As we venture into 2024, the landscape of the wealth management industry is undergoing significant transformations, signaled by the upward trend of market shares across various types of financial institutionsNotably, the sub-companies of joint-stock banks continue to hold the leading position, while state-owned banks are markedly increasing their sharesThe competition among these financial entities is intensifying, suggesting a dynamic market poised for further evolution in the coming years.

One of the critical catalysts for this growth in asset management is the phased implementation of high-interest savings account reformsHowever, as we look forward to 2025, the number of growth catalysts is expected to decreasePredictions indicate that the cap on total asset management products could peak at approximately 31.5 trillion yuan due to anticipated reductions in deposit interest rates, combined with expirations in long-term time deposits generating substantial inflows into wealth management products.

Indeed, the total assets under management are set to reclaim their previous heights, surpassing the 30 trillion yuan mark by the end of 2024, an impressive rebound after previous downturnsThis resurgence is partially driven by new regulations surrounding agreement deposits that have reshaped the landscape significantlyThe introduction of stringent measures has caused a noticeable drop in the proportion of cash and bank deposits among wealth management products, compelling companies to seek alternative investment avenues.

In the latter half of 2024, the share of various financial instruments including repurchase agreements and interbank certificates of deposit saw remarkable growth, reflecting a strategic pivot in investment patterns as liquidity needs increasedThis shift indicates not only the agility of these financial organizations to adapt but also the evolution of investor preferences towards more dynamic asset classes amidst regulatory changes.

The bond market has also fueled an increase in overall asset allocations, even though the percentage of bonds has not risen significantly

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The absolute scale of bond investments has expanded throughout the year, reflecting the shift in strategy towards higher-yielding and relatively safer assets following a stricter regulatory environment concerning high-interest depositsThese developments could suggest that forthcoming months will witness a more aggressive pursuit of bond purchases as investors leverage their positions in response to changing market sentiments.

In terms of equilibrium, the average yield on wealth management products has slid to 2.65%, a year-over-year decline of 29 basis pointsNevertheless, wealth management continues to showcase enticing yields compared to traditional savings accounts, particularly given current market conditions and liquidity options available to investorsThis serves as an attractive alternative, sustaining investor interest despite regulatory headwinds.

Interestingly, 2024 witnessed no new licenses granted for wealth management companies, leading to accelerated exits from the market by small and medium-sized banksConsequently, the market shares of wealth management firms have seen a substantial uptick across the board, with the joint-stock bank subsidiaries maintaining their dominanceThe rise of Agricultural Bank of China’s wealth management arm to become the third largest highlights the potency of state-owned enterprises in this sector.

The channel for distribution of wealth management products has also expanded, with total direct sales reaching 5.1 trillion yuan, reflecting robust growth from the previous yearThis growth can be attributed to strategic enhancements by financial institutions, improving infrastructure, and a heightened willingness among investors to actively engage in wealth managementThe number of banking institutions involved in distribution of third-party wealth management products surged to 562, providing a diverse array of options for customers and enhancing overall bank revenues through intermediary services.

The year 2024 has distinctly emerged as an era of remarkable growth for wealth management

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Data reveals that throughout the year, the total value of wealth management products in the market reached 29.95 trillion yuan, representing an impressive increase of 3.15 trillion yuan from the previous yearThis extensive growth implies a dynamic reorientation within the sector, propelled primarily by regulatory adjustments and a responsive investment sentiment.

Amidst the crackdown on high-interest saving schemes, many cash management products experienced significant dips in yields; annualized returns fell from around 2.3% at the beginning of 2024 to approximately 1.6% by year-end, leading to a contraction in cash management product assets by 1.24 trillion yuanConversely, non-cash managed fixed income products have maintained buoyancy, with significant yield attractions reported, occasionally exceeding 3% in three-month annualized returns.

Looking ahead at 2025, it appears we will witness a reductions in growth stimulantsThe anticipated lowering of deposit interest rates should facilitate a gradual reallocation of funds into wealth management products, although the process appears incrementalFollowing major deposits maturing and regulatory shifts, we foresee a more nuanced flow of capital into wealth management avenues.

With the suspension of additional subsidies for deposits, it is projected that new allocations in wealth management could reach between 31.5 trillion yuan and 32 trillion yuan based on conservative and aggressive estimatesThese figures epitomize the potential of the market to rebound and adapt to new conditions as financial institutions recalibrate their strategies.

As the landscape of asset management continues to evolve, scrutiny of investment behaviors is paramount, particularly with the ongoing restrictions on traditional savings and trust instruments

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