Reporter Lu Haiqing
Different types of institutions have entered the game one after another, and the fund investment and advisory track is filled with smoke.In this fierce competition, fund investment and advisory institutions have shown their magic powers.Some institutions take the initiative to reduce the relevant portfolio rates to improve their attractiveness to investors; some institutions iterate investment advisory strategies in a timely manner according to investors' demands, and launch new investment advisory portfolios.In addition, some institutions have begun to develop external channels in addition to cultivating internal customers.
In the eyes of industry insiders, investment advisors are a bridge connecting the two systems of asset management and wealth management, and an important means to solve the problem of "funds make money, but Christians don't make money".Judging from the development of the US market, the scale of its investment advisory business exceeds 80 trillion US dollars.In contrast, my country's fund investment advisory is in the early stage of development, and there is huge room for future development.
Reduce the rate of fund investment and attract customers at low prices
Recently,CITIC Construction Investmentstated that in order to optimize customer service and improve customer experience, it adjusted the "desirable balance (short-term)" rate of its fund investment advisory products.The specific plan is that if the customer entrustment period is less than 3 months, the account management fee will be adjusted from 0.8% per year to 0.6% per year; if the customer entrustment period is greater than or equal to 3 months, the account management fee will be adjusted from 0.6% per year to 0.4% per year .This adjustment will take effect from June 20.
Will this fee reduction cause more institutions to follow up?What are the implications for investors?The relevant person in charge of the investment advisory business of GF Fund said: On the one hand, it reflects the fact that fund investment and advisory institutions actively practice the business essence of "adhering to the priority of customers' interests", and continues to benefit Jimin; on the other hand, it also reflects that investment and advisory institutions are optimistic about the current situation. Under the market conditions, customers' demand for low-risk portfolio allocation, try to form a differentiated competitive advantage through the rate to attract investors.
"Reducing the fee rate of fund investment advisory products is more of a voluntary act of some institutions. It is an active adjustment to the portfolio fee rate based on the situation of the industry and market conditions. It remains to be seen whether other investment consultants will follow up. The difference in fee rates is indeed It is a factor that clients consider before choosing investment advisory services, but in the long run, the most important factor affecting clients’ pre-investment selection and post-investment retention is the institution’s investment performance and accompanying service level,” said the person in charge.
In addition, some fund companies are exempted from the fees related to the funds of trading companies in the investment advisory business.
Iterative strategy provides more intimate services
In addition to reducing fees, many fund investment advisory institutions are also actively iterating on investment advisory strategies.For example, on June 16, GF Fund launched "Super Wealth Management Plus" and "Super Dedicated Investor" two major fund investment advisory portfolio customer areas, and set up "Chief Experience Officer Voices", "Investment Advisors Answering Questions" and "Investment Advisor Managers". "Latest Views" three columns.Coincidentally, China Europe Wealth has recently launched the All-Star Wisdom Co-investment Plan and the Investment Industry Co-investment Plan with You.
Judging from the newly launched investment advisory portfolios, they all attach more importance to the company of investors to meet the diversified investment needs of investors.The relevant person in charge of the investment advisory business of GF Fund said in an interview that the financial management needs of investors are diverse and personalized, but there are also commonalities.For example, most investors will have two funds in their accounts: one is short-term and medium-term funds, and the other is medium- and long-term funds, which are invested in active equity funds with greater flexibility, hoping to have good medium- and long-term funds. return.Based on the target positioning of "two sums of money", GF Fund has launched two major fund investment and advisory portfolio strategies, "Super Wealth Management Plus" and "Super Scheduled Investor".
The starting point of CEIBS Wealth is relatively similar, and it is committed to solving the problems of "when to buy" and "what to buy"."Taking industry co-investment plans as an example, popular industries have always been the 'sweet pastry' in the eyes of everyone, because they may often bring very considerable returns within a period of time. However, industry-themed investments are relatively volatile, and Christian Democrats hold Sometimes it’s easy to be unstable. In order to help investors make more cost-effective investment decisions and accompany them through the cycle of high volatility, we have launched a follow-up investment plan with you to invest in the industry, focusing on high-growth industries with long-term potential.” Central European Wealth officials said.
Work together to develop external channels
In addition to cultivating internal customers, a number of investment advisory institutions also develop external channels.For example, GF Fund has successively carried out fund investment advisory services on many third-party online platforms and securities companies such as Ant Fortune, Tiantian Fund, JD Finance,GF Securities' "Easy Gold" App, etc.
Similarly, Penghua Zhitou joins hands with GF Zhitou."On the one hand, we will update and upgrade the original investment advisory portfolio to tailor a portfolio strategy for China Guangfa Bank; on the other hand, we will continue to launch new portfolios with multiple strategies to meet the diversified needs of investors," said Penghua Fund.
According to many industry insiders, the fund investment advisory business has broad prospects for development.Xiao Wen, CEO of Yingmi Fund, said that since the mid-1970s, the independent investment consulting model that charges according to the size of assets has emerged in the United States, and individual customers have received personalized professional consulting management and portfolio management services. At present, the scale of investment consulting business in the United States exceeds $80 trillion."2020 is the first year for my country's fund investment advisory. In 2021, the second batch of investment advisory pilot institutions has been approved by the China Securities Regulatory Commission. Nearly 60 investment advisory institutions have obtained pilot qualifications. These pilot institutions are vigorously developing and building their own my country’s investment advisory business system is in the ascendant.”
Different institutions have entered the fund investment and advisory industry one after another. How to break through the fierce competition?The relevant person in charge of the investment advisory business of GF Fund believes that each pilot investment advisory institution should always adhere to the customer's interests as the center, and achieve both "investment" and "advisory".
In the opinion of the above-mentioned person in charge, different types of fund investment advisors have different focus: First, while actively exerting their advantages in investment research, fund companies continue to build an investor companionship system, and are committed to providing customers with services through their own channels and external cooperation channels. Output more warm companion service.Secondly, securities companies regard the fund investment advisory business as an important starting point for the transformation of the brokerage business into the wealth management business, give full play to the advantages of the large number of offline investment advisory service personnel and the wide coverage of customers, and actively guide customers to realize the transformation of wealth management.Finally, third-party platforms take advantage of traffic and actively cooperate with investment and advisory institutions to empower system construction through their own financial technology capabilities, and set up a good stage to perform well.
