---
title: "Leading Active Equity Players Enter, ETF Industry Enters Era of Branding"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/280378058.md"
description: "As the ETF market develops rapidly, leading active equity institutions are actively entering. Dongfanghong Asset Management and Xingzheng Global Fund have each submitted their ETF products. Meanwhile, several major ETF players are renaming their products and focusing on index investment mini-programs. Industry insiders believe that competition in the ETF industry will shift from products to brand building and service ecosystem construction in the future"
datetime: "2026-03-24T22:28:00.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/280378058.md)
  - [en](https://longbridge.com/en/news/280378058.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/280378058.md)
---

# Leading Active Equity Players Enter, ETF Industry Enters Era of Branding

The rapidly developing ETF market is attracting leading active equity institutions to enter one after another. Recently, Dongfanghong Asset Management submitted its first ETF, and Xingzheng Global Fund submitted its second ETF. At the same time, several leading ETF players have successively completed the renaming of their products, focusing on index investment mini-programs. In the view of industry insiders, the focus of competition in the ETF industry will gradually shift from product breakthroughs to building brands and constructing service ecosystems. (Shanghai Securities News)

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