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■ When Internet finance strikes, the degree and time of impact on securities companies will be different. For brokers, although mainstream customers will not be diverted at present, Internet finance reminds brokers to pay attention to the long tail market, and at the same time, accelerate the service level for high-end core customers and broaden the moat.
■ With the advancement of Internet finance, brokerage business bears the brunt. For brokers, brokerage business is still an important source of income for brokers, and it is also the basis of asset management business and innovative business. At present, the turnover rate and market value rise are facing bottlenecks, and online account opening is about to be implemented. Internet companies only need the consent of the regulatory authorities to carry out brokerage business. At that time, the competition of pure channel business was more intense, and the commission was under downward pressure.
■ Under the background of Internet finance, the development of securities firms will be a process of positioning differentiation. In this process, brokers will be further differentiated according to their own endowments, and the strong will remain strong, and the innovator's counterattack conforms to evolutionary logic. Securities companies should calmly and rationally explore their innovative strategies in the era of internet finance through the form and surface of successful internet enterprises.
□ Meng Qingjiang
With a series of strategic technologies such as mobile Internet, big data and cloud computing moving from trend to mainstream application, the Internet has evolved from a technology to an environment where people live, and information technology has made finance everywhere. In the flat Internet world with unlimited communication, people hope to organize their own financial service scenarios in an open, aggregated, interconnected and intelligent way, so as to obtain their own personalized financial products conveniently and quickly and enjoy all-weather services. In this case, Internet finance came into being.
The fierce battle of internet finance
Internet finance is different from indirect financing of commercial banks and direct financing of capital market, and belongs to the third financial financing mode. In 20 13, the popularity of the concept of internet finance began to rise rapidly. On June 17, Alibaba launched the "Yuebao" product. By February 27th, 20 14, the fund scale of Yu 'ebao had reached 500 billion yuan, and the number of customers exceeded 8 1 10,000, creating a miracle that shocked the financial community.
Subsequently, the emergence of "quasi-balance treasure" opened the curtain of internet finance, and industry, investment, academia and even regulators began to increase their layout in the field of internet finance. P2P peer-to-peer lending, crowdfunding, online microfinance, bitcoin and other emerging Internet finance models emerge one after another, and Internet finance has become the focus of attention in all walks of life. According to the "20 14 China White Paper on the Wealth of the Popular Wealthy Class", 4 1.7% of the respondents participated in internet financial investment, which shows the strong demand of the public for internet financial investment.
With the advent of the era of national financial management, the Internet is becoming a new marketing channel and platform for traditional financial institutions with the advantages of network portal and mobile customers. Both Alibaba and Baidu have a large number of users and can provide a large number of accurate customer groups for financial institutions. The competition between Internet companies and mobile portals has shown the importance of financial marketing channel innovation, which can be seen from the active transaction after Taobao launched the fund online store.
20 13 in the second quarter, the core enterprise market of third-party internet payment in China remained stable. With the deepening of e-commerce in traditional industries, some e-commerce, traditional retail and traditional financial giants cut into the third-party payment market for strategic reasons. The e-commerce of financial product sales will become one of the important driving forces for the development of the future payment market, and the third-party payment entering the traditional financial service field is also becoming the general trend.
With the rapid development of internet finance, the traditional financial industry has strong competitors. On the one hand, it can promote the marketization of interest rates, on the other hand, it can also force the traditional financial industry, especially the banking industry, to improve its service capacity and quality. The Internet wave has made a breakthrough in the field of private finance, and penetrated into the financial field from Internet companies. The key is to reduce the transaction cost of information and capital.
The rapid development of Internet finance is forcing the traditional financial industry to change its service model, and Internet companies have not only gained real money in this change, but also played a warning and educational role in the traditional financial industry. The rapid development of Internet enterprises is inseparable from the support of information technology. From the perspective of the development of information technology, cloud computing has promoted the emergence and development of mobile Internet and Internet of Things, resulting in massive data forming big data. The analysis technology of big data in turn promotes the further development of cloud computing.
Cloud computing and big data are complementary and interdependent. Mobile Internet and Internet of Things are derivative systems of cloud computing access terminals. These information technologies constantly impact and change all industries, the most prominent of which is the prudent and conservative financial industry. If the traditional financial industry wants to fully embrace Internet finance, it must rely on the effective support of information technology.
On the basis of the original desktop Internet, the mobile Internet has further broken the time and space restrictions on users, which not only enhances the timeliness of information dissemination, but also allows users to conduct transactions and payment settlement anytime and anywhere, greatly improving the availability of financial transactions and releasing some binding requirements. According to statistics, in 20 13, the transaction scale of the third-party internet payment market in China reached 5,372.98 billion yuan, a year-on-year increase of 46.8%. It is predicted that in the next two years, Internet finance will play a stronger role in promoting third-party Internet payment.
With the development and popularization of the Internet and big data, it is becoming more and more normal for Internet companies to cross the border into the financial industry, and a large number of start-ups have emerged, which has impacted many fields of the traditional financial industry, from payment and settlement to investment and financing services, to traditional financial industries such as currency, securities and funds. The scope of Internet companies' penetration is constantly expanding, and they begin to expand into the core areas of the financial industry.
Internet finance and big data technology
Internet services in the traditional financial industry cannot meet all the needs of customers. 80% of customers put their money in the bank, but only 20% of them enjoy financial services. Many traditional financial management thresholds are low, which limits users' participation opportunities. The stubbornness and arrogance of financial enterprises themselves need the impact of positive and enthusiastic innovative applications. Both Alibaba and Baidu have a huge amount of data, and accept any primary users, giving all users an opportunity to participate, which in turn brings a lot of long tail funds. When the needs of users continue to expand and expand, the advantages of financial big data are precisely the biggest reliance of these companies. Internet finance makes full use of big data to subvert the information asymmetry between banks and enterprises. In fact, all financial products are a combination of various data.
The most important resource owned by Internet finance companies is transaction data. In the credit risk management industry chain, if the bank finally controls the big data resources, it will mean that the bank's tentacles will be further extended and the customer base will move down on a large scale. Platform is the only sustainable monopoly data source in the Internet era, so obtaining data based on online trading platform is a necessary condition for the layout of Internet finance. Whether banks build e-commerce platforms or Internet companies serve trading users, their core is to analyze and predict customers' possible consumption and trading needs through trading platforms, so as to accurately grasp customers' credit needs and other financial needs.
Generally speaking, the transformation of finance by the Internet can be divided into two parts: Internet thought and Internet technology, which are similar to the relationship between world outlook and methodology, and complement and penetrate each other. From the perspective of deep concretization, Internet technology can be divided into: big data, P2P personal organization network and bilateral market. Big data is one of the most important factors.
To promote the opening of finance, big data must first be fully launched. At present, too many systems are isolated, even though many businesses of the bank itself, such as corporate business, private business and card business, are fragmented and it is difficult to form a linkage effect; Moreover, it is not only financial data that determines credit itself, but also data in many other fields, which requires higher openness of data. The Internet is naturally open and transparent, which makes the application of big data possible.
Internet finance has inherent advantages in the use of big data. The Internet can capture the behavior information of individuals or groups needed for credit evaluation within the scope permitted by law and morality, and provide these complicated information to the big data operating system for processing, thus completing the evaluation and analysis of the credit value of individuals or groups.
Risk control of internet finance
The essence of Internet finance is finance, and the core is risk control. The risks of internet finance are also obvious, and how to improve monitoring is still a problem. Although the fast loan mode of online lending platform without meeting, auditing and mortgage greatly improves the efficiency of capital use, it also infinitely magnifies the loan risk. Although Alibaba and others have big data support, its database has not been established for a long time, and its reliability needs to be verified. For other Internet finance that is not supported by big data, information such as operation and integrity required for risk assessment cannot be verified at all.
The risk control of internet finance enterprises can be roughly divided into two modes: one is similar to Alibaba's risk control mode, which establishes a closed system credit rating and risk control model through a large number of e-commerce transactions and payment information data in its own system; The other is that many small and medium-sized Internet finance companies share credit information by contributing data to an intermediate credit reporting agency.
Using e-commerce big data for risk control, Ali Finance's planning for big data can be described as a day's work. Ali has established a relatively complete big data mining system, with a large number of accumulated transaction payment data as the most basic data raw materials, as well as sales data and bank flow provided by sellers themselves as auxiliary data raw materials. After all the information is summarized, the numerical value is input into the network behavior scoring model for credit rating.
In the field of risk control innovation, there are two theoretical viewpoints in the industry. First, good risk control can be achieved through technical means, so that the bad debt rate can be controlled to a certain extent. Traditional financial institutions use manual due diligence and rely on empirical judgment and data research to minimize the bad debt rate, while the solution proposed by Internet finance is to use Internet technology to accommodate more data. From the long-term practice, the risk control methods of traditional financial institutions are actually not ideal. This kind of risk control thinking adopted by internet finance has not been proved by practice, and it is difficult to prove effective in the short term. It is unrealistic to use big data for risk control in the short term. On the one hand, the width and depth of data are not enough, and the technical processing capacity of big data can't keep up.
The credit big data accumulated by small loan websites includes credit lines and default records. The disadvantage of a single enterprise is that the data level is low and the data is regional. Some small loan website platforms improve the credit data by transferring the data from offline to online. These characteristics determine that if you fight alone, you must pay a huge cost. Therefore, the model of contributing data is gradually being recognized.
Nowadays, Internet finance has swept through. On the one hand, the Internet itself has security problems, on the other hand, the financial industry also has specific risk problems. This combination or mutual amplification of risks makes the development of internet finance put forward higher requirements for risk control, and at the same time, it also puts forward higher requirements for product and technological innovation of credit reporting institutions.
The Influence of Internet Finance on Securities Companies
The essence of finance is financing, and the core is the credit system behind it. Due to the existence of information asymmetry and information acquisition cost, its format originally originated from offline and has certain physical boundaries. However, with the emergence of internet technology, the combination of technology and financial formats can greatly reduce the cost of information acquisition while improving the convenience of customers, and the emergence and development of various new financial formats become possible. With the deepening of the exploration of the securities industry in the Internet field, while promoting the transformation of the operating industry, the intersection of related fields will also bring certain changes to the existing industry competition pattern.
Because the thresholds of different businesses of securities companies are different, the corresponding regulatory requirements are also different, so when Internet finance strikes, the degree and time of its impact will be different. Businesses with homogenization, low technology content, low profit rate and the intention of regulators will be affected first, while businesses with high requirements for knowledge, technology, capital and risk control may be affected after the development of Internet finance to a higher level. For brokers, although mainstream customers will not be diverted at present, they are reminded to pay attention to the long tail market, and at the same time, they should speed up the service level for high-end core customers and broaden the moat.
With the advancement of internet finance, brokerage business bears the brunt. At present, the turnover rate and market value rise are facing bottlenecks, and online account opening is about to be implemented. Internet companies only need the consent of the regulatory authorities to carry out brokerage business. At that time, the competition of pure channel business was more intense, and the commission was under downward pressure. Even in recent years, department brokers have made remarkable achievements in adjusting the income structure, but brokerage business is still an important source of income for brokers, and it is also the basis of asset management business and innovative business.
From the reality, brokers have also begun to prepare for Internet finance. Online account opening, online shopping mall and customer asset management based on big data are in full swing. Securities companies have realized online transactions, and with standardized big data, they have the natural quality of integrating into Internet finance in terms of industry characteristics. 2065438+In April 2004, six brokers, including Guotai Junan, successively announced that they had obtained the pilot qualification of Internet securities business, and the industry revolution with account management as the core began.
The exposure draft of the Innovation Conference issued by the Securities Industry Association pointed out that securities institutions will be supported to establish an account system suitable for private equity market, internet finance and other businesses, and the account function will be strengthened. Internet reduces the cost of information tradition and customer conversion, and also accelerates the process of brokerage differentiation. Under the background of internet finance, the development of securities firms will be a process of positioning differentiation. In this process, brokers will be further differentiated according to their own endowments, and the counterattack of the strong and innovators is in line with evolutionary logic.
Securities companies should calmly and rationally explore their innovative strategies in the era of internet finance through the form and surface of successful internet enterprises.
First, we should be professional-oriented, innovate the financial service model, and welcome the arrival of the Internet finance era with an open mind. The focus of Internet finance is still finance, and the Internet is just a tool. The market is worried that Internet companies' involvement in finance will have an impact on traditional institutions, and too much emphasis is placed on the way to achieve it while ignoring more professional fields such as investment and financing, capital intermediary, risk management and structural design.
Second, take customers as the center, establish a perfect service system and adopt flexible and diverse marketing methods. Provide brand-new standardized service products for customers, especially retail customers, and build a customer marketing service system and model based on the Internet. At present, Internet finance has new features such as respecting customer experience, emphasizing interactive marketing and advocating open platform, and its operation mode emphasizes the deep integration of Internet technology and financial core business.
Therefore, from financial internetization to real internet finance, according to the internet concept, brokers should establish a flexible, agile, fast and efficient flat organization to capture the business opportunities of new Internet service scenarios. In the design and delivery of products, services and systems, a strong service and marketing team should be established to raise the customer experience to an unprecedented height; Establish a complete online customer service system and a customer-oriented value system, and set up a special customer service team to provide 24-hour uninterrupted telephone and online services to meet customer needs.
The Construction of Securities Company System under the Impact of Internet Finance
In the transformation stage of Internet finance business layout, securities companies need to build the embryonic form of Internet finance from three aspects: products, accounts and services, so as to lay a good foundation for the long-term development of Internet finance business. The specific system construction includes building a product center to realize the unified management of product information and the whole life cycle; Building a consumption payment management system and opening up internal and external channels for deposits; Establish a customer information management system to realize the hierarchical management of customers; We will build WeChat platform and QQ platform to realize the diversification and personalization of the service methods of securities companies.
1. product research and development center
Product R&D Center is a company-level and open product information management system, which can provide product life cycle management, product model definition, supplier management, channel management, product configuration, evaluation, audit and risk compliance. Through the product research and development center, we can realize the management of product suppliers, the whole life cycle management of products and the flexible configuration and combination of products.
2. Customer information management system
Customer information management system is positioned as a company-level customer information system, which forms a single customer view through integration and obtains comprehensive customer information including basic information, account information, limit information, risk control and relationship information. Integrating with various application systems, accepting access and updating, and displaying complete, consistent and authoritative customer information can solve the problems of repeated collection of customer information, poor enjoyment, low utilization rate and high operational risk. At the same time, the system collects, sorts out and analyzes customer information, and finds the relationship between customers, thus improving the marketing service level. By building a customer information management system, securities companies can achieve the goal of "unified customers, unified accounts, unified assets, unified services and unified marketing" and meet the business needs of integrated financial services.
3. Network marketing service system
Network marketing service is a new demand based on the progress and innovation of science and technology and the change and development of social model. Through the integration of the service concept of securities companies and the internet service model, the information management model with full consideration of internal control and outreach is opened to meet the stable, safe and fast work requirements of enterprise customer service, and provide a complete solution for enterprises to truly realize efficient customer service and effective customer relationship management.
4. Establish a unified access system for process platform and transaction function.
At present, the data interconnection between various systems can be carried out through the data center, but the business function interconnection that needs real-time processing is mostly point-to-point, which has the problems that the background business system is difficult to change and has insufficient performance after being exposed to the foreground. Establish a cross-system process platform and a unified access platform for trading functions to improve the standardization and unity of data interaction.
5. Future system construction planning
After realizing the system construction in the stage of layout transformation, the internet finance business of securities companies has begun to take shape. In the stage of entry and expansion, we can continue to build one-stop accounts and domestic loan business management platforms to realize one-stop embodiment of customer accounts, products and services, and credit reporting and credit business handling; In the mature integration and consolidation stage of the development of Internet finance business, supplemented by the construction of relevant systems, securities companies can meet the needs of the registration and management of valuable assets under the Internet finance format, constantly improve the information system construction of securities companies in the Internet finance era, promote the cross-border operation of securities companies from the traditional financial field to the Internet finance field, and carry forward the intermediary function of securities companies in the Internet finance era.
Securities companies should promote innovation under internet finance.
Potential entrants in the financial industry usually rely on the innovation and progress of information technology such as the Internet, starting from the weak links of the financial industry, breaking the original market structure through destructive products or destructive business models, and after constantly upgrading products and services, they are likely to climb to the top of the financial industry chain in the future.
At this stage, the internet practice of securities firms has entered the actual operation: First, opening an account online. A number of brokers launched mobile phone accounts. Second, the financial mall landed. Third, customer service is more practical. Based on the integration of big data, brokers can realize customer identification and product promotion, and can not only make financial planning through software. There is also combination promotion, and even guide customers to make fixed salary cards. Technology is just a coat, and the core of Internet finance is service, which provides better services to meet customer needs and meets customer needs more conveniently.
In view of the extensive application and rapid development of Internet finance in the domestic securities field, it is suggested that securities companies seize the opportunity and actively promote the development and innovation of Internet finance. Specific measures are as follows:
1. Construction of Internet financial platform
The construction of Internet financial platform is very important for the company's subsequent development. In the process of building a platform, three factors are mainly considered. First of all, we must accurately grasp the user's needs through analysis; Secondly, consider the ultimate in products, services and user experience, and exceed user expectations; Finally, consider the step-by-step development mode, improve and update products in continuous iteration, and keep pace with the times.
The financial Internet business needs the following technical system support at the initial stage:
(1) e-commerce website. A website that provides services for online customers, including account opening, product sales, online transactions, online services and other functions.
(2) WeChat service platform. Construction of CIC Securities WeChat public platform, construction of the company's information service channels, business processing channels, marketing channels and customer behavior data collection channels on WeChat.
(3) Internet financial account system. At present, the company account system cannot support users to buy financial or service products without opening an asset account. It is necessary to establish a unified account system covering the purchase of stocks, funds, bank financing, insurance, futures and service products. And realize online self-service account opening for customers.
(4) Integrate the docking system. E-commerce website should be connected with multi-financial product sales platform, brokerage work platform, front desk business management system and call center system.
2. Increase marketing efforts.
At present, one of the reasons why brokers are not successful is that brokers do not publicize enough and lack experience in operating online shopping malls. At present, the biggest problem of online financial mall of securities firms is how to attract the original entity users to the Internet and introduce long-term and effective customer visits and sales for the website in the homogenization competition. The main purpose of securities firms moving their business online is to awaken existing customers and increase the stickiness of financial demand of existing financial customers. At the same time, it leaves a deep impression on incremental customers after one use, and quick start and good experience are the main demands of internet brokers.
In the early stage of market expansion, we should pay attention to the expansion of cooperation channels and online advertising, including establishing customer development channels, exchanging service resources with many units, and marketing in Weibo, website alliance, WeChat and other channels to rapidly expand brand awareness and expand customer base.
3. With big data analysis tools.
Internet finance does not simply move traditional financial services online, but makes full use of big data to subvert the information asymmetry between brokers and users. In fact, all financial products are a combination of various data. Based on the behavioral data of customers and Internet users in various channels of the company, the information data of market financing enterprises are collected, supplemented by external data such as financial market information, macro analysis and industry analysis. Based on the basic platform of cloud computing, the company's big data analysis application platform is established to deeply analyze the user's Internet operation behavior data, market trend data and existing or potential investment and financing cooperation enterprise data. Based on big data analysis, try innovative applications of corporate financial products, service models and financing intermediaries. Through the analysis of customer data on the trading platform, the possible consumption and trading needs of customers are predicted, so as to accurately grasp the credit needs and other financial needs of customers.
4. Introduce and train Internet finance talents
For the emerging industry of Internet finance, the requirements for Internet finance talents are quite high. In addition to mastering Internet technology, you also need to have professional and rich operational experience and understand the financial industry. It is required to change the traditional financial person from the aspects of user experience, business model, sales operation model, culture and communication. It is suggested that securities companies can introduce and train financial talents who can adapt to the rhythm of the Internet.