Today, Xiaoxiandun responded in an interview with Zhongxin Jingwei that the e-commerce platform was not strictly publicized, which led to a series of problems and was being comprehensively investigated and rectified.
Xiaoxiandun's road to fame has been turbulent. The sales volume of stewed food in Xiaoxian County has been in the forefront of the brand of fresh stewed bird's nest for many years, but it has long been regarded as hype and questioned as "eight-treasure porridge convenience food".
This administrative punishment made Xiaoxian stew exaggerate the nutritional efficacy of bird's nest, and the quality of raw materials was difficult to supervise.
Drop hammer: the false propaganda of Xiaoxian stew
Xiaoxian stew, known as "the number one seller for four consecutive years", was punished by Chaoyang District Market Supervision Administration of Beijing, and false propaganda became an unavoidable problem of Xiaoxian stew.
The administrative penalty decision published by the national enterprise credit information publicity system shows that the main illegal acts of small fresh stew are as follows: the raw materials of fresh stewed bird's nest produced by this factory contain Zhan Yan and Yan tiao, which is inconsistent with the propaganda of "ready-to-eat bird's nest raw materials: Zhan Yan" and constitutes false commercial propaganda of goods; The 70g freshly stewed bird's nest sold in Xiaoxiandun flagship store is actually 3.5g dried bird's nest per bottle, which is inconsistent with the advertised 2.5g to 5g.
Penalty information of national enterprise credit information publicity system
From the first half of 2020 to the beginning of 20021,in the product information module of Xiaoxian stew scanning information interface, the name was "origin: Langfang City, Hebei Province (raw material origin: Indonesia/Malaysia)", and in the raw material information module, the name was "country of origin: Indonesia". The raw material information was inconsistent from top to bottom, which constituted a misleading commercial propaganda behavior.
In addition, the "Certification of Traceability Platform of Chinese Academy of Inspection and Quarantine" of Xiaoxiandun flagship store actually entrusts a third party for certification, which constitutes misleading consumers with misleading content in advertisements; From May, 20 19 to June, 2020, the origin of Xiaoxian stew was marked as Indonesia, and the actual origin was Langfang, Hebei Province (Gu 'an and Bazhou successively), which constituted false commercial propaganda of goods.
According to the product details interface of Tmall Xiaoxian Stewed Flagship Store, "Featured Bird's Nest in the rainy season in the forest, featured bird's nest essence", law enforcement officers conducted an investigation on the raw materials used in the production of freshly stewed bird's nest in the factory, and found that the actual raw materials included bird's nest and strips of Yan, which constituted the false content in the advertisement to mislead consumers. ?
From September 28, 2020 to June 5438+February, WeChat Mall's "Fresh Stewed Bird's Nest" sales page advertised: "Buy any product in 1 year and get a 1599 customized refrigerator. Gifts will be distributed within 15 days after receipt is confirmed, and the amount of gifts will be deducted if refunded. The content does not fully express the rights and interests of consumers to return gifts and refunds, and the form clause excludes the behavior of consumers' rights.
Among the eleven illegal acts, Xiao Xiandun's illegal act of making false or misleading commercial propaganda on commodities violated the provisions of the first paragraph of Article 8 of the Anti-Unfair Competition Law of People's Republic of China (PRC), and was fined 200,000 yuan according to the provisions of the first paragraph of Article 20 of the Anti-Unfair Competition Law of People's Republic of China (PRC). ?
At the same time, the illegal act of deceiving and misleading consumers with misleading or false contents in advertisements violates the second paragraph of Article 28 of the Advertising Law of People's Republic of China (PRC). According to the first paragraph of Article 55 of the Advertising Law of People's Republic of China (PRC), Beijing Chaoyang District Market Supervision Administration ordered it to stop advertising and ordered advertisers to eliminate the influence within the corresponding scope. ?
Buying 1 year-old products and sending them to the refrigerator constitutes an illegal act of excluding consumers' rights in the format clause. Violation of the provisions of Item (6) of Article 11 of the Measures for the Supervision and Handling of Contract Violations. According to the provisions of Article 12 of the Measures for the Supervision and Handling of Contract Violations, a warning shall be given.
Xiaoxiandun Tmall official flagship store product interface
Zinc Finance consulted in the official flagship store of Xiaoxianstewed Tmall, and learned that after being punished, the content of dried bird's nest in the product parameter interface was still "2.5 (inclusive) -5 grams (excluding)". In the specific product promotion interface, the publicity contents such as "Tracing the Source of the Platform of China Academy of Inspection and Quarantine" and "Selecting Indonesian Bird's Nest in Malaysia" are still displayed.
After asking the official customer service, the customer service replied that the specific content of dried bird's nest was "3.5g a bottle plus 70g", which was previously reflected in the product parameter description at the end of the page. For the origin of raw materials, the customer service replied that "raw materials are selected from bird's nest traced back to Malaysia and Indonesia".
Xiaoxiandun Tian Mao Fang Guan flagship shop consultation customer service
These false propaganda have put a shiny coat on Xiaoxian stewed bird's nest. The rapid rise of Xiaoxian stewed bird's nest relies on exaggerated propaganda and social platforms, and online celebrity KOL's overwhelming "planting grass" to harvest consumers' wallets.
On the road to popularity, capital is optimistic and problems continue.
As early as last June, the online celebrity bird's nest brand Xiaoxian stew was questioned. When you spend 2000 yuan on 1.500 grams of stewed bird's nest in Xiaoxian, the sialic acid you eat is equivalent to an egg, and its nutritional value is unbelievable. Since then, another article has pointed out that the three core selling points of Xiaoxian stew "dry bird's nest content: 5g and above", "zero addition" and "solid content greater than or equal to 90%" are false. ?
In addition to being suspected of product promotion fraud, Xiaoxiandun was also subject to administrative punishment for financial reasons at the end of the 20th century. The results of law enforcement inspection released by the Statistics Bureau of Chaoyang District, Beijing show that the operating profit of Xiaoxian stew e-commerce in 2065438+2009 was 32.939 million yuan, and the number of inspections was-32.934 million yuan, a difference of 65.873 million yuan.
This means that Xiaoxian stew e-commerce actually lost more than 30 million in 20 19, but reported the same figure as the profit, resulting in a profit difference of about 60 million.
Despite many problems, the sales volume of Xiaoxiandun has been increasing year by year, and it has obtained six rounds of financing. Not long ago, Xiaoxiandun completed the C round of financing jointly led by IDG Capital, CMC Capital and Zheng Xingu and invested by Amber Capital.
Financing process of Xiaoxiandun
In terms of publicity, Xiaoxiandun, like new brands such as Perfect Diary, Zhongdun and Sandun Half Coffee, relies on social platforms such as Xiaohongshu to "plant grass", and its products are of high value, making it a star platform. The convenience of eating with the lid open also attracts consumers who are unwilling to make their own bird's nest. ?
The false propaganda of stewed bird's nest in Xiaoxian County has been "hammered", but in short videos and platforms such as Weibo and Xiaohongshu, consumers of stewed bird's nest in Xiaoxian County have not disappeared. In the flagship store of Xiaoxian Stewed Tmall, since May, the sales volume of 7 bottles of freshly stewed bird's nest week set with a price of 699 yuan and 45g has reached more than 1 1,000.
Xiaohongshu Xiaoxian stew buyer's latest sharing
On the platform of Little Red Book, take "Little Fairy Stew" as the key word to find relevant content. The most popular is that actor Chen Shu shared the freshly stewed bird's nest with the stewed fairy. Recently, many users who just started to stew bird's nest with fairy posted feedback, and some people asked about the efficacy and price. On the short video platform of Weibo Middle School, bloggers commented on bird's nest, saying that Xiaoxian stew is a "maintenance secret" and a "beauty must-have artifact".
After accepting the punishment, Xiaoxiandun improved the consumption motivation by selling anxiety and exaggerating the effect, and improved the purchase rate by marketing means such as celebrity effect and social network promotion, which has not changed. Small fresh stew, which has become the new favorite of nourishing market, is time to face up to this problem. If you want to be popular, you can't take the old road of false marketing to deceive consumers.