Source: Cailian Association
Cailian (Shenzhen, reporter Huang Jingsi) NewsThe trillion-dollar turnover and the accelerated entry of investors have both promoted the activity of brokerage APP in 2021 to a new level, and reached the annual peak in December.
Specifically, in 2021, there were 5 brokers with an average monthly MAU of more than 5 million, 10 brokers with an MAU of more than 4 million, and as many as 27 brokers above the million level. The average monthly MAU Top10 brokers are Huatai zhangle fortune tong, Guotai junan junhong, ping an securities, Haitong e haitongcai APP, founder securities xiaofang, guangfa securities yi taojin, China merchants securities, citic securities letter e investment, citic jiantou dragonfly finishing touch and galaxy securities.
In terms of per capita startup times and per capita usage time, Anxin Mobile Securities APP performed well, with the per capita startup times leading all the way, and the per capita usage time coming from behind, topping the list in December.
Who is more diligent in the iteration of brokerage APP version? In 2021, the average update iteration of MAU Top 10 brokerage APP was 20 times, of which the most diligent was Galaxy Securities APP, and the version was iterated 29 times during the year. The iterative content of brokerage APP upgrade mainly involves seven aspects: financial management area, intelligent tools, community & information, live & short video, interface UI, quotation plate and integration plate.
With the accelerated innovation and integration of brokerage and streaming media, live broadcast and short video gradually became the trend of brokerage industry in 2021. Benchmarking the Internet financial platform, various brokerage apps have also formed their own unique styles of play in "public domain diversion+private domain precipitation", and holding hands with fund companies to create wealth numbers is one of the new strengths. Analysys predicts that under the background of technology empowerment and increasing investment in science and technology by brokers, the intelligence of APP will become the watershed of brokerage APP in the future.
There are over 20 million monthly brokerage apps.
In 2021, the daily average trillion-dollar turnover in the A-share market gradually became the norm, and the total turnover in the Shanghai and Shenzhen stock markets for the whole year was 257.21 trillion yuan, once again setting a new historical record; At the same time, the enthusiasm of investors in the A-share market is high, with 19,633,600 new investors in the whole year, a record high since 2016.
Driven by both the turnover and the accelerated entry of investors, the monthly number of users (MAU) of securities APP exceeded 140 million in 2021, an increase of 20 million compared with the beginning of the year, and the number of daily launches per capita reached 1097, far ahead of other financial applications. Specifically, in 2021, there were 5 brokers with an average monthly MAU of more than 5 million, 10 brokers with an MAU of more than 4 million, and as many as 22 brokers above the million level.
In the annual average monthly MAU Top10 brokerage APP, Huatai Shengle Fortune APP firmly occupied the first echelon; The other nine brokers are located in the second echelon, and the MAU is above 4 million and evenly matched. Top10 brokers are Huatai Zhangle Fortune Pass APP (8,913,100), Guotai Junan Junhong APP (6,024,800), Ping An Securities APP (5,524,200), Haitong E Haitong Finance APP (5,086,400), Founder Securities Xiaofang APP (5,077,400), GF Securities Easy Gold Rush APP (4,976,500) and China Merchants.
On a ring-on-ring basis, the average monthly MAU of most brokerage apps hit a new high in December. In the same month, Huatai Securities Shengle Fortune Pass APP still dominated, and MAU once again broke through the 10 million mark to 10,118,100, setting a new high in the year. Its first stop at the 10 million mark can be traced back to July 2020.
In December, the second place in the single-month MAU was Guotai Junan Junhong APP (7,084,100), which was the first time that its MAU exceeded 7 million in the year; The brokerage apps ranked 3rd-10th in MAU are Ping An Securities APP (6,584,500), Haitong E Haitong Finance App (5,753,600), Founder Securities Xiaofang App (5,745,000), Guangfa Securities Easy Gold Rush App (5,731,500), CITIC Jiantou Dragonfly Point Gold App (5,710,900) and China Merchants Securities App (5,700.
Compared with the beginning of the year, the MAU Top20 brokerage APP basically achieved a double-digit growth in December, among which the most significant growth was the Industrial Securities Youlibao APP, and the MAU increased from 917,900 at the beginning of the year to 1,310,200, with an increase rate of 42.74%; Compared with the beginning of the year, Ping An Securities (36.49%), Galaxy Securities APP(29.25%), Guotai Junan Junhong APP(28.95%), China Merchants Securities APP(27.95%) and CITIC Securities Trust E-investment APP(25.68%) have also significantly improved.
Essence Securities’ per capita usage time came from behind.
Per capita startup times and per capita usage time are also important indicators reflecting the activity of APP users. In terms of per capita startup times, Anxin Mobile Securities APP is far ahead, reaching 292.81 times in December 2021, a substantial increase of 33.29% compared with the beginning of the year, which is also ranked first in the MAU Top20 brokerage APP.
In December, Ping An Securities APP (140.47 times), Huatai Securities Zhangle Fortune Pass APP(139.17 times), China Merchants Securities APP(122.72 times), Guangfa Securities Easy Gold Rush APP(116.07 times) and Guosen Securities Golden Sun APP(109.99 times) ranked among the top brokerage apps.
In terms of per capita usage time, Anxin Mobile Securities APP came from behind and topped the list in December. The per capita usage time in that month was as long as 19.29 hours, a significant increase of 53.58% compared with the beginning of the year. Among the MAU Top20 brokerage apps, China Merchants Securities APP (17.70 hours), Guosen Securities Golden Sun APP(13.89 hours), Huaxi Securities Huacai Life APP(13.36 hours), Ping An Securities APP(12.15 hours), Huatai Securities Zengle Fortune APP(11.77 hours) and Guotai Junan Junhong App (11.77 hours).
How to quickly improve user stickiness? Essence Securities’ practice is to provide high-quality content as much as possible within a limited time. The person in charge of Essence Securities’ online gold business mentioned that when the basic disk of the product is stable, the improvement of service experience often comes from the differentiated demand under those fine particles.
Based on this, Anxin Mobile Securities APP has added a key scenario dimension on the basis of three dimensions: time, customer and content, combined with customer behavior data and transaction data. "Adding the most suitable service for customers under the original customer usage path and scenario can greatly improve the conversion efficiency, which we call’ scenario service’." The above-mentioned person in charge further said.
Update iteration to focus on seven major power points
According to Analysys statistics, in 2021, the average update iteration of MAU Top 10 brokerage APP was 20 times during the year. Galaxy securities APP won the title of "the most diligent iteration", and the version was iterated 29 times during the year; Huatai Securities Shangle Fortune Pass APP and Guotai Junan Junhong APP followed closely, with 24 iterations each; The iterations of CITIC Securities e-investment APP, Haitong e-Haitong Finance APP and Guangfa Easy Gold Rush APP all exceeded 20 times.
In the first half of 2021, the Top10 brokerage APP made major improvements and optimizations in five aspects: financial management area, intelligent tools, community & information, live & short video and interface UI. Among them, smart tools are still the key direction, and the construction of community and live broadcast is an important innovation to enhance user stickiness.
In the second half of the year, the Top10 brokerage APP was mainly optimized for smart tools, wealth management plate, market plate and financial integration plate. Among them, the apps with large iterative range included Guotai Junan Junhong, China Merchants Securities, Guangfa Easy Gold Rush, Xiaofang and Dragonfly Point Gold, etc.
Continuous optimization of financial service area
Take the wealth management area as an example. At present, the main differences among securities firms in this sector are reflected in the level of fund trading services and intelligence, among which the main difference in intelligence is reflected in the dimension of intelligent base selection. In 2021, Guangfa Easy Gold Rush APP, China Merchants Securities APP, Founder Securities Xiaofang APP and Guotai Junan Junhong APP all made great upgrades to the wealth management sector.
Specifically, Guotai Junan Junhong provides users with personalized financial information from the perspective of information empowering users to make decisions. Starting from improving the user’s operating experience, China Merchants Securities has introduced functions such as financial self-selection footprint and self-selection fluctuation statistics. Guangfa Yitaojin starts from the dimension of enriching financial management topics, optimizes financial products and launches a stable financial management area; Xiaofang started with the user’s financial management process, and launched a quick transfer function and a fund video interpretation function to support fund purchase.
According to the relevant person in charge of GF Securities, the transformation of marketing model and the improvement of experience are the key points of the construction of GF Easy Gold Rush App financial channel in 2021. The newly revised financial channel has changed from the traditional shelf sales model to the scene sales model with heavy operation and heavy content, which is more in line with the customer’s cognitive path.
Anxin Mobile Securities APP focuses on building a "nanny-style financial management service system", which offers 71 self-service financial management scenarios with differentiated pre-investment services and guidance, and 26 transaction events with calendar-based real-time tracking positions. The whole process covers customers who have not reached offline services to complete independent transactions. In 2021, the PV (page views) of its wealth management area is twice that of the previous year, and the online self-flow conversion of new wealth management customers accounts for 60%.
The degree of intelligence will become the watershed of brokerage APP.
Analysys predicts that under the background of technology empowerment and increasing investment in science and technology by brokers, the intelligence of APP will become the watershed of brokerage APP in the future. In 2021, the update iteration of brokerage APP in intelligent tools involves intelligent marking, intelligent stock selection, intelligent customer service and intelligent investment, so as to create an intelligent interactive experience covering the whole investment process.
In terms of intelligent transactions, Anxin Mobile Securities APP further expanded the breadth and depth of conditional ordering services in 2021. The breadth is reflected in the types of single support under rich conditions; The depth is reflected in the usage scenario that the product design sinks to the specific condition list.
GF Securities Easy Gold Rush APP has also built a rich and comprehensive intelligent data tool and intelligent trading tool system, and launched 38 intelligent data tools in four modules: technical analysis, value investment, event-driven and market game, and launched 11 types of intelligent condition sheets, which more effectively promoted the active trading of customers.
It is worth noting that in 2021, NPS (net recommended value) has been regarded by some brokers as one of the powerful technical tools to build an intelligent and socialized smart community and promote intelligent investment services.
At present, including Guotai Junan, Huatai Securities, Ping An Securities and Guohai Securities have enabled NPS as an important evaluation index. Guotai Junan established an interactive NPS experience index evaluation system in the latest new edition of Guotai Junan Junhong. Huatai Securities incorporated NPS into the investment service evaluation system in the Zhangle Fortune Pass APP; Ping An Securities, through two sets of horizontal and vertical NPS systems, focuses on major scenarios such as account opening, wealth management, information, market, trading, investment consulting, sales outlets, APP, etc. Guohai Securities focuses on the construction of wealth management system by tapping and meeting customer needs through NPS.
Short video & live broadcast is becoming a trend.
In 2021, brokers and streaming media will accelerate innovation and integration, which will set off a wave of live broadcast and short video in the securities industry. At present, the brokerage self-operated APP has formed a streaming media creation form with live video, video recording and broadcasting, text and FM live broadcast as the matrix, and has become an important channel for the investment and care business to reach users.
Adhering to originality is a major principle of Guotai Junan Junhong APP video production, and building the vertical screen immersive live broadcast service capability is its focus in 2021-building five distinctive advantages with immersive experience, real-time interaction, tag matching, accurate recommendation and creative ecology to achieve more natural and effective access to investment and wealth management services.
In 2021, Guangfa Easy Gold Rush App further increased its activity operation and content operation, and conducted more than 600 live broadcasts of investment content throughout the year. Guangfa Easy Gold Rush App adheres to the principle that short video and live broadcast production must be strongly related to the actual operational needs. When planning content, it will focus on specific business data layer by layer, and at the same time use various technical means to improve the "readability" of the content. "The second rewriting and dimensionality reduction of professional content will always be the key factor to improve the efficiency of content access." The relevant person in charge of GF Securities introduced.
With the gradual growth of "Generation Z", Guangfa Easy Gold Rush App is also actively exploring new online media such as animation, long pictures, listening to books, and has initially established a content number matrix in the fields where new ecology has gathered, such as Aauto Quicker, Tik Tok, Himalaya and Zhihu.
Short video and live broadcast modules are also new growth points of online traffic of Anxin Mobile Securities APP. In 2021, the number of viewing users increased by 6 times year-on-year. Its key contents include "Hot Spots Early Know", "Analysts Face to Face", "Fund Investment Theory" and "Fixed Investment Action School" and other special video columns to link business and product service links and promote the precipitation and transformation of private domain traffic.
"Public domain diversion+private domain precipitation" opens up new ideas
"Public domain diversion+private domain precipitation" is a new idea of Internet platform marketing in recent years, and it is also an effective response method after Internet traffic enters the new normal of stock competition. Benchmarking the Internet financial platform and holding hands with fund companies to build a wealth number have also become a new starting point for brokerage APP to actively explore the ecological model of open cooperation.
At the beginning of 2022, CITIC Securities launched Fortune, which was quickly responded by more than 10 fund companies, aiming at establishing an ecological link between fund companies, brokers, buyers and sellers, online and offline traffic of brokers, on-site and off-site products and customers, and combining the contents of Fortune with other investment research and market information through multi-channel distribution of "online+offline+intelligent".
Prior to this, Guotai Junan Junhong APP also launched the Junhong number. The relevant person in charge of Guotai Junan introduced that since the pilot construction of Junhong in 2020, 23 fund companies including Huaxia, Fuguo and Yifangda have been invited to settle in. In 2021, Junhong’s self-operated platform was officially launched, which opened up the functions of Junhong’s content creation and editing, scene page visual editing, product information inquiry, product information modification, scene exposure, accurate recommendation based on KYP and KYC to fund companies.
Ping An Securities is also testing the water fortune. At present, more than 10 fund companies have settled in. In addition to presenting relevant investment information, Ping An Securities Fortune has also set up a "teaching gas station" teaching area, covering a variety of teaching contents such as "taking you to know the base", "index studio" and "fixed investment guide".
Guangfa Easy Gold Rush App has found another way to explore the Guangfa model of "public domain diversion+private domain precipitation". As early as 2015, Guangfa Easy Gold Rush App vigorously promoted the O2O online and offline integrated operation service model, launched the functions of "answering questions" and "visiting online stores", and used offline resources to serve online customers, initially establishing the prototype of the public domain to private domain operation model.
In 2021, Guangfa Easy Gold Rush App launched a "second answer" applet for external services based on the "Q&A" function, which was laid out in Internet channels such as WeChat Eco, Baidu Eco, Tik Tok Eco, Snowball, etc., and used financial information, teaching videos and online services to attract traffic from the whole network, accumulated public domain traffic fans, and operated through a combination of employee enterprise WeChat, employee electronic business cards and community operation, exploring ways to learn from it.