蚂蚁、天天基金、京东等巨头，出手了！

市场资讯01-11

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！　　【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、...

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方丽\n　　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。\n　　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。\n　　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。\n　　蚂蚁基金“打法”谋变\n　　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。\n　　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。\n\n　　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”“制造行业”“5G”“人工智能”等标签。\n　　蚂蚁基金向记者表示，传统的基金分类往往侧重于管理人视角，包括股票型、混合型、债券型基金，或者单纯按持仓行业命名，缺乏从投资者资金用途和持有体验出发的分类。标签体系可以降低认知门槛，解决“不知道买什么”和“不知道买了什么”的问题，提升投资者体验，同时促进基金产品向更透明化发展。\n　　此外，“蚂蚁理财金选”还实现了工具化升级。一是将金选的方法论与对各赛道的筛选指标应用至全平台，更客观、透明地呈现基金分析的多个维度和数据，方便用户筛选出适合自己的产品；二是引导用户从“单一选基”到“分散配置”。根据投资逻辑重新划分、细分赛道，帮助用户理解大类资产分类、不同资产特征，逐步建立均衡、理性的资产配置观念。\n　　天天基金\n　　引入业绩比较基准\n　　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。\n\n　　天天基金表示，特色数据功能旨在为用户提供更全面、更深入的决策参考，助力其更精准地评估基金产品，践行长期价值投资理念。\n　　此外，天天基金还联合基金公司推出“超额专区”，通过科学的定量筛选与深度的定性调研，从“基准占比、指数相关性、超额收益、运作稳定性、投研支持”五个维度严选具备可持续获取超额收益潜力的优质产品，努力提升用户长期持有体验。\n　　记者发现，该专区不仅展示产品本身的超额表现，还强调用户真实盈利体验，展示持仓用户盈利占比与平均收益率，每月更新专区产品与数据，提供“专区月报”与“投资大咖说”等内容，以进一步增强投资者信任感，并为投资者提供更具参考价值的内容。\n　　京东财富“金融+AI”深度协同\n　　2025年，京东财富与金融机构合作积极发力探索TAMP（全委托资产管理平台）模式，以“金融+AI”深度协同，重塑财富管理生态。去年TAMP模式新增客户数21万人，复购客户占比为52%，平均持仓时间为235天，持仓盈利客户占比接近88%。\n　　京东财富相关负责人表示，未来将与合作伙伴共同推动TAMP核心能力升级：如通过KYC（用户洞察）与行为分析实现深度和精准的触达；通过KYP（资产洞察）与多维度分析严选优质资产；通过在账户管理引入资产配置与动态平衡实现场景适配；通过自研金融RAG赋能智能投研，实现从服务到闭环的全链路覆盖。\n　　此外，京东财富已向合作机构的理财师团队开放AI财富管家“京小贝”，助力其从标准服务转向个性服务。未来，京东财富将持续携手合作伙伴，以“产品+技术+服务”为锚点，推动财富管理行业向普惠化、智能化、生态化进阶。\n　　据悉，2025年，京东财富规模增长数据亮眼：权益保有规模同比增长82%，指数基金保有规模同比增长105%，稳健“固收+”保有规模同比增长206%，个人养老金保有规模同比增长241%。\n　　积极提升投资者获得感\n　　随着《推动公募基金高质量发展行动方案》的深入推进，相关改革措施落地见效。从销售端来看，从责任定位上正在实现从“卖方销售”向“买方投顾”、从“重规模”向“重回报”、从“代理人”向“守门人”的全方位转变，着力践行负责任销售。\n　　天天基金表示，未来在三方面发力，一是服务模式：从“交易驱动”到“陪伴服务”的跃迁。销售端可以提升持有期服务质效，针对不同持有阶段（建仓期、震荡期、赎回期）设计差异化的服务内容，完善投后追踪形式，如通过账户诊断、定期报告等形式为用户分析账户损益归因，帮助用户优化配置策略，并针对用户频繁交易、短期持有等行为设置提示功能，以引导用户长期持有。\n　　二是考核机制：从“规模导向”到“回报导向”的改革。销售端可以逐步完成考核指标调整，如将用户留存率、权益类基金盈利用户占比、持有周期等指标权重进行提升，压降销售规模、收入等指标权重，通过绩效考核驱动销售行为转型，实现销售端与用户利益的深度绑定，形成以用户获得感为核心的考核体系。\n　　三是业务创新：从“卖方销售”到“买方投顾”的转变。销售端可以协同投顾机构探索服务模式转型，从“销售导向”转向“客户利益导向”，进一步开拓建议性投顾，探索更契合投资者画像的个性化服务模式，对投资者账户长期收益和体验负责，持续提升投资者获得感和持有体验。\n　　盈米基金也表示，基金代销机构的转型升级，建议从三个维度进行：第一个维度是从以产品为中心向以客户为中心转型，其中包括客户的账户、风险承受能力以及不同人生阶段的不同目标等；第二个维度是从以交易为中心向以资产配置为中心升级，通过多元资产配置，来满足投资者不同阶段的人生需求和投资目标；第三个维度是投顾业务从手工作业模式向数字化服务能力体系建设升级。\n　　“整个财富管理转型的核心，其实就是要将客户的交易习惯，比如追涨杀跌等行为，转变为基于财富目标进行资产配置的模式，帮助客户实现财富目标、提升投资认知、建立长期信任关系，最终在让客户获得更好体验的同时，实现机构自身的可持续发展。”盈米基金表示。\n　　此外，还有业内人士表示，基金销售渠道的变更，背后是从投资者需求出发的深层变革，绝非简单的模式调整，而是整个行业价值观与业务逻辑的重塑。过去，部分销售渠道过于侧重短期销售业绩，导致一些投资者在“重规模轻回报”的导向下，遭遇了不佳的投资体验。如今，销售渠道的转型本质上是回归财富管理的本源——以投资者的真实需求为出发点，让投资者切实感受到投资回报与专业服务带来的价值。只有这样，才能推动行业形成“投资者获益、机构发展、市场繁荣”的良性循环，为资本市场的高质量发展注入持久动力。\n新浪声明：此消息系转载自新浪合作媒体，新浪网登载此文出于传递更多信息之目的，并不意味着赞同其观点或证实其描述。文章内容仅供参考，不构成投资建议。投资者据此操作，风险自担。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：常福强","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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