The author of this article: Hu Xiaopang @ Author of the best-selling books "Brand Operation Manual", "Micro Business ** Manual" and "Micro Business Promotion".
Hello, everyone, I'm Hu Xiaopang. Recently, a fan Xiao Guo told me that she wanted to plate a skin care product, but she didn't know much about the relevant policies and regulations of skin care products, and she often saw certain brand products being fined for poor quality or publicity violations. So she asked me, how to avoid violations at the product level for micro-business products?
This question belongs to the problem of product compliance, and here we will talk about the requirements of product compliance through a case.
According to relevant reports, a brand of balanced water sold and operated by Company W was fined 1.1 million yuan by the local Market Supervision and Administration Bureau for false publicity, which caused heated discussions in the industry. According to the national enterprise credit information publicity system, a brand of balanced water operated by Company W claims that "it has been inspected and tested by authoritative institutions and proved to have a significant inhibitory effect on the new coronavirus" and "each bottle is concentrated at 1.".500 million yeast extract, slowly activate yeast, ferment your girly skin" and has "anti-cancer, anti-aging, anti-virus" and other effects.
According to the investigation by the local market supervision and administration bureau, the goods sold by Company W did not have the above-mentioned functions, and the sales status was not consistent with the publicity, and the company admitted that the above-mentioned publicity content was not true and could not provide relevant basis. In accordance with the provisions of Article 20, Paragraph 1 of the Anti-Unfair Competition Law of the People's Republic of China, the Market Supervision and Administration Bureau fined Company W 1.1 million yuan.
With the rapid development of the micro-business (new retail) industry, some industry shortcomings have gradually been exposed, the most typical of which is product compliance. In recent years, micro-business brands have been fined for product compliance issues. Judging from the cases that have been fined in the past, product compliance issues are mainly reflected in the two points of product quality and product promotion, and here I would like to give some suggestions for these two points.
First, let's look at product quality compliance. In the early days of micro-business, there were some low-quality three-no products, and the development of micro-business in that period belonged to barbaric development, which had a great negative impact on the reputation of micro-business, so that there are still some people who have an unfriendly impression of micro-business. However, with the strengthening of product quality supervision by relevant state departments, the product quality of the micro-business market has been greatly improved. It can be said that the vast majority of micro-business brand products are guaranteed by quality and meet the requirements of relevant laws and regulations.
Among the many brands I know, many brand founders are actually very concerned about product quality. Therefore, if there is a problem with the quality of the product, I think the main reason is likely to be caused by the manufacturer. As far as I know, most of the products of brands in the current micro-business market are produced by OEM processing. At present, the production level of OEM factories is uneven, and if the brand does not know how to do it, it is easy to encounter some foundries whose production quality is not up to standard.
Therefore, if the brand wants to comply with the product quality, when choosing an OEM factory, it needs to be investigated in many ways and choose a reliable OEM factory. If the brand does not have relevant resources, you can also ask me to help dock, and there are many reliable OEM factories in our micro-craftsman alliance. In order to control the quality of the product, I suggest that the brand must conduct relevant quality inspection on the product after the product is produced, and then go on the market after the test is up to standard.
In my opinion, the product problem is not only a problem of the micro-business industry, but a common problem in all walks of life. There are also inferior products in the brick-and-mortar e-commerce industry. I have met some people, when it comes to micro-business products, they feel that the quality of the products is not good, in fact, this perception is very wrong, or with serious prejudice, which is exactly the same as the situation when e-commerce first appeared.
Therefore, if you want to put an end to product quality problems, in the final analysis, you must solve them from the source. What is the source?I think it's the manufacturer. To this end, the relevant departments should strengthen the supervision and management of manufacturers. For example, in recent years, the supervision of cosmetics manufacturers has become more and more stringent.
Therefore, if there is a quality problem with a micro-business product, you can't beat it to death and say that the products in the micro-business industry have problems, because if there is a problem with a micro-business product, it is likely that the foundry has a problem. If there is a problem with the foundry, it is not a problem of the micro-business industry, but a problem of the whole industry and the whole society, because the customers of the foundry are not only aimed at the micro-business industry, but also the physical e-commerce industry. Therefore, the problem of product quality must be a common problem to be faced by the whole industry. Therefore, the regulatory authorities should strengthen supervision, brands should improve their ability to screen foundries, consumers should improve their awareness of product quality and safety, and we must work together to boycott those black-hearted factories.
Let's look at product promotion compliance. To be honest, as long as the brand pays more attention to the quality of the product, there will generally not be any big problems. The real problem at the product level lies in the product promotion level, and the main problem is in the false promotion of products, especially the brands of cosmetics and health care products pay special attention to the efficacy publicity. For example, Company W in this case was punished for claiming that the product had false effects such as "anti-cancer, anti-aging, and anti-virus".
Of course, product false promotion is a common problem, not only in the micro-business industry, but also in the entity and e-commerce industries. The reason why micro-business (new retail) is easy to be remembered is because as a new form of business, any phenomenon will be overpaid attention to. Therefore, micro-business brands should be more cautious in product promotion. In order to avoid making mistakes, I recommend three books to brands to read more, namely the E-Commerce Law, the Advertising Law and the Anti-Unfair Competition Law.
In daily operations, it is understandable for brands to adopt some marketing and publicity methods, but in the process of publicity, they should follow the requirements of science, truth and accuracy. Every brand must keep the bottom line of business ethics, so as to achieve a virtuous circle of marketing innovation and talk about the long-term development of the brand. In response to the false promotion of products, I will add a popular science topic in the Q&A section in the later stage, if you are a businessman or consumer, if you have doubts about the role or efficacy of a product, you can send me a private message in the background. I will give you some product-level science popularization in the program.
Okay, let's talk about it today, if you encounter any problems in the process of new retail entrepreneurship, you can always talk to me. Like my show, welcome to follow, like and share. I'm Hu Xiaopang, next issue, we'll see you there!
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