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This issue is the Fund Social Media Index (June 2024).

In June, the positions of the "Three Musketeers" of the fund industry changed. This time, China Asset Management lost to Hua An Fund and lost the top three positions. The top three positions in the overall ranking were taken by China Europe Fund, Fullgoal Fund, and Hua An Fund.

The traffic of Douyin hits has recovered. The top work Wanjia Fund interprets a clip from Wong Kar-wai's classic movie "God of Gamblers", using the gambling game on the card table as a metaphor for treating investment as gambling, warning investors to invest rationally. The creative shooting technique has aroused high recognition from users, not only receiving a large number of likes, but also attracting many users to discuss the plot in the comment area. The same "small theater"-style work, TOP3 E Fund Fund's "Financial Q&A Shop, Playing Myself!" summarizes the financial problems encountered by young people today into consumption impulse disorder, pension confusion disorder, and financial entanglement disorder. Through the dialogue between the three characters in the plot and the manager of the Q&A shop, the three financial doubts are answered using the principles of fixed investment, asset allocation, and risk-return preference matching, which is entertaining and educational, and has received more than 40,000 likes.

The works on the video account's top praise list this time are mainly brand promotion. The TOP1 work "Midsummer Dream Allocation Plan" by Fuguo Fund filmed the protagonist's multifaceted life as an artist coordinator, restaurant shareholder, and pet blogger. Different professional roles brought different types of income to the protagonist, and these three types of income just corresponded to three different risk-return products-money funds, bond funds, and equity funds, revealing the brand view that young people dare to think and do and can get closer to their ideal life through reasonable choices and configurations. Changxin Fund's "Long Reading Long Letter" invites users to read "Between Man and Land" together, looking at the future from the past, analyzing the path of urban renewal with the transformation and development of urban and rural land reform, and gaining insight into investment opportunities. Galaxy Fund's 22nd anniversary promotional video uses AI for picture and dubbing production, paying tribute to the power of technological innovation.

Eighty percent of the works on the Zhaocaihao high traffic list are live broadcast themes, covering a variety of topics such as fixed investment, resource industry, real estate, chips, bond funds, semiconductors, dividend investment, etc. The popularity of Zhaocaihao live broadcasts has increased this year compared with the same period last year. According to data from Yiwealth Research Institute, from January to June 2024, Zhaocaihao live broadcasts totaled 1,361, a year-on-year decrease of about 7%, but the average number of live broadcasts has increased from 4,450 in the same period last year to 9,734, almost doubling.

However, on Ant Fortune, another main platform for fund live broadcasts, a completely different situation occurred from the Wealth Account. Since the beginning of this year, Yiwealth Research Institute has observed that the traffic of Fortune Account live broadcasts has continued to decline, especially the popular live broadcasts have cooled down significantly compared with the previous two years. Fund institutions have even begun to actively reduce the frequency of large-scale live broadcasts, and return to daily companionship in terms of topic selection. According to statistics from Yiwealth Research Institute, in the first half of 2024, Fortune Account completed a total of 5,923 live broadcasts, with an average live broadcast viewing volume of 73,000 and a total viewing volume of 436 million. Compared with the same period last year, the data were 7,517, 165,000, and 1.24 billion respectively, with a sharp decline on both the production and demand sides.

The keyword of the public account is "red envelope", and 60% of the titles of the listed works contain this keyword.

（Yiwealth)