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Haitong Securities in interview to Sina Finance: O2O strategy implementation

Chen Chunqian, assistant to the General Manager of Haitong Securities, is interviewed exclusively by Sina Finance

Chen Chunqian is currently assistant to the General Manager of Haitong Securities, with nearly 20 years of experience in securities investment and international and brokerage business. Chen Chunqian is interviewed exclusively by Sina Finance on how a broker can improve customers’ satisfaction and how to conduct O2O’s strategic layout.

Haitong Securities continues to promote the O2O strategic layout, with its online integrated services APP "e-HaitongCai", ranking in the top three of its industry in terms of active users per month. Despite being steadily in the “10 million users” club during 2016, Haitong values user’s activity. Whether it is technological innovation or service efficiency, the Internet financial platform is only a basis for a service. Activity is the core reflection of customer satisfaction. In 2017, Haitong Securities will continue to increase investment and reinforce the O2O strategy. Our slogan is “e-HaitongCai, Making Your Investment Easier!”

Sina Finance: In this Internet era, what has Haitong Securities done to improve customers’ satisfaction? What difficulties encountered?

Chen Chunqian: Paying attention to well-succeeded APPs has been the key of keeping up with the rapid development of the Internet finance during the past three years. In the beginning, most brokers were thinking on how to cooperate with existing third-party platforms but later on they began to think about developing their own APP.

Now our team is focused on our own APP "e-HaitongCai" while paying close attention to other companies on the internet to make the necessary technological adjustments.

The industry is under great pressure, an APP has no real technical barriers and the main differentiator is in the optimization of customer experience and the system construction of service content. The two need to be integrated and services need to match the technology. For example, when you offer too many services, the User Interface will be jeopardized and more importantly affecting the user’s experience within the APP. The APP also needs to match the services offered with the customer's profile. Some investors do not need to look at so much information and content. They only need the trade services and so we should supply targeted information. Some investors do not want to look at in-depth study research reports, instead prefer to read the comments on the stock market. Thus, we need to remove unwanted remarks or information, and then make a secondary processing by professionals to guarantee the information’s accuracy. The current regulators are very concerned about the adequacy of customers who use these services and want to strengthen the risk control. Many brokers have already started to strengthened their risk control over the last year and are now paying more attention to compliance, enhancing appropriate customer suitability requirements’ management, while their starting point being the customer’s needs.

Sina Finance: Haitong Securities’ APP “e-HaitongCai" was widely praised, can you share some of the operating data with us? What goal does Haitong hope to achieve through the mobile platform?

Chen Chunqian: Currently our monthly volume is stable in the top three ranking of its category, having more than 10 million downloads and 99% of the customer accounts are done through a mobile terminal. For 2017, we hope our APP can be up to a higher level by improving the registered activity. Firstly, the market trends may condition the usage of the APP. Secondly, we want to promote the offline sales network. This year, Haitong Securities will be work on improving the services’ platform in both online and offline, combining its advantages.

Sina Finance: You have mentioned that in the process of developing Internet’s financial business, you will build a global market asset management platform through O2O strategy. Can you explain more clearly Haitong’s O2O strategy?

Chen Chunqian: The offline "O", in addition to the physical branches, are important channels for offering the services. These channels are critical to the service experience of our platform. If we cannot persuade professional institutions offline, they won’t persuade customers directly. Adding to the original brokerage business outlets, these offline channels of cooperation with other professional institutions should also be a part of the experience.

Sina Finance: In 2013 Haitong Securities approved the establishment of more than 90 branches across the country and is also regarded as an industry pioneer online. As you just launched the O2O strategy, how will Haitong Securities balance the offline/online relationship?

Chen Chunqian: We began the operations on the APP only three years after the development of the system by our IT. Today, 99% of customers opened accounts through mobile terminals. In 2015, the highest number of opening accounts was 100,000 per day.

For the APP account customer’s experience, Haitong Securities requires the full participation of its business departments, including its general managers. They have to make recommendations on the account opening system and we have to assess them. Only in this way can we make adapt our products.

In terms of Offline strategy, we will further strengthen the branches coverage, because the service can not only rely on the online system, we also have to provide local, personalized, professional and technical services. We should bring out the advantages of Offline strategy and synergize with the Online strategy, forming a strong complementary relationship.

We have added a batch of more than 90 branches, and from the operation point of view it was very successful. These new branches, serving a large number of new customers, achieved good operating performance results, with a commission fee under 0.03%.

Our goal with the Offline strategy is to improve customer contact and service depth, and further cover the blank area with customer demand in the market. We have to establish more branches covering the whole country, especially well developed areas, maintaining branch coverage advantages.  For instance, in Jinhua city, Zhejiang province, there will likely be 5 new branches established, since customers there have financial needs. We will set up the branches to meet customer needs, not only paying attention to retail customers, but also institutional and HNW customers.  

Sina Finance: Brokerage service is entering a diversified business structure, the proportion of bond investment and asset management is increasing, while the proportion of brokerage business income is gradually narrowing. As the brokerage business profit margin is declining, proportion is decreasing, occurring rate of issues is increasing, how will Haitong Securities react to this situation?

Chen Chunqian: The traditional brokerage business refers to the traditional stock trading, after the securities margin trading was introduced in 2010, it became one of the main brokerage business lines. After the Shanghai-Hong Kong Stock Connect Program, Shenzhen-Hong Kong Stock Connect Program, stock index futures, derivatives transactions, and cross-border transactions, the brokerage business has been diversified. A few years ago, we got the custody license, and then the services offered weren’t just stock trading products, but also included asset custody, asset transaction and asset allocation, as a result, the scope of the brokerage business was extended. In terms of the business model, we have transformed from a business-oriented sector to a customer-oriented sector, adapting the changes in the market and changes in customer needs.

Now, the integration of asset management, investment banking and brokerage business has been strengthened. We are more emphasized on cross-selling with other sectors to enhance the overall profitability.

Last year, we carried out some reforms in our branches, using them as platforms to sell asset management products, bank outsourcing business, bonds, and cross-border services, going far beyond the traditional brokerage business.

Sina Finance: Haitong Securities made a five-year IT strategy planning, which is very important in terms of the layout of artificial intelligence. Can you share with us what are Haitong Securities’ plans in this area?

Chen Chunqian: our 5-year plan has a layout of artificial intelligence, but artificial intelligence can´t replace human’s, nor even become the only answer. In recent years, we have expanded customer service centers, increased customer service personnel, established customer service training system. Now, we have more than 300 customer service teams, and we are the first securities firms to achieve a 24/7 customer service.

Sina Finance: How will Securities companies survive in the future?

Chen Chunqian: The essential of brokerage business is the service. It can´t be too ambitious. Our goal is not to make money ourselves, but to make customers invest in a simpler way.

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新浪财经许旻

陈春钱,现任海通证券[股评]总经理助理,拥有近20年的证券投资、国际业务及经纪业务工作经验,深谙经纪业务布局之道。陈春钱接受新浪财经独家专访,就券商如何提升客户满意度、如何进行O2O战略布局分享其见解。

海通证券[股评]持续推进O2O战略布局,其线上综合服务APP“e海通财”月活量稳居行业前三,超过99%的开户通过手机端完成。陈春钱透露,尽管2016年“e海通财”稳步跨入千万用户俱乐部,但相比装机量,我们更加关注用户活跃度。不管技术创新还是服务效率提升,互联网金融平台的基础仍是服务,活跃度是一个能够真实反映客户对我们的服务满意度的指标,2017年海通证券仍会加大投入,持续在互联网O2O方面发力。

海通证券拉票宣言:e海通财,让投资变得更轻松

新浪财经:互联网时代下,海通证券做过哪些重要的工作以提升客户满意度?遇到了什么难点?

陈春钱:互联网金融快速发展的这三年,最终关键看大家手上有没有好的APP。最初券商一提到互联网发展,就是在讲与平台合作,进行流量导入,入口都在第三方平台,但是后期都开始研发自己的APP了。

公司对互联网平台的关注度很高,现在一个人做的事是以前的好几倍。我们团队现在就扑在自己的APP“e海通财”上。从公司整体互联网金融架构层面,我们也密切关注各类互联网公司,希望从资本层面做一些大的资本收购和布局。

这个行业压力很大,APP没有真正技术壁垒,主要差异还是体现在客户体验的深度优化和服务内容体系的构建方面,这两者需要融合,服务内容需要跟技术匹配,比如服务内容太多,技术跟不上或者体验设计跟不上,也会影响客户体验;同时,服务内容还需要与客户的类别匹配,比如有些投资者不需要看这么多资讯和内容,他只需要交易服务,那么我们就做定向资讯,尽量做到精准服务。再比如有些投资者不愿意看艰深的研究报告,而喜欢看大家对股票的看法和点评,我们就需要把市场上偏激的或者是虚假的信息剔除出去,然后通过专业人员进行二次加工,生产出适合这类投资者喜欢的资讯内容。当前监管也非常关注客户的适当性和风险控制,为此,去年很多券商都提升了风险管控,提升了客户适当性管理要求,因此我们在服务内容体系的构建过程中,会更加注重合规、适当性管理、风险管理,但出发点还是客户需求。

新浪财经:目前海通证券的APP“e海通财”获得广泛好评,可以请您分享下目前运营的一些数据吗?通过移动互联网平台,海通希望实现怎样的目标?

陈春钱:目前我们的月活量稳定在行业前三,拥有超过1000万装机用户,99%的客户开户都是在手机端完成。希望2017年我们的 APP能更上一个台阶,主要目标在于进一步提高活跃度。做到这个要靠什么?第一,市场行情很重要,没有财富效应很难提高客户活跃度;第二,营业部线下网点的推广,增加与客户的接触点,提升服务深度,海通证券今年的重点会关注线下网点和渠道,即线下这个的“O”的配合,我们要把线下网点的优势发挥出来,加强与线上这个“O”的互补和结合。

新浪财经:您曾提到,海通证券在发展互联网金融业务过程中,将以O2O为战略,以安全为基石,以构筑全球市场资产配置的财富管理平台。可以请您具体介绍下海通的O2O战略吗?

陈春钱:我们战略中线下的“O”,除了网点布局,还有对渠道的服务。渠道对我们平台的服务体验也至关重要,设想一下,如果我们都说服不了专业机构,直接说服客户也是不太可能的,而且这些专业机构对客户有影响力。原先券商营业网点是客户线下体验场所,是线下的“O”,但我们认为更多的合作渠道和专业机构也是线下的“O”,这些也应该成为我们服务的体验场所。

新浪财经:您在O2O战略中提到线下渠道的设想,2013年海通证券获批在全国范围内设立90余家分支机构,而在当前转型中,海通又是证券行业互联网化的先行者,那么海通证券是如何来平衡线下与线上的关系?

陈春钱:我们公司的互联网团队,3年前做网站,3年后做app运营。我们现在99%的客户开户都是在手机端完成,2015年市场开户量最高的几天,我们每天开户数可以接近10万。对于APP开户的客户体验,海通证券要求营业部全员参与,包括营业部总经理,都要对开户系统提出建议,我们要对其进行考核。只有这样,产品会有很多吐槽,然后才能进步。

而在线下,我们还会进一步加强线下网点的覆盖,因为服务当地客户光靠线上不行,券商服务是个性化的、专业的、又有技术含量的,要把线下的优势发挥出来,同时,线下网点的改造和转型与线上形成强互补关系,线下与线上充分结合。上一批我们增设了90多家营业网点,从经营角度看是非常成功的,这些新设网点服务了大量新的客户群体,也获得了良好的经营业绩,而且这还是在佣金达到万三以下水平的背景下获得的。我们增设的主要是C型营业部,定位不仅仅只是经纪业务,新设团队跟当地政府等各类平台均有合作,包括运作债券项目、新三板业务等。

在线下网点布局战略上,目标还是去提高与客户的接触和服务的深度,进一步覆盖处于空白的、具有客户需求的市场,因此我们还要新设网点,覆盖全国尤其是经济发达地区,继续保持网点优势。比如我们在浙江省金华市5个县都有可能设点,因为这个地方的客户有资金、有投资兴趣、有融资需求,我门设网点去满足客户需求,不仅仅关注零售客户,也会关注机构客户、高净值客户。

新浪财经:券商正在步入多元化经营格局,债券投行和资管的收入占比在加速增大,而经纪业务收入占比在逐步缩小。在经纪业务利润率下降、占比减少、服务问题多发的情况下,对于海通证券而言,经纪业务今后该如何定位?

陈春钱:以前经纪业务就是指传统的股票交易,2010年推出融资融券之后,类融资业务已经成为经纪业务的另一个主线。之后的沪港通[股评]、深港通、股指期货、衍生产品交易、跨境交易等,经纪业务已经实现多元化。前几年,我们已经拿到托管牌照,那么交易就不仅仅是股票交易,还有资产托管、资产交易、资产配置等,经纪业务的内涵已经很延伸。

组织架构上,我们以前是以业务导向设立部门,现在则是以客户导向设立部门,适应市场的变化和客户需求的变化。比如以前我们经纪业务成立了运营中心和销售交易部,随着业务种类越来越多,客户进一步细分,需求不断差异化,对服务的要求越来越专业,经纪业务条线又分出了更多部门,如零售与网络金融部、证券金融部、企业金融部、财富管理中心、托管部等。举个例子,早期运营中心的服务对是自己的客户,有融资融券职能后又分出来成立了证券金融部,有第三方客户后又将相应职能单独分设出托管部。

我觉得经纪业务在发展,本身概念也在变化,不只是产品销售的概念,对大券商来说,更多的是资产销售、资产负债的匹配,以及客户资产的配置。比如有没有足够多的资产在你手上,你的客户结构怎么样。

现在资管、投行等与经纪业务相互融合比较多,我们更强调交叉销售,靠交叉销售来提升整体盈利。去年我们对分支机构进行了些改革,以营业部为服务平台,以分公司为销售平台。销售平台连接的是经纪业务,但是销售对象包括资管产品、银行委外业务、债券、跨境服务等,远远突破了传统的经纪业务范畴。经纪业务部门不只是做经纪业务,而且也开始承揽和量身定制连接投行产品。

新浪财经:海通证券制了定IT战略五年规划,其中很重要的一点是布局人工智能。可否请您分享下海通证券在这方面的设想?

陈春钱:我们的5年规划里有人工智能的布局,但是人工智能不可能替代真正的人工,更不可能变成唯一的方向。标准化基础服务、信息推送服务等可以用智能系统完成,但更多的专业服务还是需要人工去执行。比如你打电话的时候,问你英语还是中文这样的语言种类,需要什么类型的服务,可以通过机器去完成,但是最后具体问题还是要对接到客服,尤其是专业金融服务需求,更离不开专业团队和人才。今后我们可能会通过系统来完成资产10万以下客户的基础服务。因此这几年,我们也不断扩充客户服务中心,增加客服人员,建立客服培训体系,我们现在有300多人的客服团队,并且在券商中首家实现了7×24小时服务。

新浪财经:您认为未来券商生存之道的核心是什么?

陈春钱:经纪业务的最本质还是服务,我们的服务不能好高骛远,服务核心不是帮别人赚钱,而是让客户的投资更简单,然后客户出现偏差的时候你提醒他,比如频繁交易、过度期望获得内幕消息来交易。客户买了一只股票,需要有人告诉客户这个股票的评级发生了什么变化,这个公司的估值是否偏高,是否有更多的投资品种选择等。