九大基金销售平台对比，谁更胜一筹？|基金销售平台体验榜①

Core Insights - The investment landscape is shifting from "single product selection" to "platform selection," emphasizing the importance of asset allocation efficiency and long-term wealth preservation [1] - Regulatory changes are reshaping the industry, with the China Securities Regulatory Commission's 2025 action plan promoting a transition from a "fast" to a "deep cultivation" approach in public fund development [1] - Major distribution platforms are adjusting their strategies to focus on long-term returns and user experience rather than short-term gains, leading to a more diversified competitive landscape [1] Group 1: Platform Positioning and User Satisfaction - The KANO model is utilized to analyze user needs in fund sales apps, categorizing them into five levels: basic, expected, attractive, indifferent, and reverse needs [2] - Ant Financial's wealth management platform excels in attractive features, while Tencent's wealth management service offers limited advisory services [3][4] - Among third-party platforms, Ant Financial meets basic user expectations for "anytime, anywhere investment," while Tiantian Fund offers the most comprehensive product range [4] Group 2: Bank Platforms - Bank platforms excel in basic and expected needs, leveraging strong offline networks and comprehensive financial services, but are relatively conservative in innovation [5] - China Merchants Bank stands out in expected needs by providing asset allocation reports, while Industrial and Commercial Bank of China (ICBC) relies on a combination of online and offline services [5] - Ping An Bank utilizes intelligent risk assessment systems to recommend products, catering to different user segments with tailored services [5] Group 3: Brokerage Platforms - Brokerage platforms like Huatai Securities' Zhangle Wealth and GF Securities' Easy to Invest leverage deep market understanding and research capabilities, targeting stock investors and professional clients [6] - Zhangle Wealth integrates professional research to offer in-depth market analysis, while Easy to Invest excels in live video content and short video updates, enhancing user engagement [6] - The future challenge for brokerages lies in transitioning from a fee-based sales model to a service-oriented advisory model, which will determine their competitiveness in attracting the next generation of investors [6]