User Behavior Data Driven - (II) Dimensions of Financial Users

Financial users can be viewed in the following dimensions:

Looking at customers from the perspective of traditional financial institutions, the products they offer to their customers are basically stratified by default by the assets behind the customer (take the example of a bank's customer management stratification):

2. Potential Customers ($50,000 - $200,000) : In this interval, customers receive services that extend from savings and loans and funds to bank financial products. Such customers generally have the potential to upgrade to gold customers, through some service care, and incentive products, can be effectively upgraded to gold customers.

3, Golden Customers (200,000-2 million) : Customers in this range enjoy services up to financial advisors, trust, wealth planning, asset management, and so on. In addition to one-on-one services, customers can also enjoy the asset allocation advice from the wealth manager and market movement notification.

4, Platinum clients (2 million-6 million) and Diamond clients (>6 million): This part of the customer enjoys the most advanced financial services, such as asset management, insurance planning, loan financing, study abroad programs. Wealth managers provide customers with a full range of wealth management services

From this, we can see that because the observation angle is based on the financial institutions as the initiative, the level of service enjoyed by customers of traditional financial institutions is related to the size of their assets, and is not paired with the needs or wishes of the customers.

This dimension belongs to the risk assessment of the investment behavior of the assets after the stratification, in this type of dimension, has gradually reflected the needs of the user, that is, the security needs of their assets, liquidity needs and income needs. Through the different needs of the sort of combination, can be broadly divided into:

1, conservative users (security & gt; liquidity & gt; yield): conservative users of the investment goal is to maintain the stability of investment and preservation of the value of assets. This part of the user's primary consideration is safety, followed by the ability to liquidate; for the desire for income is not very strong, from the bank's conservative products, as long as the demand for income is higher than the fixed deposit rate or higher than the current balance of interest rates. Such users to buy products generally speaking, baby products, or pension protection plan type of products, if coupled with the liquidity can be done T +1 day redemption to the account, will be a conservative user is very welcome.

2, steady users (yield = security & gt; liquidity): steady users of the investment goal is to maintain a balance between investment risk and asset value under the premise of realizing the value of assets. This part of the user has the value of the return demand, but the premise is not to lose money, on top of which can be tolerated to a certain extent poor liquidity. This type of user to buy products generally have fixed income products, a certain period of time the rate of return is basically fixed, the maturity of the principal and interest.

3, positive users (yield & gt; security & gt; liquidity): positive users of the primary investment goal is to obtain excess returns. The user's investment funds, even if there is a large loss, the user can afford. Such customers generally buy products such as equity funds, hybrid funds, equity funds and P2P products.

The first two dimensions are in accordance with the user's objective situation to the user segmentation, the third dimension is in accordance with the user's subjective point of view to do the segmentation, such as self-knowledge and desire for knowledge, many Internet financial products through this dimension stratification to position their own products and to attract consistent users.

1, don't know & don't want to know: This part of the customer accounted for the largest proportion. They don't know enough about the financial market, and they don't want to know. They have the desire to make money, but are not willing to pay any costs other than money. Their entry into the financial market is usually triggered by other basic needs, such as installing and registering mobile banking or entering WeChat or Alipay for social and payment needs, and triggering various financial functions within the APP under the platform's operation strategy. What they enjoy is only the convenient financial services on each platform, which is not fundamentally different from other services they obtain on the same platform, such as water, electricity and coal bill payment, phone bill payment, credit card repayment and so on. The typical online financial products corresponding to this type of users are balance treasure, wealth management, etc.

This type of users is not only the most important, but also the most important.

Due to the advantage of the huge number of users on these platforms, more and more financial users have been converted, and they have become the first wave of users to be introduced into the scope of Internet financial management, so that other financial management platforms will be able to target these users to do the secondary development, secondary guidance, and turn these users into their own users.

2. Don't know & want to know: This part of the user's degree of specialization is not particularly high, but there is a willingness to learn to improve the level of investment. Mainly this part of the user's products are flush love fund, shareholders school, etc., these products can provide users with basic investment education, market analysis and investment strategy, to help users to get a certain amount of room for growth.

3, know & want to know (more): This part of the user itself in the degree of self-knowledge is very high, and would like to know more knowledge, in the non-financial field, for this kind of crowd service platform, Zhihu can be regarded as a typical. In the field of finance and investment, the more typical is snowball, and snowball later out of the egg roll fund, TradeHero and so on.

On these platforms, there are expert users who share their analysis and portfolios of financial products and markets, and who learn from each other and observe each other's approaches to market analysis and portfolio management. The number of users in this quadrant is small and there is little room for financial products to earn returns.

4, know & do not want to know : here do not want to know, in fact, is mainly to express this part of the user does not need the platform to educate and guide, just want to quickly understand some simple information. This part of the user is the highest degree of professionalism in the market, its role is often fund managers, researchers and so on, their needs are concentrated in the query data, announcements or management of their own investment portfolio and so on. For this group of products, a typical product is the "Wind Information" financial terminal. But this user market is relatively small, technical and professional threshold is also relatively high.