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financial associated press, october 2 (financial associated press reporters lin jian, chen junlan, zhao xinrui)for brokers, the tweets, posters, and non-resting brokers make the national day atmosphere in 2024 very different from previous years. the key word for this national day holiday is "open an account"!

with the support of brokerage companies generally announcing that they will not close during the national day and working overtime to provide services, this is intuitively reflected in the increase in the number of account openings. reporters from cailian news learned from the wealth, online finance, and digital finance departments of nearly 20 securities firms that the number of account openings at many securities firms on the first day of the national day holiday was higher than that on the normal trading day on september 30. some securities firms had an increase of as much as 1,000 yuan on the first day of the holiday. several times before.

overall, as of the morning of october 2, the data was still impressive, and the number of account openings increased relatively steadily. according to the age structure data of account opening released by the finance association yesterday, the post-85s and post-90s generation are the main players, and the number of account openings by the post-00s generation has increased significantly. this data has also been supported again by many brokers that provided data today. that is to say, among the main account openers in this wave, 2/3 are indeed born after 1985, that is, people under 40 years old are the main account openers.

who says that young people don’t speculate in stocks or buy funds? this previous conclusion is being overturned. whether this investment action is taken depends on whether it has a profit-making effect.

in addition, many people born in the 1970s are also very enthusiastic about opening accounts, and the largest age group is those born in the 50s. the latest age profile of a group of new account-opening investors obtained by reporters shows that as of october 1, 20% of new account-opening investors are 25 years old or younger; 30% are between 25-35 years old; 36-50 years old accounting for 40%; those over 50 years old account for 10%.

the account opening age structure of different securities companies is also different.china international finance securitiesthe company told reporters that nearly 70% of their new accounts opened in the past week were born in the 1990s and 2000s, of which about 30% were born in the 1995s and nearly 25% were born in the 2000s.

gf securitieshe said that the age distribution of the company's new customers is relatively balanced. the post-80s and post-90s are still the main force, but the phenomenon of active entry into the market by the post-00s cannot be ignored, showing this generation's strong interest in the market.

western securitiesrelevant people in the wealth department also said that the age profile of account opening portraits is the same, and young people are the main force in opening accounts in this wave of market conditions.

some people in the industry joked that young people speculating in currencies really have to change tracks!

what characteristics do we need to pay attention to in the composition of this wave of newly opened investors? why are young people the majority?

generally speaking, firstly, many people born in the 85s and 90s have investment experience in the early stage, but have forgotten their account passwords. in order to save time and cost, they adopt the method of opening a new account to speed up entry; secondly, the demand for consultation has increased significantly and the post-00s generation has a strong willingness. , but the actual account opening did not increase significantly, and most of them still bought funds.

relevant persons in charge of the wealth side of many brokerages, as well as online finance and digital finance departments, bluntly stated that this wave of new account openings highlights the importance of online channels in attracting new investors, which also reflects the advantages of technology and finance, especially for young people. in terms of groups. a person from the wealth side of china international finance securities said that the younger user structure reflects the sensitivity of young people to changes in the securities market. on the other hand, it also reflects the appeal of the app to young users.

according to industry practitioners, if you have a forward-looking layout in the z era, you will have a first-mover advantage in this wave of new account openings. generation z usually refers to people born between 1996 and 2010. they grew up in an era when the internet and social media were highly developed, and they show distinctive consumption habits and investment preferences.

haitong securitiesthe digital finance department shared that generation z investors prefer simple and easy-to-use investment tools and get results quickly. in addition, generation z investors pursue efficiency, value experience, and desire new investment experience needs for interaction. combining the characteristics of generation z users who love sharing, haitong securities focuses on creating account opening fission and sharing activities to further expand the brand influence of e-haitongcai app among young people.

according to early follow-up reports by reporters from the financial associated press, the layout for generation z has become the focus of the strategic transformation of many securities companies. for example, galaxy securities recently launched the "manta" app, which is a service model for generation z customers. it aims to provide convenient, efficient and personalized wealth management services, showing the vitality and innovative spirit of young people; gf securities previously the "gf yuanshi stock" app independent platform has also been launched to provide clear and intuitive data display with a minimalist design concept.

the digital finance department of haitong securities said that the feature optimization of the app is very important to attract the z era. for example, the company's e-haitongcai app optimizes the account opening guidance for new customers and adds new customer rights reminders on the homepage, market quotations, transactions, financial management and individual stock details. the account opening operation for new customers has been further simplified, achieving "speedy account opening in 3 minutes" and "one-click authentication" for local numbers. the same-day account opening conversion rate has increased by 7% year-on-year. in terms of funds that are easier to use, the newly designed etf research institute provides tools such as etf sentiment index, fund hotspots, valuation index selection, etc., so that users can quickly select stocks and make decisions. at the same time, in response to the learning habits and viewing preferences of generation z, the app has also created an official account of the investment development department "dr. hai's penfolds notes" on the douyin platform for generation z audiences, with multiple video views reaching 100,000+.

in the face of this wave of market conditions, what main measures have securities companies taken during the national day to deal with it?

with the rapid recovery of the market, more than 60 securities firms have concentrated on promoting the news that branches and sales departments will be open during the national day holiday. "want to open an account during the holidays?" published by china finance news on october 1. more than 60 brokerages have stated that they will not be closed during the national day holiday! the report "five major service measures in place" focused on the arrangements and service measures of securities companies during the national day holiday. the reporter also recently noticed that until october 2, brokerage firms still strengthened dynamic promotion. at present, the main content types that securities companies publish intensively are:

1. new media accounts from the official headquarters to branches continue to dynamically publish information about not closing during the national day holiday. some brokerages directly list which business departments of the company are open, such ashuatai securities, western securities, gf securities, galaxy securities, etc.

2. the account opening guide has become the main promotion content, and basically all brokerage firms in the industry maintain a daily update rhythm.

3. financing and financing implement appointment-based account opening, and brokerages actively publish account opening guidelines through apps, public accounts and other platforms. at present, the demands of financing and financing are obvious, and many financing and financing account openings and balance growth have increased significantly.

4. develop activation plans and scenarios for existing dormant customers, and push text messages to all zero-asset customers to inform them of account information.

5. timely push major financial events during the national day to investors to help customers grasp the latest market trends as soon as possible.

brokerages have strengthened various outputs during the national day on the upper end of the line, including wealth lines and research lines. for exampleguolian securitiesduring the national day holiday, we will continue to launch a series of online live broadcast activities titled "national day "certificate" energy, find the general direction of the league of nations";hualin securitiesduring the holidays, daily views sharing by outstanding private equity managers and live broadcasts of investment advisory videos were arranged; western securities conducted a comprehensive review of major domestic and foreign financial events and global market performance during the national day, and timely delivered relevant information to investors through live broadcasts, videos and other forms;guotai junanjunhong app continues to carry out all-weather live broadcast "investment consulting online" with companionship.

in terms of research lines, reporters noticed that huatai securities,citic construction investment、china merchants securitiesmany securities firms such as , huafu securities, guolian securities, founder securities, kaiyuan securities, etc. have continued to output research opinions. for example, on october 2, when the hong kong stock market opened and soared, the huafu ai internet yang xiaofeng team planned to share their views on hong kong stock holiday dividends at 9:30 pm on "what do you think of hong kong stocks on the internet?"

in addition to online overtime exhibitions that have become a brokerage allocation, some brokerages have also conducted special national day activities offline. for example, guolian securities has launched offline shareholder school activities. another example is shanghai securities, a long-established local securities firm in shanghai, which is also actively developing new business layouts. the company while the gao'an road sales department is busy with on-site business, it is also busy preparing for business exhibitions with qingpu outlets, a sister company of the group. relevant sources from the company said that colleagues in the sales department spontaneously took part in the business during the holidays. from promotional materials, on-site preparations, process sorting to personnel arrangements, the sales department made detailed arrangements.

at present, many brokerage business departments have seconded employees to encourage employees to support related work during the national day. including galaxy securities and many other securities companies, the company has deployed more manpower to support remote account opening and customer service work. in addition, some securities companies have added off-site support centers to significantly optimize business processes and strengthen off-site business processing capabilities. among them, background reviewers are usually on duty during holidays, but this time when demand for account openings explodes, the headquarters will arrange more staff on duty than during ordinary holidays.

it is worth mentioning that the latest regulatory requirements require securities firms to ensure that all trading networks, trading systems, and trading equipment are in normal working order before the next trading day. the reporter learned from some it personnel of securities companies that during the national day holiday, the it departments of securities companies also strengthened backend protection, including proactively checking the capacity redundancy of various trading networks, trading systems, and trading equipment, sorting out capacity management risk points, and taking targeted measures.