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Editor's note:
"Investors are the foundation of the market" has increasingly become a broad consensus among all parties. A few days ago, Wu Qing, chairman of the China Securities Regulatory Commission, said at the "5.15 National Investor Protection Publicity Day" event that it is necessary to further consolidate the institutional foundation of investor protection and promote industry institutions to improve the level of professional services. On this occasion, China Securities Journal and the Securities Association of China jointly launched a series of reports on "Consolidating the Strong Line of Defense against Insurance, the Securities Industry in Action", aiming to summarize the experience and achievements of the securities industry in strengthening the protection of investors' rights and interests, enhancing investors' awareness of risk prevention, and cracking down on illegal securities activities, promote advanced models in the industry, and jointly help create a clean and upright capital market environment, and further strengthen the protection of the legitimate rights and interests of investors, especially small and medium-sized investors. This is the second in a series.
Comics, educational videos, sitcoms, ...... Recently, a reporter from the China Securities Journal learned that the securities industry is actively responding to the call of the Securities Association of China (hereinafter referred to as the "China Securities Association"), starting from the "5.15 National Investor Protection Publicity Day" and closely combining with the "Prevention of Illegal Securities Publicity Month".
In response to investors' uneven understanding of the market, a number of brokerages have said that through continuous innovation in the form of investment education, strict control of the content and quality of investment education, the securities industry is effectively through investors like to see, enhance investors' investment ability and risk prevention awareness, and spread rational investment culture.
Combined with the streaming media matrix to broaden the channels of education
In the interview, the reporter found that in order to make investment education products closer to the needs of investors, many brokerages are guiding the formation of a multi-dimensional and three-dimensional online and offline investment education pattern through "Internet + investment education services". Brokerages combine their own advantages and actively explore new models of investment education in the new media era.
Shenwan Hongyuan Securities said that in order to meet the preferences of young investors for information acquisition, the company innovated investor education and service models with the help of new media channels, and produced micro-courses, cartoons, sitcoms and other investment and education micro-videos. Using the younger and more characteristic online investment education work to promote the company's brand, we will make efforts to operate the Douyin account of "Shenwan Hongyuan Securities Investment Education Base" through new media channels, and launch nearly 160 innovative investment education works in 2023, with a cumulative number of more than 28 million clicks.
Industrial Securities has produced the micro-film "The Past of Registered Theaters", serialized the series of comics of "Wen Xing" Dictionary, and the original series of animations of "Xing" Broadcast", so as to interpret the market hotspots for investors at the first time.
As a local brokerage in Yunnan, Hongta Securities gives full play to its local investment education characteristics, and its investment education base integrates the life characteristics, clothing characteristics, and habits of ethnic minorities with the investment education content, and originally launches a series of investment education videos with ethnic characteristics. The video leads investors to appreciate the colorful ethnic minority customs of Yunnan while learning about the comprehensive registration system. Through the characteristics of various ethnic groups in Yunnan, the company introduces a comprehensive registration-based trading system, risk disclosure and investment philosophy, and actively guides investors to become "qualified investors", "rational investors" and "value investors" under the comprehensive registration system.
Based on the local characteristics of Henan, Zhongyuan Securities launched an original series of leaflets for investment education - "Yuan Yuan Zhongyuan Xing", with the company's brand IP "Yuan Yuan" as the protagonist, and the original check-in Kaifeng, Luoyang, Zhengzhou, Shangqiu and other local customs and landforms in Henan as the main line, showing the cultural differences of different cities in the Central Plains, allowing investors to understand the characteristic culture of the Central Plains without leaving home, and at the same time helping to popularize the knowledge of investment education products and educate in fun.
Deeply cultivate the national style comics and build innovative products
In addition to video products, many securities companies have shined in the creation of comics and long pictures. In line with the trend of Chinese style comics, the brokerage company has launched a wide range of special investment and education products with ancient style as creative inspiration.
China Merchants Securities explores the output method of combining financial investment and education knowledge with traditional culture and current popular elements. In the form of edutainment, the company integrates the key contents such as changes in trading rules and suitability management in the reform of the registration system into the history and traditional culture, and has launched a series of original investment and education products - "Chang'an 30,000 Miles: Only Suitable" series of comic stories. The comic story unfolds from the perspective of the Tang Dynasty poet Gao Shi, and analyzes the knowledge of the registration system in the exchange with Tang Xuanzong and Li Bai, with humorous language and vivid characters, so that investors can learn investment and education knowledge and establish the concept of value investment.
Haitong Securities is also actively working in the national style comics and videos, the company through the H5 investment education national style comics and videos "Travel Scroll under the Comprehensive Registration System" and investment dogma comic "Tang Dynasty Registration System", showing the prosperity of the Song Dynasty and the Tang Dynasty, combined with modern investment education content, vividly revealing the role of the registration system in promoting various industries, providing investors with a new perspective of investment education.
Huatai Securities Investment Education Base deeply integrates investment education products with regional culture and traditional culture, and has launched a series of ancient venture capital education products. Among them, the "Be Prepared for Danger and Look at Delisting" series guides investors to enhance their risk awareness; The "Traditional Culture Comes with Tranquility" series uses cultural stories to simplify complex financial knowledge. In addition, "Into the Dream of the Red Chamber, Talking about Financial Stories" and "Reuniting with Financial and Quotient Culture, Appreciating the Charm of Investment" both skillfully combine classic literature and financial quotient education, so that investors can appreciate traditional culture and improve their financial literacy.
Diversified product support to enhance investor experience
In addition to video and comic investment and education methods, various brokerages are also making efforts in cultural and creative products, investment education books and other diversified products to provide investors with a more tangible experience.
Based on the first financial bubble event in financial history - "Tulip Bubble", Guosen Securities originally designed and produced a complete set of financial quotient courses and financial script financial quotient board game "Sunken Tulip", and embedded a small simulated trading session. Participants can experience simulated buying and selling, market bidding, understand investment rules in trading, and learn financial history knowledge through reasoning. Become a historical figure through an immersive character experience, gain insight into the underlying logic of the financial market through the historical prism, and understand the dynamic evolution of the investment market and the core value of risk management.
In terms of cultural and creative products, Kaiyuan Securities has designed and produced the artistic conception series of "Mountains and Rivers for a Thousand Miles, the Nine Gates of the City" and the Tang Character series, continuously enriching the cultural connotation of open source investment education.
Relying on the advantages of the local museum platform, Xiangcai Securities Investment and Education Base has built the "Lidao School" investment education brand, cooperated with schools and enterprises to design the "Financial Readable" applet, and set up a team of volunteers and lecturers to improve the professional quality of the investment and education team. In addition, the base develops educational products with "Huxiang characteristics", such as "Xiaoxiang Bookstore", "Xiangman Editorial Department", "Hunan Listening, Resolving Disputes", etc. In March 2023, the base compiled and published a financial and business book - "A Century of Comic Securities History: The Road to the Beginning of Finance".
Investor education and product innovation is a long-term and continuous work for securities companies. A number of brokerages said in interviews that it is the direction of investor education to continuously innovate the content and form and bring investors the appropriate and needed investment education knowledge. In the future, securities companies will continue to give full play to their professional advantages, actively innovate in content and form, provide investors with more high-quality investment and education products, and promote the steady and long-term development of the industry.
Reviewer: Wang Chao
Editor: Yu Hongbo Proofreader: Zhang Jing
Producer: Li Ruoyu Signed: Peng Yong
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