The phenomenon of "selling dog meat with sheep's head" is constantly banned.
Source | Jumei
Author | Poetry Poetry
Some time ago, Li Jiaqi 's comeback live broadcast became a big news in the industry. The circle of friends was as lively as the New Year, and many people rushed into the live broadcast room to support it. Without any preheating and promotion, Li Jiaqi's re-broadcasting results were achieved with a sales of over 63.52 million views and 127 million in 2 hours.
It can be said that as the only one among the "Four Kings of Super Head Anchors" who is still active in front of the stage, Li Jiaqi is not only a host of goods, but also a "golden sign" recognized by fans. Li Jiaqi's product selection has become a guarantee of a certain quality + super high cost performance. As long as the product is equipped with the logo "Li Jiaqi Recommended" is marked, it can achieve higher sales.
Therefore, in addition to many brands working hard to cooperate with Li Jiaqi's live broadcast room, many merchants have also had bad intentions and arbitrarily used the name of "Li Jiaqi's recommendation" in product promotion and sales, and carried out false propaganda to make profits.
For example, recently, the Baiyun District Market Supervision and Administration Bureau of Guangzhou City announced a batch of administrative penalty information on intellectual property rights. Among them, the "Secube" flagship store established by Guangzhou Zhuangfu Cosmetics Co., Ltd. on the Tmall platform unauthorized the words " Viya recommendation" and "Li Jiaqi recommendation" on the products for sale. He was fined RMB 200,000 for his illegal advertising.
pictures are from the false propaganda behavior of
of Guangzhou Municipal Supervision Bureau, which is not an isolated case. Jumei reporters found that on e-commerce platforms such as Tmall, Taobao, and Pinduoduo, there are many products that use "Li Jiaqi's recommendation" as a marketing gimmick.
Recommended by Li Jiaqi? It is entirely up to P picture
It is understood that on the Tmall platform, the product types that include "Li Jiaqi's recommendation" are very wide, involving toiletries, skin care products, makeup, facial masks, conditioner , etc.
These merchants also showed the evidence of "Li Jiaqi's recommendation" in particular, and posted the "on-site" pictures of the live broadcast room selling goods on the product page. A user of Xiaohongshu once shared that when purchasing bubble wax, Taobao apps were full of "Li Jiaqi recommendations", but in fact, many products have never cooperated with Li Jiaqi's live broadcast room, and the effects are presented through photo editing technology.
hair care products claimed to be "recommended by Li Jiaqi" (pictures from Taobao app)
, and the image processing technology of merchants that is "hard to distinguish between true and false" has also received feedback on sales. We can see that the monthly sales of these falsely advertised products are not low, with a minimum of 100+ and a maximum of 9000+. This also shows that the words "Li Jiaqi recommends" have indeed brought a lot of traffic to the product.
In addition, many skin care products also adopt the same routine. For example, the Renhe Cleansing Mask and Southern Union Whitening Facial Cleanser sold in unofficial flagship stores use the image of Li Jiaqi's live broadcast room on the product page. In response, the Taobao customer service of Renhe Cleansing Mask store said that the two parties have cooperated, and the reporter did not find any information about Li Jiaqi recommending this product on Li Jiaqi's official account and public source, and the same is true for Southern Union Whitening Facial Cleanser.
Renhe Cleansing Mask (left), Southern Union Alliance Whitening Facial Cleanser (right) (Picture sourced from Taobao app)
Another example, Baiyunshan Whitening and Freckle Removal Mask, in addition to suspected of being produced by OEM, may also be suspected of false propaganda. On Taobao, one of the products also uses the poor photo editing method, claiming that it is "recommended by Li Jiaqi", but Li Jiaqi's live broadcast room has not recommended this product.
pictures are from Taobao app
Most of the products are sold through unofficial channels. Perhaps because the image processing technology is not up to date, their sales are not optimistic. Despite this, impersonating Li Jiaqi's name is becoming the main marketing method for these unknown online stores.
"selling dog meat with sheep's head", but the user complaints are fruitless?
In fact, before the "Secret Cube" flagship store was fined by the regulatory authorities, many consumers had already complained about this phenomenon of "selling dog meat with sheep's head".It is understood that on the Black Cat Complaint platform, many netizens have initiated false propaganda accusations of some "Li Jiaqi recommended" products on sale on e-commerce platforms.
As early as November last year, netizens complained about Taobao and Tmall merchants. The netizen said that a product called "Li Jiaqi recommends uuny lip oil" on Taobao platform should be the original packaging name "unny lip oil". After purchasing the product and finding the problem, the buyer promptly gave feedback to the merchant, but never received a reply. The netizen felt deceived: "Selling pirated products mislead consumers" and "Is it too much to sell dog meat under the guise of sheep?"
screenshot from the Heimao Complaint Platform
As of now, the "uuny lip oil" involved in the complaint case is still sold in a Tmall store called "Ji Qian Cosmetics Flagship Store" (101,000 fans). The monthly sales of products are 100,000, even exceeding the monthly sales of genuine unny lip oil.
screenshot from Taobao official website
In addition, "Jiqian Cosmetics Flagship Store" also includes other "Li Jiaqi recommended" products, including face towels, mascara, eyebrows powder , blackhead removal nose patch , etc.
Another netizen also shared a similar shopping experience. He purchased sunscreen with "Li Jiaqi's recommendation" in a Pinduoduo store called "Pinkeshang Beauty Store" (now 42,947 followers). However, after verification by netizens, this sunscreen does not have the special Chinese makeup logo, but is an ordinary cosmetic product. Because the product was suspected of false advertising, the netizen filed a claim for compensation from the merchant.
screenshot from Heimao Complaint
This complaint is also in the sea. The false propaganda sunscreen involved in the lawsuit is still sold on Pinduoduo, and the total order volume of this product has reached 100,000+ pieces.
pictures are from Pinduoduo
and other products want to "overlap double-layer buff". For example, a netizen accused of buying fake products on the Black Cat Complaint Platform. The netizen said that out of trust in the celebrity who brought goods, he bought a shampoo on Taobao with the words "Recommended by Dad Wei" and "Recommended by Li Jiaqi". This product focuses on anti-dandruff and anti-itchiness, but not only does it have no effect after use, but it has hair follicle acne. Netizens speculated that the product was falsely advertised under the name of Mr. Wei and Li Jiaqi.
screenshot from Heimao Complaint Platform
From the case perspective, the amount of these lawsuits is not high, basically around a few dozen yuan, but the platform and merchants, as the object of complaints of netizens, have never responded to these demands. It should be said that the lack of supervision of the platform in terms of false propaganda has also contributed to the continuous occurrence of similar phenomena to some extent.
uses the portraits of celebrities/popular people to falsely promote it. Isn’t it strange?
There are many cases where merchants conduct false propaganda through portraits of celebrities and celebrities. Many unknown shops always sell false propaganda products on the platform with a lucky mentality, and even some brands with a certain degree of popularity are also envious.
However, once this illegal act is exposed, a large amount of compensation will be paid, and the consumer's trust will be lost and the user's brand "blacklist" will be included in the user's brand.
Recently, the second instance legal documents for the portrait rights dispute between female star Angelababy and Guangzhou Xinshunrong Technology Co., Ltd. and Guangzhou Ailian Cosmetics Co., Ltd. were made public. Ailian Company and Xinshunrong Company used Angelababy's portrait and name on the outer packaging of the "Katin Cat Luxury Pet Set" produced and sold by Angelababy without Angelababy's consent, which was an infringement. The court ruled that she publicly apologized to Angelababy and compensated 500,000 yuan.
screenshot from days eye check official website
Coincidentally, on April 21, the first instance of the portrait rights dispute between actor Sun Li and Huadan Medical Beauty (Beijing) Cosmetics Co., Ltd. civil judgment was made public. The first instance court ruled that Huadan Medical Beauty withdrew the infringing photos on the "Ban Laiya" brand of cosmetics and compensated Sun Li 500,000 yuan.
As early as July last year, Sun Li's official studio account (Xiao Li's colleague said) once issued a statement on Weibo, revealing 30 brands that infringe on Sun Li's portrait rights, and warned the relevant brands to revoke all infringing content, otherwise litigation rights protection actions will be carried out.
screenshot from Weibo
In July this year, Xiamen Haini Biotechnology Co., Ltd. used the portrait of female star Zhao Lusi without authorization in its online stores (including: "HNSW official flagship store", "HNSW cosmetics flagship store", "HNSW Haini store", etc.), and was fined 60,000 yuan for infringing on his portrait rights.
In addition to these cases, many beauty brands have also been sued for hitting celebrities, such as Fanmilin , Dr. Kuro, etc. The final result is undoubtedly an apology and payment of compensation.
Stars and super anchors with strong traffic are "endorsed" which is a very low cost but high reward for merchants. For example, in the previous article, so many merchants use photo editing to impersonate "Li Jiaqi Recommendation" to sell products, but in fact, it is because their own products have no selling points that can convince consumers to buy in a short time. In order to sell quickly, "Li Jiaqi Recommendation" has become the most effective selling point at this time.
But false propaganda is always an illegal act, and the high sales derived from this are just temporary soap bubbles. As long as the regulatory authorities poke it, it will be broken. Moreover, regulatory authorities are now constantly paying attention to the negative impact of false propaganda to consumers, infringers, and the entire business environment, and strengthening crackdowns.
There is a saying that free things are often the most expensive. When a merchant uses the portrait rights of a super-head anchor/celebrity, he may be glad that he did not spend a penny, but he may pay a greater price after being sued for infringement.
Visual design: Lele
WeChat typeface: Gaogao
Editor: Xiaoyi
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