<?xml version="1.0" encoding="US-ASCII"?>
<!-- DFIN Xcelerate Taxonomy Labels Linkbase - https://www.dfinsolutions.com/ -->
<!-- Version: 6.23.6 -->
<!-- Round: 6 -->
<!-- Creation date: 2019-04-25T07:24:00Z -->
<!-- Copyright (c) 2019 Donnelley Financial Solutions, Inc. All Rights Reserved. -->
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AccountsPayablePurchaseOfPropertyPlantAndEquipment" xlink:label="noah_AccountsPayablePurchaseOfPropertyPlantAndEquipment"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AccountsPayablePurchaseOfPropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_7258021_1863592_3_1">Accounts Payable Purchase of Property Plant And Equipment</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AccountsReceivableNetCurrent" xlink:label="us-gaap_AccountsReceivableNetCurrent"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AccountsReceivableNetCurrent_lbl" xml:lang="en-US" id="id_7258021_1776712_2_1">Accounts receivable, net of allowance for doubtful accounts</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AccountsReceivableNetCurrent_lbl" xml:lang="en-US" id="id_7258021_1776712_12_1">Accounts receivable, net of allowance for doubtful accounts of nil as of December 31, 2017 and December 31, 2018</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AccruedIncomeTaxesCurrent" xlink:label="us-gaap_AccruedIncomeTaxesCurrent"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AccruedIncomeTaxesCurrent_lbl" xml:lang="en-US" id="id_7258021_1776292_2_1">Income tax payable</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AccruedLiabilitiesAndEmployeeRelatedLiabilitiesCurrent" xlink:label="noah_AccruedLiabilitiesAndEmployeeRelatedLiabilitiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AccruedLiabilitiesAndEmployeeRelatedLiabilitiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1845419_3_1">The total of the carrying values as of the balance sheet date of obligations incurred through that date and payable for obligations related to services received from employees, such as accrued salaries and bonuses, payroll taxes and fringe benefits. Used to reflect the current portion of the liabilities (due within one year or within the normal operating cycle if longer).</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AccumulatedDepreciationDepletionAndAmortizationPropertyPlantAndEquipment" xlink:label="us-gaap_AccumulatedDepreciationDepletionAndAmortizationPropertyPlantAndEquipment"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AdjustmentsToRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844583_3_1">Adjustments to Retained Earnings by Termination of Redeemable Non Controlling Interest of Subsidiary.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AdjustmentsToRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844583_1_1">Adjustments to Retained Earnings by Termination of Redeemable Non Controlling Interest of Subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="noah_AdjustmentsToRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844583_14_1">Termination of redeemable non-controlling interest of a subsidiary (Note 13)</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AdoptionOfASUConsolidationPolicyPolicyTextBlock" xlink:label="noah_AdoptionOfASUConsolidationPolicyPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AdoptionOfASUConsolidationPolicyPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1967685_3_1">Adoption of ASU Consolidation.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AdoptionOfASUConsolidationPolicyPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1967685_1_1">Adoption Of ASU Consolidation Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AdoptionOfASUConsolidationPolicyPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1967685_2_1">Consolidation Policy Upon Adoption of ASU No. 2015-02 and 2016-17</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AdvancesToVendors" xlink:label="noah_AdvancesToVendors"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AdvancesToVendors_lbl" xml:lang="en-US" id="id_7258021_2004108_3_1">Advances to vendors.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AdvancesToVendors_lbl" xml:lang="en-US" id="id_7258021_2004108_1_1">Advances to Vendors</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AdvancesToVendors_lbl" xml:lang="en-US" id="id_7258021_2004108_2_1">Advance to vendors</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AdvancesToVendors" xlink:to="noah_AdvancesToVendors_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AfterModificationMember" xlink:label="noah_AfterModificationMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AfterModificationMember_lbl" xml:lang="en-US" id="id_7258021_1907146_3_1">After Modification [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AfterModificationMember_lbl" xml:lang="en-US" id="id_7258021_1907146_1_1">After Modification [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AfterModificationMember_lbl" xml:lang="en-US" id="id_7258021_1907146_2_1">After Modification</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AfterModificationMember" xlink:to="noah_AfterModificationMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AirlineAndRailwayTicketMember" xlink:label="noah_AirlineAndRailwayTicketMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AirlineAndRailwayTicketMember_lbl" xml:lang="en-US" id="id_7258021_2004105_3_1">Airline and railway ticket.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AirlineAndRailwayTicketMember_lbl" xml:lang="en-US" id="id_7258021_2004105_1_1">Airline and Railway Ticket [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AirlineAndRailwayTicketMember_lbl" xml:lang="en-US" id="id_7258021_2004105_2_1">Airline and Railway Ticket [Member]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AirlineAndRailwayTicketMember" xlink:to="noah_AirlineAndRailwayTicketMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent_lbl" xml:lang="en-US" id="id_7258021_1776371_1_1">Allowance for Doubtful Accounts Receivable, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent_lbl" xml:lang="en-US" id="id_7258021_1776371_2_1">Accounts receivable, allowance for doubtful accounts</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent" xlink:to="us-gaap_AllowanceForDoubtfulAccountsReceivableCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AllowanceForDoubtfulAccountsReceivableReversals" xlink:label="noah_AllowanceForDoubtfulAccountsReceivableReversals"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AllowanceForDoubtfulAccountsReceivableReversals_lbl" xml:lang="en-US" id="id_7258021_1840515_3_1">Allowance for Doubtful Accounts Receivable, Reversals</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AllowanceForDoubtfulAccountsReceivableReversals_lbl" xml:lang="en-US" id="id_7258021_1840515_1_1">Allowance for Doubtful Accounts Receivable, Reversals</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="noah_AllowanceForDoubtfulAccountsReceivableReversals_lbl" xml:lang="en-US" id="id_7258021_1840515_14_1">Reversal of allowance provided</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AllowanceForDoubtfulAccountsReceivableReversals" xlink:to="noah_AllowanceForDoubtfulAccountsReceivableReversals_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AllowanceForLoanLossesPercentage" xlink:label="noah_AllowanceForLoanLossesPercentage"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AllowanceForLoanLossesPercentage_lbl" xml:lang="en-US" id="id_7258021_1988648_3_1">Allowance for loan losses, percentage.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AllowanceForLoanLossesPercentage_lbl" xml:lang="en-US" id="id_7258021_1988648_1_1">Allowance for Loan Losses, Percentage</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AllowanceForLoanLossesPercentage_lbl" xml:lang="en-US" id="id_7258021_1988648_2_1">Loan loss provision rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AllowanceForLoanLossesPercentage" xlink:to="noah_AllowanceForLoanLossesPercentage_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AllowanceForLoanLossesRollForwardTableTextBlock" xlink:label="noah_AllowanceForLoanLossesRollForwardTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AllowanceForLoanLossesRollForwardTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1965597_3_1">Allowance For Loan Losses Roll forward [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AllowanceForLoanLossesRollForwardTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1965597_1_1">Allowance For Loan Losses Roll forward [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AllowanceForLoanLossesRollForwardTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1965597_2_1">Activity in Allowance for Loan Losses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AllowanceForLoanLossesRollForwardTableTextBlock" xlink:to="noah_AllowanceForLoanLossesRollForwardTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AllowanceForNotesAndLoansReceivableCurrent" xlink:label="us-gaap_AllowanceForNotesAndLoansReceivableCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AllowanceForNotesAndLoansReceivableCurrent_lbl" xml:lang="en-US" id="id_7258021_1776380_1_1">Allowance for Notes, Loans and Financing Receivable, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AllowanceForNotesAndLoansReceivableCurrent_lbl" xml:lang="en-US" id="id_7258021_1776380_2_1">Loan receivables, allowance for loan losses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_AllowanceForNotesAndLoansReceivableCurrent_lbl" xml:lang="en-US" id="id_7258021_1776380_14_1">Allowance for loan losses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllowanceForNotesAndLoansReceivableCurrent" xlink:to="us-gaap_AllowanceForNotesAndLoansReceivableCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="https://xbrl.sec.gov/dei/2018/dei-2018-01-31.xsd#dei_AmendmentFlag" xlink:label="dei_AmendmentFlag"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_AmendmentFlag_lbl" xml:lang="en-US" id="id_7258021_1776403_1_1">Amendment Flag</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_AmendmentFlag_lbl" xml:lang="en-US" id="id_7258021_1776403_2_1">Amendment Flag</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_AmendmentFlag" xlink:to="dei_AmendmentFlag_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AmericanDepositaryShareMember" xlink:label="noah_AmericanDepositaryShareMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AmericanDepositaryShareMember_lbl" xml:lang="en-US" id="id_7258021_1944612_3_1">American Depositary Share [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AmericanDepositaryShareMember_lbl" xml:lang="en-US" id="id_7258021_1944612_1_1">American Depositary Share [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AmericanDepositaryShareMember_lbl" xml:lang="en-US" id="id_7258021_1944612_2_1">American Depositary Share</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AmericanDepositaryShareMember" xlink:to="noah_AmericanDepositaryShareMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AmericanDepositarySharesMember" xlink:label="noah_AmericanDepositarySharesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AmericanDepositarySharesMember_lbl" xml:lang="en-US" id="id_7258021_1913571_3_1">American Depositary Shares [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AmericanDepositarySharesMember_lbl" xml:lang="en-US" id="id_7258021_1913571_1_1">American Depositary Shares [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AmericanDepositarySharesMember_lbl" xml:lang="en-US" id="id_7258021_1913571_2_1">American Depositary Shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AmericanDepositarySharesMember" xlink:to="noah_AmericanDepositarySharesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AmericanDepositorySharesToSharesRatio" xlink:label="noah_AmericanDepositorySharesToSharesRatio"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AmericanDepositorySharesToSharesRatio_lbl" xml:lang="en-US" id="id_7258021_1891362_3_1">American Depository Shares to Shares Ratio</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AmericanDepositorySharesToSharesRatio_lbl" xml:lang="en-US" id="id_7258021_1891362_1_1">American Depository Shares to Shares Ratio</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AmericanDepositorySharesToSharesRatio_lbl" xml:lang="en-US" id="id_7258021_1891362_2_1">Number of ADS that each ordinary share represents</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AmericanDepositorySharesToSharesRatio" xlink:to="noah_AmericanDepositorySharesToSharesRatio_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AmortizationOfUnearnedIncomeForFinancialLease" xlink:label="noah_AmortizationOfUnearnedIncomeForFinancialLease"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AmortizationOfUnearnedIncomeForFinancialLease_lbl" xml:lang="en-US" id="id_7258021_1844803_3_1">Amortization of Unearned Income for Financial Lease.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AmortizationOfUnearnedIncomeForFinancialLease_lbl" xml:lang="en-US" id="id_7258021_1844803_1_1">Amortization of Unearned Income for Financial Lease</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AmortizationOfUnearnedIncomeForFinancialLease_lbl" xml:lang="en-US" id="id_7258021_1844803_2_1">Amortization of unearned income for financial leases</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AmortizationOfUnearnedIncomeForFinancialLease" xlink:to="noah_AmortizationOfUnearnedIncomeForFinancialLease_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AmountDueFromRelatedPartiesMember" xlink:label="noah_AmountDueFromRelatedPartiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AmountDueFromRelatedPartiesMember_lbl" xml:lang="en-US" id="id_7258021_1935471_3_1">Amount Due From Related Parties [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AmountDueFromRelatedPartiesMember_lbl" xml:lang="en-US" id="id_7258021_1935471_1_1">Amount Due From Related Parties [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AmountDueFromRelatedPartiesMember_lbl" xml:lang="en-US" id="id_7258021_1935471_2_1">Amount due from related parties</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AmountDueFromRelatedPartiesMember" xlink:to="noah_AmountDueFromRelatedPartiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries" xlink:label="us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries_lbl" xml:lang="en-US" id="id_7258021_1776418_1_1">Amount of Restricted Net Assets for Consolidated and Unconsolidated Subsidiaries</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries_lbl" xml:lang="en-US" id="id_7258021_1776418_2_1">Restricted net assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries" xlink:to="us-gaap_AmountOfRestrictedNetAssetsForConsolidatedAndUnconsolidatedSubsidiaries_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount_lbl" xml:lang="en-US" id="id_7258021_1776649_1_1">Antidilutive Securities Excluded from Computation of Earnings Per Share, Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount_lbl" xml:lang="en-US" id="id_7258021_1776649_2_1">Antidilutive securities excluded from computation of earnings per share</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount" xlink:to="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis_lbl" xml:lang="en-US" id="id_7258021_1776205_1_1">Antidilutive Securities [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis_lbl" xml:lang="en-US" id="id_7258021_1776205_2_1">Antidilutive Securities [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis" xlink:to="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareByAntidilutiveSecuritiesAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareLineItems" xlink:label="us-gaap_AntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareLineItems"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AssetManagementIndustryMember_lbl" xml:lang="en-US" id="id_7258021_1953838_3_1">Asset Management Industry [Member]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AssetsAbstract" xlink:label="us-gaap_AssetsAbstract"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AssetsAndLiabilitiesEliminatedUponConsolidationAbstract_lbl" xml:lang="en-US" id="id_7258021_1807024_3_1">Assets and Liabilities Eliminated upon Consolidation [Abstract]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AssetsCurrentAbstract" xlink:label="us-gaap_AssetsCurrentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1776231_1_1">Assets, Current [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1776231_2_1">Current assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AssetsCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1776231_12_1">Current assets:</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1776675_2_1">Assets reported at fair value on a non-recurring basis</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AssetsTotalMember" xlink:label="us-gaap_AssetsTotalMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsTotalMember_lbl" xml:lang="en-US" id="id_7258021_1776895_1_1">Assets, Total [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsTotalMember_lbl" xml:lang="en-US" id="id_7258021_1776895_2_1">Total Assets</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_AvailableForSaleInvestments" xlink:label="noah_AvailableForSaleInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_AvailableForSaleInvestments_lbl" xml:lang="en-US" id="id_7258021_1860882_3_1">Available For Sale Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_AvailableForSaleInvestments_lbl" xml:lang="en-US" id="id_7258021_1860882_1_1">Available For Sale Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_AvailableForSaleInvestments_lbl" xml:lang="en-US" id="id_7258021_1860882_2_1">Available for sale investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_AvailableForSaleInvestments" xlink:to="noah_AvailableForSaleInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AvailableForSaleSecurities" xlink:label="us-gaap_AvailableForSaleSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1777134_1_1">Available-for-sale Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1777134_2_1">Available-for-sale investments in debt securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AvailableForSaleSecurities" xlink:to="us-gaap_AvailableForSaleSecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AvailableForSaleSecuritiesAmortizedCost" xlink:label="us-gaap_AvailableForSaleSecuritiesAmortizedCost"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AvailableForSaleSecuritiesAmortizedCost_lbl" xml:lang="en-US" id="id_7258021_1777565_1_1">Available-for-sale Securities, Amortized Cost Basis</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AvailableForSaleSecuritiesAmortizedCost_lbl" xml:lang="en-US" id="id_7258021_1777565_2_1">Amortized cost of the available-for-sale investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AvailableForSaleSecuritiesAmortizedCost" xlink:to="us-gaap_AvailableForSaleSecuritiesAmortizedCost_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AvailableForSaleSecuritiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1776925_1_1">Available-for-sale Securities, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AvailableForSaleSecuritiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1776925_2_1">Available for sale investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AvailableForSaleSecuritiesCurrent" xlink:to="us-gaap_AvailableForSaleSecuritiesCurrent_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AvailableForSaleSecuritiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1777593_1_1">Available-for-sale Securities, Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AvailableForSaleSecuritiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1777593_2_1">Available-for-sale investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AvailableForSaleSecuritiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1777593_12_1">Available-for-sale investments in debt securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AvailableForSaleSecuritiesNoncurrent" xlink:to="us-gaap_AvailableForSaleSecuritiesNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_AwardTypeAxis" xlink:label="us-gaap_AwardTypeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AwardTypeAxis_lbl" xml:lang="en-US" id="id_7258021_1777388_1_1">Award Type [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AwardTypeAxis_lbl" xml:lang="en-US" id="id_7258021_1777388_2_1">Award Type [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AwardTypeAxis" xlink:to="us-gaap_AwardTypeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_BasisOfAccountingPolicyPolicyTextBlock" xlink:label="us-gaap_BasisOfAccountingPolicyPolicyTextBlock"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_BeforeModificationMember" xlink:label="noah_BeforeModificationMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_BeforeModificationMember_lbl" xml:lang="en-US" id="id_7258021_1906803_3_1">Before Modification [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_BeforeModificationMember_lbl" xml:lang="en-US" id="id_7258021_1906803_1_1">Before Modification [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_BeforeModificationMember_lbl" xml:lang="en-US" id="id_7258021_1906803_2_1">Before Modification</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember" xlink:label="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember_lbl" xml:lang="en-US" id="id_7258021_1906597_3_1">Beijing Sequoia Mingde Equity Investment Center Limited Partnership [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember_lbl" xml:lang="en-US" id="id_7258021_1906597_1_1">Beijing Sequoia Mingde Equity Investment Center Limited Partnership [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember_lbl" xml:lang="en-US" id="id_7258021_1906597_2_1">Beijing Sequoia Mingde Equity Investment Center (Limited Partnership)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember" xlink:to="noah_BeijingSequoiaMingdeEquityInvestmentCenterLimitedPartnershipMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_BuildingMember" xlink:label="us-gaap_BuildingMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BuildingMember_lbl" xml:lang="en-US" id="id_7258021_1777446_1_1">Building [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BuildingMember_lbl" xml:lang="en-US" id="id_7258021_1777446_2_1">Building</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BuildingMember" xlink:to="us-gaap_BuildingMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_BusinessAcquisitionAcquireeDomain" xlink:label="us-gaap_BusinessAcquisitionAcquireeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionAcquireeDomain_lbl" xml:lang="en-US" id="id_7258021_1777674_1_1">Business Acquisition, Acquiree [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionAcquireeDomain_lbl" xml:lang="en-US" id="id_7258021_1777674_2_1">Business Acquisition, Acquiree [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionAcquireeDomain" xlink:to="us-gaap_BusinessAcquisitionAcquireeDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_BusinessAcquisitionAxis" xlink:label="us-gaap_BusinessAcquisitionAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionAxis_lbl" xml:lang="en-US" id="id_7258021_1777238_1_1">Business Acquisition [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionAxis_lbl" xml:lang="en-US" id="id_7258021_1777238_2_1">Business Acquisition [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionAxis" xlink:to="us-gaap_BusinessAcquisitionAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired" xlink:label="us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired_lbl" xml:lang="en-US" id="id_7258021_1777017_1_1">Business Acquisition, Percentage of Voting Interests Acquired</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CapitalizedComputerSoftwareGross" xlink:label="us-gaap_CapitalizedComputerSoftwareGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalizedComputerSoftwareGross_lbl" xml:lang="en-US" id="id_7258021_1777747_1_1">Capitalized Computer Software, Gross</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_CarryingAmountAndMaximumExposureToLossForEquityMethodInvestmentsTableTextBlock" xlink:label="noah_CarryingAmountAndMaximumExposureToLossForEquityMethodInvestmentsTableTextBlock"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl" xml:lang="en-US" id="id_7258021_1777796_1_1">Cash and Cash Equivalents, at Carrying Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl" xml:lang="en-US" id="id_7258021_1777796_4_1">Cash and cash equivalents</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl" xml:lang="en-US" id="id_7258021_1777796_2_1">Cash and cash equivalent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl" xml:lang="en-US" id="id_7258021_1777796_12_1">Cash and cash equivalents</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:to="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1778242_1_1">Cash and Cash Equivalents, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1778242_2_1">Cash and Cash Equivalents</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashAndCashEquivalentsRestrictedCashAndCashEquivalentsPolicy_lbl" xml:lang="en-US" id="id_7258021_1778243_1_1">Cash and Cash Equivalents, Restricted Cash and Cash Equivalents, Policy [Policy Text Block]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalentsAbstract" xlink:label="us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalentsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1778466_1_1">Cash, Cash Equivalents, Restricted Cash and Restricted Cash Equivalents [Abstract]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalentsPeriodIncreaseDecreaseIncludingExchangeRateEffect" xlink:label="us-gaap_CashCashEquivalentsRestrictedCashAndRestrictedCashEquivalentsPeriodIncreaseDecreaseIncludingExchangeRateEffect"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ChangeInNoncontrollingInterest" xlink:label="noah_ChangeInNoncontrollingInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ChangeInNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1840103_3_1">Change in noncontrolling interests.</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ClassificationOfVariableInterestEntityDomain" xlink:label="us-gaap_ClassificationOfVariableInterestEntityDomain"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ClassOfStockDomain_lbl" xml:lang="en-US" id="id_7258021_1778327_1_1">Class of Stock [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ClassOfStockDomain_lbl" xml:lang="en-US" id="id_7258021_1778327_2_1">Class of Stock [Domain]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/country/2017/country-2017-01-31.xsd#country_CN" xlink:label="country_CN"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConsolidationLessThanWhollyOwnedSubsidiaryParentOwnershipInterestEffectsOfChangesNetTextBlock_lbl" xml:lang="en-US" id="id_7258021_1778412_2_1">Summary of Effects of Changes in Group's Ownership Interest in Less than Wholly Owned Subsidiaries on Equity Attributable to Noah Holdings Limited Shareholders</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConsolidationPolicyTextBlock" xlink:label="us-gaap_ConsolidationPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConsolidationPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1778635_1_1">Consolidation, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConsolidationPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1778635_2_1">Principles of Consolidation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConsolidationPolicyTextBlock" xlink:to="us-gaap_ConsolidationPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConstructionInProgressGross" xlink:label="us-gaap_ConstructionInProgressGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConstructionInProgressGross_lbl" xml:lang="en-US" id="id_7258021_1778632_1_1">Construction in Progress, Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConstructionInProgressGross_lbl" xml:lang="en-US" id="id_7258021_1778632_2_1">Construction in progress</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConstructionInProgressGross" xlink:to="us-gaap_ConstructionInProgressGross_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ContractsExpirationMonthAndYear" xlink:label="noah_ContractsExpirationMonthAndYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ContractsExpirationMonthAndYear_lbl" xml:lang="en-US" id="id_7258021_1890801_3_1">Contracts Expiration Month and Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ContractsExpirationMonthAndYear_lbl" xml:lang="en-US" id="id_7258021_1890801_1_1">Contracts Expiration Month and Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ContractsExpirationMonthAndYear_lbl" xml:lang="en-US" id="id_7258021_1890801_2_1">Interest-free loans agreements expiry date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ContractsExpirationMonthAndYear" xlink:to="noah_ContractsExpirationMonthAndYear_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ContractTerminationSettlementAmount" xlink:label="noah_ContractTerminationSettlementAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ContractTerminationSettlementAmount_lbl" xml:lang="en-US" id="id_7258021_1844810_3_1">Contract termination settlement amount.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ContractTerminationSettlementAmount_lbl" xml:lang="en-US" id="id_7258021_1844810_1_1">Contract Termination Settlement Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ContractTerminationSettlementAmount_lbl" xml:lang="en-US" id="id_7258021_1844810_2_1">Contract termmination settlement amount</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ContractTerminationSettlementAmount" xlink:to="noah_ContractTerminationSettlementAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ContractWithCustomerRefundLiabilityCurrent" xlink:label="us-gaap_ContractWithCustomerRefundLiabilityCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractWithCustomerRefundLiabilityCurrent_lbl" xml:lang="en-US" id="id_7258021_1779322_1_1">Contract with Customer, Refund Liability, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractWithCustomerRefundLiabilityCurrent_lbl" xml:lang="en-US" id="id_7258021_1779322_2_1">Advance from customers</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractWithCustomerRefundLiabilityCurrent" xlink:to="us-gaap_ContractWithCustomerRefundLiabilityCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConversionOfStockAmountConverted1" xlink:label="us-gaap_ConversionOfStockAmountConverted1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConversionOfStockAmountConverted1_lbl" xml:lang="en-US" id="id_7258021_1779120_1_1">Conversion of Stock, Amount Converted</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConversionOfStockAmountConverted1_lbl" xml:lang="en-US" id="id_7258021_1779120_2_1">Conversion of convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockAmountConverted1" xlink:to="us-gaap_ConversionOfStockAmountConverted1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConvertibleDebtFairValueDisclosures" xlink:label="us-gaap_ConvertibleDebtFairValueDisclosures"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleDebtFairValueDisclosures_lbl" xml:lang="en-US" id="id_7258021_1778697_1_1">Convertible Debt, Fair Value Disclosures</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConvertibleDebtFairValueDisclosures_lbl" xml:lang="en-US" id="id_7258021_1778697_2_1">Convertible note, fair value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtFairValueDisclosures" xlink:to="us-gaap_ConvertibleDebtFairValueDisclosures_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConvertibleDebtMember" xlink:label="us-gaap_ConvertibleDebtMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleDebtMember_lbl" xml:lang="en-US" id="id_7258021_1778859_1_1">Convertible Debt [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConvertibleDebtMember_lbl" xml:lang="en-US" id="id_7258021_1778859_2_1">Convertible notes (Notes)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtMember" xlink:to="us-gaap_ConvertibleDebtMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConvertibleLongTermNotesPayable" xlink:label="us-gaap_ConvertibleLongTermNotesPayable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleLongTermNotesPayable_lbl" xml:lang="en-US" id="id_7258021_1779127_1_1">Convertible Notes Payable, Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConvertibleLongTermNotesPayable_lbl" xml:lang="en-US" id="id_7258021_1779127_2_1">Convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleLongTermNotesPayable" xlink:to="us-gaap_ConvertibleLongTermNotesPayable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ConvertibleNotesPayableCurrent" xlink:label="us-gaap_ConvertibleNotesPayableCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleNotesPayableCurrent_lbl" xml:lang="en-US" id="id_7258021_1779129_1_1">Convertible Notes Payable, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConvertibleNotesPayableCurrent_lbl" xml:lang="en-US" id="id_7258021_1779129_2_1">Convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayableCurrent" xlink:to="us-gaap_ConvertibleNotesPayableCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CostMethodInvestments" xlink:label="us-gaap_CostMethodInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostMethodInvestments_lbl" xml:lang="en-US" id="id_7258021_1778716_1_1">Cost Method Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostMethodInvestments_lbl" xml:lang="en-US" id="id_7258021_1778716_2_1">Long-term investment - cost method investment, Carrying Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostMethodInvestments" xlink:to="us-gaap_CostMethodInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CostMethodInvestmentsFairValueDisclosure" xlink:label="us-gaap_CostMethodInvestmentsFairValueDisclosure"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostMethodInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1779342_1_1">Cost Method Investments, Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostMethodInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1779342_2_1">Long-term investment - cost method investment, Fair Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostMethodInvestmentsFairValueDisclosure" xlink:to="us-gaap_CostMethodInvestmentsFairValueDisclosure_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CostsAndExpenses" xlink:label="us-gaap_CostsAndExpenses"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1779376_1_1">Costs and Expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1779376_6_1">Total operating cost and expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1779376_14_1">Total operating cost and expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTotalLabel" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1779376_19_1">Total operating cost and expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostsAndExpenses" xlink:to="us-gaap_CostsAndExpenses_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CostsAndExpensesAbstract" xlink:label="us-gaap_CostsAndExpensesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostsAndExpensesAbstract_lbl" xml:lang="en-US" id="id_7258021_1779165_1_1">Costs and Expenses [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostsAndExpensesAbstract_lbl" xml:lang="en-US" id="id_7258021_1779165_2_1">Operating cost and expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CostsAndExpensesAbstract_lbl" xml:lang="en-US" id="id_7258021_1779165_12_1">Operating cost and expenses:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostsAndExpensesAbstract" xlink:to="us-gaap_CostsAndExpensesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_CounterpartyNameAxis" xlink:label="srt_CounterpartyNameAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_CounterpartyNameAxis_lbl" xml:lang="en-US" id="id_7258021_1779175_1_1">Counterparty Name [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_CounterpartyNameAxis_lbl" xml:lang="en-US" id="id_7258021_1779175_2_1">Counterparty Name [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_CounterpartyNameAxis" xlink:to="srt_CounterpartyNameAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CreditConcentrationRiskMember" xlink:label="us-gaap_CreditConcentrationRiskMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CreditConcentrationRiskMember_lbl" xml:lang="en-US" id="id_7258021_1778748_1_1">Credit Concentration Risk [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CreditConcentrationRiskMember_lbl" xml:lang="en-US" id="id_7258021_1778748_2_1">Credit Concentration Risk</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CreditConcentrationRiskMember" xlink:to="us-gaap_CreditConcentrationRiskMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption" xlink:label="us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption_lbl" xml:lang="en-US" id="id_7258021_1778927_1_1">Cumulative Effect of New Accounting Principle in Period of Adoption</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption_lbl" xml:lang="en-US" id="id_7258021_1778927_2_1">Cumulative effect of adjustment from other comprehensive income to retained earnings</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption" xlink:to="us-gaap_CumulativeEffectOfNewAccountingPrincipleInPeriodOfAdoption_lbl"/>
    <loc xlink:type="locator" xlink:href="https://xbrl.sec.gov/dei/2018/dei-2018-01-31.xsd#dei_CurrentFiscalYearEndDate" xlink:label="dei_CurrentFiscalYearEndDate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_CurrentFiscalYearEndDate_lbl" xml:lang="en-US" id="id_7258021_1779406_1_1">Current Fiscal Year End Date</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_CurrentFiscalYearEndDate_lbl" xml:lang="en-US" id="id_7258021_1779406_2_1">Current Fiscal Year End Date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_CurrentFiscalYearEndDate" xlink:to="dei_CurrentFiscalYearEndDate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_CurrentIncomeTaxExpenseBenefit" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_7258021_1778770_1_1">Current Income Tax Expense (Benefit)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_7258021_1778770_2_1">Current Tax</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CurrentIncomeTaxExpenseBenefit" xlink:to="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtConversionByUniqueDescriptionAxis" xlink:label="us-gaap_DebtConversionByUniqueDescriptionAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionByUniqueDescriptionAxis_lbl" xml:lang="en-US" id="id_7258021_1779427_1_1">Debt Conversion Description [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtConversionByUniqueDescriptionAxis_lbl" xml:lang="en-US" id="id_7258021_1779427_2_1">Debt Conversion Description [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionByUniqueDescriptionAxis" xlink:to="us-gaap_DebtConversionByUniqueDescriptionAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtConversionConvertedInstrumentAmount1" xlink:label="us-gaap_DebtConversionConvertedInstrumentAmount1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionConvertedInstrumentAmount1_lbl" xml:lang="en-US" id="id_7258021_1779428_1_1">Debt Conversion, Converted Instrument, Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtConversionConvertedInstrumentAmount1_lbl" xml:lang="en-US" id="id_7258021_1779428_2_1">Portion of debt to be converted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentAmount1" xlink:to="us-gaap_DebtConversionConvertedInstrumentAmount1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtConversionNameDomain" xlink:label="us-gaap_DebtConversionNameDomain"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtConversionNameDomain_lbl" xml:lang="en-US" id="id_7258021_1779433_2_1">Debt Conversion, Name [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionNameDomain" xlink:to="us-gaap_DebtConversionNameDomain_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtConversionOriginalDebtAmount1_lbl" xml:lang="en-US" id="id_7258021_1778963_2_1">Amount of convertible notes converted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionOriginalDebtAmount1" xlink:to="us-gaap_DebtConversionOriginalDebtAmount1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtDisclosureAbstract" xlink:label="us-gaap_DebtDisclosureAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1779439_1_1">Debt Disclosure [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1779439_2_1">Debt Disclosure [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtDisclosureAbstract" xlink:to="us-gaap_DebtDisclosureAbstract_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1779440_1_1">Debt Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1779440_2_1">Convertible Notes</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl" xml:lang="en-US" id="id_7258021_1778970_1_1">Debt Instrument, Convertible, Conversion Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl" xml:lang="en-US" id="id_7258021_1778970_2_1">Debt instrument, initial conversion price</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:to="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentConvertibleConversionRatio1" xlink:label="us-gaap_DebtInstrumentConvertibleConversionRatio1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentConvertibleConversionRatio1_lbl" xml:lang="en-US" id="id_7258021_1779442_1_1">Debt Instrument, Convertible, Conversion Ratio</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentConvertibleConversionRatio1_lbl" xml:lang="en-US" id="id_7258021_1779442_2_1">Debt Instrument, initial conversion rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleConversionRatio1" xlink:to="us-gaap_DebtInstrumentConvertibleConversionRatio1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentFaceAmount" xlink:label="us-gaap_DebtInstrumentFaceAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentFaceAmount_lbl" xml:lang="en-US" id="id_7258021_1779447_1_1">Debt Instrument, Face Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentFaceAmount_lbl" xml:lang="en-US" id="id_7258021_1779447_2_1">Debt instrument, face amount</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentFaceAmount" xlink:to="us-gaap_DebtInstrumentFaceAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentFrequencyOfPeriodicPayment" xlink:label="us-gaap_DebtInstrumentFrequencyOfPeriodicPayment"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentFrequencyOfPeriodicPayment_lbl" xml:lang="en-US" id="id_7258021_1778820_1_1">Debt Instrument, Frequency of Periodic Payment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentFrequencyOfPeriodicPayment_lbl" xml:lang="en-US" id="id_7258021_1778820_2_1">Debt Instrument, frequency of periodic payment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentFrequencyOfPeriodicPayment" xlink:to="us-gaap_DebtInstrumentFrequencyOfPeriodicPayment_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl" xml:lang="en-US" id="id_7258021_1778826_1_1">Debt Instrument, Interest Rate, Stated Percentage</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl" xml:lang="en-US" id="id_7258021_1778826_2_1">Debt instrument, interest rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:to="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentLineItems" xlink:label="us-gaap_DebtInstrumentLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentLineItems_lbl" xml:lang="en-US" id="id_7258021_1778982_1_1">Debt Instrument [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentLineItems_lbl" xml:lang="en-US" id="id_7258021_1778982_2_1">Debt Instrument [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentLineItems" xlink:to="us-gaap_DebtInstrumentLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentMaturityDate" xlink:label="us-gaap_DebtInstrumentMaturityDate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentMaturityDate_lbl" xml:lang="en-US" id="id_7258021_1778983_1_1">Debt Instrument, Maturity Date</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentMaturityDate_lbl" xml:lang="en-US" id="id_7258021_1778983_2_1">Debt instrument, maturity date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentMaturityDate" xlink:to="us-gaap_DebtInstrumentMaturityDate_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount" xlink:label="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount_lbl" xml:lang="en-US" id="id_7258021_1978848_3_1">Debt Instrument Repurchase Price Percentage Of Principal Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount_lbl" xml:lang="en-US" id="id_7258021_1978848_1_1">Debt Instrument Repurchase Price Percentage Of Principal Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount_lbl" xml:lang="en-US" id="id_7258021_1978848_2_1">Debt Instrument, repurchase price as a percentage of principal amount</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount" xlink:to="noah_DebtInstrumentRepurchasePricePercentageOfPrincipalAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtInstrumentTable" xlink:label="us-gaap_DebtInstrumentTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentTable_lbl" xml:lang="en-US" id="id_7258021_1778991_1_1">Schedule of Long-term Debt Instruments [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentTable_lbl" xml:lang="en-US" id="id_7258021_1778991_2_1">Schedule of Long-term Debt Instruments [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentTable" xlink:to="us-gaap_DebtInstrumentTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DebtSecuritiesMember" xlink:label="us-gaap_DebtSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtSecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1779532_1_1">Debt Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtSecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1779532_2_1">Debt Securities of Certain Real Estate Funds</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtSecuritiesMember" xlink:to="us-gaap_DebtSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract" xlink:label="us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1780171_1_1">Deferred Costs, Capitalized, Prepaid, and Other Assets Disclosure [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1780171_2_1">Deferred Costs, Capitalized, Prepaid, and Other Assets Disclosure [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract" xlink:to="us-gaap_DeferredCostsCapitalizedPrepaidAndOtherAssetsDisclosureAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredFinanceCostsNet" xlink:label="us-gaap_DeferredFinanceCostsNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredFinanceCostsNet_lbl" xml:lang="en-US" id="id_7258021_1779049_1_1">Debt Issuance Costs, Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredFinanceCostsNet_lbl" xml:lang="en-US" id="id_7258021_1779049_2_1">Debt issuance costs</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredFinanceCostsNet" xlink:to="us-gaap_DeferredFinanceCostsNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredIncomeTaxExpenseBenefit" xlink:label="us-gaap_DeferredIncomeTaxExpenseBenefit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_7258021_1779987_1_1">Deferred Income Tax Expense (Benefit)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_7258021_1779987_2_1">Deferred Tax</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredIncomeTaxExpenseBenefit" xlink:to="us-gaap_DeferredIncomeTaxExpenseBenefit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredIncomeTaxLiabilities" xlink:label="us-gaap_DeferredIncomeTaxLiabilities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredIncomeTaxLiabilities_lbl" xml:lang="en-US" id="id_7258021_1779058_1_1">Deferred Tax Liabilities, Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredIncomeTaxLiabilities_lbl" xml:lang="en-US" id="id_7258021_1779058_2_1">Net deferred tax liabilities (after offsetting)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredIncomeTaxLiabilities" xlink:to="us-gaap_DeferredIncomeTaxLiabilities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredRevenue" xlink:label="us-gaap_DeferredRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredRevenue_lbl" xml:lang="en-US" id="id_7258021_1780209_1_1">Deferred Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenue_lbl" xml:lang="en-US" id="id_7258021_1780209_2_1">Deferred revenue from related parties</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredRevenue" xlink:to="us-gaap_DeferredRevenue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredRevenueByArrangementDisclosureTextBlock" xlink:label="us-gaap_DeferredRevenueByArrangementDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredRevenueByArrangementDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1779720_1_1">Deferred Revenue, by Arrangement, Disclosure [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenueByArrangementDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1779720_2_1">Deferred Revenues Related to Recurring Management Fee Received in Advance from Related Parties</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredRevenueByArrangementDisclosureTextBlock" xlink:to="us-gaap_DeferredRevenueByArrangementDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredRevenueCurrent" xlink:label="us-gaap_DeferredRevenueCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredRevenueCurrent_lbl" xml:lang="en-US" id="id_7258021_1779721_1_1">Deferred Revenue, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenueCurrent_lbl" xml:lang="en-US" id="id_7258021_1779721_2_1">Deferred revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DeferredRevenueCurrent_lbl" xml:lang="en-US" id="id_7258021_1779721_12_1">Deferred revenues</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredRevenueCurrent" xlink:to="us-gaap_DeferredRevenueCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredRevenueDisclosureAbstract" xlink:label="us-gaap_DeferredRevenueDisclosureAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredRevenueDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1779722_1_1">Deferred Revenue Disclosure [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenueDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1779722_2_1">Deferred Revenue Disclosure [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredRevenueDisclosureAbstract" xlink:to="us-gaap_DeferredRevenueDisclosureAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_DeferredRevenueRevenueRecognized1" xlink:label="us-gaap_DeferredRevenueRevenueRecognized1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredRevenueRevenueRecognized1_lbl" xml:lang="en-US" id="id_7258021_1779594_1_1">Deferred Revenue, Revenue Recognized</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenueRevenueRecognized1_lbl" xml:lang="en-US" id="id_7258021_1779594_2_1">Deferred revenue beginning balance</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_EffectiveIncomeTaxRateReconciliationIncomeFromEquityInFundOfFund" xlink:label="noah_EffectiveIncomeTaxRateReconciliationIncomeFromEquityInFundOfFund"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_EffectiveIncomeTaxRateReconciliationIncomeFromEquityInFundOfFund_lbl" xml:lang="en-US" id="id_7258021_1984486_3_1">Effective income tax rate reconciliation income from equity in fund of fund.</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_EffectiveIncomeTaxRateReconciliationIntragroupShareTransfer" xlink:label="noah_EffectiveIncomeTaxRateReconciliationIntragroupShareTransfer"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_EffectiveIncomeTaxRateReconciliationIntragroupShareTransfer_lbl" xml:lang="en-US" id="id_7258021_1978839_3_1">Effective income tax rate reconciliation intra-group share transfer.</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationNondeductibleExpense" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationNondeductibleExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationNondeductibleExpense_lbl" xml:lang="en-US" id="id_7258021_1782590_1_1">Effective Income Tax Rate Reconciliation, Nondeductible Expense, Percent</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments_lbl" xml:lang="en-US" id="id_7258021_1782595_1_1">Effective Income Tax Rate Reconciliation, Other Adjustments, Percent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments_lbl" xml:lang="en-US" id="id_7258021_1782595_2_1">Effect of others</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationTaxContingencies" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationTaxContingencies"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationTaxContingencies_lbl" xml:lang="en-US" id="id_7258021_1781917_1_1">Effective Income Tax Rate Reconciliation, Tax Contingency, Percent</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationTaxExemptIncome" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationTaxExemptIncome"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationTaxHolidays" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationTaxHolidays"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_EffectiveIncomeTaxRateReconciliationTrueUps_lbl" xml:lang="en-US" id="id_7258021_2004126_3_1">Effective income tax rate reconciliation true ups.</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EffectOfExchangeRateOnCashAndCashEquivalents" xlink:label="us-gaap_EffectOfExchangeRateOnCashAndCashEquivalents"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_EffectOnRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary" xlink:label="noah_EffectOnRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_EffectOnRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844640_3_1">Effect on retained earnings by termination of redeemable non controlling interest of subsidiary.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_EffectOnRetainedEarningsByTerminationOfRedeemableNonControllingInterestOfSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844640_1_1">Effect on Retained Earnings by Termination of Redeemable Non Controlling Interest of Subsidiary</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1" xlink:label="us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1_lbl" xml:lang="en-US" id="id_7258021_1781266_1_1">Employee Service Share-based Compensation, Nonvested Awards, Compensation Cost Not yet Recognized, Period for Recognition</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedPeriodForRecognition1_lbl" xml:lang="en-US" id="id_7258021_1781266_2_1">Unrecognized compensation expense, period for recognition</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedShareBasedAwardsOtherThanOptions_lbl" xml:lang="en-US" id="id_7258021_1781116_2_1">Unrecognized compensation expense related to non-vested restricted shares</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueInputsLevel1Member_lbl" xml:lang="en-US" id="id_7258021_1781716_2_1">Quoted Prices in Active Markets for Identical Assets (Level 1)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueInputsLevel2Member_lbl" xml:lang="en-US" id="id_7258021_1783473_1_1">Fair Value, Inputs, Level 2 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueInputsLevel2Member_lbl" xml:lang="en-US" id="id_7258021_1783473_2_1">Significant Other Observable Inputs (Level 2)</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_FairValueInputsLevel3Member" xlink:label="us-gaap_FairValueInputsLevel3Member"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueInputsLevel3Member_lbl" xml:lang="en-US" id="id_7258021_1782971_1_1">Fair Value, Inputs, Level 3 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueInputsLevel3Member_lbl" xml:lang="en-US" id="id_7258021_1782971_2_1">Significant Unobservable Inputs (Level 3)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueInputsLevel3Member" xlink:to="us-gaap_FairValueInputsLevel3Member_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_FairValueMeasurementFrequencyDomain" xlink:label="us-gaap_FairValueMeasurementFrequencyDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueMeasurementFrequencyDomain_lbl" xml:lang="en-US" id="id_7258021_1783504_1_1">Fair Value, Measurement Frequency [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueMeasurementFrequencyDomain_lbl" xml:lang="en-US" id="id_7258021_1783504_2_1">Fair Value, Measurement Frequency [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueMeasurementFrequencyDomain" xlink:to="us-gaap_FairValueMeasurementFrequencyDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_FairValueMeasurementsFairValueHierarchyDomain" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl" xml:lang="en-US" id="id_7258021_1782999_1_1">Fair Value Hierarchy and NAV [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl" xml:lang="en-US" id="id_7258021_1782999_2_1">Fair Value Hierarchy and NAV [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueMeasurementsFairValueHierarchyDomain" xlink:to="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueMeasurementsNonrecurringMember_lbl" xml:lang="en-US" id="id_7258021_1782120_2_1">Non-Recurring Basis</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueMeasurementsRecurringMember_lbl" xml:lang="en-US" id="id_7258021_1781750_2_1">Recurring Basis</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl" xml:lang="en-US" id="id_7258021_1783015_2_1">Fair Value of Financial Instruments</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueOptionChangesInFairValueGainLoss1_lbl" xml:lang="en-US" id="id_7258021_1782143_1_1">Fair Value, Option, Changes in Fair Value, Gain (Loss)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FinanceLoansAndLeasesReceivablePolicy_lbl" xml:lang="en-US" id="id_7258021_1783113_2_1">Sale Accounting</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_FirstAnniversaryOfGrantDateMember" xlink:label="noah_FirstAnniversaryOfGrantDateMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_FirstAnniversaryOfGrantDateMember_lbl" xml:lang="en-US" id="id_7258021_1939861_3_1">First Anniversary Of Grant Date [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_FirstAnniversaryOfGrantDateMember_lbl" xml:lang="en-US" id="id_7258021_1939861_1_1">First Anniversary Of Grant Date [Member]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FixedIncomeFundsMember_lbl" xml:lang="en-US" id="id_7258021_1783838_2_1">Fixed Income Products</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FixedIncomeFundsMember" xlink:to="us-gaap_FixedIncomeFundsMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FixedIncomeSecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1784332_1_1">Fixed Income Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FixedIncomeSecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1784332_2_1">Fixed Income Products</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FixedIncomeSecuritiesMember" xlink:to="us-gaap_FixedIncomeSecuritiesMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1782391_1_1">Foreign Currency Transactions and Translations Policy [Policy Text Block]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FurnitureAndFixturesMember_lbl" xml:lang="en-US" id="id_7258021_1782436_2_1">Furniture, fixtures, and equipment</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_GainLossOnDispositionOfAssets_lbl" xml:lang="en-US" id="id_7258021_1783925_14_1">Loss from disposal of property and equipment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnDispositionOfAssets" xlink:to="us-gaap_GainLossOnDispositionOfAssets_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_GainLossOnSaleOfBusiness" xlink:label="us-gaap_GainLossOnSaleOfBusiness"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainLossOnSaleOfBusiness_lbl" xml:lang="en-US" id="id_7258021_1783299_1_1">Gain (Loss) on Disposition of Business</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GainLossOnSaleOfBusiness_lbl" xml:lang="en-US" id="id_7258021_1783299_2_1">Loss in acquiring business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnSaleOfBusiness" xlink:to="us-gaap_GainLossOnSaleOfBusiness_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_GainOrLossOnSaleOfStockInSubsidiary" xlink:label="us-gaap_GainOrLossOnSaleOfStockInSubsidiary"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainOrLossOnSaleOfStockInSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1782488_1_1">Gain (Loss) on Disposition of Stock in Subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_GainOrLossOnSaleOfStockInSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1782488_14_1">Income from disposal of subsidiaries</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainOrLossOnSaleOfStockInSubsidiary" xlink:to="us-gaap_GainOrLossOnSaleOfStockInSubsidiary_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_GeneralAndAdministrativeExpense" xlink:label="us-gaap_GeneralAndAdministrativeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl" xml:lang="en-US" id="id_7258021_1784451_1_1">General and Administrative Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl" xml:lang="en-US" id="id_7258021_1784451_2_1">General and administrative expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl" xml:lang="en-US" id="id_7258021_1784451_14_1">General and administrative expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeneralAndAdministrativeExpense" xlink:to="us-gaap_GeneralAndAdministrativeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract" xlink:label="us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract_lbl" xml:lang="en-US" id="id_7258021_1784465_1_1">Geographic Areas, Revenues from External Customers [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract_lbl" xml:lang="en-US" id="id_7258021_1784465_2_1">Geographic Areas, Revenues from External Customers [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract" xlink:to="us-gaap_GeographicAreasRevenuesFromExternalCustomersAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherAssetManagementCoLtdMember" xlink:label="noah_GopherAssetManagementCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1901861_3_1">Gopher Asset Management Co., Ltd.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1901861_1_1">Gopher Asset Management Co., Ltd. [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1901861_2_1">Gopher Asset Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherAssetManagementCoLtdMember" xlink:to="noah_GopherAssetManagementCoLtdMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherCapitalGpLimitedMember" xlink:label="noah_GopherCapitalGpLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherCapitalGpLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2003839_3_1">Gopher Capital GP Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherCapitalGpLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2003839_1_1">Gopher Capital GP Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherCapitalGpLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2003839_2_1">Gopher Capital GP Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherCapitalGpLimitedMember" xlink:to="noah_GopherCapitalGpLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherCapitalGroupLimitedMember" xlink:label="noah_GopherCapitalGroupLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherCapitalGroupLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1935183_3_1">Gopher Capital Group Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherCapitalGroupLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1935183_1_1">Gopher Capital Group Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherCapitalGroupLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1935183_2_1">Gopher Capital GP Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherCapitalGroupLimitedMember" xlink:to="noah_GopherCapitalGroupLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherInternationalInvestmentManagementShanghaiLimitedMember" xlink:label="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1898537_3_1">Gopher International Investment Management (Shanghai) Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1898537_1_1">Gopher International Investment Management (Shanghai) Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1898537_2_1">Gopher International Investment Management (Shanghai) Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember" xlink:to="noah_GopherInternationalInvestmentManagementShanghaiLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherInternationalLimitedMember" xlink:label="noah_GopherInternationalLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherInternationalLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1930582_3_1">Gopher International Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherInternationalLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1930582_1_1">Gopher International Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherInternationalLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1930582_2_1">Gopher International Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherInternationalLimitedMember" xlink:to="noah_GopherInternationalLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember" xlink:label="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917009_3_1">Gopher Nuobao Shanghai Asset Management Company Limited</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917009_1_1">Gopher Nuobao Shanghai Asset Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917009_2_1">Gopher- Nuobao (Shanghai) Asset Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember" xlink:to="noah_GopherNuobaoShanghaiAssetManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GopherTransformPrivateFundMember" xlink:label="noah_GopherTransformPrivateFundMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GopherTransformPrivateFundMember_lbl" xml:lang="en-US" id="id_7258021_1914354_3_1">Gopher Transform Private Fund.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GopherTransformPrivateFundMember_lbl" xml:lang="en-US" id="id_7258021_1914354_1_1">Gopher Transform Private Fund [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GopherTransformPrivateFundMember_lbl" xml:lang="en-US" id="id_7258021_1914354_2_1">Gopher Transform Private Fund</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GopherTransformPrivateFundMember" xlink:to="noah_GopherTransformPrivateFundMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GovernmentSubsidies" xlink:label="noah_GovernmentSubsidies"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GovernmentSubsidies_lbl" xml:lang="en-US" id="id_7258021_1846279_3_1">Government Subsidies</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GovernmentSubsidies_lbl" xml:lang="en-US" id="id_7258021_1846279_1_1">Government Subsidies</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GovernmentSubsidies_lbl" xml:lang="en-US" id="id_7258021_1846279_2_1">Government subsidies</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GovernmentSubsidies" xlink:to="noah_GovernmentSubsidies_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_GovernmentSubsidiesPolicyTextBlock" xlink:label="noah_GovernmentSubsidiesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_GovernmentSubsidiesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1966209_3_1">Government subsidies</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_GovernmentSubsidiesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1966209_1_1">Government subsidies, [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_GovernmentSubsidiesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1966209_2_1">Government Subsidies</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_GovernmentSubsidiesPolicyTextBlock" xlink:to="noah_GovernmentSubsidiesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember" xlink:label="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1902045_3_1">Hainan Alibaba Picture Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1902045_1_1">Hainan Alibaba Picture Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1902045_2_1">Hainan Alibaba Picture Investment Management Co., Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember" xlink:to="noah_HainanAlibabaPictureInvestmentManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldToMaturitySecurities" xlink:label="us-gaap_HeldToMaturitySecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_HeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1784037_1_1">Debt Securities, Held-to-maturity</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1784037_2_1">Held-to-maturity securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_HeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1784037_12_1">Long-term investment - held-to-maturity, Carrying Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_HeldToMaturitySecurities" xlink:to="us-gaap_HeldToMaturitySecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain" xlink:label="us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain_lbl" xml:lang="en-US" id="id_7258021_1785188_1_1">Debt Securities, Held-to-maturity, Accumulated Unrecognized Gain</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain_lbl" xml:lang="en-US" id="id_7258021_1785188_2_1">Held to maturity investment, gross unrecognized holding gain</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain" xlink:to="us-gaap_HeldToMaturitySecuritiesAccumulatedUnrecognizedHoldingGain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldToMaturitySecuritiesCurrent" xlink:label="us-gaap_HeldToMaturitySecuritiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_HeldToMaturitySecuritiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1784062_1_1">Debt Securities, Held-to-maturity, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldToMaturitySecuritiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1784062_2_1">Held-to-maturity investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_HeldToMaturitySecuritiesCurrent" xlink:to="us-gaap_HeldToMaturitySecuritiesCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldToMaturitySecuritiesFairValue" xlink:label="us-gaap_HeldToMaturitySecuritiesFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_HeldToMaturitySecuritiesFairValue_lbl" xml:lang="en-US" id="id_7258021_1784075_1_1">Debt Securities, Held-to-maturity, Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldToMaturitySecuritiesFairValue_lbl" xml:lang="en-US" id="id_7258021_1784075_2_1">Long-term investment - held-to-maturity, Fair Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_HeldToMaturitySecuritiesFairValue" xlink:to="us-gaap_HeldToMaturitySecuritiesFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldtomaturitySecuritiesMember" xlink:label="us-gaap_HeldtomaturitySecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_HeldtomaturitySecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1782822_1_1">Held-to-maturity Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldtomaturitySecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1782822_2_1">Held-to-maturity investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_HeldtomaturitySecuritiesMember" xlink:to="us-gaap_HeldtomaturitySecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_HeldToMaturitySecuritiesNoncurrent" xlink:label="us-gaap_HeldToMaturitySecuritiesNoncurrent"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_HeldToMaturitySecuritiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1785210_2_1">Held-to-maturity investments</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_IncomeTaxHolidayIncomeTaxBenefitsPerShareBasic_lbl" xml:lang="en-US" id="id_7258021_1975960_3_1">Income Tax Holiday Income Tax Benefits Per Share Basic</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInAccountsReceivable_lbl" xml:lang="en-US" id="id_7258021_1785315_1_1">Increase (Decrease) in Accounts Receivable</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_IncreaseDecreaseInAccountsReceivable_lbl" xml:lang="en-US" id="id_7258021_1785315_14_1">Accounts receivable</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInAccruedIncomeTaxesPayable" xlink:label="us-gaap_IncreaseDecreaseInAccruedIncomeTaxesPayable"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInAccruedIncomeTaxesPayable_lbl" xml:lang="en-US" id="id_7258021_1784204_2_1">Income taxes payable</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInDeferredIncomeTaxes" xlink:label="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes_lbl" xml:lang="en-US" id="id_7258021_1782957_1_1">Increase (Decrease) in Deferred Income Taxes</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes_lbl" xml:lang="en-US" id="id_7258021_1782957_14_1">Deferred tax assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:label="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes_lbl" xml:lang="en-US" id="id_7258021_1782957_18_1">Deferred tax assets and liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes" xlink:to="us-gaap_IncreaseDecreaseInDeferredIncomeTaxes_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInDeferredRevenue" xlink:label="us-gaap_IncreaseDecreaseInDeferredRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDeferredRevenue_lbl" xml:lang="en-US" id="id_7258021_1782959_1_1">Increase (Decrease) in Deferred Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInDeferredRevenue_lbl" xml:lang="en-US" id="id_7258021_1782959_2_1">Deferred revenues</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInDueFromRelatedPartiesCurrent" xlink:label="us-gaap_IncreaseDecreaseInDueFromRelatedPartiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDueFromRelatedPartiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1784833_1_1">Increase (Decrease) in Due from Related Parties, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_IncreaseDecreaseInDueFromRelatedPartiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1784833_14_1">Amount due from related parties</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInDueToAffiliatesCurrent" xlink:label="us-gaap_IncreaseDecreaseInDueToAffiliatesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDueToAffiliatesCurrent_lbl" xml:lang="en-US" id="id_7258021_1785986_1_1">Increase (Decrease) in Due to Affiliates, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInDueToAffiliatesCurrent_lbl" xml:lang="en-US" id="id_7258021_1785986_2_1">Increase in amounts due to the Group's subsidiaries</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInDueToRelatedParties" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1784835_1_1">Increase (Decrease) in Due to Related Parties</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1784835_2_1">Amounts due to related parties</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInEmployeeRelatedLiabilities" xlink:label="us-gaap_IncreaseDecreaseInEmployeeRelatedLiabilities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInEmployeeRelatedLiabilities_lbl" xml:lang="en-US" id="id_7258021_1783616_1_1">Increase (Decrease) in Employee Related Liabilities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInEmployeeRelatedLiabilities_lbl" xml:lang="en-US" id="id_7258021_1783616_2_1">Accrued payroll and welfare expenses</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent" xlink:label="noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1848334_3_1">The net change during the period in the amount recognized for uncertain tax positions.</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1848334_2_1">Uncertain tax position liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent" xlink:to="noah_IncreaseDecreaseInLiabilityForUncertainTaxPositionsNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl" xml:lang="en-US" id="id_7258021_1783640_1_1">Increase (Decrease) in Operating Capital [Abstract]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInOtherCurrentAssets" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentAssets"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentAssets_lbl" xml:lang="en-US" id="id_7258021_1784855_1_1">Increase (Decrease) in Other Current Assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentAssets_lbl" xml:lang="en-US" id="id_7258021_1784855_14_1">Other current assets</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInOtherCurrentLiabilities" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentLiabilities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentLiabilities_lbl" xml:lang="en-US" id="id_7258021_1784251_1_1">Increase (Decrease) in Other Current Liabilities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInOtherCurrentLiabilities_lbl" xml:lang="en-US" id="id_7258021_1784251_2_1">Other current liabilities</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncreaseDecreaseInOtherNoncurrentAssets" xlink:label="us-gaap_IncreaseDecreaseInOtherNoncurrentAssets"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOtherNoncurrentAssets_lbl" xml:lang="en-US" id="id_7258021_1784254_1_1">Increase (Decrease) in Other Noncurrent Assets</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInOtherNoncurrentLiabilities_lbl" xml:lang="en-US" id="id_7258021_1783645_2_1">Other non-current liabilities</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncrementalCommonSharesAttributableToConversionOfDebtSecurities_lbl" xml:lang="en-US" id="id_7258021_1784924_1_1">Incremental Common Shares Attributable to Dilutive Effect of Conversion of Debt Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncrementalCommonSharesAttributableToConversionOfDebtSecurities_lbl" xml:lang="en-US" id="id_7258021_1784924_2_1">Plus: shares outstanding for convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncrementalCommonSharesAttributableToConversionOfDebtSecurities" xlink:to="us-gaap_IncrementalCommonSharesAttributableToConversionOfDebtSecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements" xlink:label="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements_lbl" xml:lang="en-US" id="id_7258021_1786042_1_1">Incremental Common Shares Attributable to Dilutive Effect of Share-based Payment Arrangements</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements" xlink:to="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InlandRevenueHongKongMember" xlink:label="us-gaap_InlandRevenueHongKongMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InlandRevenueHongKongMember_lbl" xml:lang="en-US" id="id_7258021_1786057_1_1">Inland Revenue, Hong Kong [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InlandRevenueHongKongMember_lbl" xml:lang="en-US" id="id_7258021_1786057_2_1">Inland Revenue, Hong Kong</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InlandRevenueHongKongMember" xlink:to="us-gaap_InlandRevenueHongKongMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InterestOnConvertibleDebtNetOfTax" xlink:label="us-gaap_InterestOnConvertibleDebtNetOfTax"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestOnConvertibleDebtNetOfTax_lbl" xml:lang="en-US" id="id_7258021_1785617_1_1">Interest on Convertible Debt, Net of Tax</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InterestOnConvertibleDebtNetOfTax_lbl" xml:lang="en-US" id="id_7258021_1785617_2_1">Plus: interest expense for convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestOnConvertibleDebtNetOfTax" xlink:to="us-gaap_InterestOnConvertibleDebtNetOfTax_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InterestPaidNet" xlink:label="us-gaap_InterestPaidNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestPaidNet_lbl" xml:lang="en-US" id="id_7258021_1786139_1_1">Interest Paid, Excluding Capitalized Interest, Operating Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InterestPaidNet_lbl" xml:lang="en-US" id="id_7258021_1786139_2_1">Cash paid for interest expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPaidNet" xlink:to="us-gaap_InterestPaidNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InterestPayableCurrent" xlink:label="us-gaap_InterestPayableCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestPayableCurrent_lbl" xml:lang="en-US" id="id_7258021_1786140_1_1">Interest Payable, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InterestPayableCurrent_lbl" xml:lang="en-US" id="id_7258021_1786140_2_1">Interest payable for convertible notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPayableCurrent" xlink:to="us-gaap_InterestPayableCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InterestReceivable" xlink:label="us-gaap_InterestReceivable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestReceivable_lbl" xml:lang="en-US" id="id_7258021_1786149_1_1">Interest Receivable</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InterestReceivable_lbl" xml:lang="en-US" id="id_7258021_1786149_2_1">Interest receivables</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestReceivable" xlink:to="us-gaap_InterestReceivable_lbl"/>
    <loc xlink:type="locator" xlink:href="https://xbrl.sec.gov/invest/2013/invest-2013-01-31.xsd#invest_InvestmentAxis" xlink:label="invest_InvestmentAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="invest_InvestmentAxis_lbl" xml:lang="en-US" id="id_7258021_1783807_1_1">Investment [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="invest_InvestmentAxis_lbl" xml:lang="en-US" id="id_7258021_1783807_2_1">Investment [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="invest_InvestmentAxis" xlink:to="invest_InvestmentAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="https://xbrl.sec.gov/invest/2013/invest-2013-01-31.xsd#invest_InvestmentDomain" xlink:label="invest_InvestmentDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="invest_InvestmentDomain_lbl" xml:lang="en-US" id="id_7258021_1785701_1_1">Investment [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="invest_InvestmentDomain_lbl" xml:lang="en-US" id="id_7258021_1785701_2_1">Investment [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="invest_InvestmentDomain" xlink:to="invest_InvestmentDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_InvestmentFundOneMember" xlink:label="noah_InvestmentFundOneMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_InvestmentFundOneMember_lbl" xml:lang="en-US" id="id_7258021_2003664_3_1">Investment Fund One.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_InvestmentFundOneMember_lbl" xml:lang="en-US" id="id_7258021_2003664_1_1">Investment Fund One [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_InvestmentFundOneMember_lbl" xml:lang="en-US" id="id_7258021_2003664_2_1">Investment Fund One</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_InvestmentFundOneMember" xlink:to="noah_InvestmentFundOneMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_InvestmentFundTwoMember" xlink:label="noah_InvestmentFundTwoMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_InvestmentFundTwoMember_lbl" xml:lang="en-US" id="id_7258021_2003665_3_1">Investment Fund Two.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_InvestmentFundTwoMember_lbl" xml:lang="en-US" id="id_7258021_2003665_1_1">Investment Fund Two [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_InvestmentFundTwoMember_lbl" xml:lang="en-US" id="id_7258021_2003665_2_1">Investment Fund Two</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_InvestmentFundTwoMember" xlink:to="noah_InvestmentFundTwoMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentIncomeInterest" xlink:label="us-gaap_InvestmentIncomeInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentIncomeInterest_lbl" xml:lang="en-US" id="id_7258021_1784483_1_1">Investment Income, Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentIncomeInterest_lbl" xml:lang="en-US" id="id_7258021_1784483_2_1">Interest income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_InvestmentIncomeInterest_lbl" xml:lang="en-US" id="id_7258021_1784483_12_1">Investment income</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentIncomeInterest" xlink:to="us-gaap_InvestmentIncomeInterest_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentIncomeInvestmentExpense" xlink:label="us-gaap_InvestmentIncomeInvestmentExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentIncomeInvestmentExpense_lbl" xml:lang="en-US" id="id_7258021_1785709_1_1">Investment Income, Investment Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_InvestmentIncomeInvestmentExpense_lbl" xml:lang="en-US" id="id_7258021_1785709_14_1">Interest expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:label="us-gaap_InvestmentIncomeInvestmentExpense_lbl" xml:lang="en-US" id="id_7258021_1785709_18_1">Interest expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentIncomeInvestmentExpense" xlink:to="us-gaap_InvestmentIncomeInvestmentExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentIncomeNet" xlink:label="us-gaap_InvestmentIncomeNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentIncomeNet_lbl" xml:lang="en-US" id="id_7258021_1785786_1_1">Investment Income, Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentIncomeNet_lbl" xml:lang="en-US" id="id_7258021_1785786_2_1">Investment income</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentIncomeNet" xlink:to="us-gaap_InvestmentIncomeNet_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_InvestmentOneMember" xlink:label="noah_InvestmentOneMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_InvestmentOneMember_lbl" xml:lang="en-US" id="id_7258021_1929626_3_1">Investment 1 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_InvestmentOneMember_lbl" xml:lang="en-US" id="id_7258021_1929626_1_1">Investment 1 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_InvestmentOneMember_lbl" xml:lang="en-US" id="id_7258021_1929626_2_1">PPDAI Group Inc.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_InvestmentOneMember" xlink:to="noah_InvestmentOneMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentOwnedAtCost" xlink:label="us-gaap_InvestmentOwnedAtCost"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentOwnedAtCost_lbl" xml:lang="en-US" id="id_7258021_1784495_1_1">Investment Owned, at Cost</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentOwnedAtCost_lbl" xml:lang="en-US" id="id_7258021_1784495_2_1">Funds that the Group serves as general partner</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentOwnedAtCost" xlink:to="us-gaap_InvestmentOwnedAtCost_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_InvestmentOwnedAtCostPercentage" xlink:label="noah_InvestmentOwnedAtCostPercentage"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_InvestmentOwnedAtCostPercentage_lbl" xml:lang="en-US" id="id_7258021_1976944_3_1">Investment owned at cost percentage.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_InvestmentOwnedAtCostPercentage_lbl" xml:lang="en-US" id="id_7258021_1976944_1_1">Investment Owned At Cost Percentage</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_InvestmentOwnedAtCostPercentage_lbl" xml:lang="en-US" id="id_7258021_1976944_2_1">Investment at cost, percentage</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_InvestmentOwnedAtCostPercentage" xlink:to="noah_InvestmentOwnedAtCostPercentage_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentOwnedAtFairValue" xlink:label="us-gaap_InvestmentOwnedAtFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentOwnedAtFairValue_lbl" xml:lang="en-US" id="id_7258021_1786880_1_1">Investment Owned, at Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentOwnedAtFairValue_lbl" xml:lang="en-US" id="id_7258021_1786880_2_1">Long-term investments measured at fair value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentOwnedAtFairValue" xlink:to="us-gaap_InvestmentOwnedAtFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentPolicyTextBlock" xlink:label="us-gaap_InvestmentPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1785725_1_1">Investment, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1785725_2_1">Investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentPolicyTextBlock" xlink:to="us-gaap_InvestmentPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_Investments" xlink:label="us-gaap_Investments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Investments_lbl" xml:lang="en-US" id="id_7258021_1784507_1_1">Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_Investments_lbl" xml:lang="en-US" id="id_7258021_1784507_6_1">Total investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Investments" xlink:to="us-gaap_Investments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract" xlink:label="us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1784511_1_1">Investments, Debt and Equity Securities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1784511_2_1">Investments, Debt and Equity Securities [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract" xlink:to="us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_InvestmentsInAffiliatesSubsidiariesAssociatesAndJointVentures" xlink:label="us-gaap_InvestmentsInAffiliatesSubsidiariesAssociatesAndJointVentures"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentsInAffiliatesSubsidiariesAssociatesAndJointVentures_lbl" xml:lang="en-US" id="id_7258021_1785730_1_1">Investments in and Advance to Affiliates, Subsidiaries, Associates, and Joint Ventures</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentsInAffiliatesSubsidiariesAssociatesAndJointVentures_lbl" xml:lang="en-US" id="id_7258021_1785730_2_1">Investment in affiliates</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_KunshanVantoneZhengyuanPrivateEquityFundManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1907422_3_1">Kunshan Vantone Zhengyuan Private Equity Fund Management Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_KunshanVantoneZhengyuanPrivateEquityFundManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1907422_1_1">Kunshan Vantone Zhengyuan Private Equity Fund Management Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_KunshanVantoneZhengyuanPrivateEquityFundManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1907422_2_1">Kunshan Vantone Zhengyuan Private Equity Fund Management Co., Ltd</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LaborAndRelatedExpense" xlink:label="us-gaap_LaborAndRelatedExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LaborAndRelatedExpense_lbl" xml:lang="en-US" id="id_7258021_1784570_1_1">Labor and Related Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LaborAndRelatedExpense_lbl" xml:lang="en-US" id="id_7258021_1784570_2_1">Compensation and benefits</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_LaborAndRelatedExpense_lbl" xml:lang="en-US" id="id_7258021_1784570_14_1">Total compensation and benefits</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTotalLabel" xlink:label="us-gaap_LaborAndRelatedExpense_lbl" xml:lang="en-US" id="id_7258021_1784570_19_1">Total compensation and benefits</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LaborAndRelatedExpense" xlink:to="us-gaap_LaborAndRelatedExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LatestTaxYearMember" xlink:label="us-gaap_LatestTaxYearMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LatestTaxYearMember_lbl" xml:lang="en-US" id="id_7258021_1784576_1_1">Latest Tax Year [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LatestTaxYearMember_lbl" xml:lang="en-US" id="id_7258021_1784576_2_1">Latest Tax Year</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LatestTaxYearMember" xlink:to="us-gaap_LatestTaxYearMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LeaseholdImprovementsGross" xlink:label="us-gaap_LeaseholdImprovementsGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeaseholdImprovementsGross_lbl" xml:lang="en-US" id="id_7258021_1785862_1_1">Leasehold Improvements, Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LeaseholdImprovementsGross_lbl" xml:lang="en-US" id="id_7258021_1785862_2_1">Leasehold improvements</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseholdImprovementsGross" xlink:to="us-gaap_LeaseholdImprovementsGross_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LeaseholdImprovementsMember" xlink:label="us-gaap_LeaseholdImprovementsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeaseholdImprovementsMember_lbl" xml:lang="en-US" id="id_7258021_1786957_1_1">Leasehold Improvements [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LeaseholdImprovementsMember_lbl" xml:lang="en-US" id="id_7258021_1786957_2_1">Leasehold Improvements</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseholdImprovementsMember" xlink:to="us-gaap_LeaseholdImprovementsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LeasesAbstract" xlink:label="us-gaap_LeasesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeasesAbstract_lbl" xml:lang="en-US" id="id_7258021_1786959_1_1">Leases [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LeasesAbstract_lbl" xml:lang="en-US" id="id_7258021_1786959_2_1">Leases [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeasesAbstract" xlink:to="us-gaap_LeasesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="https://xbrl.sec.gov/dei/2018/dei-2018-01-31.xsd#dei_LegalEntityAxis" xlink:label="dei_LegalEntityAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_LegalEntityAxis_lbl" xml:lang="en-US" id="id_7258021_1784583_1_1">Legal Entity [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_LegalEntityAxis_lbl" xml:lang="en-US" id="id_7258021_1784583_2_1">Legal Entity [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_LegalEntityAxis" xlink:to="dei_LegalEntityAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LegalReserves" xlink:label="noah_LegalReserves"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LegalReserves_lbl" xml:lang="en-US" id="id_7258021_1853260_3_1">Legal Reserves</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LegalReserves_lbl" xml:lang="en-US" id="id_7258021_1853260_1_1">Legal Reserves</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LegalReserves_lbl" xml:lang="en-US" id="id_7258021_1853260_2_1">General reserve fund of PRC subsidiaries</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LegalReserves" xlink:to="noah_LegalReserves_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LendingServicesMember" xlink:label="noah_LendingServicesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LendingServicesMember_lbl" xml:lang="en-US" id="id_7258021_2004099_3_1">Lending services member</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LendingServicesMember_lbl" xml:lang="en-US" id="id_7258021_2004099_1_1">Lending Services [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LendingServicesMember_lbl" xml:lang="en-US" id="id_7258021_2004099_2_1">Lending Services [Member]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LendingServicesMember" xlink:to="noah_LendingServicesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LesseeLeasesPolicyTextBlock" xlink:label="us-gaap_LesseeLeasesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LesseeLeasesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1786979_1_1">Lessee, Leases [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LesseeLeasesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1786979_2_1">Operating Leases</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LesseeLeasesPolicyTextBlock" xlink:to="us-gaap_LesseeLeasesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LessorDirectFinancingLeaseTermOfContract1" xlink:label="us-gaap_LessorDirectFinancingLeaseTermOfContract1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LessorDirectFinancingLeaseTermOfContract1_lbl" xml:lang="en-US" id="id_7258021_1784615_1_1">Lessor, Direct Financing Lease, Term of Contract</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LessorDirectFinancingLeaseTermOfContract1_lbl" xml:lang="en-US" id="id_7258021_1784615_2_1">Long-term receivables from financial leasing service term</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LessorDirectFinancingLeaseTermOfContract1" xlink:to="us-gaap_LessorDirectFinancingLeaseTermOfContract1_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription" xlink:label="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription_lbl" xml:lang="en-US" id="id_7258021_2004119_3_1">Lessor direct financing remaining lease term of contract description.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription_lbl" xml:lang="en-US" id="id_7258021_2004119_1_1">Lessor Direct Financing Remaining Lease Term Of Contract Description</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription_lbl" xml:lang="en-US" id="id_7258021_2004119_2_1">Receivables from financial remaining leasing service term</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription" xlink:to="noah_LessorDirectFinancingRemainingLeaseTermOfContractDescription_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_Liabilities" xlink:label="us-gaap_Liabilities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Liabilities_lbl" xml:lang="en-US" id="id_7258021_1785941_1_1">Liabilities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_Liabilities_lbl" xml:lang="en-US" id="id_7258021_1785941_6_1">Total Liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Liabilities" xlink:to="us-gaap_Liabilities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LiabilitiesAndStockholdersEquity" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl" xml:lang="en-US" id="id_7258021_1785942_1_1">Liabilities and Equity</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl" xml:lang="en-US" id="id_7258021_1785942_6_1">Total Liabilities and Equity</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquity" xlink:to="us-gaap_LiabilitiesAndStockholdersEquity_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LiabilitiesAndStockholdersEquityAbstract" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_7258021_1784651_1_1">Liabilities and Equity [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_7258021_1784651_2_1">LIABILITIES AND SHAREHOLDERS' EQUITY</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_7258021_1784651_12_1">Liabilities, Mezzanine Equity and Equity</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquityAbstract" xlink:to="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LiabilitiesCurrent" xlink:label="us-gaap_LiabilitiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1786507_1_1">Liabilities, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1786507_6_1">Total current liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrent" xlink:to="us-gaap_LiabilitiesCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LiabilitiesCurrentAbstract" xlink:label="us-gaap_LiabilitiesCurrentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1785944_1_1">Liabilities, Current [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1785944_2_1">Current liabilities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1785944_12_1">Current liabilities: (including amounts of the consolidated VIEs without recourse to Noah Holdings Ltd. See Note 2(b))</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrentAbstract" xlink:to="us-gaap_LiabilitiesCurrentAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LiabilitiesFairValueDisclosure" xlink:label="us-gaap_LiabilitiesFairValueDisclosure"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1786508_1_1">Financial and Nonfinancial Liabilities, Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LiabilitiesFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1786508_2_1">Liabilities reported at fair value on a non-recurring basis</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesFairValueDisclosure" xlink:to="us-gaap_LiabilitiesFairValueDisclosure_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LoanDelinquencyPeriod" xlink:label="noah_LoanDelinquencyPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LoanDelinquencyPeriod_lbl" xml:lang="en-US" id="id_7258021_1886150_3_1">Loan Delinquency Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LoanDelinquencyPeriod_lbl" xml:lang="en-US" id="id_7258021_1886150_1_1">Loan Delinquency Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LoanDelinquencyPeriod_lbl" xml:lang="en-US" id="id_7258021_1886150_2_1">Loans charge off period</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LoanDelinquencyPeriod" xlink:to="noah_LoanDelinquencyPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LoanPayablesFromFactoringBusinessCurrent" xlink:label="noah_LoanPayablesFromFactoringBusinessCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LoanPayablesFromFactoringBusinessCurrent_lbl" xml:lang="en-US" id="id_7258021_1844639_3_1">Loan payables from factoring business current.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LoanPayablesFromFactoringBusinessCurrent_lbl" xml:lang="en-US" id="id_7258021_1844639_1_1">Loan Payables From Factoring Business Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LoanPayablesFromFactoringBusinessCurrent_lbl" xml:lang="en-US" id="id_7258021_1844639_2_1">Loan payables from factoring business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LoanPayablesFromFactoringBusinessCurrent" xlink:to="noah_LoanPayablesFromFactoringBusinessCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LoansAndLeasesReceivableAllowance" xlink:label="us-gaap_LoansAndLeasesReceivableAllowance"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoansAndLeasesReceivableAllowance_lbl" xml:lang="en-US" id="id_7258021_1787816_1_1">Loans and Leases Receivable, Allowance</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_LoansAndLeasesReceivableAllowance_lbl" xml:lang="en-US" id="id_7258021_1787816_4_1">Ending balance</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_LoansAndLeasesReceivableAllowance_lbl" xml:lang="en-US" id="id_7258021_1787816_5_1">Beginning balance</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoansAndLeasesReceivableAllowance" xlink:to="us-gaap_LoansAndLeasesReceivableAllowance_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy" xlink:label="us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy_lbl" xml:lang="en-US" id="id_7258021_1786710_1_1">Loans and Leases Receivable, Allowance for Loan Losses Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy_lbl" xml:lang="en-US" id="id_7258021_1786710_2_1">Allowance for Loan Losses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy" xlink:to="us-gaap_LoansAndLeasesReceivableAllowanceForLoanLossesPolicy_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LoansAndLeasesReceivableRelatedParties" xlink:label="us-gaap_LoansAndLeasesReceivableRelatedParties"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoansAndLeasesReceivableRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1787846_1_1">Loans and Leases Receivable, Related Parties</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LoansAndLeasesReceivableRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1787846_2_1">Interest-free loans extended to VIE founders</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoansAndLeasesReceivableRelatedParties" xlink:to="us-gaap_LoansAndLeasesReceivableRelatedParties_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock" xlink:label="us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1785470_1_1">Loans, Notes, Trade and Other Receivables Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1785470_2_1">Loans Receivable, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock" xlink:to="us-gaap_LoansNotesTradeAndOtherReceivablesDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LoansReceivableCommercialTradeFinancingCurrent" xlink:label="noah_LoansReceivableCommercialTradeFinancingCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LoansReceivableCommercialTradeFinancingCurrent_lbl" xml:lang="en-US" id="id_7258021_1844638_3_1">Loans receivable commercial trade financing current.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LoansReceivableCommercialTradeFinancingCurrent_lbl" xml:lang="en-US" id="id_7258021_1844638_1_1">Loans Receivable Commercial Trade Financing Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LoansReceivableCommercialTradeFinancingCurrent_lbl" xml:lang="en-US" id="id_7258021_1844638_2_1">Loan receivables from factoring business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LoansReceivableCommercialTradeFinancingCurrent" xlink:to="noah_LoansReceivableCommercialTradeFinancingCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LoansReceivableInterestRate" xlink:label="noah_LoansReceivableInterestRate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LoansReceivableInterestRate_lbl" xml:lang="en-US" id="id_7258021_1980228_3_1">Loans Receivable Interest Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LoansReceivableInterestRate_lbl" xml:lang="en-US" id="id_7258021_1980228_1_1">Loans Receivable Interest Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LoansReceivableInterestRate_lbl" xml:lang="en-US" id="id_7258021_1980228_2_1">Loan interest rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LoansReceivableInterestRate" xlink:to="noah_LoansReceivableInterestRate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LoansReceivableMember" xlink:label="us-gaap_LoansReceivableMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoansReceivableMember_lbl" xml:lang="en-US" id="id_7258021_1786764_1_1">Loans Receivable [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LoansReceivableMember_lbl" xml:lang="en-US" id="id_7258021_1786764_2_1">Loans Receivable</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoansReceivableMember" xlink:to="us-gaap_LoansReceivableMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LongtermDebtTypeAxis" xlink:label="us-gaap_LongtermDebtTypeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongtermDebtTypeAxis_lbl" xml:lang="en-US" id="id_7258021_1785503_1_1">Long-term Debt, Type [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongtermDebtTypeAxis_lbl" xml:lang="en-US" id="id_7258021_1785503_2_1">Long-term Debt, Type [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongtermDebtTypeAxis" xlink:to="us-gaap_LongtermDebtTypeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LongtermDebtTypeDomain" xlink:label="us-gaap_LongtermDebtTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongtermDebtTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1787891_1_1">Long-term Debt, Type [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongtermDebtTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1787891_2_1">Long-term Debt, Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongtermDebtTypeDomain" xlink:to="us-gaap_LongtermDebtTypeDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LongTermInvestments" xlink:label="us-gaap_LongTermInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1785506_1_1">Long-term Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1785506_2_1">Long-term investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1785506_6_1">Total long-term investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1785506_12_1">Long-term investments (including long-term investments measured at fair value of RMB482,006 and RMB609,151, as of December 31, 2017 and 2018, respectively)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermInvestments" xlink:to="us-gaap_LongTermInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_LongTermInvestmentsAbstract" xlink:label="us-gaap_LongTermInvestmentsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermInvestmentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1787346_1_1">Long-term Investments [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermInvestmentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1787346_2_1">Long-term investment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LongTermInvestmentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1787346_12_1">Long-term investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermInvestmentsAbstract" xlink:to="us-gaap_LongTermInvestmentsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_LongTermInvestmentsOfConsolidatedFunds" xlink:label="noah_LongTermInvestmentsOfConsolidatedFunds"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_LongTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_1844808_3_1">Long term investments of consolidated funds.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_LongTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_1844808_1_1">Long Term Investments of Consolidated Funds</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_LongTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_1844808_2_1">Investments held by consolidated investment fund</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="noah_LongTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_1844808_12_1">Total Investments held by consolidated investment funds</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_LongTermInvestmentsOfConsolidatedFunds" xlink:to="noah_LongTermInvestmentsOfConsolidatedFunds_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_MaximumMember" xlink:label="srt_MaximumMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_MaximumMember_lbl" xml:lang="en-US" id="id_7258021_1786251_1_1">Maximum [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_MaximumMember_lbl" xml:lang="en-US" id="id_7258021_1786251_2_1">Maximum</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MaximumMember" xlink:to="srt_MaximumMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital" xlink:label="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital_lbl" xml:lang="en-US" id="id_7258021_1989999_3_1">Maximum Requirement Of Each Of Entitys Subsidiaries After Tax Profits To Be Allocated To General Reserve Fund As Percentage Of Each Subsidiaries Registered Capital</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital_lbl" xml:lang="en-US" id="id_7258021_1989999_1_1">Maximum Requirement Of Each Of Entitys Subsidiaries After Tax Profits To Be Allocated To General Reserve Fund As Percentage Of Each Subsidiaries Registered Capital</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital_lbl" xml:lang="en-US" id="id_7258021_1989999_2_1">Maximum profit after taxation transferred to general reserve fund</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital" xlink:to="noah_MaximumRequirementOfEachOfEntitysSubsidiariesAfterTaxProfitsToBeAllocatedToGeneralReserveFundAsPercentageOfEachSubsidiariesRegisteredCapital_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_MinimumMember" xlink:label="srt_MinimumMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_MinimumMember_lbl" xml:lang="en-US" id="id_7258021_1788661_1_1">Minimum [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_MinimumMember_lbl" xml:lang="en-US" id="id_7258021_1788661_2_1">Minimum</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MinimumMember" xlink:to="srt_MinimumMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate" xlink:label="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004252_3_1">Minimum percentage of equity interest in prc resident enterprise to be held by qualified hong kong tax resident for reduced withholding tax rate.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004252_1_1">Minimum Percentage of Equity Interest In Prc Resident Enterprise To Be Held By Qualified Hong Kong Tax Resident For Reduced Withholding Tax Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004252_2_1">Minimum percentage of equity interest in a PRC-resident enterprise to be held by a qualified Hong Kong tax resident for reduced withholding tax rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate" xlink:to="noah_MinimumPercentageOfEquityInterestInPrcResidentEnterpriseToBeHeldByQualifiedHongKongTaxResidentForReducedWithholdingTaxRate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_MinorityInterest" xlink:label="us-gaap_MinorityInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterest_lbl" xml:lang="en-US" id="id_7258021_1787477_1_1">Stockholders' Equity Attributable to Noncontrolling Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MinorityInterest_lbl" xml:lang="en-US" id="id_7258021_1787477_2_1">Non-controlling interests</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterest" xlink:to="us-gaap_MinorityInterest_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_MinorityInterestDecreaseFromRedemptions" xlink:label="us-gaap_MinorityInterestDecreaseFromRedemptions"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterestDecreaseFromRedemptions_lbl" xml:lang="en-US" id="id_7258021_1787479_1_1">Noncontrolling Interest, Decrease from Redemptions or Purchase of Interests</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_MinorityInterestDecreaseFromRedemptions_lbl" xml:lang="en-US" id="id_7258021_1787479_14_1">Non-controlling Interest capital divestment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterestDecreaseFromRedemptions" xlink:to="us-gaap_MinorityInterestDecreaseFromRedemptions_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_MinorityInterestDisclosureTextBlock" xlink:label="us-gaap_MinorityInterestDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterestDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1787566_1_1">Noncontrolling Interest Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MinorityInterestDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1787566_2_1">Redeemable Non-controlling Interest of a Subsidiary</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterestDisclosureTextBlock" xlink:to="us-gaap_MinorityInterestDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners_lbl" xml:lang="en-US" id="id_7258021_1787568_1_1">Noncontrolling Interest, Ownership Percentage by Noncontrolling Owners</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners_lbl" xml:lang="en-US" id="id_7258021_1787568_2_1">Percentage of equity shares sold</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners_lbl" xml:lang="en-US" id="id_7258021_1787568_12_1">Percentage of investee's issued share capital</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners" xlink:to="us-gaap_MinorityInterestOwnershipPercentageByNoncontrollingOwners_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1788763_1_1">Net Cash Provided by (Used in) Financing Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1788763_2_1">Cash flows from financing activities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl" xml:lang="en-US" id="id_7258021_1786398_1_1">Net Cash Provided by (Used in) Investing Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl" xml:lang="en-US" id="id_7258021_1786398_2_1">Cash flows provided by (used in) investing activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl" xml:lang="en-US" id="id_7258021_1786398_6_1">Net cash used in investing activities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInInvestingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1788765_1_1">Net Cash Provided by (Used in) Investing Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1788765_2_1">Cash flows from investing activities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl" xml:lang="en-US" id="id_7258021_1788766_1_1">Net Cash Provided by (Used in) Operating Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl" xml:lang="en-US" id="id_7258021_1788766_2_1">Cash flows (used in) provided by operating activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl" xml:lang="en-US" id="id_7258021_1788766_6_1">Net cash provided by operating activities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1786400_1_1">Net Cash Provided by (Used in) Operating Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_7258021_1786400_2_1">Cash flows from operating activities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetIncomeLoss" xlink:label="us-gaap_NetIncomeLoss"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1788770_1_1">Net Income (Loss) Attributable to Parent</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1788770_2_1">Net income</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLossAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1788771_1_1">Net Income (Loss) Attributable to Noncontrolling Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLossAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1788771_2_1">Less: net loss attributable to non-controlling interests</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NetIncomeLossAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1788771_12_1">Net income (loss) attributable to non-controlling interests</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLossAttributableToNoncontrollingInterest" xlink:to="us-gaap_NetIncomeLossAttributableToNoncontrollingInterest_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest" xlink:label="us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1786406_1_1">Net Income (Loss) Attributable to Redeemable Noncontrolling Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/positiveLabel" xlink:label="us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1786406_32_1">Net income attributable to redeemable non-controlling interest of a subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1786406_2_1">Less: (Loss) income attributable to redeemable non-controlling interest of a subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NetIncomeLossAttributableToRedeemableNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1786406_12_1">Less: net (loss) income attributable to redeemable non-controlling interest of a subsidiary</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetIncomeLossAvailableToCommonStockholdersBasic" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersBasic"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersBasic_lbl" xml:lang="en-US" id="id_7258021_1788225_1_1">Net Income (Loss) Available to Common Stockholders, Basic</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersBasic_lbl" xml:lang="en-US" id="id_7258021_1788225_2_1">Net income attributable to Class A and Class B ordinary shareholders-basic</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetIncomeLossAvailableToCommonStockholdersDiluted" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersDiluted"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersDiluted_lbl" xml:lang="en-US" id="id_7258021_1788226_1_1">Net Income (Loss) Available to Common Stockholders, Diluted</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetIncomeLossAvailableToCommonStockholdersDiluted_lbl" xml:lang="en-US" id="id_7258021_1788226_6_1">Net income attributable to Class A and Class B ordinary shareholders-diluted</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NetIncomeLossMember" xlink:label="noah_NetIncomeLossMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NetIncomeLossMember_lbl" xml:lang="en-US" id="id_7258021_1940005_3_1">Net Income (Loss) [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NetIncomeLossMember_lbl" xml:lang="en-US" id="id_7258021_1940005_1_1">Net Income (Loss) [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NetIncomeLossMember_lbl" xml:lang="en-US" id="id_7258021_1940005_2_1">Net Income (Loss)</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NetInvestmentIncome" xlink:label="us-gaap_NetInvestmentIncome"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetInvestmentIncome_lbl" xml:lang="en-US" id="id_7258021_1788230_1_1">Net Investment Income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetInvestmentIncome_lbl" xml:lang="en-US" id="id_7258021_1788230_2_1">Interest income</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NewAccountingPronouncementOrChangeInAccountingPrincipleEffectOfAdoptionQuantification" xlink:label="us-gaap_NewAccountingPronouncementOrChangeInAccountingPrincipleEffectOfAdoptionQuantification"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahCommercialFactoringCoLtdMember" xlink:label="noah_NoahCommercialFactoringCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahCommercialFactoringCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1913749_3_1">Noah Commercial Factoring Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahCommercialFactoringCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1913749_1_1">Noah Commercial Factoring Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahCommercialFactoringCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1913749_2_1">Noah Commercial Factoring Co., Ltd.</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahHoldingsHongKongLimitedMember" xlink:label="noah_NoahHoldingsHongKongLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahHoldingsHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1955785_3_1">Noah Holdings Hong Kong Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahHoldingsHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1955785_1_1">Noah Holdings Hong Kong Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahHoldingsHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1955785_2_1">Noah Holdings (Hong Kong) Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahHoldingsHongKongLimitedMember" xlink:to="noah_NoahHoldingsHongKongLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahInsuranceHongKongLimitedMember" xlink:label="noah_NoahInsuranceHongKongLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahInsuranceHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1919246_3_1">Noah Insurance (Hong Kong) Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahInsuranceHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1919246_1_1">Noah Insurance (Hong Kong) Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahInsuranceHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1919246_2_1">Noah Insurance (Hong Kong) Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahInsuranceHongKongLimitedMember" xlink:to="noah_NoahInsuranceHongKongLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahInsuranceServicesLlcMember" xlink:label="noah_NoahInsuranceServicesLlcMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahInsuranceServicesLlcMember_lbl" xml:lang="en-US" id="id_7258021_2003840_3_1">Noah Insurance Services LLC</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahInsuranceServicesLlcMember_lbl" xml:lang="en-US" id="id_7258021_2003840_1_1">Noah Insurance Services LLC [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahInsuranceServicesLlcMember_lbl" xml:lang="en-US" id="id_7258021_2003840_2_1">Noah Insurance Services LLC</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahInsuranceServicesLlcMember" xlink:to="noah_NoahInsuranceServicesLlcMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahInternationalHongKongLimitedMember" xlink:label="noah_NoahInternationalHongKongLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahInternationalHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936265_3_1">Noah International Hong Kong Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahInternationalHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936265_1_1">Noah International Hong Kong Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahInternationalHongKongLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936265_2_1">Noah International (Hong Kong) Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahInternationalHongKongLimitedMember" xlink:to="noah_NoahInternationalHongKongLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember" xlink:label="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936090_3_1">Noah Rongyitong Wuhu Microfinance Company Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936090_1_1">Noah Rongyitong Wuhu Microfinance Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936090_2_1">Noah Rongyitong (Wuhu) Microfinance Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember" xlink:to="noah_NoahRongyitongWuhuMicrofinanceCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahShanghaiFinancialLeasingCompanyLimitedMember" xlink:label="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1909891_3_1">Noah Shanghai Financial Leasing Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1909891_1_1">Noah Shanghai Financial Leasing Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1909891_2_1">Noah (Shanghai) Financial Leasing Co., Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember" xlink:to="noah_NoahShanghaiFinancialLeasingCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahUprightFundDistributionCompanyLimitedMember" xlink:label="noah_NoahUprightFundDistributionCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahUprightFundDistributionCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2004269_3_1">Noah Upright Fund Distribution Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahUprightFundDistributionCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2004269_1_1">Noah Upright Fund Distribution Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahUprightFundDistributionCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_2004269_2_1">Noah Upright Fund Distribution Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahUprightFundDistributionCompanyLimitedMember" xlink:to="noah_NoahUprightFundDistributionCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember" xlink:label="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956360_3_1">Noah Upright Shanghai Mutual Fund Sales Investment Consulting Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956360_1_1">Noah Upright Shanghai Mutual Fund Sales Investment Consulting Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956360_2_1">Noah Upright (Shanghai) Fund Investment Consulting Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember" xlink:to="noah_NoahUprightShanghaiMutualFundSalesInvestmentConsultingCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NoncontrollingInterestAbstract" xlink:label="us-gaap_NoncontrollingInterestAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncontrollingInterestAbstract_lbl" xml:lang="en-US" id="id_7258021_1789451_1_1">Noncontrolling Interest [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NoncontrollingInterestAbstract_lbl" xml:lang="en-US" id="id_7258021_1789451_2_1">Noncontrolling Interest [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncontrollingInterestAbstract" xlink:to="us-gaap_NoncontrollingInterestAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation" xlink:label="us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation_lbl" xml:lang="en-US" id="id_7258021_1789452_1_1">Noncontrolling Interest, Decrease from Deconsolidation</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation_lbl" xml:lang="en-US" id="id_7258021_1789452_14_1">Disposal of a subsidiary</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation" xlink:to="us-gaap_NoncontrollingInterestDecreaseFromDeconsolidation_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance" xlink:label="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance_lbl" xml:lang="en-US" id="id_7258021_1788267_1_1">Noncontrolling Interest, Increase from Subsidiary Equity Issuance</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance_lbl" xml:lang="en-US" id="id_7258021_1788267_2_1">Issuance of redeemable non-controlling interest of a subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance_lbl" xml:lang="en-US" id="id_7258021_1788267_12_1">Selling price of redeemable non-controlling interest holders</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance" xlink:to="us-gaap_NoncontrollingInterestIncreaseFromSubsidiaryEquityIssuance_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NoncontrollingInterestMember" xlink:label="us-gaap_NoncontrollingInterestMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncontrollingInterestMember_lbl" xml:lang="en-US" id="id_7258021_1789455_1_1">Noncontrolling Interest [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NoncontrollingInterestMember_lbl" xml:lang="en-US" id="id_7258021_1789455_2_1">Noncontrolling Interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncontrollingInterestMember" xlink:to="us-gaap_NoncontrollingInterestMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NoncontrollingInterestsPolicyTextBlock" xlink:label="noah_NoncontrollingInterestsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NoncontrollingInterestsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1972465_3_1">Noncontrolling Interests, Policy</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NoncontrollingInterestsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1972465_1_1">Noncontrolling Interests [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NoncontrollingInterestsPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1972465_2_1">Non-controlling Interests</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NoncontrollingInterestsPolicyTextBlock" xlink:to="noah_NoncontrollingInterestsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NonInterestBearingLoan" xlink:label="noah_NonInterestBearingLoan"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NonInterestBearingLoan_lbl" xml:lang="en-US" id="id_7258021_1826457_3_1">Non interest bearing loan.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NonInterestBearingLoan_lbl" xml:lang="en-US" id="id_7258021_1826457_1_1">Non Interest Bearing Loan</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NonInterestBearingLoan_lbl" xml:lang="en-US" id="id_7258021_1826457_2_1">No-interest bearing loan</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_NonInterestBearingLoan" xlink:to="noah_NonInterestBearingLoan_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NonoperatingIncomeExpense" xlink:label="us-gaap_NonoperatingIncomeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1788282_1_1">Nonoperating Income (Expense)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1788282_2_1">Total other income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1788282_6_1">Total other income</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NonoperatingIncomeExpense" xlink:to="us-gaap_NonoperatingIncomeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NonoperatingIncomeExpenseAbstract" xlink:label="us-gaap_NonoperatingIncomeExpenseAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NonoperatingIncomeExpenseAbstract_lbl" xml:lang="en-US" id="id_7258021_1788283_1_1">Nonoperating Income (Expense) [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NonoperatingIncomeExpenseAbstract_lbl" xml:lang="en-US" id="id_7258021_1788283_2_1">Other income (expenses):</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NonoperatingIncomeExpenseAbstract" xlink:to="us-gaap_NonoperatingIncomeExpenseAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NotesAndLoansReceivableGrossCurrent" xlink:label="us-gaap_NotesAndLoansReceivableGrossCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesAndLoansReceivableGrossCurrent_lbl" xml:lang="en-US" id="id_7258021_1789486_1_1">Notes, Loans and Financing Receivable, Gross, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NotesAndLoansReceivableGrossCurrent_lbl" xml:lang="en-US" id="id_7258021_1789486_2_1">Total loans receivable</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesAndLoansReceivableGrossCurrent" xlink:to="us-gaap_NotesAndLoansReceivableGrossCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NotesAndLoansReceivableNetCurrent" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrent_lbl" xml:lang="en-US" id="id_7258021_1788291_1_1">Notes, Loans and Financing Receivable, Net, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrent_lbl" xml:lang="en-US" id="id_7258021_1788291_2_1">Loan receivables, net of allowance for loan losses of RMB3,244 and RMB2,556 as of December 31, 2017 and December 31, 2018, respectively</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrent_lbl" xml:lang="en-US" id="id_7258021_1788291_6_1">Loans receivable, net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesAndLoansReceivableNetCurrent" xlink:to="us-gaap_NotesAndLoansReceivableNetCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NotesAndLoansReceivableNetCurrentAbstract" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1788292_1_1">Notes, Loans and Financing Receivable, Net, Current [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NotesAndLoansReceivableNetCurrentAbstract_lbl" xml:lang="en-US" id="id_7258021_1788292_2_1">Loans receivable:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesAndLoansReceivableNetCurrentAbstract" xlink:to="us-gaap_NotesAndLoansReceivableNetCurrentAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_NumberOfReportableSegments" xlink:label="us-gaap_NumberOfReportableSegments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NumberOfReportableSegments_lbl" xml:lang="en-US" id="id_7258021_1788408_1_1">Number of Reportable Segments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NumberOfReportableSegments_lbl" xml:lang="en-US" id="id_7258021_1788408_2_1">Number of reportable segments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NumberOfReportableSegments" xlink:to="us-gaap_NumberOfReportableSegments_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_NumberOfTransferredShares" xlink:label="noah_NumberOfTransferredShares"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_NumberOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_1872616_3_1">Number Of Transferred Shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_NumberOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_1872616_1_1">Number Of Transferred Shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_NumberOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_1872616_2_1">Transfer of Class B shares to Class A shares</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OfficersCompensation" xlink:label="us-gaap_OfficersCompensation"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OfficersCompensation_lbl" xml:lang="en-US" id="id_7258021_1787163_1_1">Salary and Wage, Officer, Excluding Cost of Good and Service Sold</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_OfficersCompensation_lbl" xml:lang="en-US" id="id_7258021_1787163_14_1">Relationship manager compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OfficersCompensation" xlink:to="us-gaap_OfficersCompensation_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember" xlink:label="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1941336_3_1">One time commissions earned from funds subscribed by shareholders.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1941336_1_1">One Time Commissions Earned From Funds Subscribed By Shareholders [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1941336_2_1">One-Time Commissions Earned from Funds Subscribed by Shareholders</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember" xlink:to="noah_OneTimeCommissionsEarnedFromFundsSubscribedByShareholdersMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OneTimeCommissionsMember" xlink:label="noah_OneTimeCommissionsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OneTimeCommissionsMember_lbl" xml:lang="en-US" id="id_7258021_1938987_3_1">One Time Commissions [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OneTimeCommissionsMember_lbl" xml:lang="en-US" id="id_7258021_1938987_1_1">One Time Commissions [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OneTimeCommissionsMember_lbl" xml:lang="en-US" id="id_7258021_1938987_2_1">One Time Commissions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OneTimeCommissionsMember" xlink:to="noah_OneTimeCommissionsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingCostsAndExpenses" xlink:label="us-gaap_OperatingCostsAndExpenses"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingCostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1789539_1_1">Operating Costs and Expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingCostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1789539_2_1">Operating cost and expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_OperatingCostsAndExpenses_lbl" xml:lang="en-US" id="id_7258021_1789539_14_1">Total operating cost and expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingCostsAndExpenses" xlink:to="us-gaap_OperatingCostsAndExpenses_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingIncomeLoss" xlink:label="us-gaap_OperatingIncomeLoss"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1789540_1_1">Operating Income (Loss)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1789540_2_1">Income (loss) from operations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1789540_6_1">Income from operations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_7258021_1789540_14_1">Loss from operations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingIncomeLoss" xlink:to="us-gaap_OperatingIncomeLoss_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDue" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDue_lbl" xml:lang="en-US" id="id_7258021_1788449_1_1">Operating Leases, Future Minimum Payments Due</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDue_lbl" xml:lang="en-US" id="id_7258021_1788449_6_1">Total</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDue" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent_lbl" xml:lang="en-US" id="id_7258021_1789548_1_1">Operating Leases, Future Minimum Payments Due, Next Twelve Months</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent_lbl" xml:lang="en-US" id="id_7258021_1789548_2_1">2019</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_lbl" xml:lang="en-US" id="id_7258021_1789551_1_1">Operating Leases, Future Minimum Payments, Due in Four Years</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_lbl" xml:lang="en-US" id="id_7258021_1789551_2_1">2022</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_lbl" xml:lang="en-US" id="id_7258021_1787207_1_1">Operating Leases, Future Minimum Payments, Due in Three Years</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_lbl" xml:lang="en-US" id="id_7258021_1787207_2_1">2021</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears_lbl" xml:lang="en-US" id="id_7258021_1788452_1_1">Operating Leases, Future Minimum Payments, Due in Two Years</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears_lbl" xml:lang="en-US" id="id_7258021_1788452_2_1">2020</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter_lbl" xml:lang="en-US" id="id_7258021_1788355_1_1">Operating Leases, Future Minimum Payments, Due Thereafter</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter_lbl" xml:lang="en-US" id="id_7258021_1788355_2_1">2023 and after</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter" xlink:to="us-gaap_OperatingLeasesFutureMinimumPaymentsDueThereafter_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLeasesRentExpenseNet" xlink:label="us-gaap_OperatingLeasesRentExpenseNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesRentExpenseNet_lbl" xml:lang="en-US" id="id_7258021_1789562_1_1">Operating Leases, Rent Expense, Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLeasesRentExpenseNet_lbl" xml:lang="en-US" id="id_7258021_1789562_2_1">Rental expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesRentExpenseNet" xlink:to="us-gaap_OperatingLeasesRentExpenseNet_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OperatingLossCarryforwardExpirationYear" xlink:label="noah_OperatingLossCarryforwardExpirationYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OperatingLossCarryforwardExpirationYear_lbl" xml:lang="en-US" id="id_7258021_1880852_3_1">Operating Loss Carryforward, Expiration Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OperatingLossCarryforwardExpirationYear_lbl" xml:lang="en-US" id="id_7258021_1880852_1_1">Operating Loss Carryforward, Expiration Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OperatingLossCarryforwardExpirationYear_lbl" xml:lang="en-US" id="id_7258021_1880852_2_1">Operating loss carry forwards expiration year</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OperatingLossCarryforwardExpirationYear" xlink:to="noah_OperatingLossCarryforwardExpirationYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OperatingLossCarryforwards" xlink:label="us-gaap_OperatingLossCarryforwards"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLossCarryforwards_lbl" xml:lang="en-US" id="id_7258021_1788460_1_1">Operating Loss Carryforwards</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLossCarryforwards_lbl" xml:lang="en-US" id="id_7258021_1788460_2_1">Operating loss carry forward</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwards" xlink:to="us-gaap_OperatingLossCarryforwards_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract" xlink:label="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract_lbl" xml:lang="en-US" id="id_7258021_1787229_1_1">Organization, Consolidation and Presentation of Financial Statements [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract_lbl" xml:lang="en-US" id="id_7258021_1787229_2_1">Organization, Consolidation and Presentation of Financial Statements [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract" xlink:to="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherAccruedLiabilitiesCurrent" xlink:label="us-gaap_OtherAccruedLiabilitiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherAccruedLiabilitiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1789023_1_1">Other Accrued Liabilities, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherAccruedLiabilitiesCurrent_lbl" xml:lang="en-US" id="id_7258021_1789023_2_1">Other payables</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherAccruedLiabilitiesCurrent" xlink:to="us-gaap_OtherAccruedLiabilitiesCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherAssetsCurrent" xlink:label="us-gaap_OtherAssetsCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherAssetsCurrent_lbl" xml:lang="en-US" id="id_7258021_1789027_1_1">Other Assets, Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherAssetsCurrent_lbl" xml:lang="en-US" id="id_7258021_1789027_2_1">Other current assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OtherAssetsCurrent_lbl" xml:lang="en-US" id="id_7258021_1789027_6_1">Total</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherAssetsCurrent" xlink:to="us-gaap_OtherAssetsCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherAssetsNoncurrent" xlink:label="us-gaap_OtherAssetsNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherAssetsNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1788478_1_1">Other Assets, Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherAssetsNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1788478_2_1">Other non-current assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherAssetsNoncurrent" xlink:to="us-gaap_OtherAssetsNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherComprehensiveIncomeAvailableforsaleSecuritiesAdjustmentNetOfTaxPortionAttributableToNoncontrollingInterest" xlink:label="us-gaap_OtherComprehensiveIncomeAvailableforsaleSecuritiesAdjustmentNetOfTaxPortionAttributableToNoncontrollingInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherComprehensiveIncomeAvailableforsaleSecuritiesAdjustmentNetOfTaxPortionAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1789039_1_1">Other Comprehensive Income (Loss), Available-for-sale Securities Adjustment, Net of Tax, Portion Attributable to Noncontrolling Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_OtherComprehensiveIncomeAvailableforsaleSecuritiesAdjustmentNetOfTaxPortionAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1789039_14_1">Fair value fluctuation of available-for-sale investment held by affiliates, net of tax of nil</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:label="us-gaap_OtherComprehensiveIncomeAvailableforsaleSecuritiesAdjustmentNetOfTaxPortionAttributableToNoncontrollingInterest_lbl" xml:lang="en-US" id="id_7258021_1789039_18_1">Fair value fluctuation of available-for-sale investment of affiliates</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OtherLiabilitiesCurrentTable" xlink:to="noah_OtherLiabilitiesCurrentTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherLiabilitiesDisclosureAbstract" xlink:label="us-gaap_OtherLiabilitiesDisclosureAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherLiabilitiesDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1787978_1_1">Other Liabilities Disclosure [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherLiabilitiesDisclosureAbstract_lbl" xml:lang="en-US" id="id_7258021_1787978_2_1">Other Liabilities Disclosure [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherLiabilitiesDisclosureAbstract" xlink:to="us-gaap_OtherLiabilitiesDisclosureAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherLiabilitiesDisclosureTextBlock" xlink:label="us-gaap_OtherLiabilitiesDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherLiabilitiesDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1789127_1_1">Other Liabilities Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherLiabilitiesDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1789127_2_1">Other Current Liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherLiabilitiesDisclosureTextBlock" xlink:to="us-gaap_OtherLiabilitiesDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherLiabilitiesNoncurrent" xlink:label="us-gaap_OtherLiabilitiesNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherLiabilitiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1789232_1_1">Other Liabilities, Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherLiabilitiesNoncurrent_lbl" xml:lang="en-US" id="id_7258021_1789232_2_1">Other non-current liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherLiabilitiesNoncurrent" xlink:to="us-gaap_OtherLiabilitiesNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherLongTermInvestments" xlink:label="us-gaap_OtherLongTermInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherLongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1787984_1_1">Other Long-term Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OtherLongTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1787984_6_1">Total other long-term investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherLongTermInvestments" xlink:to="us-gaap_OtherLongTermInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OtherLongTermInvestmentsFairValueDisclosure" xlink:label="noah_OtherLongTermInvestmentsFairValueDisclosure"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OtherLongTermInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1825777_3_1">Other Long Term Investments, Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OtherLongTermInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1825777_1_1">Other Long Term Investments, Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OtherLongTermInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1825777_2_1">Investments measured at fair value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="noah_OtherLongTermInvestmentsFairValueDisclosure_lbl" xml:lang="en-US" id="id_7258021_1825777_12_1">Other long-term investments measured at fair value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OtherLongTermInvestmentsFairValueDisclosure" xlink:to="noah_OtherLongTermInvestmentsFairValueDisclosure_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherNonoperatingIncomeExpense" xlink:label="us-gaap_OtherNonoperatingIncomeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherNonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1789141_1_1">Other Nonoperating Income (Expense)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherNonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1789141_2_1">Other (expenses) income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_OtherNonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_7258021_1789141_12_1">Other income (expense)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherNonoperatingIncomeExpense" xlink:to="us-gaap_OtherNonoperatingIncomeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherOperatingActivitiesCashFlowStatement" xlink:label="us-gaap_OtherOperatingActivitiesCashFlowStatement"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherOperatingActivitiesCashFlowStatement_lbl" xml:lang="en-US" id="id_7258021_1789241_1_1">Other Operating Activities, Cash Flow Statement</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherOperatingActivitiesCashFlowStatement_lbl" xml:lang="en-US" id="id_7258021_1789241_2_1">Other operating cash flows</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherOperatingActivitiesCashFlowStatement" xlink:to="us-gaap_OtherOperatingActivitiesCashFlowStatement_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_OtherReceivables" xlink:label="us-gaap_OtherReceivables"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherReceivables_lbl" xml:lang="en-US" id="id_7258021_1789272_1_1">Other Receivables</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherReceivables_lbl" xml:lang="en-US" id="id_7258021_1789272_2_1">Others</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherReceivables" xlink:to="us-gaap_OtherReceivables_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OtherServiceFeeMember" xlink:label="noah_OtherServiceFeeMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OtherServiceFeeMember_lbl" xml:lang="en-US" id="id_7258021_1911400_3_1">Other Service Fee [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OtherServiceFeeMember_lbl" xml:lang="en-US" id="id_7258021_1911400_1_1">Other Service Fee [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OtherServiceFeeMember_lbl" xml:lang="en-US" id="id_7258021_1911400_2_1">Other Service Fee</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OtherServiceFeeMember" xlink:to="noah_OtherServiceFeeMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OtherServicesMember" xlink:label="noah_OtherServicesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OtherServicesMember_lbl" xml:lang="en-US" id="id_7258021_1939588_3_1">Other Services [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OtherServicesMember_lbl" xml:lang="en-US" id="id_7258021_1939588_1_1">Other Services [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OtherServicesMember_lbl" xml:lang="en-US" id="id_7258021_1939588_2_1">Other Service</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OtherServicesMember" xlink:to="noah_OtherServicesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OtherServicesSubscribedByShareholdersMember" xlink:label="noah_OtherServicesSubscribedByShareholdersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OtherServicesSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1934341_3_1">Other services subscribed by shareholders.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OtherServicesSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1934341_1_1">Other Services Subscribed By Shareholders [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OtherServicesSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1934341_2_1">Other Services Subscribed by Shareholders</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OtherServicesSubscribedByShareholdersMember" xlink:to="noah_OtherServicesSubscribedByShareholdersMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OthersInvestmentMember" xlink:label="noah_OthersInvestmentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OthersInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_2003845_3_1">Others Investment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OthersInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_2003845_1_1">Others Investment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OthersInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_2003845_2_1">Others Investment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OthersInvestmentMember" xlink:to="noah_OthersInvestmentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OthersMember" xlink:label="noah_OthersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OthersMember_lbl" xml:lang="en-US" id="id_7258021_1950988_3_1">Others.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OthersMember_lbl" xml:lang="en-US" id="id_7258021_1950988_1_1">Others [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OthersMember_lbl" xml:lang="en-US" id="id_7258021_1950988_2_1">Others</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OthersMember" xlink:to="noah_OthersMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OverseasMember" xlink:label="noah_OverseasMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OverseasMember_lbl" xml:lang="en-US" id="id_7258021_1911959_3_1">Overseas [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OverseasMember_lbl" xml:lang="en-US" id="id_7258021_1911959_1_1">Overseas [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OverseasMember_lbl" xml:lang="en-US" id="id_7258021_1911959_2_1">Overseas</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OverseasMember" xlink:to="noah_OverseasMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OverThreeYearsMember" xlink:label="noah_OverThreeYearsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OverThreeYearsMember_lbl" xml:lang="en-US" id="id_7258021_1917807_3_1">Over Three Years [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OverThreeYearsMember_lbl" xml:lang="en-US" id="id_7258021_1917807_1_1">Over Three Years [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OverThreeYearsMember_lbl" xml:lang="en-US" id="id_7258021_1917807_2_1">Vesting ratably over the following 36 months</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OverThreeYearsMember" xlink:to="noah_OverThreeYearsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_OwnershipAxis" xlink:label="srt_OwnershipAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_OwnershipAxis_lbl" xml:lang="en-US" id="id_7258021_1789197_1_1">Ownership [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_OwnershipAxis_lbl" xml:lang="en-US" id="id_7258021_1789197_2_1">Ownership [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_OwnershipAxis" xlink:to="srt_OwnershipAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_OwnershipDomain" xlink:label="srt_OwnershipDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_OwnershipDomain_lbl" xml:lang="en-US" id="id_7258021_1789198_1_1">Ownership [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_OwnershipDomain_lbl" xml:lang="en-US" id="id_7258021_1789198_2_1">Ownership [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_OwnershipDomain" xlink:to="srt_OwnershipDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum" xlink:label="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum_lbl" xml:lang="en-US" id="id_7258021_1981449_3_1">Ownership Interest In Voting Rights Of Investee Required For Significant Influence Minimum</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum_lbl" xml:lang="en-US" id="id_7258021_1981449_1_1">Ownership Interest In Voting Rights Of Investee Required For Significant Influence Minimum</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum_lbl" xml:lang="en-US" id="id_7258021_1981449_2_1">Ownership percentage in affiliate to represent influence</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum" xlink:to="noah_OwnershipInterestInVotingRightsOfInvesteeRequiredForSignificantInfluenceMinimum_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_ParentCompanyMember" xlink:label="srt_ParentCompanyMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ParentCompanyMember_lbl" xml:lang="en-US" id="id_7258021_1789202_1_1">Parent Company [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_ParentCompanyMember_lbl" xml:lang="en-US" id="id_7258021_1789202_2_1">Parent Company</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ParentCompanyMember" xlink:to="srt_ParentCompanyMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ParentMember" xlink:label="us-gaap_ParentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ParentMember_lbl" xml:lang="en-US" id="id_7258021_1789204_1_1">Parent [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ParentMember_lbl" xml:lang="en-US" id="id_7258021_1789204_2_1">Parent</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ParentMember" xlink:to="us-gaap_ParentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PayablesAndAccrualsAbstract" xlink:label="us-gaap_PayablesAndAccrualsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PayablesAndAccrualsAbstract_lbl" xml:lang="en-US" id="id_7258021_1788090_1_1">Payables and Accruals [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PayablesAndAccrualsAbstract_lbl" xml:lang="en-US" id="id_7258021_1788090_2_1">Payables and Accruals [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PayablesAndAccrualsAbstract" xlink:to="us-gaap_PayablesAndAccrualsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PayableToInvestors" xlink:label="noah_PayableToInvestors"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PayableToInvestors_lbl" xml:lang="en-US" id="id_7258021_1843657_3_1">Payable To Investors</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PayableToInvestors_lbl" xml:lang="en-US" id="id_7258021_1843657_1_1">Payable To Investors</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_PayableToInvestors_lbl" xml:lang="en-US" id="id_7258021_1843657_2_1">Payable to individual investors of other financial service business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PayableToInvestors" xlink:to="noah_PayableToInvestors_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates" xlink:label="us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates_lbl" xml:lang="en-US" id="id_7258021_1789344_1_1">Payments for (Proceeds from) Businesses and Interest in Affiliates</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates_lbl" xml:lang="en-US" id="id_7258021_1789344_14_1">Capital return from investment in affiliates</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates" xlink:to="us-gaap_PaymentsForProceedsFromBusinessesAndInterestInAffiliates_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsForRepurchaseOfCommonStock" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl" xml:lang="en-US" id="id_7258021_1789363_1_1">Payments for Repurchase of Common Stock</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl" xml:lang="en-US" id="id_7258021_1789363_14_1">Payment for repurchase of ordinary shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl" xml:lang="en-US" id="id_7258021_1789363_18_1">Share repurchase</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsForRepurchaseOfCommonStock" xlink:to="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness" xlink:label="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844642_3_1">Payments related to transfer of rights to the loan receivables from factoring business.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844642_1_1">Payments Related to Transfer of Rights to the Loan Receivables from Factoring Business</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844642_14_1">Payments related to transfer of rights to the loan receivables from factoring business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness" xlink:to="noah_PaymentsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireAvailableForSaleSecurities" xlink:label="us-gaap_PaymentsToAcquireAvailableForSaleSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireAvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1788132_1_1">Payments to Acquire Available-for-sale Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireAvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1788132_14_1">Purchases of available-for-sale investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireAvailableForSaleSecurities" xlink:to="us-gaap_PaymentsToAcquireAvailableForSaleSecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired" xlink:label="us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired_lbl" xml:lang="en-US" id="id_7258021_1789376_1_1">Payments to Acquire Businesses, Net of Cash Acquired</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired_lbl" xml:lang="en-US" id="id_7258021_1789376_14_1">Acquisition, net of cash acquired</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired" xlink:to="us-gaap_PaymentsToAcquireBusinessesNetOfCashAcquired_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireEquityMethodInvestments" xlink:label="us-gaap_PaymentsToAcquireEquityMethodInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireEquityMethodInvestments_lbl" xml:lang="en-US" id="id_7258021_1789902_1_1">Payments to Acquire Equity Method Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireEquityMethodInvestments_lbl" xml:lang="en-US" id="id_7258021_1789902_14_1">Increase in investment in affiliates</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireEquityMethodInvestments" xlink:to="us-gaap_PaymentsToAcquireEquityMethodInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireHeldToMaturitySecurities" xlink:label="us-gaap_PaymentsToAcquireHeldToMaturitySecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireHeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1789903_1_1">Payments to Acquire Held-to-maturity Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireHeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1789903_14_1">Purchase of held-to-maturity investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireHeldToMaturitySecurities" xlink:to="us-gaap_PaymentsToAcquireHeldToMaturitySecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireInterestInJointVenture" xlink:label="us-gaap_PaymentsToAcquireInterestInJointVenture"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireInterestInJointVenture_lbl" xml:lang="en-US" id="id_7258021_1790467_1_1">Payments to Acquire Interest in Joint Venture</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PaymentsToAcquireInterestInJointVenture_lbl" xml:lang="en-US" id="id_7258021_1790467_2_1">Capital Injected in to a joint venture</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireInterestInJointVenture" xlink:to="us-gaap_PaymentsToAcquireInterestInJointVenture_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates" xlink:label="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates_lbl" xml:lang="en-US" id="id_7258021_1788139_1_1">Payments to Acquire Interest in Subsidiaries and Affiliates</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates_lbl" xml:lang="en-US" id="id_7258021_1788139_14_1">Increase in investment in affiliates</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:label="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates_lbl" xml:lang="en-US" id="id_7258021_1788139_18_1">Investment in subsidiaries and VIEs</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates" xlink:to="us-gaap_PaymentsToAcquireInterestInSubsidiariesAndAffiliates_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireInvestments" xlink:label="us-gaap_PaymentsToAcquireInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireInvestments_lbl" xml:lang="en-US" id="id_7258021_1789904_1_1">Payments to Acquire Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PaymentsToAcquireInvestments_lbl" xml:lang="en-US" id="id_7258021_1789904_2_1">Capital injected in to a joint venture</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireInvestments_lbl" xml:lang="en-US" id="id_7258021_1789904_14_1">Purchase of investment held by consolidated fund</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireInvestments" xlink:to="us-gaap_PaymentsToAcquireInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireLoansReceivable" xlink:label="us-gaap_PaymentsToAcquireLoansReceivable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireLoansReceivable_lbl" xml:lang="en-US" id="id_7258021_1789382_1_1">Payments to Acquire Loans Receivable</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireLoansReceivable_lbl" xml:lang="en-US" id="id_7258021_1789382_14_1">Loans disbursement</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireLoansReceivable" xlink:to="us-gaap_PaymentsToAcquireLoansReceivable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireLongtermInvestments" xlink:label="us-gaap_PaymentsToAcquireLongtermInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireLongtermInvestments_lbl" xml:lang="en-US" id="id_7258021_1789909_1_1">Payments to Acquire Long-term Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireLongtermInvestments_lbl" xml:lang="en-US" id="id_7258021_1789909_14_1">Purchase of long-term investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireLongtermInvestments" xlink:to="us-gaap_PaymentsToAcquireLongtermInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_7258021_1789388_1_1">Payments to Acquire Property, Plant, and Equipment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_7258021_1789388_14_1">Purchases of property and equipment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:to="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables" xlink:label="us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables_lbl" xml:lang="en-US" id="id_7258021_1788153_1_1">Payments to Acquire Retained Interest in Securitized Receivables</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables_lbl" xml:lang="en-US" id="id_7258021_1788153_14_1">Purchase of loan receivables from factoring business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables" xlink:to="us-gaap_PaymentsToAcquireRetainedInterestInSecuritizedReceivables_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PaymentsToMinorityShareholders" xlink:label="us-gaap_PaymentsToMinorityShareholders"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToMinorityShareholders_lbl" xml:lang="en-US" id="id_7258021_1790482_1_1">Payments to Noncontrolling Interests</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PaymentsToMinorityShareholders_lbl" xml:lang="en-US" id="id_7258021_1790482_14_1">Return of non-controlling interests of subsidiaries</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToMinorityShareholders" xlink:to="us-gaap_PaymentsToMinorityShareholders_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PeoplesRepublicOfChinaAndHongKongMember" xlink:label="noah_PeoplesRepublicOfChinaAndHongKongMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PeoplesRepublicOfChinaAndHongKongMember_lbl" xml:lang="en-US" id="id_7258021_1904025_3_1">Peoples Republic of China and Hong Kong.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PeoplesRepublicOfChinaAndHongKongMember_lbl" xml:lang="en-US" id="id_7258021_1904025_1_1">Peoples Republic Of China And Hong Kong [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_PeoplesRepublicOfChinaAndHongKongMember_lbl" xml:lang="en-US" id="id_7258021_1904025_2_1">Peoples Republic of China and Hong Kong</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PeoplesRepublicOfChinaAndHongKongMember" xlink:to="noah_PeoplesRepublicOfChinaAndHongKongMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PercentageOfLoansConvertibleToEquity" xlink:label="noah_PercentageOfLoansConvertibleToEquity"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PercentageOfLoansConvertibleToEquity_lbl" xml:lang="en-US" id="id_7258021_1989365_3_1">Percentage of loans convertible to equity.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PercentageOfLoansConvertibleToEquity_lbl" xml:lang="en-US" id="id_7258021_1989365_1_1">Percentage of Loans Convertible to Equity</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_PercentageOfLoansConvertibleToEquity_lbl" xml:lang="en-US" id="id_7258021_1989365_2_1">Percentage of loan covert to equity interests</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PercentageOfLoansConvertibleToEquity" xlink:to="noah_PercentageOfLoansConvertibleToEquity_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PerformanceBasedIncomeMember" xlink:label="noah_PerformanceBasedIncomeMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PerformanceBasedIncomeMember_lbl" xml:lang="en-US" id="id_7258021_1903491_3_1">Performance Based Income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PerformanceBasedIncomeMember_lbl" xml:lang="en-US" id="id_7258021_1903491_1_1">Performance Based Income [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_PerformanceBasedIncomeMember_lbl" xml:lang="en-US" id="id_7258021_1903491_2_1">Performance Based Income</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PerformanceBasedIncomeMember" xlink:to="noah_PerformanceBasedIncomeMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PlanNameAxis" xlink:label="us-gaap_PlanNameAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PlanNameAxis_lbl" xml:lang="en-US" id="id_7258021_1789954_1_1">Plan Name [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PlanNameAxis_lbl" xml:lang="en-US" id="id_7258021_1789954_2_1">Plan Name [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PlanNameAxis" xlink:to="us-gaap_PlanNameAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PlanNameDomain" xlink:label="us-gaap_PlanNameDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PlanNameDomain_lbl" xml:lang="en-US" id="id_7258021_1789415_1_1">Plan Name [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PlanNameDomain_lbl" xml:lang="en-US" id="id_7258021_1789415_2_1">Plan Name [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PlanNameDomain" xlink:to="us-gaap_PlanNameDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PostemploymentBenefitsAbstract" xlink:label="us-gaap_PostemploymentBenefitsAbstract"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PrivateEquitySecuritiesMember_lbl" xml:lang="en-US" id="id_7258021_1952444_3_1">Private Equity Securities [Member]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromDivestitureOfInterestInConsolidatedSubsidiaries" xlink:label="us-gaap_ProceedsFromDivestitureOfInterestInConsolidatedSubsidiaries"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromDivestitureOfInterestInConsolidatedSubsidiaries_lbl" xml:lang="en-US" id="id_7258021_1791275_1_1">Proceeds from Divestiture of Interest in Consolidated Subsidiaries</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromDivestitureOfInterestInJointVenture" xlink:label="us-gaap_ProceedsFromDivestitureOfInterestInJointVenture"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromDivestitureOfInterestInJointVenture_lbl" xml:lang="en-US" id="id_7258021_1791276_1_1">Proceeds from Divestiture of Interest in Joint Venture</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromDivestitureOfInterestInJointVenture_lbl" xml:lang="en-US" id="id_7258021_1791276_2_1">Disposed of equity interest in joint venture</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromIssuanceOfCommonStock" xlink:label="us-gaap_ProceedsFromIssuanceOfCommonStock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfCommonStock_lbl" xml:lang="en-US" id="id_7258021_1790738_1_1">Proceeds from Issuance of Common Stock</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromIssuanceOfCommonStock_lbl" xml:lang="en-US" id="id_7258021_1790738_2_1">Proceeds from issuance of ordinary shares upon exercise of stock options</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromIssuanceOfMandatoryRedeemableCapitalSecurities" xlink:label="us-gaap_ProceedsFromIssuanceOfMandatoryRedeemableCapitalSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfMandatoryRedeemableCapitalSecurities_lbl" xml:lang="en-US" id="id_7258021_1791284_1_1">Proceeds from Issuance of Mandatory Redeemable Capital Securities</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromMinorityShareholders" xlink:label="us-gaap_ProceedsFromMinorityShareholders"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities" xlink:label="us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1790782_1_1">Proceeds from Sale of Available-for-sale Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities_lbl" xml:lang="en-US" id="id_7258021_1790782_2_1">Proceeds from sale or redemption of available-for-sale investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities" xlink:to="us-gaap_ProceedsFromSaleOfAvailableForSaleSecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromSaleOfHeldToMaturitySecurities" xlink:label="us-gaap_ProceedsFromSaleOfHeldToMaturitySecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromSaleOfHeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1791323_1_1">Proceeds from Sale of Held-to-maturity Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromSaleOfHeldToMaturitySecurities_lbl" xml:lang="en-US" id="id_7258021_1791323_2_1">Proceeds from redemption of held-to-maturity investments</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProceedsFromSaleOfLongtermInvestments" xlink:label="us-gaap_ProceedsFromSaleOfLongtermInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromSaleOfLongtermInvestments_lbl" xml:lang="en-US" id="id_7258021_1789689_1_1">Proceeds from Sale of Long-term Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromSaleOfLongtermInvestments_lbl" xml:lang="en-US" id="id_7258021_1789689_2_1">Proceeds from sale of long-term investments</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ProceedsFromSalesOfInterestsInSubsidiary" xlink:label="noah_ProceedsFromSalesOfInterestsInSubsidiary"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ProceedsFromSalesOfInterestsInSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844594_3_1">Proceeds from sales of interests in subsidiary.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ProceedsFromSalesOfInterestsInSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844594_1_1">Proceeds from Sales of Interests in Subsidiary</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ProceedsFromSalesOfInterestsInSubsidiary_lbl" xml:lang="en-US" id="id_7258021_1844594_2_1">Prepayment from an investor to acquire interest in one subsidiary</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ProceedsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness" xlink:label="noah_ProceedsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ProceedsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844643_3_1">Proceeds related to transfer of rights to the Loan receivables from factoring business.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ProceedsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844643_1_1">Proceeds Related to Transfer of Rights to the Loan Receivables from Factoring Business</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="noah_ProceedsRelatedToTransferOfRightsToTheLoanReceivablesFromFactoringBusiness_lbl" xml:lang="en-US" id="id_7258021_1844643_14_1">Proceeds related to transfer of rights to the loan receivables from factoring business</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_ProductOrServiceAxis" xlink:label="srt_ProductOrServiceAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ProductOrServiceAxis_lbl" xml:lang="en-US" id="id_7258021_1790804_1_1">Product and Service [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_ProductOrServiceAxis_lbl" xml:lang="en-US" id="id_7258021_1790804_2_1">Product and Service [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ProductOrServiceAxis" xlink:to="srt_ProductOrServiceAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_ProductsAndServicesDomain" xlink:label="srt_ProductsAndServicesDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ProductsAndServicesDomain_lbl" xml:lang="en-US" id="id_7258021_1790805_1_1">Product and Service [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_ProductsAndServicesDomain_lbl" xml:lang="en-US" id="id_7258021_1790805_2_1">Product and Service [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ProductsAndServicesDomain" xlink:to="srt_ProductsAndServicesDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProfitLoss" xlink:label="us-gaap_ProfitLoss"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProfitLoss_lbl" xml:lang="en-US" id="id_7258021_1789725_1_1">Net Income (Loss), Including Portion Attributable to Noncontrolling Interest</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PropertyGross" xlink:label="noah_PropertyGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PropertyGross_lbl" xml:lang="en-US" id="id_7258021_1870799_3_1">Property gross.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PropertyGross_lbl" xml:lang="en-US" id="id_7258021_1870799_1_1">Property Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_PropertyGross_lbl" xml:lang="en-US" id="id_7258021_1870799_2_1">Property</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PropertyGross" xlink:to="noah_PropertyGross_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentAbstract" xlink:label="us-gaap_PropertyPlantAndEquipmentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentAbstract_lbl" xml:lang="en-US" id="id_7258021_1789729_1_1">Property, Plant and Equipment [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentAbstract_lbl" xml:lang="en-US" id="id_7258021_1789729_2_1">Property, Plant and Equipment [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentGross_lbl" xml:lang="en-US" id="id_7258021_1792030_1_1">Property, Plant and Equipment, Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentGross_lbl" xml:lang="en-US" id="id_7258021_1792030_6_1">Property, Plant and Equipment, Gross, Total</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentGross" xlink:to="us-gaap_PropertyPlantAndEquipmentGross_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentLineItems" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems_lbl" xml:lang="en-US" id="id_7258021_1792035_1_1">Property, Plant and Equipment [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems_lbl" xml:lang="en-US" id="id_7258021_1792035_2_1">Property, Plant and Equipment [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentLineItems" xlink:to="us-gaap_PropertyPlantAndEquipmentLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentNet" xlink:label="us-gaap_PropertyPlantAndEquipmentNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_7258021_1790823_1_1">Property, Plant and Equipment, Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_7258021_1790823_2_1">Property and equipment, net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_7258021_1790823_6_1">Property and equipment, net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentNet" xlink:to="us-gaap_PropertyPlantAndEquipmentNet_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress" xlink:label="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress_lbl" xml:lang="en-US" id="id_7258021_1857145_3_1">Property Plant And Equipment Net Excluding Construction In Progress</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress_lbl" xml:lang="en-US" id="id_7258021_1857145_1_1">Property Plant And Equipment Net Excluding Construction In Progress</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress_lbl" xml:lang="en-US" id="id_7258021_1857145_6_1">Property Plant And Equipment Net Excluding Construction In Progress, Total</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress" xlink:to="noah_PropertyPlantAndEquipmentNetExcludingConstructionInProgress_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentOther" xlink:label="us-gaap_PropertyPlantAndEquipmentOther"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentOther_lbl" xml:lang="en-US" id="id_7258021_1789735_1_1">Property, Plant and Equipment, Other, Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentOther_lbl" xml:lang="en-US" id="id_7258021_1789735_2_1">Motor vehicles</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentOther" xlink:to="us-gaap_PropertyPlantAndEquipmentOther_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790960_1_1">Property, Plant and Equipment, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790960_2_1">Property and Equipment, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl" xml:lang="en-US" id="id_7258021_1789742_1_1">Property, Plant and Equipment [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl" xml:lang="en-US" id="id_7258021_1789742_2_1">Property and Equipment, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1792039_1_1">Property, Plant and Equipment, Type [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1792039_2_1">Property, Plant and Equipment, Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:to="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl" xml:lang="en-US" id="id_7258021_1792040_1_1">Property, Plant and Equipment, Useful Life</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl" xml:lang="en-US" id="id_7258021_1792040_2_1">Property and equipment, estimated useful lives</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:to="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ProvisionForLoanAndLeaseLosses" xlink:label="us-gaap_ProvisionForLoanAndLeaseLosses"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProvisionForLoanAndLeaseLosses_lbl" xml:lang="en-US" id="id_7258021_1790976_1_1">Provision for Loan and Lease Losses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProvisionForLoanAndLeaseLosses_lbl" xml:lang="en-US" id="id_7258021_1790976_2_1">Provisions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProvisionForLoanAndLeaseLosses" xlink:to="us-gaap_ProvisionForLoanAndLeaseLosses_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts" xlink:label="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts_lbl" xml:lang="en-US" id="id_7258021_1851306_3_1">Provision for Loan and Lease Losses, Net Of Recovery Of Bad Debts</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts_lbl" xml:lang="en-US" id="id_7258021_1851306_1_1">Provision for Loan and Lease Losses, Net Of Recovery Of Bad Debts</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts_lbl" xml:lang="en-US" id="id_7258021_1851306_2_1">Provision for loan losses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts" xlink:to="noah_ProvisionForLoanAndLeaseLossesNetOfRecoveryOfBadDebts_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_RangeAxis_lbl" xml:lang="en-US" id="id_7258021_1791038_1_1">Range [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_RangeAxis_lbl" xml:lang="en-US" id="id_7258021_1791038_2_1">Range [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_RangeAxis" xlink:to="srt_RangeAxis_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_RangeMember_lbl" xml:lang="en-US" id="id_7258021_1790882_1_1">Range [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_RangeMember_lbl" xml:lang="en-US" id="id_7258021_1790882_2_1">Range [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_RangeMember" xlink:to="srt_RangeMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RealEstateFundsMember" xlink:label="us-gaap_RealEstateFundsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RealEstateFundsMember_lbl" xml:lang="en-US" id="id_7258021_1791051_1_1">Real Estate Funds [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RealEstateFundsMember_lbl" xml:lang="en-US" id="id_7258021_1791051_2_1">Real Estate Funds</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RealEstateFundsMember" xlink:to="us-gaap_RealEstateFundsMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivablesAbstract_lbl" xml:lang="en-US" id="id_7258021_1789840_1_1">Receivables [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivablesAbstract_lbl" xml:lang="en-US" id="id_7258021_1789840_2_1">Receivables [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivablesAbstract" xlink:to="us-gaap_ReceivablesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ReceivablesBillingStatusDomain" xlink:label="us-gaap_ReceivablesBillingStatusDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivablesBillingStatusDomain_lbl" xml:lang="en-US" id="id_7258021_1791074_1_1">Receivables Billing Status [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivablesBillingStatusDomain_lbl" xml:lang="en-US" id="id_7258021_1791074_2_1">Receivables Billing Status [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivablesBillingStatusDomain" xlink:to="us-gaap_ReceivablesBillingStatusDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ReceivablesFromFinancialLeasingService" xlink:label="noah_ReceivablesFromFinancialLeasingService"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ReceivablesFromFinancialLeasingService_lbl" xml:lang="en-US" id="id_7258021_2004107_3_1">Receivables from financial leasing service.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ReceivablesFromFinancialLeasingService_lbl" xml:lang="en-US" id="id_7258021_2004107_1_1">Receivables From Financial Leasing Service</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ReceivablesFromFinancialLeasingService_lbl" xml:lang="en-US" id="id_7258021_2004107_2_1">Receivables from financial leasing service</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ReceivablesFromFinancialLeasingService" xlink:to="noah_ReceivablesFromFinancialLeasingService_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ReceivablesPolicyTextBlock" xlink:label="us-gaap_ReceivablesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivablesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792136_1_1">Receivables, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivablesPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792136_2_1">Loan Receivables, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivablesPolicyTextBlock" xlink:to="us-gaap_ReceivablesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ReceivableTypeDomain" xlink:label="us-gaap_ReceivableTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivableTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1791083_1_1">Receivable [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivableTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1791083_2_1">Receivable [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivableTypeDomain" xlink:to="us-gaap_ReceivableTypeDomain_lbl"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RecurringServiceFeesMember" xlink:label="noah_RecurringServiceFeesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RecurringServiceFeesMember_lbl" xml:lang="en-US" id="id_7258021_1931343_3_1">Recurring Service Fees [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RecurringServiceFeesMember_lbl" xml:lang="en-US" id="id_7258021_1931343_1_1">Recurring Service Fees [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RecurringServiceFeesMember_lbl" xml:lang="en-US" id="id_7258021_1931343_2_1">Recurring Service Fees</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RecurringServiceFeesMember" xlink:to="noah_RecurringServiceFeesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RecurringServicesFeeEarnedFromFundsSubscribedByShareholdersMember" xlink:label="noah_RecurringServicesFeeEarnedFromFundsSubscribedByShareholdersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RecurringServicesFeeEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1904335_3_1">Recurring services fee earned from funds subscribed by shareholders.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RecurringServicesFeeEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1904335_1_1">Recurring Services Fee Earned From Funds Subscribed By Shareholders [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RecurringServicesFeeEarnedFromFundsSubscribedByShareholdersMember_lbl" xml:lang="en-US" id="id_7258021_1904335_2_1">Recurring Services Fee Earned from Funds Subscribed by Shareholders</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RedeemableNoncontrollingInterestByLegalEntityTable_lbl" xml:lang="en-US" id="id_7258021_1789868_1_1">Redeemable Noncontrolling Interest, by Legal Entity [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RedeemableNoncontrollingInterestByLegalEntityTable_lbl" xml:lang="en-US" id="id_7258021_1789868_2_1">Redeemable Noncontrolling Interest, by Legal Entity [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RedeemableNoncontrollingInterestByLegalEntityTable" xlink:to="us-gaap_RedeemableNoncontrollingInterestByLegalEntityTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount" xlink:label="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount_lbl" xml:lang="en-US" id="id_7258021_1792162_1_1">Redeemable Noncontrolling Interest, Equity, Carrying Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount_lbl" xml:lang="en-US" id="id_7258021_1792162_4_1">Redeemable non-controlling interest-end of the year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount_lbl" xml:lang="en-US" id="id_7258021_1792162_5_1">Redeemable non-controlling interest - Beginning of the year</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount" xlink:to="us-gaap_RedeemableNoncontrollingInterestEquityCarryingAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RedeemableNoncontrollingInterestLineItems" xlink:label="us-gaap_RedeemableNoncontrollingInterestLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RedeemableNoncontrollingInterestLineItems_lbl" xml:lang="en-US" id="id_7258021_1791609_1_1">Redeemable Noncontrolling Interest [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RedeemableNoncontrollingInterestLineItems_lbl" xml:lang="en-US" id="id_7258021_1791609_2_1">Redeemable Noncontrolling Interest [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RedeemableNoncontrollingInterestLineItems" xlink:to="us-gaap_RedeemableNoncontrollingInterestLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RedeemableNoncontrollingInterestTableTextBlock" xlink:label="us-gaap_RedeemableNoncontrollingInterestTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RedeemableNoncontrollingInterestTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791104_1_1">Redeemable Noncontrolling Interest [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RedeemableNoncontrollingInterestTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791104_2_1">Summary of Redeemable Noncontrolling Interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RedeemableNoncontrollingInterestTableTextBlock" xlink:to="us-gaap_RedeemableNoncontrollingInterestTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ReducedVatRate" xlink:label="noah_ReducedVatRate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ReducedVatRate_lbl" xml:lang="en-US" id="id_7258021_2004103_3_1">Reduced vat rate.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ReducedVatRate_lbl" xml:lang="en-US" id="id_7258021_2004103_1_1">Reduced Vat Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ReducedVatRate_lbl" xml:lang="en-US" id="id_7258021_2004103_2_1">VAT rate reduced (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ReducedVatRate" xlink:to="noah_ReducedVatRate_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ReducedVatRateOne" xlink:label="noah_ReducedVatRateOne"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ReducedVatRateOne_lbl" xml:lang="en-US" id="id_7258021_2004104_3_1">Reduced vat rate one.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ReducedVatRateOne_lbl" xml:lang="en-US" id="id_7258021_2004104_1_1">Reduced Vat Rate One</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ReducedVatRateOne_lbl" xml:lang="en-US" id="id_7258021_2004104_2_1">VAT rate reduced (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ReducedVatRateOne" xlink:to="noah_ReducedVatRateOne_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ReducedWithholdingTaxRate" xlink:label="noah_ReducedWithholdingTaxRate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004251_3_1">Reduced withholding tax rate.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004251_1_1">Reduced Withholding Tax Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ReducedWithholdingTaxRate_lbl" xml:lang="en-US" id="id_7258021_2004251_2_1">Reduced withholding tax rate, if the foreign investor owns directly at least 25% of the shares of the FIE</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ReducedWithholdingTaxRate" xlink:to="noah_ReducedWithholdingTaxRate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyDomain" xlink:label="us-gaap_RelatedPartyDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyDomain_lbl" xml:lang="en-US" id="id_7258021_1791644_1_1">Related Party [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyDomain_lbl" xml:lang="en-US" id="id_7258021_1791644_2_1">Related Party [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyDomain" xlink:to="us-gaap_RelatedPartyDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RelatedPartyMember" xlink:label="noah_RelatedPartyMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RelatedPartyMember_lbl" xml:lang="en-US" id="id_7258021_1900030_3_1">Related Party [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RelatedPartyMember_lbl" xml:lang="en-US" id="id_7258021_1900030_1_1">Related Party [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RelatedPartyMember_lbl" xml:lang="en-US" id="id_7258021_1900030_2_1">Related Parties</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RelatedPartyMember" xlink:to="noah_RelatedPartyMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyTransactionLineItems" xlink:label="us-gaap_RelatedPartyTransactionLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionLineItems_lbl" xml:lang="en-US" id="id_7258021_1790550_1_1">Related Party Transaction [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyTransactionLineItems_lbl" xml:lang="en-US" id="id_7258021_1790550_2_1">Related Party Transaction [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionLineItems" xlink:to="us-gaap_RelatedPartyTransactionLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyTransactionRate" xlink:label="us-gaap_RelatedPartyTransactionRate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionRate_lbl" xml:lang="en-US" id="id_7258021_1792208_1_1">Related Party Transaction, Rate</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyTransactionRate_lbl" xml:lang="en-US" id="id_7258021_1792208_2_1">Compound annual interest rate</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionRate" xlink:to="us-gaap_RelatedPartyTransactionRate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyTransactionsAbstract" xlink:label="us-gaap_RelatedPartyTransactionsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsAbstract_lbl" xml:lang="en-US" id="id_7258021_1792209_1_1">Related Party Transactions [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyTransactionsAbstract_lbl" xml:lang="en-US" id="id_7258021_1792209_2_1">Related Party Transactions [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsAbstract" xlink:to="us-gaap_RelatedPartyTransactionsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:label="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_lbl" xml:lang="en-US" id="id_7258021_1791654_1_1">Related Party [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_lbl" xml:lang="en-US" id="id_7258021_1791654_2_1">Related Party [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:to="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RelatedPartyTransactionsDisclosureTextBlock" xlink:label="us-gaap_RelatedPartyTransactionsDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791149_1_1">Related Party Transactions Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RelatedPartyTransactionsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791149_2_1">Related Party Transactions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsDisclosureTextBlock" xlink:to="us-gaap_RelatedPartyTransactionsDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities" xlink:label="us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities_lbl" xml:lang="en-US" id="id_7258021_1791666_1_1">Repayments of Mandatory Redeemable Capital Securities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities_lbl" xml:lang="en-US" id="id_7258021_1791666_14_1">Decrease in Mezzanine Equity - Redeemable non-controlling Interest of a Subsidiary</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities" xlink:to="us-gaap_RepaymentsOfMandatoryRedeemableCapitalSecurities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_RepurchaseAgreementCounterpartyNameDomain" xlink:label="srt_RepurchaseAgreementCounterpartyNameDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_RepurchaseAgreementCounterpartyNameDomain_lbl" xml:lang="en-US" id="id_7258021_1791674_1_1">Counterparty Name [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_RepurchaseAgreementCounterpartyNameDomain_lbl" xml:lang="en-US" id="id_7258021_1791674_2_1">Counterparty Name [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_RepurchaseAgreementCounterpartyNameDomain" xlink:to="srt_RepurchaseAgreementCounterpartyNameDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve" xlink:label="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve_lbl" xml:lang="en-US" id="id_7258021_1988515_3_1">Required Percentage of Entitys After Tax Profits to Allocate to Statutory Common Reserve</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve_lbl" xml:lang="en-US" id="id_7258021_1988515_1_1">Required Percentage of Entitys After Tax Profits to Allocate to Statutory Common Reserve</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve_lbl" xml:lang="en-US" id="id_7258021_1988515_2_1">Profit after taxation transferred to general reserve fund</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve" xlink:to="noah_RequiredPercentageOfEntitysAfterTaxProfitsToAllocateToStatutoryCommonReserve_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RestrictedAssetsDisclosureTextBlock" xlink:label="us-gaap_RestrictedAssetsDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RestrictedAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791844_1_1">Restricted Assets Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RestrictedAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791844_2_1">Restricted Assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RestrictedAssetsDisclosureTextBlock" xlink:to="us-gaap_RestrictedAssetsDisclosureTextBlock_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RestrictedCashAndCashEquivalentsAtCarryingValue_lbl" xml:lang="en-US" id="id_7258021_1792906_1_1">Restricted Cash and Cash Equivalents, Current</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RetainedEarningsMember_lbl" xml:lang="en-US" id="id_7258021_1791757_1_1">Retained Earnings [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RetainedEarningsMember_lbl" xml:lang="en-US" id="id_7258021_1791757_2_1">Retained Earnings</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791919_1_1">Revenue from Contract with Customer, Excluding Assessed Tax</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791919_2_1">Net revenues</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791919_6_1">Net revenues</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:to="us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax" xlink:label="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791920_1_1">Revenue from Contract with Customer, Including Assessed Tax</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791920_2_1">Total revenues</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791920_6_1">Total revenues</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax_lbl" xml:lang="en-US" id="id_7258021_1791920_12_1">Total revenues</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax" xlink:to="us-gaap_RevenueFromContractWithCustomerIncludingAssessedTax_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems_lbl" xml:lang="en-US" id="id_7258021_1803167_3_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems_lbl" xml:lang="en-US" id="id_7258021_1803167_1_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems_lbl" xml:lang="en-US" id="id_7258021_1803167_2_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems" xlink:to="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable_lbl" xml:lang="en-US" id="id_7258021_1894018_3_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable_lbl" xml:lang="en-US" id="id_7258021_1894018_1_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable_lbl" xml:lang="en-US" id="id_7258021_1894018_2_1">Revenue From External Customers Attributed To Foreign Countries By Geographic Area [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable" xlink:to="noah_RevenueFromExternalCustomersAttributedToForeignCountriesByGeographicAreaTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock" xlink:label="us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790654_1_1">Revenue from External Customers by Geographic Areas [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790654_2_1">Revenue from External Customers by Geographic Areas</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock" xlink:to="us-gaap_RevenueFromExternalCustomersByGeographicAreasTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenueFromRelatedParties" xlink:label="us-gaap_RevenueFromRelatedParties"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenueFromRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1791923_1_1">Revenue from Related Parties</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueFromRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1791923_2_1">Related party revenues</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_RevenueFromRelatedParties_lbl" xml:lang="en-US" id="id_7258021_1791923_12_1">Revenues from funds Gopher manages</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenueRecognitionPolicyTextBlock" xlink:label="us-gaap_RevenueRecognitionPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenueRecognitionPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790672_1_1">Revenue Recognition, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueRecognitionPolicyTextBlock_lbl" xml:lang="en-US" id="id_7258021_1790672_2_1">Revenue Recognition</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenueRecognitionPolicyTextBlock" xlink:to="us-gaap_RevenueRecognitionPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_Revenues" xlink:label="us-gaap_Revenues"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Revenues_lbl" xml:lang="en-US" id="id_7258021_1791950_1_1">Revenues</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_Revenues_lbl" xml:lang="en-US" id="id_7258021_1791950_2_1">Revenues from others</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_Revenues_lbl" xml:lang="en-US" id="id_7258021_1791950_12_1">Total revenues from others</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Revenues" xlink:to="us-gaap_Revenues_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenuesAbstract" xlink:label="us-gaap_RevenuesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenuesAbstract_lbl" xml:lang="en-US" id="id_7258021_1790684_1_1">Revenues [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenuesAbstract_lbl" xml:lang="en-US" id="id_7258021_1790684_2_1">Revenue:</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_RevenuesAbstract_lbl" xml:lang="en-US" id="id_7258021_1790684_12_1">Revenues:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenuesAbstract" xlink:to="us-gaap_RevenuesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RevenuesExcludingInterestAndDividends" xlink:label="us-gaap_RevenuesExcludingInterestAndDividends"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RevenuesExcludingInterestAndDividends_lbl" xml:lang="en-US" id="id_7258021_1790685_1_1">Revenues, Excluding Interest and Dividends</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenuesExcludingInterestAndDividends_lbl" xml:lang="en-US" id="id_7258021_1790685_2_1">Total revenues from funds Gopher manages</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenuesExcludingInterestAndDividends" xlink:to="us-gaap_RevenuesExcludingInterestAndDividends_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RevenuesFromFundsGopherManagesMember" xlink:label="noah_RevenuesFromFundsGopherManagesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RevenuesFromFundsGopherManagesMember_lbl" xml:lang="en-US" id="id_7258021_2003680_3_1">Revenues from Funds Gopher Manages [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RevenuesFromFundsGopherManagesMember_lbl" xml:lang="en-US" id="id_7258021_2003680_1_1">Revenues from Funds Gopher Manages [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RevenuesFromFundsGopherManagesMember_lbl" xml:lang="en-US" id="id_7258021_2003680_2_1">Revenues from Funds Gopher Manages</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RevenuesFromFundsGopherManagesMember" xlink:to="noah_RevenuesFromFundsGopherManagesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RevenuesFromOthersMember" xlink:label="noah_RevenuesFromOthersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RevenuesFromOthersMember_lbl" xml:lang="en-US" id="id_7258021_2003679_3_1">Revenues from Others [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RevenuesFromOthersMember_lbl" xml:lang="en-US" id="id_7258021_2003679_1_1">Revenues from Others [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RevenuesFromOthersMember_lbl" xml:lang="en-US" id="id_7258021_2003679_2_1">Revenues from Others [Member]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RevenuesFromOthersMember" xlink:to="noah_RevenuesFromOthersMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability" xlink:label="us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability_lbl" xml:lang="en-US" id="id_7258021_1792479_1_1">Right-of-Use Asset Obtained in Exchange for Finance Lease Liability</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability_lbl" xml:lang="en-US" id="id_7258021_1792479_2_1">Right of use asset and lease liability</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability" xlink:to="us-gaap_RightOfUseAssetObtainedInExchangeForFinanceLeaseLiability_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_RongyaoInsuranceBrokerMember" xlink:label="noah_RongyaoInsuranceBrokerMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_RongyaoInsuranceBrokerMember_lbl" xml:lang="en-US" id="id_7258021_1936117_3_1">Rongyao insurance broker.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_RongyaoInsuranceBrokerMember_lbl" xml:lang="en-US" id="id_7258021_1936117_1_1">Rongyao Insurance Broker [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_RongyaoInsuranceBrokerMember_lbl" xml:lang="en-US" id="id_7258021_1936117_2_1">Rongyao Insurance Broker</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_RongyaoInsuranceBrokerMember" xlink:to="noah_RongyaoInsuranceBrokerMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_SalariesWagesAndOfficersCompensation" xlink:label="us-gaap_SalariesWagesAndOfficersCompensation"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SalariesWagesAndOfficersCompensation_lbl" xml:lang="en-US" id="id_7258021_1793021_1_1">Salary and Wage, Excluding Cost of Good and Service Sold</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_SalariesWagesAndOfficersCompensation_lbl" xml:lang="en-US" id="id_7258021_1793021_14_1">Performance Fee Compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SalariesWagesAndOfficersCompensation" xlink:to="us-gaap_SalariesWagesAndOfficersCompensation_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_SalesRevenueNetMember" xlink:label="us-gaap_SalesRevenueNetMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SalesRevenueNetMember_lbl" xml:lang="en-US" id="id_7258021_1790712_1_1">Sales Revenue, Net [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SalesRevenueNetMember_lbl" xml:lang="en-US" id="id_7258021_1790712_2_1">Net Revenue</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScenarioForecastMember" xlink:label="us-gaap_ScenarioForecastMember"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ScenarioOneMember_lbl" xml:lang="en-US" id="id_7258021_1939351_3_1">Scenario 1 [Member]</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ScenarioThreeMember" xlink:label="noah_ScenarioThreeMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ScenarioThreeMember_lbl" xml:lang="en-US" id="id_7258021_1944905_3_1">Scenario 3 [Member]</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ScenarioTwoMember" xlink:label="noah_ScenarioTwoMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ScenarioTwoMember_lbl" xml:lang="en-US" id="id_7258021_1923452_3_1">Scenario 2 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ScenarioTwoMember_lbl" xml:lang="en-US" id="id_7258021_1923452_1_1">Scenario 2 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ScenarioTwoMember_lbl" xml:lang="en-US" id="id_7258021_1923452_2_1">If underpayment of tax liability exceeding RMB0.1 million</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScenarioUnspecifiedDomain" xlink:label="us-gaap_ScenarioUnspecifiedDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScenarioUnspecifiedDomain_lbl" xml:lang="en-US" id="id_7258021_1790724_1_1">Scenario, Unspecified [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScenarioUnspecifiedDomain_lbl" xml:lang="en-US" id="id_7258021_1790724_2_1">Scenario, Unspecified [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScenarioUnspecifiedDomain" xlink:to="us-gaap_ScenarioUnspecifiedDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable_lbl" xml:lang="en-US" id="id_7258021_1792533_1_1">Schedule of Accounts, Notes, Loans and Financing Receivable [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable_lbl" xml:lang="en-US" id="id_7258021_1792533_2_1">Schedule of Accounts, Notes, Loans and Financing Receivable [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable" xlink:to="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792015_1_1">Schedule of Accounts, Notes, Loans and Financing Receivable [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792015_2_1">Loans Receivable, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock" xlink:to="us-gaap_ScheduleOfAccountsNotesLoansAndFinancingReceivableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:label="us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792016_1_1">Schedule of Accrued Liabilities [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792016_2_1">Other Current Liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:to="us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable_lbl" xml:lang="en-US" id="id_7258021_1793065_1_1">Schedule of Antidilutive Securities Excluded from Computation of Earnings Per Share [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable_lbl" xml:lang="en-US" id="id_7258021_1793065_2_1">Schedule of Antidilutive Securities Excluded from Computation of Earnings Per Share [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable" xlink:to="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792539_1_1">Schedule of Antidilutive Securities Excluded from Computation of Earnings Per Share [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792539_2_1">Antidilutive Securities Excluded from Computation of Earning per Share</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock" xlink:to="us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable" xlink:label="us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable_lbl" xml:lang="en-US" id="id_7258021_1792550_1_1">Schedule of Collaborative Arrangements and Non-collaborative Arrangement Transactions [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable_lbl" xml:lang="en-US" id="id_7258021_1792550_2_1">Schedule of Collaborative Arrangements and Non-collaborative Arrangement Transactions [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable" xlink:to="us-gaap_ScheduleOfCollaborativeArrangementsAndNoncollaborativeArrangementTransactionsTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock" xlink:label="us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793081_1_1">Schedule of Compensation Cost for Share-based Payment Arrangements, Allocation of Share-based Compensation Costs by Plan [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793081_2_1">Share Based Compensation Expense by Type of Award</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock" xlink:to="us-gaap_ScheduleOfCompensationCostForShareBasedPaymentArrangementsAllocationOfShareBasedCompensationCostsByPlanTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:label="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792552_1_1">Schedule of Components of Income Tax Expense (Benefit) [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792552_2_1">Tax Expense (Benefit)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:to="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_ScheduleOfCondensedFinancialStatementsTable" xlink:label="srt_ScheduleOfCondensedFinancialStatementsTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ScheduleOfCondensedFinancialStatementsTable_lbl" xml:lang="en-US" id="id_7258021_1792698_1_1">Condensed Financial Statements [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_ScheduleOfCondensedFinancialStatementsTable_lbl" xml:lang="en-US" id="id_7258021_1792698_2_1">Condensed Financial Statements [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ScheduleOfCondensedFinancialStatementsTable" xlink:to="srt_ScheduleOfCondensedFinancialStatementsTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock" xlink:label="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791391_1_1">Schedule of Deferred Tax Assets and Liabilities [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791391_2_1">Principal Components of Deferred Income Tax Asset and Liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock" xlink:to="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock" xlink:label="us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791400_1_1">Schedule of Earnings Per Share, Basic and Diluted [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1791400_2_1">Computation of Basic and Diluted Net Income per Share Attributable to Ordinary Shareholders</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock" xlink:to="us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock" xlink:label="us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793095_1_1">Schedule of Effective Income Tax Rate Reconciliation [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793095_2_1">Reconciliation Between Statutory Tax Rate to Income Before Income Taxes and Actual Provision for Income Taxes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock" xlink:to="us-gaap_ScheduleOfEffectiveIncomeTaxRateReconciliationTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/srt/2018/elts/srt-2018-01-31.xsd#srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis" xlink:label="srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis_lbl" xml:lang="en-US" id="id_7258021_1791403_1_1">Investment, Name [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis_lbl" xml:lang="en-US" id="id_7258021_1791403_2_1">Investment, Name [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis" xlink:to="srt_ScheduleOfEquityMethodInvestmentEquityMethodInvesteeNameAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock" xlink:label="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792566_1_1">Schedule of Fair Value, Assets and Liabilities Measured on Recurring Basis [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock_lbl" xml:lang="en-US" id="id_7258021_1792566_2_1">Fair Value Measurements of Company's Assets and Liabilities that Measured at Fair Value on A Recurring Basis</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock" xlink:to="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable" xlink:label="us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable_lbl" xml:lang="en-US" id="id_7258021_1792722_1_1">Schedule of Financing Receivable, Allowance for Credit Losses [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable_lbl" xml:lang="en-US" id="id_7258021_1792722_2_1">Schedule of Financing Receivable, Allowance for Credit Losses [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable" xlink:to="us-gaap_ScheduleOfFinancingReceivableAllowanceForCreditLossesTable_lbl"/>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SegmentReportingRevenueReconcilingItemLineItems" xlink:to="us-gaap_SegmentReportingRevenueReconcilingItemLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_SellingExpense" xlink:label="us-gaap_SellingExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SellingExpense_lbl" xml:lang="en-US" id="id_7258021_1792840_1_1">Selling Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SellingExpense_lbl" xml:lang="en-US" id="id_7258021_1792840_2_1">Selling expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_SellingExpense_lbl" xml:lang="en-US" id="id_7258021_1792840_14_1">Selling expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SellingExpense" xlink:to="us-gaap_SellingExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember" xlink:label="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1897314_3_1">Sequoia Capital Investment Management Tianjin Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1897314_1_1">Sequoia Capital Investment Management Tianjin Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1897314_2_1">Sequoia Capital Investment Management Tianjin Company Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember" xlink:to="noah_SequoiaCapitalInvestmentManagementTianjinCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ServiceFeesAsPercentageOfTotalAnnualRevenue" xlink:label="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue_lbl" xml:lang="en-US" id="id_7258021_1985896_3_1">Service Fees As Percentage Of Total Annual Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue_lbl" xml:lang="en-US" id="id_7258021_1985896_1_1">Service Fees As Percentage Of Total Annual Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue_lbl" xml:lang="en-US" id="id_7258021_1985896_2_1">Other service fees as percentage of total net revenue</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue" xlink:to="noah_ServiceFeesAsPercentageOfTotalAnnualRevenue_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiGopherAssetManagementCoLtdMember" xlink:label="noah_ShanghaiGopherAssetManagementCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiGopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1916207_3_1">Shanghai Gopher Asset Management Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiGopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1916207_1_1">Shanghai Gopher Asset Management Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiGopherAssetManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1916207_2_1">Shanghai Gopher Asset Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiGopherAssetManagementCoLtdMember" xlink:to="noah_ShanghaiGopherAssetManagementCoLtdMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember" xlink:label="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936101_3_1">Shanghai Nifei Enterprise Management Company Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936101_1_1">Shanghai Nifei Enterprise Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936101_2_1">Shanghai Nifei Enterprise Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember" xlink:to="noah_ShanghaiNifeiEnterpriseManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember" xlink:label="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1959414_3_1">Shanghai Noah Chuangying Enterprise Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1959414_1_1">Shanghai Noah Chuangying Enterprise Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1959414_2_1">Shanghai Noah Chuangying Enterprise Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember" xlink:to="noah_ShanghaiNoahChuangyingEnterpriseManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahFinancialServicesCompanyLimitedMember" xlink:label="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1942504_3_1">Shanghai Noah Financial Services Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1942504_1_1">Shanghai Noah Financial Services Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1942504_2_1">Shanghai Noah Financial Services Corp.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember" xlink:to="noah_ShanghaiNoahFinancialServicesCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember" xlink:label="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936102_3_1">Shanghai Noah Investment Group Company Limited.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936102_1_1">Shanghai Noah Investment Group Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1936102_2_1">Shanghai Noah Investment (Group) Co., Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember" xlink:to="noah_ShanghaiNoahInvestmentGroupCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahInvestmentManagementCoLtdMember" xlink:label="noah_ShanghaiNoahInvestmentManagementCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahInvestmentManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1902977_3_1">Shanghai Noah Investment Management Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahInvestmentManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1902977_1_1">Shanghai Noah Investment Management Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahInvestmentManagementCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1902977_2_1">Shanghai Noah Investment Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahInvestmentManagementCoLtdMember" xlink:to="noah_ShanghaiNoahInvestmentManagementCoLtdMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1936252_3_1">Shanghai Noah Rongyao Insurance Broker Co Ltd.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1936252_1_1">Shanghai Noah Rongyao Insurance Broker Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1936252_2_1">Shanghai Noah Rongyao Insurance Broker Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember" xlink:to="noah_ShanghaiNoahRongyaoInsuranceBrokerCoLtdMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1903396_3_1">Shanghai Noah Rongyao Insurance Broker Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1903396_1_1">Shanghai Noah Rongyao Insurance Broker Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1903396_2_1">Shanghai Noah Rongyao Insurance Broker Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember" xlink:to="noah_ShanghaiNoahRongyaoInsuranceBrokerCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember" xlink:label="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1932005_3_1">Shanghai Noah Yijie Finance Technology Co Ltd</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1932005_1_1">Shanghai Noah Yijie Finance Technology Co Ltd [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_1932005_2_1">Shanghai Noah Yijie Finance Technology Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember" xlink:to="noah_ShanghaiNoahYijieFinanceTechnologyCoLtdMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiQinjieInvestmentMember" xlink:label="noah_ShanghaiQinjieInvestmentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiQinjieInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_1940110_3_1">Shanghai Qinjie Investment.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiQinjieInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_1940110_1_1">Shanghai Qinjie Investment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiQinjieInvestmentMember_lbl" xml:lang="en-US" id="id_7258021_1940110_2_1">Shanghai Qinjie Investment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiQinjieInvestmentMember" xlink:to="noah_ShanghaiQinjieInvestmentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember" xlink:label="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1944986_3_1">Shanghai Rongyao Information Technology Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1944986_1_1">Shanghai Rongyao Information Technology Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1944986_2_1">Shanghai Rongyao Information Technology Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember" xlink:to="noah_ShanghaiRongyaoInformationTechnologyCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember" xlink:label="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1927430_3_1">Shanghai Weiying Gopher Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1927430_1_1">Shanghai Weiying Gopher Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1927430_2_1">Shanghai Weiying Gopher Investment Management Co., Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember" xlink:to="noah_ShanghaiWeiyingGopherInvestmentManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensation" xlink:label="us-gaap_ShareBasedCompensation"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_7258021_1793925_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Forfeitures, Weighted Average Grant Date Fair Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_lbl" xml:lang="en-US" id="id_7258021_1792893_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Grants in Period</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_7258021_1793927_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Grants in Period, Weighted Average Grant Date Fair Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber_lbl" xml:lang="en-US" id="id_7258021_1792894_5_1">Beginning Balance</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_lbl" xml:lang="en-US" id="id_7258021_1791569_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Nonvested, Number of Shares [Roll Forward]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValueRollForward_lbl" xml:lang="en-US" id="id_7258021_1793929_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Nonvested, Weighted Average Grant Date Fair Value [Abstract]</label>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsAggregateIntrinsicValueAbstract" xlink:label="noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsAggregateIntrinsicValueAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsAggregateIntrinsicValueAbstract_lbl" xml:lang="en-US" id="id_7258021_1808950_3_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Aggregate Intrinsic Value [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableIntrinsicValue1_lbl" xml:lang="en-US" id="id_7258021_1793413_2_1">Exercisable as of December 31, 2018</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl" xml:lang="en-US" id="id_7258021_1793937_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Exercisable, Number</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl" xml:lang="en-US" id="id_7258021_1793937_2_1">Exercisable as of December 31, 2018</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1793938_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Exercisable, Weighted Average Exercise Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1793938_2_1">Exercisable as of December 31, 2018</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresInPeriod_lbl" xml:lang="en-US" id="id_7258021_1791584_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Forfeitures in Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresInPeriod_lbl" xml:lang="en-US" id="id_7258021_1791584_14_1">Forfeited</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl" xml:lang="en-US" id="id_7258021_1793574_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Grants in Period, Net of Forfeitures</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl" xml:lang="en-US" id="id_7258021_1793574_2_1">Granted</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_7258021_1791585_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Grants in Period, Weighted Average Grant Date Fair Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingIntrinsicValue_lbl" xml:lang="en-US" id="id_7258021_1793581_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Intrinsic Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl" xml:lang="en-US" id="id_7258021_1793944_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Number</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingRollForward_lbl" xml:lang="en-US" id="id_7258021_1793421_2_1">Number of options</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_lbl" xml:lang="en-US" id="id_7258021_1793423_2_1">Outstanding as of January 1, 2018</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsWeightedAverageExercisePriceAbstract_lbl" xml:lang="en-US" id="id_7258021_1800516_3_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Weighted Average Exercise Price [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsWeightedAverageRemainingContractualTermAbstract_lbl" xml:lang="en-US" id="id_7258021_1802347_3_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Weighted Average Remaining Contractual Term [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsWeightedAverageRemainingContractualTermAbstract_lbl" xml:lang="en-US" id="id_7258021_1802347_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Options, Weighted Average Remaining Contractual Term [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPercentageOfOutstandingStockMaximum_lbl" xml:lang="en-US" id="id_7258021_1793430_2_1">Maximum number of shares that may be issued as a percentage of outstanding stock</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPercentageOfOutstandingStockMaximum" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPercentageOfOutstandingStockMaximum_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost_lbl" xml:lang="en-US" id="id_7258021_1793585_1_1">Share-based Compensation Arrangement by Share-based Payment Award, Plan Modification, Incremental Compensation Cost</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost_lbl" xml:lang="en-US" id="id_7258021_1793585_2_1">Incremental compensation cost related to plan modified</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardPlanModificationIncrementalCompensationCost_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain_lbl" xml:lang="en-US" id="id_7258021_1793435_1_1">Equity Award [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain_lbl" xml:lang="en-US" id="id_7258021_1793435_2_1">Equity Award [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1793436_1_1">Share-based Compensation Arrangements by Share-based Payment Award, Options, Exercises in Period, Weighted Average Exercise Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1793436_2_1">Exercised</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1792245_1_1">Share-based Compensation Arrangements by Share-based Payment Award, Options, Forfeitures in Period, Weighted Average Exercise Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1792245_2_1">Forfeited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1792246_1_1">Share-based Compensation Arrangements by Share-based Payment Award, Options, Grants in Period, Weighted Average Exercise Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl" xml:lang="en-US" id="id_7258021_1792246_2_1">Granted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy" xlink:label="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy_lbl" xml:lang="en-US" id="id_7258021_1792248_1_1">Share-based Compensation, Option and Incentive Plans Policy [Policy Text Block]</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy" xlink:to="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy_lbl"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_ShortTermInvestments" xlink:label="us-gaap_ShortTermInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShortTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1793993_1_1">Short-term Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShortTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1793993_2_1">Short-term investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_ShortTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1793993_6_1">Total short-term investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShortTermInvestments_lbl" xml:lang="en-US" id="id_7258021_1793993_12_1">Short-term investments (including short-term investments measured at fair value of RMB95,345 and RMB438,077 as of December 31, 2017 and 2018, respectively)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShortTermInvestmentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1793626_2_1">Short-term investment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShortTermInvestmentsAbstract_lbl" xml:lang="en-US" id="id_7258021_1793626_12_1">Short-term investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShortTermInvestmentsAbstract" xlink:to="us-gaap_ShortTermInvestmentsAbstract_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ShortTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_2003656_1_1">Short Term Investments of Consolidated Funds</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ShortTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_2003656_2_1">Investments held by consolidated investment fund</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="noah_ShortTermInvestmentsOfConsolidatedFunds_lbl" xml:lang="en-US" id="id_7258021_2003656_12_1">Total Investments held by consolidated investment funds</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_SignificantAccountingPoliciesLineItems_lbl" xml:lang="en-US" id="id_7258021_1800473_1_1">Significant Accounting Policies [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_SignificantAccountingPoliciesLineItems_lbl" xml:lang="en-US" id="id_7258021_1800473_2_1">Significant Accounting Policies [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_SignificantAccountingPoliciesLineItems" xlink:to="noah_SignificantAccountingPoliciesLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_SignificantAccountingPoliciesTable_lbl" xml:lang="en-US" id="id_7258021_1892686_1_1">Significant Accounting Policies [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_SignificantAccountingPoliciesTable_lbl" xml:lang="en-US" id="id_7258021_1892686_2_1">Significant Accounting Policies [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_SignificantAccountingPoliciesTable" xlink:to="noah_SignificantAccountingPoliciesTable_lbl"/>
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    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_StockIncentivePlanTwentyTenMember" xlink:label="noah_StockIncentivePlanTwentyTenMember"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SubsequentEventTypeDomain_lbl" xml:lang="en-US" id="id_7258021_1792383_2_1">Subsequent Event Type [Domain]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockRetiredCostMethodAmount_lbl" xml:lang="en-US" id="id_7258021_1794398_2_1">Treasury shares canceled, value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_TreasuryStockRetiredCostMethodAmount_lbl" xml:lang="en-US" id="id_7258021_1794398_14_1">Retirement of treasury stock, Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockRetiredCostMethodAmount" xlink:to="us-gaap_TreasuryStockRetiredCostMethodAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockShares" xlink:label="us-gaap_TreasuryStockShares"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockShares_lbl" xml:lang="en-US" id="id_7258021_1794399_1_1">Treasury Stock, Shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockShares_lbl" xml:lang="en-US" id="id_7258021_1794399_2_1">Ordinary shares, treasury stock</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockShares" xlink:to="us-gaap_TreasuryStockShares_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockSharesAcquired" xlink:label="us-gaap_TreasuryStockSharesAcquired"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockSharesAcquired_lbl" xml:lang="en-US" id="id_7258021_1793185_1_1">Treasury Stock, Shares, Acquired</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockSharesAcquired_lbl" xml:lang="en-US" id="id_7258021_1793185_2_1">Treasury stock acquired, shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_TreasuryStockSharesAcquired_lbl" xml:lang="en-US" id="id_7258021_1793185_14_1">Repurchase of ordinary shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockSharesAcquired" xlink:to="us-gaap_TreasuryStockSharesAcquired_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockSharesRetired" xlink:label="us-gaap_TreasuryStockSharesRetired"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockSharesRetired_lbl" xml:lang="en-US" id="id_7258021_1793186_1_1">Treasury Stock, Shares, Retired</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockSharesRetired_lbl" xml:lang="en-US" id="id_7258021_1793186_2_1">Treasury shares canceled</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_TreasuryStockSharesRetired_lbl" xml:lang="en-US" id="id_7258021_1793186_14_1">Retirement of treasury stock, Shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockSharesRetired" xlink:to="us-gaap_TreasuryStockSharesRetired_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockTextBlock" xlink:label="us-gaap_TreasuryStockTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793187_1_1">Treasury Stock [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockTextBlock_lbl" xml:lang="en-US" id="id_7258021_1793187_2_1">Share Repurchase</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockTextBlock" xlink:to="us-gaap_TreasuryStockTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockValue" xlink:label="us-gaap_TreasuryStockValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockValue_lbl" xml:lang="en-US" id="id_7258021_1794548_1_1">Treasury Stock, Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockValue_lbl" xml:lang="en-US" id="id_7258021_1794548_2_1">Treasury stock, value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_TreasuryStockValue_lbl" xml:lang="en-US" id="id_7258021_1794548_14_1">Treasury stock (140,479 ordinary shares as of December 31, 2017 and 2018)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockValue" xlink:to="us-gaap_TreasuryStockValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TreasuryStockValueAcquiredCostMethod" xlink:label="us-gaap_TreasuryStockValueAcquiredCostMethod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockValueAcquiredCostMethod_lbl" xml:lang="en-US" id="id_7258021_1795579_1_1">Treasury Stock, Value, Acquired, Cost Method</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockValueAcquiredCostMethod_lbl" xml:lang="en-US" id="id_7258021_1795579_2_1">Repurchase of ordinary shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_TreasuryStockValueAcquiredCostMethod_lbl" xml:lang="en-US" id="id_7258021_1795579_14_1">Repurchase of ordinary shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TreasuryStockValueAcquiredCostMethod" xlink:to="us-gaap_TreasuryStockValueAcquiredCostMethod_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_TypeOfAdoptionMember" xlink:label="us-gaap_TypeOfAdoptionMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TypeOfAdoptionMember_lbl" xml:lang="en-US" id="id_7258021_1794561_1_1">Type of Adoption [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TypeOfAdoptionMember_lbl" xml:lang="en-US" id="id_7258021_1794561_2_1">Type of Adoption [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TypeOfAdoptionMember" xlink:to="us-gaap_TypeOfAdoptionMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_UncategorizedAbstract" xlink:label="noah_UncategorizedAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_UncategorizedAbstract_lbl" xml:lang="en-US" id="id_7258021_1797780_3_1">Uncategorized [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_UncategorizedAbstract_lbl" xml:lang="en-US" id="id_7258021_1797780_1_1">Uncategorized [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_UncategorizedAbstract_lbl" xml:lang="en-US" id="id_7258021_1797780_2_1">Uncategorized [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_UncategorizedAbstract" xlink:to="noah_UncategorizedAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_UndistributedEarningsOfForeignSubsidiaries" xlink:label="us-gaap_UndistributedEarningsOfForeignSubsidiaries"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_UndistributedEarningsOfForeignSubsidiaries_lbl" xml:lang="en-US" id="id_7258021_1793229_1_1">Undistributed Earnings of Foreign Subsidiaries</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_UndistributedEarningsOfForeignSubsidiaries_lbl" xml:lang="en-US" id="id_7258021_1793229_2_1">Accumulated undistributed earnings of Group's PRC subsidiaries</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_UndistributedEarningsOfForeignSubsidiaries" xlink:to="us-gaap_UndistributedEarningsOfForeignSubsidiaries_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_UnrealizedGainLossOnInvestments" xlink:label="us-gaap_UnrealizedGainLossOnInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_UnrealizedGainLossOnInvestments_lbl" xml:lang="en-US" id="id_7258021_1794615_1_1">Unrealized Gain (Loss) on Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_UnrealizedGainLossOnInvestments_lbl" xml:lang="en-US" id="id_7258021_1794615_14_1">Fair value change of equity investments measured by fair value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_UnrealizedGainLossOnInvestments" xlink:to="us-gaap_UnrealizedGainLossOnInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease" xlink:label="us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease_lbl" xml:lang="en-US" id="id_7258021_1793245_1_1">Unrecognized Tax Benefits, Period Increase (Decrease)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease_lbl" xml:lang="en-US" id="id_7258021_1793245_2_1">Increase in unrecognized tax benefit</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease" xlink:to="us-gaap_UnrecognizedTaxBenefitsPeriodIncreaseDecrease_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_UseOfEstimates" xlink:label="us-gaap_UseOfEstimates"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_UseOfEstimates_lbl" xml:lang="en-US" id="id_7258021_1795663_1_1">Use of Estimates, Policy [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_UseOfEstimates_lbl" xml:lang="en-US" id="id_7258021_1795663_2_1">Use of Estimates</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_UseOfEstimates" xlink:to="us-gaap_UseOfEstimates_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ValueAddedTaxRateFour" xlink:label="noah_ValueAddedTaxRateFour"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ValueAddedTaxRateFour_lbl" xml:lang="en-US" id="id_7258021_2004102_3_1">Value added tax rate four.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ValueAddedTaxRateFour_lbl" xml:lang="en-US" id="id_7258021_2004102_1_1">Value Added Tax Rate Four</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ValueAddedTaxRateFour_lbl" xml:lang="en-US" id="id_7258021_2004102_2_1">VAT rate four (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ValueAddedTaxRateFour" xlink:to="noah_ValueAddedTaxRateFour_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ValueAddedTaxRateOne" xlink:label="noah_ValueAddedTaxRateOne"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ValueAddedTaxRateOne_lbl" xml:lang="en-US" id="id_7258021_1983048_3_1">VAT rate one.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ValueAddedTaxRateOne_lbl" xml:lang="en-US" id="id_7258021_1983048_1_1">Value Added Tax Rate One</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ValueAddedTaxRateOne_lbl" xml:lang="en-US" id="id_7258021_1983048_2_1">VAT rate one (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ValueAddedTaxRateOne" xlink:to="noah_ValueAddedTaxRateOne_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ValueAddedTaxRateThree" xlink:label="noah_ValueAddedTaxRateThree"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ValueAddedTaxRateThree_lbl" xml:lang="en-US" id="id_7258021_1983149_3_1">VAT rate three.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ValueAddedTaxRateThree_lbl" xml:lang="en-US" id="id_7258021_1983149_1_1">Value Added Tax Rate Three</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ValueAddedTaxRateThree_lbl" xml:lang="en-US" id="id_7258021_1983149_2_1">VAT rate three (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ValueAddedTaxRateThree" xlink:to="noah_ValueAddedTaxRateThree_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ValueAddedTaxRateTwo" xlink:label="noah_ValueAddedTaxRateTwo"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ValueAddedTaxRateTwo_lbl" xml:lang="en-US" id="id_7258021_1980762_3_1">VAT rate two.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ValueAddedTaxRateTwo_lbl" xml:lang="en-US" id="id_7258021_1980762_1_1">Value Added Tax Rate Two</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ValueAddedTaxRateTwo_lbl" xml:lang="en-US" id="id_7258021_1980762_2_1">VAT rate two (as a percent)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ValueAddedTaxRateTwo" xlink:to="noah_ValueAddedTaxRateTwo_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_ValueOfTransferredShares" xlink:label="noah_ValueOfTransferredShares"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_ValueOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_2003658_3_1">Value of transferred shares.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_ValueOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_2003658_1_1">Value Of Transferred Shares</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_ValueOfTransferredShares_lbl" xml:lang="en-US" id="id_7258021_2003658_2_1">Transfer of Class B shares to Class A shares, value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_ValueOfTransferredShares" xlink:to="noah_ValueOfTransferredShares_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis" xlink:label="us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis_lbl" xml:lang="en-US" id="id_7258021_1793300_1_1">Variable Interest Entities [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis_lbl" xml:lang="en-US" id="id_7258021_1793300_2_1">Variable Interest Entities [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis" xlink:to="us-gaap_VariableInterestEntitiesByClassificationOfEntityAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount" xlink:label="us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount_lbl" xml:lang="en-US" id="id_7258021_1794659_1_1">Variable Interest Entity, Reporting Entity Involvement, Maximum Loss Exposure, Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount_lbl" xml:lang="en-US" id="id_7258021_1794659_2_1">Maximum exposure to loss in non-consolidated VIEs</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount" xlink:to="us-gaap_VariableInterestEntityEntityMaximumLossExposureAmount_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_VariableInterestEntityLineItems" xlink:label="us-gaap_VariableInterestEntityLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VariableInterestEntityLineItems_lbl" xml:lang="en-US" id="id_7258021_1795192_1_1">Variable Interest Entity [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_VariableInterestEntityLineItems_lbl" xml:lang="en-US" id="id_7258021_1795192_2_1">Variable Interest Entity [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_VariableInterestEntityLineItems" xlink:to="us-gaap_VariableInterestEntityLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_VariableInterestEntityOwnershipPercentage" xlink:label="us-gaap_VariableInterestEntityOwnershipPercentage"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VariableInterestEntityOwnershipPercentage_lbl" xml:lang="en-US" id="id_7258021_1795195_1_1">Variable Interest Entity, Qualitative or Quantitative Information, Ownership Percentage</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_VariableInterestEntityOwnershipPercentage_lbl" xml:lang="en-US" id="id_7258021_1795195_2_1">Percentage of Ownership</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_VariableInterestEntityOwnershipPercentage" xlink:to="us-gaap_VariableInterestEntityOwnershipPercentage_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_VariableInterestEntityPrimaryBeneficiaryMember" xlink:label="us-gaap_VariableInterestEntityPrimaryBeneficiaryMember"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VestingAxis_lbl" xml:lang="en-US" id="id_7258021_1795337_1_1">Vesting [Axis]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_VestingDomain_lbl" xml:lang="en-US" id="id_7258021_1795338_1_1">Vesting [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_VestingDomain_lbl" xml:lang="en-US" id="id_7258021_1795338_2_1">Vesting [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_VestingDomain" xlink:to="us-gaap_VestingDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WanjiaWinwinAssetsManagementCompanyLimitedMember" xlink:label="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956205_3_1">Wanjia Win-Win Assets Management Company Limited</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956205_1_1">Wanjia Win-Win Assets Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1956205_2_1">Wanjia Win-Win Assets Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember" xlink:to="noah_WanjiaWinwinAssetsManagementCompanyLimitedMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WanjiaWinwinMember_lbl" xml:lang="en-US" id="id_7258021_1910010_3_1">Wanjia Win-Win.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WanjiaWinwinMember_lbl" xml:lang="en-US" id="id_7258021_1910010_1_1">Wanjia Win-win [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WanjiaWinwinMember_lbl" xml:lang="en-US" id="id_7258021_1910010_2_1">Wanjia Win-Win</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WanjiaWinwinMember" xlink:to="noah_WanjiaWinwinMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WaterwayAndHighwayTicketsMember" xlink:label="noah_WaterwayAndHighwayTicketsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WaterwayAndHighwayTicketsMember_lbl" xml:lang="en-US" id="id_7258021_2004106_3_1">Waterway and highway Tickets.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WaterwayAndHighwayTicketsMember_lbl" xml:lang="en-US" id="id_7258021_2004106_1_1">Waterway And Highway Tickets [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WaterwayAndHighwayTicketsMember_lbl" xml:lang="en-US" id="id_7258021_2004106_2_1">Waterway And Highway Tickets [Member]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WaterwayAndHighwayTicketsMember" xlink:to="noah_WaterwayAndHighwayTicketsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WealthManagementMember" xlink:label="noah_WealthManagementMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WealthManagementMember_lbl" xml:lang="en-US" id="id_7258021_1926949_3_1">Wealth Management [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WealthManagementMember_lbl" xml:lang="en-US" id="id_7258021_1926949_1_1">Wealth Management [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WealthManagementMember_lbl" xml:lang="en-US" id="id_7258021_1926949_2_1">Wealth Management</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WealthManagementMember" xlink:to="noah_WealthManagementMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WeightedAverageNumberBasicAndDilutedSharesOutstandingAbstract" xlink:label="noah_WeightedAverageNumberBasicAndDilutedSharesOutstandingAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WeightedAverageNumberBasicAndDilutedSharesOutstandingAbstract_lbl" xml:lang="en-US" id="id_7258021_1808325_3_1">Weighted Average Number Basic And Diluted, Shares Outstanding [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WeightedAverageNumberBasicAndDilutedSharesOutstandingAbstract_lbl" xml:lang="en-US" id="id_7258021_1808325_1_1">Weighted Average Number Basic And Diluted, Shares Outstanding [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WeightedAverageNumberBasicAndDilutedSharesOutstandingAbstract_lbl" xml:lang="en-US" id="id_7258021_1808325_2_1">Weighted average number of shares used in computation:</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding" xlink:label="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding_lbl" xml:lang="en-US" id="id_7258021_1795225_1_1">Weighted Average Number of Shares Outstanding, Diluted</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding_lbl" xml:lang="en-US" id="id_7258021_1795225_2_1">Diluted</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding_lbl" xml:lang="en-US" id="id_7258021_1795225_6_1">Weighted average number of Class A and Class B ordinary shares outstanding-diluted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding" xlink:to="us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2018/elts/us-gaap-2018-01-31.xsd#us-gaap_WeightedAverageNumberOfSharesOutstandingBasic" xlink:label="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic_lbl" xml:lang="en-US" id="id_7258021_1795228_1_1">Weighted Average Number of Shares Outstanding, Basic</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic_lbl" xml:lang="en-US" id="id_7258021_1795228_2_1">Basic</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic_lbl" xml:lang="en-US" id="id_7258021_1795228_12_1">Weighted average number of Class A and Class B ordinary shares outstanding-basic</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic" xlink:to="us-gaap_WeightedAverageNumberOfSharesOutstandingBasic_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract" xlink:label="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract_lbl" xml:lang="en-US" id="id_7258021_1803862_3_1">Weighted Average Number Of Shares Outstanding Basic And Diluted Proforma [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract_lbl" xml:lang="en-US" id="id_7258021_1803862_1_1">Weighted Average Number Of Shares Outstanding Basic And Diluted Proforma [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract_lbl" xml:lang="en-US" id="id_7258021_1803862_2_1">Weighted Average Number Of Shares Outstanding Basic And Diluted Proforma [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract" xlink:to="noah_WeightedAverageNumberOfSharesOutstandingBasicAndDilutedProformaAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WithholdingIncomeTaxRateOnDividends" xlink:label="noah_WithholdingIncomeTaxRateOnDividends"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WithholdingIncomeTaxRateOnDividends_lbl" xml:lang="en-US" id="id_7258021_2004250_3_1">Withholding income tax rate on dividends.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WithholdingIncomeTaxRateOnDividends_lbl" xml:lang="en-US" id="id_7258021_2004250_1_1">Withholding Income Tax Rate On Dividends</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WithholdingIncomeTaxRateOnDividends_lbl" xml:lang="en-US" id="id_7258021_2004250_2_1">Withholding tax rate on dividends distributed by a FIE</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WithholdingIncomeTaxRateOnDividends" xlink:to="noah_WithholdingIncomeTaxRateOnDividends_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WithinCreditTermLoansMember" xlink:label="noah_WithinCreditTermLoansMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WithinCreditTermLoansMember_lbl" xml:lang="en-US" id="id_7258021_1926942_3_1">Within Credit Term Loans [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WithinCreditTermLoansMember_lbl" xml:lang="en-US" id="id_7258021_1926942_1_1">Within Credit Term Loans [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WithinCreditTermLoansMember_lbl" xml:lang="en-US" id="id_7258021_1926942_2_1">Within Credit Term Loans</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WithinCreditTermLoansMember" xlink:to="noah_WithinCreditTermLoansMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WorkersCompensationInsuranceAndReservesLineItems" xlink:label="noah_WorkersCompensationInsuranceAndReservesLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WorkersCompensationInsuranceAndReservesLineItems_lbl" xml:lang="en-US" id="id_7258021_1810616_3_1">Workers' Compensation Insurance and Reserves [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WorkersCompensationInsuranceAndReservesLineItems_lbl" xml:lang="en-US" id="id_7258021_1810616_1_1">Workers' Compensation Insurance and Reserves [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WorkersCompensationInsuranceAndReservesLineItems_lbl" xml:lang="en-US" id="id_7258021_1810616_2_1">Workers' Compensation Insurance and Reserves [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WorkersCompensationInsuranceAndReservesLineItems" xlink:to="noah_WorkersCompensationInsuranceAndReservesLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WorkersCompensationInsuranceAndReservesTable" xlink:label="noah_WorkersCompensationInsuranceAndReservesTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WorkersCompensationInsuranceAndReservesTable_lbl" xml:lang="en-US" id="id_7258021_1892594_3_1">Workers' Compensation Insurance and Reserves [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WorkersCompensationInsuranceAndReservesTable_lbl" xml:lang="en-US" id="id_7258021_1892594_1_1">Workers' Compensation Insurance and Reserves [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WorkersCompensationInsuranceAndReservesTable_lbl" xml:lang="en-US" id="id_7258021_1892594_2_1">Workers' Compensation Insurance and Reserves [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WorkersCompensationInsuranceAndReservesTable" xlink:to="noah_WorkersCompensationInsuranceAndReservesTable_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WuhuBonaFilmInvestmentManagementLimitedMember" xlink:label="noah_WuhuBonaFilmInvestmentManagementLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WuhuBonaFilmInvestmentManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914710_3_1">Wuhu Bona Film Investment Management Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WuhuBonaFilmInvestmentManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914710_1_1">Wuhu Bona Film Investment Management Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WuhuBonaFilmInvestmentManagementLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914710_2_1">Wuhu Bona Film Investment Management Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WuhuBonaFilmInvestmentManagementLimitedMember" xlink:to="noah_WuhuBonaFilmInvestmentManagementLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WuhuGopherAssetManagementCompanyLimitedMember" xlink:label="noah_WuhuGopherAssetManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WuhuGopherAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917253_3_1">Wuhu Gopher Asset Management Company Limited</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WuhuGopherAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917253_1_1">Wuhu Gopher Asset Management Company Limited[Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WuhuGopherAssetManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1917253_2_1">Wuhu Gopher Asset Management Co., Ltd.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WuhuGopherAssetManagementCompanyLimitedMember" xlink:to="noah_WuhuGopherAssetManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember" xlink:label="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914065_3_1">Wuhu Hongxing Meikailong Equity Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914065_1_1">Wuhu Hongxing Meikailong Equity Investment Management Company Limited [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember_lbl" xml:lang="en-US" id="id_7258021_1914065_2_1">Wuhu Hongxing Meikailong Equity Investment Management Co., Ltd</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember" xlink:to="noah_WuhuHongxingMeikailongEquityInvestmentManagementCompanyLimitedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="noah-20181231.xsd#noah_WuhuNoahFinancialServicesCoLtdMember" xlink:label="noah_WuhuNoahFinancialServicesCoLtdMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="noah_WuhuNoahFinancialServicesCoLtdMember_lbl" xml:lang="en-US" id="id_7258021_2003843_3_1">Wuhu Noah Financial Services Co Ltd</label>
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