After opening the WeChat official account, full of anxiety, temptations, and even some headlines of pornography, they found that they were selling all kinds of 0 yuan, 9.9 yuan and 12 yuan of small white money lessons.
The black swan incident of the epidemic situation makes the money of users opponents even more tense: if there is no way to make money, then you should manage money and expect to make money through financial management. A group of financial Xiaobai completely ignited the track of financial intelligence education.
Since the beginning of this year, the number of paying users of online financial and intelligence education institutions has increased greatly, the revenue has risen rapidly, and the industry differentiation has accelerated. Some enterprises have increased the number of paid students in one month to the level of last year, with a year-on-year increase of 600%.
A group of public data shows that the scale of Internet financial management will reach 15.5 trillion yuan by 2020. Some experts predict that in the future, the capital market may give birth to listed enterprises with a market value of tens of billion yuan.
The more fanatical the market is, the more irrational and chaotic it is. Most financial education institutions take Xiaobai users as the harvest object, attract users with the 0-10 yuan Xiaobai financial management course, cultivate users stickiness, and then expose the nature of sickle, brainwash and sell advanced courses with thousands of yuan.
Head player: 1.2 billion in half a year
In the final analysis, the core is the fear of no money.
The official account of tiktok has been more frequent in public figures and jitter in recent months.
The black swan of the epidemic situation makes the money of users opponents even more tense: if there is no way to make money, then you should manage money and expect to make money through financial management. A group of financial Xiaobai completely ignited the track of financial intelligence education.
Recently, an investor disclosed to pencil: in July this year, he learned about a leading financial management company in the industry. In the first half of the year, it made 1.2 billion running water, and famous audit institutions have visited the company to investigate the situation. It is understood that the performance of other head companies is the same.
Behind this, we can not do without historical reasons. As early as the 1980s and 1990s, many developed countries have introduced childrens financial management courses into primary and secondary schools, and regarded financial intelligence education as an important part of national education.
This year, the market is the first to get the dividend. The number of paying users of online financial intelligence education institutions has increased greatly, the revenue has risen rapidly, and the industry differentiation has accelerated. The number of new paid students in a certain enterprise even one month has reached the scale of last half year. The most distinctive label is: 9 yuan 9 yuan, super value financial quotient course, more than 80% of the people in 3 years.
According to public data, the scale of Internet financial management this year has reached 15.5 trillion yuan. Some experts predict that in the future direction of financial intelligence education, the capital market may give birth to listed enterprises with a market value of tens of billions of yuan.
At present, the number of related companies is increasing. In tianyancha app, input the keyword financial intelligence education, and there are 559 relevant companies data, and 101 companies have been established for less than a year. Most of these are online education companies that accumulate relevant user data to better grasp the financial intelligence education needs of residents in relevant areas.
WeiMiao business school, changtou school, fast finance school In the form of education, most of the financial education platforms on the market adopt the light education mode, and adopt the layered teaching and live teaching forms such as mobile app+ wechat classroom, to meet the needs of students differentiated and personalized financial management learning by customized tracking solutions.
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Xiaobai crowd is the main battlefield of this year. In the past, the users mainly gathered in the financial community and had high-frequency trading behavior, belonging to the high net worth group. At present, the biggest demand of the white people is literacy, and the educational demand in cognition is far greater than that in financial investment.
This is also true of many financial education institutions: Xiaobais leeks are better harvested.
According to a user data of financial intelligence education institutions obtained from pencil track, we can clearly summarize the relevant user portraits: most of the students in Xiaobai class come from cities below the third and fourth tier, mainly students, Baoma and no fixed staff. Women account for more than 60%, 51.45% of users have high school education or below, nearly 70% of users are under 35 years old, and 69.69% of users have monthly income less than 5000 Yuan.
These users are not familiar with financial intelligence education, and they are also unfamiliar with investment and financing, Internet products and operation, but passively accept complicated information. However, most of them have a strong sense of anxiety about life and wealth. Under the influence of human marketing routines, they are likely to be targeted users with higher probability.
The specific routine process is about several steps: first, the 9.9 yuan drainage course, repeatedly selling anxiety, and then selling thousands of yuan of high-priced courses.
Before formal class, the financial management curriculum institution will ask all students to introduce themselves to the teacher when they start the business. The introduction includes: name, age, occupation, income, deposit, debt and financial management objectives. The introduction of each person is actually the key to improve the completion rate by optimizing the course.
For users, the effect of selling courses with thousands of yuan will not be very good. Therefore, institutions will first sell small white courses of 0 yuan to 10 yuan to cultivate potential users, which is more efficient and economical than the course selling model of washing flow.
Taking the 12 yuan 12 day Xiaobai financial training camp of a business school as an example, a lot of online evaluations of class teachers are positive. I really feel that teachers are as responsible as class teachers in high schools, urging them to clock in to attend classes every day and assign homework after class.
The class teachers will also share some Xueba notes and cases of financial benefits obtained through the course in the circle of friends and wechat groups, and tell everyone that there will be rewards after learning. This lays the tone of the community atmosphere - learning community, and stimulates users desire to learn.
However, such a small white class content is too little, more full of beating chicken blood ingredients. In the course of one to one and a half hours a day, the useful knowledge points can be finished in five minutes, and the rest is to constantly inculcate the importance of financial management skills, explain basic concepts or sell anxiety according to the book, and who will earn how much money through advanced courses, and earn back tuition fees in two months.
In the course group, we can also see several obvious nurseries who will listen to the teachers words and agree with them at any time.
The core point: the teacher will tell the students repeatedly that the present is a good time to invest. As long as we seize the opportunity to learn investment skills from them, financial freedom and becoming rich are not dreams.
The recruitment threshold of financial institutions is also low. A netizen once shared the process of interviewing a class teacher at the business school. HR told him that the teacher could go to work only after 7 days of training, and then send wechat messages according to the template.
Of course, financial intelligence education institutions cant make money by these small white classes of 0 yuan, 9.9 yuan and 12 yuan, and the tuition fees of small courses cant even be filled in with the advertising expenses of public name. But Xiaobai class is just the beginning. In the second half of the course, the teacher began to sell thousands of yuan of advanced courses in the group.
Thousands of yuan of expensive courses have also exposed some problems.
On the complaint platform, many users said that they were attracted by the Xiaobai financial management course at the beginning, and then were induced to buy advanced courses of several thousand yuan. After entering the wechat group, they found that they were not worth it at all.
Some students said that the teachers of advanced courses basically copy and paste the courses mechanically, and some students in the group asked questions, and their attitude was bad and ignored the questions. There is no atmosphere of small white class, and gradually the students seldom ask questions and interact with each other.
Even when reporting for classes, many students said they didnt have money. The teacher would strongly recommend that they could use Huabei, credit card, Jingdong Baitiao, etc. to spend in installments.
In fact, the reason why all kinds of financial intelligence courses are so successful is that the institutions behind these courses know more about what they want and what they care about most than the users themselves.
The head teacher in charge of the conversion course will also accurately control the consumer psychology of the users. If a set of combination boxing comes down, the class completion rate is nothing at all. The story from zero income to financial freedom is just a catalyst for users to dream of sudden wealth.
As for the effect, no one can guarantee it.
Our 70 year olds can learn how to choose stocks, so its not difficult for young people. A class teacher replied.
Students will not be allowed to buy a list of stocks directly from the class.
As for the REITs products recommended by the teacher, a senior fund practitioner said that there are very few pure REITs public funds that can be invested in China, and the cost performance ratio is extremely low. In addition to high requirements for overseas investment, overseas investment also involves payment collection. The comprehensive income of some products is similar to that of domestic banking assets.
According to the screenshots of wechat group released by some students, when users query the real estate trust products recommended by teachers in the group, they will be kicked out of the group at the first time.
There are also online financial quotient courses, in which some insurance financial products will be introduced, and even some insurance products that female users are more concerned about will be recommended.
For online education payment, after-sales has always been a big problem, so is financial intelligence education.
In an online business school, Xiaobai promises to refund the fee within 3 days after the class starts. In the contract for advanced courses, there is also a requirement for refund. It also promises that within two days after obtaining the diploma, if you feel dissatisfied with the course, you can get a full refund.
However, this is not the case. Some students said that in fact, less than 10% of the students can get graduation certificates, and even only one or two students in an 80 person class can graduate.
Some students revealed that the scoring standard is completely set by institutions, and there is no unified test paper for the national examination. At ordinary times, the completion of homework, discussion questions, etc., are scored by the teacher. The teacher didnt hand in the homework very late because the score was too low. Whats more surprising is that teachers never remind students that late homework will result in points deduction and affect graduation.
That is to say, whether graduation or refund, all explanation rights belong to the organization, and all promises are bubbles.
On financial intelligence, there is a very reasonable saying: the so-called financial intelligence, the most important thing is not professional investment and financial management ability, but the correct attitude towards money. It will not become a slave to money, nor lose the freedom of choice because of lack of money.