The anchor fights the face value fund company's traffic war and raises doubts
Regulatory authorities: Severely crack down on behaviors that violate the rules in the name of live broadcasts and maintain a good ecosystem for the development of the industry
A few days ago, two "Green Fund live comparison charts" sparked heated discussions.
The picture shows that the two female anchors in the live broadcast publicity picture are very different in appearance from the two female anchors on the live broadcast, and some investors said they were "deceived".
Fund live broadcast is so "packaged", some Christians sigh, serious fund investment has become so entertaining?
Is this an "involution" in the financial industry?
A reporter from Beijing Youth Daily learned in an interview that behind the fund's keenness to live broadcast is a traffic competition in the fund industry.
Today, fund live broadcast is not only an important way for fund companies to sell products, but also a channel for fund managers to communicate with young investors.
However, the excessive entertainment of fund live broadcasts is a double-edged sword for the professional and serious fund industry. It remains to be seen whether it is a cure or a poison.
The fund industry has recently begun to reflect on this phenomenon in the industry, and the regulatory authorities have also imposed strict restrictions on the tendency of financial entertainment.
Anchor "Fighting Beauty"
Fund company traffic war
After the two "Green Fund live comparison charts" sparked heated discussions, the relevant staff of Green Fund explained to the media that the above live broadcast was broadcast on July 22 this year, "Live broadcast is the main way for us to communicate with investors, and the company is very We attach great importance to the content and quality of the live broadcast, and the anchors sent are all employees with rich work experience. At that time, an employee was pregnant, resulting in a certain gap between the appearance and the image on the poster." The staff member admitted that the image of the live broadcast and the poster There will be a certain difference in itself, and some beautification treatments have been added to make this situation happen.
According to public information, Green Fund Management Co., Ltd. was established in 2016, and its main businesses are fund raising, fund sales, asset management, specific client asset management and other businesses licensed by the China Securities Regulatory Commission.
The company has a registered capital of 200 million yuan and a paid-in capital of 100 million yuan. It is a wholly-owned subsidiary of Henan Anrong Real Estate Development Co., Ltd.
A reporter from Beiqing Daily noticed that after the Green Fund female anchor incident, many netizens exclaimed, "Has the financial industry been involved in such a situation?" "I always thought that the fund and financial industry that was high-level still relies on female anchors to pull traffic. ".
In fact, the female anchor of the Green Foundation is not an isolated case.
On December 24 last year, a group of posters from Dongxing Securities Co., Ltd. became popular on the Internet.
The five young and beautiful girls in the photo are all from the bond underwriting team of Dongxing Securities.
This group of photos has changed the serious image of the securities company in the past. The five girls have vivid and lively actions, and the photos are full of festive atmosphere.
After this group of photos aroused heated discussions, Dongxing Securities quickly issued a statement saying: The posters were taken by individual personnel of the bond business headquarters at their own expense and posted the company logo without authorization.
Regarding the inappropriate circumstances of relevant personnel, the company has required them to regulate their personal behavior and take accountability measures.
A relevant person in charge of a medium-sized fund company told the Beiqing Daily reporter that in the era of traffic, except for a few head fund companies, most fund companies are under great pressure to attract customers, and it is also a last resort to use female anchors.
"Not only female anchors, we are now encouraging male fund managers to join, and the fund circle also needs a Li Jiaqi."
Live streaming chaos
Some fund companies are taking risks
A reporter from Beiqing Daily noticed that the incident of the female anchor of the Green Fund has also raised questions from many investors about whether the female anchor has the qualifications for live broadcast of the fund.
In this regard, Green Fund explained that the fund industry’s requirement for employees is to have a fund qualification certificate. These two employees (anchors) are not engaged in investment research positions. The company’s conditions for non-investment research employees only require fund qualifications. , which complies with the corresponding legal and regulatory requirements.
In fact, there has always been a lot of chaos in live broadcasts in the financial and financial field. Some companies have tapped Internet celebrities and celebrities to join in to increase their popularity, and some financial big Vs who do not have the corresponding qualifications publicly recommend stocks.
In September 2021, the talk show actor appeared at a brokerage's live broadcast event.
Earlier in September 2020, a public fundraising fund also invited talk show actors to chat about financial management in a live fund broadcast.
There are also some unqualified bloggers who are publicly recommending stocks on Weibo, video accounts, Douyin and other platforms.
Some financial bloggers often leave relevant information and private messages in the comment area, hoping to introduce fans into the WeChat marketing group to promote the so-called "securities investment advisory service".
At the same time as the entertainment of fund live broadcasts, some fund companies take risks.
According to media reports, some fund companies illegally recommend funds in the live broadcast of financial management, call on investors to place orders and buy on the spot, and even in some live broadcast ranking rules, play "the order in the live broadcast room is non-monetary fund, which can increase the popularity of institutions and further Clashing list" regulations.
In response to the chaos of fund live broadcasts, Lei Guoya, a partner of Beijing Jingshi Law Firm, said in an interview with a reporter from Beiqing Daily that the anchors of live broadcasts in the field of fund securities must have corresponding qualifications, so as to prevent some violations of laws and regulations. occur, so as to safeguard the rights and interests of users.
If investors suffer losses due to the misleading and exaggeration of the fund anchor, then investors can pursue the legal responsibility of the fund anchor and the fund company behind it.
A reporter from Beiqing Daily learned that on June 22 this year, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code of Conduct for Online Anchors".
The new regulations state that for live broadcast content that requires a high level of professionalism (such as medical and health care, finance, law, education), the anchor should obtain the corresponding practice qualifications and report to the live broadcast platform. The live broadcast platform should review the qualifications of the anchor and filing.
This means that the era when anyone can do fund live broadcasts is over.
The fund industry is caught in "involution"
lead to excessive entertainment tendencies
The earliest involvement of "live broadcast" in my country's fund industry began in 2020. In May of that year, Alipay opened live broadcast of financial management. Since then, more and more fund companies have joined the "live broadcast army" to seize the e-commerce traffic.
Fund companies from executives to well-known fund managers took turns to participate in the live broadcast, allowing the fund companies to gain a large number of fans.
More than two years have passed, and live broadcasting has now become a normalized marketing model for fund companies, and most companies have formed a relatively mature process system.
The Beiqing Daily reporter learned in the interview that most fund managers have a relatively positive view of the live broadcast, thinking that this is a revolution in fund sales, which is equivalent to letting go of their attitude and entering the customer.
"Since the performance of most funds has been dismal since the second half of last year, new customers are not easy to attract, and the fund industry has also fallen into involution, which has led to the tendency of excessive entertainment."
The "enthusiasm" of fund companies for live broadcasting also stems from changes in user habits and needs.
Huaan Fund recently released the "Generation Z Christian Insight Report". The report shows that new media and acquaintances are the main sources of information for Generation Z's investment and financial management.
Generation Z’s investment and financial decisions are greatly influenced by KOLs (Key Opinion Leaders).
Lack of professional financial knowledge is a major dilemma faced by Gen Z Christians.
In the survey, some respondents said: "Financial knowledge is difficult. It would be great if someone explained product knowledge and provided courses such as asset allocation advice."
Over 60% of online wealth management users in my country are born in the 1980s and 1990s.
Fund live broadcasts centered on "investor education and industry investment strategies" can quickly lower the learning threshold.
A post-90s fund investor told a reporter from Beiqing Daily that he started investing in funds by watching a video of a fund manager. He thought it was very good and learned a lot of investment knowledge.
This group of articles / reporter Zhu Kaiyun co-ordinator / Chi Haibo
Supervision
Financial industry live broadcasts must not blindly chase market hot spots
In response to the entertainment phenomenon of fund live broadcasts, Yi Huiman, chairman of the China Securities Regulatory Commission, once said that some fund sales are too entertainment-oriented, which is a side-effect for eyeballs.
These phenomena are incompatible with the industrial culture concept advocated by the capital market and must be resolutely corrected.
On March 3 last year, the China Fund Industry Association issued the "Proposal on the Publicity of Investment and Education in the Public Offering Fund Industry", which proposed that public fund managers should adhere to long-term investment, value investment and rational investment when conducting investment and education publicity activities; Entertainment must not be contrary to the relevant spirit of the state, social order and good customs, and institutions are not allowed to carry out or participate in related entertainment activities.
At the end of November last year, the Securities and Fund Institutional Supervision Department of the China Securities Regulatory Commission also issued the Institutional Supervision Circular to securities companies, making some regulations and requirements for the live broadcast of securities companies and funds.
For securities companies to organize staff to make public remarks, in addition to prohibiting the selection of investment varieties, investment portfolio recommendation and other stock recommendation behaviors through live broadcast, the regulatory notice also requires that securities company staff make comments through online live broadcasts and other forms, and should remain objective. , professional attitude, mainly focusing on the macro level such as economic situation analysis, market changes comments, economic data interpretation and so on.
At the specific operational level, the staff of securities companies should make comments through webcasting and other forms to ensure that information sources are legal and compliant, and research methods are professional and prudent; By wearing fancy clothes, live broadcasts in special places, etc. to attract people's attention, it is not allowed to blindly follow the trend of hype, follow what others say, blindly chase market hot spots and attract attention.
The Securities and Fund Institution Supervision Department of the China Securities Regulatory Commission stated that on the one hand, it encourages and supports “professionals to speak professionally through professional methods” to create a better environment for chief economists to speak professionally; Real behavior, and maintain a good ecology for the development of the industry.