Core Viewpoint - The marketing strategy of Shangyin Fund, which promotes fund manager Chen Bo as a trendy figure, has sparked industry concerns about the "idolization" of fund managers and the potential risks associated with such marketing tactics [1][3][5]. Marketing Strategy - Shangyin Fund's marketing campaign focuses on creating a personal brand for Chen Bo, utilizing offline advertisements in key areas of Shanghai and online engagement through social media platforms like Xiaohongshu [3][5]. - The campaign has received mixed feedback, with users more interested in promotional giveaways than in the actual investment strategies or performance of the funds [3][5]. Performance and Risks - Chen Bo manages six funds, with most of them having assets under management below 50 million yuan, putting them at risk of liquidation [1][10][13]. - Year-to-date performance shows that only one of Chen Bo's funds has outperformed the CSI 300 index, while the others have significantly lagged behind [10][11]. Industry Context - The trend of "star-making" in the fund industry is not new, with previous examples like Wang Zonghe from Penghua Fund, whose performance ultimately disappointed investors [7][8]. - Regulatory bodies have emphasized the need for fund companies to move away from reliance on star fund managers and focus on a more integrated investment research system [9][14]. Structural Challenges - Shangyin Fund faces significant challenges in its equity business, with equity products accounting for less than 2% of its total assets under management, indicating a heavy reliance on fixed-income products [14][15]. - The fund's struggle to attract and retain talented equity fund managers reflects broader issues within bank-affiliated fund companies, which often prioritize lower-risk products [14][16].