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ACY稀万证券的快速发展之路--ACY稀万证券市场营销总监Ashley Jessen访谈实录

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FX168财经报社(香港)讯总部位于澳大利亚的多金融类别经纪商ACY 稀万证券10月底的八周年年会上,澳洲政要出席、点赞并送上祝福,11月初在中澳自由贸易协定5周年庆典上再获组织方中澳未来论坛的高度认可并颁发了奖项。在市场景气程度下降的情况下,ACY稀万证券是怎么做到依旧保持高光的呢?ACY稀万证券从成立之初的5人小团队发展到如今150人的国际化大团队,快速发展背后的秘密又是什么?带着祝福和疑问,FX168日前采访了ACY稀万证券市场营销总监Ashley Jessen。以下为本次采访实录(中英文):

Ashley Jessen先生从2000年起开始从事外汇交易行业。目前已是业内颇有名气的专栏作家,出版了《CFDs Made Simple》在内的热门交易书籍,并撰写了《The Wiley Trading Guide》第2卷的其中一章。

作为ACY 稀万证券的市场营销总监,Jessen先生的职责是建立数字营销战略,壮大营销团队并充分发挥团队中每个人的才能。

FX168:首先恭喜ACY稀万证券成功主办八周年年会,作为主策划人之一,相信您是非常激动的。请从活动策划本身以及它的市场效果角度谈谈贵司的这次活动总体情况。

Ashley Jessen:ACY稀万证券八周年年会非常圆满,不仅是因为在年会上宣布澳洲足坛传奇Tim Cahill成为我们的全球品牌大使,更是ACY稀万证券卓越远见的庆功宴。ACY稀万证券成立之初仅有5名员工。现在,经过不断发展壮大,我们已经拥有包括澳大利亚、中国和越南等国家的150名员工。未来,我们计划将业务扩展至中东、阿拉伯地区、非洲、欧洲、北美和南美。在年会上,我很荣幸作为主讲人为大家介绍我们最新的金融科技产品--Finlogix融辑。Finlogix融辑是基于HTML5.0制作的交易生态社区,致力于满足不同市场参与者的分享、交流需求。将强大的交易工具与社区的杠杆作用相结合,Finlogix融辑对于入门级投资者以及希望做出更好投资决策的资深分析师而言都是一个巨大的机会。

此外,当晚我们还向全球合作伙伴展示了公司近期的一系列发展以及未来的扩展计划。在过去八年,ACY稀万证券已经建立了坚实的基础,我们相信未来的发展将更加光明。

FX168:在我们看来,全球范围内和ACY稀万证券提供同类型金融交易服务上的公司非常多,同质化也非常严重,您作为市场总监,是怎么去制定您的品牌策略以确保ACY稀万证券被市场认同和接受?

Ashley Jessen:ACY稀万证券的管理团队拥有丰富的外汇行业从业背景,能够积极地与流动性供应商建立良好的关系,并且凭借优势为客户提供可靠地ECN报价,这其中也包括最具市场竞争力的黄金点差

其次,我们另一大优势是内部研发团队。超过40人的研发团队负责ACY稀万证券的所有线上网站和系统开发与维护,其中包括网站内容管理系统(CMS)、客户关系管理软件(CRM)、代理追踪系统、客户端后台以及客户电子邮件发送系统等。

不仅如此,我们的最新金融科技产品Finlogix融辑旨在为交易者提供最先进的工具,它提供了涵盖外汇、股票指数、大宗商品和加密货币等数百种交易建议和社交共享功能。这是一个全新的技术金融解决方案。通过了解市场并拥有自己的内部开发团队,我们可以根据客户的需求来研发产品并迅速开展业务。

FX168:ACY稀万证券注册在澳大利亚,您大部分时间在澳大利亚?作为全球市场总监,您觉得ACY稀万证券在国际开展业务的过程中是否存在一些观念和理念或者文化上的冲突?您是怎么面对和处理的?

Ashley Jessen:澳大利亚是一个多元文化国家,因此与不同文化打交道是我们日常生活的一部分。我们欢迎并拥抱各种形式的文化,ACY稀万证券是这一多元文化的缩影。

可以说,无论交易者的背景如何、来自哪个国家,他们都希望获得最具竞争的点差、深度流通性和快速的订单执行。

我们的开发团队在开展新业务和寻找新的合作伙伴时,会根据该合作对象的文化背景和地域模式,将信息传达给合适的人展开业务。同时,多语言的客户服务团队可以为不同地区的客户提供优质的服务。

FX168: 非常感谢ACY稀万证券对我们首届西贡交易博览的支持,贵司未来对东南亚市场的策略是怎样的?

Ashley Jessen:2019年最受瞩目的莫过于我们正在举办的"2019亚洲交易杯",本次比赛奖金保底15万美金,包含了3个线上晋级赛和线下收官总决赛之夜,"2019亚洲交易杯"总决赛之夜赛场选定为澳门。届时,来自全球的30名顶尖交易者将齐聚一堂,先进行三场均为期一小时的决赛;选出十强后,进行最终一轮比拼,争夺冠军头衔和$ 53,000美金的冠军奖金,而这也会是本次交易杯最大的看点。值得一提的是,在压轴的10强冠军争夺赛上,交易者们将在非农数据公布的同时,在1小时内,大展拳脚,彰显自己高超的交易策略和交易水平,并在现场观众和媒体见证下完成本次大赛冠军的追逐,这无疑是"2019亚洲交易杯"最值得期待的精彩瞬间。

除此之外,我们还将在东南亚扩展我们的团队,例如,在越南办事处增加了八名新员工。此外,我们将参加2020年在亚洲和迪拜举办的金融博览会。

FX168: 2019亚洲交易杯正在进行中,今年赛事总体情况如何?对来年赛事您有一些什么样的打算?

Ashley Jessen:"2019亚洲交易杯"比赛对于交易者来说是一个非常好的平台,他们可以在良好的交易环境和平台中,尽情的发挥交易天赋并展示他们精湛的交易策略。

"2019亚洲交易杯"比赛的第一炮早在今年8月的预赛中就已打响。目前,所有的参赛者们都在为2020年1月的亚洲交易杯总决赛之夜最终晋级而努力着。

对于部分已入围的参赛者来说,亚洲交易杯这项比赛不仅给他们提供了一个可以击败其他竞争对手,成功晋级,并证明自己交易水平和彰显自己交易技巧的平台,也给这些晋级者们提供了非常可观的比赛奖金。

当我们宣布获奖名单和成功晋级名单时,他们的脸上充满了喜悦之情。同时,他们也透露了对亚洲交易杯总决赛之夜的期待。

2020年,我们将会把"亚洲交易杯"更名为"交易杯",以此在全球更有效地推广"交易杯"这项比赛。

令人兴奋的是,随着"交易杯"比赛的影响力不断扩大,参赛者们的胜负欲被大大激发,奖金池和交易者收益也在持续增长中。因此,我们期待更名后的"交易杯"比赛走向世界舞台,迎来空前盛世。

FX168:欣闻贵司因在金融行业的贡献而得到《中澳自由贸易协议》的组织方中澳未来论坛的高度认可并颁发了奖项,再次祝贺!您的工作涉及全球,您觉得金融类企业在此间可以发挥的作用有哪些?未来要更好地发挥这些作用,您觉得需要哪些内外部条件的支持?

Ashley Jessen:"ACY稀万证券对于金融业做出的贡献,尤其是对于在加强中澳两国乃至世界其他地区之间的关系方面做出的贡献"。对于您的这份道贺,我们表示由衷的感谢。

我们非常荣幸能与ACY 稀万证券一起在金融这个快节奏而又充满活力的行业里,抓住一切机会,为金融业更加透明化和更大发展空间而努力。

澳大利亚团队的一半成员专注于开发最好的金融科技产品,我们对未来的增长潜力感到由衷的兴奋。

我们会定期举行内部研讨会,接待来自世界各地领先的金融公司代表,和他们一起讨论诸如监管环境、地缘政治形势、澳洲证券交易所(ASX)上市、宏观经济风险与竞争等主题。这些研讨会对澳大利亚和跨国公司在内的金融体系产生了积极促进作用。

我们相信,这一切有助于促进与全球领先金融公司的关系,未来,我们将继续促进这类主题讨论,与全球领先的金融集团共同探讨合作机会挖掘潜在的协同效应。

FX168: Great congratulations to ACY Securities for your successful 8th Anniversary Gala. As one of the key persons in organizing the Party, you shall be very excited about it. What will you say about the Party itself and how it helps in ACY Securities' overall marketing?

Ashley Jessen: The ACY Securities gala dinner in Sydney was celebrating the 8th anniversary of the company, and naming our official global brand ambassador, Tim Cahill. Now we stand strong and growing, with over 150 employees across Australia, China Region & Vietnam and expansion plans to include the Middle East, Arabian Gulf, Africa, Europe, North America and South America.

In addition, it was my pleasure to officially launch our latest FinTech offering, Finlogix. Finlogix is a state-of-the-art charting platform with an active social trading community. The social community creates new trading ideas, allowing traders to piggyback off their analysis.

Also, the Gala event was positioned to showcase the recent rapid growth of the company for our global partners, and to let them know our growth and expansion plans are just getting started.

The last eight years have been instrumental in helping to set up a powerful foundation. The strategic vision of the management team for the future is even brighter.

FX168: According to our observation, there are many companies which are providing very similar services with ACY Securities in Global Market. As the Head of Marketing, how do you make your brand strategy so that ACY Securities can be recognized and accepted in the market?

Ashley Jessen: With such a deep background in the Forex industry, our management has worked tirelessly to establish relationships with our liquidity providers, allowing us to provide our clients with a solid ECN pricing structure, including one of the most competitive spreads on Gold in the market.

We also like to consider our in-house development team an advantage. By building a 40+ strong development team in-house, we have built our website Content Management System (CMS), Customer Relationship Management software(CRM), affiliate tracking system, client portal and a client emailing system to name a few.

Not only that but our latest Fintech product, Finlogix, is a new social trading community which provides hundreds of trade ideas covering the FX, Index, Commodity and Crypto markets.

By understanding our market and having our in-house development team, we can create products based on the demand of our clients and pivot quickly.

FX168: ACY Securities is an Australia-registered company, you are based in Australia for most of the time? As the Head of Marketing, do you think there's custom and culture conflict while doing business in other regionsapart from Australia?

Ashley Jessen: Australia is one of the more multi-cultural nations in the world, so dealing with different cultures is part and parcel of our everyday life.

We welcome and embrace all forms of culture, and this is evident by our diverse range of cultures at ACY Securities globally.

More specifically, no matter if a trader's background is Chinese, Indian, Arabic, Vietnamese, French or English, they all want access to the most competitive spreads, deep liquidity and fast execution.

Our business development team, responsible for bringing on new partners and affiliates, do have to cater their messaging to the right person, considering the region they are from and how business is done in that area.

Our team is multi-lingual, so our support team can assist across multiple languages, with many of our support team born in the countries our calls are coming from.

FX168: Thanks very much for your support in our 1st SFES, what are your next-step strategies in South-east Asia?

Ashley Jessen: One of our most exciting projects is our very own Asia Trading Cup, where we give away $US150,000 across a series of qualifying rounds and the ultimate Grand Final.

This year, our grand final will host 30 of Asia's best traders in Macau with three one-hour preliminary finals before the final ten get to battle it out for the $53,000 Grand Champion Prize. The final ten traders will trade the most important data release in the world, non-farm payroll. They have one hour to out trade each other on their live trading account in front of a packed audience. It is the most exciting live trading competition in the world right now.

We are also expanding our team across South East Asia with eight new staff added to our Vietnam office. In addition, we will be attending the leading finance expos across Asia and Dubai in 2020.

FX168: 2019 Asia Trading Cup is on-going, how about the competition till now? What's your big plan for next year's competition?

Ashley Jessen: The 2019 Asia Trading Cup is a brilliant way for the most talented traders to come together in a friendly but competitive environment and to showcase their unique skills of being able to trade the global markets.

The excitement has been building since August when our first group of traders placed their first trade to qualify for the Grand Final in January 2020.

For some of our contestants, the event has been life-changing as not only have they confirmed they have the trading skills to beat hundreds of other competitors, but the prize money is incredible.

When we talk to the winners, you can hear the joy in their voice as we confirm that 1. They won and 2. They have qualified for our grand final in January.

Next year we are rebranding the event to be called The Trading Cup instead of the Asia Trading Cup, signifying our interest in rolling the event out worldwide.

The exciting thing about the Trading Cup is the vision continues to get bigger, the competitors more hungry to win, and the prize pool and benefits of getting to the final continues to grow. We cannot wait to bring the new Trading Cup to the world in 2020.

FX168: We are pleased to hear that ACY Securities has been highly recognized and awarded by Australia-China Future Forum(ACFF), the organizer of the China-Australia Free Trade Agreement, for your contribution to the financial industry. Congratulations again! Your job is across Australia and the global region. What do you think the roles that financial companies can play? In doing these better, what conditions(internal and external) do you require in the future?

Ashley Jessen: Thanks for your kind words in terms of our contribution to the finance industry and in particular, helping to strengthen the relationships between our two countries and indeed the rest of the world.

At ACY Securities, we feel privileged to be in this dynamic and fast-paced industry and take every opportunity we can to help grow the space more transparently.

With half of the team in Australia focused purely on developing the best Fintech products, we are genuinely excited about the growth potential of our space in the future.

To support the relationship between Australia and global companies in the finance space, we regularly host leading finance companies from around the world at our in-house seminars, discussing topics such as the regulatory environment, the geopolitical situation, listing on the Australian Stock Exchange (ASX), macroeconomic risk, competition and more.

We believe in helping foster the relationship with the leading finance companies globally, and in turn, we will remain open to the opportunities and potential synergies these discussions will open.

About Ashley Jessen:

Ashley Jessen has been involved in the trading industry since the year 2000 and is the author of several trading books including CFDs Made Simple and wrote a chapter in the Wiley Trading Guide Volume 2.

As Head of Marketing at ACY Securities, Jessen's role is to build the digital strategy, grow the marketing team, and leverage every inch of talent within a company.

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