"The people are still there, but the money is gone." After the Spring Festival in 2021, as the fund market drops all the way, many young people "dream of breaking" the fund market.
Xiaowu born in the 90s is also one of them.
However, he is also a producer of investment courses, commonly known as "curriculum sellers."
This status made him too late to worry about his own losses, but had to find a way to soothe the "broken heart" of the customer.
Xiao Wu works for a small-scale private company. In addition to fund-paid courses, the company also has investment courses in stocks, real estate, and luxury goods.
They often invite some financial industry professionals such as fund managers and bank executives to record courses, which are then distributed by the company to major Internet platforms.
Compared with the prices of other courses, the price of fund courses is not high, a set of 10 courses, the price is around 99 yuan.
"This kind of small-scale course is more suitable for young people. After reading it, it is impossible to become a'big god' immediately, but to guide them to invest more rationally." Xiaowu said.
Earlier, the "Report on China's Family Finance Trends" released by a platform pointed out that among the newly added "basic people" in 2020, young people under 30 accounted for more than half, and the trend of younger generation is obvious.
The market will be very good in 2020. After the Spring Festival, Xiaowu's company will start to get busy and prepare for the next bonus period.
However, they found that the previous enthusiasm in the market was not reflected in the number of course sales.
On the contrary, some financial management classes under the banner of "limited time 0 yuan" are more favored by the fund "xiaobai".
Xiao Wu said that this kind of "free" financial management class generally uses the words "short-term earning millions" and "guaranteed rate of return" to promote sales, and constantly strengthens the concept of "limited time and low price" and "limit low price", so that young people "Producing a strong sense of contrast and urgency that "revenues are greater than costs".
After the reporter joined the "Xiaobai Finance Training Camp" on a certain platform, they found that the training teacher would start teaching when the WeChat group reached 200 people. In just half an hour, more than 30 people scanned the code to join the group.
Routines appear after the end of the basic course.
The teacher recommended an advanced course, and the page of the platform shows that the price of the "advanced training camp" is as high as 1080 yuan.
This is not the most ruthless.
On the Black Cat Complaint App, a well-known consumer service rights protection platform, there have been more than 200 complaints about the "Funds Section".
Some consumers said that they paid 7,999 yuan in tuition and entered the so-called "Gold Card Advanced Class" WeChat group. After only one day of class, the group was closed.
"For fund and stock investment, in addition to fixed-income regular financial products, the promised rate of return courses are generally fake. After all, the market is risky. In addition, investors need to experience bull and bear market volatility in the market and use time to improve themselves. The "financial quotient" of the People's Republic of China should also be vigilant for the short-term course of "from beginner to great god"." Xiaowu analyzed.
It's not just "free" finance classes that are focusing on young "basic people".
Xiaowu and his colleagues observe that most young "basic people" do not have the basic ability of traditional investors to analyze financial statements. The more professional the courses, the less attractive they are.
On the contrary, bloggers on social platforms such as Weibo, Douyin, and Xiaohongshu have easily attracted a large number of fans with simple and straightforward words.
"Earn 5000 a day! The most comprehensive fund tutorial in history" "Full-time mothers pocket 2 million in a year, the best investment opportunity is here"... On Xiaohongshu, many bloggers share their "good news" with joy. .
Whenever I see these videos, Xiao Wu can't help but sneer: "It's another'cutting leek' routine."
These routines seem to be too easy to see through Xiaowu, but with hundreds of thousands of likes at every turn, it still has to be said that there are many "basic people" who "pay the bill."
Xiaowu noticed that most of these "financial gods" who are good teachers are from non-professional backgrounds, and some are even beauty bloggers halfway through transformation, and they don't have relevant experience and certificates.
Attracting young "founders", in addition to these "recommended" bloggers, there is also a category of jokes who ridicule the financial market.
In 2017, before joining the current company, Xiao Wu also worked in a self-media.
The main account of this self-media is a "well-known financial blogger" in the financial circle, with more than 3 million fans on Weibo.
On Weibo, such bloggers abound.
They often do not have qualifications such as Chartered Financial Analyst (CFA), and do not involve professional financial knowledge.
But the humorous ridicule is like a precise sickle, harvesting batch after batch of traffic, and becoming one of the powerful promoters of frequent hot searches for funds.
Obviously, this type of blogger is not targeting professionals in the financial field.
They need to reach more "ordinary people" and make money through traffic, placement, and so on.
"It is also an interesting closed loop for young people to accumulate'resentment' from the recommendation of the former type of blogger, and then to vent their emotions in another type of blogger." Xiaowu said with a smile.
In addition to social platforms, the recommendation mechanism of financial platforms is also invisibly boosting young people's pursuit of funds.
Xiaowu said that in order to attract users' attention and promote purchases, many platforms will display high-yielding funds on the homepage or recommendation positions in the short term.
A Weibo netizen complained, "In a certain platform's self-selected funds, the funds that have risen for a few days are recommended, but the funds that have continued to fall are not marked."
Many young friends around Xiaowu are eager to "catch up" to make money.
Most of the funds they start with are the top funds in the rankings. The red numbers representing high yields are a powerful tool to urge them to "get in the car in time."
However, when the first basin of cold water was poured down in 2021, these friends had forgotten the involuntary talk of "getting in the car" and rushed to ask Xiaowu "what to do" first.
The short-term rate of return does not represent the future trend.
Xiaowu said, "The choice of a good fund depends on many factors. Hot industries or fields cannot be maintained forever, and the fund recommendation mechanism on the platform will inevitably be misleading."
The routines of Internet financial platforms don't stop there.
After the reporter opened the wealth management page of a certain fund, a random red envelope popped out. The red envelope amounted to 3.18 yuan, but it was not cashable and could only be used when purchasing funds.
As for which fund to experience, the platform has already arranged it, and it is attached below the red envelope amount.
The red rising line hints that your "experience" looks like "stable profit without losing".
The reporter noticed that on the wealth management page, there will be brokers doing live broadcasts of fund sales from time to time, each of which can attract tens of thousands of netizens to watch.
Clicking on the "Q&A session", you can find that they have already arranged the "live delivery of goods" at the same time as they are investing in common sense in popular science.
In the barrage, the "wealth code" asked by netizens must be their own funds in the shopping cart of the live broadcast room.
"Everything can be delivered live. You can return the clothes if you buy clothes on impulse, but before the basic logic of financial management is clear, the anchor is led by the nose to buy funds. In the end, it is me who is sad and'bleeding'." Xiaowu said.
China Youth Daily·China Youth Daily reporter Chen Qian Source: China Youth Daily