The general view of investors is that the so-called high-quality customer service can preserve and increase the value of customers' funds. But in practice, can we make all our customers do this? Quality service? The goal? The answer is obviously: no, then, is quality service completely equivalent to customer profit? What kind of customer groups does our market need? How can we cultivate and develop our customer base?
High-quality and efficient consulting service? Customer profit
First of all, in general, futures trading is a? Zero sum game? Some people make money, some people definitely lose money, plus the necessary cost to maintain the operation of the whole market, the overall loss of futures investors is definitely greater than the profit! Therefore, it is only an ideal to ensure the profitability of customers in the whole market!
But if we put the futures market into an open and dynamic market economy system, the significance will be different. From a macro point of view, the basic economic function of futures trading is to find the price of a commodity, which can correctly reflect the future supply and demand relationship of a commodity, ensure the stable development of socialized mass production, and achieve this goal, the futures market will play a role. From the microscopic point of view, hedgers avoid the risk of spot price fluctuation, and also transfer potential profits to speculators, who may also gain speculative income while bearing the price risk. Both can learn from each other's strengths and win-win. Of course, the premise is that the ratio between the two must be coordinated. Otherwise, the function of the market will not only be ineffective, but will even be distorted and destroyed.
Secondly, the futures market is a highly specialized market. Margin trading and two-way trading increase investment returns and investment risks. If customers want to make long-term profits, in addition to providing high-quality and efficient services by futures brokerage companies, customers themselves must also have mature investment concepts, certain anti-risk ability, skilled operation skills and good mentality! Although high-quality service can't guarantee customers' 100% profit, high-quality service can help customers establish correct investment concepts and make rational investments, minimize the loss of customers' investment and improve their viability. It can help hedging customers effectively avoid the risk of spot price fluctuation and lock in the operating costs and profits of enterprises! Therefore, it is very important for customers to fully and correctly understand the concept of quality service.
Third, although customer profitability is an important condition to ensure the survival and development of futures brokerage companies, futures brokerage companies cannot make all customers profitable, and the company does not have this responsibility. Of course, when serving customers, futures companies should improve their research and development level, enhance their operational capabilities, and do their best to do basic work for customers' profits. But the market is ever-changing, and customers should have a clear understanding of the risks of futures trading. When investing in futures, we should set appropriate income targets according to our own risk tolerance, and we can't blame all the failure on futures brokerage companies.
What kind of customer groups do we need?
Not everyone is suitable to participate in futures trading. So, what kind of customers does the futures market need?
The first category is industry customers with hedging needs, that is, producers, demanders and traders of commodities. This kind of customers are the real trading subjects in the futures market, and it is precisely because of their demand for value preservation that the futures market came into being; If the market is separated from such customers, the market will become a castle in the air! This kind of customer is the customer group that futures brokerage companies should focus on. The development and introduction of these customers will help to overcome the shortcomings of most futures brokerage companies, such as low service level, single customer structure and poor anti-risk ability, and improve the company's market competitiveness.
The second category is professional investment institutions, namely futures investment funds, futures management accounts and professional investment companies. This kind of customers is another important group in the futures market. Such customers have strong financial strength, strong risk resistance, mature investment concept, relatively high management level and rich investment experience. After China's relevant policies are liberalized, such customers will develop rapidly and will replace the vast number of retail investors as the backbone of futures speculation. Futures brokerage companies should maintain good public relations with such customers, increase development efforts, and make them their own big customers.
The third category is some middle-class customers. With the sustained and rapid economic growth in China, the middle class in China is also growing. This kind of potential customer group has stable income, certain financial strength and good education. The increase in income has led to their growing demand for financial management. At the same time, it has certain anti-risk ability and can correctly understand and recognize futures investment. Therefore, futures brokerage companies should take precautions, collect and analyze more information about their income, investment demand, industry distribution, personality and hobbies, increase marketing efforts, expand the influence of futures investment, and strive to do this.
How to cultivate and develop high-quality customer groups
For hedging customers, from the perspective of hedging, combined with the characteristics that such customers are very familiar with their own industries and have high service requirements, we should use the advantages of futures specialty to design a hedging plan that conforms to the actual situation of enterprises, and help enterprises avoid risks and lock in costs or operating profits from the overall height of enterprise management.
From the perspective of investment and financial management, we can try our best to improve the relationship between the public and private sectors, improve the research level, design investment schemes that match risks, and adopt various trading methods such as portfolio investment, speculation and arbitrage to help them obtain stable and long-term investment returns and reduce investment risks.
For the development and cultivation of middle-class customer groups, we should collect more information and do propaganda work in enterprises with good benefits and high-end communities, but don't exaggerate; It is necessary to make use of the word-of-mouth of some investors to carry out development from point to area; In the actual transaction process, help them invest rationally, don't blindly pursue high returns, try to avoid heavy losses, and get relatively stable returns under the condition of limited risks.
From the way of development, we should combine the actual situation of futures brokerage companies, make comprehensive use of shareholders' background, geographical advantages, local industrial layout, and the marketing networks of financial intermediaries such as banks, securities and insurance, and carry out development in multiple ways.
Looking at the excellent futures brokerage companies at home and abroad, they have at least the following two characteristics: first, they have the ability to provide customers with high-quality and efficient consulting services; Second, they have a mature and excellent high-end customer base. Therefore, only by cultivating and competing for high-end futures customers with high-quality services and constantly optimizing their own customer structure can futures brokerage companies win the initiative in the fierce market competition.
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