23家券商投顾成绩单：13家收入增加，国泰君安下跌近七成

Core Insights - The securities industry is transitioning from "scale expansion" to "value cultivation," with a consensus on prioritizing client interests, leading to a shift from "sell-side" to "buy-side advisory" [1][7] - The performance of advisory services in 2024 shows mixed results, with an average contribution of only 1.1% to total revenue among 23 A-share brokers [1][2] Advisory Business Performance - Eight brokers reported advisory revenues exceeding 100 million yuan, with China International Capital Corporation (CICC) leading at 553 million yuan, followed by CITIC Securities at 507 million yuan [2][3] - CICC and Guotai Junan experienced significant declines in advisory revenue, with decreases of 19.3% and 69.3% respectively, marking them as the only brokers in the "billion club" with negative growth [2][3] Revenue Growth and Decline - The average revenue from advisory services among the 23 brokers was only 1.26 million yuan, with notable declines from Guotai Junan (69.3%) and Huatai Securities (41.5%) [3][4] - Conversely, Fangzheng Securities saw a remarkable increase of 217.5% in advisory revenue, reaching 85 million yuan, indicating a successful transition to a digital advisory platform [4][5] Market Trends and Strategies - Smaller brokers are leveraging advisory services for differentiation, with Zhongyuan Securities achieving the highest advisory revenue ratio at 3.4% [5][6] - The industry is moving towards professionalized services and client segmentation, with larger brokers focusing on comprehensive product offerings while smaller firms target high-net-worth clients [6][7] Innovations and New Approaches - Brokers are exploring new products and channels, including AI and online platforms, to enhance client engagement and service delivery [7][8] - Dongfang Securities launched two product series under its fund advisory business, achieving a total scale of approximately 15.37 billion yuan, reflecting a 7.05% growth [9]