This newspaper (chinatimesnet.CN) reporters Lu Mengxue and Ran Xuedong report from Beijing.
In addition to raising deposit interest rates, returning coupons and giving gifts and other traditional operations to attract savings, banks have also made new moves in financial management this year.
The reporter noted that on the one hand, banks have been making continuous efforts in the sales of large-amount certificates of deposit and savings insurance, and on the other hand, some banks have launched new users' "first investment gifts" activities.
It is worth mentioning that some banks do not market and promote the products of their own wealth management companies, but the wealth management products sold on behalf of them.
Relevant analysts pointed out that the end of the year is the peak season for bank wealth management, and banks can raise the scale of retail assets at the end of the year through a series of financial marketing activities, increase revenue and profits, and complete annual performance targets; Second, it can attract new customers and retain old customers, and improve customer loyalty.
Bank wealth management is also fighting for a "good start".
Invest to enjoy income, participate in the activity and get another 50 100 yuan JD e-card. ”
Friends send benefits, newcomers enjoy gifts, open an account and hold total assets of 500 yuan, complete the badge challenge task, and send 100 yuan JD card. ”
The Spring Festival is approaching, banks have increased their efforts to "collect savings", and various marketing activities have appeared one after another. Recently, Bank of Nanjing and Baixin Bank respectively launched the marketing campaign of "Gift for First Investment".
The wealth management marketing campaign launched by Bank of Nanjing is only aimed at "netizen customers" who have not made any investment transactions in the bank's APP since registration, and the so-called "netizen customers" are customers who only hold the bank's Type II account and do not hold the bank's physical debit card. Eligible customers who successfully purchase a wealth management, deposit, ** product (excluding live money management, currency**, call deposit products) of 5,000 yuan to 30,000 yuan in a single transaction, and upgrade to the bank's Xinxiang customer, can receive a face value of 50 yuan equivalent benefits, if the purchase of the above products reaches more than 30,000 yuan, you can get 100 yuan equivalent benefits.
The interest of the product means that the subscription is successful, and the cancellation of the order during the fundraising period and the failure of the product to raise the product are not considered to be a successful purchase, and I will personally return you an additional 35 yuan red envelope after reaching the standard. The relevant staff of the bank told the "China Times" reporter.
The reporter noticed that Bank of Nanjing promoted the purchase of a 7-day holding period fixed income product of Bank of Communications Wealth Management, which is medium and low risk, with a minimum purchase of 1 yuan, established on February 8, 2021, and an annualized rate of return of 3 in the past week on January 486%, performance benchmark 205%-3.05%。
Similarly, Bacera Bank has recently launched a new account investment gift campaign. After the new user completes the opening of the second-class account, he can win the wealth rookie badge and enjoy a JD e-card reward of 100 yuan when he transfers 500 yuan to the wealth management &** product with a minimum holding period of 6 months or more.
The wealth management product designated by Baixin Bank's activities is a fixed income product with a minimum holding period of 6 months under Huiyin Wealth Management, and the performance benchmark is 350%-4.00%, established on March 16, 2021, with an annualized rate of return of 351%。
The relevant staff also informed reporters that after participating in the activity, the staff can also return an additional 20 yuan WeChat red envelope.
Judging from the two wealth management products specified in the above-mentioned marketing activities, they are both low-risk fixed-income products, and they have been established for more than two years, and "robustness" and "unbroken" are important characteristics.
Since 2022, the bank wealth management market has experienced several large-scale net breaks, and some low- and medium-risk fixed income products have not been spared due to the volatility of the bond market. According to the past data of China's wealth management network, the reporter found that since the establishment of the above two products, the net value of the products has maintained a fluctuating upward trend, and there has been no net breakage.
At the end of the year, the yield of wealth management continued to "soar".
In 2023, deposit interest rates will be lowered three times on a large scale, and under the trend of "deposit moving", bank cash management and fixed income wealth management have won the favor of a group of investors due to their characteristics of low volatility and stability, short holding period, low subscription threshold and relatively high yield.
The reporter of "China Times" noticed that the yield of a number of cash management and fixed income wealth management products has been at a high level recently. On January 10, the annualized rate of return of a pure bond wealth management product of Minsheng Wealth Management reached 79952%, and two other fixed income products have also exceeded 7% since their establishment, and many fixed income products have a yield of more than 6%; Previously, the seven-day annualized rate of return of Ping An Wealth Management's cash management wealth management product of "growing a certain F share every day" also reached 74%, in addition, the fixed income and cash management products of many wealth management companies have reached a rate of return of more than %.
According to Puyi Standard data, as of January 7, the average annualized rate of return of the market-wide cash management wealth management products in the past 1 month was 239%, month-on-month **004 percentage points; The average annualized rate of return of the market-wide open-ended fixed-income wealth management products (excluding cash management products) in the past 1 month is 397%, month-on-month**057 percentage points, cash management products, fixed income products have maintained an upward trend in the near future.
Banks generally launch such strategies at the end of the year to acquire customers, create an atmosphere of good start, and increase the size of retail assets at the end of the year. Luo Haohan, a doctor of finance, said in an interview with a reporter from the China Times that on the eve of the Spring Festival, more investors have received a certain year-end bonus or performance from their own work, and banks have launched financial management activities in a timely manner to improve their financial scale through relevant preferential policies.
Chen Xuanjin, a researcher at Puyi Standard, also believes that banks' financial management activities are needed to impact business volume at the end of the year, "but also to provide customers with better financial experience and value to increase their own marketing attractiveness."
So, what is the importance of the "main product" of the marketing campaign selected by the bank?
The reporter noticed that the wealth management products in the above-mentioned activities of Bank of Nanjing in the bank's wealth management page "Seeking progress in stability" column, and in the same column, the bank's wealth management company Nanyin Wealth Management issued a product with an annualized yield of 4 in the past week08%, compared with event products, it has more advantages in attracting investors, why choose consignment products instead of self-operated products?
In this regard, Luo Haohan told reporters that the reasons why banks promote agency wealth management rather than their own wealth management cannot be generalized, and different institutions have different main influencing factors. On the one hand, some institutions take into account the quota restrictions of their own related products, and the scale of such products to increase income in the short term is generally not too large, otherwise it will be difficult to improve assets, so they will reduce the promotion of their own specific products; On the other hand, some banks' proprietary products have better brands and larger stocks in the bank, and if they continue to invest more quotas, there may be a situation where the total scale of products will not increase.
Most of the wealth management subsidiaries outside the bank are willing to invest more resources and quotas to promote the distribution bank to do more scale, which is also a kind of cross-agency cooperation, and some banks will actively push the products of the cooperative institutions in a cooperative relationship. Luo Haohan said.
Chen Xuanjin also believes that the promotion of consignment wealth management products may be related to the incentives of the product issuer and the supply side, and the supply side will increase the marketing investment of the seller in order to broaden the sales channel, so as to establish a long-term cooperative relationship and achieve mutual benefit and win-win results.
Similarly, banks can enrich their own product system by promoting the distribution of wealth management products to better meet the diversified needs of investors. He said.
Editor-in-charge: Meng Junlian Editor-in-chief: Zhang Zhiwei.