Core Insights - The ETF market is experiencing significant growth, with brokers focusing on transforming retail investors into institutional investors through comprehensive ETF services [1][2][5] - Major brokers are enhancing their competitive edge by upgrading from basic ETF trading to a full-fledged investment ecosystem, leveraging their research capabilities [1][3][6] Market Overview - As of September 2025, the total number of ETFs in the Shanghai market reached 760, with a total market value of 4 trillion yuan, reflecting a 7.65% increase [3] - The leading brokers in ETF holdings are Galaxy Securities and Shenwan Hongyuan, holding a combined market share of approximately 39.49% [3][4] Broker Performance - In terms of trading volume, CITIC Securities led the Shanghai market with an 11.24% share, followed closely by Huatai Securities at 11.09% [4] - Huabao Securities has established a comprehensive service system around ETFs, indicating its strategic importance to the firm [4][6] Strategic Developments - Brokers are increasingly focusing on creating an ETF ecosystem, integrating research, distribution, and custody services to enhance collaboration [2][7] - The shift towards a comprehensive investment ecosystem is evident, with firms like Guotai Junan and招商证券 developing tools and community platforms to support investors throughout the investment process [6][7] Future Outlook - The ETF market is expected to continue its robust growth, with brokers that effectively leverage AI and deepen business collaboration likely to gain a competitive advantage [2][5] - Analysts suggest that ETFs serve not only as investment products but also as a vehicle for brokers to transition retail investors into a more structured investment framework [7]