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文/DoNews新锐作者 杨晓帆

先说下网址,淘宝理财频道的网址是licai.taobao.com/,没有对外推广,不好找。目前有泰康,太平洋,交行三家的产品。

太平洋和泰康人寿都是保险业,未来中国平安也会进来。其实淘宝卖保险从几年前就开始了,淘宝有专门的保险频道baoxian.taobao.com 消费险这块相对成熟了,主要是意外险、车险等,保险可以在线下单,淘宝有专门的接口和流程。不过泰康和太平洋都出了投连险,开始尝试放一些投资属性的产品了,买之前需要做风险测评,评测不合格不能购买,合格后进入支付宝付款,支付成功后得到一个保单号。

比较有意思的是新开的交行旗舰店,是第一家试水的银行。银行能卖的金融产品很多,但目前真正能通过电商购买的只是实物类的贵金属,基金和理财服务等只能预约。说白了就是展示和导流量,直接用框架导向到了交行自己的官网。但产品线是很全的,志不在小。

这次淘宝理财频道的重点应该还不光是保险和贵金属,如果仅仅是保险其实和淘宝保险频道重合度很高,重头戏应该会放在基金上。基金的销售和卖衣服卖袜子不一样,甚至和卖保险都有很大区别。保险的销售中由于有退保成本存在,所以和渠道是一次性确认利润的。但是基金不同,基金的销售是一个持续的过程,有一个“尾随佣金”的东东,这部分的收入甚至能占到年管理费的40%以上,利润颇丰。

国内金融领域的监管很严,基金门户网站熬了很多年,拿到第三方牌照后就等着把流量变现解渴,从好买尾随事件就能看出基金门户目前的盈利压力。现在淘宝进来搅局虽然短期的冲击不大,但是长期看将彻底改变竞争格局。而且这种做法把规矩打破了,即:不用拿到第三方基金销售拍照也可以卖基金。

牌照优势丢掉以后,淘宝理财频道竞争者们的优势就在于内容领域的先发和垂直客户的积累了,淘宝理财频道现在还很简陋,内容和人气的积累是需要时间的。现在淘宝理财的基金和银行理财频道都是和雅虎合办的,直接链接到了雅虎的基金和银行理财频道。

以上谈到了基金、贵金属、保险。至于投资理财中的重要角色证券行业,由于监管的原因,目前在互联网领域各大机构还在停留在观望中。虽然郭树清年初创新大会口风有所放松,但是关键的收费主体和文本面签两个环节还没有突破,所以淘宝的理财频道短期内应该不会涉及到证券行业,但是在未来不排除通过交行那种嵌入模式将券商的投资顾问产品放上去。

现在金融产品电商的天花板在于如何突破监管和改变消费习惯,淘宝如果能创出一条路的话,无论对互联网界还是对金融界都是好事。

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