editor’s note: at present, the number of Chinese investors has entered the “200 million +” era, of which about 95% are small and medium-sized investors. A large number of investors have different levels of education, investment ability and investment experience. How to build an effective communication channel with small and medium-sized investors is a key issue in the current insurance work. To this end, the securities times and Shenzhen Stock Exchange jointly launched a series of reports on “new insurance model for investors”, focusing on various innovative insurance products and their successful experience.
On May 19, in order to implement the relevant requirements of the work arrangement of the fourth May 15 national Investor Protection Publicity Day of the CSRC, Shenzhen Stock Exchange, together with Shenzhen middle school and Guosen Securities Co.Ltd(002736) , held a special course activity on securities investment with the theme of “caring for investors and acting together” at the “Securities innovation experience center”. On the day of the event, the Shenzhen Stock Exchange released three innovative investment and teaching products or tools: the financial picture book “talking about the big stock market”, “investment Zhiyi” learning platform, and the investment and teaching micro film “living in the sun”.
Market experts pointed out that to improve the effectiveness of investor protection, we need to go deep into investors and listen to the voice of the market, so as to solve the asymmetry between the supply side and the demand side. The above-mentioned three investment and teaching innovative products or tools of Shenzhen stock exchange use the expression of Lbx Pharmacy Chain Joint Stock Company(603883) “understand”, “remember”, “educated” and “interesting”, with the help of cultural guidance, appeal and cohesion, dredge the key blocking points and difficulties of current insurance work, and promote the whole society to establish a rational investment awareness.
with the help of cultural power,
create a high-quality picture book for investment and teaching
“What’s the matter with the ‘company’,” the first intimate contact with a listed company “,” please say no loudly if your legitimate rights and interests are infringed “,” this is the capital market, which is really cool “… Open the financial picture book” rambling on the big stock market “, and the naive character image, easy to understand text content and exaggerated and humorous expression suddenly shorten the distance from the readers.
Picture books, namely “painted books”, have developed rapidly in recent years. As a kind of books, picture books are not only for teenagers or families, but also deeply loved by the general public. The reporter learned that many foreign exchanges, such as the New York Stock Exchange, Tokyo Stock Exchange and Frankfurt Stock Exchange, have also produced investment and education products with picture books as the carrier.
The form of expression of the released “rambling on the big stock market” is refreshing to reporters: Taking the rambling financial stories of the Three Kingdoms characters as the main line, let readers learn financial knowledge from the well-known Three Kingdoms characters, create an exaggerated and humorous sense of contrast through the collision between historical characters and modern finance, and bring readers a relaxed and pleasant reading experience.
The content design of rambling on the big stock market also takes great pains. Taking the growth history of the company as a dark line, it tells the story of the company from scratch, from small to large, and until it logs into the capital market. From the perspective of the company, it shows the readers what they see and feel along the way, connecting the basic contents of the company system, enterprise listing, introduction to investment, securities varieties, capital market, and then leads to the “big ecology” of the capital market.
“I hope readers can have a more comprehensive understanding of the capital market ecosystem, understand the relationship between market subjects, understand the function of the market, the significance of its existence and the operation logic behind it, so as to know its nature, why it is and why it is inevitable.” The relevant person in charge of the Investor Service Department of Shenzhen Stock Exchange told reporters.
In addition to the innovation in content and form, financial picture books are also permeated with strong cultural genes. Vivid and interesting cultural communication methods can effectively ignite readers’ interest in reading; “The story behind the gossip” column is set to further introduce Chinese traditional classic culture; Grounded dialogue and text expression make the content more vivid and easier to understand.
The relevant person in charge of the Investor Service Department of Shenzhen Stock Exchange said that unlike the traditional “didactic” teaching, picture books have rich pictures and refined words. They can skillfully penetrate the vision of overall knowledge and detailed knowledge points through various forms such as tree charts and mind maps, and have strong attraction; On the other hand, picture books are a combination of art and stories. The reading objects include all ages. They can insert knowledge and ideas into the wings of creativity and imagination, which is in line with the age and cognitive characteristics of teenagers. They can be used as a suitable carrier for investor education to be included in the extracurricular and in-class reading of national education.
continue to embrace innovation
breaking the traditional form of teaching
Features of the micro film “born in the sun” released on the same day.
The micro film is adapted by the investment and Service Department of Shenzhen stock exchange according to the real story, and focuses on ordinary Tibetan families. It tells the story of my brother who, through after-school work and study, has been a passer-by for four consecutive years to bring his persistence and love to his sister and encourage her sister to study. Micro films focus on the theme of financial assistance, highlight universal values such as education investment, persistence and love, guide investors to think about investment behavior and investment ideas from a philosophical perspective, and help cultivate rational, long-term and value investment ideas.
The reporter learned that since 2014, the Shenzhen Stock Exchange has explored the way of film and television stories to tell the stories of ordinary people and map the development status of the securities market in the era. Up to now, three micro films and two public service advertisements of “never forget the original heart” series have been launched, breaking the traditional preaching form of investment and teaching. With rich character images, moving story plots and rich emotional themes, they have emotional resonance with investors, triggering their in-depth thinking on investment, and received good social publicity and education results.
In addition, the mobile app “investment knowledge easy” led by the Investment Service Department of Shenzhen stock exchange is a one-stop learning service platform for investors or readers interested in securities investment. The platform classifies and integrates the scattered online investment and teaching information according to the business theme, product type, activity information, etc., forming a systematic investment and teaching knowledge matrix. Investors or online learners can carry out systematic learning on mobile phones Fuzzy search, advanced punch in, social sharing, etc. to stimulate their enthusiasm for online autonomous learning.
The relevant person in charge of the Investor Service Department of Shenzhen Stock Exchange told reporters that the vivid, novel and direct cultural genes are closely combined with the actual needs of the silent and wide dissemination of investment and education, so as to make the investor education content more infectious and guiding. Through these “cultural” and “interesting” works, the public can understand and support the capital market reform faster and better, enhance the awareness of risk prevention and establish the concept of rational investment.
