Direct sales and agency sales bank wealth management to accelerate the expansion of product sales channels

China Times (chinatimes.net.cn) reporter Lu Mengxue Ran East Beijing report

"Continue to expand the bank's wealth management agency market. As of the end of the reporting period, the balance of Wealth Cloud Financial Sales Sales was 273.643 billion yuan, an increase of 53.44%over the end of the previous year.

According to the statistics of the Puyi Standard, including the sales channels of Industrial Bank, the number of Xingyin financial management agencies is as high as 219, which is "one riding" among all financial management subsidiaries. A recent report issued by the Financial Registration Custody Center shows that as of the first half of 2022, 25 wealth management companies with durable products have opened up the sales channels. As of the end of June, the balance of sales was 1.895 trillion yuan.

Maternal channels, agency sales, and direct sales are the main channels for the sales of bank wealth management products. In recent years, banks have continued to expand their sales business while they have continued to contribute to direct sales. Relevant persons analysis said that the advantages of the above three channels are different from key development directions. Financial subsidiaries can adopt differentiated strategies in different development stages according to their own strength, characteristics and strategies.

Growth business growth

With the successive disclosure of the bank's semi -annual report, the data of the banking business of various banks also surfaced.

Chongqing Rural Commercial Bank stated in the semi -annual report of 2022 that as of the end of June 2022, the bank's balance of wealth management products was 121.695 billion yuan, an increase of 13.868 billion yuan from the end of the previous year, an increase of 10.23%year -on -year.

The agency sales business occupies an important position in the sales channels of Chongqing Rural Commercial Bank's wealth management products. According to the Puyi Standard Data, the number of products on the non -parent channels of the Chongqing Rural Commercial Wealth Management accounted for more than half, reaching 57.88%, and the proportion ranks first among financial management subsidiaries.

The number of non -parent channel sales products accounts for relatively high number of products, including Huaxia Financial and Nantian Financial Management, with 43.75%and 43.48%, respectively. Huaxia Bank pointed out in the semi -annual report that in the first half of 2022, Huaxia Finance actively expanded the channels for sales from foreign countries, and the balance of sales from foreign countries grew rapidly.

In terms of the type of consignment wealth management products, the statistics of Puyi Standards show that the financial company is relatively high in the low -income products of low and middle -risk risks among non -parent channel sales products. Among them, fixed income products accounted for 95.35%, and secondary risk products accounted for more than 80%. From the perspective of the investment period, the mid-term and long-term products are favored by non-parent sales channels. Among them, the proportion of sales products of 6-12 months and one year is 24.26%and 42.81%, respectively.

Judging from the number of institutions of agencies for consignment and wealth management cooperation, Baixin Bank told the reporter of Huaxia Times that at present, Baixin Bank APP has launched more than 17 wealth management companies products, and the number of access continues to lead.

"With the continuous maturity of residents' investment and wealth management consciousness and the accumulation of family wealth, banks selling various asset management products will become a need for continuous retaining customer funds and increasing customer stickiness." On August 30, the relevant person in charge of Baixin Bank's wealth business In an interview with the China Times reporter.

The "Half -year Report of the China Banking Wealth Management Market (2022)" (hereinafter referred to as the "Report") released by the banking wealth management custody center shows that in the first half of 2022, 25 wealth management companies with durable products have opened up the agency sales channels, and From January to June, the cumulative sales amount was 2.610 trillion yuan, and as of the end of June, the balance of sales was 18.95 trillion yuan.

"Eliminating the situation of mother bank sales, the number of cooperative sales agencies of wealth management companies in the first half of the year gradually increased. In June, 199 institutions sold wealth management products issued by wealth management companies, which were 83 more than January. It can be seen that wealth management companies are constantly expanding. Sales channels outside the mother bank. "The Report shows.

Direct sales

The "Report" shows that in the first half of 2022, 13 of the 25 wealth management companies with durable products launched a direct sales business, with a cumulative direct sales amount of 1.15 trillion yuan in the first half of the year.

"Huaxia Times" reporter noticed that although compared with the sales sales business, the direct sales business brought less business income for wealth management companies, but wealth management companies are also layout of the direct sales end.

As of now, among the 29 bank wealth management subsidiaries that have been approved, in addition to the recently approved Bei Yin Financial Management, WeChat public account has been registered. 11 of which have also opened the official website of the company. In addition, Two financial management of Xinyin Financial Management and Qingyin Financial Management also deployed their own direct sales apps.

Ningyin Financial Management is also deploying its own direct sales app. On August 10, the bidding purchase information showed that Ningyin's financial management bidding content was the development and operation service of the direct sales APP activity in 2022, and the service cycle as of February 28, 2023. Huaxia Financial Management also revealed to the media that the bank is preparing for the relevant work of the APP direct sales channel construction.

The Puyi Standard Studies stated that the direct sales channels are to save sales costs and do not need to pay for agency sales expenses; the second is that direct sales help to establish a company brand; In order to facilitate directly obtaining user data, and analyze user behavior based on complete user data, play a huge role in building system -based sales management.

"But the official APP of the wealth management company has issues such as reuniting with the parent group, and the development and operation of the wealth management company's self -operated official app requires continuous investment in funds and manpower. Therefore, only a small amount of wealth management companies try to build an official APP." Puyi Standard also pointed out. Build a complete sales system

In the first half of 2022, the number of bank institutions issued wealth management products decreased significantly, and 26 small and medium -sized banks were expected to withdraw from the wealth management issuance market. "Huaxia Times" reporter noticed that many small and medium -sized banks did not issue wealth management products in the first half of 2022, which led to shrinking intermediate business income, but the demand for consignment wealth management products increased.

"The agency sales business belongs to the intermediate business with relatively low risks and costs. It is also a assistant to meet the diverse and personalized needs of customers, which helps to make up for shortcomings with weak investment management of small and medium -sized banks. In an interview with the reporter of the Huaxia Times, Luo Haohan pointed out that for small and medium -sized banks, it is the top priority for obtaining customers and retaining customers. The agency sales business is a capable business model. Improve business performance.

With the increase of the demand for agency sales of the wealth management market, the dependence of the financial company's efforts on the consignment and direct sales end of the company has also decreased.

Regarding the layout of future financial products sales channels, Luo Haohan believes that different financial subsidiaries can adopt differentiated strategies in different development stages according to their own strength, characteristics and strategies. Two channels.

"For example, the parent channel may be the key dependence of the initial stage of the development of the financial management subsidiary; direct sales is the key to maintaining the stable development of subsequent financial management subsidiaries; interbank sales may be a reflection of the brand brand of wealth management subsidiaries, which will help further increase scale and popularity . "Luo Haohan pointed out.

Editor -in -chief: Meng Junlian Editor: Zhang Zhiwei

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