【导读】头部代销机构动作频频，代销行业迈入提升投资者"获得感"新阶段 中国基金报记者 曹雯璟 方丽 新年伊始，蚂蚁、天天基金、京东等头部互联网基金代销平台纷纷展现出新气象。 中国基金报记者发现，目前基金代销平台动作频频，有些围绕"能涨抗跌""均衡配置"等用户 视角重构产品标签与筛选体系，有的通过引入业绩基准、投资者收益、超额专区等多维数据 推动投资决策透明化，有的以"金融+AI"深度协同，重塑财富管理生态。 从趋势来看，代销机构正从过去的"规模竞赛"，转向真正关注投资者的持有体验与长期获得 感。 天天基金 引入业绩比较基准 为推动基金投资选择过程的科学化与透明化，天天基金也依据相关改革方案，近期重点引入 业绩比较基准、投资者收益、基金业绩与资金流向、基金公司跟投情况四类数据，从多个维 度展现基金产品的真实表现与运作特征，以帮助用户识别产品是否具备稳定超越业绩基准的 能力、产品在不同市场环境中的回报特征与持有体验等重点要素，辅助用户投资决策。页面 还通过对比基金持有不同时长的投资者收益数据，向投资者充分传达长期投资价值。 蚂蚁基金"打法"谋变 伴随公募基金行业公布一系列改革措施，各大基金代销平台也纷纷调整策略， ...

【导读】头部代销机构动作频频，代销行业迈入提升投资者"获得感"新阶段 新年伊始，蚂蚁、天天基金、京东等头部互联网基金代销平台纷纷展现出新气象。 中国基金报记者发现，目前基金代销平台动作频频，有些围绕"能涨抗跌""均衡配置"等用户视角重构产品标签与筛选体系，有的通过引入业绩基准、投资 者收益、超额专区等多维数据推动投资决策透明化，有的以"金融+AI"深度协同，重塑财富管理生态。 从趋势来看，代销机构正从过去的"规模竞赛"，转向真正关注投资者的持有体验与长期获得感。 蚂蚁基金"打法"谋变 伴随公募基金行业公布一系列改革措施，各大基金代销平台也纷纷调整策略，展现全新"打法"，努力引导基金行业回归长期投资，提升投资者获得感。 记者注意到，近期，蚂蚁基金"金选"在主动基金中新增"能涨抗跌"赛道，重点关注基金的波动类指标并在页面直观呈现，包括历史平均波动率、最大回撤 等。目前，基金排行榜已形成"能涨抗跌""跌后恢复快""连续多年跑赢指数"等围绕用户视角的长期、多维度指标。 此外，蚂蚁基金在App上强化基金标签体系，根据不同基金持仓及投资风格，分别贴上"均衡""成长""科技""低波"等标签；具体行业上，打出"通信""制造 ...

随着公募基金行业规模持续攀上新高峰，基金销售走到了关键的转型路口。拥有巨大流量和影响力的互 联网代销渠道，承载着投资者的信任，是许多基民接触公募产品的"最后一公里"。 中国证券报记者关注到，"最后一公里"路上的变革，正在发生。 近期，《公开募集证券投资基金销售费用管理规定》正式落地，全面调降公募基金认申购费、销售服务 费。此前，中基协起草公募销售新规征求意见稿，针对基金宣传推介、销售信息和费用揭示等行为作出 约束。监管的导向，均清晰指向一个关键目的：引导基金行业回归长期投资、强化投资者获得感。 以头部代销平台为例，蚂蚁基金、天天基金、京东金融等均在数据呈现维度上有所改变。例如，从推动 投资选择过程的科学化与透明化角度出发，天天基金依据改革方案引入了四类特色数据：业绩比较基 准、投资者收益、基金业绩与资金流向、基金公司跟投情况，这一功能已于近期上线。"这些维度能够 展现基金产品的真实表现与运作特征，如是否具备稳定超越业绩基准的能力、产品在不同市场环境中的 回报特征与持有体验等，从而辅助投资者进行决策。"天天基金人士对中国证券报记者表示。 风险适配，是基金销售过程的重要一环。但在过去，仅突出收益、弱化风险提示的宣 ...

Core Viewpoint - The ongoing termination of partnerships between fund managers and distribution agencies reflects a shift in the public fund industry towards a value-oriented assessment of partners, driven by rising compliance costs, fee reform impacts, and intensified competition among leading firms [1][4]. Group 1: Termination of Partnerships - As of December 9, 34 fund managers have announced the termination of partnerships with 16 distribution agencies, including independent sales institutions, banks, and futures companies [1]. - Notable terminations include Zhongyou Chuangye Fund's cessation of collaboration with Beijing Weidongli Fund Sales Co., and the complete withdrawal of Fangzheng Zhongqi Futures from fund sales, effective November 28 [2]. - The terminations predominantly involve small independent sales agencies and cross-industry participants like futures companies, which struggle to sustain resource investment in fund sales [2]. Group 2: Market Dynamics - The fund distribution industry has developed a pronounced head effect, with large distribution agencies dominating market share, client resources, and brand influence, making it difficult for smaller agencies to compete [3]. - The reform of public fund fee structures has led to a decline in management fees, custody fees, and distribution commissions, directly impacting the profitability of distribution agencies, particularly smaller ones [3]. Group 3: Compliance and Internal Control - The survival of small distribution agencies is increasingly challenged by pressures related to compliance, resources, profitability, and the need for business model transformation [4]. - Regulatory bodies have intensified compliance requirements for fund distribution, while many small agencies remain reliant on traditional sales models and lack technological investment and innovative service capabilities [4]. Group 4: Shift in Evaluation Criteria - Fund companies are shifting their evaluation criteria for distribution partners from a focus on scale to a more comprehensive and long-term assessment, considering compliance, client scale, market influence, and sales performance [4]. - This transition is part of a broader regulatory push to guide the industry from a "seller-driven" model to a "buyer advisory" model, emphasizing the creation of long-term value for clients [5]. Group 5: Strategic Adaptation - Distribution agencies are encouraged to explore differentiated services or transition into technology service providers as viable strategies to navigate the industry reshuffle [6]. - The choice of strategy should align with the agency's available resources and business strengths to effectively stand out in a competitive landscape [6].

Core Viewpoint - Several public funds are terminating their sales cooperation with certain distribution agencies, indicating a trend of public funds reassessing their partnerships in the distribution market [1][4][5]. Group 1: Termination of Cooperation - On December 8, Zhongyou Chuangye Fund announced the termination of its sales cooperation with Beijing Weidongli Fund Sales Co., Ltd, effective immediately [4]. - In the past month, over ten public funds, including Bosera Fund, Guotai Fund, and others, have also ended their sales cooperation with Beijing Weidongli [4]. - The reasons for these terminations may include the proactive withdrawal of distribution agencies from the public fund sales market or poor performance leading to the end of cooperation [1][4][6]. Group 2: Regulatory and Compliance Issues - Beijing Weidongli faced regulatory actions in 2022 due to violations in information disclosure and other areas, resulting in a three-month suspension of related business by the Beijing Securities Regulatory Bureau [4]. - The current trend of terminating partnerships is partly driven by compliance considerations, as public funds prioritize working with distribution agencies that meet regulatory requirements [6]. Group 3: Market Dynamics and Strategic Adjustments - The competitive environment in the fund distribution market is intensifying, leading some agencies to voluntarily exit the business due to cost considerations or insufficient competitiveness [6]. - Public funds are increasingly focusing on enhancing their channel integration capabilities and are likely to prefer partnerships with leading distribution agencies [6].

Core Viewpoint - The public fund distribution industry is undergoing a shift from expanding channels to improving quality, as evidenced by several public funds terminating partnerships with certain distribution agencies [2][4]. Group 1: Industry Trends - Over 20 termination announcements have been made in November alone, indicating a significant trend in the public fund distribution sector [3]. - Major public funds like GF Fund and Golden Eagle Fund have announced the termination of their sales cooperation with Fangzheng Zhongqi Futures [4]. - The termination of partnerships is influenced by stricter regulatory policies and the mismatch between the high-risk clientele of futures companies and the target customer base of public funds [4][5]. Group 2: Challenges and Opportunities - Futures companies face challenges such as low brand recognition, limited sales channels, and a shortage of professional talent, which hinder their ability to effectively engage in fund distribution [4][6]. - The China Securities Regulatory Commission has introduced measures to promote high-quality development in public funds, suggesting a need for futures companies to enhance brand building and professional capabilities [5]. - Despite short-term challenges, there are structural opportunities in niche areas, such as focusing on commodity ETFs and customized asset allocation solutions that combine futures and funds [6].

Core Viewpoint - The fund sales market is experiencing a "Matthew Effect," leading to an accelerated industry reshuffle as companies optimize sales channels and mitigate risks [1][2]. Group 1: Company Actions - Jiahe Fund and招商基金 have announced the termination of their sales partnerships with 微动利 and 方正中期, respectively, highlighting a trend of fund companies actively optimizing their sales channels [1][2]. - 微动利 has lost multiple important partners since last year, including 工银瑞信, 民生加银, 平安, and 银河, indicating its declining position in the market [1]. - 方正中期 has also decided to exit the fund sales business due to strategic adjustments, with several other fund companies like 海富通, 天弘, and 交银施罗德 following suit [2]. Group 2: Industry Trends - The fund distribution industry is witnessing a significant "head effect," where smaller institutions are facing severe pressure on their survival [2]. - Since last year, over ten institutions, including 阜新银行, 中民财富, 喜鹊财富, and 资舟基金, have canceled their fund sales licenses, reflecting a broader trend of consolidation in the industry [2]. - Compliance is a critical factor for fund companies when selecting partners, as potential risks associated with some distribution agencies are leading to decisive terminations of partnerships [3].

Core Viewpoint - The fund distribution market is shifting from a "price war" to an "efficiency war" and even a "service war," as exemplified by WeBank's launch of a fast redemption service for non-money market funds, enhancing user experience and competitive positioning [2][4]. Group 1: Fast Redemption Service - WeBank has introduced a fast redemption feature allowing investors to redeem up to 5 million yuan per day, with funds potentially arriving as quickly as T+0.5 days, significantly faster than traditional redemption times which can take T+2 to T+6 days [3]. - The fast redemption service is a response to the increasing competition from internet platforms that already offer quicker redemption options, such as Ant Financial and Tencent [3][4]. Group 2: Traditional Banks Under Pressure - Traditional banks, once dominant in fund sales, are losing market share to brokers and third-party internet platforms, with their market share dropping from over 50% to around 40% [5]. - As of mid-2025, the market share of commercial banks, independent fund sales institutions, and brokers in non-money market fund holdings is 43.1%, 34.79%, and 20.44% respectively, indicating a decline in banks' share by 1.11 percentage points compared to the end of 2024 [6]. Group 3: Competitive Strategies - In response to competitive pressures, traditional banks are adopting aggressive strategies, including significant fee reductions and enhanced service offerings, such as招商银行's announcement of a major fee cut across over 10,000 fund products [7]. - The shift in the fund distribution industry reflects a fundamental change in logic, moving from a focus on scale and product sales to prioritizing customer service experience [8]. Group 4: Future Competition Landscape - The future of fund sales will focus on customer service experience, professional advisory capabilities, and digitalization, moving away from reliance on channel advantages [8]. - The revised regulations by the China Securities Regulatory Commission emphasize the need for participants to enhance service quality, indicating a shift in the industry's profit model [8].

Core Insights - The fund distribution market is shifting from a price war to an efficiency and service war, as exemplified by WeBank's launch of a fast redemption service for non-money market funds [1][3] Group 1: Fast Redemption Service - WeBank has introduced a fast redemption feature allowing investors to redeem up to 5 million yuan per day, with funds potentially available by T+0.5 days, significantly faster than traditional models which often take T+2 or longer [2][3] - The fast redemption service is aimed at enhancing user experience and capitalizing on the recent positive sentiment in the equity market, enabling investors to seize market opportunities more quickly [3] Group 2: Traditional Banks Under Pressure - Traditional banks, once dominant in fund sales, are losing market share to brokers and third-party internet platforms, with their market share dropping from over 50% to around 40% [4] - The latest data shows that commercial banks, independent fund sales institutions, and brokers hold 43.1%, 34.79%, and 20.44% of the non-money market fund market, respectively, indicating a decline in banks' share by 1.11 percentage points compared to the end of 2024 [4][5] Group 3: Competitive Landscape - Brokers are gaining ground in the non-money market fund space, with a sales scale of 2.09 trillion yuan, reflecting a 9.4% quarter-on-quarter growth, while internet platforms like Ant Group are also expanding their user base and operational efficiency [5][6] - In response to competitive pressures, traditional banks are innovating in fee structures and service offerings, such as招商银行's announcement of a significant reduction in fund sales fees [6] Group 4: Shift in Industry Dynamics - The fund distribution industry is undergoing a fundamental shift from relying on channel advantages to focusing on customer-centric service experiences, as highlighted by the recent regulatory changes aimed at reshaping profit models [7] - The future competition in the fund sales market will revolve around customer service experience, professional advisory capabilities, and digitalization, moving away from mere scale comparisons [7]

Core Viewpoint - The article discusses the innovative strategies employed by WeBank, an internet bank, to enhance its fund distribution services, including zero sales fees and expedited redemption processes, which aim to improve investor experience and efficiency in fund transactions [1][8]. Group 1: Fast Redemption Services - WeBank has introduced a "fast redemption" service that allows investors to redeem funds with a turnaround time of T+0.5 days for amounts up to 5 million, significantly faster than the industry standard of T+3 for most funds and T+5 for QDII funds [1][2]. - The fast redemption process is facilitated through funding advances, either from WeBank's own capital or through borrowing from partner banks [2]. Group 2: Zero Sales Fees - In addition to fast redemption, WeBank has eliminated the sales fee for fund subscriptions, allowing users to redeem one year of zero-fee fund subscriptions using 500 points [3][4]. - This move positions WeBank at the lowest end of the sales fee spectrum, especially following the recent regulatory changes that have led to a significant reduction in fund sales fees across the industry [4][5]. Group 3: Market Position and User Base - Despite WeBank's innovative offerings, it remains a smaller player in the fund distribution market compared to leading institutions like Ant Group and China Merchants Bank, which dominate with significantly larger asset management scales [7]. - As of the end of last year, WeBank's asset management product balance was only 2.75 trillion, while it boasts a user base of 424 million, which is nearly double that of China Merchants Bank [7]. Group 4: Financial Performance and Challenges - WeBank's net profit growth has stagnated, with a mere 1% increase in 2024 and a negative growth of -11.86% in the first half of the current year, indicating challenges in maintaining profitability [9]. - The bank's non-interest income has been declining, although the income from agency business fees has shown growth, reflecting the initial success of its fund distribution efforts [9][10]. Group 5: Future Outlook - The article highlights the ongoing challenges for WeBank in balancing cost control, user experience, and brand influence in the competitive landscape of fund distribution [12]. - The bank's ability to innovate and adapt in the face of regulatory changes and market pressures will be crucial for its future growth and sustainability in the wealth management sector [12].