For international investment managers looking to grab a slice of China’s retail funds market, branding and marketing are crucial. Most foreign managers have to work hard to raise brand recognition in an immature investment culture where trust and popularity are as important as outsized returns.

Stewart Aldcroft, chief executive of CitiTrust, which provides trustee and administrative services in Hong Kong, said: "A big issue for all fund managers is one of branding. Most foreign fund managers have no branding in the mainland - within China the mainland funds are dominant. Even the biggest names are relatively unknown in China."