蚂蚁、天天、京东金融，亮出新打法

Core Viewpoint - The public fund industry in China has reached a new high of 37 trillion yuan, prompting a significant transformation in fund sales strategies, with a shift from short-term performance metrics to a focus on long-term investment indicators [1][6]. Group 1: Changes in Fund Sales Platforms - Leading internet fund distribution platforms have altered their sales interfaces to emphasize metrics such as volatility, excess returns, and investor participation, moving away from short-term performance rankings [1][2]. - The new sales strategies include showcasing long-term performance indicators like "three-year returns" and "three-year positive returns," which replace previous short-term metrics [2][6]. - Platforms like Ant Fund and Tiantian Fund have introduced features that present data transparently, including performance benchmarks and investor returns, to enhance the decision-making process for investors [2][3]. Group 2: Emphasis on Investor Experience - The introduction of "buyer showcases" allows investors to see real profitability metrics, linking product value directly to investor experiences [3][5]. - Ant Fund has upgraded its tools to promote asset allocation strategies, encouraging investors to diversify their portfolios rather than focusing on single fund selections [5][6]. Group 3: Regulatory Changes and Industry Impact - The implementation of new regulations aimed at reducing fund sales costs is expected to reshape the competitive landscape of the public fund market, pushing institutions to focus on long-term client retention rather than short-term trading incentives [6][7]. - The reduction of sales commissions and fees will compel fund companies to innovate in product offerings and research, moving away from reliance on high commissions for growth [6][7]. - The industry is transitioning from a sales-driven model to a service-oriented approach, emphasizing sustainable growth and long-term returns [7].