千亿级公募基金也开始关停APP

Core Viewpoint - The decision by Ping An Fund to suspend its APP operations by August 31, 2025, signals a significant shift in the public fund industry, highlighting challenges faced by mid-sized and small fund companies in maintaining direct sales APPs due to high operational costs and low returns [1][5][6] Group 1: Industry Trends - Several public fund companies, including Guoshou Anbao Fund and Morgan Stanley Fund, have also shut down their APPs this year, indicating a broader trend in the industry [1][3] - The operational costs for maintaining a fund APP are substantial, with estimates exceeding 2 million yuan annually, making it difficult for many companies to justify the investment [5][6] - The trend of shutting down APPs has expanded from small public funds to mid-sized funds with over 100 billion yuan in assets under management [4][5] Group 2: User Engagement and Competition - Leading fund companies like E Fund and Huaxia have higher user engagement on their APPs compared to third-party platforms, but still lag behind in terms of active user numbers [2] - Despite some companies exiting the APP market, others are investing in enhancing their APP services, indicating a split strategy within the industry [2][7] - Recent upgrades to APPs by major firms have resulted in increased user activity, with some reporting significant month-on-month growth in active users [7] Group 3: Future Outlook - The industry is gradually shifting towards a customer-centric approach, with a focus on enhancing investor experience and reducing fees [8][9] - The development of a buyer advisory model is still in its early stages but is expected to grow, leveraging the strong research capabilities of fund companies [11] - Regulatory support for the fund advisory business is being strengthened, with new guidelines aimed at promoting standardized and automated services for institutional investors [10][11]