| Chinese open-ended mutual funds have been established for over 10 years, during which participants experienced many ups and downs. At first, investors knew little about mutual funds, and rarely inquired about their performance until 2006. After experiencing several bulls and bears, our mutual fund industry has matured much since its humble beginning. As of the end of 2014,94 mutual fund companies manage 1890 separate funds and a total of 4452 billion RMB AUM, which is an approximately 51% increase since 2013. Money market funds reached 2192 billion RMB,49.23% of the total AUM. Equity funds reached 1217 billion RMB,27.3% of AUM. Relying on Alipay’s massive cash flows, its subsidiary Tianhong Fund Management Company acquired the greatest AUM in the industry.As our investors have learned to better manage their assets, more resources have been injected into the mutual fund industry. It is, therefore, important to achieve better investment performance, in order to attract consumers’attention. In addition to great investment record, good sales ability supports the mutual fund companies’ growth and survival. Sales channels through the banking system dominate current fund market. As the fund manager, the most able to attract investor attention is the investment performance, performance to ensure the basic survival of the company, but no matter whether the performance ranking, whether in a bull or bear market, another important condition to the survival and development of the company is the company’s sales ability. In the present China fund market, the bank channel has an absolute dominance. The main reason is the number of bank outlets, wide customer resources, with investors trust in the banking channels consistently. The second is direct fund, brokerage and some third party sales channels, this channel is likely to rely on the bank for ten years or more. The bank channel for the fund company has always maintained a strong position, several large state-owned banks sales accounted for half of the country all the fund sales domestic ju. To ensure the interests of the largest banks, increasing the fund sales commission, including the purchase and redemption fees, service charges and sales trailing commissions. The fund company found high trailing commissions management fee income, reduced income, There is not much left., but depends on the sale of the bank, only paying high fees in order to ensure the product sales. This situation must be resolved through the marketing channel innovation ability, this year the fund managers continue to try to widen the channel sales and innovation to bring new development company and the fund industry.Celestica fund and Alipay company to develop the balance of financial products treasure listed, taobao.com is the only sales channel of the balance of treasure, with a huge customer resources taobao.com, the balance of treasure products successfully, become the largest monetary fund, the Internet fund sales mode is called the most promising fund sales channels. The success of Yu Ebao for the fund sales innovation points out a way out, each fund companies want to continue the balance of treasure product brilliant, create new vitality for fund sales, the electronic commerce as the focus of the development of Future Ltd.This paper is divided into four parts, the author as fund practitioners, attempts through the analysis and suggestions on e-commerce sales fund company, to provide some help for future fund sales.First, through analyzing origin and development of fund sales, analyzing the advantages and disadvantages of each sales channel. And the sales channel ability directly affect the company’s holdings, thereby determining the company’s profits. Fund sales channels can be divided into direct sales channels and distribution channels, and direct sales channels can be divided into direct and counter online banking outlets, distribution channels composed mainly of the banking channels, brokers and third-party sales channels. This paper analyzes the development status of each channel, strengths and weaknesses and future prospects, etc., to analyze the current situation and problems of fund sales. Historical, social, and other factors determine the main fund sales channels is bank, other sales channels do not currently have the ability to compete in. So sales channels over a single, over-reliance on bank fund company is the biggest problem facing our country. Sales almost monopoly caused the fund to become vulnerable in cooperation with the bank, banking channels captured most of the profits fund. Therefore if the fund company does not break this situation, it will hinder the future development of the industry.The third chapter mainly carries on the analysis to the balance of treasure products, analysis of the advantages of e-commerce platform for fund sales channels. Celestica fund in the past is not the balance of treasure due to the absence of the performance is not outstanding, sales channels are not strong enough, resulting in equity and fixed income funds are small scale, has been at the level of loss. Until the company heavily upgraded computer server to ensure high amount of information operation, and in cooperation with Taobao business platform balance treasure project in one fell swoop profitability, assets of the company become the size of the first public fund. Based on the main business framework and product business process, operation and risk control and the future development trend of the summary, analysis of some of the new sales methods, summed up the reasons for its success, and that is the use of large amount of customers, Taobao’s high amount of information and high credit level successfully develop a new sales channel. The success of the product and provides a way for fund sales business, have a tremendous impact on the future development of the fund industry.The fourth chapter is the analysis of the successful case of before, summarizes some characteristics and suggestions of fund sales channels of business innovation. The present and future to computer data based network era, relying on e-commerce network sales platform will become the main trend, will soon replace the bank and other channels. Electronic business platform relies on large customer resources and low operation and maintenance costs will become the preferred fund sales channels. The first to solve the financial problems of network users of small idle funds, the scale effect of centralized management of small amounts of money, to improve the overall return on investment, taking into account the low cost of investment. At the same time, pay attention to the collection of investment experience of investors in all aspects, in order to improve the defects of the fund itself, improve customer satisfaction. Again through the network data mining potential customers, through the sales of its network, once the change of thought will become the reality of fund products customers. Finally, through the analysis of other goods e-commerce sales model and thinking, summed up its advantages for reference to each link of the network, and put forward the improvement of fund sales, funds from the perspective of practitioners improve the professional approach. |
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