What is Sales and Marketing Strategy of Haitong Securities Company?

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How does Haitong Securities win clients across China and abroad?

Haitong shifted to a 'digital-first wealth' model from 2020–2022, launching smart advisory tools and an upgraded app that pushed mobile-active brokerage above 70% of retail users, stabilizing fee income amid low A-share turnover.

Haitong evolved from branch-led brokerage to an omnichannel platform—digital brokerage, institutional sales, investment banking and asset management—leveraging scale, risk controls and cross-border execution to defend market share.

What is Sales and Marketing Strategy of Haitong Securities Company? Short answer: omnichannel distribution, digital acquisition, targeted institutional coverage, and brand positioning around scale and cross-border capability; see Haitong Securities Porter's Five Forces Analysis.

How Does Haitong Securities Reach Its Customers?

Sales Channels for Haitong Securities centre on a digital-first retail platform complemented by a nationwide branch network, institutional sales desks, investment banking origination, asset management distribution, and a Hong Kong cross-border hub to serve both domestic and offshore clients.

Digital & mobile brokerage

Haitong’s mobile app and web portal are primary retail conduits; industry peers report 80–90% mobile order share and Haitong’s mobile-active ratio exceeded 70% of retail clients by 2023, offering smart order routing, IPO subscription, fund supermarket, and robo-advisory.

Physical branches & RMs

Several hundred outlets and sub-branches across mainland China focus on KYC, onboarding of affluent and mass-affluent clients, and cross-selling wealth products; branch traffic has declined as trade share but remains a primary lead source for high-value accounts.

Institutional sales & trading

Dedicated teams in Shanghai, Shenzhen, Beijing and Hong Kong serve mutual funds, insurers, QFIs and hedge funds with research access, block trading, derivatives and prime-like services; post-2020 electronic DMA and algo channels have expanded to capture quant flows.

Investment banking coverage

Sector-focused originators source ECM/DCM and M&A mandates via C-suite relationships, PE/VC networks and SOE/local government channels; Haitong ranked among leading underwriters in China in select years and DCM remained relatively resilient through 2023–2024.

Asset management, cross-border & evolution

Haitong Asset Management distributes public funds and tailored mandates via the app, third-party fund platforms and bank/insurer channels; Haitong International in Hong Kong provides brokerage, ECM/DCM and structured products to offshore investors and southbound mainland clients.

Third-party online fund supermarkets broaden reach to younger investors and support digital marketing and client acquisition.
Bank and insurer partnerships deepen distribution into the mass-affluent segment and institutional channels.
Cross-border capabilities include dual-listing support, Dim Sum and Reg S-144A access plus structured-note distribution to professional investors.
Since 2018 the channel mix shifted toward digital DTC to lower CAC and improve engagement while strengthening institutional and IB channels for fee stability amid A-share turnover contraction in 2022–2024.

For historical context on the firm’s channel evolution see Brief History of Haitong Securities.

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What Marketing Tactics Does Haitong Securities Use?

Marketing tactics center on digital-first acquisition, lifecycle CRM, and research-led engagement to drive funded-account growth and product penetration across retail, HNW, and institutional segments.

Digital acquisition

SEO and ASO optimize the Haitong app for search and app-store visibility around IPOs and fund launches; paid search and app-store ads are timed to market events.

Content hubs

Educational hubs on equities, funds, and derivatives serve top-of-funnel needs and improve organic traffic and engagement metrics.

Personalized push

Data-driven push notifications are personalized by risk profile and behavior to boost activation; targeted pushes raised conversion in pilot cohorts by 15–25%.

Social platforms

Presence on WeChat, Weibo, Douyin and Zhihu drives top-of-funnel traffic; KOL collaborations on Douyin/Bilibili expanded reach to Gen Z during 2023–2024.

Lifecycle CRM

CDP-driven segmentation (new-to-investing, active traders, income-focused, HNW) informs onboarding, risk quizzes and product recommendations across channels.

Event-triggered campaigns

Event-triggered emails and in-app messages promote IPO subscriptions, bond funds during rate cycles, and tax-advantaged products near year-end to boost wallet share.

Research-led engagement

Flagship strategy notes, sector deep-dives and webinars anchor institutional and affluent client acquisition; research distribution via terminals and secured portals supports sales-trader and IB origination.

Webinars and whitepapers convert institutional leads; targeted outreach raised institutional trial rates by 20%.
Distribution through terminals increases touchpoints for corporate access and IB mandates.
Thought leadership underpins brand trust in national finance press and TV commentary.
Linking research to RM workflows improves cross-sell of investment banking products.

Traditional media & events

Financial TV commentary, national press interviews and investor-education series with regulators support credibility; offline seminars and branch events drive local acquisition and campus recruiting.

Sponsorships of finance forums and university competitions aid employer branding and talent pipelines.
Branch seminars and roadshows target HNW and regional retail segments for face-to-face conversion.
Media appearances timed to earnings seasons and market volatility increase inbound inquiries.
Regulatory partnerships enhance investor-education reach and compliance alignment.

Technology stack

Marketing automation integrated with risk/CRM, A/B testing on funnels, and dashboards track CAC, LTV, funded-account conversion, churn, and product penetration to optimize spend.

CDP and CRM integration enable segmentation and real-time personalization across channels.
A/B testing on onboarding funnels raised funded-account conversion by 12% in recent pilots.
AI-based lead scoring prioritizes RM outreach to HNW prospects, improving lead-to-meeting rates.
Analytics monitor CAC vs LTV to shift budget toward performance channels post-2020.

Evolution & innovation

Post-2020 greater spend shifted to performance channels; experiments with gamified learning and paper-trading contests improved trial-to-funded conversion in 2023–2024.

Influencer KOL campaigns on short-video platforms increased younger-account openings; Gen Z share rose in 2024 cohorts.
Gamified modules and contests delivered higher engagement and a 18% uplift in funding among participants.
Continuous testing of pricing and promotional mechanics during IPO windows optimized subscription rates.
Cross-border marketing tactics emphasize localized messaging across APAC to support international product distribution.

For related strategic context see Mission, Vision & Core Values of Haitong Securities

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How Is Haitong Securities Positioned in the Market?

Haitong positions as a trustworthy, full-stack, cross-border Chinese investment bank and wealth partner, offering comprehensive solutions from everyday investing to complex capital markets with a focus on risk discipline and institutional credibility.

Brand Promise

Comprehensive service spectrum across brokerage, wealth, investment banking and asset management, emphasized as reliable and prudent for retail and institutional clients.

Visual & Voice

Blue/white visual identity signals stability; tone of voice is analytical and educative, not hype-driven, reinforcing institutional trust.

Key Differentiators

Breadth of services and cross-border execution via international arm; deep research capabilities and award recognition in research and fixed income underwriting strengthen credibility.

Retail vs Institutional Offerings

Retail: convenient digital investing with investor protection and onboarding; Institutional/Corporate: consistent execution, distribution and bespoke capital markets solutions.

Cross-Border Execution

Haitong leverages its international platform to offer cross-listing, RMB internationalization services and connectivity for clients in Asia-Pacific, Europe and Hong Kong.

Research-Led Marketing

Research drives product marketing and client outreach; awards in equity and fixed income research support lead-generation and institutional trust.

Omnichannel Distribution

Consistent branding across app, branches and institutional channels; omnichannel distribution targets mass retail, HNW clients and corporate issuers.

Digital Transformation

Investment in digital platforms and CRM improves client acquisition and retention; mobile app and online brokerage support rapid scaling of retail trading volumes.

Investor Protection & Compliance

Brand emphasizes prudence via strict risk controls, compliance frameworks and investor education to differentiate in a competitive Chinese market.

Market Responsiveness

Rapid content recalibration and client communications during market volatility and policy changes maintain trust and manage sentiment.

Performance Signals & Metrics

Key KPIs used to measure brand and sales effectiveness include client acquisition rate, assets under management growth, underwriting market share and research citation/award recognition.

Client acquisition and active account growth tracked monthly
Assets under management growth and net inflows as primary retail wealth metrics
Investment banking deal count and underwriting fees market share
Research awards and institutional distribution reach

For segmentation and targeted tactics across retail, HNW and institutional clients, see further market context in the article Target Market of Haitong Securities.

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What Are Haitong Securities’s Most Notable Campaigns?

Key campaigns focused on shifting retail clients to digital channels, capturing IPO flows, stabilizing revenues with fixed income, expanding cross-border reach, and reinforcing investor education—each tied to measurable onboarding, activation and revenue outcomes across 2020–2024.

Digital Wealth Onboarding Drive (2021–2022)

Objective: migrate branch-first retail to app-based investing and grow funded accounts. Creative: 'Invest Smarter, Anytime' with tutorials, risk quizzes, and zero-commission ETF promos. Channels: app stores, WeChat mini-programs, Douyin KOL explainers, branch seminars. Results: mobile-active clients surpassed 70% of retail base; improved 30–90 day activation and cross-sell into mutual funds and bonds; lower CAC versus branch-originated accounts.

IPO Season Accelerators (Recurring 2020–2024)

Objective: capture subscription flows in mainland and HK IPOs. Creative: countdown content, issuer webinars, explainer infographics. Channels: in-app IPO center, WeChat articles, livestream Q&As, targeted push notifications. Results: higher IPO participation in peak quarters, uplift in margin financing income from oversubscriptions, and tighter research-to-sales conversion.

Fixed Income for Stability (2022–2023)

Objective: offset equity volatility by promoting bond funds and structured-deposit-like products. Creative: 'Ride Out Volatility with Income' plus yield/holding-period calculators. Channels: in-app banners, email nurtures, financial TV interviews, branch workshops. Results: portfolio mix shifted toward fixed income, stabilizing fee revenue amid weaker A-share volumes.

Cross-Border Access with Haitong International (2023–2024)

Objective: grow southbound investor base and offshore ECM/DCM distribution. Creative: case-led storytelling on HK listings and offshore bonds, bilingual research briefs. Channels: LinkedIn and WeChat for professional investors, issuer webinars, exchange cooperation. Results: higher professional investor onboarding in HK and clearer pipeline for cross-border mandates.

Investor education and risk-awareness work ran continuously to reduce complaints and boost compliance metrics.

Investor Education & Risk Series (Ongoing)

Short videos on trading risks, derivatives primers, and rumor debunking across Zhihu, Douyin and branch classes. Results: improved platform NPS in targeted cohorts, fewer error-trade incidents, stronger regulatory goodwill.

Distribution & Channel Mix

Omnichannel approach blended digital (app, WeChat, Douyin), branches and televised PR to optimize CAC and LTV. This supported Haitong Securities sales strategy and Haitong Securities marketing strategy objectives of client acquisition and retention.

Performance Metrics

Key KPIs tracked: mobile activation rate, funded-account growth, IPO participation, margin financing income, product-mix shift to fixed income, NPS and complaint rates. These informed Haitong Securities business development and digital marketing prioritization.

Targeting High-Value Segments

Campaigns used behavioral segmentation and wealth-tier targeting to acquire high-net-worth and professional investors, supporting cross-border marketing and sales tactics and CRM-driven upsell funnels.

Research-to-Sales Integration

Issuer webinars and bilingual briefs strengthened the research-sales loop, improving conversion for ECM/DCM mandates and institutional product distribution.

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