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 watching the screen closely, hoping to get such a lucky number?

Today, this obsession with “lucky numbers” has quietly spread into the securities investment field—recently, many brokerages have launched a craze for “selecting attractive 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 numbers for new account holders. Amid a fierce industry commission battle reaching “rock-bottom,” some brokerages are trying to break the homogeneous competition by providing this low-cost, differentiated service.

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

Some industry experts say that emotional value cannot fully replace professional investment guidance. Customers attracted by clever marketing tactics face clear challenges in retention and conversion.

Choosing a “Lucky Number” When Opening an Account: Multiple Brokerages Launch Custom Services

First, let’s clarify the difference between a securities account and a funds account:

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 of an investor’s entry into the stock market, similar to a vehicle’s “driving license.” The funds 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 the brokerage trading software and executing buy or sell orders, it is this funds account number that is used.

Daily Economic News reporters have learned that currently, Guojin Securities, Guoxin Securities, Hualin Securities, Eastmoney Securities, and Dongwu Securities all offer services for new clients to select customized lucky 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, while 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 aligns with 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 to customize their numbers, and also offer personalized services through branch managers for high-net-worth clients.”

Below are the specific procedures for five brokerages offering customized lucky numbers for new clients:

• Guojin Securities—New clients contact a client manager to get a QR code for the lucky number, input their preferred last four digits of the funds account, select the lucky number, and complete the account opening.

• Guoxin Securities—New clients contact a client manager to receive a link titled “Choose a Lucky Number, Good Luck,” input their preferred last four digits, select the 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 selection page, input the desired ending digits, select the lucky number, and finish opening the account.

• 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 the lucky number, and complete the account setup.

• Dongwu Securities—Download the Dongwu Xiucai App, click on the “Smart Selection Gift Pack” banner on the homepage to participate, customize a special gift pack, and after payment, receive a designated lucky number. Depending on the gift pack chosen, the last digits (2, 4, or 6) or rules are adjusted accordingly.

Can “Lucky Number” Selection Bring Breakthroughs?

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

In fact, behind this is the industry’s frustration with the current low point of commission wars and the desire for change. Industry insiders say that the launch of “lucky number” activities by brokerages is an alternative approach after commissions have fallen to “rock-bottom.”

For example, in Shanghai, the average commission rate for A-shares in 2025 dropped to 1.92 basis points (note: 1.92 basis points, meaning a 10,000 yuan trade costs 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 clients can even be offered commissions as low as 1 basis point. Some smaller brokerages have reduced commissions on Shanghai and Shenzhen stocks 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 in services—“selecting lucky numbers” is one of the key ways to differentiate.

This shift also prompts industry reflection.

Zhang Pengyuan, a wealth researcher at PaiPaiWang, told Daily Economic News that the launch of “lucky number” account services signals positive change: first, it promotes a shift from cold transactional platforms to emotionally connected services, creating 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 number” selection provide important inspiration for retail transformation. They demonstrate a low-cost, differentiated approach to stand out 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, opening new paths to reach young clients and upgrade services to personalization.

Brokerages also have clear positioning. A representative from Guojin Securities said, “The ‘custom lucky number’ service helps investors remember their account easily, avoiding forgetfulness that affects trading efficiency, and 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 who desire personalized trading accounts, providing a more thoughtful investment experience.

Short-term “Good Start” for Client Acquisition: Facing Client Retention Challenges

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

From the brokerage side, all institutions have high hopes for this service. From the investor perspective, a representative from Eastmoney Securities revealed that there are still many inquiries about applying for lucky numbers recently.

Some investors 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.” They also mentioned recommending this service to friends, who choose 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 one industry insider. However, they also pointed out, “Emotional value cannot fully replace professional investment guidance. Customers attracted by clever marketing 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, just like premium phone numbers—once used, they’re gone. If every new client applies for one, the supply will quickly run out. Our current strategy is to offer lucky numbers only when new clients request them.”

Second, the bigger challenge is retention after acquiring clients. Industry insiders say that while lucky numbers with a “fortune buff” can help attract clients initially, relying solely on short-term “good luck” is insufficient for long-term retention. Zhang Pengyuan from PaiPaiWang analyzed that the appeal of lucky numbers is short-lived; without continuous, professional advisory services and experience support, clients are likely to leave due to lack of a sense of gain.

He emphasized that investors’ core demand is long-term asset appreciation, which cannot be replaced by lucky numbers alone. The industry data shows high early attrition rates among new clients. 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 necessary to build genuine customer loyalty.

What Comes After Emotional Value? Focus on AI and Service Integration

Facing multiple challenges, brokerages are increasingly focusing on 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 “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 strengthening technological empowerment, professional services, and business synergy to break homogeneous competition and create long-term value for investors. We are also exploring high-quality development paths for retail brokerage,” the representative said. “Besides lucky number services, we are also providing personalized 1-on-1 services for clients.”

Guojin Securities is also actively deploying in the fields of buy-side advisory and financial technology. A relevant executive said the company is advancing AI-driven wealth management services, continuously deepening the transformation of buy-side advisory.

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

He added, “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.”

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