(Economic Observation) Over 34 million viewers online learning financial management China's live broadcast boom sweeps the fund industry
China News Service, Beijing, July 9 (Xia Bin) Compared with classic slogans such as "Buy it! Buy it!" in the e-commerce live broadcast room, financial live broadcast is still slightly "low-key", but China's live broadcast boom is changing people Financial model.
"I have been chasing wealth management live broadcasts like chasing dramas recently." Ms. Chen, who lives in Suzhou, Jiangsu, is accustomed to regularly go to bank outlets to learn about wealth management information and purchase wealth management products. Since the Spring Festival this year, affected by the epidemic, they were unable to go out or reduced their outings, and found this "new fun" under the guidance of their children.
Alipay recently opened Taobao live broadcast, including more than 40 financial institutions such as Harvest, Cathay Pacific, Wing Wing, Bank of Communications Schroder, Minsheng Jiayin, and GF, etc., quickly launched live wealth management live broadcast, and the live broadcast room became the "standard" of fund companies. Industrial and Commercial Bank of China also landed on Alipay in June for the first live broadcast, which aimed at middle-aged and elderly investors' knowledge of financial management and fraud prevention, attracting 600,000 fans to watch in one hour.
According to data obtained by Alipay reporters from Alipay, as of the morning of July 9, a total of more than 34 million people have watched live wealth management live broadcasts; the number of viewers per live broadcast is as low as 20,000 and more than hundreds of thousands; of which more than 10 % Of the live broadcast audience is middle-aged and elderly, and their enthusiasm for learning financial management knowledge is high.
The enthusiasm of financial institutions for live streaming of financial management stems from changes in user habits and needs, and the urgent need for digital transformation of financial institutions. The star fund managers and financial experts of major companies launched a series of online live broadcasts and interactions, confronting all the internet celebrities. Most of the content focused on the company's investment research concept introduction, market perspective sharing, and investment knowledge popularization.
"Wealth management live broadcasting has become a new way of investor education." As a practitioner in the fund industry for more than a decade, Wei Wei, general manager of the Hui'an Fund Retail Business Department, has concentrated on building a team to push live broadcasting in the past month. He believes that for small and medium-sized institutions, the users and available increments that can be reached by live streaming are very valuable, and it is the best opportunity for "overtaking in corners".
"Doing the live streaming of financial management can get the most real feedback from investors in the first time, and can provide better services for users in the future, and also help users develop investment and financial habits." Cai Lian, general manager of the mutual fund department of Tianhong Fund, said.
A number of industry organizations, including Bosera Fund, said that the current "live goods" attribute of live broadcast is not obvious. The biggest value of live broadcasting is to increase potential customers. This process is a bit slow, and it will last for half a year, a year, or even longer.
"In this era, there is no shortage of professionalism. What is lacking is the ability to reduce the complexity of professionalization. Live broadcasting can shorten the distance between investors and institutions," said Li Gang, head of Alipay's wealth management live broadcasting.
It must be noted that there is a compliance red line for live streaming. Although the live broadcast momentum is fierce, the current situation of "fish and dragon mixed" also exists objectively. Some financial institutions confuse online and offline wealth management businesses and seek regulatory arbitrage; some live broadcasters do not have legal qualifications and are suspected of misleading publicity.
Pan Helin, executive dean of the Digital Economics Research Institute of Zhongnan University of Economics and Law, believes that at present, live wealth management is still in the stage of gathering traffic, and the content related to sales is limited. However, it should be noted that live streaming and wealth management still have a lot of "scratching" elements, which have certain compliance risks.
For example, relevant documents clearly require that products such as bank wealth management and public funds should not promote the expected rate of return of wealth management products, only provide information, and must not promise to guarantee capital and guarantee income, but it is open to question whether the relevant live broadcast is fully implemented in practice.
The industry generally believes that live broadcast is a "one-to-many" process, with a wide and complex audience. At present, the risk preference of investors in live broadcast rooms is generally low, and even part of it is "investment white", it is difficult to properly manage. Investors are advised to focus on three aspects: the main body of wealth management live broadcast, the sales model of wealth management live broadcast, and the content of wealth management live broadcast. Strengthen risk prevention by analyzing whether there is non-compliance. (Finish)