马年伊始，A股银行板块未能迎来"开门红"，整体震荡调整，个股表现分化显著，股份制银行与国有大 行则普遍回调，显示市场对银行股长期成长性仍存预期，但资金短期获利了结。银行存款利率也延续下 行趋势，理财产品收益则稳中有降，市场呈现"存款利率分化、理财需求回暖、儿童专属产品成亮点"的 结构性特征。 业内人士指出，多家银行纷纷瞄准儿童压岁钱，甚至推出比大额存单利率更高的高息产品，其本质并 非"利率倒挂"，而是基于客户生命周期价值与负债成本的精准测算。 一方面，儿童存款资金具有"长期性"和"低流动性"特征。多数家长将压岁钱存为3年期，资金锁定周期 长，银行可将其作为低成本，高稳定性的中长期负债来源。相较高息揽储或同业负债，儿童存款成本更 低，更可控。 另一方面，银行通过儿童账户，可绑定整个家庭客户群，未来延伸至教育金理财、信用卡、房贷、留学 金融等高价值业务。例如，招商银行（600036）"金小葵管家"和北京银行"小京卡"均支持亲子共管账 户，实现家庭资产一站式管理。 此外，这也是在净息差持续收窄背景下，银行优化负债结构、寻找增量客户、提升客户黏性的关键举 措。儿童金融产品通过"低门槛+高利率+专属权益"组合制造话题效 ...

新春伊始，少儿理财的"竞技场"准时在银行圈内敲响战鼓。 红红火火的压岁钱不仅是春节的节庆符号，在金融机构眼中，更是零售金融撬动家庭资产配置的抓手。 信风注意到，如今各家银行并非仅仅停留在营销造势，而是将其沉淀为体系化的运营模式，这一点在头 部城商行、股份行乃至国有大行身上体现得尤为充分。 以北京银行为例，该行在儿童金融赛道的布局具有较强的代表性，其核心载体是自2022年推出的专 属"小京卡"。 在近期的春节营销中，北京银行推出了起存门槛仅1000元、利率具有明显优势的"小京压岁宝"，其三年 期定期存款利率达到1.75%，较该行同期限一般存款利率有显著上浮； 这种打法旨在通过实物卡片满足儿童的专属感，同时用手机银行"压岁钱账本"提升家长APP的活跃度。 本质上这也是在存量博弈时代，通过精细化客群运营来提前锁定未来的优质客户。 放眼全行业，这种"高收益、低门槛"存压岁钱的引流策略已成共识： 例如，广西北部湾银行推出的"梦想储蓄1号"，三年期利率高达1.9%，50元即可起存； 这种定向的利率红包，反映出银行对低成本、高粘性负债的渴求。 将视线转向以财富管理见长的招商银行，其策略则更侧重于生态化与场景渗透。 例如，招 ...

【文/羽扇观金工作室】 春节假期刚过，银行间一场围绕孩子的客户争夺战悄然升温。从国有大行到城农商行，多家银行在节前 就推出了针对未成年人的储蓄及理财服务，试图把孩子们春节收到的压岁钱，沉淀为银行的长期存款。 工商银行的"宝宝卡"、招商银行App内的"金小葵"专区、北京银行的"小京卡"......各家机构的产品设计各 有侧重。不少网点在春节期间迎来了带孩子办理开户业务的家长潮。驱动这一热潮的，不只是节日营销 惯例。随着家庭理财观念趋于理性，越来越多家长愿意通过规范的金融工具帮助孩子打理压岁钱，同时 培养孩子的财商意识。 而在银行自身经营层面，净息差持续收窄、揽储压力不断加大的背景下，压岁钱所代表的低成本、长留 存资金，其价值正被银行重新审视和发掘。 各路银行各显其能，利率倒挂背后是差异化的竞争逻辑 这场儿童金融竞争中，各家银行的打法并不相同，但有一点趋同——都在努力把产品做得更有辨识度。 国有大行凭借网点规模与品牌沉淀，选择打全面战。工商银行推出的"宝宝卡"针对儿童压岁钱储蓄，即 使存入金额较低，也可享受接近大额存款的利率优惠。以存款5000元为例，一般客户三年期存款利率为 1.25%，而"宝宝卡"客户三年期存 ...

上海金融与法律研究院研究员杨海平对《证券日报》记者表示，当前金融市场竞争日趋激烈，为培育客 户消费习惯、夯实客群基础，并抢占家庭金融服务入口，儿童金融已成为银行的常态化业务。 杨海平同时提醒，家长在为孩子选择金融服务时，应优先选择与儿童认知水平相适配的产品与服务，同 时注意防范相关合规风险。 2月21日，鄞州银行发布公告显示，该行推出的"儿童存单"中，3年期新客资金可享受最高1.88%的定期 存款利率，单户限额10万元；50元至1万元额度的普通3年期"儿童存单"利率为1.55%。北京银行推出"小 京压岁宝"定期存款产品，3年期年化利率达1.75%，较该行同期普通存款利率有所上浮，起存金额1000 元。蒙商银行"压岁宝"3年期年化利率同样为1.75%，起存金额500元。北京农商行推出"阳光宝贝卡"专 属储蓄产品，起存金额1000元，1年期、2年期、3年期年利率分别为1.5%、1.6%、1.75%，远高于该行 同期限定期存款1.15%、1.2%、1.3%的挂牌利率。 除定期存款外，多家银行还结合儿童财商教育需求推出配套的账户服务。招商银行（600036）手机App 上线"金小葵"专区，主打压岁钱专属管理，家长可在 ...

来源：@智通财经APP微博 智通财经2月24日讯（记者 梁柯志） 今年春节期间，针对青少年儿童的金融业务营销活动明显升温。不 仅国有大行和股份制银行积极布局，多家地方性银行亦纷纷入局，相关产品密集上线，引发市场关注。 例如，北京银行微信公众号显示，当客户通过"小京卡"办理三年期定期存款时，利率可达1.75%，较该 行同期限一般存款利率有所上浮；鄞州银行发布公告称，该行推出的"儿童存单"产品中，3年期新客资 金最高可享1.88%的定期存款利率。 智通财经记者从业内了解到，多家银行不惜以相对高息吸引"压岁钱""红包"资金入账，其背后更深层的 意图在于"以小搏大"——从儿童阶段切入，提前培育对银行品牌与服务的忠诚度，抢占家庭零售业务的 入口。 华东某城商行零售业务人士对智通财经表示，国内青少年压岁钱金额长期处于较高水平，多数在万元左 右，甚至达到数万元。如果逐年留存至成年，将是一笔不容忽视的积蓄。此外，近年来青少年权利意识 增强，希望压岁钱实现专款专户管理，这为银行提供了切入家庭资产服务的新契机。 压岁钱权利意识觉醒，金融服务提前介入 广州一位中学生对智通财经表示，以往压岁钱多以现金形式交由父母"用于学习"，但在实 ...

2月23日（正月初七），从老家返京的程程和妈妈兴致勃勃地来到银行，办理了自己人生的第一笔存款业务。过去，程程的压岁钱往往以两种方式终结：要 么被父母"代管"后悄然并入家庭日常开支，要么静静躺在钱包里，没有任何升值。 程程妈妈登陆小京卡（北京银行发行的儿童借记卡）管理账户，发现孩子名下的钱比大人的钱更"值钱"。 在北京银行针对儿童客群推出的"小京卡"及"小京压岁宝"专区，小京卡用户3年期定存利率为1.75%，起存金额1000元，最大存入金额50万元；2年期和1年期 定存利率分别为1.60%、1.50%，起存金额同样为1000元。 程程妈妈查询北京银行官网发现，该行3年期整存整取挂牌利率为1.30%。这意味着，如果把程程1万元的压岁钱存入小京卡，3年后到期利息可达525元，比 大人的定存利息高出不少。 由于手头恰好有2万元闲置资金，程程妈妈萌生了一个念头，何不一起存入孩子的小京压岁宝账户？返京第一天，程程妈妈便带着孩子来到银行，将3万元都 存入了孩子的银行账户，3年到期后，利息可达1575元。 其实，程程们的选择有很多。 每逢春节前后，金融机构都会盯上儿童的压岁钱。马年春节的一大看点就是，多家银行推出了儿童专属存 ...

Core Insights - Banks are launching special products for children's New Year money to attract customers and enhance brand loyalty during the festive season [1][4] Group 1: Exclusive Products - Multiple banks have introduced unique products targeting children's New Year money, such as Beijing Bank's "Little Jing Card" with a 1.75% interest rate for three-year fixed deposits, which is higher than standard rates [2] - Industrial and Commercial Bank of China (ICBC) offers the "Baby Card," which provides a 1.55% interest rate for three-year deposits starting from 5,000 yuan, with additional fee waivers [2] - Huaxia Bank's "Sunshine Growth Plan" offers a minimum deposit of 50 yuan with a 1.75% interest rate, emphasizing the importance of parental engagement in financial education [3] Group 2: Enhancing Customer Loyalty - The introduction of these products is seen as a strategy to alleviate banks' deposit acquisition pressures while fostering customer loyalty through financial education [4] - Experts suggest that these children's accounts can help banks build long-term relationships with families, transitioning from simple savings to comprehensive financial services [4] - The value of children's financial products lies not only in immediate deposits but also in establishing a foundation for future customer relationships through financial literacy [4] Group 3: Deepening Scenario Financial Services - Banks are encouraged to focus on niche customer segments and develop scenario-based products, such as savings plans for intergenerational care, integrating financial services with everyday life [5] - KPMG's report suggests that banks should create integrated solutions that combine financial services with non-financial benefits, enhancing customer experience in various scenarios like healthcare and education [6]

● 本报记者 李蕴奇 新春佳节之际，孩子们的压岁钱是不少家庭绕不开的话题。多家银行敏锐捕捉到这一热点，在春节期间 推出压岁钱专属产品，积极围绕儿童压岁钱开展营销活动，通过存款利率上浮、赠送权益等方式吸引客 户。专家分析，压岁钱专属产品既可以缓解银行揽储压力，也可通过场景金融，深化客户对银行品牌的 认知，增强客户黏性。 华夏银行App显示，该行"阳光成长计划"为未成年人提供存款专属服务，旗下"月成长龙安3年"产品起存 金额仅50元，年利率达1.75%。华夏银行表示，"阳光成长计划"不止是存款产品，更是有温度的亲子金 融伙伴，该活动旨在让储蓄成为亲子互动的链接。 儿童金融增强客户黏性 对于银行推出的压岁钱专属产品，不少投资者表示很心动。小俊今年13岁，他告诉记者，每年的压岁钱 自己都攒起来，目前已有四万余元。当记者问及是否愿意办理专属银行卡存压岁钱时，小俊高兴地 说："当然愿意，还能挣点利息，反正这笔钱家长平时也不让我花，存起来正合适。"小俊的妈妈李女士 表示，自己对银行推出的压岁钱专属产品很满意，这类产品既可以培养孩子的攒钱习惯，又能提供一定 的利息收入。 业内人士认为，压岁钱专属产品既是银行应对揽储压力的营销 ...

Core Viewpoint - The upcoming Spring Festival has prompted banks to launch special products for children's "lucky money," aiming to attract customers through higher deposit rates and additional benefits, thereby addressing their deposit acquisition pressures and enhancing brand recognition and customer loyalty [1]. Group 1: Bank Products - Beijing Bank has introduced a children's exclusive bank card called "Xiao Jing Card," offering a three-year fixed deposit rate of 1.75%, which is higher than the standard rate for the same term, with a minimum deposit of 1,000 yuan [2]. - Industrial and Commercial Bank of China (ICBC) has launched the "Baby Card" for children under 16, providing a three-year deposit rate of 1.55% for a 5,000 yuan deposit, along with waived card issuance and annual fees [3]. - Huaxia Bank's "Sunshine Growth Plan" offers a specialized savings service for minors, with a minimum deposit of only 50 yuan and an annual interest rate of 1.75% [4]. Group 2: Industry Insights - Industry experts view these children's financial products as a marketing strategy to alleviate deposit acquisition pressures and as a means to enhance customer loyalty through scenario-based finance [5]. - The competition in the banking sector is intensifying, and children's financial products are seen as a new growth point for deposits, allowing banks to bind family relationships and transition from simple savings to comprehensive services that include education and support [6]. - The strategic focus on children's financial services not only aims to secure current funds but also seeks to integrate financial literacy into family wealth management, creating a cross-generational customer value chain [6].

Core Viewpoint - The banking industry is intensifying its marketing efforts for the upcoming Spring Festival, focusing on attracting customers through various promotional activities and tailored financial products aimed at year-end bonuses and traditional "lucky money" [1][2][4]. Group 1: Marketing Strategies - Banks are leveraging both online and offline channels for marketing, with mobile apps featuring festive themes and special investment links, while physical branches are decorated and hosting engaging activities [2][4]. - The marketing campaigns are primarily targeting year-end bonuses and "lucky money," with banks creating specialized financial products and services to cater to these seasonal funds [2][3]. Group 2: Product Offerings - Financial products designed for year-end bonuses include short-term, high liquidity, and stable return options, with some products offering annualized returns 0.3 to 0.8 percentage points higher than regular offerings [2][4]. - For "lucky money," banks are promoting children's exclusive bank cards and educational savings accounts, along with low-threshold fund investment plans [3]. Group 3: Industry Challenges - The current banking environment is characterized by declining interest rates and a scarcity of quality assets, leading to increased competition for "quality liabilities" [4]. - Banks are facing dual challenges of rising liability costs and profitability pressures, as the macroeconomic transition has made stable, high-return assets scarce [4]. Group 4: Investment Recommendations - Suitable short-term investment options for the Spring Festival include money market funds, government bond reverse repos, and bank cash management products, each with varying risk and liquidity profiles [5]. - Investors are advised to focus on product risk levels, asset allocation clarity, and redemption rules to ensure effective fund utilization during the holiday period [6][7].