平安基金APP将于下月停运，中小公募直销渠道收缩潮显现

Core Viewpoint - Ping An Fund Management Co., Ltd. announced the termination of its mobile app operations, reflecting a broader trend in the public fund industry where mid-sized firms are exiting direct sales via mobile platforms [2][4][8] Group 1: Company Actions - Ping An Fund will officially stop the operation and maintenance of its mobile app on August 31, migrating services to its official website and WeChat service account [4] - Investors can continue to use the same account information for transactions and inquiries through the new platforms [4] - The company was established in 2011, has a registered capital of 1.3 billion yuan, and as of Q2 2025, manages assets totaling 660.225 billion yuan, ranking 20th among 162 public fund institutions [4] Group 2: Industry Trends - The public fund industry has seen a wave of app shutdowns since 2023, affecting both small and mid-sized firms [5][6] - Notable firms that have closed their online direct sales platforms include Beixin Ruifeng Fund, Bohai Huijin Securities Asset Management, and Guojin Fund [5] - The trend indicates a significant shift in the industry, with many firms opting to discontinue their mobile apps due to high operational costs and low user engagement [7] Group 3: Challenges and Market Dynamics - The closure of apps is attributed to increased competition and operational pressures, with many small public funds facing challenges in maintaining user bases and generating significant sales through their apps [7] - The public fund distribution market is dominated by banks, securities firms, and independent sales agencies, which further constrains the survival of small public fund apps [7] - Experts suggest that while closing apps may be a rational choice, enhancing user experience and brand differentiation remains crucial for mid-sized public funds [7][8]