In August, the 2026 Xiaohongshu Content Marketing Awards wrapped up, attracting 399 brands and 490 submitted campaigns that spanned 106 industries. Representing the asset management sector, Wang Jun, Vice President of E Fund Management, was invited to serve as an external professional judge for this year's awards, joining other experts from brands, marketing agencies, and platforms in the evaluation process.

The way young people seek financial information is gradually shifting, with a growing number turning to Xiaohongshu to search for topics like "how to buy mutual funds" or "what is an ETF." However, financial products differ significantly from everyday consumer goods—they require specialized knowledge and involve long decision-making cycles. When not explained clearly, they risk being either misunderstood or met with skepticism that prevents action.

In recent years, Xiaohongshu has been moving toward more professional content, collaborating closely with financial institutions like E Fund Management to co-create material. For instance, in 2026, the two parties jointly launched the "Young People's Wealth Management Awards" initiative, which uses relatable, everyday language to explain financial concepts, making them accessible and practical for ordinary users.

This year's awards incorporated long-term brand perception, user growth, and AI applications into its criteria, signaling that the standard for effective "seeding" is evolving from single-campaign reach to sustained user relationships and long-term value accumulation. For the wealth management industry, content is no longer a one-off touchpoint; it demands continuous engagement with users, consistently translating complex expertise into clear, ongoing communication.

Wang Jun noted, "In wealth management, the value of content lies not just in gaining attention, but in helping users build understanding and form sound judgments. Effective 'seeding' should start from real needs, converting professional expertise into content that users can comprehend and apply, thereby cultivating long-term trust through continuous engagement. We look forward to exploring further with Xiaohongshu and more partners to ensure that rational, long-term, and diversified investment principles reach more people naturally."