Invisibility: general consumer goods refer to tangible products, but almost all financial products are five-shaped, which can't be felt with the five senses. By observing its appearance and testing its performance like a physical product, it is impossible to quickly and accurately judge whether its quality and price are reasonable. Because the use value of financial products has no different material attributes, financial products can be "dematerialized" in principle. Because financial products may not have some obvious physical characteristics, they have strong abstract characteristics, which makes financial products have broad imagination space in expansion. Indispensability and universality: Due to the intangibility of financial products, financial institutions need to link various related processes when providing financial products, such as the sales process and service process of financial products, so that financial products are inseparable. Therefore, in the whole marketing process of financial products, we need to pay special attention to the relationship between each link. Difference: Different consumer goods have different use values, so different types of consumer goods are usually irreplaceable or have only a very limited substitution relationship.

Financial products refer to various carriers in the process of financing, including currency, gold, foreign exchange and securities. In other words, these financial products are the trading objects in the financial market. The supply and demand sides form the price of financial products, such as interest rate or yield, through the principle of market competition, and finally complete the transaction to achieve the purpose of financing. Such as stocks, futures, options and insurance policies. It's a financial asset, also called financial instrument, also called securities.