Bei Jing Shang Bao·2026-01-06 13:17Core Viewpoint - The retail wealth management competition among banks has intensified at the beginning of the new year, with various financial institutions launching promotional activities to enhance asset management scale (AUM) by incentivizing users to optimize their asset allocation [1][3]. Group 1: Retail AUM Competition - Multiple banks, including Agricultural Bank of China and Nanjing Bank, have initiated the "Asset Enhancement Gift" campaign, offering tiered rewards to encourage users to increase their financial assets [3][4]. - Agricultural Bank's campaign allows users to participate in a lottery based on their average financial assets from January 2026 compared to December 2025, with rewards ranging from 5,200 to 2.4 million points based on asset tiers [3][4]. - Nanjing Bank targets premium customers with dual campaigns, rewarding them for asset increases and diversified product holdings, with potential rewards of up to 80,000 points monthly [4]. Group 2: Trends in Wealth Management - The competition in wealth management has shifted from product sales to comprehensive management of customer financial assets, reflecting a transformation in retail banking strategies [5]. - Key trends include a transition from interest margin-driven models to those focused on asset management fees, with AUM becoming a critical measure of retail competitiveness [5]. - The focus has moved from comparing single product yields to evaluating customer-centric asset allocation and lifecycle service capabilities [5]. Group 3: Long-term Service Capability - Retail AUM is a key indicator of a bank's ability to attract and manage individual customer wealth, with several banks reporting growth in retail customer numbers and AUM [7]. - For instance, China Merchants Bank reported a retail customer base of 220 million and an AUM of approximately 16.6 trillion yuan, reflecting an 11.19% increase year-on-year [7]. - Banks are encouraged to shift from product promotion to asset allocation assistance, enhancing their service ecosystems to better meet customer needs [8]. Group 4: Sustainable Growth Mechanisms - To achieve sustainable growth in retail AUM, banks must move beyond short-term promotional strategies and focus on systematic capability development [8]. - Strategies include deepening customer segmentation, enhancing investment research capabilities, and fostering channel collaboration to improve customer engagement [8][9]. - Leveraging data and technology for precise marketing and service delivery is essential for creating a comprehensive operational system that supports long-term customer relationships [8].