After the rapid development of internet finance, fund sales are bound to face the innovation of sales model. Ant Financial and JD Finance have launched their own fund sales platforms, hoping to pay attention to the development prospects in this field. But it is precisely because of the hasty intervention that the corresponding functions are not perfect and mature, which also leads to the current fund sales platform only staying at the theoretical level. Even if it becomes the mainstream trend in the future and even becomes the industry standard in the field of Internet finance, it will not be realized in a short time. The models used in fund sales in different periods also have their own characteristics. In today's Internet era, the original offline mode of fund sales can no longer meet the public's financial needs, which is also the reason why Jingdong Finance launched JD.COM experts and Ant Financial Services to launch wealth.

The brilliant development of internet finance is closely related to the urgent needs of the public. Although offline sales still occupy a major position today, it has shown a trend that does not conform to the characteristics of the times, and online operation platform has become a new sales model that complements offline sales model. Although the development prospect of the above model is ideal, it is still in the exploration stage, and neither the regulatory measures nor the technical support have reached the ideal state, but the fund sales on the online platform will inevitably be excessive in this direction in the future, that is to say, the fund sales on the online platform will become the industry standard. However, judging from the two Internet finance companies that have opened their own operating platforms, Ant Financial will have policy restrictions on its own operations because it has equity-participating funds, which is also a constraint factor for its uncertain future.

For the future online sales model, the game between funds and platforms will definitely be more intense. At present, the information we have learned is that the self-operated platform still adopts the consignment mode, and there will be no substantive contact between customers and fund companies, which also leads to the fund companies being unable to grasp a large amount of customer information, and it is difficult to ensure the complete opening of the platform and fund companies, which is also the key factor for whether the self-operated model can achieve the expected development goals. For wealth management users, whether it is the traditional purchase channel or the online self-operated mode, the purchase method is just different. What customers care about is the rate of return and stability of the fund, so it will not be the decisive factor of model innovation. Of course, a perfect supervision system and a mature operation mode are the basic prerequisites for a brand-new fund sales model to become an industry standard.