Core Viewpoint - The traditional "deposit gift" activities in banks are diminishing due to stricter regulations and a shift towards asset management strategies, with banks focusing on enhancing their asset management scale (AUM) rather than merely attracting deposits through gifts [1][7]. Group 1: Changes in Banking Activities - Many banks have reduced traditional "deposit gift" activities, opting instead for incentive mechanisms that comply with regulations, such as point systems for new deposits [1][7]. - The atmosphere for the "opening red" season is less vibrant this year compared to previous years, attributed to regulatory pressures and a lack of urgency in attracting deposits [1][7]. - Banks are increasingly emphasizing asset enhancement strategies, moving away from the concept of merely attracting deposits [1][8]. Group 2: Incentive Programs - Some banks are offering point-based rewards for new deposits, where customers can exchange points for household items and small appliances, but the overall incentive strength is limited [2][3]. - The threshold for receiving gifts varies significantly between banks, with some requiring higher new deposit amounts for more valuable items [3][6]. - Despite the introduction of these incentive programs, customer engagement remains low, with few customers participating in these activities [3][6]. Group 3: Regulatory Environment - The regulatory environment has become stricter, with explicit prohibitions against using gifts to attract deposits, leading to a decline in such practices [6][7]. - Recent regulatory measures have reinforced the ban on deposit gifts, pushing banks to adapt their strategies accordingly [6][7]. - The shift towards compliance has resulted in a transformation of traditional activities into point redemption and rights acquisition, rather than direct gifts linked to deposits [7][8]. Group 4: Market Trends - The banking sector is experiencing a shift towards asset diversification, with customers increasingly considering investments in financial products beyond traditional deposits [8]. - The trend of rising stock market activity is leading to a more dynamic approach to deposits, with customers showing a willingness to diversify their financial portfolios [8].

2026.02. 11 本文字数：2741，阅读时长大约5分钟 作者 | 第一财经 亓宁 又是一年冲击"开门红"，在国有大行"静悄悄"打起资产提升战、中小银行阶段性提升存款利率之 际，又有银行网点摆出了日用品和小家电——从珐琅锅、电饭煲、空气炸锅、电热火锅、电饼铛，到 烧水壶、加湿器、吹风机，再到米面油、洗衣液、抽纸。进入低利率时代，这类专属于"有钱 人"的"领鸡蛋"活动吸引力是否还能如昔？ 临近春节，第一财经记者走访北京地区多家银行网点发现，随着监管趋严和存款利率下行，多数银行 已经减少了传统的"存款送礼"活动，一方面通过激励机制"积分化"满足合规要求，另一方面则淡 化"揽储"概念，转而强调资产提升。而那些搬出实物礼品的银行网点，人流量似乎并未发生明显变 化。 "开门红"一般在每年的一季度，是银行抢占市场份额、提升业绩的关键时期。多位银行人士对记者 表示，相较于前几年，今年的"开门红"气氛不浓，一方面是因为严监管和经营压力下银行"卷不 动"了，另一方面则反映了当前银行缺负债紧迫性不强，AUM（资产管理规模）提升战略将成主流。 激励力度整体有限 "行外新增资金且配置6个月以上期限产品，可以领取对应积分的礼品。 ...