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Fund companies use "hot" to drive sales

April 15, 2019 05:16
source: China Fund News
edit:Eastern Fortune Network

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[Fund companies use "hot" to drive sales] The effect of fund fund managers in the recent fund is highlighted. Some fund products have promoted the sales performance of their own fund products by a certain degree of marketing such as "can not buy star fund manager products, can pay attention to xx funds". (China Fund News)

RecentFund issuanceCelebrityfundThe managerial effect is highlighted. Some fund products have promoted the sales of their own fund products by a certain amount of marketing forms such as “can’t buy star fund manager products and can pay attention to xx funds”.Performance.

  Fund salesNearly double the amount

The data shows that as of April 12, the average establishment of active equity funds in the last three weeks was 1.29 billion yuan; compared with the average size of 700 million in the first three months of this year, the growth rate nearly doubled. In addition to the role of star fund managers, manyfund companyThe promotion of “hot spots” also yields certain effects.

The data shows that in 2019, the equity fund raised more than 3 billion funds, except for the China Securities CertificationETFIn addition, the rest are led by star fund managers, such as Rui Pengbo's management of Ruiyuan's growth value, Shibo's management of Nanzhi Zhicheng, Qiu Dongrong's management of Zhong Geng small plate value and Qiu Jie's management of Qianhai's open source quality growth.

At the same time, among the newly established funds, there are 5 funds established with a scale of more than 1 billion, including Yifangda Kerong, Harvest Real Choice, BOC Jingyuan Return and Yongying Smart Lead.

On March 21, Ruiyuan's growth value reached 72 billion yuan in fundraising. The final product scale was 5.87 billion yuan, and the final doom ratio was 7.03%, which means that 66 billion yuan of funds need to find another investment channel.

Funds invested in star fund managers are eyeing other fund companies. Since March 21, when a number of fund companies promoted equity funds, they cited the slogan similar to “Buy not to buy Ruiyuan, it is better to buy xx funds (can focus on xx funds)”.

  Explosive models pull the same sales

The feedback from a number of fund companies indicates that the above-mentioned “hot spots” marketing method has indeed promoted the sales results of the products promoted by the company. A sales person of a fund company in Shanghai said that a certain fund established by the company at the end of March borrowed the slogan of “Ruiyuan with the same paragraph” and the product scale was ideal, with more than 800 million copies.

A third-party fund sales organization revealed that the recent sales platform is particularly keen to use the star products to drive the sales of related funds. “Fund companies are more convinced that this approach, some small and medium-sized fund companies with low brand recognition, especially hope to catch up with this.”

The continued sales of active equity funds were also driven. according toChina Merchants BankData, someBrokerThe three-year fixed-term fund of the asset management public offering has a sales volume of 2.6 billion yuan in the two days of CMB, which shows the power of the star fund products;InvescoThe sales performance of fund companies such as Great Wall is also good.

  China Merchants BankAn account manager said that after the stock market stood at 3000 points,bankChannel fund subscriptions have gradually recovered. “Since March, the fund sales consultation phone has gradually increased. In the first two months, our branch has only a few hundred thousand sales funds per day. Currently, it can be around 3 million per day, and sales increase by 3 to 4 times. Some single equity funds The sales per day are close to 2 million."

A large fund company salesperson in Beijing said that the company recently paid attention to the spillover effects of other star fund products such as Ruiyuan on other fundraising funds in the same period. The fund is attracting investors' attention back to the field of public funds, so that everyone believes in investment. It should be handed over to professional institutions to play a positive role in promoting the entire public offering.

(Article source: China Fund News)

                                (Editor: DF387)


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