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East Money Information
How did East Money become China’s fintech super app?
The company scaled from a financial portal into a dominant fintech ecosystem by merging community, brokerage and wealth services during 2024–2025 volatility, capturing record new retail accounts and converting traffic into transactions.
Its sales and marketing strategy centers on a traffic-to-transaction funnel: content-led user acquisition, community engagement to boost retention, personalized data-driven cross-selling, and brokerage conversion through seamless in-app journeys.
Key tactics include social features, influencer-led content, targeted push campaigns, and product bundling; see East Money Information Porter's Five Forces Analysis for related strategic context.
How Does East Money Information Reach Its Customers?
Sales Channels combine a digital-first architecture anchored on the East Money App and Tiantian Fund platform with a light physical footprint, enabling high-efficiency onboarding and market reach across retail and institutional clients.
Digital-first distribution
The East Money App and Tiantian Fund drive primary customer acquisition and transactions, with Tiantian accounting for 15–18% of non-貨幣 fund retail sales volume in China as of mid-2025.
Light physical network
Unlike traditional brokers, the company maintains minimal branches and focuses on digital onboarding to sustain an operating margin often exceeding 60% in core segments.
AI-driven advisory
Wealth Management 3.0 integrates AI advisory and personalized recommendations into the sales funnel to increase conversion and AUM retention across retail cohorts.
Institutional expansion
In 2025 the institutional sales desk and specialized trading terminals target SME private equity funds, complementing retail dominance and diversifying revenue streams.
Omnichannel integrations with major banks and payment platforms streamline flows from content to trade, improving conversion rates and lifetime value while reinforcing the East Money Information strategy across touchpoints.
Channel performance highlights
Key metrics and channel features that define the East Money sales strategy and marketing approach.
- Tiantian Fund share of non-貨幣 retail fund sales: 15–18% (mid-2025)
- Core-segment operating margin: often above 60%
- Digital onboarding reduces branch-driven costs versus traditional brokers, improving unit economics
- Strategic integrations with Alipay and WeChat Pay enable near-instant settlements and higher conversion
See related corporate context in Mission, Vision & Core Values of East Money Information for alignment between sales channels and broader East Money marketing strategy.
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What Marketing Tactics Does East Money Information Use?
East Money’s marketing tactics center on content-driven lead generation via its Guba community and AIGC tools, driving organic traffic and lowering CAC while increasing user stickiness through personalized market content and live engagement features.
Content-first acquisition
Guba, China’s largest online stock community, produces millions of daily posts that feed organic search and referrals, reducing paid CAC versus peers.
AIGC personalization
In 2025 the company rolled out AIGC summaries and automated technical analysis, increasing average session duration and in-app retention.
Data-driven segmentation
Behavioral signals (searches, clicks, watchlists) enable hyper-personalized cross-selling across products such as Tiantian Fund interfaces.
SEO and SEM dominance
Optimized content and paid search campaigns secure top rankings on Baidu and Douyin for financial keywords, driving scalable organic and paid traffic.
Live Trading Rooms
Verified analysts host real-time commentary during volatile sessions; engagement spikes reported with up to 30% higher minute-by-minute activity in 2025 pilots.
Thought leadership sponsorships
Frequent sponsorship of financial forums and academic summits reinforces positioning as an authoritative financial information provider.
Marketing Tactics — Operational Details
East Money leverages integrated tactics to convert community activity into product sales and higher lifetime value while keeping customer acquisition efficient.
- Lead generation: Organic community posts + AIGC summaries reduce CAC; company data shows community-driven referrals account for a majority of new retail sign-ups in 2024–2025.
- Personalization: Users flagged for interest in dividend strategies are targeted via Tiantian Fund placement and tailored push notifications, increasing cross-sell conversion rates.
- Engagement metrics: AIGC content and Live Trading Rooms increased average daily time-on-app and DAU stickiness during 2025 market events.
- Search strategy: SEO/SEM focus captures high-intent queries; displacement of competitors on Baidu search results for top financial terms remains a core tactic.
- Partnerships: Sponsorships and research summits bolster credibility and support B2B sales channels and institutional client trust.
- Measurement: Marketing ROI tracked via cohort LTV/CAC, conversion funnels from Guba to Tiantian Fund, and engagement uplift during Live Trading Room sessions.
Related reading: Target Market of East Money Information
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How Is East Money Information Positioned in the Market?
East Money positions itself as the 'Brokerage for the Digital Native,' prioritizing transparency, accessibility, and community while equipping individual investors with institutional-grade tools and data.
Target Audience
Focuses on post-90s and Gen Z investors; these cohorts accounted for over 40% of new account openings in 2025, driving product and UX priorities.
Visual Identity
Consistent red and gold palette across mobile, web and corporate communications reinforces prosperity symbolism and recognizability in China’s retail market.
Tone of Voice
Egalitarian and tech-forward messaging contrasts with legacy brokers’ exclusive tone, supporting community-led engagement and social features.
Unique Selling Proposition
'One-Stop-Shop' experience integrates social discussion, analytics and trade execution on a single platform to reduce friction in the investor journey.
Product and UX Focus
Continuous UI/UX investment and mobile-first design keep conversion rates high; mobile trading represented a majority of active sessions in 2025.
Pricing Strategy
Aggressive fee reductions and promotional pricing are used defensively to protect market share against new entrants and to support customer acquisition.
Community and Content
Content-driven engagement and peer discussion feed lead-generation and retention; content tools emulate institutional research for retail users.
Brand Protection
Active reputation management and rapid product iteration maintain the 'Most Innovative Fintech Firm 2025' positioning in industry coverage.
Acquisition Channels
Mix of organic content, social features and targeted digital ads drives scale; referral and in-app virality lower customer acquisition cost year-over-year.
Competitive Positioning
Positions vs legacy brokers by offering institutional analytics to retail users; see analysis of peers in Competitors Landscape of East Money Information.
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What Are East Money Information’s Most Notable Campaigns?
Key campaigns have driven user growth and product adoption, notably seasonal festivals and investor-education initiatives that combined discounts, live streams, and AI tools to boost DAU and AUM.
818 Wealth Management Festival
The annual 818 festival scaled to its peak in August 2025, offering fee discounts, premium research access, and red packet incentives for fund subscriptions, driving mass participation.
AI-First Investor Education
In 2025 the AI-first campaign deployed interactive modules to clarify risk profiles, improving regulator credibility and increasing average AUM per user by 15%.
Zero-Barrier Entry
Launched during 2024 market recovery phases, account opening was reduced to under three minutes, capturing the majority of the older 'Silver Hair' demographic migrating from branches.
Multi-channel Live Commerce
Campaigns combined Xiaohongshu viral challenges with live-streamed investment marathons featuring top fund managers, amplifying reach and engagement across the ecosystem.
The 2025 818 event recorded over 50 million active participants and a 25% DAU uplift across the platform, showcasing the effectiveness of blended social, live and incentive-led tactics.
Participant Scale
818 reached more than 50 million participants in 2025, comparable in scale-effectiveness to major e-commerce festival models.
DAU Impact
Day-over-day engagement rose by 25% during the 818 peak, improving cross-selling and retention across financial information and fund distribution products.
AUM Uplift
AI education efforts correlated with a 15% increase in average AUM per user in 2025 as retail investors committed larger allocations.
Channel Mix
Combining social platforms like Xiaohongshu, in-app live streaming, and research gating maximized conversion funnels and organic virality.
Regulatory Alignment
Investor protection-focused content enhanced regulator relations and reduced compliance friction for product promotion and distribution.
Customer Acquisition
Zero-Barrier onboarding captured high-retention segments, notably older investors, improving lifetime value and reducing offline branch dependency.
Campaign Metrics & Learnings
Key quantitative outcomes demonstrated how integrated sales and marketing tactics translate to measurable business results; metrics guided iterative campaign planning.
- 818 participation: 50 million+ attendees in 2025
- DAU increase during 818: 25%
- Average AUM per user uplift after AI campaign: 15%
- Account opening time reduced to under three minutes, boosting senior adoption
For detailed strategic context and how these campaigns fit into the broader East Money Information strategy, see Growth Strategy of East Money Information
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