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].

Core Viewpoint - The marketing strategy of Shangyin Fund, which features the image of fund manager Chen Bo, has drawn criticism for being perceived as "fan culture" marketing, raising concerns about the focus on short-term performance rather than long-term investment strategies [1][4][7]. Group 1: Marketing Strategy - Shangyin Fund's advertisements in Shanghai, including on public buses, have sparked public debate due to their simplistic messaging and the use of the fund manager's photo [2][4]. - Critics argue that such marketing tactics do not educate investors about the products and may lead to irrational investment decisions [4][6]. - Industry insiders note that many fund companies utilize similar marketing strategies, indicating that Shangyin Fund is not alone in this approach [5][6]. Group 2: Fund Manager Performance - Chen Bo's short-term performance has been questioned, despite his long-term track record being commendable [8]. - Over the past three years, Chen Bo's funds have achieved a return of 34.77%, outperforming the CSI 300 index's return of 33.00% [8]. - As of the third quarter, the total assets under Chen Bo's management increased to 791 million yuan, up from 744 million yuan in the previous quarter [9]. Group 3: Regulatory Context - The China Securities Regulatory Commission has emphasized the importance of long-term performance assessments for fund managers, with new regulations requiring that long-term performance metrics account for at least 80% of evaluations [9]. - The marketing practices of fund companies must comply with existing regulations, which prohibit misleading claims about fund performance [6][9].

Core Viewpoint - The recent collective rights protection incident involving Xiaomi's SU7 Ultra has highlighted the gap between marketing and actual product delivery, raising concerns about the fragility of the "entrepreneurial IP" strategy employed by the company [2][3] Group 1: Product Controversy - Hundreds of prospective owners of the Xiaomi SU7 Ultra have united to demand refunds, citing discrepancies between the advertised features and the actual product [2] - The controversy centers around the "carbon fiber dual air duct front hood," which was marketed as enhancing aerodynamics and cooling but was found to serve primarily a decorative purpose after customers paid an additional 42,000 yuan [4][7] Group 2: Company Response - In response to the backlash, Xiaomi apologized and acknowledged that their information was not clearly communicated, offering compensation options that included switching to a standard aluminum hood or receiving 20,000 loyalty points (approximately 2,000 yuan) [7] - However, customers expressed dissatisfaction with the compensation, as switching hoods would require a wait of 30-40 weeks, and the offered points were significantly less than the additional fee paid [7] Group 3: Legal and Market Implications - Legal experts have indicated that Xiaomi's promotional practices may have violated advertising laws, potentially constituting false advertising, which could lead to full compensation claims from consumers [9] - The incident underscores the difference between marketing strategies in consumer electronics and the automotive industry, where product reliability and safety are paramount, and consumers are less forgiving of perceived dishonesty [9][11] Group 4: Marketing Strategy Critique - The focus on building an "entrepreneurial IP" around founder Lei Jun has led to a disconnect between marketing and product quality, risking long-term consumer trust [11] - The automotive sector's competitive landscape requires a shift from a purely marketing-driven approach to one that emphasizes genuine product value and reliability [11]