Sou Hu Cai Jing·2025-08-12 15:00Core Viewpoint - The 2025 "818 Wealth Management Festival" has commenced early, with multiple securities firms extending their activities and enhancing their service offerings, reflecting a transformation in the brokerage industry's service model from short-term marketing to long-term client engagement [1][5][10]. Group 1: Event Overview - The "818 Wealth Management Festival" has been held annually since 2017, and this year, several brokerage firms, including Heng Tai Securities and Changcheng Securities, have started their activities ahead of the official date [1][3]. - Heng Tai Securities launched its event from August 11 to 22, featuring trading activities and rewards such as cash red envelopes and advisory service coupons [3]. - Changcheng Securities extended its event duration to September 14, compared to the previous year, indicating a trend of longer promotional periods among firms [3][4]. Group 2: Service Model Transformation - The brokerage industry is undergoing a service model transformation, moving from single-point marketing to a strategy focused on continuous client engagement throughout the investment cycle [5]. - The "818 Wealth Management Festival" is evolving into a dual-driven system of "event ignition + long-term operation," aiming to convert short-term marketing activities into ongoing client support [5]. Group 3: Integration of AI Technology - AI has become a central theme in this year's festival, with firms like Guotai Haitong Securities offering immersive AI interactive experiences [6]. - National Gold Securities introduced an "AI Wealth Upgrade Plan" and an investment personality assessment tool to enhance decision-making for investors [6]. - The integration of AI is seen as a competitive advantage, allowing firms to better serve clients and meet personalized investment needs [7]. Group 4: Engagement with Younger Audiences - The festival features a variety of interactive and gamified activities aimed at attracting younger investors, such as competitions and quizzes [8]. - Firms are focusing on understanding real market demands through in-depth research, making the event more relatable and engaging for clients [8]. - Minsheng Securities is launching a game-based approach to enhance user engagement and provide personalized advisory services [8][9]. Group 5: Innovation in Service Offerings - National Gold Minsheng Securities is optimizing decision-making tools with a focus on low-cost and flexible payment models, responding to market demands for simplicity and effectiveness [9]. - Firms are building a comprehensive ecosystem that includes asset allocation, strategy tools, and educational content, moving beyond traditional product sales [9]. - Guangfa Securities is innovating by creating a "scene-based full-link companion ecosystem," integrating professional advisory services with social interaction [9].