Looking for an insurance brokerage marketing to talk about marketing, the idea has been Yong-Gang Wang. Coincidentally: Sina friends Don and interviews with King after seeing Yong-Gang Wang, Liang Yanfu marketing experts believe that the insurance is worth the visit and introduced us via e-mail access to the object, and produced this interview.
Mr. Liang Yanfu, Beijing Normal University graduate, received bachelor's degree in Harbin Normal University, engaged in teaching and training 8, 1995 south of Shenzhen, Shenzhen, Ping An Life Insurance Company to enter into China one of the third installment of life insurance salesmen . In 1996, Liang Yanfu as Shenzhen Ping An Life Insurance Company, 19 Sales Manager, also introduced China's first studio concept of personal insurance; Since then began marketing training. Experience of people such as Liang Yanfu how is thinking Broker business transformation issue? His main point is: select the right mountain top singing of song writing.
Tang and Jing Yong-Gang Wang: The general situation after the commission lowered think?
Liangyan Fu: brokerage commissions new standards have recently introduced, I am pleased that many brokers no longer simply be divided into on-site customer and customer-site customer two major standards, but clearly the customer according to customer demand divided into different groups, then by the customer to select the most able to meet their required service packages and service packages to the brokers for the payment of the appropriate services. Charged with simple past compared to the cost transaction channel, which is a big step forward brokerage. From this phenomenon spread to the hair, it is clear that the domestic part of the broker is aware of a change in their enterprises to seek long-term development. The new commission policy implementation, can be seen as China's securities industry in the development of a watershed. However, in this watershed, it was still not clear how many brokers can do to achieve long-term development goals.
Tang and Jing Yong-Gang Wang: In this regard you have any suggestions?
Liangyan Fu: the commission is lower down on the surface of securities brokerage company profits, reduce transaction costs for clients, in essence, is to change the pricing of national unification procedures for securities trading costs, changing market and customer transactions to the broker service "pricing." Although brokerage commissions are charged, but the former is the pricing policy of national unity under the protection of access charge transaction fees, which is competition in the market under the charge of trading services. Service costs from access charges to the change, marking the securities industry began to enter the real time market operation.
Market operation is the most significant features of the natural law of survival of the fittest will play an important role, in order to survive and develop, brokers must make all efforts to broker business and reform attempts. At present, many brokers are working to identify the most suitable to their own development, "salesmen of the Road", which explored the reform model, but also to further test the market and customers.
I think the brokerage part of the market changes, will take the road of professional marketing: re-market position of enterprises, and integrating corporate resources, people-oriented, active service, creating value, and seeking business continuity.
Tang and Jing Yong-Gang Wang: specific say?
Liangyan Fu: re-orientation has become a top priority for brokers to consider. All along, China's competitiveness is not strong brokerage is an indisputable fact, compared with the large foreign brokerages, generally small scale, and a long time, no one broker developed a unique business model, its high degree of convergence of competition means and customer strategies revealed "thousands of stores side" characteristics. Commission down, profits were diluted Securities Brokerage, will promote the brokers in the brokerage business development, "Eight Immortals", a new brokerage market has to be positioned.
Market position to consider many factors, I think, brokers seek further development in order to survive, the primary consideration and solve two problems, first, to reduce operating costs, and second, expand the source of profits.
Cost reduction is mainly to reduce the sales office premises area, lower salaries, reduced sales department personnel, several measures. Rumors of a broker will execute the "38 model" is a good example of a place that is 800 square meters, 8 individuals, each of 800 basic salary. How much it can reduce costs, various brokerage business department operating costs can control their own conclusion. Reduce the cost of each broker can do in this regard, the broker can not form their own operating characteristics, even the "38 model", it can easily be "cloned."
Therefore, to expand the operating characteristics of the source of profits on a broker in the market to pursue "different" only option.
Expanding source of profits must increase their customer traffic and optimize the customer structure, from abroad Broker business model, I think, the source of profits for the expansion of domestic securities firms to conduct market position, will also take the following roads that:
First, expand the base amount, to lower the level of charges to make a profit, only the most basic services to the customers. The amount of basic content, including customer, finance and transactions;
The second is the highly professional way, the selected high-quality customer base, according to the different needs of our customers to provide various professional services, fees charged by different services and earn higher profits. These needs include different levels of professional advice, professional investment advisers, etc.;
Third, access is only available transaction, does not provide any value-added services at very low prices to attract a large number of small and medium sized customers, earn low level of profits. Belong to this type of online brokerage firm, now has begun to guide their on-site brokerage transactions to the retail online trading, so that they no longer occupy places of business sales department, no longer to provide appropriate services.
This three position in the United States after the liberalization of trading commissions, brokerages have some representation, such as providing high value-added services and charge exorbitant consulting fees Merrill Lynch, only trading access service discount broker Charles Schwab, by many people Edward Jones is power to win, the more than 4,000 small business department to ensure the amount of scale.
Either way, market position, its essence is the need for market and customer segments, in this based on the possible formation of its own operating characteristics. But a closer look will reveal that, no matter what the selected position in the further development of domestic securities firms will face in both the gap can not easily be crossed.
Tang and Jing Yong-Gang Wang: What do you think this divide?
Liangyan Fu: One form of this divide, service products, and second, market professionals. Securities company's products are mainly services, products and information technology products. Reflect the view from the market, now the company's information technology products are not essentially different. In the era of uniform pricing, service offerings also seem very elementary, the value of products and prices to deviate from, some do not offer a real service (product) of the broker, only by a trading channel (business department) to earn high profits. Floating commission, the customer will only order that value for money to pay his fees, brokerage services, the value of their return imperative.
Return value service products, brokerage or improve service quality, providing special service, or cancellation of services that only the low access costs.
From the perspective of integration of resources and special services (products) is the broker integrates all the resources of the company to form their own unique advantages, and really market-oriented to customer needs as the starting point of the market. To achieve integration of resources, brokerage business must be treated as a living organism, so that the upper and lower linkage, a chain, completely abolishing the independent regime of former roads horizontal pattern of the resources. Integration of resources is intended to provide the company's R & D, investment banking, asset management, corporate culture and other information technology resources, to achieve system-wide sharing, and thus formed the company a strong brand, the company's brokerage business together contribute to the development.
But the integration of resources towards the established target market is only the first step, the second gap is the lack of market-oriented talents.
What kind of people can be the company's quality products to market, our products bring the greatest benefits for the company do?
I am working with more than a dozen brokerage firms in the top leadership of the reform through restructuring, corporate strategy, personnel issues, has also been around the country sales manager and securities brokers have had in-depth exchanges, caught my reflection is that China's stock market the market very lack of qualified personnel, especially frontline sales staff. Mirs securities from the FC team-building case you know, business department staff has long cultivated the habit of passive work, unable to adapt to market expansion initiative work, a serious lack of development of customer and market development capabilities. Dapeng FC team building concept is in place, but because of the lack of products supporting, training, follow-up and have a market capacity of the people, the effect is very bad.
This gives us a transformation of Reform, senior leaders are forward thinking in place, would like to establish marketing strategies in the enterprise's competitive advantage, but the company's resources to support, middle management marketing awareness and basic skills of marketers not complete, the result is counterproductive. I think that the market brokers in the Transformation of people, including corporate high, medium and low-level, decision-making, management and grass-roots must have in place: making the right marketing direction only; management in place, marketing can effectively operate ; the primary agent (marketers) have high-quality, high skills, be able to allow customers to a broker willing to trade here.
Tang and Jing Yong-Gang Wang: how to build such a talent?
Liang Yanfu: from development, the broker channel to carry out brokerage business, including sales department, network, and call center, with a view to illustrate the image of their relationship in the marketing system. Dotted the business department as a physical entity, can be called the "net", relying on new technologies, online trading platform and Callcenter, are invisible trade channel, may be called "Skynet." Obviously, the system inside a lack of "people" of this important factor.
Securities marketing system of "personal network" is a professional team of brokers, this person will be Skynet network and ground network to good use people active, mobile and professional, warm link to "triple play" linkage, the broker's resources to maximize the. From the international point of view, a good agent often have to manage hundreds or even thousands of high-quality customers, their brokers and customers plays a very important intermediate role, and customers in addition to rely on some of the advantages of brokerage products and companies brand, the more trust in those who are to provide professional services to his agent. Domestic securities firms and local networks in Skynet's building has a certain size, but one network construction is not good.
Some brokers believe that brokers output enough, so I do not intend to invest a lot in this regard. I think this is a very short-sighted views, not the real reason is that brokers who will be fighting to build an enterprise network as a long-term investment, as companies will set up brokers prescription for layoffs. The author asserts that in the future, unless the only charges a very low cost trading channel, otherwise, excellent broker customer agent will determine the amount of money depends on the size, will also determine whether brokers can survive in the market.
Therefore, I would like to remind brokers, there is an important concept must be established that the direct management by the business department's customers will soon be past, future broker must be well run their own loyalty to brokers, the team will be operated about the fate of the client group broker.
This is what I said, why the broker to market comes down to the final road "people-oriented, active service, creating value and seek sustainable management" of the truth.
Tang and Jing Yong-Gang Wang: We should have a kind of agent model?
Liangyan Fu: I have studied many cases of domestic and foreign securities firms in transition, to put forward the five broker brokerage business reference model.
The five models built on the basis of sales department, the brokerage headquarters, proposed the establishment of vertical business management, namely the brokerage division headquarters to implement the system, consists of the professional division of the marketing department, customer service, agent training and the Department of integrated management department.
One of the reference model: solid pyramid
The second reference model: fully plug-type
Reference Model three: running-type galaxies
The fourth reference model: full market-based
The five reference models: virtual platform
Five models are not specific only choice, I think, in the specific operation, keep in mind as long as the broker, the customer is the enterprise survival and development of the foundation, the broker is the customer to guarantee the source, so brokers can make business resources into productivity, then it can be a long operation.
Whether broker located in the transition mode of three which is also the choice of which mode of operation a team of brokers, I think, as long as do not want to be out of the market, brokers must be "selected mountain singing Song of the Month" ;, making correct decisions, and resolute in action.
Yong-Gang Wang: Make an insurance brokerage marketing experts to talk about the marketing has been my idea a reality today, thank you both.