Core Viewpoint - The public fund sales industry in China is experiencing a strong growth trend, with the top 100 institutions holding a total of 10.2 trillion yuan in non-monetary fund assets as of the first half of 2025, reflecting a 7% increase from the previous half-year. The growth is primarily driven by bond funds and a robust performance in stock index funds [1][4]. Group 1: Fund Sales Performance - The top three institutions in non-monetary fund assets are Ant Group, China Merchants Bank, and Tian Tian Fund, maintaining a stronghold in the market [1]. - The bond fund segment contributed significantly to the growth, with a total of 5.06 trillion yuan, marking an 8.05% increase, accounting for 57% of the non-monetary fund growth [4]. - The equity fund segment reached 5.14 trillion yuan, with a growth rate of 5.89%, while stock index funds saw a notable increase of 14.57% [4]. Group 2: Channel Performance - Securities firms are leading the growth in non-monetary fund sales, with a 9.4% increase in their sales, reaching 2.09 trillion yuan [4][5]. - The ETF market is a key driver for securities firms, with stock index funds surpassing 1.08 trillion yuan, reflecting a 9.9% growth and capturing over 55% of the market share [5]. - Third-party institutions also showed growth, with a total of 3.56 trillion yuan in non-monetary fund assets, an 8.9% increase, primarily driven by bond funds [8]. Group 3: Future Outlook - The non-bank financial team anticipates that equity fund holdings will become a focal point for sales development, with a potential rise in ETF popularity [2]. - The upcoming regulatory changes in fund sales fees are expected to reshape the competitive landscape and business models within the public fund sales industry [9][10]. - Institutions are likely to focus on aligning their interests with investors, emphasizing service-driven approaches and professional differentiation in their offerings [10].