银行扎堆入驻小红书解锁营销新路径

中国能源网11-20

银行业与社交平台的融合日益深化，小红书已成为这一趋势中的重要阵地。《证券日报》记者梳理发现，除招商银行、江苏银行等较早布局的机构外，近期，浙商银行、大华银行等多家银行机构也相继入驻小红书。据不完全统计，目前，银行总行、业务部门或分支机构在小红书开设的官方账号已超过65个。值得注意的是，与以往侧重金融产品宣讲的传统模式不同，“场景化”成为当下银行在小红书运营的核心打法，各大银行聚焦理财知识解读、市场...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2584390466?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-11-20 09:29","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2584390466","market":"hk","top_or_hot":-1,"title":"银行扎堆入驻小红书 解锁营销新路径","media":"中国能源网","content":"<div>\n<p>银行业与社交平台的融合日益深化，小红书已成为这一趋势中的重要阵地。《证券日报》记者梳理发现，除招商银行、江苏银行等较早布局的机构外，近期，浙商银行、大华银行等多家银行机构也相继入驻小红书。据不完全统计，目前，银行总行、业务部门或分支机构在小红书开设的官方账号已超过65个。值得注意的是，与以往侧重金融产品宣讲的传统模式不同，“场景化”成为当下银行在小红书运营的核心打法，各大银行聚焦理财知识解读、市场...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251120093127a4adfd1b&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>银行扎堆入驻小红书 解锁营销新路径</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n银行扎堆入驻小红书 解锁营销新路径\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-11-20 09:29 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251120093127a4adfd1b&s=b><strong>中国能源网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>银行业与社交平台的融合日益深化，小红书已成为这一趋势中的重要阵地。《证券日报》记者梳理发现，除招商银行、江苏银行等较早布局的机构外，近期，浙商银行、大华银行等多家银行机构也相继入驻小红书。据不完全统计，目前，银行总行、业务部门或分支机构在小红书开设的官方账号已超过65个。值得注意的是，与以往侧重金融产品宣讲的传统模式不同，“场景化”成为当下银行在小红书运营的核心打法，各大银行聚焦理财知识解读、市场...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251120093127a4adfd1b&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"IE00BZ08YR35.GBP","symbol_name":"GUINNESS BEST OF CHINA \"C\" (GBP) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251120093127a4adfd1b&s=b","article_id":"2584390466","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251120093127a4adfd1b&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2584390466","pubTimestamp":1763602167,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"银行业与社交平台的融合日益深化，小红书已成为这一趋势中的重要阵地。据不完全统计，目前，银行总行、业务部门或分支机构在小红书开设的官方账号已超过65个。在入驻小红书的同时，浙商银行也同步推出宠粉福利活动。此前已入驻的招商银行，在小红书平台上的运营模式更具代表性。除境内银行外，多家跨境金融机构也已入驻该平台。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"82388":"中银香港-R","IE00BZ08YR35.GBP":"GUINNESS BEST OF CHINA \"C\" (GBP) ACC","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU0348814723.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"A\" (USD) INC  NC","IE0008368742.USD":"首域中国增长基金I Acc","IE00B031HY20.USD":"FSSA CHINA GROWTH \"I\" (USD) INC","LU0648948544.HKD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AM\" (HKD) INC","LU0918141887.USD":"安联亚洲实际收益股票基金","LU0117841782.USD":"JPM GREATER CHINA \"A\" (USD) INC","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","LU0348816934.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT\" (USD)","02016":"浙商银行","IE00BZ08YS42.EUR":"GUINNESS BEST OF CHINA \"C\" (EUR) ACC","LU1831875114.USD":"SCHRODER ISF ALL CHINA EQUITY \"A\" (USD) ACC","LU1303224171.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) INC","IE00BZ08YT58.USD":"GUINNESS BEST OF CHINA \"C\" (USD) ACC","LU1251922891.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) ACC","BK1231":"综合性银行","LU0106959298.USD":"UBS (LUX) EQUITY FUND - EMERGING MARKETS SUSTAINABLE LEADERS (USD) \"P\" (USD) ACC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU0314109678.HKD":"MANULIFE GF DRAGON GROWTH \"AA\" (HKD) INC","IE00BYV24P56.USD":"GUINNESS EMERGING MARKETS EQUITY INCOME \"C\" (USD) ACC","IE0031814852.USD":"FSSA GREATER CHINA GROWTH \"I\" (USD) ACC","LU1880383440.USD":"AMUNDI FUNDS CHINA EQUITY \"A2\" (USD) INC","IE00BMCWC346.EUR":"GUINNESS EMERGING MARKETS EQUITY INCOME \"C\" (EUR) ACC","BHKLY":"中银香港ADR","LU1282649067.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (USD) INC A","02388":"中银香港","LU0348788117.USD":"ALLIANZ EMERGING ASIA EQUITY \"A\" (USD) INC","LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","LU0067412154.USD":"UBS (LUX) EQUITY FUND -  CHINA OPPORTUNITY \"P\" (USD) ACC","LU0823426480.USD":"法巴中国股票经典Dis","03968":"招商银行","LU0979878070.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"A\" (USD) ACC","LU1960683339.HKD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (HKD) ACC","LU0431992006.USD":"摩根大通新兴市场机会A（acc）","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU0348827113.USD":"ALLIANZ RCM CHINA \"AT\" ACC","IE00B543WZ88.USD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (USD) ACC","LU0287142896.SGD":"Fidelity China Focus A-SGD","LU0880133367.SGD":"UBS (LUX) EQUITY FUND CHINA OPPORTUNITY USD \"P\" (SGD) ACC","IE00BVYPNQ40.USD":"GUINNESS ASIAN EQUITY INCOME \"C\" (USD) ACC","LU1328277881.USD":"MANULIFE GF DRAGON GROWTH FUND \"AA\" (USD) INC","BK1560":"内银股","IE00BVYPNP33.GBP":"GUINNESS ASIAN EQUITY INCOME \"C\" (GBP) ACC","03143":"华夏香港银行股","LU0051755006.USD":"摩根大通中国A (dist)","LU0501845795.SGD":"瑞银大中华区股票基金P Acc SGD","LU0384037296.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AT\" (USD) ACC","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","LU2226246903.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT4\" (HKD) ACC","LU0359201612.USD":"贝莱德中国基金A2"},"translate_title":"Banks gather to settle in Xiaohongshu to unlock new marketing paths","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"82388":0.9,"BHKLY":0.9,"02016":0.9,"02388":0.9,"03968":0.9,"03143":0.6},"content_text":"银行业与社交平台的融合日益深化，小红书已成为这一趋势中的重要阵地。《证券日报》记者梳理发现，除招商银行、江苏银行等较早布局的机构外，近期，浙商银行、大华银行等多家银行机构也相继入驻小红书。据不完全统计，目前，银行总行、业务部门或分支机构在小红书开设的官方账号已超过65个。值得注意的是，与以往侧重金融产品宣讲的传统模式不同，“场景化”成为当下银行在小红书运营的核心打法，各大银行聚焦理财知识解读、市场热点分析，以通俗的语言拆解专业金融内容，并通过互动游戏、福利活动等形式提升用户黏性。苏商银行特约研究员薛洪言在接受《证券日报》记者采访时表示，近期多家银行入驻小红书，本质上是银行业在Z世代崛起背景下，对“社交金融”新生态的集体响应。这不仅是渠道拓展的尝试，更是应对用户代际变迁、重构品牌沟通方式的战略调整。多家银行入驻小红书近日，浙商银行正式官宣入驻小红书，该行小红书官方账号向用户提供幸福指南、财富干货、文旅攻略三类核心内容。在入驻小红书的同时，浙商银行也同步推出宠粉福利活动。此前已入驻的招商银行，在小红书平台上的运营模式更具代表性。其账号除少量产品活动宣传外，更加聚焦生活化金融内容输出，涵盖市场热点解读、理财知识科普、实用理财攻略、信用卡消费优惠等，精准匹配年轻用户的信息需求。江苏银行则借助热点事件进行内容创作运营，依托苏超联赛热度，在小红书推出门票抽签、签名足球抽奖等互动活动，成功实现品牌与用户的情感共鸣。此外，部分银行在小红书平台形成了差异化运营特色，重点聚焦消费者权益保护、金融反诈科普等领域，通过漫画、短视频等生动鲜活的形式，将专业金融知识转化为通俗易懂的内容。除境内银行外，多家跨境金融机构也已入驻该平台。以中银香港为例，该行通过分享品牌动态、解读市场热点、科普金融知识，搭配互动游戏与惊喜福利，持续强化用户参与感。大华银行则另辟蹊径，以艺术为切入点，通过“大华银行与艺术”官方账号构建与用户的深度连接。薛洪言表示，银行抢滩小红书的趋势，折射出银行业数字化转型与营销创新的深层变革：竞争赛道从传统的利率、网点比拼，转向内容种草（通过分享推荐，激发他人对某个商品或事物产生兴趣或购买欲望）与场景营销；营销渠道从单一手机银行App，向全域触点协同延伸；用户运营从单向灌输，升级为情感共鸣，通过官方账号、分支机构及员工账号构建立体营销矩阵，为未来增长奠定基础。积极拥抱数字化转型素喜智研高级研究员苏筱芮对《证券日报》记者表示，小红书原本就沉淀了大量存款、理财、信用卡等生活化金融服务信息，在银行入驻前，这些内容多为用户自发讨论，呈现出碎片化、零散化特征。银行进驻后，能系统化发布金融信息、开展客户交互与答疑，为用户提供权威准确的信息源。这正是银行业积极拥抱数字化转型的具体体现。薛洪言认为，银行在小红书的内容创作，正从产品卖点单向灌输，转向深耕生活场景、打造趣味化表达，这一转型蕴含多重核心考量：一是用户群体深刻变迁，Z世代等年轻群体成为核心客群，他们更渴望价值共鸣、抵触硬性推销；二是适配平台特性，借助小红书独特的社区信任生态，以生活方式为切入点，打破银行刻板印象；三是顺应传播规律，算法推荐机制下，趣味化、场景化内容更易获得自然流量与用户主动互动；四是满足差异化竞争需求，面对海量账号同台竞技，需通过场景化内容塑造独特品牌人格，实现突围。下一步，银行业应如何更好地利用社交平台提升营销效果？对此，薛洪言建议，长期来看，银行与小红书等社交平台的深度融合，需在多维度实现突破：内容上，从同质化转向IP化运营，平衡内容趣味性与专业性，挖掘专业优势打造鲜明品牌形象；场景上，推动金融与日常生活无缝衔接，推出贴合热门话题的专属解决方案；技术上，兼顾合规与创新，依托大数据、AI赋能精准推送与互动；用户运营上，从“涨粉”向“价值共创”升级，构建成长体系，增强用户黏性。苏筱芮表示，银行需在优质内容生产之外，依托平台强交互特性，搭建适配的常态化客服体系，高效响应并解决用户问题、优化体验，最终实现品牌形象、获客效率与用户留存的同步提升。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.10","shortVersion":"4.35.10","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2584390466","isCrawlerRequest":true}

银行扎堆入驻小红书 解锁营销新路径

精彩评论

银行扎堆入驻小红书解锁营销新路径