Marketing mode quietly changes when fund live broadcast is in full swing

category:Finance
 Marketing mode quietly changes when fund live broadcast is in full swing


Different from other live broadcast products, the live broadcast effect of fund managers is not directly related to the sales volume. In the view of fund companies, the biggest significance of live broadcast is that the former mysterious and cold fund managers are close to investors, and show their products and personal investment styles in a more three-dimensional way. But the final investors to buy funds or additional investment, or to see the performance of the product. With more and more fund companies joining in the live marketing force, a fund sales model change is converging into the tide.

Two live shows a day are common

We have recently made an online live broadcast for fund managers, with an average of 1-2 per day, and 4 more in one day. Wang Hui (pseudonym), a public fund company in Shenzhen, told reporters, in the past, we used to take the way of online live broadcast plus offline roadshow for marketing, but affected by the epidemic, now its all online live broadcast, so the frequency is much higher.

Its common to do two games a day. Li Fei, a public offering official in Shanghai, said.

Every time we launch a new product, it will be broadcast live, and the new product basically has one every month. The head of a medium-sized fund company said that his companys live broadcast frequency is not as high as that of his peers. He envied the head companys regular live broadcast of hot interpretation, investment video, and asset allocation, which is their future direction.

The reporter learned that in a fund company, there are generally two departments that will do online live broadcast, one is the marketing department, which is responsible for the channel sales of fund products. Their live broadcast is part for the channel sales manager, part for the channel organizations investors; the other is the brand department, which is responsible for the companys brand image communication. They usually organize live broadcast or Through cooperation with the media, fund managers participate in the live broadcast.

From the perspective of live broadcast effect, fund companies generally measure the number of online viewers, attention and other indicators.

Although there are occasional high light moments, most of the time, the funds live broadcast is mediocre. The first rate of live broadcast is generally average, but the playback rate is OK. Because fund managers are busy during trading hours, the live broadcast of fund companies is usually arranged at 3:30 p.m., which is not a large number of online viewers, Li said

The number of live broadcast is not enough, and secondary communication is needed. We will organize the live content into words, and we will carry out secondary communication in the form of pictures or videos or short videos, which will make the communication more three-dimensional and enrich the materials for communication, Li said

In addition to public funds, many private placements have also changed the traditional offline roadshows to online ones. During the outbreak, all offline roadshows and activities were stopped and changed to online form, but in general, it had little impact on us, said a private equity related person. Compared with the normal situation in the past, the sales volume has decreased by about 10%, which is acceptable. Offline roadshows are usually closed door exchanges, such as with institutional investors, the person added. However, the online audience is wider, so the requirements for compliance will be higher. Our fund managers will mainly talk about the fund investment strategy and market views.

However, some insiders believe that the epidemic is just a catalyst for the popularity of live broadcasting. From the root cause, online live broadcasting is the normal direction of the evolution of the business model of the fund industry.

Luan Tianhao, head of snowballs private equity business, said: through the live broadcast, fund managers and managers can legally and legally establish their own brand, personality recognition and ability labels, while investors can break the information barrier, fully understand the investment strategy and performance attribution of the fund and the fund managers behind it, and finally achieve the matching between the two sides. Based on this, live broadcast is essentially a form of multimedia communication. In some aspects, live broadcast is more three-dimensional and realistic than text.

Will the popularity of online live broadcasting replace the traditional offline mode? In this regard, the industry generally gave a negative answer.

The industry of live broadcasting will definitely grow better and better, Liang Hong, chairman of CIWA asset, said of the live broadcasting industry at the leaders private equity snowball investors conference. But I think that live delivery and traditional e-commerce platforms must coexist. First, live delivery is more suitable for standard products. It is the host and delivery person who take the initiative to take a product and introduce it to you so that you can buy it. However, there are some long tail products, some niche products or personalized products, which are suitable for a small number of groups, so this product may still need to search by itself. Therefore, live broadcasting is more suitable for standard products. Second, live broadcast is more suitable for you to take the initiative to recommend, but you still need to go to various platforms to search and buy what you need. So, I dont think the two are in conflict and coexist. Live broadcasting is a giant with traffic, and it has certain interactivity. This way will be very popular in the future, but it complements traditional e-commerce platforms.

In terms of online and offline channel road performances, the main purpose is to serve channels, so in terms of functionality, I dont think the effect difference is very big, because channels attach great importance to this aspect, said a public fund official. As for whether the high-frequency live broadcast will be retained in the future, it depends on the specific situation. But I dont think online can completely replace offline and face-to-face communication, which cant be completely replaced by online live broadcast.

How much sales can be brought to fund companies through live broadcast seems to be the most concerned. But for fund companies, its hard to quantify the volume of live broadcast. Well see more attention and activity. Wang Hui said, in addition, buying a fund must have the function of buying at the same time of live broadcasting, so that it can be directly converted into sales volume. But at present, the live broadcasting of the fund company is still difficult to achieve, which requires cooperation from other aspects.

Although at present, fund companies generally do not measure the effect of live broadcast by sales volume, and there is no clear figure to prove that the traffic of live broadcast can be converted into sales volume, there is no doubt that live broadcast will bring certain sales volume, which is ultimately attributed to performance. What is the key to getting investors to buy a fund in the end? Li said? Is it the fund managers live broadcasting ability? Obviously not. In the end, it depends on performance. On the premise of good performance, the live broadcast will be a bonus item, so that good products can achieve greater communication. Of course, the live broadcast also tests the comprehensive ability of fund companies and fund managers.

A well-known fund manager said: live broadcasting is like investing. The investment ability is not formed in a day, but depends on every bit of effort every day to gradually improve their own winning rate, and finally can be reflected in the performance. The same is true of live broadcasting. For the live broadcast with a large number of online viewers, investors may pay attention to you, or even invest a small amount of money, but to make customers invest more, it is ultimately up to whether the products you manage can give customers a good investment experience. The same is true for fund marketing. Customers are gradually accumulating.

It is important to drive fund sales through live broadcast, but more importantly, live broadcast has a profound impact on the fund sales model.

Secondly, live broadcasting greatly reduces the marketing cost of fund companies. What we can see intuitively is that at present, the live broadcast saves the fund managers travel time and travel expenses on the way out of the roadshow. If cost savings can be made, it will become a long-term model in the future, an industry source said.

Traditional fund sales are spread through the distribution of graphic materials, but live broadcast can make fund managers of products and management products more three-dimensional display in front of investors. In fact, the traditional roadshow is to let channels or institutions see the fund managers themselves. Through face-to-face communication, they will have their own understanding of the fund managers, Li said. But for individual investors, fund managers have never been able to face thousands of individual investors before, and live broadcast makes this face-to-face reality.

Clients at the C-end will know the fund manager through the lens, and judge whether the investment style of the fund manager matches their risk tolerance. This kind of communication is very three-dimensional, comprehensive, more direct and easy for investors to have a sense of trust. Li Fei said.

Source: China Securities Journal, responsible editor of China Securities Net: Ren Hui, nbj9607