Ant Battle Fund Ignites The Fire Of Bank And E-Commerce Channel

Five new funds, which were launched on September 25th and can be strategically placed to sell ant group shares, are still stirring the market.

On September 28, e fund innovation completed the proportion confirmation of closed mixed fund in the next 18 months.

The 21st century economic report reporter learned from fund investors that Alipay platform had pushed the result of fund share confirmation on September 28, and the final placement proportion of the fund was 95.4%. Based on this calculation, the fund raising scale of e fund innovation in the next 18 months will be about 12.6 billion yuan.

It is worth mentioning that e-fund innovation closed-end hybrid fund in the next 18 months is the first fund to be sold out among the five new funds of ant group which can be strategically placed on September 25. The fund was announced to be sold out ahead of schedule in the afternoon after it was sold out on September 25.

Subsequently, on September 27, Penghua Innovation future also announced the early termination of the fund-raising.

The 21st century economic reporter found that there are still three funds in the Alipay platform, namely, Huaxia Innovation future, China Europe Innovation future and huitianfu Innovation future. Among them, China EU Innovation future is "about to be sold out".

Channel war ignited

However, it seems that there is a certain gap between the sales results and the market expectations. The "60 billion a day" fundraising event did not come as scheduled.

The reporter of 21st century economic report exclusively learned that, in addition to e-fund's raising more than 10 billion yuan on the same day and Penghua Innovation future followed, the sales of other funds were "uneven".

"We think the sales effect of ant platform is still very good, there is no previous grand occasion, which may also be related to the current market." A fund company involved in the sale of ant platform told 21st century economic reporter.

"A single channel can break through 10 billion a day. This data is still very powerful." According to an interview with a large public offering fund channel.

As a matter of fact, the 21st century economic reporter learned that the bank had a great dispute on the exclusive sale of these new funds of ant group shares on the ant platform. Once there was a news that the fund company would jointly "block" the fund issued by cooperating with ant, and even asked the fund company to "choose one from two".

Obviously, this attractive cake is "exclusively enjoyed" by ants, which stimulates the interest system of bank channels. The antagonism caused by this incident in the channel may also have a profound impact on the future sales pattern of fund companies.

"This year, fund sales are very hot, and there are a lot of new people born in the 90s. Many of the new customers are not relying on the new channel. This time, the ant platform sold 5 funds exclusively, which is the embodiment of the ant platform's sales ability. If the ant platform alone can reach the level of tens of billions a day, will it affect the choice of fund companies in the future? Changes are also expected. " A public fund source in South China told the 21st century economic reporter.

China Merchants Bank will fight against ants directly. On September 25th, China Merchants Bank's issuing strategy of China Merchants Bank began to match the issuance of funds in advance. According to the data, the fund manager of China Europe Innovation future on the ant platform is also Zhou Yingbo.

However, on that day, the 10 billion China Europe Internet Fund was not sold out in the channel of China Merchants Bank. On September 28th, the fund was still concentrated.

"In fact, the situation is not clear now, but there must be wars between channels. For large fund companies, the bank channel is still very strong, but the ant platform also grasped the key to the problem, that is, to seize customers. Therefore, for small and medium-sized fund companies, whether the strong attack of Internet channels will bring an opportunity to overtake on a curve is also worth paying attention to. " A public fund source said.

In any case, it can be predicted that the war between channels has been ignited, and the impact on the sales ecology of the entire fund industry is also taking place.

In particular, under the background of the current hot sale of equity funds, the issuance of new funds is often worth 10 billion or even 100 billion. Under the huge profits, the inherent "territory" of banks in fund issuance can not be challenged, but the layout of ants has long been revealed.

A change is coming.

There are still illegal publicity behind the hot sale funds

It is worth noting that the 21st century economic reporter found that in the sales process of the five innovative future new funds of ant platform, there are still some problems such as hungry marketing and online propaganda.

For example, on Alipay's home page, there are still five publicity portals for the innovative future fund, which can be strategically placed to sell ant group's shares. The content mentions slogans such as "opportunity to participate in the listing of ants", "one yuan purchase, limited amount", "slow hands". However, in terms of "limited amount" and "slow hands", they have touched the red line of hunger marketing and misleading statements.

On August 28, this year, the CSRC issued the measures for the supervision and administration of sales agencies of public offering securities investment funds (hereinafter referred to as the "sales measures") and supporting rules, which will come into effect on October 1, 2020.

As a matter of fact, as early as February last year, the CSRC issued the measures for the supervision and administration of sales agencies of public offering securities investment funds (Draft for Soliciting Opinions) and the supporting document Interim Provisions on the management of publicity and promotion materials for public offering of securities investment funds (Draft). After a year and a half, the new sales method finally came into effect.

In accordance with the latest requirements, the "sales measures" clearly stipulates that fund publicity and promotion materials must be expressed in clear language, and shall not use expressions that unilaterally emphasize the time limit of centralized marketing, such as quick purchase and good opportunity for purchase; and for the arrangement of fund raising upper limit and proportion allotment, it can only be listed and explained as risk tips in the publicity and promotion materials, but It is not allowed to emphasize in different font and increase font size, and shall not be used as a sales theme for marketing promotion.

The new sales measures will come into effect on October 1. In fact, there are also provisions and restrictions on misleading statements in the administrative measures for the sale of securities investment funds.

The implied content conveyed by the publicity terms such as "limited amount" and "slow hands" displayed on Alipay platform still deserves attention.

In addition, the 21st century economic reporter found that on September 28, there were still three funds in the process of raising, namely, Huaxia Innovation future, China Europe Innovation future and huitianfu Innovation future. Alipay platform increased the font size on the page of China EU Innovation future fund, which marked "about to be sold out, immediately subscribe", "about to be sold out" and "limited amount" and "slow hands" The same sense of urgency.

In February this year, the 21st century economic report exclusively released the article "investigation on the" routine "of fund explosion: hunger marketing, frequent online propaganda, and making" star managers "full of loopholes. The article investigated the" hunger marketing "routine and exaggerated and misleading publicity in fund sales. Subsequently, the regulatory Department has issued the" strictly regulating publicity and promotion behavior to promote equity "category Report on supervision of "golden healthy development".

Among them, it has been made clear that the fund raising upper limit, proportion allocation and other arrangements of fund products shall not be emphasized in the form of different fonts and increased font size, and shall not be used as the sales theme for marketing publicity.

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