Core Viewpoint - The article discusses the recent marketing strategies employed by Shangyin Fund, focusing on the promotion of fund manager Chen Bo as a key figure, which has sparked controversy within the industry due to its implications for investor behavior and fund performance [3][6][24]. Marketing Strategy - Shangyin Fund has launched a marketing campaign featuring large advertisements of fund manager Chen Bo in various public spaces, accompanied by the slogan "Invest in funds, choose Chen Bo, the new trendy buyer in the fund industry" [3][6]. - The fund's official social media accounts have initiated a lottery activity encouraging users to engage with the campaign by sharing posts related to Chen Bo [8]. - User discussions primarily revolve around promotional tactics rather than the performance or investment style of the funds managed by Chen Bo, indicating a potential misalignment in investor focus [10][13]. Fund Performance - Chen Bo manages six funds, with only one, Shangyin Future Life Flexible Allocation Mixed Fund, achieving a year-to-date return of 36.36%, outperforming the CSI 300 Index's 20.66% [15][16]. - The performance of other funds under Chen Bo's management has been subpar, with most trailing behind the benchmark index [15][16]. - Several funds managed by Chen Bo are at risk of being liquidated due to insufficient asset size, as multiple funds have net assets below 50 million yuan [18][19]. Regulatory Concerns - The marketing strategy of emphasizing a single fund manager contradicts regulatory guidance aimed at promoting a more team-oriented investment approach and discouraging reliance on star fund managers [24]. - As of the end of Q3, Shangyin Fund's equity product proportion is less than 2%, highlighting the need for the firm to enhance its equity business [24][26].