Can you pick a "lucky number" when opening a stock account? Brokers unveil new tactics to attract clients—can emotional value break the curse of customer acquisition losses?

Everyday Economic News Reporter | Chen Chen Everyday Economic News Editor | Xiao Ruidong

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

Now, this obsession with “lucky numbers” has quietly spread into the securities investment field—recently, the securities industry has sparked a craze for “selecting attractive account numbers” when opening stock accounts. What was once randomly assigned has become a new bargaining chip for brokerages 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 openings. Amid a fierce industry commission battle reaching “floor prices,” major brokerages are trying to break the homogeneous competition with this low-cost, differentiated service.

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

1

Can opening an account also involve choosing a “lucky number”?

Multiple brokerages offer customized 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, serving as the basic proof of an investor’s entry into the stock market, similar to a vehicle’s “driving license.”

A funds account is a dedicated “trading account” assigned by the securities company to the investor, which can be linked to the securities account. When we log into trading software and buy or sell, we use this funds account number.

Everyday Economic News reporter has learned that currently, Guojin Securities, Guoxin Securities, Hualin Securities, Eastmoney Securities, and Dongwu Securities have launched services for new clients to customize their lucky account numbers.

Some brokerages’ “custom lucky number” interfaces

In terms of operation, each brokerage has its own approach. For example, new clients of Guojin Securities and Guoxin Securities need to contact a client manager before opening an account to get a QR code for the lucky number, then input their preferred last four digits of the funds account number, select the lucky number, and complete the process.

Hualin Securities, Eastmoney Securities, and Dongwu Securities allow new clients to operate directly on their apps.

A staff member from Hualin Securities told reporters that completing the “lucky number” selection via the app aligns with the company’s digital transformation and customer needs, balancing efficiency and experience.

Additionally, a staff member from Dongwu Securities explained that “to meet the needs of different client segments, we provide both online self-service options for most internet-savvy new clients and proactive customized services through branch managers for high-net-worth clients.”

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

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

Guoxin Securities—New clients contact a client manager first, 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 preferred last digits, select the 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 desired last four digits, select the lucky number, and complete the account opening.

Dongwu Securities—Download the Dongwu Xiucai App, click on the “Smart 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.

2

Average commissions fall below “floor price”

“Choosing lucky numbers” as a low-cost breakthrough for brokerages?

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

In fact, it reflects industry frustration with commission rates hitting rock bottom and the need for change. Industry insiders say that launching “lucky number” activities is an alternative approach after commissions have fallen to “floor prices.”

For example, in Shanghai, the average commission rate for A-shares in 2025 dropped to 1.92 basis points (note: 1.92‰, meaning a 10,000 yuan trade costs about 19.2 yuan in commission; for trades with less than 5 yuan, a minimum of 5 yuan is charged), a 13.9% decrease year-on-year.

Moreover, securities firms like Eastmoney Securities and Dongwu Securities have confirmed that, under certain conditions, new clients can even get commissions as low as 1 basis point. Some smaller brokerages have reduced commissions on Shanghai and Shenzhen stocks to 0.754‰, and after depositing 15,000 yuan, commissions can be lowered further to 0.691‰.

In this highly competitive environment, brokerages are not only fighting over commissions but also innovating in services—“choosing lucky numbers” is one such differentiation.

This change also prompts industry reflection.

Zhang Pengyuan, a researcher at PaiPaiWang Wealth, told the Daily Economic News that the launch of “lucky number” services signals positive transformation: first, shifting service philosophy from cold transactional tools to emotionally connected experiences by adding a sense of ritual; second, demonstrating refined retail operations, moving beyond price competition to focus on customer experience; third, conveying human care through emotional value, quickly bridging the gap with investors, aligning with the industry’s trend toward wealth management.

Zhang further pointed out that in a market where commissions are at “floor prices,” micro-innovations like “lucky numbers” provide important inspiration for retail transformation. They showcase a low-cost, differentiated approach that can quickly attract attention in a highly homogeneous competition. 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 younger generations, opening new paths to reach young clients and upgrade services to personalized offerings.

Brokerages also have clear positioning. A staff member from Guojin Securities said that 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 relevant person from Hualin Securities also noted that the core motivation for launching this service is to meet the needs of investors who desire personalized trading accounts, providing a more thoughtful investment experience.

3

Short-term “lucky streak” to attract clients

Brokerages face the challenge of customer retention

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 staff member from Eastmoney Securities revealed that inquiries about lucky numbers have been quite frequent 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 easy to remember.” 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.” However, industry insiders also pointed out that “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 client manager from Guojin Securities told reporters, “Lucky numbers are limited, just like premium phone numbers—once used, they’re gone. If every new client requests one, the resource will be quickly exhausted. Our current strategy is to offer lucky numbers only when new clients proactively request them.”

Second, the bigger challenge is customer retention after acquisition. Industry insiders say that while lucky numbers with a “fortune buff” can serve as a door-opener, relying solely on a short-term “lucky streak” is insufficient to retain clients. Zhang Pengyuan from PaiPaiWang Wealth analyzed that the appeal of lucky numbers is short-lived; without continuous, professional advisory services and experience support, customers are likely to leave due to lack of a sense of value.

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 high early churn 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 essential for building genuine customer loyalty.

4

What to compete on after emotional value?

Brokerages focus on integrating AI with deep service

Faced with these challenges, major brokerages are turning their attention to the deep integration of technology and service.

A staff member from Dongwu Securities told the Daily Economic News that the next core competitive barrier for retail brokerage is the comprehensive ability 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; at the same time, focusing on the deep water of wealth management transformation, we are strengthening technology, professional services, and business collaboration 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 staff said. “Besides lucky number services, we are also providing personalized 1-on-1 services for clients.”

Guojin Securities is also actively deploying in buy-side advisory and fintech. A company representative said they are advancing AI-driven wealth management services, continuously deepening the transformation of buy-side advisory.

The representative 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 investment advisory.” The AI advisory system addresses core investment questions like “what to buy, when to buy, when to sell, and how to manage existing holdings,” using a “strategy + service” model. Several scene-specific products have been launched, such as AI stock picking, AI portfolio optimization, AI fund selection, and AI ETF investment.

“Additionally, Guojin Securities combines AI and human advisors, offering upgraded services where professional investment consultants interpret AI strategies, alert clients to signals, identify opportunities and risks, and help dynamically adjust portfolios based on market conditions,” the insider added.

After emotional value, the real long-term value and trust-building come from deepening the buy-side advisory transformation. Starting from the small entry point of “lucky numbers,” the securities industry is making significant strides toward high-quality development.

Reporter | Chen Chen

Editor | Xiao Ruidong

Visual | Zou Li

Layout | Xiao Ruidong

Overall Coordination | Yi Qijiang

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