Di Yi Cai Jing·2025-08-04 10:24Core Viewpoint - The article discusses the emergence and significance of bank wealth management subsidiaries in China's asset management market, emphasizing their role in connecting the banking system with investors and the challenges they face in a new era of net value operation [1]. Group 1: Industry Overview - As of now, 32 bank wealth management subsidiaries have been approved to operate, managing substantial resident wealth and serving as a crucial bridge for the real economy [1]. - The shift towards net value operation and breaking the "guaranteed return" model presents significant challenges for these subsidiaries, including effectively reaching investors and building independent brand identities [1]. Group 2: Performance Metrics - Starting from August 2025, Yiwealth Research Institute will publish a monthly index ranking of bank wealth management subsidiaries based on their performance on WeChat public accounts, focusing on content creation, dissemination, and user interaction [1][5]. - The index aims to reflect the operational trends and brand influence of these subsidiaries through quantitative models [5][10]. Group 3: Competitive Landscape - In the first half of 2025, 17 bank wealth management subsidiaries consistently ranked in the top 20 of the WeChat public account list, indicating a stable competitive landscape with only three positions changing during this period [30]. - Notably, CITIC Wealth Management and Everbright Wealth Management have maintained top three positions for six consecutive months, showcasing their significant competitive advantage [30]. Group 4: Content Production and User Engagement - On average, bank wealth management accounts published 26 articles per month, with headline articles performing significantly better than the average, highlighting the importance of strategic content placement [32]. - The average reading count for articles was 810, while headline articles achieved an average reading count of 1,228, indicating a strong focus on content quality and user engagement [32]. Group 5: User Interaction Challenges - Despite the stable content production, user interaction rates remain low, suggesting a need for improvement in engaging users and fostering social sharing [32]. - The industry faces challenges of content homogeneity and user interaction fatigue, necessitating innovative content strategies to capture user attention [44]. Group 6: Strategic Content Approaches - CITIC Wealth Management employs a strong brand IP strategy, using relatable metaphors to simplify complex investment concepts and encourage user interaction through incentives like red envelopes [46]. - Everbright Wealth Management focuses on product-oriented content, integrating popular cultural elements to resonate with younger audiences and enhance product awareness [48].