1. company strategy: take "serving the real economy and creating wealth" as the company's core concept, and the development direction has always been customer-centered, paying attention to customer needs and experiences.

2. Customer demand: Small and medium-sized investors and retail investors are the main customer groups of Shang Hui Futures. Compared with large-scale investment institutions, small and medium-sized investors and retail investors have smaller transaction scale, so it is necessary to continuously control transaction costs and lower the transaction threshold.