Chen Tong, vice president of E Fund: Balance the interests of buyers and sellers through institutional arrangements and retain customers with "Gu"

In 2020, the sudden epidemic broke people's normal life, the global economy surged and changed, uncertainty rose sharply, China's financial industry encountered great challenges, and it was also this year that bank wealth management subsidiaries turned out to be born, financial technology empowerment was in full swing, wealth management transformation was surging and the fund industry ushered in an unprecedented outlet. On December 10th, the 5th International Forum on Intelligent Finance and the 2020 Annual Ceremony of The Leading Financial Sector hosted by the financial community were held in Beijing, and 100 big names in the financial industry gathered together to conduct in-depth and pragmatic discussions and exchanges on topics such as the digital transformation and development of the financial industry, the application of financial technology in the field of wealth management, the era of public funds, and the future of pension finance.

Chen Tong, Vice President of E Fund, participated in the fund parallel forum with the theme of "China Public Fund Era" to win the buyer's investment advisory session. When it comes to how to provide investors with investment value in both investment and gu, Chen Tong said that "gu" is very important. Investment advisory institutions maintain communication with investors, alleviate investors' anxiety, and help investors achieve long-term investment through "Gu".

Pictured: Chen Tong, vice president of E Fund

When asked how to balance the interests of the fund company as both a buyer and a seller, Chen Tong said that the pilot method has made some institutional arrangements for buyers and sellers, such as requiring institutions not to charge fees as buyers and sellers at the same time, and if they act as buyers and sellers at the same time, the relevant fees charged should be deducted; for example, investment advisory institutions are forced to disclose the total proportion of their own company's products in each strategy. "There are three situations in the investment advisory business in North America, the first of which is like Vanguard, which only sells its own products, because Vanguard Pilot believes in passive investment, and their index products are rich enough. The second category is Fidelity, etc., Fidelity gives priority to its own products to configure, but also tells you that you have the right to ask it to choose the products of the whole market. The third category is Goldman Sachs, Goldman Sachs told all its customers that the underlying products of its investment advisory service choice do not have their own products, perhaps Goldman Sachs products are more personalized, and the key to choosing which of the above three is the trust of customers. Back to our E Fangda Investment Advisory, we hope to do a pure point, we charge customers, we should fully stand in the customer's position, to the customer's interests first, and should not make the investment advisory business become another sales channel. ”

Finally, in the answer to "fund investment as an indispensable tool for wealth management, after the formal license application, there will be more institutions to join the industry, how do you see the pattern of fund investment, and the impact on the industry?" When the problem was asked, Chen Tong said that in the future, the institutions in this market will bloom in a hundred flowers. Under the goal and requirement of effectively improving the sense of customer acquisition, the objectivity of the buyer's investment adviser's choice of products will prompt the asset management institutions to focus more on improving their own investment capabilities, the guidance of the investment advisory institutions to the customer's behavior will promote the long-term investment of customers, and good products and good managers will get more and longer-term investment, which will have a positive role in promoting the asset management industry.