This article is from WeChat official account:Mustard Duikan Education (ID: jiemoedu) , author: Li Ting, title figure from: vision China
“Kun Kun is not old, and the blue chip is old.” “Kun Kun is brave to fly, and ikun will always follow.”
You may not be unfamiliar with this kind of support, but this time it did not appear on the audition show. The target of “calling” became Zhang Kun, the “star” fund manager of the public fund management company E Fund. Some fans set up a support club for it, and the Weibo account @易方达张坤 fan support club has more than 20,000 fans. The topic #基金# will frequently appear on Weibo hot searches in 2021.
Behind the hot financial management topic is a huge investor group that needs to be educated. According to the Consumer Financial Literacy Survey Report released by the People’s Bank of China in 2019, consumers’ knowledge on investment needs to be improved, with an average accuracy rate of 54.77%.
At the same time, the “red” of the capital market has transformed into the “fire” of the financial and business education track. According to the data from the enterprise search, there are currently more than 10,000 “financial management education” and “financial management training” related companies in China. In 2019, there are nearly 2,000 related companies, an increase of 800% over a decade ago. According to 36 krypton reports, this track has run out of a leading company with a monthly revenue of more than 200 million yuan and a valuation of more than 10 billion yuan. The seemingly niche financial education is now under public scrutiny.
“It feels like young people manage their finances because they are poor”
Lin Xiaoyu, born in 1994, and her boyfriend have their own financial management world. “It feels like young people manage their finances because they are poor.” She teased the two’s original intention of managing finances. Lin Xiaoyu described her boyfriend as “indulging in financial management”, but he has never taken a course related to financial management and relied on his own research. As a “xiaobai” who is completely ignorant of finance and economy, Lin Xiaoyu’s financial knowledge only started tutoring after he “strayed into” the banking industry.
Now recalling the reasons for learning financial management knowledge at the beginning, apart from work, Lin Xiaoyu feels that part of the reason is herd mentality. “There are many friends and classmates around me who started buying funds early, and I feel that they are making money. Money, also wantLearn some knowledge about funds. “
She chose to start with online free audio courses, which are more accessible than professional books. Despite this, “can’t learn” is still a big problem that plagues financial management learning.
Non-finance-related majors, and have not systematically learned financial-related knowledge, but there is a heart eager to try financial management, perhaps the current situation of many young people. The “Internet Financial Management and Consumption Upgrade Research Report” jointly issued by Renmin University of China and Ant Group shows that 21-35-year-old users are the most active group in Internet financial management. From the perspective of occupational distribution, white-collar workers account for The ratio exceeds 50%.
Ma Qilei, who is a brand public relations officer, now runs an investment community built by herself. He regularly reviews their investment actions and experiences this week with friends in the group every week. “I started contacting (financial management) at the beginning of 18, “Puppy Money” is my first financial business enlightenment book. I realized that it was not Wealthy people need financial management, it is precisely because we do not have that much money, we need to manage financial affairs more.”
For her, she insisted on the mentality of “lifelong learning” since she was exposed to financial management. Rather than groping on her own, she decided to “filter high-quality content and circles by paying.” Ma Qilei’s first investment in financial education was 99 yuan to learn basic financial management knowledge. After learning all the courses and passing all the exams, she used the knowledge she learned to earn 10,000 yuan, and chose to purchase related courses worth several thousand yuan again.
Invite friends to form an investment community together is another learning. “Xiaobai started to get started, and the friends who originally followed the’copy homework’ began to read the research paper…” Ma Qilei felt that everyone including herself had “growth from cognition to income.”
“No matter how good the course is, I don’t want to study after I sign up, or I learn a little bit of fur and start trading frequently. Can I blame the course?” Ma Qilei said.
Finance and business education track gradually focusing
Left: Screenshot of Weibo Fund Super Talk Right: Screenshot of Xiaohongshu Finance Topic
With the lowering of financial management thresholds, more and more young people are joining the Internet financial management camp. But obviously this is not a field that can be integrated through self-study. The contradiction between the public’s demand for financial management and the lack of financial management knowledge is highlighted.
“What wealth management product did you buy today?” On the one hand, on major social platforms such as Weibo, Xiaohongshu, Douyin, etc., topics related to funds and wealth management topped the list, and industries such as liquor and new energy It has been repeatedly mentioned that the “high-yield” experience sharing with the keywords of “student party” and “workplace white” has attracted waves of novices.
“It can be seen that in recent years, the public’s demand for financial management has become more and more vigorous. Compared with the previous wealth management mainly focusing on high-net-worth individuals, wealth management is now becoming more and more popular and large-scale. And from our user group, three The population in fourth-tier cities is even slightly higher than that in first- and second-tier cities. This is actually a very interesting phenomenon.” said Bai Bai, partner of Irvine Technology and VP of the Group’s Public Affairs Department.
On the other hand, driven by the wave of knowledge payment, faced with complex financial products and market rules, in order to avoid “paying tuition” in the investment market, I chose to return to the “class” to supplement the knowledge of financial businessmen There are also many people. The operating staff of a financial education and training institution in Shanghai simply told Wasabi Dui that since December last year, the number of applicants for their 1 yuan introductory financial management course has doubled, from about 400 to 800 per session~ With 1,000 people, the sudden increase in the number of users has made teaching and back-end services strained. Correspondingly, more and more institutions are following the news.
The rising financial and business education track has also attracted the attention of the capital market. In 2018, the financial and business education company Changtou Academy announced that it had obtained a 100 million yuan A round of financing jointly led by Yonghua Investment and Become Capital. Recently, Irvine Technology (Qiniu Business School) announced the completion of a total of US$100 million in Series D and E financing, insurance brokerage and financial and business education services The business plan also announced that it has received hundreds of millions of yuan in B+ round of financing.
The “Little White Training Camp” model has gradually become mainstream. Promote low-cost courses through major social platforms or communities to acquire customers, teach in the form of live or recorded courses, and after-school answers from tutors, and lead to other high-level courses. The financial and business education model is for the education industry No stranger.
Source: Multi-Whale Capital “2020 China Financial Management Training Industry Report”
Consumers’ recognition of the 9-yuan low-cost course does not mean tolerance for advanced financial education courses that can easily cost a few thousand yuan. Even the advanced courses offered by leading institutions in the industry suffer Consumers questioned. On the Black Cat Complaint Platform, problems such as doubtful course content, poor teaching experience, and difficulty in refunding fees are among the top. According to a report from China Central Broadcasting Corporation, even after purchasing a 1 yuan financial training camp on a certain platform, users were asked to pay for 7999 yuan financial management courses in installments. The other party claimed that they would “hand-in-hand” in the WeChat group, but there was nothing after payment. Audio.
In the view of Xiong Bingqi, Dean of the 21st Century Education Research Institute, this type of financial and business education is a social training category, and many institutions do not have training qualifications, and there are still loopholes in supervision. In addition, the strong correlation between financial education and the financial industry also allows it to wander in the fuzzy zone between adult education and investment consulting.
“(Financial and Business Education) The development of the industry is still in its infancy, which will inevitably drive the rapid increase in the scale of market There is still room for improvement in content specialization.” Bai Bai said frankly that this track still needs more industry supervision and guidance to ensure healthy development.
Finance and business education is hindered and long
“Especially in the context of the 2020 epidemic and the continuous easing of monetary policy, the capital market has actually ushered in a very good performance, which has attracted the attention of many users.” Huang Huang, senior researcher at the Suning Institute of Finance Dazhi said that the constant emphasis on high-yield returns by online public opinion has also attracted many investors.
In his view, investor education has made great progress in recent years. “Regardless of whether it is the official or the industry level, I have made a lot of efforts to use the establishment of live broadcasts and other emerging Internet methods to carry out investor education.” He admitted that the current stage of progress is still making up for the past investor education Missing.
Screenshots of some courses in Longtou Academy
Screenshots of some courses of Weimiao Business School
The mustard pile combing found that the current financial education courses on the market mainly teach three aspects, financial knowledge and skills, guiding the correct concept of wealth, and introducing and explaining common financial scams.
“At present, there is no universal and systematic financial education for all people in my country.Education, most people really come into contact with financial knowledge after entering the society, and the knowledge dissemination through social channels is often mixed, causing a large number of people to suffer from financial fraud due to lack of discrimination in recent years and suffer huge losses. Social instability factors. “The National People’s Congress representative and President of the Guangzhou Branch of the Central Bank, Bai Hexiang, proposed to amend the “Compulsory Education Law” during the “Two Sessions” in 2020 to incorporate financial literacy education into the policies of the national education system, so that young people have basic financial awareness and risk. Awareness and awareness of rights and responsibilities.
Xiong Bingqi also said that the core of financial education for students and adults is not the same. “Financial education for students belongs to the category of life education. The main purpose is to cultivate students to be self-reliant, hardworking, thrifty, and basic financial knowledge. , Such as deposits, loans, insurance, stock markets, etc.”
Compared with the West, my country started financial education at a later time. In 2003, the United States passed the “American Financial Quality and Education Promotion Act” and established the “Financial Quality and Education Committee” to be responsible for national financial education. The British Financial Services Authority also launched seven key work programs in 2006 for popularizing financial knowledge in primary and secondary schools, helping young people to establish financial management concepts, popularizing consumer financial knowledge, and online financial management tools.
In China, Guangzhou is considered to be the first pilot area to incorporate financial management knowledge education into the local curriculum system of national education. In September 2015, Guangzhou launched a pilot education course on financial management knowledge and spread it across the province. Bai Hexiang mentioned that as of the end of 2019, financial education courses in Guangdong Province had covered 1,698 primary and secondary schools, with more than 10,000 courses opened and approximately 920,000 beneficiaries.
But this is still just the beginning. Bai Hexiang takes Guangdong Province as an example. There are about 15,000 primary and secondary schools in the province, with about 16 million primary and secondary school students, and the proportion of schools and students that carry out financial knowledge on campus is still very low. At the same time, there is still a big gap in the compilation of teaching materials and the training of teachers in financial education for primary and middle school students. The uneven distribution of resources in developed and underdeveloped regions may cause new educational unfairness.
(The text is concise, Lin Xiaoyu is a pseudonym)
This article is from WeChat official account:Mustard Duikan Education (ID: jiemoedu), author: Li Ting