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Huawei P70, Canon SLR, DJI drone... In order to attract investors to participate in the annual "818 Financial Management Festival", various brokerages have come up with a variety of ways. Since the first "818 Financial Management Festival" was held in 2017, the event has been held for eight consecutive years. Public information shows that more than ten brokerages have launched the 2024 "818 Financial Management Festival". In terms of the form of activities, in addition to live broadcasts, some institutions also hold financial management festival activities in a variety of forms such as fun tests, training camps, and ETF competitions. In order to attract more investors to participate, various brokerages also "generous" give out prizes, such as red envelopes, mobile phones, cameras, etc. Overall, the main goal of brokerages to hold financial management festivals is not only to create brand effects and increase product sales, but also to educate investors. Some industry insiders believe that the impact of financial management festival activities should not be limited to the period of the event. Through the continuous dissemination of online content, it may have a long-term educational effect on investors.

More than ten securities firms participated

The annual "818 Financial Management Festival" is coming, and many securities companies are ready to go. Beijing Business Daily reporters found through combing through public information that more than ten securities companies, including Guotai Junan Securities, GF Securities, GuoRong Securities, Shanghai Securities, Guoxin Securities, Changjiang Securities, Huafu Securities, Zhongtai Securities, Great Wall Securities, Nanjing Securities, and Huaxing Securities, have launched the 2024 "818 Financial Management Festival" activities.

It is worth mentioning that this year is also the first time that Guotai Junan International launched the "818 Financial Management Festival". Guotai Junan International publicly stated that since the "818 Financial Management Festival" was first launched by its parent company Guotai Junan Securities in 2017, this festival has quickly become a landmark event in the securities industry. Adhering to the parent company's innovative spirit and tradition of excellence, Guotai Junan International innovatively introduced this financial management event in Hong Kong, aiming to provide investors with more colorful financial management options and professional services.

Nowadays, the "818 Financial Management Festival" event dates of many securities companies are no longer limited to August 18. Not only have some institutions extended the event time to one month, but some institutions have continued the event for nearly two months. For example, Shanghai Securities and Guotai Junan International both held the "818 Financial Management Festival" from August 1 to 31; Great Wall Securities plans to hold the "818 Jin Ge Financial Management Festival" from August 12 to September 13; Huaxing Securities also plans to hold the "818 Financial Management Festival" from August 15 to September 15; Changjiang Securities' event time will start from July 8 and last until August 28.

Bai Wenxi, chief economist of the China region of the China Enterprise Capital Alliance, believes that by holding activities such as the Financial Management Festival, brokerages can improve their brand awareness and market influence. At the same time, the Financial Management Festival is a good opportunity for brokerages to promote their financial products and related tools on behalf of others, which can not only attract new customers, but also increase market activity, promote capital flow and capital market prosperity. From the perspective of investors, activities such as the Financial Management Festival can also help investors obtain more market information, improve investment knowledge and financial management capabilities, and help strengthen the connection between brokerages and customers and improve customer loyalty.

Financial commentator Guo Shiliang also mentioned that brokerages can popularize financial knowledge by holding financial festivals, which has the effect of investment education and popular science. However, holding financial festivals may also involve some compliance risks. For example, if there are behaviors such as working without a license during the live broadcast, it may involve compliance risks. Therefore, when brokerages hold financial festivals, they must also improve compliance and pay attention to standardized operations.

Various activities

In order to attract more investors to participate, various institutions also held various online activities during the "818 Financial Management Festival", such as special live broadcasts, fun tests, and wealth games. Among them, live broadcasts are still the main method adopted by many institutions. Guotai Junan International has joined hands with more than 10 Chinese and foreign public fund masters to share investment knowledge, and held special live broadcasts in the form of 15-minute small classes during the event. Changjiang Securities also joined 17 public funds to conduct multi-themed live broadcasts. Huafu Securities held the "ETF Live Broadcast Week" from August 12 to 23.

However, some institutions' activities are not limited to live broadcasts. For example, Guoxin Securities invites investors to participate in fun tests, analyzes and offers suggestions based on the investors' personal characteristics, so that investors can build an investment portfolio that suits them. Zhongtai Securities holds a "Main Force Talent Training Camp", where investors will be provided with tutor teaching, strategy analysis, investment companionship and other services after paying 8.8 yuan to join the camp. Huaxing Securities also held an "ETF Training Camp" during the "818 Financial Management Festival", inviting investors to learn knowledge with their "partners" and have the opportunity to participate in the lottery.

In an interview with a Beijing Business Daily reporter, Guotai Junan Securities stated that in order to better serve residents' wealth management, the company relied on the Junhong App to create the "Junhong Wealth Games" during this financial management festival, integrating the Olympic spirit into the investors' advanced wealth competition schedule, and opening eight major competition venues including "Novice Shooting", "Index Clean and Jerk", "Smart Investment Football", and "Modern Pentathlon". It aggregates professional resources such as products, investment advisors, investment education, services, and tools, and advocates "Invest in China, Scientific Allocation" in a platform-based, intelligent, and scenario-based manner, helping customers to preserve and increase the value of their assets with professional services, and benefiting a large number of investors with the power of digitalization.

In terms of prizes, various institutions also offer various rewards. During the event, Guoxin Securities offers lucky draws for cash red envelopes, JD E-cards and other prizes to users who participate in the fun evaluation. GF Securities also said that during the event, some limited investment service tools will be discounted by 50%, such as 50% off for the daily limit analysis monthly card and similar K-line monthly card.

Some institutions also offer various financial management discounts on their apps. For example, GuoRong Securities offers a discount of 10% off fund subscription on its app "Dou Dou Man" and says that investors who participate in learning financial management knowledge and complete financial management tasks can also receive Anhui exclusive financial management coupons and data tool experience coupons. Nanjing Securities also offers financial management coupons and other discounts to some existing customers who meet the conditions.

In addition, some institutions even offer prizes generously. It is reported that Shanghai Securities held the "2024ETF Live Trading Competition" for the sixth time during the "818 Financial Management Festival" and stated that not only can you get red envelopes if you successfully register, but you can also get red envelopes if you invite friends to participate. At the same time, if you outperform the average return rate of trading participants every week, you can share the bonus pool. The prizes include Huawei P70, Canon SLR, DJI drone, Honor notebook...

Remarkable results of investment education

After eight years of development, the "818 Financial Management Festival" of securities companies has been regarded as the "Double 11" of the securities industry. In addition to enhancing brand effects and promoting products, various institutions also regard it as an important opportunity to educate investors. Some institutions have expressed the hope that through the "818 Financial Management Festival", education can be combined with entertainment to help customers establish scientific investment concepts.

Looking back at the previous "818 Financial Management Festival", some institutions said that they have achieved good results. Guotai Junan Securities said that in the previous "818 Financial Management Festival", in terms of investor education, the company popularized financial management knowledge through the novel and interesting form of investment education songs, improved investors' risk awareness and investment skills, and established correct investment concepts. At present, the company's national investor education base has been rated "excellent" by the China Securities Regulatory Commission for six consecutive years, ranking among the top in the industry.

GuoRong Securities also told the Beijing Business Daily reporter that in terms of investor education, the company has continuously attracted new investors to participate in investment education and learning through the "818 Financial Management Festival", which has improved investors' financial management knowledge and risk awareness. This year, GuoRong Securities also hopes to conduct investment education activities in the form of simple and interesting tasks in the "818 Financial Management Festival" to increase investor participation. This year's "818 Financial Management Festival" also provides different services for different customer needs, striving to meet the diversified and personalized needs of investors. At the same time, GuoRong Securities will also further improve investor protection and safeguard investor rights.

GuoRong Securities also mentioned that through the "818 Financial Management Festival", it hopes to help investors understand and master the relevant knowledge of investment and financial management, improve their ability in investment and financial management, and enhance their risk awareness. At the same time, it provides investors with a variety of financial products to help them conduct scientific and reasonable wealth management according to their personal risk preferences and financial goals.

"Activities such as the Financial Management Festival can popularize investment knowledge and improve the public's financial education. For novice investors, it helps to establish correct investment concepts. However, the effect of investment education may vary from person to person. Some experienced investors may obtain less effective information from it, and novice investors may benefit more." Bai Wenxi also mentioned that the impact of the Financial Management Festival should not be limited to the event period. Through the continuous dissemination of online content, it can have a long-term educational effect on investors. Although the Financial Management Festival plays a positive role in popularizing investment knowledge and improving investor education, investors should also remain vigilant, participate rationally, and avoid being affected by potential risks.

In recent years, relevant departments have also continuously emphasized that industry institutions should strengthen services and protection for investors. In July 2024, the China Securities Association held an expanded meeting of the chairpersons of the Investor Services and Protection Professional Committee and mentioned that in the future, the professional committee platform will play a better role, promote the industry investor protection work to achieve practical results, continuously improve the industry investor protection level, promote the high-quality development of industry investor services and protection work, and more effectively protect the legitimate rights and interests of small and medium-sized investors.

Beijing Business Daily reporter Li Haiyuan