Source China Fund Daily

Reporter Fang Li and Zhang Yanbei

The Internet platform continues to innovate, and ants are making big moves again.

According to a reporter from the China Fund News, recently, there have been new changes in the "fund" section of ant financial management, with a new "opportunity" area in the plate, which is divided into several modules such as "worth investing in May", "staring at the plate", "hot spot" and "grasping low" and so on.

This move attracted the attention of the market. Many fund personages believe that this is launched by ants to help investors make more reasonable investment decisions, and for the base people, professional investment views and directions do have a certain guiding significance. This area is a useful exploration and attempt, but the effect of actual investment remains to be tested by time.

Ant launches a new "opportunity" area

Show the fund "worth investing in that month"

Recently, the ant financial "fund" plate has new changes, the new "opportunity" area in the plate.

In the "opportunity" area, it is divided into several modules, such as "May worth voting", "staring at the plate", "hot spot" and "catching low position" and so on, arranged from top to bottom.

Among them, "May worth casting" is located at the top of the special area page. After clicking, the module focuses on recommending "a good opportunity to fit the current market style and worth paying attention to". Compared with the previous methods of single product recommendation, ranking, industry classification and so on, this module adopts the time dimension to recommend items for users to show the assets, themes and related fund products that deserve attention this month, and update them on the 1st of each month. Among them, equity products are mainly ETF and linked funds.

From the perspective of module setting, the products worth investing in in May can be divided into three directions: low-wave dividend, short-term debt and global technology, with different risk preferences, offensive and defensive, and customers can choose according to their own needs. Each direction is equipped with subdivision links of "solving the current good" and "looking at the core advantages". At the same time, it is equipped with more good products worth investing in to promote high-quality products.

Specifically, under each investment direction, there are corresponding fund products, that is, "related good products" display, click the relevant button to buy. At present, the number of products corresponding to each opportunity plate is about 10. For example, in terms of dividend low volatility, related products include Southern dividend low Wave 50ETF connection A, Castrol Shanghai and Shenzhen 300 dividend low volatility ETF connection A, Huatai Barry low dividend volatility ETF connection C, Tianhong low dividend 100ETF connection C, etc., which are available for "buy now", while more products for users to buy are displayed in "more good products worth investing in".

In the "staring plate" module, users can view the real-time quotations of popular sectors, including industry concepts, broad-based themes, global themes, etc., and there is a corresponding industry or theme index product purchase entrance under each plate. Similarly, the "hot spot" and "low position" module shows the associated index funds according to the hot market information and the index with low valuation.

Many people in the industry said that they have noticed this "opportunity" area recently. They believe that this is launched by ants to help investors make more reasonable investment decisions. For fund investors, it presents complex asset allocation suggestions in a simplified and easy-to-understand way, and professional investment views and directions do have a certain guiding significance.

An industry source said that the new zone is more to help investors better grasp investment opportunities and enhance investors' sense of improvement. "on the one hand, in the Wanji era, the difficulty coefficient of choosing a base continues to rise, and on the whole, the promotion of this product is more in line with the hot spots of the market, and the display is more clear at a glance; on the other hand, after more than three consecutive years of adjustment, the entire industry ecological chain is facing a certain pressure of trust. Reshaping trust requires changes in all aspects of the industry chain, especially the channel side of facing customers. " He said.

A fund official in South China said that the setting of the "opportunities" section is an attempt to help clients quickly capture key information and market opportunities in the era of information explosion. This kind of column should help investors, especially some novice investors, more efficiently explore the investment opportunities of recent hot market sectors and themes, and also more intuitively find products that are highly related to related plates and themes. In particular, "the month is worth voting" is an innovative attempt to promote products on the platform, and the introduction form with time as the main line may be more intuitive and easy to understand.

The selection is dominated by ants.

According to industry feedback, the selection of the "opportunity" area is very strict, and it is not easy for products to enter the area.

According to one person, "the new area for fund companies, the entry threshold is relatively high, must meet a series of relevant indicators." For index products, Ant Wealth will conduct a comprehensive assessment of the ability of relevant fund companies to manage index funds. In addition, Ant Wealth uses an algorithm to track the performance of the index on a daily basis. "

The above fund personage said that at present, the selection of the 'opportunity' area is mainly dominated by ants. This kind of special area mainly excavates passive index products by pushing industry opportunities.

It has also been revealed that similar patterns have been going on for a long time, and it is more likely that the presentation of the front end of the customer has changed. The company will actively participate in the relevant planning of ants and respect the logic of ant selection.

When it comes to this behavior of promoting index fund products to users and guiding investment, interviewees believe that overall product promotion is more in line with the hot spots of the market, and the display is more clear at a glance, but the final effect remains to be seen.

Although it is not clear how this recommendation method performs in terms of user profitability and holding experience, and whether it is in line with users' expectations, it is also a useful exploration and attempt. From the perspective of some recent main directions, the timeliness of market hotspots is high, and the effect and rationality of the actual investment of the main products mainly depends on the selection recommendation logic behind the platform. " An industry insider said.

He pointed out that although the new changes in the ant area have been online for a short time, the effect remains to be seen. But for fund companies, it also provides a reference direction for improving the investor experience: more emphasis on properly recommending the right products. Especially for the head offering with a perfect product line, when guiding customers to carry out investment layout, they should give full play to their professional advantages and conduct product promotion and financial guidance with a forward-looking perspective and targeted strategies.

Constantly innovate and develop a new direction

In the current market environment, the major Internet platforms and fund companies continue to innovate around the needs of customers. Many people believe that index investment has been hot in recent years, which has prompted many platforms to increase the layout of this area.

"the increase in the layout of index products by various Internet representative platforms has something to do with the increasing popularity of index investment in recent years. Compared with the active products affected by the market downturn, the profit-making effect is poor, the index products put more emphasis on tool attributes, and the allocation value is prominent in the structural market. In addition, after the reform of public offering rates, index funds operate transparently and cost less, which attracts a lot of capital attention. In the future, withAvetreelslx63China's long-term funds such as social security, pensions, annuities and insurance funds will increase the proportion of entering the market, and the demand for the allocation of passive products will further increase; at the same time, the transformation and development of buyer investment will also increase the demand for instrumental products such as low-rate index funds. " One industry insider said.

Another person in the industry has a similar view. He also believes that "the promotion of index products is weakened to a large extent relative to the operation of individual fund managers." For the Internet platform, it is necessary to have categories that can be promoted to adapt to the market. in the rights and interests fund track, the platform must always have categories that can be pushed, and products that are actively managed need to break out, so the promotion of index products is indeed a good alternative. "

In addition, a public e-commerce person pointed out that index fund investment is actually a quite professional and complex task, especially for industry-specific index funds, which are much more complex and difficult than broad-based index funds. Therefore, for ordinary investors, investment index funds put forward higher requirements. However, as Internet users become more and more mature, their professionalism is also improving. In this case, the introduction of a column focusing on index fund investment can not only meet the growing needs of clients, but also help to guide investors to allocate assets more scientifically and rationally.