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 ...

【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 ...

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 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 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].