2025 年 9 月，上海前滩的一场行业峰会，再次把小红书拉进了金融机构的视野。与会的银行、保 险、基金高管们齐聚一堂，讨论的主题不再是利率、资产配置，而是"如何在小红书上做金融"。 这让人想起 2013 的小红书。那个时候，没有人会把"金融"与"小红书"放在一起想象。十多年后，这 个从美妆、旅游、消费切入的生活方式社区，却成长为又一个"金融赛道"的重要阵地。 金融机构长效获客的新生机 近些年的金融行业，几乎所有机构都在积极探索下一阶段的增长动力。银行中收增速放缓，基金散户 保有量下降，保险新单价值持续下行。低利率常态叠加资本市场震荡，让金融机构都在寻找新的增长 引擎。 过去，金融行业习惯用广告讲故事——稳定、收益、可靠。但对年轻用户而言，这些口号和硬广告已 经毫无吸引力。 一方面，银行反复强调"利率上浮 0.2% "、保险主打"零免赔、快理赔"，这些话术难以打动用户。另 一方面，行业竞争陷入红海，银行信用卡比拼开卡礼、基金公司扎堆推同类产品，最终只能靠降价或 返佣吸引客户，利润空间被不断压缩。 Z 世代更习惯在短视频、直播和社交社区里寻找信息。他们要的不只是收益表，而是能触摸到的真实 体验。 "平台上已有超 ...

Core Insights - The article highlights the transformation of Xiaohongshu from a lifestyle community focused on beauty and travel into a significant platform for financial services, attracting attention from financial institutions [1][12] - Financial institutions are exploring new growth engines due to slowing revenue growth, declining retail investor numbers, and a challenging low-interest-rate environment [3][12] Financial Institutions' New Growth Opportunities - Financial institutions are actively seeking new growth drivers as traditional revenue streams face challenges, with banks experiencing slowed income growth and insurance new business values declining [3] - The younger generation, particularly Gen Z, prefers engaging with financial information through social media and community platforms rather than traditional advertising [3][5] - Xiaohongshu has over 350 million monthly active users, with a significant portion being post-90s and even younger users, indicating a shift in how financial information is consumed [3][4] User Engagement and Content Growth - There has been a substantial increase in demand for financial information on Xiaohongshu, with finance-related search volume growing by 142% and reading volume by 229% in the first eight months of the year [4] - Authentic user-generated content on Xiaohongshu, such as personal finance guides, is proving to be more persuasive than traditional advertisements [5][11] - The platform has developed a replicable model for the financial industry, covering key areas like insurance, banking, and funds, effectively converting user engagement into growth [6][10] Trust and Relationship Building - Trust is crucial in the insurance sector, and Xiaohongshu facilitates this by transforming complex insurance products into relatable stories shared by users [8] - The platform has seen a significant increase in its core insurance user base, with retention rates improving and return on investment (ROI) for certain products reaching over 20 [8][10] - Financial services are being integrated into everyday life, with banks and securities firms adapting their strategies to engage users in relatable contexts [9][10] Financial Content Integration - Xiaohongshu's financial content has seen over 80% growth since July 2024, with millions of views on finance-related posts, indicating a robust interest in financial topics [11] - The platform allows financial brands to connect with younger users in a more meaningful way, moving from traditional advertising to genuine interactions based on shared experiences [12] - The shift in financial marketing emphasizes storytelling and emotional connection, positioning Xiaohongshu as a vital space for financial brands to engage with the new generation of consumers [12]

Core Viewpoint - The article highlights the transformation of Xiaohongshu from a lifestyle community into a significant platform for financial services, driven by the changing preferences of younger users who seek authentic experiences over traditional advertising [1][12]. Financial Institutions' New Growth Opportunities - Financial institutions are actively seeking new growth engines due to slowing revenue growth and declining retail investor numbers [4]. - Traditional advertising methods are losing effectiveness among younger users, who prefer engaging with content in social communities rather than through conventional marketing [4][5]. User Engagement and Content Growth - Xiaohongshu has over 350 million monthly active users, with a significant portion being post-90s and even younger generations, indicating a strong user base for financial content [5]. - Financial-related searches on Xiaohongshu increased by 142% and reading volume grew by 229% in the first eight months of the year, reflecting a surge in user demand for financial information [5][12]. Trust and Authenticity in Financial Services - Trust is crucial in the insurance industry, and Xiaohongshu provides a platform where insurance discussions are grounded in real-life stories, making them more relatable to younger audiences [9]. - The platform has seen a significant increase in its core insurance user base, with a rise in lead conversion rates and return on investment (ROI) for insurance products [9][10]. Integration of Financial Services into Daily Life - Financial services are becoming integrated into everyday life on Xiaohongshu, with content that resonates with users' daily experiences, thus fostering a natural connection between finance and lifestyle [12][13]. - The platform allows financial brands to engage with younger users in a more relatable manner, moving from traditional transactional interactions to ongoing lifestyle conversations [12][13]. Innovative Marketing Strategies - Financial institutions are adopting innovative strategies on Xiaohongshu, such as creating diverse content accounts and collaborating with influencers to enhance user engagement [10]. - The focus is shifting from merely promoting products to building deeper relationships with users through educational and supportive content [10][11]. Conclusion - Xiaohongshu is emerging as a vital platform for financial services, offering a unique opportunity for financial institutions to connect with younger consumers through authentic content and community engagement [12][13].