With the development of the media industry, the traditional border of the financial sector is being redefined.The increasing power of personal brands has promoted a wave of “test water” in the field of self -media.
Recently, Xia Meng, the former general manager of Ruida Fund, started his self -media journey.Xia Meng’s transformation is not an example. With the value of the fund industry’s emphasis on the interaction of brands and investors, more and more practitioners in the financial industry have begun to explore their insights on social platforms.This attempt not only opened up new possibilities for their own career, but also provided the public with unique insights in the industry.
However, the road to transformation is not a way.From the “curse of knowledge” in content creative thinking to the lack of experience in media communication, to the uncertainty of the source of income, financial practitioners face many practical problems on the road of self -media.In addition, they must strictly abide by industry norms to ensure content compliance.Although facing many challenges, industry insiders also believe that as long as the content is sufficiently professional and can touch the pain points of the industry, there is still a chance to break through the siege and attract the extensive target audience.
Former public offering general manager involved in self -media
At the beginning of February this year, Xia Meng, the former general manager of Ruida Fund, started the WeChat public account, embarked on the road of self -media transformation, which attracted the attention of some people in the industry.
According to public information, Xia Meng has a 20 -year employment experience in the public offering industry. He has worked in public institutions such as the China Post Fund, the Western Lice Fund and Guorong Fund.He was appointed as the general manager of Ruida Fund at the end of 2020, but he announced his resignation in April 2022 with a term of less than two years.
A reporter from securities firms noticed that Xia Meng’s public account was currently reading about a thousand times, and there were more likes and rewards, and some of the articles praised thousands of times.For a novice public account, it has indeed achieved a good effect.
In fact, many financial research personnel have joined the self -media army, such as Liang Jinxin and Hong Yan.Liang Jinxin has engaged in the research work of the seller at Shenwan Hongyuan Securities, Tianfeng Securities and other institutions, and later joined Huatai Berry Fund as a fund manager.Hong Yan is currently a partner and chief economist of Sirui Investment Group. He has always been the head of the International Research Department of the Bank of Communications and the chief global strategist of CICC. He has worked in international financial institutions such as Citi Group and Morgan Stanley.At present, the number of articles on the WeChat public account of the two financial institutions on the WeChat public account reads more than 10,000 times.
Part -time self -media is still the mainstream
From the perspective of a public offerings in Shanghai, the reason why financial practitioners test water are diverse, including factors such as business needs and guidance of platform policies.
From the perspective of business needs, with the changes in investors’ interaction methods, compared with traditional advertising models, public fund companies need to use more intuitive and flexible ways to communicate with potential customers.Through public accounts, short videos, live broadcasts and other forms directly interact with consumers, which can not only transmit information of financial products more effectively, but also feedback consumer questions and needs in real time. This two -way interaction communication method can increase users.Decorative and trust.In addition, the guidance of the platform policy is also a factor that cannot be ignored, creating a favorable external environment for public offers to transform from the media.
From the perspective of another fund researcher in Shanghai, the situation of practitioners in the financial industry’s comprehensive turning to the media is relatively rare. This decision may have a certain helplessness and not easy.”There is a hidden ’35 -year -old employment threshold” in the financial industry. This age of employees usually belong to the company’s middle management, and the expected salary expectations are higher.The more difficult to come. With the rise of the media, some people have begun to see it as a way to realize professional ability. “
Another model is to use finance as the main business and self -media as auxiliary to increase market influence by establishing personal brands.In fact, most of the investigators engaged in the media still hold positions in financial institutions, which has become a mainstream model in the current industry.In the opinion of the person, the main purpose of shaping personal brands is to help institutions sell related products.However, in the process, the successful shaping of personal brands will also help the follow -up occupation development of relevant personnel.
Broken circle and realization are long roads
From the perspective of the above -mentioned fund researchers, financial practitioners have a series of significant advantages from the media.The first is a deep professional background and rich industry experience.These qualifications provide them with a unique perspective and help to create in -depth content, making it easier to stand out among many contents.There are also information and resource advantages.Financial practitioners have a wealth of network networks, which provides convenience for them to obtain and share exclusive information and can attract a certain fan group.
However, this professional advantage is also accompanied by the so -called “knowledge curse”.Wu Yanni, a senior research person in the industry, believes that people in a deep understanding of a certain field are often difficult to convey complex concepts to non -professional listeners, which may limit their content to attract a wider audience.
In addition, unfamiliar characteristics of the media are also a major problem for financial practitioners to transform.In Wu Yanni’s view, the highly competitive and changing algorithms in the field of media require creators not only to produce high -quality content, but also to promote the promotion and user interaction strategies, and these need to have specific knowledge and skills.For those who lack media education background and work experience, they need to invest more time and energy to learn and adapt.
Not only that, because of being unfamiliar with the rules of the media industry, “how to realize” has become a matter of anxiety for such transformers.The above -mentioned fund researchers believe that the current source of income from the media is relatively unstable and unstable, and the income situation is usually not optimistic.
”Although some people have found a source of income through consultation or investment consulting services related to business, this situation is not common, and advertising income is more difficult to achieve. Especially for newcomers, with the dividend period of the media industry,Near the end, the industry’s competitive pattern has been relatively fixed, and the possibility of breakthroughs is not great. “She said.
High -quality content “Jiu Xiang is not afraid of the alley deep”
In addition, compliance risks are also a problem that financial practitioners must be vigilant when they set foot in the media.
The above -mentioned public offerings told a reporter from securities firms that financial practitioners can share their personal opinions and daily see on social media, but they cannot involve specific financial product code or sales products, and should not guide audiences to conduct trading behaviors.Especially on a platform without corresponding qualifications, discussions are strictly prohibited.
”Employees must have sufficient compliance knowledge to clarify the boundaries of their speeches and interaction on social media. For example, on the live broadcast platform without corresponding qualifications, employees can only discuss non -commercial discussions, such as sharing investment concepts and investment concepts and investment concepts andFramework, etc. “In her opinion, the strict compliance process of financial institutions has greatly limited the possibility of attracting traffic through” stalks “and other methods.