Zheshang Securities-Scalable Open Financial Architecture(SOFAStack)-阿里云帮助中心

Customer profile

浙商证券

Zheshang Securities Co., Ltd. was established on May 9, 2002. It is a comprehensive securities company approved by the China Securities Regulatory Commission (CSRC) with a registered capital of CNY 3.614 billion. As of the end of 2020, the company had total assets of CNY 91.1 billion and net assets of CNY 19.3 billion. With over 100 branches across 22 provinces, its services cover the Pearl River Delta, Yangtze River Delta, and Bohai Rim economic zones. This presence in China's most active provinces provides a foundation for comprehensive investment and financing services and creates a nationwide wealth management network.

Business challenges

As the Internet matures, growth dividends are shrinking and customer acquisition costs are rising. The growth rate of Internet users has been below 10% for six consecutive years, falling to 5.6% year-over-year at the end of 2018. In response, securities companies are increasing online promotions, strengthening channel partnerships, and launching intensive marketing campaigns to improve customer acquisition. The retail brokerage business is returning to its service-oriented roots. This means focusing on users and providing responsive customer service with an excellent user experience.

Solution

Zheshang Securities collaborated with Hundsun Technologies, Alibaba Cloud, and Ant Group to design a technical path for a distributed architecture. They built an Internet-based user center business system on this new architecture. The user center supports the use and management of customer information across the group. It increases the value of customer information, strengthens the data and system foundation, and drives the company's complete transformation to a user-centric model.

Customer value

Unified management: The user center manages user data from endpoints such as apps, WeChat, and websites in a unified way, based on registered Internet users. This enables data sharing and administration across all endpoints, which solves the problems of information silos and data fragmentation. It also establishes company-wide service standards and provides unified user authentication and access.
Unified identification: The solution establishes a service for central registration, unified identification, and real-time sharing. This service centrally registers key customer information, unifies identity information, and shares critical data in real time, providing all application systems with real-time, complete, consistent, and authoritative user data.
Faster transactions: The user center starts by gradually decoupling the retail brokerage business. It progressively enriches user profiles based on user type, such as browsing users, registered users, wealth management users, trading users, and professional investors. User information and account services are separated from the core business system for unified management. This allows the order processing system to focus more on the trading tunnel service.
Reduced risk: The user center is the sole, authoritative source for user data required by application systems, and it manages and distributes this information. By acting as the single entry point for data collection, the user center ensures data consistency. This fundamentally prevents the risk of information inconsistencies for the same customer across different accounts and systems. It also meets regulatory requirements for the uniqueness of customer information.