Sooner or later, these big names will be voted out by the awakened consumers with their feet.
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Beijing News reporter Yu Meng'er Financial commentator Bi Ge Editor Li Zheng Xu Chao
On March 28, according to the official website of the National Enterprise Credit Information Publicity System, the Beijing branch of Bally affiliated company Bali (Shanghai) Commercial Co., Ltd. was fined more than 41,000 yuan by the Beijing Chaoyang District Market Supervision and Administration Bureau for shoddy charging, and the administrative punishment decision was Jingchao Municipal Supervision and Punishment [2022] No. 1564.
According to the administrative punishment information, the reason for being fined is that the seller sells products in violation of Article 39 of the "Product Quality Law of the People's Republic of China", and must not be adulterated or adulterated, and must not be falsely filled with true and shoddy products, and must not be passed off as qualified products with unqualified products. After investigation, the company imported Bally women's knitted tops at a unit price of 1590 yuan on May 27, 2021, the cost of the goods was 1904.5 yuan per unit, as of August 18, 2021, a total of 1 piece was sold, with sales of 5990 yuan, of which the profit was 4085.5 yuan, that is, the amount of illegal income.
According to the National Enterprise Credit Information Publicity System, Bali (Shanghai) Commercial Co., Ltd. was established in 2007 and its Beijing branch was established in 2019.
▲Figure/ Screenshot of the official website of the National Enterprise Credit Information Publicity System
The Beijing News shell financial reporter noted that this is not the first time that the company has been fined for shoddy charging. On January 26, 2021, the Beijing branch of Bali (Shanghai) Commercial Co., Ltd. was fined 25,000 yuan by the Chaoyang District Municipal Supervision Bureau of Beijing for failing product sampling. The administrative penalty decision shows that the brand's women's tops were sampled and found to be unqualified for the starting item. The decision also mentioned that the cost price of the commodity (including the single price of the imported goods, customs import duties, and customs import value-added tax) was 1331.95 yuan / piece, and the sales price was 4190 yuan / piece, which was not discounted.
▲Photo/Screenshot of the official website of Shanghai Municipal Administration of Market Supervision
In addition, on October 28, 2020, the Shanghai Municipal Supervision Bureau announced the quality sampling of 44 brands of sunglasses, of which 1 batch of Bally brand sunglasses nominally produced (or supplied) by Bary (Shanghai) Commercial Co., Ltd. Had a relative deviation of light transmission ratio of 16.7 (the standard value should be ≤15), which was inconsistent with the standard requirements. It is reported that the unqualified index will lead to a large difference in the amount of light entering the left and right eyes, which is easy to produce visual fatigue and damage vision.
In recent years, Bally's performance in the Chinese mainland market has been uneven. In the second half of 2020, Bally executives revealed in an interview with the media that the market performance of Chinese mainland accounted for 30%-40% of the overall performance, which has declined compared with before. In 2021, Bally's performance rebounded, with revenue in the Chinese mainland market growing 46% in the first quarter and 41% in the second quarter.
JAB Group, the largest shareholder in the Bally brand, has been shrinking its luxury business in recent years. As of mid-March 2022, JAB Group's performance ratio chart shows that coffee and beverages have become the main support points for the group's performance, and the proportion of luxury goods business has been "negligible".
According to public information, Bally was founded by Carl Bally in 1851 and started with shoemaking, including luxury leather shoes, belts, bags, wallets and clothing. The brand entered the Chinese market in 1986 and was one of the first luxury brands to enter China. As of December 2021, Bally has 60 boutiques in China, with an online official website, WeChat Mini Program, Tmall flagship store and JD.com flagship store.
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point of view
Shoddy international brands have repeatedly overturned:
Illegal IQ taxes cannot be collected as much as you want
"Continue to uphold its timeless tradition and believe that quality is everything." This is an introduction of the Swiss luxury brand BALLY on its official website.
According to BALLY's official website, the company was born in Switzerland in 1851 and claims to be one of the world's longest-established luxury brands. But consumers spend such a high price, but what they buy is a product of substandard quality, and in contrast, bally's introduction to the outside world is full of irony.
In recent years, there have been many international brands that have overturned due to quality, service and other issues. Canada Goose, an internationally renowned down jacket brand, has quality problems, but it has set up obstacles for consumers who come to return the goods, and has been angrily rebuked by public opinion for its arrogance and rudeness. Previously, he was fined 450,000 yuan by the market supervision department of Huangpu District of Shanghai for suspected false publicity, and various problems continued, which can be described as "goose feathers in one place".
International big names have been shrouded in an invisible aura with their history, brand and other advantages. Taking bally as an example, the international luxury brand is defined internationally as "a consumer product with unique, scarce, rare and other characteristics that exceeds the scope of people's survival and development needs".
However, international brands such as BALLY have sold at high prices, but they have not given consumers the same quality assurance and distinguished treatment. Interestingly, in response to the phenomenon of parallel goods and counterfeiting, there are still a lot of teachings on the Internet about the true and false knowledge of international big-name goods such as Bally, but the "authentic" BALLY is also full of problems, which will inevitably lead to the disillusionment of some consumers' worship.
International big names are constantly causing controversy, and there are some details that deserve attention. For example, Canada Goose has always been full of controversy, and it has long been pointed out that its name is "goose", but the down jacket contains very low goose down, and in order to reduce costs, it is replaced by duck down. However, the company cleverly uses the brand name of Canada Goose to give some consumers a strong psychological hint, mistakenly believing that its down jacket is mainly goose down, coupled with the trust in international brands, it is willing to pay for its high price.
The reason why international brands can adhere to high prices comes from their brand premiums, in other words, many consumers buy international brands, not only from the quality and price level, but also based on the multiple added value they bring to themselves, such as the identity income implied by conspicuous consumption.
However, in any case, if the international big brands cannot even adhere to the basic quality bottom line, there will always be consumers who spend thousands of dollars to buy big-name goods, but they face various quality problems and cannot be used, and the other values provided by the international brands to consumers will no longer exist.
Such a strange phenomenon will make consumers feel deceived in the face of the publicity of international big brands such as "century-old tradition" and "quality first", and once word of mouth is passed on, the brand image of international big brands will collapse.
The illegal IQ tax seriously damages the rights and interests of consumers, and it will also make international brands pay a terrible price. The dual role of legal punishment and public opinion questioning will make these international big names who do not respect domestic consumers and do not fulfill their basic corporate responsibilities eventually lose their market foundation, and sooner or later they will be voted by the awakened consumers with their feet and eliminated.
Duty Editor Gu Li Kang Xi Xi Li plus minus