2026年银行零售AUM战火渐起

Core Insights - The retail wealth management competition among banks has intensified at the beginning of the new year, with various financial institutions launching "Asset Enhancement Gifts" activities aimed at increasing retail AUM (Assets Under Management) 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 introduced activities that reward users for increasing their financial assets, with incentives such as points and discounts [3][4] - Agricultural Bank's program allows users to participate in a lottery based on their financial asset growth from December 2025 to January 2026, with asset tiers starting from 100,000 yuan to over 6 million yuan, offering rewards ranging from 5,200 points to 2.4 million points [3] - Nanjing Bank targets premium customers with dual activities that reward asset increases and diversified product holdings, offering up to 80,000 points per month [4] Group 2: Trends in Wealth Management - The competition has shifted from product sales to a focus on comprehensive asset management and customer-centric services, indicating 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] - Digital operational capabilities are increasingly important, with banks utilizing online activities to engage and activate long-tail customers [5] Group 3: Long-term Service Capabilities - Retail AUM is a key indicator of a bank's ability to attract and manage personal wealth, reflecting the overall strength of its retail banking operations [6] - Major banks like China Merchants Bank and Ping An Bank have reported significant growth in retail AUM, with China Merchants Bank managing approximately 16.6 trillion yuan, an increase of 1.7 trillion yuan or 11.19% year-on-year [6] - Bank leaders emphasize the need to adapt wealth management strategies to focus on customer needs and build a robust service ecosystem [7] Group 4: Sustainable Growth Mechanisms - To achieve sustainable growth in retail AUM, banks must move beyond short-term promotional activities and focus on systematic capacity building [8] - Strategies include enhancing customer segmentation and management, improving investment research capabilities, and fostering channel collaboration to create a comprehensive operational system [8]