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2022-02-10 14:24
The down jacket with a list price of 1598 yuan costs only 75 yuan? Recently, because of a penalty notice, the once-beautiful Korean clothing giant Yilian Group was exploded on the first hot search!
According to the administrative penalty letter published by the Beijing Xicheng District Market Supervision and Administration Bureau, Yi Nian (Shanghai) Fashion Trading Co., Ltd. entrusted a company in Dandong to produce a total of 80 down jackets for it on July 2, 2021, with a production cost of 75 yuan per piece. The products indicate the implementation standard GB/T14272-2011 "Down Clothing", GB18401-2010C "National Textile Products Basic Safety Technical Specifications". On September 20 of that year, Yi Nian used 9 of them for sale at the counters of two department stores in Beijing, with a price of 1598 yuan per piece. As of November 3, 2021, Yi Nian had sold a total of 2 pieces (1 of which was sold by spot check) and had not been recovered. 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 Yi Nian was 1322.45 yuan. The total value of the above products is 14382 yuan.
The Xicheng District Market Supervision and Administration Bureau of Beijing Municipality determined that the above-mentioned illegal acts belonged to Article 39 of the Product Quality Law of the People's Republic of China, and in accordance with Article 50 of the Product Quality Law of the People's Republic of China, the parties were ordered to correct the above illegal acts, confiscate the illegal gains and illegal property, and impose a fine of 14,382 yuan.
The reporter inquired about the relevant provisions of the "Product Quality Law of the People's Republic of China", of which Article 39 clearly stipulates: Sellers selling products shall not be adulterated or adulterated, and shall not be false or shoddy, and shall not be passed off as qualified products with unqualified products. Article 50 of the "Product Quality Law of the People's Republic of China": If a product is adulterated or adulterated, if it is false or genuine, or if it is shoddy, or if it is a substandard product that is passed off as a qualified product, it shall be ordered to stop production and sales, confiscate the illegally produced or sold products, and impose a fine of not less than 50 percent but not more than three times the value of the illegally produced or sold products; if there are illegal gains, it shall also be confiscated; if the circumstances are serious, the business license shall be revoked; and if the crime is constituted, criminal responsibility shall be investigated according to law.
On February 10, Eland issued an apology announcement saying that the company's recent punishment has aroused everyone's attention and apologized for this. For this incident, the company has set up an investigation team for the first time to deal with it seriously. As for the main reason for the penalty, the company pointed out that it was a style in the ELAND brand product that was administratively punished by the Beijing Xicheng District Market Supervision and Administration Bureau because the ingredients did not meet the product standards indicated on the product, because the incident caused consumers to mistakenly believe that the processing cost of the ELAND brand was the total cost of the goods.
In fact, this is not the first time that yi nian fashion has been punished. According to the national enterprise credit information publicity system, in 2021 alone, companies have been fined many times for producing and selling unqualified products passing off as qualified products; adulterating, adulterating, and using false to fill the truth in goods; and false or misleading commercial publicity. Tianyancha records show that the company's fines have exceeded 450,000 yuan from 2016 to 2022. In addition, on the consumer complaint platform Black Cat platform, there are more than 100 complaints against related brands, and the content is mainly based on the difference between untimely delivery and non-refundable price.
According to public information, Yi Nian (Shanghai) Fashion Trading Co., Ltd., which was punished this time, was established on November 1, 2007 and is a registered company of The Korean YiLian Group in China. As early as 1994, South Korea Yilian Group entered the Chinese market, and once became popular in China with the "Korean Tide", and has introduced ELAND, TEENIE WEENIE and other brands. Most of these brands belong to the mid-to-high-end stalls, with thousands of yuan at any time. After the opening of the recruitment of agents in 2013, more than 30 brands of the Group once entered more than 7,000 Chinese stores.
However, with the change of the times, the consumption concept of young people has changed, and the fashion of the style of love has gradually been eliminated. Since 2017, the sales of its brands in China have declined, and Yilian Group has gradually sold its brand assets to alleviate the pressure of survival. By 2020, the group's sales fell by double digits for the first time, and it had to start global store closure measures, and in the first half of 2020, it closed a number of stores in Daegu, Incheon and other places in South Korea and even sold 10-year operating rights in more than 20 store parking lots to raise about 700 million yuan of working capital. The group said that it will consolidate the operation of core stores, decisively close loss-making stores, and re-plan the company's development with the network as the center.
No matter how the brand will go next, this shoddy small action obviously cannot get the company out of the predicament, and it will also make the company face multiple blows in terms of word of mouth and credibility. Lao Weiling, director of the E-commerce Research Center of Shanghai University of Finance and Economics, pointed out that the related brands and products of South Korea's Yilian have been repeatedly punished and complained about, and a series of problems reflect the existence of brands in the Chinese market. In her view, on the one hand, in recent years, the "Korean Wave" has receded, the brand itself has aged, on the other hand, with the improvement of the consumption power of the Chinese market, the reform of the supply chain, the surge of innovative brands such as online has caused competitive pressure on it, coupled with the outbreak of the new crown epidemic, the brand crisis has been exacerbated, and enterprises urgently need to adjust and transform themselves.
Lao Weiling believes that although South Korea's Yilian has been trying to carry out digital transformation, including preparing to launch a series of network integration transformations such as mini program shopping and membership system, for enterprises, product quality is the core element of competition, if the quality of a company's products is not passed, do not worship consumers as "Gods", no amount of digital means can change the decline of enterprises. Those "foreign brands" that were very popular in the past should also be taken as a warning, in order to regain a place in the Chinese market, we must continue to innovate in product quality, and strive to improve service levels, enterprises can only win the trust of customers by relying on credibility.
(Look at the news Knows editor Peng Xiaoyan Zhai Jing Zhou Ti)