存款江湖变天

Core Viewpoint - Major banks are shifting their focus from attracting deposits to enhancing assets under management (AUM) and wealth management, especially as they face declining interest rates and pressure to reduce liability costs [2][3]. Group 1: Asset Enhancement Activities - National banks have launched attractive "asset enhancement" activities, with rewards for customers reaching up to over 10,000 yuan for meeting certain deposit thresholds [2]. - Agricultural Bank of China has set a unified asset enhancement activity from January to March 2026, with seven tiers of rewards based on AUM increases, ranging from 52,000 to 2,400,000 small beans [5][6]. - Industrial and Commercial Bank of China (ICBC) offers rewards based on monthly average financial asset increases, with tiers providing rewards of 5,000 to 30,000 ICBC beans [7]. Group 2: Market Dynamics and Strategies - Smaller banks are raising deposit rates to attract customers, with increases of up to 20 basis points, while larger banks focus on enhancing their wealth management strategies [2][10]. - The total amount of term deposits maturing in 2026 is estimated to be 67 trillion yuan, with a significant portion maturing in the first quarter, creating competitive pressure on banks [10]. - Banks are increasingly guiding customers with maturing deposits towards wealth management products, as traditional deposit rates are no longer competitive [11]. Group 3: Customer Engagement and Social Media Trends - Social media platforms are buzzing with strategies for customers to maximize benefits from various banks' asset enhancement activities, indicating a growing trend of consumer engagement in financial products [9]. - The competitive landscape is prompting banks to refine their customer relationship management, transforming traditional deposit products into tools for maintaining customer loyalty [11].