头部公募集体“换马甲”，百余只ETF掀起更名潮

Core Viewpoint - The ETF market is undergoing a significant renaming trend as major public fund companies respond to regulatory requirements, marking a shift towards brand recognition and systematic competition in the industry [1][4]. Group 1: Unified Naming and Brand Recognition - On December 30, 2025, E Fund announced a change in the names of 45 ETFs, becoming the first company to complete the adjustment of all its ETFs, adopting a standardized naming format that includes "core elements of the investment target + ETF + manager name" [2][4]. - Other fund managers, such as Huatai-PB and Southern Fund, followed suit with similar announcements, enhancing brand clarity and manager identification in a crowded market [2][4]. - The previous diverse naming conventions led to confusion among investors, making it difficult to distinguish between products, especially with popular indices having multiple ETFs with similar names [4][6]. Group 2: Regulatory Changes and Market Dynamics - The renaming initiative is driven by new regulatory guidelines issued by the Shanghai and Shenzhen Stock Exchanges, which require ETFs to follow a specific naming structure and include the fund manager's abbreviation by March 31, 2026 [4][6]. - The ETF market has surpassed a total scale of 6 trillion yuan, indicating a shift from simple fee competition to a focus on brand recognition and investor preference [6][7]. - The renaming trend is seen as a critical milestone in the standardization of the Chinese ETF market, emphasizing the need for fund companies to enhance core service capabilities such as liquidity and tracking error [7].