【导读】银行代销逻辑从"卖产品"到"拼服务"，项目制合作渐成主流 今年以来，银行与基金公司之间的合作模式正在悄然发生变化。相比以往以规模和销量为核心的合作逻 辑，银行端在产品准入、合作方式以及营销打法上，都呈现出更加精细化、体系化的趋势，其背后既有 公募基金行业改革的推动，也有存量时代客户经营压力加大的现实因素。 业内人士表示，整体来看，银行与基金公司的合作正在从"通道型代销"迈向"深度协同"，从"卖产品"转 向"共建客户长期价值"。在这一过程中，基金公司的投研实力、服务能力和组织协同水平，正成为能否 进入核心合作池的关键指标。 银行代销逻辑从"卖产品"到"拼服务" 项目制合作渐成主流 趋势一：合作逻辑重塑：从销量导向到综合能力评估 创金合信基金表示，随着公募基金行业改革的持续推进，银行与基金公司的合作逻辑正在发生明显变 化。相比以往更强调规模和销量，今年银行端更加聚焦客户体验与存量经营，合作模式也正从"单一产 品销售"向"综合服务与能力协同"转变。 比如合作评价维度更加多元。部分银行已引入"项目制"或"招标制"合作模式，不再仅以短期业绩作为核 心标准，而是从产品表现、投研能力、客户服务体系、投后陪伴等多个维 ...

Core Viewpoint - The article highlights the impending maturity of 50 trillion yuan in term deposits by 2026, leading to a competitive search for alternative investment products as traditional bank deposit rates have plummeted below 2% [1] Group 1: Market Dynamics - A significant number of households are facing reduced interest rates on their deposits, with rates dropping from over 3% to below 2% [1] - The upcoming maturity of 50 trillion yuan in one-year and longer term deposits is expected to intensify competition among financial products [1] Group 2: Investment Alternatives - Many depositors are actively seeking stable alternative investment products, referred to as "deposit substitutes," to achieve better returns [1] - Financial institutions, particularly wealth management subsidiaries, are launching low-risk "fixed income+" products to attract these depositors [1] Group 3: Competitive Strategies - Internet banks like WeBank and MyBank are initiating promotional activities to capture the market for alternative investment products [1] - The competition is characterized by a focus on low volatility assets while aiming to enhance returns for customers [1]