818 Wealth Festival Marks 10 Years as Brokerages Shift to Long-Term Engagement

The 818 Wealth Management Festival has reached its 10th anniversary. Since it was first introduced by Guotai Junan Securities (now Guotai Haitong Securities) in 2017, the number of participating securities firms has grown to more than 30. The event's format has evolved from product-led promotions in its early years into a comprehensive service platform covering livestreaming, investor education, interactive competitions and technology-enabled capabilities. As the event marks its 10th year in 2026, its development path reflects the transformation trends underway in the wealth management sector.

The industry ecosystem has undergone notable changes during this period, moving from the traffic-driven expansion model of the internet era toward refined operations. AI technology has advanced from the conceptual stage into practical application. The development of the 818 Wealth Festival can be divided into three phases: Phase 1.0 centred on distributing red envelopes and wealth-management vouchers; Phase 2.0 introduced livestreaming, short videos and gamified investor education; and Phase 3.0 emphasises AI empowerment and long-term companionship. Both technological tools and service logic have been adjusted in line with the evolution of each phase.