透视9家上市股份行零售金融业务：招商银行、浦发银行、光大银行个人客户数位列前三

财主小报2025-09-16

随着金融业零售转型的持续深化，个人金融业务凭借其“轻资本、高粘性、稳收益”的特性，已成为银行调整业务结构、构建差异化竞争优势的重要抓手。本文基于个人金融资产（AUM）、客户规模、新增客群及人均资产等关键指标，对招商银行、兴业银行、中信银行等9家上市股份制银行的个人金融业务发展现状进行拆解，并探寻行业竞争逻辑与发展方向。个人金融资产（AUM）：招行16万亿元规模稳居行业首位零售业务AUM作为衡量银行...

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customers","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600000":1.5,"600036":1.5,"601818":1.5,"03143":0.6,"03968":1.5},"content_text":"随着金融业零售转型的持续深化，个人金融业务凭借其“轻资本、高粘性、稳收益”的特性，已成为银行调整业务结构、构建差异化竞争优势的重要抓手。本文基于个人金融资产（AUM）、客户规模、新增客群及人均资产等关键指标，对招商银行、兴业银行、中信银行等9家上市股份制银行的个人金融业务发展现状进行拆解，并探寻行业竞争逻辑与发展方向。个人金融资产（AUM）：招行16万亿元规模稳居行业首位零售业务AUM作为衡量银行个人金融业务规模与资产吸纳能力的核心指标，9家银行呈现显著的“梯队分化”特征。其中，招商银行以16.03万亿元的规模稳居行业首位，较第二名拉开超10万亿元差距。这一成果源于招商银行长期坚持零售金融战略主体地位，通过搭建财富管理、消费信贷等服务体系，结合数字化运营能力实现客户需求精准匹配，进而成为高净值客户与优质资产的核心聚集地。兴业银行以5.52万亿元位列第二，较上年末增长8%。近年来，受息差下行影响，银行业经营面临挑战，多家银行不仅着力拓宽非息收入渠道、提升非息收入占比，更主动加快业务结构调整，聚焦财富管理这类轻资本业务，旨在通过转型实现盈利模式优化与经营韧性提升。兴业银行行长陈信健表示，上半年，兴业银行持续推进“大投行、大资管、大财富”融合发展，完善资产构建、产品创设与营销闭环，实现表外资管财富类中收较好增长。2021年业绩发布会上，中信银行首次提出“零售第一战略”。截至今年6月末，中信银行零售AUM达4.99万亿元，排名第三，较上年末增长6.52%。近年来，中信银行通过加大零售资源投入，优化产品组合，并借助集团协同优势拓展客户资产来源，实现零售AUM年均稳定增长。半年报显示，该行零售AUM增量主要源自高净值客户。2025年6月末，该行私行客户达9.21万户，较上年末增长9.57%。从第四至第九位来看，上海浦东发展银行、平安银行、中国民生银行、中国光大银行、华夏银行、浙商银行的零售AUM规模依次递减。个人客户数：招商银行、浦发银行、光大银行位列前三零售客户规模是银行个人金融业务的“基础底盘”，9家银行的客户数量分布同样呈现“头部集中、中后段追赶”的格局。招商银行以2.16亿户的个人客户总量领跑，庞大的客户基数不仅为其业务交叉销售提供了广阔空间，更体现出市场对其品牌价值与服务能力的高度认可，进一步巩固了零售业务的先发优势。上海浦东发展银行以1.63亿户个人客户数量位居第二，其客户拓展成效显著，半年报显示，该行通过线上渠道优化，如手机银行功能迭代、场景化获客，扩大触达范围；同时，依托线下网点转型，强化社区金融服务，提升区域客户渗透率。值得关注的是，中国光大银行以1.6亿户排名第三，差异化竞争优势在于“精准营销”，该行通过大数据构建客户画像，针对年轻客群、小微企业主等细分群体推出专属产品，实现客户数量提升。2025半年报显示，报告期末，该行信用卡累计客户5481.19万户；阳光惠生活APP月活用户1495.54万户。新增个人客户数量反映银行的市场拓展能力与客户吸引力，上海浦东发展银行以631.41万户新增量排名第一，延续了“线上线下联动”的获客策略。招商银行以600.00万户新增量位列第二，尽管绝对数量可观，但结合其2.16亿户的存量客户基数，新增客群占比相对较低，反映出其已进入“存量客户深度运营”阶段，未来需通过交叉销售、服务升级挖掘存量客户价值，同时探索新的获客场景拓展增量空间。浙商银行聚焦代发工资客群、银发客群、平台客群等八大客群，不断优化客户金融和非金融服务，积极提升客户服务体验，客群基础进一步夯实。2025上半年末，该行零售客户总数（含网贷客户）为3367.42万户，较上年末2838.55万户，增长了528.8万户。人均AUM：招商银行7.42万领先人均AUM即个人客户平均资产管理规模，是衡量银行客户质量与财富管理能力的关键指标，直接反映个人金融业务的“价值密度”。招商银行以7.42万元的人均AUM位居第一，这一数据既体现其客户结构中高净值群体占比显著，更凸显其财富管理服务的专业能力。数据显示，招商银行私人银行客户182740户，较上年末增长8.07%。兴业银行以4.93万元的人均AUM排名第二。该行依托“基础客户数字运营-双金客户管户经营-私行客户集中直营”的客户经营模式，整合基金、信托、银行理财等多元产品，同时强化投研能力输出，帮助客户实现资产保值增值，客户资产质量与管理效率保持行业前列。2025上半年，兴业银行有 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