Rebirth: Stockbroker, I have market data

Chapter 396: Price War

Nowadays, in Shanghai, brokerage stock trading commissions are generally two thousandths, which is already the default industry norm.

The requirements of the regulatory authorities only set an upper limit, which cannot exceed three thousandths. As for the lower limit, there is no requirement.

In order to compete for customers, price wars have become a common phenomenon, and this competitive strategy has also entered the securities industry.

Low commissions mean that customers can save some money every year in stock trading. If the transaction volume is too large, the money saved is still considerable.

Take Wang Guoqiang as an example. His frequent transactions have caused the monthly transaction volume of his assets to reach ten times. Calculated based on his assets of 3000 million, it is 3 million in one month and 36 billion in one year. Based on thousandths of Calculated by two commission fees, 720 million will be paid to the securities company in one year!

If the commission is reduced to one and a half thousandths, 180 million can be saved in a year, which is of course considerable!

Needless to say, Wang Guoqiang is definitely a high-quality customer for securities companies. For high-quality customers, securities companies will still provide certain preferential policies and proactively reduce commission rates. This also shows the sincerity of securities companies and attracts high-quality customers.

Of course, from the perspective of high-quality customers, it seems that it doesn't matter if the commission is lowered. The most important thing is to make money. [-]% per thousand doesn't seem to be much, but few people pay careful attention to it. This includes Wang Guoqiang. At the beginning, Xiao Jin told him that he could reduce his commission, but Wang Guoqiang refused without a care, saying that he was not short of money.

However, this kind of customer is the sweet potato in the eyes of the account managers of other brokerage firms, and has become the target of their marketing. The first marketing method is to use the low commission rate as the reason. If the customer challenges them, they will immediately help the customer calculate it. In a moment, you can save 180 million yuan a year. What else do you think?

Come on, choose our broker, you can save so much in one year, this has become the marketing method of all brokers, simple and direct!

This is just an example. Of course Wang Guoqiang will not leave Xiao Jin just to save so much commission. He can get a lot of trading information from Xiao Jin. This trading information returns to the essence of stock trading.

The purpose of stock trading is to make money. If you make one percent, what is it compared to the two thousandths of the handling fee?Besides, the transaction information Wang Guoqiang obtained from Xiao Jin not only allowed him to earn [-]%? !

However, not all customers are Wang Guoqiang, and not all account managers of securities firms have Xiao Jin’s ability!

Therefore, in today's securities market brokerage business, the trend of attracting customers with low commissions has gradually formed. The tasks of securities companies will increase every year. This is normal, but the annual growth rate of stock trading customers is basically the same. For their own sake, If the performance can be increased, attracting mature customers to transfer accounts has become the most effective way, so low-price competition and price wars have become the first choice of many securities practitioners.

It came out that Shanghai Securities began to snatch customers with low commissions. The account managers of Evergrande Securities often ran the market, so of course they would get Xiao Xiao. Wei Gaofeng, Tian Tian and Zhu Jianqiang all knew this.

In particular, account managers who already have a certain amount of customer reserves are very sensitive to this issue.

They want to protect their customers from being snatched away by other brokers. On the other hand, they must actively contact customers and ask the company for instructions to see if they can proactively reduce commissions for their customers. Otherwise, even if they make less money , it’s better than losing customers!

The securities brokerage business market has begun a round of price wars, especially the increase in the number of new sales departments. Because of the assessment of the company headquarters and the assessment pressure of the account managers themselves, they go to the market to snatch such customers. Then, the first thing to bear the brunt is the price war. .

The main marketing channel for account managers of securities companies is banks. Banks are the mother of finance. Here you can meet all kinds of customers. Customers have various needs, and investment needs are one of them. Stock investment has a certain demand in China. The important status is, first of all, legality, and secondly, the benefits within the rules.

Of course, investing is risky is also the mantra of securities companies. This is for the regulatory requirements on the one hand, and also to clear away responsibilities on the other hand. The income from transaction commissions can be said to be a steady profit. Of course, if you want to To make more money, you need more customers.

Based on this, securities companies choose to cooperate with banks and choose to invest in stocks and other trading products by marketing customers with investment needs in banks. Then more transaction news will come out in banks.

The Shanghai Securities that Zhu Jianqiang is talking about is a local securities firm in Shanghai. They are facing pressure from the top securities firms across the country to compete for Shanghai's high-quality financial market, and their market share has been squeezed. In order to consolidate or say, In order not to lose the existing advantages, it is necessary to expand. Last year, Shanghai Securities established six business departments in one go.

These sales departments are all light-type C. In a prosperous area and high-quality financial business district, they can just find a business network with an area of ​​more than [-] square meters and start business. In order to attract customers, they first started a price war, and other securities firms soon followed. After getting the news, in order to maintain their market share, they followed up one after another. The era of low commissions is coming.

Competition with low commissions is a double-edged sword. While acquiring customers, their own customers also get news of the other party’s low commissions, and come to the company one after another to ask for lower commissions. In order to protect these customers from being lost, securities companies can only Commissions are reduced for these customers.

The large-scale implementation of low commissions will inevitably lead to a reduction in the brokerage business income of securities companies. Until one day, the first securities firm to obtain the benefits of low commissions reaches the target demand in its mind, then another securities firm will continue to jump in and continue to reduce Commission, low commission price war has begun the second round, this is an inevitable trend.

During this trend, the profits of securities companies have been compressed, and similarly, the income of the account managers of securities companies will inevitably be affected.

For Zhu Jianqiang, it is difficult for his existing client assets to grow upwards. However, if the commission rates remain unchanged, with the development of the securities market, his income will be relatively stable and upward.

However, with the onset of low commissions and price wars, the comfort of the past began to disappear, and the calls received from customers every day included a lot more content about adjusting commissions.

In the past, almost every 1 million yuan of customer stock assets would bring about [-] yuan in commission income to the account manager. With the commission reduction, from [-]/[-] to [-]/[-], then on a certain day , your commission income will be reduced by a quarter!

Everyone’s wallets are starting to get harder and harder!

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