编者按： 时代之笔擘画新章，金融活水润泽实体。在金融"五篇大文章"铺就的壮阔画卷中，证券业正以创新之墨挥毫作 答。这是服务国家战略的使命担当，更是深化金融供给侧改革的生动实践。证券业以"国之大者"为经，以"民之关 切"做纬，让金融血脉与实体经济同频共振，奏响中国式现代化的资本强音。证券时报联合中国证券业协会，推 出"做好'五篇大文章' 证券业作答进行时"系列专栏， 本篇为系列报道之三十三，敬请垂注。 当"普惠金融"从一个政策热词变成券商的主动战略，真正的挑战才刚刚开始——如何让高净值客户专属的专业服务飞 入寻常百姓家？如何让沉睡的数字技术真正激活长尾客户？又如何让金融活水绕过重重障碍，精准滴灌至中小微企 业？ 对于上述问题，国投证券以一场贯穿"产品—服务—实体"的实践，提交了一份带有温度的、以数字化为手段的普惠金 融答卷。 打破壁垒建立"财富货架" 普惠金融不是简单意义上的"降费率""开端口"，而是通过技术重构服务模式的变革。 "以前开通创业板权限要跑到营业部，现在半夜12点躺在床上用'投投慧答'3分钟就能搞定。"深圳投资者李女士道出 的体验感，背后是一个覆盖超300家网点、7×24小时在线的国投证券数字化普 ...

对于上述问题，国投证券以一场贯穿"产品—服务—实体"的实践，提交了一份带有温度的、以数字化为 手段的普惠金融答卷。 打破壁垒建立"财富货架" 普惠金融不是简单意义上的"降费率""开端口"，而是通过技术重构服务模式的变革。 "以前开通创业板权限要跑到营业部，现在半夜12点躺在床上用'投投慧答'3分钟就能搞定。"深圳投资 者李女士道出的体验感，背后是一个覆盖超300家网点、7×24小时在线的国投证券数字化普惠网络在支 撑。2025年上半年，国投证券线上渠道受理咨询44.83万人次，科技有效打破了信息壁垒与时空限制。 聚焦于"用得起、用得好"的普惠产品体系，国投证券构建了覆盖全风险等级(R1~R5)、多种策略(固收 +、权益、量化等)及不同期限的"财富产品货架"，数量超万只。这些产品从低风险货基、纯债，到中高 风险混合基金、指数ETF，再到科创板等特色产品，满足了不同客户的需求。 与此同时，国投证券还积极响应降费让利政策，对超2200只公募基金产品实施费率优惠；特别对214只 养老FOF实施申购零费率，降低参与门槛和长期成本，让普惠的"可负担性"落到实处。 当"普惠金融"从一个政策热词变成券商的主动战略，真正的挑战 ...

（原标题：重磅来了，见证历史） 【导读】公募基金销售费率改革方案正式推出：重塑公募基金销售生态，推动行业高质量发展 重塑公募基金销售生态 推动行业高质量发展 中国基金报记者 李树超 方丽 曹雯璟 9月5日，证监会修订发布《公开募集证券投资基金销售费用管理规定（征求意见稿）》（以下简称《规 定》），公募基金销售费率改革方案正式推出。 业内人士表示，此次公募基金销售费率改革将直接降低投资者成本，促进基金行业能力提升，重塑公募 基金销售生态，推动行业高质量发展，构建健康可持续的财富管理生态。 调降认申购费率、销售服务费率 推动行业商业模式重构与生态优化 《规定》明确，降低认申购费率，将股票型基金、混合型基金、债券型基金的认申购费率上限分别调降 至0.8%、0.5%、0.3%；规范销售服务费，将股票型基金和混合型基金、指数型基金和债券型基金、货 币市场基金的销售服务费率上限分别调降至0.4%/年、0.2%/年、0.15%/年。 业内人士表示，此次改革是一次深刻的行业生态重塑，短期阵痛不可避免，依赖传统收费模式和机构业 务的销售机构，以及缺乏核心竞争力的中小基金公司会面临较大转型压力。但长期有助于推动行业商业 模式的重 ...

重塑公募基金销售生态 推动行业高质量发展 中国基金报记者 李树超 方丽 曹雯璟 9月5日，证监会修订发布《公开募集证券投资基金销售费用管理规定（征求意见稿）》（以下简称《规定》），公募基金销售费率改革方 案正式推出。 业内人士表示，此次公募基金销售费率改革将直接降低投资者成本，促进基金行业能力提升，重塑公募基金销售生态，推动行业高质量发 展，构建健康可持续的财富管理生态。 调降认申购费率、销售服务费率 推动行业商业模式重构与生态优化 《规定》明确，降低认申购费率，将股票型基金、混合型基金、债券型基金的认申购费率上限分别调降至0.8%、0.5%、0.3%；规范销售 服务费，将股票型基金和混合型基金、指数型基金和债券型基金、货币市场基金的销售服务费率上限分别调降至0.4%/年、0.2%/年、 0.15%/年。 【导读】 公募基金销售费率改革方案正式推出： 重塑公募基金销售生态，推动行业高质量发展 业内人士表示，此次改革是一次深刻的行业生态重塑，短期阵痛不可避免，依赖传统收费模式和机构业务的销售机构，以及缺乏核心竞争 力的中小基金公司会面临较大转型压力。但长期有助于推动行业商业模式的重构与生态的优化，最终服务于资本 ...

Group 1: Industry Overview - The second "Golden Unicorn Best Investment Advisor Selection" event is being held, highlighting the rapid growth of China's wealth management industry as residents' financial awareness increases [1] - Investment advisors play a crucial role in wealth management, directly influencing asset allocation trends among the public [1] - The event aims to provide a platform for investment advisors to showcase their capabilities and enhance communication with investors, promoting healthy development in the wealth management sector [1] Group 2: Challenges Faced by Investment Advisors - Investment advisors are facing challenges such as increasingly diverse and personalized client demands, requiring a comprehensive knowledge base and professional skills [2] - The competitive landscape is intensifying as various financial institutions enter the wealth management space, necessitating continuous improvement in service quality and differentiation [2] - Rapid advancements in financial technology present both opportunities and challenges, as advisors must quickly adapt to new technologies to avoid being outpaced by the market [2] - Stricter regulatory environments impose higher compliance requirements, challenging advisors to innovate within regulatory frameworks [2] Group 3: Service Innovations by Guoyuan Securities - Guoyuan Securities emphasizes a "client-centered" service philosophy, focusing on understanding client needs to tailor wealth management solutions [3] - The company leverages technology, such as big data and artificial intelligence, to enhance service delivery and investment decision-making [3] - A digital advisory platform is being developed to facilitate efficient interaction between advisors and clients, allowing for real-time asset tracking and strategy adjustments [3] Group 4: Differentiated Service Models - Guoyuan Securities is establishing a "优+" wealth management brand, creating a differentiated service system by selecting top advisors for specialized client services [4] - The company is transitioning from a seller-oriented model to a buyer-oriented service model, focusing on maximizing client interests through comprehensive support [4] - Core initiatives include strategic leadership, mechanism innovation, technology empowerment, and talent assurance to build a holistic advisory system [4]

Core Insights - The central financial work conference emphasizes the importance of five key areas: technology finance, green finance, inclusive finance, pension finance, and digital finance, guiding the high-quality development of the financial sector [1] Group 1: Wealth Management Industry - The wealth management industry plays a crucial role in supporting the real economy and enriching financial product offerings [1] - Wealth management institutions must focus on customer needs to achieve their business goals, with the potential for significant market capacity in China [2][3] - The future of the wealth management industry will see increased efficiency through smart technology, with 24-hour service becoming feasible due to online platforms [3] Group 2: Challenges and Innovations - The industry faces challenges from market and customer changes, including pessimistic market expectations and a decline in trust towards wealth management services [6] - Innovations such as buy-side advisory and smart transformation are expected to disrupt the industry, shifting focus from products to client needs [6][8] Group 3: Family Business Wealth Transfer - Family businesses face risks in wealth transfer, including a lack of succession plans and inadequate structured arrangements [9] - The demand for family offices is increasing, driven by family needs, with a focus on professional expertise in investment, risk management, and family governance [8] - High-net-worth individuals are shifting their investment strategies from high-risk, high-return to diversified and globalized approaches [8]

Core Viewpoint - The new regulations on fund sales fees by the China Securities Regulatory Commission (CSRC) aim to significantly reduce costs for investors and promote a shift in the public fund industry from a focus on scale to one centered on investor returns, marking the third phase of fee reform in the industry [1][2]. Fee Reduction Impact - The new regulations will lower the maximum sales service fee for equity and mixed funds from 0.6% to 0.4% per year, for index and bond funds from 0.4% to 0.2% per year, and for money market funds from 0.25% to 0.15% per year. It is estimated that this will result in over 50 billion yuan in annual savings for investors [4][5]. - The reform is expected to push the public fund industry towards a performance-driven model, enhancing the marketization of fee structures and promoting healthy industry development [4][5]. Industry Response - Major fund sales institutions, including Tencent and Ant Group, have expressed strong support for the new regulations, emphasizing the importance of prioritizing investor interests and improving service capabilities [3][6][8]. - The new regulations are seen as a transformative shift from a "scale-driven" to a "service-driven" model in the fund distribution industry, encouraging institutions to enhance their service offerings to better meet investor needs [8][10]. Long-term Industry Changes - The fee reform is anticipated to reshape the ecological landscape of the fund sales industry, with larger firms potentially benefiting from economies of scale, while smaller firms may face significant operational pressures [10][11]. - The shift in revenue models from transaction-based fees to ongoing service fees based on asset management and investment advice is expected to lead to improved client experiences and more comprehensive advisory services [10][11]. Investor Benefits - The reduction in fees is projected to lower passive investment and transaction costs for investors, while also addressing short-termism among fund managers, ultimately enhancing investor protection and improving overall investment returns [5][11]. - The anticipated increase in public interest in equity funds, driven by the fee reductions, is expected to support the stabilization and growth of the A-share market in China [5].

8月，上证指数创近十年新高，新股民进场再提速。据上海证券交易所披露，2025年8月A股新开户265 万户，同比大增165%，环比增长35%。 当上证指数进入近十年新高位置，不少新老股民实际上同步进入A股陌生区域。作为股民最前沿服务 者、财富管理者，券商如何在新阶段与投资者携手并进、行稳致远？从"卖产品思维"向"买方投顾服 务"转变，已经成为券商财富管理业务转型共识，当前转型成效又如何？ 据wind数据，已有46家A股上市券商（含母公司上市，下同）披露了上半年投资咨询（以下简称"投 顾"）业务收入数据，半数同比增速超50%，仅7家出现下滑。另一方面，46家券商投顾业务收入占营收 比例均值仅为1.3%，业绩贡献依旧较低；头部券商代销产品收入普遍依旧显著高于投顾业务，而多家 中小券商投顾业务收入已超过代销。 A股8月新开户数同比增长1.7倍 据上海证券交易所数据，2025年8月，A股新开户数265万户，同比大增165%，远超去年同期水平，且 较7月环比提升35%，新股民入场脚步加快。截至8月末，个人投资者年内新开A股账户数累计1714.7万 户，同比增长48%；个人投资者拥有的A股总账户数已达3.86亿户。 | | ...

Group 1 - In August 2025, the Shanghai Composite Index reached a nearly ten-year high, with new A-share accounts increasing significantly, totaling 2.65 million, a year-on-year increase of 165% and a month-on-month increase of 35% [2][3] - The shift from a "sell-side" to a "buy-side advisory service" model in wealth management has become a consensus among brokerages, aiming for a more sustainable partnership with investors [2][5] - Half of the 46 listed brokerages reported a year-on-year increase in investment advisory income exceeding 50%, although the average contribution of advisory income to total revenue remains low at 1.3% [6][8] Group 2 - The total number of new A-share accounts opened by individual investors in 2025 reached 17.15 million, a 48% increase year-on-year, with the total number of individual A-share accounts reaching 386 million [3][4] - Despite the increase in new accounts, the August 2025 new account numbers were only 38.7% of the new accounts opened in October 2024, indicating a more cautious approach from investors compared to previous market rallies [5] - The average revenue contribution from advisory services among the top brokerages remains low, with only a few firms achieving significant advisory income relative to their total revenue [8][12] Group 3 - The transition to a "buy-side advisory" model is seen as essential for aligning the interests of brokerages and investors, moving from a focus on product sales to comprehensive asset management [5][13] - The performance of advisory services is increasingly being evaluated based on metrics such as asset retention, client retention rates, and investor profitability [14][15] - The market for advisory services is expected to face challenges during periods of volatility, requiring brokerages to enhance communication and support for investors [15][16]

Core Viewpoint - The A-share market remains active in the first half of 2025, driven by favorable policies and improved liquidity, leading to a recovery in the capital market and a general rebound in the performance of securities firms [2] Group 1: Company Performance - CITIC Securities achieved operating revenue of 33.039 billion yuan, a year-on-year increase of 20.44%, and a net profit attributable to shareholders of 13.719 billion yuan, up 29.8%, marking the best mid-year performance in the company's history [2] - China International Capital Corporation (CICC) reported operating revenue of 12.83 billion yuan, a year-on-year growth of approximately 44%, and a net profit attributable to shareholders of 4.33 billion yuan, up 94% [4][5] - Huatai Securities recorded operating revenue of 16.219 billion yuan, a 31% increase year-on-year, and a net profit of 7.549 billion yuan, growing by 42% [2] Group 2: Business Segments - CICC's asset management business reached a scale of 586.7 billion yuan, with public fund size at 220.2 billion yuan, reflecting a 6.2% year-on-year growth [6] - The private equity business of CICC managed assets of 489.8 billion yuan, maintaining the leading position among securities firms [7] - CICC's investment banking business performed strongly, leading the market with 13 Hong Kong IPO projects totaling 2.866 billion USD and 34 announced M&A transactions worth approximately 32.841 billion USD [7][8] Group 3: Strategic Initiatives - CICC established a branch in Dubai, becoming the first licensed Chinese securities firm in the Gulf region, enhancing its global business network [8][9] - The company actively promotes the internationalization of the RMB and supports cross-border investment and trade, with over 130 billion yuan in foreign capital introduced [9] - CICC's focus on green finance and technology finance has led to significant investments in renewable energy and innovative technology sectors, aligning with national strategies [9][10] Group 4: Wealth Management and Client Services - CICC's wealth management products reached a record scale of nearly 400 billion yuan, with a total client base of 9.39 million and total account assets of approximately 3.4 trillion yuan [10][11] - The company introduced innovative products like "ETF50 Hengxiang" to combine passive investment with professional allocation, enhancing long-term stable returns for clients [11] - CICC's approach to risk control and client education has strengthened its brand image and attracted high-end clients, reflecting a shift towards long-term asset management [12]