Song Qinghui, a well-known economist, said in an interview with the Yangtze Evening News/Purple Cow News reporter that the actual cost of down jackets with a price of 1500 yuan was only 75 yuan, which was a kind of shoddy and suspected behavior of deceiving consumers. The negative impact of this on the brand is huge, and it may cost a considerable price to save the brand image. Because once the brand image collapses, the brand's share in the market will also be squeezed, which in turn will affect the performance level. For a long time, the Korean brand of women's wear is known for its high prices, and this time the company was fined 15,700 yuan, which is too light in terms of its previous illegal income, and it is simply a "drizzle" for it. Song Qinghui said that in recent years, Korean brands have "sold themselves" to become domestic brands, releasing a signal of decline to the outside world, and forming a sharp gap with the beautiful results they have achieved in the past. The reason why Korean brands will fall off the altar, on the one hand, is related to the rapid rise of domestic brands, on the other hand, it is related to the mentality of domestic consumers who are more and more inclined to buy domestic brands, and they are no longer as eager for foreign big brands as in the past, which will undoubtedly make domestic brands usher in new opportunities and gradually move towards the "highlight moment".
Down jacket with a production cost of 75 yuan, the list price is 1598 yuan! Yi Lian was fined 15,000, netizens: the punishment is not enough
Citizens who often visit department stores and commercial complexes will find that the stores of the brands of the Korean Yilian Group can be described as blooming everywhere. Yangzi Evening News/Purple Cow News reporter learned from the website of the Beijing Municipal Bureau of Market Supervision that Yinian (Shanghai) Fashion Trade Co., Ltd. was fined 15,700 yuan. The penalty information shows that the production cost of a batch of down jackets in Yinian is 75 yuan / piece, and the counter is priced at 1598 yuan / piece, and 2 pieces have been sold. This news landed on the hot search, netizens commented: "The punishment is not strong enough!" Yangtze Evening News/Purple Cow News reporter Xu Jing
Penalties were imposed for too large a difference between cost and pricing
Do you know how the profit from selling a dress at a shopping mall counter is split? The administrative penalty decision leaked the secret.
According to the administrative penalty decision, on July 2, 2021, Yi Nian Company entrusted Dandong Xiangteng Garment Co., Ltd. to produce 80 down jackets, with a production cost of 75 yuan per piece. On September 20, 2021, Yinian Company used 7 of them for sale at the counter of Beijing Hanguang Department Store, and 2 of them for the sale of the counter of Beijing Juntai Department Store, with a list price of 1598 yuan / piece.
As of November 3, 2021, a total of 2 pieces were sold (1 of which was sold by spot check), with sales totaling 2237.2 yuan (sold at a price of 30% off the list price). After deducting the production cost and the expenses withheld by the mall, the total amount was 742.86 yuan, the tax paid was 171.89 yuan, and the profit of the parties was 1322.45 yuan. The total value of the above products is 14382 yuan. The type of illegal act is Article 39 of the Product Quality Law of the People's Republic of China, and the punishment is based on Article 50 of the Product Quality Law of the People's Republic of China.
In summary, the Beijing Xicheng District Market Supervision and Administration Bureau ordered Yinian Company to correct the illegal behavior, and decided to impose a fine of 14382 yuan, confiscate the illegal gains of 1322.45 yuan, and confiscate illegal property.
In fact, it is not the first time that Yinian Company has been fined. According to the national enterprise credit information publicity system, the company has also been fined for producing and selling unqualified products passing off as qualified products; for adulterating, adulterating, or using false products as genuine; and for false or misleading commercial publicity.
It was once a brand that was warmly sought after by the post-80s and post-90s
Yi love carries the deep memories of the post-80s and post-90s K-pop fashion, among them, the lady-style Roem spokesperson was Song Huiqiao, ELAND's plaid skirt is the favorite of female students, Teenie Weenie's bear head sweater Many young women have bought it, and SCOFIELD is also the "heart love" of workplace beauty.
At the same time, the high prices of these Korean brands also feel that buying one piece is "big money". Ms. Liu, a nanjing resident after the 80s, told the Yangtze Evening News/Purple Cow News reporter: "I remember buying new clothes for the New Year in 2007, and spending nearly 3,000 yuan on down jackets and pants in Yilian, I think it is very fashionable. I rarely buy it now, but I will buy Paw in Paw children's clothes for my son. ”
Yilian Group entered the Chinese market in 1994 and successively introduced a number of popular fashion brands such as ELAND, Prich, Roem, Paw in Paw, SPAO, SCOFIELD and so on. In 2016, Yilian Group had more than 8,000 stores in more than 100 major cities in China.
For the punishment of this love affair, netizens have discussed hotly, "The punishment is not strong enough!" "Only 10 clothes were fined", and netizens expressed regret, "If these offline retailers are still obsessed with the era of huge profits, then they will eventually fall under the footsteps of the times, leaving them with little time for deep reflection." ”
It is worth noting that the top stream of Korean clothing, which is going to decline, has closed stores on a large scale to sell assets. In 2017, Yilian Group sold its brand Teenie Weenie to China's Vignace Fashion Co., Ltd. (later Jinhong Group), which is considered by the industry to be a sign of the downhill start of selling brands, with a transaction price of about 5 billion yuan. In May 2019, Xtep International, through its wholly-owned subsidiary, entered into a share acquisition agreement with Yilian Group to acquire brands such as K-Swiss, Palladium and Supra for US$260 million (about 1.75 billion yuan) in cash. In the Chinese market, SPAO also experienced large-scale store closures in 2017, with some stores in Shenyang, Beijing, Chongqing, Wuhan, Chengdu and Qingdao closing one after another.
Korean clothing brands "sell themselves", and domestic products usher in new opportunities
Song Qinghui, a well-known economist, said in an interview with the Yangtze Evening News/Purple Cow News reporter that the actual cost of down jackets with a price of 1500 yuan was only 75 yuan, which was a kind of shoddy and suspected behavior of deceiving consumers. The negative impact of this on the brand is huge, and it may cost a considerable price to save the brand image. Because once the brand image collapses, the brand's share in the market will also be squeezed, which in turn will affect the performance level. For a long time, the Korean brand of women's wear is known for its high prices, and this time the company was fined 15,700 yuan, which is too light in terms of its previous illegal income, and it is simply a "drizzle" for it.
Famous economist Song Qinghui
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Song Qinghui said that in recent years, Korean brands have "sold themselves" to become domestic brands, releasing a signal of decline to the outside world, and forming a sharp gap with the beautiful results they have achieved in the past. The reason why Korean brands will fall off the altar, on the one hand, is related to the rapid rise of domestic brands, on the other hand, it is related to the mentality of domestic consumers who are more and more inclined to buy domestic brands, and they are no longer as eager for foreign big brands as in the past, which will undoubtedly make domestic brands usher in new opportunities and gradually move towards the "highlight moment". Original title: Down jacket with a production cost of 75 yuan, the price is 1598 yuan! Yi Lian was fined 15,000, netizens: the punishment is not enough
Proofread by Faye Wong
EDIT: Yan Jing