On December 24, Dongxing Securities Corporation Limited(601198) a group of bookkeeping publicity photos became popular on the Internet. The five young and beautiful girls in the photo are not members of the "women's League". They are all from the Dongxing Securities Corporation Limited(601198) bond underwriting team.
There are two sets of theme shapes in this group of photos. In addition to professional clothes, there is another set with a festive atmosphere. The latter has also become the focus of controversy.
On social media, the discussion on this group of photos was very heated. Some people think that photos are pleasing to the eye, and the original intention is to bless the festival. It's understandable to advertise by the way. But there are also more views that "it is difficult to see that they are serious investment bankers." Some netizens exclaimed, "it's really a business volume!"
In the era of "selfie is the leader and traffic is the king", even in the securities industry of "winning with talent", it is not uncommon to play the "selfie card" in the medium frequency of publicity and promotion. But this can not help worrying about whether it is appropriate to overemphasize "eye absorption" and lead to excessive entertainment in the industry? Some securities compliance people believe that it is really worth considering whether the financial exhibition industry is suitable for this form.
At present, the regulatory level has taken the lead in defining a clear red line in the live broadcasting field. In the institutional regulatory circular recently issued by the CSRC, it is mainly mentioned that "it is not allowed to be vulgar, exaggerated, fancy clothes and attract people's attention".
controversy caused by a group of photos
"I'm not really helping them with publicity, but I really have high appearance, wealth management and both talent and appearance." A financial V forwarded this group of photos of Dongxing Securities Corporation Limited(601198) and commented. Some netizens commented, "I wish you a happy holiday and make an advertisement by the way. It's very good."
However, more voices are full of doubts. "It's hard to see that these people are serious investment bankers." Some netizens reluctantly said, "it's really a business volume!"
In this regard, some people in the industry commented to reporters that the popularity of publicity photos has won in "traffic absorption", but the impact may be mixed.
how to balance eye care and professionalism?
"Beauty sales", "beauty investment consultant" and "beauty analyst"... Behind the labeling, there is traffic and controversy.
A securities firm compliance person believes that it may be normal to put it in other industries, but the securities industry has its special professional attributes. "Whether such eye-catching publicity will have excessive entertainment tendency, and whether the financial exhibition industry is suitable to be carried out in this form? These are topics worthy of discussion."
Insiders said that it is an indisputable fact that securities companies pay more and more attention to the beauty of the sales team. Within securities companies, it is not uncommon for debt financing, fixed income and other departments to adopt "beauty tactics".
In addition, in recent years, many of the seller's research institutes and investment advisory teams have focused on depicting the "high beauty" of the team in their external publicity. However, most of the shapes in these publicity photos are professional clothes. In addition to "pleasing to the eye", they also balance professionalism.
For example, Jiang Peishan, a bond analyst at Haitong Research Institute, once led her team to brighten her appearance. She mentioned in her public article "just 30, thank you, start again" on February 10, 2021, "Different from other fixed income teams, our team is currently composed of all women (of course, our team will continue to grow and boys will join in the future) Among them, there are post-80s, post-90s and even post-95s. The high proportion of women also benefits from the company's culture of not talking about heroes based on sex: the proportion of female analysts in Haitong is higher than the average level. In 2019, the male to female ratio of analysts who signed up for the evaluation of new wealth was 7:3, while the male to female ratio of Haitong was 6:4. "
Jiang Peishan said that women pay more attention to long-term strength. The advantage of women in seller research is that they are good at listening and expressing, meticulous and resilient.
the regulation makes it clear that live broadcasting by securities companies shall not be strange and eye-catching
Although at present, the regulatory level has not issued clear regulations on the visual presentation of the sales team of securities companies. However, in the field of live broadcasting, relevant bans have been issued recently, focusing on the prohibition of vulgarity, exaggeration, strange clothes and eye-catching.
In November, in the notice on institutional Supervision issued by the CSRC, the CSRC made clear regulations on the public speech of the staff of securities companies.
On the one hand, it is prohibited to carry out stock recommendation such as investment variety selection and portfolio promotion by means of live broadcasting; On the other hand, the staff of securities companies should maintain an objective and professional attitude when making comments through webcast and other forms, and mainly focus on the macro aspects such as economic situation analysis, market change comments, economic data interpretation and so on.
According to the requirements of the CSRC, securities companies shall strictly comply with the following requirements when carrying out relevant live broadcasting activities:
First, ensure that information sources are legal and compliant, and research methods are professional and prudent;
Second, stick to the professional image, do not use vulgar, exaggerated, inductive and inflammatory titles or terms, do not attract people's attention by means of strange clothes and live broadcasting in special places, and do not blindly follow the trend, hype and follow others, blindly chase market hot spots and attract attention;
Third, carefully evaluate the possible impact of relevant public statements on the market, consciously maintain the normal order of the market and prevent inducing and exaggerating extreme emotions; Fourth, give full play to professional advantages, guide the market to establish the concept of long-term investment, value investment and rational investment, and promote the stable and healthy development of the market.
(Financial Associated Press)
