The fake co-branded college cosmetics chaos
A few days ago, the Nandu New Medical Beauty Observation Research Group exposed a number of fake co-branded cosmetics of universities, such as "Southern Medical University Hair Liquid", "Guangzhou University Freckle Cream", "Jinan University Stem Cell Factor", etc., Guangdong universities into "counterfeited" high-frequency words, cosmetics manufacturers without the authorization of universities to carry out joint names, the patent numbers shown in the outer packaging of the products are mostly "raw and hard sets".
Previously reported:
Some merchants sell stem cell factors online under the guise of Jinan University, and the chest and private parts can be filled
Many people complained that the "Southern Medical University Hair Liquid" was suspected of being fake, and the foundry owner revealed that it had been fined nearly 100,000 yuan
A number of well-known universities have encountered false joint names of cosmetics, and the three major counterfeiting methods have been dismantled one by one
Behind the phenomenon of such counterfeiting, it can not only glimpse the transformation of public demand and consumption concepts, as well as the power of the rise of domestic brands that cannot be ignored, but also expose the problem of industry supervision. How to win the future for the development of the cosmetics industry not only needs to adhere to the high-pressure anti-counterfeiting situation, but also puts forward new requirements for individual consumers.
traceability
Behind the "false joint name" is the strong demand of the public and the change of consumption concept
With the development of the times and the continuous improvement of people's living standards, the concept of consumption has been greatly different from the past. After the basic physiological needs were met, people gradually began to pursue beauty, and paid more and more attention to the maintenance of the skin. In addition to the popular topic of medical aesthetic plastic surgery in recent years, cosmetics have always been popular, and the total consumption is also increasing year by year.
According to data from the National Bureau of Statistics, the total retail sales of consumer goods in January-August 2021 were 281224 billion yuan, of which cosmetics consumption was about 29.4 billion yuan, an increase of 20% over January-August 2019. "Whitening", "light spots", "acne removal", "to dark circles", "hair growth" and other keywords have become a hot spot for mass consumption, when ordinary cosmetics can not play a clear role, many consumers will inevitably turn their eyes to the seemingly formal special functional cosmetics, driven by the attitude of "try it out", they have purchased.
With the continuous rise of domestic brands, the public's concept of cosmetics consumption is also constantly changing, and young consumers favor domestic products and become an important force in domestic consumption. According to the "New Domestic Cosmetics Insight White Paper", the younger generation has changed to a certain extent compared with the consumption concept of the post-70s and post-60s, and they emphasize the cost-effectiveness rather than the foreign brand, which is also the main logic of the beginning of the domestic cosmetics in recent years, such as the sales of domestic cosmetics such as Polaria and Winona continue to increase, and traditional domestic brands such as Baijiling are gradually rejuvenated.
The reason why colleges and universities are frequently "jointly branded" and "counterfeited" is also due to the fact that the research and development strength of universities themselves is gradually improving, and more effective cosmetics have been developed, making illegal businesses target this part of the market.
Yang Guilan, director of the Department of Dermatology of Shenzhen Hezheng Hospital, revealed to the Nandu New Medical Beauty Observation Group that in guangdong universities, Jinan University has more research in cosmetics, and has a special beauty product development department, and the current products are mainly used by some large medical institutions in Guangzhou. In terms of universities outside the province, the team of professors such as West China Hospital of Sichuan University and Xiangya Hospital of Central South University are also studying skin care products and are developing their own brands. In terms of product efficacy, it is mainly aimed at sensitive skin and acne skin, focusing on the role of repairing the skin barrier, including freckle removal and whitening products. However, for the efficacy of such products, Yang Guilan reminded that it needs to be used rationally under the professional guidance of doctors to play out.
The huge market size and interest-driven, the industry will inevitably be muddy
Most of the oem manufacturers who were exposed to "false joint names" this time are located in Guangdong, such as Guangzhou Yuxiao Biological Products Co., Ltd.
As we all know, Guangdong Province is the largest province in the national cosmetics industry, and Guangzhou Baiyun District cosmetics industry in the country has a pivotal position, early start, large scale, here has the country's largest and most complete cosmetics industry chain, set production, sales, research and development, exhibition and trade as one, has a wealth of production and operation experience and stable market share. According to the data of Baiyun District Science and Technology Industry Commerce and Information Technology Bureau, there are more than 4,000 cosmetics business enterprises in Baiyun District, accounting for one-third of the number of the country; in 2020, there are 130 industrial enterprises above the scale of cosmetics in Baiyun District, with a total output value of 10.1 billion yuan, with an average growth rate of 11.7% in the past three years.
The reason why the cosmetics industry can be a leading enterprise in Baiyun District and get such rapid development is inseparable from the focus and support of Baiyun District. In June 2021, Guangzhou Baiyun District promoted the second three-year action plan (2021-2023) for the high-quality development of the cosmetics industry in Baiyun Bay, guangzhou, proposing the goal of building a whole industry chain, improving industrial support, providing a one-stop supply chain service platform, and building an "industrial Internet" intelligent manufacturing platform, continuing to increase support for the cosmetics industry, and continuing to work on building cosmetic products into a pillar industry.
The perfect industrial chain and rich production experience have made Guangdong the "largest factory" in cosmetics production, and at least dozens of new cosmetics are produced and listed here every day. According to the relevant person in charge of Guangzhou Yuxiao Biological Products Co., Ltd., a cosmetics customized is generally 5,000 copies of the minimum order, and the construction period is only about 7-10 days. Driven by the huge market size and interests, it is inevitable that the industry will fall.
status quo
Cosmetics online sales channels are various, and online platform checks have not been put forward
The trend of cosmetics "counterfeiting" is difficult to completely crack down on its circulation channels, and there are many channels for purchasing cosmetics, in addition to offline supermarket stores, there are online shopping platforms, personal social accounts, etc. According to the case analysis of complaints received by China Quality Miles in recent years, the channels of complaints are from a variety of sources, of which online platforms account for a large part.
The reason why online complaints occur frequently has a certain relationship with the product control mechanism of major online platforms for settled merchants. Taking a treasure as an example, if there is a violation of the merchant's behavior, the relevant goods will be processed, such as the removal of the goods, the recording of the merchant's behavior into the platform big data, and the subsequent evaluation data assessment. Changes in merchant data will cause the merchant to raise the threshold for subsequent participation in activities, speculative records will directly affect traffic resources, linkage merchant browsing and performance, if the assessment does not pass will also be eliminated from the platform.
It seems that the rules are very strict, but it should be noted that the platform is more of a punishment for the illegal products that have been complained about and exposed, and how to make the illegal products rejected at the beginning is not strictly stipulated outside the platform, so that more counterfeit and shoddy products have the opportunity to circulate.
"Online net and offline source", non-professional shopping platforms still need to be included in the supervision
In the current situation of increasing share of network marketing, the supervision of relevant government departments is particularly important. According to the "Annual Report on Cosmetic Safety Risk Management (2020-2021)" issued by the Guangdong Provincial Drug Administration, cities in the province have carried out supervision and inspection of 52202 operating enterprises, ordered 2625 enterprises to rectify, and filed cases against 1463 enterprises. For the online sales platform, the special rectification of "online net and offline qingyuan" online sales of cosmetics has been carried out. According to statistics, in the special rectification work of "online net and offline Qingyuan" network sales of cosmetics, a total of 257 cosmetics e-commerce platforms in the province were investigated, 1879 cosmetics operators (stores) within the platform, and 2451 cosmetics e-commerce operators with self-built websites or other network services; 398 batches of illegal cosmetics were cleaned up, and 50 batches of problematic products inside and outside the province were handed over or investigated and punished according to law.
There are more non-professional shopping network platforms are difficult to fully incorporate into the supervision, taking micro-business as an example, in recent years has also become an important gathering place for commodity circulation, want to open a store to do business, may only need to have a mobile phone, have a WeChat account. Previously, there have been a large number of news reports on micro-business "three no masks" and "three no face creams", as well as other non-cosmetic "three noes" products. Such a business model often relies on consumers to report to the WeChat platform, which brings great passivity and lag to the supervision work of relevant departments.
trend
The "clear" future of the cosmetics industry has also put forward new requirements for consumers
In recent years, with the rapid development of China's cosmetics industry, new requirements have been continuously made for the improvement of relevant laws and regulations, and the growth of the industry has gradually bid farewell to the crude and barbaric growth model, protected product research and development technology, and protected the personal rights and interests of consumers, which has become an urgent issue at present.
In addition to the relevant government regulatory departments to continue to explore long-term supervision mechanisms and adhere to the high-pressure anti-counterfeiting posture, individual consumers also need to closely link their sense of responsibility with their own interests. As a consumer, buying a regular product is the first step in saying "no" to a fake:
When purchasing cosmetics, be sure to choose products with quasi-brand numbers, or products with national CFDA certificates. At the same time, consumers should promptly report to the relevant departments when they encounter counterfeit and shoddy products.
Mao Peng, a lawyer at Guangdong Shengdian Law Firm, pointed out: "If consumers encounter counterfeiting, they can report to the market supervision department. If in the course of the investigation, the functional department discovers that the scope of the other party's fraud is relatively extensive, or the profits are more, and it is suspected of constituting a criminal offense, it may be transferred to the public security organ for criminal investigation and punishment. ”
In order to encourage individual consumers to participate in the rectification of the industry, today, Guangzhou Baiyun District has formulated a reward method for cracking down on counterfeiting, mobilizing the enthusiasm of the whole society to fight counterfeiting with a reward of up to 500,000 yuan, exploring the establishment of anti-counterfeiting management opinions for three key areas or links such as rental housing, logistics and transportation, and professional markets, and also innovatively promoting the landing of the country's first government-exclusive WeChat anti-counterfeiting channel.
Producer: Nandu New Medical Beauty Observation Research Group
Author: Zeng Meiyuan, researcher of Nandu Shenzhen Big Thing Think Tank, Nandu reporter Dong Xiaoyan, Sun Xiaopeng, intern Cheng Yi
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