Group 1: Industry Transformation - The public fund sales industry is undergoing a transformation to rebuild trust with investors by focusing on long-term value and customer profitability rather than short-term sales metrics [1][2][8] - The competition landscape is shifting from product promotion to investment solution provision, emphasizing long-term customer value over short-term performance [1][9] - Regulatory changes, such as the CSRC's action plan for high-quality development, are prompting firms to adjust their assessment mechanisms to prioritize customer retention and satisfaction [8][9] Group 2: Sales and Service Model - The traditional sales model, which relied on transaction commissions, is being replaced by a model that aligns the income of institutions with the long-term interests of clients [2][9] - Firms are adopting a "three parts investment, seven parts advisory" service model to enhance client engagement and prevent impulsive trading behaviors [3][6] - Technology is being leveraged to provide personalized services and improve client understanding of their investment behaviors, fostering more rational investment habits [3][7] Group 3: Collaborative Ecosystem - The collaboration between fund managers and sales institutions is essential for enhancing investor service capabilities and creating a comprehensive financial service ecosystem [9][10] - Both parties are encouraged to develop a shared understanding of client needs and to provide proactive, tailored services using advanced technologies [11] - The focus is on creating a healthy ecosystem where investor profitability and institutional growth coexist, ensuring high-quality development in the industry [10][11]

面对基民获得感不佳等焦点问题，公募基金销售行业重整出发，从以客户盈利为考核目标、设立逆向销 售激励机制、强化基金业绩归因分析、以数字化手段对客户画像、提供差异化投资解决方案、提高投资 者投资认知等多方面入手，重新建立与投资者的信任关系，构建起利益绑定的长效体系。 随着国内公募行业迈向高质量发展阶段，基金销售的市场竞争格局正在从产品推销竞争转向投资解决方 案竞争，从短期业绩竞争转向长期客户价值竞争。同时，基金行业生态也将进一步融合，不仅基金管理 人需要与销售机构深度合作，共同提升投资者服务能力，还要借助科技赋能行业数字化转型，构建综合 化持仓分析研究，通过量化手段对产品业绩进行拆分归因，清晰定位历史业绩贡献，到底是来自市场贝 塔、风格因子还是基金管理人的择时或资产筛选能力，通过历史数据分析，观察投资经理能力圈的稳定 性和历史演变。同时，建立"财富规划账户"功能，帮助客户重新梳理和认知自己的理财需求，为每笔投 资贴上"活钱""短钱""长钱"的标签，并提供相应的财富规划方案及专业的资产配置支持。 以专业姿态推动逆向投资 随着近期市场回暖，兴业证券坦言，基金销售再度面临如何平衡规模、考核与投资者获得感等现实难 题。当 ...