Stock Account Opening Now Offers "Premium Numbers"! Brokers Deploy New Strategy to Win Customers, Can Emotional Value Attract More Clients?

Source: Daily Economic News Author: Chen Chen

“666,” “888,” “999”… When buying a new car and choosing a license plate, who isn’t glued to the screen, hoping to get such a lucky number?

Today, this obsession with “lucky numbers” has quietly spread to the securities investment field—recently, many brokerages have launched a craze for “selecting lucky account numbers” when opening stock accounts, turning the originally randomly assigned account numbers into new bargaining chips to attract clients.

According to industry insiders, several brokerages including Dongwu Securities, Guojin Securities, Guoxin Securities, Hualin Securities, and Eastmoney Securities are now offering customized exclusive lucky account number services for new clients. Amid a fierce industry commission battle reaching “rock-bottom,” some brokerages are trying to break the homogeneous competition with this low-cost, differentiated service.

However, behind this seemingly lively “client grabbing” war, deeper industry concerns are hidden.

An industry insider said that emotional value cannot fully replace professional investment guidance. Customers attracted by marketing tricks face clear challenges in retention and conversion.

Opening accounts can also involve choosing “lucky numbers”—several brokerages have launched customized services

First, let’s clarify the difference between securities accounts and fund accounts:

A securities account, commonly called a “shareholder card,” is a sub-account generated by the China Securities Depository and Clearing Corporation (CSDC), serving as the basic proof for investors entering the stock market, similar to a vehicle’s “driving license”; a fund account is a dedicated “trading account” assigned by the securities company to the investor, which can be linked to the securities account. When logging into brokerage trading software and executing buy/sell operations, it is this fund account number that is used.

Daily Economic News reporters learned that currently, Guojin Securities, Guoxin Securities, Hualin Securities, Eastmoney Securities, and Dongwu Securities have all launched services for new clients to customize lucky account numbers.

Operationally, each brokerage has its own approach. Guojin Securities and Guoxin Securities require new clients to contact a client manager before opening an account; Hualin Securities, Eastmoney Securities, and Dongwu Securities allow new clients to operate directly through their apps.

A representative from Hualin Securities told reporters that completing the “lucky number” selection via the app is based on the company’s digital transformation and customer needs insights, balancing efficiency and experience.

Additionally, a representative from Dongwu Securities explained, “To meet the needs of different client segments, we provide online self-service options for most internet-savvy new clients, and also offer personalized services through branch managers for high-net-worth clients.”

Below are the specific procedures for the five brokerages’ new client “custom lucky number” services:

Guojin Securities—New clients contact a client manager first, receive a QR code for lucky numbers, input their preferred last four digits of the fund account, select a lucky number, and complete the account opening.

Guoxin Securities—New clients contact a client manager first, receive a link titled “Choose Lucky Number, Good Luck,” input their preferred last four digits, select a lucky number, and complete the process.

Hualin Securities—Download the Hualin Securities Dolphin App, search for “Choose Lucky Number” on the homepage, go directly to the lucky number selection page, input preferred last digits, select a lucky number, and finish opening.

Eastmoney Securities—Download the Eastmoney Securities App, search for “666” or “Number Selection” on the homepage to enter the activity, input the preferred last four digits, select a lucky number, and complete the account opening.

Dongwu Securities—Download the Dongwu Xiucai App, click on the “Smart Selection Gift Pack” banner on the homepage to enter the activity, customize a dedicated gift pack, and after payment, receive a designated lucky number. Different gift packs offer varying last digit options (2, 4, or 6 digits) or rules.

Can offering differentiated services like “lucky numbers” break the deadlock?

Why are many brokerages intensively adding “lucky number” services now?

In fact, behind this is the industry’s frustration with the commission war reaching a freezing point and the need for change. Industry insiders say that brokerages launching “lucky number” activities are exploring new avenues after commissions fell to “rock-bottom.”

For example, in Shanghai, the average A-share commission rate is projected to drop to 1.92 basis points in 2025 (note: 1.92 basis points, meaning a 10,000 yuan stock transaction would incur about 19.2 yuan in commission; in stock trading, a single commission under 5 yuan is charged as 5 yuan), a 13.9% decrease year-on-year.

Moreover, representatives from Eastmoney Securities and Dongwu Securities confirmed that, under certain conditions, new client accounts can even be offered commissions as low as 1 basis point. Some smaller brokerages have reduced Shanghai and Shenzhen stock commissions to 0.754 basis points, and after depositing 15,000 yuan, commissions can be further lowered to 0.691 basis points.

In this highly competitive environment, brokerages are not only fighting over commissions but also innovating services—“lucky number” selection is one of the key ways to differentiate.

This shift also prompts industry reflection.

Zhang Pengyuan, a researcher at PaiPaiWang Wealth, told Daily Economic News that the launch of “lucky account number” services signals positive change: first, it promotes a shift from cold transactional platforms to emotionally connected services, adding a sense of ritual to meet clients’ deeper emotional needs; second, it reflects refined retail operations, showing brokerages are moving beyond price competition to focus on customer experience; third, by carrying emotional value, it conveys human care, quickly bridging the gap with investors and aligning with the industry’s trend toward wealth management transformation.

Zhang further pointed out that, in the context of commissions hitting “rock-bottom,” micro-innovations like “lucky numbers” provide important inspiration for retail transformation. They demonstrate a low-cost, differentiated approach that can quickly attract attention in a highly homogeneous market. This encourages the industry to shift from “sales-driven” to “service-driven,” focusing on experience details to find non-price competitive advantages, and catering to the personalized needs of the new generation—becoming a new path to reach young clients and upgrade services to personalized offerings.

Brokerages also have clear positioning. A representative from Guojin Securities said, “The ‘custom lucky number’ service not only helps investors remember their accounts easily, avoiding forgetfulness that affects efficiency, but also provides a special commemorative meaning.”

A manager from Hualin Securities also noted that the core reason for launching this service is to meet the needs of investors seeking personalized trading accounts, providing a more thoughtful investment experience.

Short-term “lucky streaks” to attract clients—brokerages face the challenge of customer retention

This micro-innovation has also sparked different reactions in the market.

From the brokerages’ perspective, all institutions have high hopes for this service. From investors’ side, a representative from Eastmoney Securities revealed that inquiries about applying for lucky numbers have been quite active recently.

One investor interviewed said, “This customized lucky number is pretty good. I’ll use my birthday as the last four digits, which is meaningful, and I can remember it easily.” The investor also mentioned recommending this service to friends, who chose lucky numbers as their account suffixes for good luck.

“The process to apply for a lucky number is simple, with no technical barriers, and it’s attractive to some new clients,” said an industry insider. However, they also pointed out, “Emotional value cannot fully replace professional investment guidance. Customers attracted by marketing tricks face clear challenges in retention and conversion.”

First, lucky number resources are inherently scarce, limiting large-scale expansion. A Guojin Securities advisor told reporters, “Lucky numbers are limited—like premium phone numbers, each one is rare. If every new client applies, the supply will quickly run out. Our current strategy is to only provide lucky numbers to clients who proactively request them.”

Second, the bigger challenge lies in retaining clients after acquisition. Industry insiders say that while lucky numbers with a “fortune buff” can be effective in attracting clients, relying solely on short-term “good luck” is insufficient for long-term retention. Zhang Pengyuan analyzed that the appeal of lucky numbers is fleeting; without continuous, professional investment advice and experience support, clients are likely to leave due to a lack of sense of gain.

He emphasized that investors’ core demand is long-term, sustainable asset growth. Lucky numbers cannot replace professional research and a coherent service system. Industry data shows that new clients tend to churn quickly; relying only on initial “good luck” makes it difficult for brokerages to break the cycle of “client acquisition and loss.” Solid, long-term services are essential to build genuine customer loyalty.

What comes after emotional value? Focusing on AI and service integration

Faced with multiple challenges, brokerages are turning their attention to deep integration of technology and services.

A representative from Dongwu Securities told Daily Economic News that the next core competitive barrier in retail brokerage is the comprehensive capability of “technology empowerment + professional services + ecosystem building,” which is also key to sustainable development.

“Dongwu Securities continues to innovate in services to meet investors’ emotional and experiential needs; meanwhile, focusing on the deep water of wealth management transformation, we are making efforts in technological empowerment, professional services, and business synergy to break homogeneous competition and create long-term value for investors. We are also exploring feasible paths for high-quality development of retail brokerage,” the representative said. “Besides lucky number services, we are also providing personalized 1-on-1 services for clients.”

Guojin Securities is also investing in buy-side advisory and fintech. A related executive said the company is advancing AI-driven wealth management services, continuously deepening the transformation of buy-side advisory.

They revealed that Guojin Securities has increased investment in fintech R&D, aiming to develop service paradigms and practical tools centered on “AI advisory.” The AI advisory system addresses core investment questions like “What to buy, when to buy, when to sell, and how to handle existing holdings,” using a “strategy + service” model. Several scenario-based products have been launched, such as AI stock picking, AI portfolio optimization, AI fund selection, and AI ETF trading.

“Additionally, Guojin Securities combines AI advisory with human advisors, offering upgraded services where professional investment consultants interpret AI-generated strategies, provide timely alerts on signals, opportunities, and risks, and help clients dynamically adjust their portfolios according to market conditions,” the insider added.

Starting from the small entry point of “lucky numbers,” brokerages continue to innovate, further consolidating their development foundation and enhancing client service capabilities. Of course, beyond emotional value, the real long-term value creation and customer trust-building will come from the ongoing deepening of buy-side advisory transformation.