编辑|金冥羽 董兴生 杜波 校对|许绍航 2026年春节刚过，一场围绕孩子压岁钱的金融暗战已悄然打响。 北京农商行一款名为"阳光宝贝卡"的儿童专属产品，给出了三年期1.75%的年利率。这一利率水平不仅显著高于该行同期限的普通定期存款，甚至超越了 其面向高净值客户、起存门槛达20万元的大额存单利率。 《每日经济新闻》记者注意到，这种颠覆常规定价逻辑的"利率倒挂"现象正成为多家银行争夺未成年人客群的标配策略。 业内人士指出，在行业净息差普遍承压的背景下，银行正将儿童金融服务从节日营销升级为核心战略，其本质是对客户全生命周期价值的提前投资与锁 定。 每经记者｜刘嘉魁 每经编辑｜金冥羽 董兴生 记者|刘嘉魁 利率倒挂： 儿童小额存款利率反超成人大额存单 春节压岁钱的流向，首次出现了与规模效应背道而驰的利率曲线。 《北京商报》记者调查发现，北京农商行"阳光宝贝卡"专属储蓄产品1000元起存，一年期、两年期、三年期年利率分别为1.5%、1.6%和1.75%，而该行同 期限普通定期存款挂牌利率仅为1.15%、1.2%和1.3%。更引人注目的是，该产品两年期利率甚至高于20万元起存的同期限大额存单1.5%的利率。 图片来源： ...

2026.02.25 本文字数：2629，阅读时长大约4分钟 作者 |第一财经 陈君君 春节假期刚过，关于压岁钱的讨论再次升温。 对不少孩子来说，这是春节期间最真实的一笔"大额收入"；对家长而言，则是一场关于财商教育的实操 课；而在银行体系内部，这笔看似分散的小钱，正成为零售转型中的一块新拼图。 近期，从国有大行到股份制银行，再到城农商行，多家机构密集推出儿童专属储蓄账户、亲子共管理财 方案及压岁钱定制存单。部分产品给予阶段性利率上浮，个别产品利率甚至高于同期限成人存款。 业内人士称，当压岁钱不再只是"过年红包"，银行也开始重新审视其客户价值。在净息差持续承压的背 景下，发力零售业务、拓展细分客群，成为银行寻求利润增长点的重要路径。 一笔9000元的"人生第一桶金" 大年初二，12岁的金金跟随父母亲回长辈家拜年。爷爷奶奶各给1000元，外公外婆各1000元，一位伯伯 和一位姑姑各1000元，再加上哥哥姐姐的红包，总计9000元。 这是她目前为止收到的最大一笔压岁钱。 金金告诉记者，这笔钱将由她自己管理。母亲建议将资金存入银行，并适当配置教育类保险。"金额大 小不是关键，重要的是让她学会规划。"母亲说。 相比之 ...

金金告诉记者，这笔钱将由她自己管理。母亲建议将资金存入银行，并适当配置教育类保险。"金额大 小不是关键，重要的是让她学会规划。"母亲说。 相比之下，金金的表姐回忆，自己13岁那年拿到的压岁钱不过1000元，其余都被父母"代为保管"。"现 在回头看，其实对钱的概念建立得比较晚。"她说。 春节假期刚过，关于压岁钱的讨论再次升温。 对不少孩子来说，这是春节期间最真实的一笔"大额收入"；对家长而言，则是一场关于财商教育的实操 课；而在银行体系内部，这笔看似分散的小钱，正成为零售转型中的一块新拼图。 近期，从国有大行到股份制银行，再到城农商行，多家机构密集推出儿童专属储蓄账户、亲子共管理财 方案及压岁钱定制存单。部分产品给予阶段性利率上浮，个别产品利率甚至高于同期限成人存款。 业内人士称，当压岁钱不再只是"过年红包"，银行也开始重新审视其客户价值。在净息差持续承压的背 景下，发力零售业务、拓展细分客群，成为银行寻求利润增长点的重要路径。 一笔9000元的"人生第一桶金" 大年初二，12岁的金金跟随父母亲回长辈家拜年。爷爷奶奶各给1000元，外公外婆各1000元，一位伯伯 和一位姑姑各1000元，再加上哥哥姐姐的红包，总 ...

银行零售业务的"新蓝海"。 春节假期刚过，关于压岁钱的讨论再次升温。 对不少孩子来说，这是春节期间最真实的一笔"大额收入"；对家长而言，则是一场关于财商教育的实操 课；而在银行体系内部，这笔看似分散的小钱，正成为零售转型中的一块新拼图。 近期，从国有大行到股份制银行，再到城农商行，多家机构密集推出儿童专属储蓄账户、亲子共管理财 方案及压岁钱定制存单。部分产品给予阶段性利率上浮，个别产品利率甚至高于同期限成人存款。 业内人士称，当压岁钱不再只是"过年红包"，银行也开始重新审视其客户价值。在净息差持续承压的背 景下，发力零售业务、拓展细分客群，成为银行寻求利润增长点的重要路径。 一笔9000元的"人生第一桶金" 大年初二，12岁的金金跟随父母亲回长辈家拜年。爷爷奶奶各给1000元，外公外婆各1000元，一位伯伯 和一位姑姑各1000元，再加上哥哥姐姐的红包，总计9000元。 这是她目前为止收到的最大一笔压岁钱。 金金告诉记者，这笔钱将由她自己管理。母亲建议将资金存入银行，并适当配置教育类保险。"金额大 小不是关键，重要的是让她学会规划。"母亲说。 相比之下，金金的表姐回忆，自己13岁那年拿到的压岁钱不过1000元 ...

Core Viewpoint - The competition among financial institutions for managing children's "lucky money" has intensified, with banks offering attractive savings products specifically designed for minors, often featuring higher interest rates than traditional large-denomination deposits [1][4]. Group 1: Product Offerings - Many banks have introduced children's savings accounts with low minimum deposit requirements and waived card issuance fees, making them accessible to families [2]. - Specific products include the "伴宝贝成长" module from Industrial and Commercial Bank of China, which allows parents to add children's bank cards to family accounts, and the "金小葵" parent-child account from China Merchants Bank, which offers a variety of investment options [2]. - Interest rates for these children's savings products are competitive, with some banks offering rates higher than those for standard fixed-term deposits, such as Hangzhou Bank's 1.9% for a three-year term [3][4]. Group 2: Marketing Strategies - Banks are employing creative marketing strategies to attract both children and their parents, including colorful card designs featuring popular characters and customizable savings products that commemorate children's milestones [5]. - The design of children's bank cards has shifted to vibrant colors and fun patterns, with some banks offering limited edition cards that appeal to young customers [5]. - The introduction of themed savings products, such as the "压岁钱定制存单" from Dongnong Commercial Bank, reflects a trend of linking financial products to personal growth and family values [5]. Group 3: Changing Attitudes - There is a noticeable shift in how parents manage their children's "lucky money," moving from a model of parental control to a more collaborative approach where children are involved in financial decisions [6]. - Parents are increasingly viewing the management of "lucky money" as an opportunity for financial education, encouraging children to make informed choices about saving and investing [6].

Group 1 - Several banks have launched children's exclusive financial products and services, offering higher interest rates and unique benefits to attract young customers [1][2] - For example, China Merchants Bank offers a one-year deposit rate of 1.3% and a two-year rate of 1.4%, both higher than its standard rates [1] - Beijing Bank's "Little Jing Ya Sui Bao" offers deposit rates of 1.60% and 1.75% for two and three-year terms, respectively, which are above its regular rates [1] Group 2 - Beijing Rural Commercial Bank introduced the "Sunshine Baby Card" with competitive rates of 1.5%, 1.6%, and 1.75% for one, two, and three-year terms, significantly higher than standard rates [2] - Various banks are also providing a range of children's financial products, including customized bank cards and special savings accounts, to engage both children and their parents [2][3] - The children's financial market is expanding, with banks taking on the role of educating financial literacy among children, thus creating a new growth area in retail banking [7] Group 3 - Banks are increasingly offering "managed" financial solutions that link children's savings to parental accounts, allowing for better asset management [3] - China Merchants Bank's "Golden Little Aui Manager" service includes features for managing children's bank cards and educational accounts [3] - The focus on children's financial services is expected to deepen, with banks needing to design targeted products that meet the diverse needs of families [7]

Core Viewpoint - The article discusses the increasing trend of banks launching specialized savings and investment products for minors, particularly targeting the management of "lucky money" received during the Spring Festival, which reflects a growing focus on financial education and long-term customer engagement in the banking sector [1][5]. Group 1: Bank Initiatives - Multiple banks, including major state-owned and joint-stock banks, have introduced dedicated savings and investment products for minors to meet the financial management needs of parents and children during the Spring Festival [3][4]. - For instance, Industrial and Commercial Bank of China has launched a "parent-child exclusive account" that allows children to plan their investments while parents can monitor the account [3][4]. - Other banks like Huaxia Bank and China Merchants Bank have also rolled out unique products, such as the "Sunshine Growth Plan" and "Golden Little Aui Manager," which offer various savings and investment options tailored for minors [4][5]. Group 2: Product Features and Benefits - The current offerings focus on three main types: exclusive savings or card accounts for minors, specialized fixed deposits or unique savings products, and parent-child co-management financial solutions [4][5]. - Some children's savings products have interest rates that surpass those of adult products, with examples like Guangxi Beibu Gulf Bank offering a maximum annual interest rate of 1.9% for a minimum deposit of 50 yuan [6][7]. - The interest rates for children's products are often more attractive than those for adults, which can help banks attract long-term customers and their families [7][8]. Group 3: Strategic Rationale - The push into children's financial products is driven by banks facing pressure on net interest margins and the need to explore new profit avenues [5][8]. - Children's financial products allow banks to secure low-cost, long-term funding while also binding the entire family as customers, which can lead to increased business in areas like wealth management, insurance, and education funds [5][8]. - The emotional connection formed with a child's first bank can foster long-term brand loyalty, making it a strategic move for banks to invest in this demographic [8][9].