“薅羊毛”激战正酣基金销售逐步进入“精耕细作”阶段

Core Viewpoint - The competition among leading internet fund sales platforms to attract high-net-worth clients has intensified in 2026, with platforms offering various incentives and promoting "transfer custody" services to facilitate fund movement [1][4]. Group 1: Competition for High-Net-Worth Clients - Major platforms like Ant Wealth, Tencent Finance, and JD Finance are actively competing for high-net-worth clients by introducing various membership tiers and benefits [2][3]. - Ant Wealth has launched higher-tier cards targeting ultra-high-net-worth clients, while other platforms have quickly followed suit with their own offerings [2][3]. - Social media discussions have surged around the comparison of benefits and incentives offered by different platforms, highlighting the competitive landscape [3][4]. Group 2: Transfer Custody Services - Several platforms have developed detailed "transfer custody" guides to assist investors in moving their funds from one platform to another, indicating a direct effort to capture high-net-worth clients [4][5]. - The popularity of these guides reflects the growing demand from investors for easier fund management and better service experiences [6][7]. Group 3: Shift in Industry Focus - The new regulations effective from January 1, 2026, require fund sales institutions to prioritize investor interests and long-term returns, shifting the focus from merely selling products to retaining clients and ensuring profitability [5][6]. - The industry is transitioning from a rapid growth model based on traffic and scale to a more refined approach that emphasizes customer value and service quality [5][6]. Group 4: Enhanced Wealth Management Services - Platforms are increasingly offering comprehensive wealth management services, moving beyond basic transaction functionalities to meet the evolving needs of high-net-worth clients [7][8]. - Services such as wealth analysis reports, exclusive financial advisors, and personalized investment tools are being introduced to enhance user experience and build trust [8][9]. Group 5: Building Trust and Long-Term Relationships - The competition is not solely based on incentives; platforms are focusing on establishing trust and long-term relationships with clients through improved service offerings and transparency [9][10]. - The transition from "traffic operation" to "trust management" is seen as essential for sustainable growth in a low-fee environment [9][10].