A group of beauty group posters with Dongxing Securities Corporation Limited(601198) (601198. SH) logo recently triggered a heated discussion on the Internet. In the poster, several female employees show their beautiful legs in Christmas themed clothes, and leave their names, QQ numbers and other personal information.
In response, netizens said: “is the financial industry so voluminous now?” “Institutions are oriented to professional investors, and what they advertise should be professional.”
A female researcher of a securities company did not agree with the comment of netizen “inside the industry”. She told the interface news: “selling by beautiful legs is not the ‘inside volume’ of the financial industry, but with a low industry lower limit. Even if you want to compete, you can compete with excellent directions and make better products and marketing.”
On December 24, Dongxing Securities Corporation Limited(601198) issued a statement on this matter: after verification, the group photo was taken by individual personnel of the bond business headquarters at their own expense, attached the company logo and other contents without authorization, and posted it in the personal wechat circle of friends.
Dongxing Securities Corporation Limited(601198) said that after the company found it, it had immediately asked relevant personnel to delete and take back relevant photos. The company has required relevant personnel to regulate their personal behavior and take accountability measures for such misconduct.
On December 24, 2021, China Securities Association announced the evaluation results of corporate bond business practice ability of securities companies in 2021, and Dongxing Securities Corporation Limited(601198) was rated as a.
The marketing method of relying on beautiful women is not the first in the financial circle. Previously, Yongchang futures made the beautiful photos of 7 female employees into a 2022 Taiwan calendar, which also triggered a heated discussion.
In fact, the CSRC has clear norms on the public speech of the staff of securities companies.
In November, in the institutional supervision circular issued by the CSRC, the CSRC made requirements for the staff of securities companies to make public statements, mentioning that they should not be “vulgar”, “wear strange clothes” and “attract people’s attention”.
The Dongxing Securities Corporation Limited(601198) employees stepped on the red line of “strange clothes” when they showed their long legs in “Christmas clothes”.
Liu Jin, an associate professor of the school of media at the University of the Chinese Academy of Social Sciences, said that securities companies rely on beautiful photos to attract attention, “In the past ‘female sexual objectification’ phenomenon, women exist as passive objects. In this event, if women voluntarily shoot and display sexy images, it seems that women voluntarily internalize men’s sexual consumption perspective into their own standards and actively cater to it, so as to achieve the purpose of killing two birds with one stone: on the one hand, win men’s attention to entertain themselves or enhance self-identity; on the other hand Face other same-sex demonstrations and let yourself stand out in the competition of secular sexy beauty. ” Liu Jin said.
(interface News)
