个人养老金三周年！银行竞争转向“留客下半场”

Core Insights - The personal pension system in China has completed a significant transition from "breaking the ice" to "growing" in its three years of implementation, with over 72 million accounts opened [1][6] - Banks are shifting their strategy from merely acquiring new accounts to focusing on customer retention and activity, moving towards a "deposit battle" rather than an "account opening battle" [3][8] - The current market still faces challenges with a high number of opened accounts but low actual deposit activity, indicating a gap between user engagement and long-term pension planning [7][8] Group 1: Market Development - The personal pension system was officially launched on November 25, 2020, starting in 36 pilot cities, and has since expanded nationwide, with 72.79 million accounts opened by the end of November 2024 [6] - The product supply system has diversified, now including savings deposits, wealth management products, commercial pension insurance, and public funds, with a total of 926 products available [6] Group 2: Competitive Strategies - Banks are increasingly implementing promotional activities to encourage deposits, such as offering cash rewards and incentives for initial contributions [4][5] - For example, Industrial and Commercial Bank of China (ICBC) and China Construction Bank have launched various promotional campaigns to attract new customers and encourage initial deposits [3][4] Group 3: Customer Engagement Challenges - Despite the attractive promotional activities, many customers are only motivated by short-term incentives rather than developing a long-term savings habit [5][8] - The phenomenon of "easy account opening but difficult deposits" reflects a deeper conflict between the long-term nature of pension funds and the short-term behavior preferences of users [8] Group 4: Future Directions - To build a sustainable customer retention mechanism, banks need to focus on providing professional services and deep engagement rather than just financial incentives [5][9] - The long-term success of banks in the personal pension market will depend on their ability to offer robust asset allocation, digital services, and integrated solutions that encompass various aspects of retirement planning [8][9]