In recent times, a notable shift has occurred in the attitudes of investors towards public mutual funds in ChinaWith the market experiencing fluctuations and volatility, many investors are adopting a "break-even redemption" approach, indicating that their primary concern is not necessarily about future gains but rather about recouping lost fundsOne industry insider, Xiao Qin, who works at a fund company, shared that whereas family and friends once clamored for advice on "which funds to buy", their inquiries have morphed into desperate pleas to "sell their current funds without incurring losses". This reflects a broader sentiment that has arisen as the investment landscape continues to evolve.

The public mutual fund sector has historically played a pivotal role in helping investors preserve and grow their wealth amid China’s rapid economic developmentFor a number of years, it had earned a strong reputation, attributed to its success in delivering satisfactory returns for investorsHowever, an extended period of market corrections recently has led to significant challenges within the sector, exposing vulnerabilities in the foundation that supported its previous growth.

As the equity markets exhibit signs of recovery, public fund companies find themselves grappling with a crisis of trust rooted in their prior scale-driven growth strategiesThe challenge now is to shift focus from sheer size to cultivating and enhancing investor experienceFund companies must reflect deeply on their operational structures, and acknowledge the demands of investors who now prioritize active management capabilities and product innovationThe journey toward regaining investor confidence will necessitate a fundamental transformation of the industry, wherein the emphasis will be placed squarely on long-term investor returns and satisfaction, rather than short-term growth metrics.

The over-reliance on a scale-oriented model has started to backfire remarkablyEstablished twenty-six years ago under the banner of inclusive finance, the Chinese public fund industry was initially envisioned to support the preservation and enhancement of household wealth

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As a response to a growing economy and a burgeoning middle class, the sector thrived, harnessing the collective interest in capital appreciation to swell its assets under management.

However, the very success that propelled the industry forward has also led to a deviance from its foundational missionFund companies, seeking to capitalize on the booming market, thrived on a model that worshiped size above all elseAs a result, financial institutions engaged in aggressive marketing campaigns during market highs, launching myriad products that often lacked genuine differentiatorsIn the rush to create "star" fund managers, the industry witnessed the rise of multiple high-profile fund products, leading to a saturation of similar strategies that offered little meaningful diversity to investors.

This shallow focus led to several unintended consequencesFor instance, the over-marketing of funds based solely on short-term performance disregarded the fundamental principles of investor risk tolerance and the long-term nature of financial marketsUnsurprisingly, when market dynamics shifted, this approach unraveled spectacularly, leading to instances of dramatic fund collapsesFund companies that dared to chase high returns also faced massive fallout when their strategies could not withstand the market realities, particularly evidenced during turbulent periods where redemptions soared.

An example from a Southern China fund company is illustrative of these highs and lowsThe firm began with a management scale of under 400 billion yuan at the end of 2019. Driven by a flurry of new product launches from 2020 to 2021, its asset size surged to over 900 billion yuan by mid-2022. However, after the bloom faded, the performance of these funds led to disappointing outcomes, with the net value plummeting dramatically, frustrating investors whose funds dwindled below 0.4 yuan.

Furthermore, the allure of "star" fund managers has also wanedFor instance, a fund that was heavily promoted based on a prior year's performance accolades saw a steep decline in its net value, burdening investors with significant losses

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Such trends highlight a pressing need for the industry to realign its focus back to the core values of investor-centric service.

During the market's tumultuous lows, investors have frequently voiced their frustrations, articulating sentiments like "a 50% loss means I need to double my remaining investment just to break even; it's daunting!" and "I thought leaving the management to professionals would yield better results, yet I find myself facing these losses." It is clear that the industry must refocus and renew its commitment to protecting and growing investor capital.

This recalibration starts with recognizing that public funds must serve as instruments for financial inclusivityAs the narrative shifts from growth for growth’s sake to a patient focus on investor experiences and returns, fund companies are beginning to moderate their scale-oriented rushFor example, Jin Ying Fund has emphasized that prioritizing investor interests will lead to a mutually beneficial relationship, promoting a more sustainable growth trajectory over pure asset size.

Practically, fund managers are being encouraged to implement tighter constraints on how many funds they manage, ensuring that quality trumps quantityThere is an emerging framework in firms that dynamically tracks the capacity of fund managers based on key performance metricsOnce their management scale approaches an internal limit, firms can intervene to maintain quality, protecting investors’ interestsSuch measures are indicative of a more holistic approach that aligns the objectives of investors and managers alike.

Moreover, the emphasis on creating consistent returns should not only be for fund managers but also extend to all employees within the industryBy instituting a structure wherein their compensation is tied to the long-term success of the products they represent, fund companies are ensuring that the interests of management and investors do not diverge.

In this landscape of transformation, it is crucial that mutual funds not only enhance their investment research capabilities but also deepen their understanding of macroeconomic factors, industry-specific dynamics, and even corporate governance

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