In the face of the new normal of post epidemic situation, Oriental Securities Corporation's digital transformation

        The novel coronavirus pneumonia has destroyed the normal life, but also brought new opportunities. Last year, the securities companies launched the zero contact online service for epidemic prevention. Meanwhile, the hot spot of Taiwan Stock Exchange and the younger investors also promoted the proportion of Internet orders. According to the statistics of the stock exchange, by the end of 2020, both the number of electronic orders and the amount of electronic transactions in the overall market (centralized OTC buying) will account for more than 70%. In the red sea of fierce competition among securities companies, how does Oriental Securities Corporation break through the tight encirclement and promote electronic order? How will it continue to attract investors through the gorgeous transformation of financial technology in the future?

        Grasp the demand and create win-win situation with customers

        The electronic order service of securities industry has been implemented for many years in Taiwan, but the early securities companies are still in the exploratory stage, and the operating results are not particularly outstanding. With the popularity of computers and the increasing convenience of smart phones, in order to create a digital financial 3.0 environment and promote the online financial services of securities firms, Financial Supervisory Commission proposed the "white paper on financial technology development strategy" in May 2016, aiming to increase the proportion of securities electronic orders to 70% by 2020.

        At present, the proportion of electronic order transactions of Oriental Securities Corporation has reached 85%, far exceeding the target of Financial Supervisory Commission. Last year, it won the "outstanding Promotion Award of 109 electronic order competition" awarded by the stock exchange. The creation of blue ocean in the Red Sea is attributed to the following aspects:

        

        1. Special department: with the rise of the Internet and the trend of e-commerce, Oriental Securities Corporation has set up the "e-commerce Department" in order to attack the e-commerce community, to understand customer needs and use problems, and design solutions, so as to improve the quality of order service.

        2. Security and stability system: in the fast and fast stock market trading, Oriental Securities Corporation provides investors with the most stable and instant information regardless of the system host and network equipment, so as not to cause trading losses due to disconnection. In addition, we have established an internal control mechanism to ensure the security of online orders.

        3. Friendly operation of platform interface: Oriental Securities Corporation currently provides AP version of Oriental Petrochemical (Taiwan) Jinzhuan, Oriental Petrochemical (Taiwan) e Zhizhuan app and web version for customers to choose from. Each platform integrates Taiwan stock, futures trading and accounting information to meet the demand of financial commodity investment in one stop. Among them, "Oriental Petrochemical (Taiwan) Jinzhuan" visualizes a large amount of chaotic data in the daily financial market through the operation and analysis of the back-end program, and uses an intuitive interface to facilitate investors to select stocks and place orders.

        Oriental Securities Corporation also provides investor API concatenation service. Program traders can develop trading strategy application module by themselves, and use self-made interface to concatenate orders, so as to reduce network nodes and accelerate the efficiency of digital services.

        4. Marketing strategy: modern people have one machine, and customers can complete the market research or order by themselves. Therefore, Oriental Securities Corporation provides customers with a 30% discount on the service charge of electronic order, so as to create a win-win situation with customers.

        Make the best of the situation and invite the new generation to "slide" into Taiwan stock market

        Taiwan stocks have passed 50000 and 60000 passes, and now they are even more successful. Their outstanding performance has attracted investment, and Xiaobai has also actively entered. Last year, there were 670000 new accounts opened, accounting for 47.3% of the total population. Among them, young people aged 20-30 even accounted for 36.1%, which increased to 1.23 million. This shows that buying stocks is no longer the business of high asset groups. As long as they have the courage to invest, every investor will have a chance to earn enough.

        

        According to the observation, the main reason why young people join the stock market is that the community forces accelerate the popularization of financial knowledge, and securities companies have launched digital accounts to provide a friendly investment environment, so that young people are willing to open accounts and learn to invest. In order to attack the young people's market, before the outbreak of the epidemic, Oriental Securities Corporation went to the affiliated enterprise school for financial investment lectures from time to time, and the senior executives gave lectures in person. Through the cooperation between industry and school, they led the students to understand financial products and share investment ideas with teachers and students. However, during the period of epidemic prevention, we can't get close contact with each other. Oriental Securities Corporation has set up a new publicity zone on its official website to help invest Xiaobai establish a correct concept of investment and financial management.

        Of course, Oriental Securities Corporation is also aware that although young people have limited funds, they are indispensable to the market. So it launched an intraday zero share trading in October last year. It suggested that petty bourgeoisie buy zero shares to make a success. At the same time, in order to avoid investors making a price difference but paying for handling fees and other costs, the minimum price of the Asian stock exchange is 20 yuan, Starting from "the minimum handling charge of zero share electronic trading is 1 yuan", the petty bourgeoisie can easily "slide" out profits by making orders through the Oriental Petrochemical (Taiwan) e-finger.

        In addition, in order to attract new blood from the stock market, Oriental Securities Corporation also plans to launch a "regular quota" service in the first half of this year, which will select investment targets with both enthusiasm and stability. The company will collect all customers' funds, buy them directly in the market, and then distribute them according to the actual transaction price and the proportion of the number of shares entrusted for purchase. This kind of automatic deduction method is adopted, It is very suitable for investors who can't look at the market or forget to place an order at any time, especially for petty bourgeoisie to reduce the average cost and spread the risk through long-term holding, so as to achieve the goal of steady wealth accumulation through disciplined investment.

        Multi pronged digital transformation with key enterprises

        The epidemic highlights the need for digital transformation. At present, there are only six branches of Oriental Securities Corporation. "Online account opening" is absolutely the key to obtain new customers. In particular, the company set up a project team last year to plan and build the front / middle / back office related systems. At the same time, the company visited the financial technology innovation team, hoping to build a perfect platform through communication, so that customers can open accounts and trade quickly and smoothly, so as to improve customer satisfaction, and then increase the overall brokerage market share through word-of-mouth marketing.

        

        On the other hand, in view of the fact that the stock trading account needs to be matched with the bank delivery account, Oriental Securities Corporation has specially found far Eastern International Bank Bankee, a successful community bank. The two sides have held regular meetings for more than half a year to brainstorm, constantly discuss and correct, solve customer pain points, and optimize the overall process, We have successfully built a breakpoint free online account opening service. With the introduction of RPA into the background system by Oriental Securities Corporation, we have reduced the manual and highly repetitive operation processes such as account opening audit, credit granting and requisition, so as to improve the overall efficiency and accuracy. It is expected to be launched in the third quarter of this year, We believe that we can provide investors with friendly and fast service and smooth user interface. In the future, we plan to further launch preferential projects with Bankee to give full play to the group's comprehensive effect.

        2021 can be said to be the first digital year of Oriental Securities Corporation. Although it started late in financial technology, it is still striving for digital transformation. In addition to continuously optimizing the company's electronic trading platform through a large amount of user experience feedback, it will meet all the needs of customers online. After the online account is opened in the future, Zero distance online financial services will be launched one after another (such as open letter users, online application for unlimited funds lending, etc.). In addition, in order to open up channels for interaction with customers, Oriental Securities Corporation actively constructs customized investment, collects customers' digital footprints, combines their trading behavior, and uses AI intelligent learning ability and cloud computing to provide investors with customized intelligent stock selection reference; And use big data analysis to accurately target customers, effectively promote the company's goods or business, and create more profits.

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