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： ...

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 ...

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].