63% of the users of the investment and wealth management platform interviewed know about/have purchased the fund investment strategy, and 95% of the investors agree to hold it for a long time and about 1/5 of the investors have held it for more than one year since the pilot for 21 months, reflecting the initial effect of the current pilot. In addition, regular market interpretation, purchasing consultation and online interactive Q&A are the investment services that investors expect, while more comprehensive strategies, multi-channel synchronization and better services are the demands of investors at present.