On January 3, Chanel first released a skin care product line with red camellia as the main ingredient on Weibo, and invited Liu Wen, Zhang Junning, Wang Yibo and other celebrities to publicize the momentum, and the relevant Weibo forwarded more than 1 million.
Later that same day, Sun Laichun, founder of domestic beauty brand Lin Qingxuan, suddenly posted a long article on Weibo, accusing Chanel of poaching a number of Lin Qingxuan's front-line employees and saying that Chanel's transfer to Red Camellia skin care was unfair competition.
He wrote: "A battle has come, this is the fiercest attack lin Qingxuan has received since he started his business, and this defensive war is related to Lin Qingxuan's life and death. ”
After the incident was reported by 50 media, the #Lin Qingxuan founder accused Chanel of unfair competition # topic on the hot search, reading nearly 100 million times.
In the long article, accusing Chanel of unfair competition, Sun Laichun gave the reason: "Lin Qingxuan has been focusing on China's red camellia skin care technology for the twelfth year, while red camellias are mainly distributed in high mountains above 800 meters in Zhejiang, Jiangxi and other places in China, and 90% of the mother origin of red camellia species originates from China, and the other 10% comes from Southeast Asia and Japan and South Korea." Europe and the Americas did not have this variety, so Chanel did not have the genetic conditions to introduce red camellia skin care products. ”
At the same time, he also pointed out that "the main force of the Chanel brand is not placed in the scientific research and factory of skin care products, most of which are OEM skin care products produced in various countries, and there is no raw material advantage of Lin Qingxuan's 10,000 mu planting base." They adopted the Japanese camellia concept and named it 'Tsar', which sounded extremely fierce. In the memory of history, Both Japan and the Tsar have left the pain of killing, and the concept is very scary. ”
And Chanel switched from white camellia to black camellia, in Sun Laichun's view, "indicating that Lin Qingxuan's choice 12 years ago was right, that is, red camellia is precious and the skin care effect is more outstanding." ”
In his eyes, Chanel's formation has unfolded: "Chanel X French X Tsar x Japanese Red Camellia". They are fierce, but the "Tsar" has long been sent away by Grandpa Lenin, so whether it is "Japan" or the concept of "Tsar", it is believed that it is a marketing paper tiger. Our dueling formation is: "Lin Qingxuan X China X Alpine Red Camellia X Exclusive Repair Anti-Aging Technology". We firmly believe that China's precious native plants are truly suitable for Chinese skin, and Lin Qingxuan must also fully protect the beauty of Chinese women! Comrades-in-arms, let us win this battle together! ”
Sun Laichun's shelling has not been recognized by too many netizens, netizens pointed out: the same plant as a raw material can not be regarded as plagiarism, pulling on ethnic hatred is using the patriotic sentiment of netizens to take the opportunity to market rubbing heat.
In response to the shelling of Lin Qingxuan's founder Sun Laichun, Chanel also issued a statement later, emphasizing:
Camellias have been used in beauty products for centuries and are used by several brands around the world.
At the same time, "for more than 20 years, Chanel has been focusing on the research of camellia products", refuting that "the main force of the Chanel brand is not placed in the scientific research and factory of skin care products, most of which are OEM skin care products produced in various countries".
"In Gojac, France, Chanel has its own camellia plantation and plant analysis laboratory", refuting "the raw material advantage of not having Lin Qingxuan's 10,000 acres of planting base." ”
Finally, in the statement, Chanel emphasized that camellias had been Chanel's symbolic symbol since 1913.
Speaking of this, the two sides can be said to have their own opinions, and today SO Sister will take you to analyze whether this dispute is really Chanel unfair competition, or Lin Qingxuan's cross-level touching porcelain.
Domestic brand Lin Qingxuan
Founded in 2003, Lin Qingxuan brand is an original brand in Shanghai, using traditional Chinese herbs as raw materials, aiming at young users in the mid-to-high-end market, focusing on strong repair and anti-aging effects.
Chinese red camellia skin care is the main concept of Lin Qingxuan brand, and "Chinese camellia" is the slogan of Lin Qingxuan brand.
According to the information on lin qingxuan's official website, camellia emollient oil originated in 2012, founder Sun Laichun visited the Hakka family home and found that his septuagenarian skin was radiant, and camellia oil was the secret book they had inherited for thousands of years. Under the guidance of more than 30 scientists and more than 10 years of research by Lin Qingxuan, camellia emollient oil has been upgraded three times and millions of bottles have been sold cumulatively.
It can also be seen from the brand development process that since 2012, Lin Qingxuan has focused on camellia skin care and promoted the whole industry chain model.
Lin Qingxuan's whole industry chain model mainly includes four parts, covering 40,000 mu of camellia planting base, a scientific research team composed of more than 30 scientists, with more than 60 patents, including 19 invention patents, independent factories with six fully automated production lines, online and offline direct channels, and promotion and marketing on all social platforms.
At the same time, "high-end" is one of Lin Qingxuan's labels, and the explosive camellia emollient oil 30ml daily price is 697.
At the same time, Lin Qingxuan has stores all over the country, and there are 27 offline stores in Shanghai alone, most of which are located in high-end shopping malls.
You can see that the decoration of the store is also very chic, full of "high-end" taste.
International big name Chanel
After talking about Lin Qingxuan, let's talk about the origin of the international big name Chanel and camellias.
More than a hundred years ago, camellias were first used as decoration by fashionable men, who wore camellias on the lapels of coats to highlight elegance, harmony and neutral beauty.
It wasn't until one day in 1913, on the beach of Etretta in France, that Coco Chanel, founder of the Chanel brand, pinned camellias to her Brittany coat belt.
Later, camellia became a symbolic symbol of Chanel and was widely used in clothing, watches, fine jewelry, perfumes, makeup and skin care products.
After more than a hundred years, in September 2020, Chanel's trademark registered for camellia in the United States was approved.
While Coco Chanel loves white camellias, red camellias, as an extension of the camellia element, also appear in the brand's fashion collections.
Returning to Chanel's makeup and skincare products, camellias are not just printed on Chanel's makeup products as a logo.
In 2009, Chanel launched the camellia moisturizing series, the white melaleuca camellia as the main active ingredient, Chanel also holds a technology patent.
It can be said that Chanel launched the camellia series of skin care products earlier than Lin Qingxuan.
Speaking of planting sites and R&D, according to Chanel's documentary, Chanel has four open laboratories in different climates, such as the island of Madagascar, the Nicoya Peninsula in Costa Rica, and the southern Alps region of France and Gojac in southwestern France.
Since 1998, Chanel has launched a project to build its own camellia fields in Gojak, southwestern France, in collaboration with Jean Thoby, an international camellia grower, and an open laboratory focused on the study of camellias, growing more than 2,000 camellia species. It is said that it also includes two mother camellia seedlings that Ms. Chanel personally selected a century ago and has been cultivated and continues to this day.
The advantage of setting up an open laboratory for studying plants here is that it can carry out research work close to where the plant grows, integrate the full link of the product, and ensure traceability from the plant raw material to the final finished product.
As long as the laboratory has a need, after five minutes the leaves that meet this requirement will be sent to the laboratory to be studied in the most vivid state of the plant.
In the study of camellia flowers, chanel R&D center found that there is a white melaleuca camellia has a very strong ability to withstand frost, through the separation technology they identified a special molecule, is an active ingredient containing excellent moisturizing power, which is the chanel camellia moisturizing series mentioned earlier.
And this time Chanel's red camellia series is mainly anti-aging, is due to the Chanel R & D center found that its petals are rich in protocatechin that has never appeared in other camellia varieties, it can act on the initial stage of skin aging, help the skin to maintain youthful vitality, 30 ml Chanel red camellia essence price is 950 yuan.
Speaking of this, I think everyone can see it more clearly, in fact, whether it is Lin Qingxuan or Chanel, they all have an indissoluble relationship with camellias.
Now look back at the allegations of Lin Qingxuan founder Sun Laichun:
First of all, Chanel really has its own camellia plantation and analysis laboratory, and Sun Laichun's statement that "the main force of the Chanel brand is not placed in the scientific research and factory of skin care products, most of which are OEM skin care products produced in various countries" is not true.
Secondly, Chanel's camellia was developed in Europe, and there are doubts about the claim that Lin Qingxuan poached a number of front-line employees.
In addition, unless Chanel manufactures products with the same name, trademark, design and quality as Lin Qingxuan, it is considered unfair competition, and Chanel has not launched red camellia skin care oil products. At the same time, Chanel has not provided products at a price far below the average price of the industry or even below the cost to gain market share, nor does it constitute vicious competition.
If Chanel technically stole Lin Qingxuan's product formula, then Lin Qingxuan should take Chanel to court, rather than instigating and shelling public opinion on the Internet. The founder of a brand took the initiative to bombard on the basis of not doing a good job of investigation, not only the lack of confidence in his own products and brands, but also the hidden intention of taking the patriotic enthusiasm of netizens as a gun.
"China's first high-end cosmetics brand" should not be a label for itself.
Finally, SO sister would like to say that with the rise of domestic products, the competition between domestic brands and international brands is inevitably becoming more and more intense.
In the past few years, domestic products have indeed done better and better, but there are still strong competitors from outside. Domestic brands should realize that the product is recognized by the market and consumers is the first. In today's anti-monopoly market, open competition is bound to exist, and the differentiated advantages of products are the only way to obtain market recognition.