Author |What a reason.
The property market policies around the country have given a lot, is it suitable to buy a house now, or continue to wait and see?It is said that the **low** win rate is high, is now a good time to enter the market?How much reference does Japan's history have for us in terms of the future?
You will frequently hear about these topics at various financial forums this year. But believe me, these topics are much more popular than just the professional finance sector. Go to any dinner or party, ask any of the above questions, and the atmosphere will be warm up immediately.
This is actually a somewhat "abnormal" phenomenon. Usually, financial topics come across as very sophisticated, and only professionals are keen to discuss them. But nowadays, the topic of finance has not only become the talk of the general public, but many people also want to understand the macro changes in order to calibrate their personal choices. Why the hell is that?
When the topic of finance is popularized.
The essence of the public's attention to financial topics is that they need certainty.
In a complex and ever-changing environment, people need to be more careful when making decisions related to work and life. A middle class whose main income is wages will hesitate between "high consumption" and "increased savings". The development of different industries comes and goes, whether it is personal employment or choosing a major, it takes wisdom to find a track that meets the "general direction". Also, when the "wealth appreciation" attribute of the house gradually weakens, people also want to find a new place for their money.
This is also why Hu Xijin has such a high degree of attention. The public wants to understand from his practice whether the investment logic of "equity replaces the house" is valid, and whether "3000 points and above" is really a good window.
In the exchange of the 2023 Sohu Finance Annual Forum, Hu Xijin revealed that he "entered the market at 3144 points, and rose to 3300 points as soon as he entered". Although it has fallen now, I still have confidence in **, and firmly said, "I don't believe that ** will not return to 3200 points, as long as I get to that point, I will make money in an instant."
While the public is eager for financial content, the prosperity of self-prosperity has also made financial content unprecedentedly "grounded". On social networks, topics such as "recognising housing but not loans" and "registration-based reform" often attract a large number of financial bloggers to interpret. The "short slices" of various celebrities will also be widely spread on social media. True Detective noticed that just the content of "Hu Xijin insisted that he would definitely be able to return to 3200 points" had many accounts on social **, and the discussion in the comment area was also very hot.
In general, the "popularization of financial content" is the result of the simultaneous explosion of the demand side and the supply side, which complement each other. But this outbreak has also brought its own problems. There is a threshold for financial content, the public lacks professional discernment, and the supply side is mixed, with second-hand information and even misinformation often circling around. The industry needs more and more professional financial opinions, and needs a more vocal platform to disseminate these views.
Why the Financial Forum is more needed now.
The financial forum is not only a "gathering place" for professional opinions, but also a "communication field" with a large voice. Since the beginning of this year, there have been many financial forums that have made a splash in the field, and their organizers are not only universities, "academic schools" such as finance and economics, but also Internet platforms with public influence such as Sohu.
Different organizers have different resource advantages and focuses, but these financial forums have many commonalities. For example, the guests are all industry experts or influential celebrities, and the agenda is time-sensitive and close to the direction of public concern.
Taking the 2023 Sohu Finance Annual Forum as an example, this forum not only invited Jia Kang, a distinguished expert of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) and founding dean of the Huaxia Institute of New Supply Economics, Yin Jianfeng, chief economist of Zheshang Bank and professor of the University of International Economics, but also big names from VeriSilicon, China Resources Beer, Miaokeland and other enterprises, as well as senior people such as Hu Xijin.
While focusing on professionalism, the forum also pursues "closeness" on the agenda. For example, in the context of "short dramas" becoming a hot spot in the industry, Zhang Chaoyang is optimistic about the development of the short drama market, Hengdian short dramas, actors' salaries and other topics have been on the hot search. Hu Xijin's speech on the development of ** and micro-short dramas has given rise to a number of hot topics, which have been further disseminated on Weibo, Zhihu and other platforms.
Hu Xijin, a senior ** person, Source: Sohu Finance.
This is also the unique feature of the Financial Forum. Although it is the same gathering of think tanks and influencers, financial forums are more likely to produce topics with both professionalism and public influence than various "seminars". In addition, in the warm atmosphere of the forum, the speeches and interactions of the guests will be more interesting, which can become the material for follow-up communication.
For example, in the "economic fun talk" session around "do ordinary people still want to buy a house", Meng Xiaosu, the former head of the national housing reform research team and the former chairman of China Real Estate Group, contributed a number of wonderful scenes - talking about rumors of vacant houses, Meng Xiaosu bluntly said that "some people talk nonsense at a glance". When talking about the pressure faced by young people with low incomes to buy a house, Meng Xiaosu also gave a pragmatic suggestion that "affordable housing should be considered".
Meng Xiaosu, former leader of the National Housing Reform Research Group and former chairman of China Real Estate Group Source: Sohu Finance.
As dismantled above: on the demand side, topics like buying a house are of concern to everyone, but there is a high threshold for interpreting policies and future trends. Focusing on specific topics, professionals can output their opinions on specific topics, which is an effective way to narrow the information gap.
On the supply side, the first era has brought a hundred flowers of content, but the current ** field actually needs some "centralized" communication. "Offline forum + online live broadcast - real-time release of text reports and short**-social** derivative discussions" is a typical "centralized" communication path. Compared with scattered communication without an "agenda", the "centralized" communication path can better ensure the accuracy of information and the credibility of opinions.
Whether it is to narrow the information gap or complete centralized communication, the financial forum is a suitable carrier. And Sohu, which has been invested in this area for a long time, is an existence worth studying.
Sohu "snowball".
For universities and majors, holding financial forums is more like an "internal matter". But Sohu is an Internet company, and it has a more diverse starting point for holding financial forums.
Whether it is an expert or an expert or a business leader, the guests attending the financial forum is a "two-way choice" process, as a company that has come from the portal era, Sohu has a deep accumulation in the first business. This accumulation is the most influential and appealing power of Sohu in the financial field.
But the particularity of Sohu does not stop there. In fact, the Sohu Finance Annual Forum started in 2009 with the Sohu Entrepreneur Forum, which has long been Sohu's annual brand event. However, judging from the live situation and subsequent fermentation of this year's forum, this is not a traditional forum, it has more new attributes, and is closer to the current Internet environment and environment.
In short, for Sohu, holding a financial forum is not a "fixed action", but closer to a kind of "content innovation marketing" and a "marketing IP".
This is brought about by Sohu's Internet genes. In addition to the Sohu Finance Annual Forum, Sohu has had a lot of practices in content innovation marketing in recent years, such as "Zhang Chaoyang's Physics Lesson", "Dialogue under the Stars", Sohu Wine Industry Annual Forum, Sohu News Marathon and other IPs are all examples.
Taking "Zhang Chaoyang's Physics Lesson" as an example, this IP has built a "bridge" between physics and the public, and the live broadcast has not only been recognized by professionals in the physics field, but also gained the enthusiasm of the majority of viewers - the former has been doing research in the ivory tower for a long time, and they are happy to see the difficult subject of physics being known by more people;The latter will be piqued by popular film and television works such as "Oppenheimer", and "Zhang Chaoyang's Physics Lesson" takes on their curiosity in a way that the public likes to see.
Zhang Chaoyang's Physics Lesson".
Whether it is an online live broadcast or an offline forum, Sohu has cleverly found a balance between public demand and professional output, and can always "adapt" this "balance" to the Internet environment. It's a lower-level capability. The Sohu Finance Annual Forum is not an "isolated" event, it is continuously held in different industry environments, and the Internet temperament shared between it and other IPs should be regarded as the result of Sohu's "snowball".
"Popularization of financial topics" is the appearance, and the general environment has changed is the substance. And change often breeds opportunities, which will give new value and connotation to traditional carriers. The Financial Forum is a typical example, and Sohu, which successfully held the annual Financial Forum and created a series of innovative content IPs, has clearly seen many changes.