Pay attention to the blue word and don't get lost ~ Grasping customer data through direct sales channels and directly carrying out investment, service and fund investment business have always been valued by all public offerings. However, due to the low cost performance of revenue, it is difficult to obtain customers. In the past two years, eight public offering managers have terminated the operation and maintenance services of direct selling apps. However, many insiders said that the direct selling channel is still the strategic direction for the construction of public offering channels. At present, the head office has entered the "operation+"stage, using the existing customer base and investment license to carry out in-depth operations; Small and medium-sized public offerings will make efforts to improve online trading experience, build brand effect and expand fund investment according to their own reality, and develop direct sales channels according to local conditions. Direct selling APP has experienced a resurgence in the past two years. Eight public offerings have terminated the operation of the APP. Recently, a Public Offering of Fund announced that the fund company will go offline from August 26, 2022 to carry out the operation and maintenance of the company's mobile APP. Investors can use the same account information to inquire about their positions and related business operations of account transactions through the company's official website and WeChat service numbers. In addition to the above-mentioned fund companies, eight small and medium-sized companies, including China Shipping Fund, Soochow Fund and changjiang securities Asset Management, have stopped the operation and maintenance services of direct selling apps in the past two years, and the direct selling apps that have been on the shelves since 20 15 have seen a big resurgence. Talking about the situation that various fund managers go offline to directly sell APP one after another, a person from a fund company in Beijing said that on the one hand, the online fund sales platform headed by Ant and Tian Tian has increasingly become the first choice for the people. Compared with the traffic advantages of these third-party internet platforms, product operation and new customers are not the advantages of fund companies, so it is difficult to retain a large number of users; On the other hand, the operation and maintenance of the fund company's direct selling platform includes personnel cost, drainage cost, supervision cost and operation and maintenance cost. If the sales scale is difficult to reach the balance between income and cost, the cost pressure of direct selling operation will be even greater. The head of the e-commerce department of a small and medium-sized fund company also mentioned the problems of cost and difficulty in obtaining customers. The person in charge of the e-commerce department said that from the perspective of actual input and output, the annual operation and maintenance cost of an APP is around 300,000 yuan. In addition to basic IT, data and other inputs, special operators are needed to maintain the daily operation of the APP, including the production of marketing materials and the operation of online activities. "For small and medium-sized public offerings, the biggest problem with direct selling apps is not investment, but how to get customers." The person in charge of the above-mentioned e-commerce department said that the three-party agency channel is now convenient to purchase and there will be many operational activities. The choice of categories is extremely rich, and you can get affordable and very rich user companionship, while the investment in direct selling apps is dwarfed. Generally speaking, direct selling channels in Public Offering of Fund include direct selling APP, official website, WeChat official account and offline counter. At present, some Public Offering of Fund companies have invested tens of millions to expand their official website and optimize their investment and trading experience; Most public offerings have developed and operated direct selling apps with low discounts; Due to the low cost, most fund companies have launched the official account function of WeChat. At present, the main contents are brand promotion and investor education. After some public offerings removed the direct selling APP, we paid more attention to the direct selling channel of WeChat official account. A person from Public Offering of Fund said that he publicly sold offline apps only because of their natural technical disadvantages. For example, compared with the official WeChat account channel, APP requires users to download and install, which takes up the memory of the mobile phone and affects the speed of the mobile phone. Almost all mobile phones will install WeChat by default, which will not increase the burden on customers. After the APP was taken off the shelves, the company focused on creating service numbers on WeChat to provide customers with a good trading experience, and still attached great importance to the development of direct sales channels. "We will continue to improve WeChat transactions and make WeChat transactions a channel for users to provide quality services. In addition, the company's online trading system has not lost points in previous cyber security attack and defense drills, which has effectively guarded the transaction security of direct selling customers. " The Public Offering of Fund person said. Attach importance to the strategic direction of direct sales channels. Although some public offerings have removed the direct selling app, many insiders still said that the direct selling channel still has important strategic significance for Public Offering of Fund, but the progress of direct selling layout of various public offerings is different: the head office continues to overweight and begins to enter the "operation+"stage, using the existing customer base and investment license to carry out in-depth operations; However, small and medium-sized companies may have a choice. At present, they will mainly make efforts in improving online trading experience, creating brand effect and expanding fund investment. The above-mentioned Beijing fund company said that large public offering institutions and fund companies with product characteristics are more likely to obtain direct customers. Compared with these companies, the direct sales channels of small and medium-sized fund companies are facing challenges in terms of flow, brand, products and investment. According to the observation of fund companies, from the development stage of large domestic fund companies, the self-owned platform has completed the construction of the "mobile Internet" era and is now entering the "operation+"strategic stage: First, recognize and identify platform customers in a multi-dimensional and all-round way; The second is to transform from asset management to wealth management, solve the problem of single category of direct selling platform by using fund investment, and increase pre-sales, in-sales and after-sales services. In the eyes of public offering institutions, direct selling channels have important strategic significance for fund companies' public offering. At present, large companies use their existing customer base and investment license to carry out in-depth operations; Small and medium-sized fund companies with brand characteristics have also established a deep trust relationship between direct sales channels and customers by virtue of brand effect. The person in charge of the e-commerce department of the above-mentioned small and medium-sized fund companies also said that from the current point of view, the layout of direct sales channels in Public Offering of Fund is more polarized: large companies still pay more attention to the layout of direct sales, because they can better obtain customer information, and some head companies continue to increase their investment in this piece; Some small and medium-sized companies have poor direct sales layout, and may encounter some setbacks, and some will quit some direct sales channels with low cost performance. However, the person in charge of the e-commerce department believes that the public offering direct sales channel is still the future direction, especially the basic customer data required for fund investment needs to be gradually accumulated in the direct sales channel. Fund investment is the general trend in the future, but it is very difficult to achieve "thousands of people". I believe that the follow-up fund investment will become a "thousand people and thousands of faces" service. Whether it is intelligent or artificial, there is still a long way to go. The above-mentioned Public Offering of Fund people also said that although some small and medium-sized public offerings have been removed from the APP, it is still the general trend for public offerings to increase the layout of direct sales channels. His company continued to increase its investment in direct sales channels, not only improving WeChat transactions in all directions, but also continuing to iteratively upgrade and enhance the online trading service experience. According to the introduction of the public fundraiser, its public fundraiser plans to build an enterprise-level digital intermediate platform integrating the investment and research data intermediate platform and the marketing data intermediate platform in recent years, so as to open up the business boundaries of the front desk, the middle desk and the back office, improve the application capabilities of customer portrait, customer marketing, risk monitoring and so on, and provide customers with a smarter and more convenient user experience. At the same time, the company is also actively preparing to carry out fund investment business to provide better services to customers. "We always regard direct sales as an important channel, increase investment in the construction of digital intermediate platforms, tap the value of data, and provide intelligent services to customers, which is the development direction that the company adheres to." The public fundraiser said.