2020年8月6日，诺亚财富市值折合135亿元人民币。2019年3000名员工，其中理财师1209人，员工人均销售额2624万元，折合理财师人均销售额6493万元，员工人均营收114万元，员工人均贡献净利润29万元。财富管理行业营收为佣金和销售费等，与实业产品营收不同。
诺亚财富：1.45万名活跃客户785亿投资额，如何评估你的销售模型？
诺亚财富：1.45万名活跃客户785亿投资额，如何评估你的销售模型？
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数据来源：NYSE，企业年报"},{"insert":"\n\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"中国高净值家庭388万户&第三方理财市场份额"},{"insert":"\n"},{"insert":{"image":"P11094959-72802fd51c906b66ff8283f9fcef5ebc_4363804_1389_784.png"}},{"insert":"\n钜派投资集团：客户重复购买率达75%"},{"attributes":{"header":3},"insert":"\n"},{"insert":"\t"},{"attributes":{"lineHeight":"150%"},"insert":"我们来看同为纽交所上市公司钜派投资，股价从2018年最高区间已跌去了90%，处于历史最低水平，市值仅约4亿元人民币，2019年亏损1.65亿元。但不妨碍我们做为比对提炼财富管理一些行业共性经营指标。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"钜派客户年人均投资金额最高443万，2017年1.28万人投出543亿。2019年客户重复购买率达到75%。2019年钜派2973名客户成交，贡献了近百亿投资额，客户人均投资金额330万元。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"在团队效率方面，911员工，人均交易额1079万元，约为诺亚财富的41.1%。196名理财师，占全员比例21.5%，折合理财师人均交易额5014万元，略低于诺亚22.8%，诺亚为6493万元。钜派客户拓展专员团队306人占比33.6%，产品开发团队148人占比16.2%。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"财富管理公司客户重复购买率达75%"},{"insert":"\n"},{"insert":{"image":"P11094959-6c3de5ad32898edd51cfd33ecebf0a43_4363804_1389_784.png"}},{"insert":"\n问题来了：如何评估你的销售模型？"},{"attributes":{"header":3},"insert":"\n"},{"insert":"\t"},{"attributes":{"lineHeight":"150%"},"insert":"大洋产服从诺亚公布的经营数据发现，累计注册用户的5%为活跃成交客户，意味着客户池规模为成交客户的20倍，要有这个基数才能保证金融业务的良性发展。再往下深入，我们会发现，有的财富管理公司，会有单个客户单笔投资一两亿元以上，活跃的几十名客户贡献了50%投资额。再高金额的，则会直接成立自己的投资团队。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"看来，财富管理行业的客户销售模型，与房地产卖房子蓄客相差无几。近年来新盘蓄客，间接的广告费用的整体预算比例是大幅降低，费用预算几乎重比例投入在直接的蓄客，为每批到访客户买单、为每批成交客户提供直接的佣金。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"星河湾在房地产行业，是较早的客户俱乐部运营，增值赚钱效应，老客户复购和老带新。现在，恒大将全民经纪人模式发挥到极致，把其他房企的员工、经纪公司员工、业主直接拉入APP在线带货，通过广告和全网推广把公众拉入APP全民经纪人池子。当这个客户销售模型建立起来了，就可开展新品类收割，照样可以卖恒驰新能源汽车。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"据大洋产服观察，无论是财富管理公司、私募基金公司、城商行，还是客户驱动的实体企业，形成有效的客户销售模型，都是一件不容易做到的事情，而这却是企业谋求连续增长的前提逻辑。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"在营销理论中，即使2B的企业，也必须帮助客户发展生意。只有拥抱终端客户，走进客户生活方式，才算是高效的销售模型建设。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"对于老板来说，所有的事都是一件事。销售模型是市场可行性命题，是企业经营的起点。产品开发、供应链、组织变革、战略与投资、系统性经营风险管控、企业三年五年经营目标都需要相应协同，需要统一在企业的经营预算和全面经营计划中。销售数字化，是企业数字化转型的起点，让企业经营系统逐渐接近实时智能协同。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"如有需要，联络我们，免费获取上面两家财富管理公司的财报、经营分析PPT、经营概览数据分析表格。也可以第三方独立视角，评估你企业的销售模型，让企业少走弯路，谋求确定性增长。"},{"insert":"\n\t\n"},{"attributes":{"bold":true},"insert":"合作邀约：打造面向未来的财富管理机构"},{"attributes":{"header":2},"insert":"\n"},{"insert":"\t"},{"attributes":{"lineHeight":"150%"},"insert":"我们的上一篇文章《诺亚财富：1.45万名活跃客户贡献785亿投资额，如何评估你的销售模型？》，基于纽交所中国财富管理公司年报数据，分析了诺亚财富和钜派，所代表的财富管理机构销售模型。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"一家成熟的财富管理机构，历史累积总客户量的5%为年度活跃客户，贡献全年的募资额。平均客户投出300至500万元人民币。募集100亿的资金，需要2000至3000名出资人，需要4万至6万名高净值客户池。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"向前辈致敬和学习，行业正在重新想象和构建面向未来的财富管理，用数据资本重构财富管理生态，让每一分钱都有财富倍增的可能。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"大千智库探索面向未来的产业组织形态。在财富管理领域，大千智库探索建立成就投资者人生理想的客户社区，践行可信营销。在技术层面，我们可以通过建设和运营一个数字化直销中心，达成行业头部机构的平均募资效率。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"我们面向私募基金、财富管理、独立基金销售机构、城商行、保险、资管、国企金控平台等，具备专业产品研发、研究和一二级市场投资能力，拥有财富管理资质的机构，发起共同成立数字化直销中心，开启面向未来的财富管理。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"项 目："},{"attributes":{"lineHeight":"150%"},"insert":"数字化直销财富管理公司（名字待定）"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"城市选择："},{"attributes":{"lineHeight":"150%"},"insert":"北京、深圳优先"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"募资能力："},{"attributes":{"lineHeight":"150%"},"insert":"首年目标2至5亿元起步，三年内达成年30亿量级募资能力"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"上线周期："},{"attributes":{"lineHeight":"150%"},"insert":"2个月"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"基础预算："},{"attributes":{"lineHeight":"150%"},"insert":"500万元起。预算包含：软硬件上线成本100万元+年运营成本200万元+首年数字化运营团队员工基本薪酬费用200万元。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"盈利模式："},{"attributes":{"lineHeight":"150%"},"insert":"参照诺亚财富。募集业务相当于不高于50%的GP权益，稳健运营后可探索设立资产管理公司。"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"投资回收期："},{"attributes":{"lineHeight":"150%"},"insert":"约6个月"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"融 资："},{"attributes":{"lineHeight":"150%"},"insert":"增资1000万元"},{"insert":"\n\t"},{"attributes":{"lineHeight":"150%","bold":true},"insert":"投资回报：（1）"},{"attributes":{"lineHeight":"150%"},"insert":"50%利润优先返还出资人投资额，出资人同时占股30%；（2）连续五年优先给出资人募资平均每年不低于2亿元，或三年内累计给投资人募资不低于5亿元。"},{"insert":"\n\t\n\t"},{"attributes":{"lineHeight":"150%"},"insert":"欢迎意向合作方预约面谈。"},{"insert":"\n\n"}]
