Tuesday, September 14, 2010

Orient Securities Executive Assistant Shu Wang: grab the share of off-site transactions

Orient Securities Assistant to President, Information Technology Center, Shu Wang is an old stock IT. Said that he older, not because of his age, but because he engaged in securities IT qualifications. Most recently, he was promoted to assistant president also explained the importance of information technology companies. It is clear that the securities of the East is very profound.

Yong-Gang Wang: Please briefly comment on the introduction of floating commission system, the impact on the broker?

Shu Wang: Obviously, any company or business department of the brokerage business profits on costs, commissions and trading volume standard three factors; If the commission down, market competition and shrinking trading volume, the securities firm may be an extensive operation Shi Dai Qu not forever, a; broker this will also adjust the pattern of traditional brokerage services, online transactions will become a mainstream-site transactions, as technology advances greatly reduce the cost of online transactions. The information that the United States online trading is free tendency, such as the AMERI-TRADE at the end of April 2000 launch the free trade of the site, while the abolition of the traditional service, no longer charge any transaction fees; in South Korea, online transactions The total transaction volume has accounted for more than 60% of the current South Korean online trading commission is generally the Securities and Exchange commission of 1 / 4, low-commission online trading for online trading volume has soared.

Yong-Gang Wang: So how in the floating commission system embodies the advantages of online trading?

Shu Wang: The current system of fixed commissions on the traditional trading and online trading is "equality" at this stage is not conducive to the further development of online transactions. As low-cost online trading, for the realization of floating commission system provides the foundation. In turn, the commission reduced greatly facilitated the development of online trading. The emergence of online virtual sales department, can greatly reduce operating costs. It is estimated that support the same number of customers, online transactions, investment sales department is the traditional 20% to 30%, the daily operating costs of traditional business department of 20% to 25%. According to statistics, the total market transactions in 2001 decreased by 30% compared to 2000 based on the volume of online transactions in 2000 compared with double the number of Internet accounts in 2000 than double the competitive online brokerage trading is becoming the focus. From a global point of view, the most advanced online trading to the United States. The U.S. online securities trading is basically universal, about 30% -50% of the securities transactions, directly or indirectly conducted through the Internet. South Korea in recent years, the level of online trading commissions declined significantly from 4.9 鈥?to 1.3 鈥?around. South Korea's pure online brokerage online trading commission has reduced to 0.29 鈥? close to the free state, with the commission down, the explosive growth of Internet transactions, accounting for more than 50%; Hong Kong, Japan and other countries as well. In addition, online trading has stimulated the difference between brokers or customers personalized service. Overseas experience shows that the decline in brokerage commissions is to promote the development of the original power-line transactions. Online transaction costs down for the commission to create a space, turn down a commission to promote the accelerated development of online transactions.

Yong-Gang Wang: your company will be to do?

Shu Wang: The above analysis, the securities industry reshuffle is inevitable, we should strive to make "saving" and "open source", and grasp the balance two lines. Our sales department will carry out structural analysis of costs and expenses, look for cost-cutting potential. Timely adjustments to the layout at the same time brokerage business, to the use of information technology and developing off-site trading, online trading, to build their own core competencies. It contains two meanings: First, a strategic transaction in a timely manner to promote the site and gradually shift to off-site transactions, and second, timely adjustments to the scene from a tactical trading in the distribution between different regions. Competitive regional market under normal circumstances is not only appropriate to introduce new or expanding on-site security company trading site area, spot transactions increased investment in equipment, but also a part of business networks will withdraw from these areas to shift to the market potential and market space greater competition in areas of relatively less intense re-deployment. At the same time on different ways to implement differential pricing of transactions, or transactions by way of various different differential fee ratio for existing shareholders and new investors, especially to off-site trading commission online trading and telephone transfers. Once off-site sales office in a transaction volume of all transactions to achieve a considerable proportion of it should begin to consider reducing the sales department of on-site trading site area, in order to compress space rental fee.

Yong-Gang Wang: online trading a good prospect, so we increase investment in this regard. Your company in the fierce market competition opportunities for development lie?

Shu Wang: We will implement the "market + technology + innovation = the securities brokerage business, core competencies," the purpose. Specifically, that:

1. To strengthen the integration of marketing channels

We will target customer segmentation of different customers to different products, pricing and promotion strategy. To small customers, we will enhance the on-line consultation service, online personal professional personal service, a multi-channel and multi-way commission system, making transactions easy and safe.

2. To increase the construction of information technology platform

We Orient Securities addition to adapting to new technologies, the beat, the more should the technology to create new living space to become the lead protagonists. Only by successfully obtained the support of technology platforms, services a wide range of established sites, build a strong sales network that has the possibility to upgrade the service to an interactive, timely, storage of, humanity, wide audience and high, breaking the development bottleneck barriers.

3. Broker to explore new business models

Orient Securities will be step by step at different levels to build customer service center. Known in the field, relying on the existing business department, low cost way of quickly expanding sales department covered the surrounding area; in unknown areas, extending the company's communications network and business networks; in key areas, in-depth penetration; eventually form a national coverage for a variety of devices and communications trading platform, more specifically, to carry out various financial services to a distribution network.

Yong-Gang Wang: As the core of the development of off-site trading department, how to take on the important task of development?

Shu Wang: Yes, seize the market share of off-site transactions, our brokerage business is an important part of development, which is building the technology platform the company has put forward higher requirements; now, we need to increase investment, construction an efficient, stable multi-terminal, multi-channel, multi-platform way of transaction services, focused on developing telephone Wei Tuo, Yinzhengtong, online transaction, Wuxianyidong services such as Fei-site trading platform Xitong of Gou Jian on. Securities broker working platform construction is a priority, working platforms, including performance statistics from the securities broker, reward distribution, customer information, profit and loss situation, the outside information to the operations of securities broker office management, training, assessment, sales support system platform achieve decentralized securities broker a comprehensive support and management. Building customer call center (CALLCENTER), commissioned the building of a unified national telephone service system and the use of national universal number, all the business department of the telephone commission trading, online trading and consulting will focus on the unified platform to come. Building customer relationship management system (CRM), CRM system will enable the company's marketing, sales management, call center, service and technical support and information management aspects in an orderly, fully and timely within the company and the customer flow to achieve efficient use of client resources, so as Eastern securities customers a more complete service.

Yong-Gang Wang: Can you predict the implementation of the floating commission system after the brokerage part of the development?

Shu Wang: Currently more than 100 securities firms in the short term no one in the brokerage business to gain competitive advantage overall is impossible, then the broker must adjust their market positioning, in the brokerage business, the establishment of a market segment competitive advantage. In the United States, Merrill Lynch to provide customers with comprehensive financial management in the market gaining a greater market share; and Edward. Jones expansion by low cost, use of price leverage, at the low end (the client does not need too many additional services) to obtain a competitive advantage. Broker must re-evaluate themselves, integrate resources, and strive in their target markets achieve competitive advantage can be cruel in the next reshuffle in an invincible position.


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