Onion quick comments| "clothes love" was punished on the hot search, "big names" should especially cherish feathers

Qilu Evening News Qilu One-Point Commentator Wang Xuejun

Recently, Yi Nian (Shanghai) Fashion Trading Co., Ltd. was fined 15704.45 yuan by the market supervision department of Xicheng District of Beijing for selling down jackets with a cost of 75 yuan / piece at a price of 1598 yuan / piece for shoddy charging. The company is a registered company of the internationally renowned clothing enterprise Korea Yilian Group in China.

Here's roughly what it is. The company involved first entrusted a garment enterprise in Dandong, Liaoning Province, to produce a total of 80 pieces of "Yi Love" down jackets for it, with a production cost of 75 yuan per piece. Subsequently, 9 of them were placed on the counters of two department stores in Beijing, and the price was 1598 yuan per piece for sale. In the end, only two were sold at a discount, and the market supervision department's fine came.

At first glance, this is just a small thing, and it is not worth the "fuss" at all. There are only 80 products involved in the case. Fewer entered the point of sale, only 9 pieces. It was sold very little, only 2 pieces, and the actual sales were only 2237.2 yuan. However, it is such a small matter, after being exposed, it has stirred up a lot of waves in the field of public opinion - under the "encirclement" of many news hotspots, it rushed to the Weibo hot search, and even once became the first hot search! Such public opinion is quite unexpected. But if you think about it carefully, it is also reasonable that "Yi Lian" was punished for rushing to the hot search.

For one, the tag premium of up to 20 times is eye-catching enough. The down jacket with a list price of 1598 yuan / piece has a production cost of only 75 yuan. The hang tag premium is up to 20 times. This shocked many. When selling the down jacket entrusted to production, the company involved not only hung up the brand of "Yi Love" in a dignified manner, but also clearly stated that the product implementation standards were GB/T14272-2011 "Down Clothing" and GB18401-2010C "National Textile Products Basic Safety Technical Specifications", which was obviously deliberately shoddy and fake.

Many "clothes love" consumers can't help but ask: Is the "clothes love" down jacket on my body this kind of "goods"? Are the clothing of other "yilian" brands also so "profiteering"? The production cost of 75 yuan / piece of down jacket, it is impossible to strictly implement the "yi love" brand down jacket should be the production standards.

Both, the popularity and attention of "clothes love" are high enough. Since entering China in the mid-1990s, "Yi Lian" has quickly been favored by consumers as a "top of Korean clothes" and has become the "dream love clothes" of many people. At its peak, "Yi Lian" opened more than 8,000 stores in major cities in China, and many of its brands and products were contracted in C positions in major shopping malls. However, such a trusted internationally renowned clothing brand has completely disregarded its own face and made such a mess with shoddy charging. For this reason, people who are "attached" to "clothes" will inevitably be upset.

Third, "yi love" has a "previous crime". Previously, the company involved has been punished by the Chinese market regulatory authorities for product problems on many occasions. At the beginning of last year, "Yi Lian" was fined 200,000 yuan for a women's wool coat flag that did not contain wool. In February, March and April of the same year, Yinian Shanghai Company was fined several times, and the reasons for punishment included: adulteration and adulteration in the goods, false and shoddy goods, passing off unqualified goods as qualified goods, and expressing inaccuracies and unclearness about the performance, function, and place of origin of the goods. On the consumer complaint platform Black Cat platform, there are also more than 100 complaints against "Yi Lian", and the content is mainly based on the difference between the untimely delivery and the non-refundable price. As a trusted global clothing "big name", "Yi Lian" has made such low-level mistakes again and again, and consumers cannot remain silent and not express their disappointment and indignation.

The more well-known the brand, the more cautious it is, and cherish its feathers. For "Yi Lian", this wave of negative public opinion rushing to the hot search is a profound lesson; for the Chinese counterpart of "Yi Lian", the punishment of "Yi Lian" rushing to the hot search is a stern reminder.