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“至少600万元才能进门的私人银行,如今成了银行争抢的‘香饽饽’。”2024年,中国私人银行客户总数突破171万户,同比增长17.4%,邮储银行客户增速甚至达到27%。这个被称为"财富皇冠明珠"的市场,正经历前所未有的变局。

2024年私行客户数(数据源于源于商业银行2024年年报,图源新财道财富管理官微)

这场“抢客”大战的背后,既是银行业应对盈利压力的无奈之举,也是高净值人群财富管理需求爆发的必然结果。

私人银行为何狂飙?

(一)银行“自救”的必选项

2024年,中国银行业面临两大难题:净息差跌破1.8%的警戒线,传统存贷业务利润缩水;保险、基金等中间收入也因政策调整大幅下滑。此时,私人银行凭借“轻资本、高收益”的特点,成为银行的救命稻草——其管理费收入模式无需承担巨额资本消耗,却能贡献高达20%-25%的净资产收益率(ROE),远超行业平均水平。

(二)高净值人群的财富“蓄水池”

中国居民存款已超150万亿元,但普通存款利率低迷,富人急需多元化资产配置。私人银行瞄准的正是这批“钱多需求多”的客户:企业家占私行客户近70%,他们不仅要管钱,还要解决企业融资、家族传承、税务规划甚至子女教育等问题。

银行“抢客”的三大狠招

(一)服务“内卷”:从理财到生活全包

工商银行私人银行客户可享受全球顶级医院的预约挂号,甚至获得诺贝尔奖得主的健康咨询。某股份制银行曾为客户抢购周杰伦演唱会内场票,费用高达2万元/张;平安银行推出"私人银行专属打新通道",2024年为客户捕获18只翻倍新股,平均收益达320%......

(二)产品升级:信托成新战场

家族信托业务增速惊人:中国银行2024年信托客户增长61.92%,交通银行家族财富规模增长43.56%。这类产品不仅能避税避债,还能实现财富跨代传承,成为高净值客户的“刚需”。

(三)资源整合:银行变“超级管家”

私人银行不再单打独斗,而是联合券商、保险、信托甚至医疗机构,打造“财富+生活+传承”生态圈。例如,平安银行推出“综合金融+医疗健康”服务,用非金融权益增强客户黏性;农业银行与爱马仕合作,私行客户可优先购买Birkin包,2024年通过该渠道消化的限量款占比达23%;信银行联合蓝色起源,为客户提供亚轨道飞行体验,单次费用280万美元,2024年售出12个席位......

光鲜背后的隐忧

“抢人大战”的背后,也不乏隐忧。多数银行私行业务仍集中在理财、保险等传统领域,差异化不足。一名客户经理坦言:“客户今天因收益率高而来,明天就可能因别家多0.1%而离开。此外,高净值客户需要懂投资、税务、法律的复合型人才,但这类专家稀缺。部分银行客户经理甚至从私募“挖角”,但因银行体制僵化,难以留住人才。

除了银行本身,券商、信托也在“抢饭碗”。国泰君安等券商推出“管家式服务”,平安信托发力家族信托,第三方理财公司也虎视眈眈。一位业内人士直言:“真正的私人银行可能不会出现在银行业“。

未来:从“抢客户”到“留客户”

(一)数字化转型:用AI“读懂”富人

招商银行通过数据分析预测客户需求,高盛则用人工智能定制服务。未来,谁能用科技精准匹配客户需求,谁就能占得先机。

(二)公私联动:从企业主身上“挖矿”

建设银行通过服务科创企业批量获取私行客户,光大银行则将信用卡分期与公司金融联动。企业家客户的上下游资源,成为银行拓展业务的突破口。

(三)专业壁垒:培养“全能型”团队

平安银行计划打造既懂金融又懂医疗、教育的顾问团队,这类人才目前全国不足3万人。专业能力,将是私行业务的核心竞争力。

私人银行的“抢客”大战,本质是银行业转型的缩影。当传统业务增长乏力,服务高净值人群成为银行突围的关键。然而,若不能解决同质化、人才短缺等问题,这场盛宴可能只是昙花一现。正如业内人士所言:“富人不缺钱,缺的是真正懂他们的服务。”未来的私人银行,不仅要会“抢”,更要会“养”。

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