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for the securities industry, the national day holiday in 2024 is destined to be the most unforgettable one. from senior executives to general practitioners, they spent endless national day and witnessed the surge in account opening and consultation.

what the number of account openings is is the topic of greatest concern to the industry today. based on reporters’ tracking reports over the past few days, under this year’s market situation, the number of online account openings has increased significantly more than offline physical outlets, accounting for more than 60% of the total. this means that online capabilities have become a key advantage.

grassroots survey status posted online on october 7

the above-mentioned grassroots survey on the number of account openings has been recognized by some securities firms. three main characteristics can be seen:

first, from september 24th to september 30th before the holiday, the overall number of new account openings in the industry rose relatively sharply. before the same time period, the growth rate was generally between 2-6 times. the peak occurred on the last day before the holiday, with an increase of about 6 times on that day. seven times. the national day holiday may continue this growth trend. some brokerage firms have reported that the cumulative number of new account openings in the two weeks since the start of the market has been close to the level of new account openings in one year in previous years.

second, account opening is mainly done online, and internet brokers and brokers that cooperate with leading platforms have obvious advantages. according to grassroots research, the performance of new account openings through offline channels is average, while online account openings have significant advantages. this may be mainly due to the fact that the current internet user group is generally younger. post-90s and post-00s are the main subjects of recent account openings. nearly 70% of new account openings are from post-90s and 00.

third, securities firms that cooperate with leading third parties have clearly enjoyed traffic dividends this round, with a considerable number of account openings.

judging from the aforementioned grassroots survey, there are several clear consensuses in the industry. first, based on comprehensive online + offline speculation, the industry more recognizes that the overall number of effective accounts in the industry is around 3 million.

specifically, on the one hand, online business development has become the mainstream, and online capabilities have become the guardian of this wave of account opening boom. overall, the number of account openings before holidays and holidays increased by 2-7 times, and brokerages with the advantage of online account opening were better at acquiring customers.

thanks to the early layout of online capabilities, a leading securities firm in south china revealed its excellent results in online account opening. for example, on september 30, there were 40,000 account openings, of which 30,000 were opened online, which is 50,000 in normal online account openings. times, 30,000 online account openings were three times that of offline accounts; huaxin securities’ number of account opening applications during the holidays increased 25 times compared with the same period last year, and a large number of new investors opened new securities accounts for the first time. online traffic customers have become the main force in opening accounts, accounting for 90% of new account openings. however, the conclusion mentioned in the online joke that "internet brokers with low customer acquisition costs and brokers with high it investment are expected to win in the end" still needs to be further verified by the market and practice.

account opening data transmitted online

on the other hand, the surge in online account opening does not mean that the role of offline physical outlets has been lost. industry insiders have repeatedly emphasized that physical outlets are still irreplaceable and play a key role. although the number of account openings they bring is limited compared with online ones, they are irreplaceable in terms of serving specific groups of people and strengthening customer stickiness. some small and medium-sized securities firms also reported that in this wave of account openings, the main ones are offline.

the third consensus is the change in the age structure of investors. the reporter once published "who is running to enter a-shares?" during the national day holiday. 2/3 are them! it has been reported in "priority to seize the opportunity of brokerages in the z era" that the post-85s and post-90s are the main force, and the number of account openings by the post-00s has increased significantly. that is to say, 2/3 of the main account openings in this wave are indeed post-85s, that is, under 40 years old. the crowd is the main force in opening accounts.

why are online capabilities so popular? user behavior and age are the main reasons

as for the advantages brought by online account opening, the reporter summarized that because customers do not need to go to a physical branch to complete the procedures, online account opening first saves customers a lot of transportation and waiting time at the counter, and it can be processed 7*24 hours. not only that, the online account opening system is relatively simple to operate. according to the current common situation in the industry, the entire account opening application can be completed in as little as 3 minutes. in addition, online platforms usually have user-friendly interfaces and convenient operation processes, which can provide a smoother and more personalized service experience.

gf securities told reporters that the company's daily average number of account openings has increased by more than five times compared with the average daily number of account openings in early september, and by more than 10 times compared with the same period during the national day last year. online users respond more quickly to market trends and policies, because the spread range and speed of online public opinion are much faster than offline. in particular, the interest in social media and new media in recent years has accelerated this trend.

why this wave of online account opening is more popular is directly related to changes in investor structure. gf securities mentioned that the age of new online customers has shown a significant trend of getting younger, with those born in the 1990s and 2000s accounting for more than 45%, and those born in the 1980s accounting for about 35%. sinolink securities told reporters that after the state council information office held a press conference, investors became enthusiastic about participating, the number of scheduled account openings increased significantly, and the number of daily scheduled account openings continued to grow. during the holidays, investors’ willingness to enter the market continued unabated. account opening data has increased by about 150% compared to the average number in the past month. in terms of customer age, the majority of customers are those born in the 1980s and 1990s, and the number of customers born in the 2000s is also increasing.

sinolink securities said that through these phenomena, it can be seen that the post-90s and even post-00s generations have increased their attention and participation in the financial market, showing that the new generation attaches great importance to wealth management and investment and financial management.

where are online capabilities reflected? relevant persons in charge of the wealth side of many securities companies, 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. according to industry insiders, new account-opening investors are becoming younger, and the layout and systematic trading capabilities for generation z investors have become the main competitiveness of various securities firms in acquiring customers online. 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.

the digital finance department of haitong securities shared that generation z investors prefer simple and easy-to-use investment tools and get quick results. in addition, generation z investors pursue efficiency, value experience, and desire new investment experience needs for interaction. according to early follow-up reports by reporters, the layout for generation z has become the focus of strategic transformation for many securities companies. when market conditions change, online platforms can respond quickly, update information and provide services in a timely manner to meet the needs of investors.

another one is the system’s capabilities. when the a-share market opens on october 8, the trading side is expected to usher in a long-awaited work peak. at present, securities firms continue to strengthen network and information system security. the reporter learned the latest that during the national day holiday, some securities companies expanded the capacity of some systems again on the basis of the expansion before the holiday to ensure that the system performance and capacity were sufficient, and in addition, they carried out system upgrades in a timely manner.

great wall securities stated that the company actively responded to the hot trading situation in the securities market, used the national day holiday to actively prepare for the post-holiday market, and expanded and optimized online trading, communication bandwidth, account opening and trading back-end systems. during the national day, 25% more sites were added for online transactions, and the capacity index reached more than three times the historical peak. a batch of equipment was prepared to cope with subsequent expansion needs. contact operators such as china unicom, china mobile, and china telecom to carry out emergency expansion of internet line bandwidth, with the bandwidth capacity reaching more than 2 times the peak value. during the holidays, all parties worked together to complete the expansion and optimization of the account opening system.

physical outlets also grabbed a wave of dividends

although brokerages can enhance interaction with customers and improve customer stickiness through the community functions and content marketing of online platforms, this effect is more obvious when focusing on the importance of physical outlets. reporters have continuously reported that during the past national day holiday, more than 60 brokerage offline business outlets had personnel on duty, which not only met the needs of offline investors for face-to-face consultation, but also completed account openings. in addition, high-density offline salons and investment sharing sessions have strengthened the stickiness of new customers. huaxin securities stated that since september 30, almost all employees in some of the company’s branches have worked more than 10 hours a day.

shanghai securities mentioned that the company completed nearly 40,000 manual business operations during the holidays, and the system processed nearly 100,000 transaction records.

it is worth noting that in this wave of market conditions, outlets that have both online features and offline physical features are more popular, which is mainly reflected in internet branches. the relevant person in charge of the internet business department of gf securities (guangzhou siyou xinma road sales department) told reporters that nearly 50 employees are basically on duty this national day. since it is an internet business department, colleagues who are not on site can also provide remote support. currently, the manpower is mainly invest in account opening review and related business consultation.

from the perspective of intuitive data, just looking at the qingpu branch, guotai junan’s first internet innovation positioning branch, not only did the number of account openings in a single day reach the historical peak since the branch was established, but the average daily account openings increased by nearly 100% compared with the previous month. 10 times.