TENCENT(HK:00700) Zhong Guo Zheng Quan Bao·2026-01-18 21:40Core Insights - The competition among leading internet fund sales platforms for high-net-worth clients has intensified since the beginning of 2026, with platforms offering various incentives such as consumption coupons and app memberships to attract customers [1][2][3] - New regulations emphasize the need for fund sales institutions to guide investors towards long-term investments and to provide benefits to investors, pushing platforms to leverage their unique advantages to build a more stable and quality user base [1][5][7] Group 1: Competition for High-Net-Worth Clients - Major platforms like Ant Wealth, Tencent Licai Tong, and JD Finance are actively competing for high-net-worth clients by introducing tiered membership systems and exclusive benefits [2][3] - Ant Wealth has launched higher-tier cards targeting ultra-high-net-worth clients, while also facing criticism for reducing the benefits associated with existing membership tiers [2][3] - Other platforms are also rolling out similar packages to attract high-net-worth users, leading to increased discussions on social media about the comparative benefits of these offerings [3][4] Group 2: Transfer Custody Services - To facilitate the movement of funds, several platforms have introduced detailed "transfer custody" guides, helping investors switch their assets from one platform to another [4][6] - The popularity of these guides reflects the intense competition for high-net-worth clients and the evolving demands of investors for better service experiences [6][7] Group 3: Shift in Business Strategy - The fund sales industry is transitioning from a focus on rapid growth through traffic and scale to a more refined approach that emphasizes customer value and long-term relationships [5][6] - New regulations require fund sales institutions to prioritize investor interests, shifting the focus from merely selling products to retaining clients and ensuring their profitability [7][9] - Platforms are increasingly recognizing the need to provide comprehensive wealth management services rather than just transactional capabilities, as high-net-worth clients seek more integrated and professional solutions [6][10] Group 4: Building Trust and Long-Term Relationships - The new regulatory environment is pressuring fund sales institutions to enhance their service offerings and build trust with clients, moving from a "traffic operation" model to a "trust management" approach [7][9] - Platforms are implementing various strategies to improve customer engagement and retention, including personalized services and educational resources [8][10] - The competitive advantage of these platforms will depend on their ability to provide professional advisory services and maintain long-term client relationships in a low-fee environment [9][10]