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 ...

别让压岁钱只躺在红包里"睡大觉"，"把压岁钱存起来，做自己的小小银行家"……新春佳节，孩子们手中一 个个沉甸甸的红包，不仅承载着长辈的爱与期许，更成为各家银行争夺的"流量入口"。 《金融时报》记者注意到，近年来，随着家长对孩子财商教育重视程度不断提高，压岁钱正在从单纯的零花 钱升级为儿童的"成长财富"，各家银行纷纷发力，密集推出儿童专属金融产品与服务，通过利率上浮、特色权 益、亲子共管等方式，竞相争抢"小客户"，竞相布局儿童金融这片"新蓝海"。 图为春节期间游人在北京前门游玩。 记者 刘志良 摄 多点发力：银行"盯上"孩子压岁钱 "孩子选了艺术家卡面，说要用红包买马克笔，剩下的全部存起来。"近日，上海市民陈女士带着女儿来到广 发银行网点开户时说，"压岁钱数额不小，与其乱花，不如存起来做有意义的事。" 《金融时报》记者注意到，春节前夕，各家银行就已提前布局，围绕压岁钱开展针对性营销，推出一系列儿 童专属金融产品，涵盖专属银行卡、特色存单、亲子账户等，搭配卡面定制、成长记录、积分兑礼等多元化权 益，精准吸引"小客户"及家长的目光。 在股份制银行中，广发银行在"亲子金融"服务中推出儿童专属"自由卡"，以"梦想卡面+ ...

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 ...

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 Viewpoint - The increasing focus of banks on children's financial products, particularly for managing "lucky money" during the Spring Festival, reflects a strategic move to secure long-term low-cost funding and engage younger customers, ultimately enhancing banks' long-term profitability and customer loyalty [1][4]. Group 1: Bank Initiatives - Multiple banks, including major state-owned and joint-stock banks, have launched dedicated savings and investment products for minors, addressing the financial management needs of parents and children during the Spring Festival [2][3]. - Industrial and Commercial Bank of China (ICBC) introduced a "parent-child exclusive account" that allows children to plan their investments while parents can monitor account activities, promoting financial literacy from a young age [2]. - Other banks, such as Huaxia Bank and China Merchants Bank, have developed differentiated products like the "Sunshine Growth Plan" and "Golden Little Sun" to cater to children's savings and investment needs [3]. Group 2: Product Features and Benefits - Children's savings products often feature lower entry thresholds and higher interest rates compared to adult products, with some banks offering rates as high as 1.9% for deposits starting at 50 yuan [5][6]. - The "Sunshine Baby Card" from Beijing Rural Commercial Bank offers competitive rates for minors, outperforming adult savings accounts, highlighting the banks' strategy to attract long-term customers [5][6]. - The pricing strategy for children's accounts is seen as a customer acquisition subsidy, providing banks with a long-term customer base that can yield high returns over 50-60 years [6]. Group 3: Market Trends and Analysis - Analysts suggest that banks are shifting from traditional corporate and retail banking to a more segmented approach that includes all age groups, focusing on children's financial products as a means to secure stable funding and enhance customer engagement [4]. - The children's financial market is viewed as a strategic opportunity for banks to build relationships with entire families, potentially leading to increased demand for related financial services such as insurance and education funds [4][6]. - The operational costs associated with managing children's accounts are lower due to reduced transaction frequency and lower fraud risk, making them an attractive segment for banks [6].

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].

Core Insights - The article highlights the growing trend of children's financial education and the role of banks in providing tailored financial services for children, emphasizing the importance of instilling financial literacy from a young age [1][2][6]. Group 1: Children's Financial Services - Banks are increasingly offering specialized financial products for children, such as dedicated savings accounts and financial management tools, to help them manage their money effectively [4][5]. - Beijing Bank launched the "京萤计划" (Jingying Plan) to provide a range of children's financial services, evolving from version 1.0 to 3.0, which includes features for family interaction and digital management [2][3]. - Other banks, like China Merchants Bank and Minsheng Bank, have introduced innovative services like "金小葵管家" (Golden Little Sunflower Butler) and "财富小管家" (Wealth Little Butler) to cater to the financial needs of children and their parents [2][3]. Group 2: Financial Literacy and Education - The concept of financial literacy for children is gaining traction among parents, who are increasingly focused on teaching their children about money management [1][6]. - Banks are creating child-friendly environments in their branches, including dedicated areas for financial education and activities, to engage children in learning about finance [3][5]. - The collaboration between banks and educational institutions has led to numerous events aimed at promoting financial literacy among children, with over 30,000 activities held [3]. Group 3: Market Trends and Future Directions - The children's financial market is seen as a significant growth area for banks, with the potential to enhance overall family banking services [6][7]. - As competition increases, banks are encouraged to develop differentiated financial products tailored to various age groups, ensuring that services meet the specific needs of children at different developmental stages [7]. - The future of children's financial services may involve more personalized offerings and engaging educational initiatives to foster financial literacy [6][7].