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].