Text丨Financial gossip female author: Yueyue
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Young people who have become the "main force" of financial management have begun to pursue financial freedom?
Since the beginning of this year, "living with interest" has become a popular event that has exploded on the Internet several times.
"After the girl saved enough 100,000 yuan, she quit naked and lived with interest"
"Can I live with interest if I win 1 million?"
"Post-00 deposit of 100,000 naked resignation with interest minimalist life"
……
This generation of young people focuses on a sense of contrast, I don't know when the "moonlight clan" has become a little expert in saving money, and now saving enough money and living with interest seems to be their ultimate dream.
So the question is, how to live with interest? Some smart netizens directly summed up a low-cost "wealth freedom formula":
Reducing material desires + simple life + investment and financial management = wealth freedom (living with interest)
1.
/ In order to "live with interest",
Young people are looking for "money saving partners" and "financial management partners" everywhere /
When it comes to living with interest, in fact, the most important thing is nothing more than two things: one is the principal, and the other is interest.
Last year's "National Investor Protection Publicity Day", the "Post-90s Financial Fun Report" released by CBNData mentioned a phenomenon:
A large number of post-90s generations have poured into the capital market, regarding financial management as part of their social life.
To put it bluntly, financial management has been integrated into the daily life of this generation of young people, but financial management is always accompanied by risks, so many young people who are confused and dream of financial freedom have begun to learn financial management on the Internet.
In the past two years, many netizens have been looking for "money saving partners" and "financial management partners" everywhere on social platforms.
For example, on Xiaohongshu, there are many young people who are keen to share their experience in saving money, and various savings plans have also been circulated, such as the "333 Savings Method", "12 Deposit Receipt Method", "Snowball Savings Method", etc., focusing on a fancy savings method that allows everyone to find a suitable oneself.
Some people may ask, how much should you save to achieve financial freedom? Don't worry, some netizens have made a table for this question, you can refer to it.
Another example is on Douban, there is a very famous group - "Heartbreak Crazy Money Saving Group", don't look at the name to bluff people, in fact, there are a lot of dry goods in it, and more than 600,000 team members share their money-saving experience and money-saving tips.
After saving enough principal and completing the initial accumulation, the next step for everyone is, of course, to control risks and obtain interest.
On Douban, there is also a "Life with Interest | Investment and Wealth Management" group created in 2018, with more people than the money saving group, as many as 637,000 members, where they share their financial management stories, tell their financial management methods, and find their own "financial partners".
These team members call themselves "steel leeks", and their discussion posts are divided into fundamental, technical, and news, which basically include the mainstream investment schools, whether they are inclined to medium- and long-term value investment, or have a soft spot for short-term operations, they can find like-minded "financial partners" here.
There are many similar social platforms, such as Xiaohongshu and Alipay's fund discussion forums, where young people gather together to share financial management experience and learn financial knowledge, which can not only accompany each other, but also grow together.
2.
/ Young people who are learning to manage money,
Start listening to podcasts /
Speaking of which, it is not difficult to see that financial and financial management content has become a national topic, and more and more people are beginning to prefer to obtain information on the Internet.
At the beginning of the year, the "2024 Douyin Financial Content Ecology Report" released by Giant Computing also confirmed this. According to the data, in 2023, the search volume of financial related content on the platform of Douyin users will increase by 64.8% compared with the previous year, and the user's active search demand for content in the financial field will grow rapidly. Among them, more and more people are focusing on the topic of saving and managing money.
Not only that, but from the top search topics, it can be seen that users pay more attention to relevant content, such as gold.
However, compared with the financial information disseminated by Internet celebrities and amateurs, in fact, the credibility of official institutions is higher.
The "2024 Douyin Financial Content Ecology Report" mentions: Due to the particularity of financial institutions, it is easier to gain the trust of users with their official background. Most of the respondents believe that the enterprise account has official certification and plays the role of trust endorsement, and more than forty percent of the respondents admit that they will refer to the content of the enterprise account and will have an impact on their consumption decisions.
In recent years, the brand marketing of financial institutions has continued to develop, and a rich "multi-dimensional" matrix has been formed from a single form in the past, which is disseminated on platforms such as Douyin, Xiaohongshu, video account, and audio APP in different forms such as text, pictures, video, and audio.
Taking fund live streaming as an example, this form has been popular for a long time in the past and is highly sought after by investors. However, some data show that the popularity of "fund live broadcast" has been cooling down since the beginning of this year.
In March 2024, the number of live broadcasts and the number of viewers of the fund decreased by more than 20% year-on-year, and the number of viewers was almost "halved", with a decrease of 49.75%. In January 2024, the number of viewers of the fund's live broadcast dropped by 68.64%.
In this regard, many fund companies have begun to propose to take the "high-quality route". According to a report by Brokerage China, the fund company has also explored two other "refined" paths: short videos (short dramas) and long audio programs (podcasts).
Different from the short drama that focuses on "Hi Shuang", podcasts are often 60 minutes or even 90 minutes long, but this form of "dry chat" can better reflect the new changes in fund brand marketing in seizing the minds of investors, and has gradually become a major direction for fund companies to deepen their own cultivation.
Recently, the CEIBS Fund Podcast, a blockbuster investor service program officially produced by CEIBS, was also officially launched on June 26, communicating with the people through eloquent dialogues and long-term companionship. Judging from the content currently broadcast, they are basically closely related to investors, or topics that young people are more concerned about nowadays, such as "buying gold fever", "investment and life", "big model", etc.
Taking the latest issue as an example, the content theme of this episode of the program is "How to Maintain and Increase the Value of Family Asset Allocation in the New Economic Cycle", and invited Lin Li, the host of "CBN", and Zhou Jincheng, the fund manager, as well as a special guest - investor Hu Zima.
Huzi's mother is a post-80s generation, who has experienced a lot of investment methods in the past ten years, and has also experienced many market fluctuations, such as the bull market and bear market, real estate from soaring to "housing not speculation", etc., there are many epitomes of ordinary investors in her, which is easier for everyone to resonate with when listening.
There is also a podcast "Money in the World" launched by Tianhong Fund, which has now become a continuously updated program, which involves topics such as "pension", "marriage and childbirth", "bride price" and "overseas investment", which are closely related to the daily life of investors.
In addition, the account content of ChinaAMC's popular morning podcast "Huaxia Morning Broadcast" is more customized, and many content explorations focus on hot topics in society, such as "Why are young people about to get married?" "From "buying a house" to "renting a house", how did the hukou become the price of cabbage? 》…… It is reported that among the "news and information", "Huaxia Morning Broadcast" stood out and ranked 44th in the Himalayan Business Finance - Business Frontier List.
Speaking of which, you may be wondering, who is listening to the podcast? According to the research data of the "CPA2024 Podcast Marketing White Paper", the "three highs" represented by "high education", "high consumption" and "high-tier cities" are pouring into podcasts.
An industry insider once said in an interview: "The audio of fund manager interviews is actually a niche program, which belongs to a heavy vertical field, and the reason why there is a good listening rate is because the main scenes and group portraits of these platforms are very clear." ”
From the perspective of user portraits, the audience of podcasts is generally highly educated, mainly aged 25 to 35 years old, and the listening scenes are basically concentrated on commuting and driving, bathing, cleaning, etc.
The market size of Chinese podcasts is growing strongly. According to market research agency eMarketer, the audience size of Chinese podcasts will exceed 150 million by 2025, and a niche content track is becoming popular.
This also gives a new idea to young people who pursue "living with interest", perhaps we are still some distance away from real wealth freedom, but instead of looking for fragmented and unprofessional financial and financial information, it is better to listen to podcasts from financial institutions, after all, it is more reliable to listen to professional people talk about professional things!