上银基金“花美男”营销，搞“饭圈”能补业绩短板？

Core Viewpoint - The article discusses the recent marketing strategy employed by Shangyin Fund, which features a "flower boy" advertisement campaign centered around fund manager Chen Bo, highlighting the challenges faced by the fund's equity products in terms of performance and scale [4][21]. Summary by Sections Marketing Strategy - Shangyin Fund has launched a large-scale advertising campaign in Shanghai, featuring fund manager Chen Bo with the slogan "Invest in funds, choose Chen Bo," aiming to attract attention through a celebrity-like approach [4][6]. - The campaign encourages social media engagement, with users sharing posters for a chance to win prizes, although discussions about fund performance are minimal [6][23]. Fund Performance - Chen Bo has managed several funds since joining Shangyin Fund in 2016, with the largest and best-performing being Shangyin Xinda Flexible Allocation Mixed A, which has a total return of 73.83% over 5 years and 272 days [8][18]. - Despite a high stock allocation of 84%, the fund's holdings are highly diversified, with the top two stocks only accounting for 3.21% and 3.17% respectively, leading to lower returns compared to benchmarks [10][14]. - Year-to-date, the fund has achieved a return of 19.12%, which is lower than the CSI 300 index and 6 percentage points below the average of its peers [14][17]. Fund Scale and Challenges - As of September 30, Shangyin Fund's total management scale reached 251.5 billion yuan, but the equity product scale is only 3.2 billion yuan, representing just 1.29% of the total [26][28]. - Four of the six funds managed by Chen Bo are at risk of being liquidated due to their net asset values falling below the regulatory threshold of 50 million yuan [20][21]. Regulatory Environment - The article highlights the regulatory push against the "star fund manager" phenomenon and emphasizes the importance of research capabilities over marketing gimmicks [24][32]. - The recent marketing approach by Shangyin Fund is seen as a response to the pressure of maintaining competitiveness in a market dominated by larger firms, but it contradicts regulatory guidelines [25][34].