Lin Qingxuan, a domestic brand, accused Chanel of unfair competition. According to public information, Lin Qingxuan, founded in 2003, is a local original brand, and is committed to using China traditional herbs as raw materials. Lin Qingxuan, a domestic brand, accused Chanel of unfair competition.
Lin Qingxuan, a domestic brand, accuses Chanel of unfair competition165438+1On October 3rd, Sun Laichun, the founder of Lin Qingxuan, a well-known domestic skin care brand, posted a long article on social media, accusing Chanel, an internationally renowned luxury skin care brand, of unfair competition against Lin Qingxuan.
Sun Laichun pointed out that Lin Qingxuan focuses on China camellia skin care technology to create safe and effective skin care products suitable for women's skin needs in China; Chanel is a luxury in the historical collection, and white camellia is its aesthetic symbol and brand proposition.
The French brand Chanel, which has great advantages in the fields of fashion, accessories and perfume make-up, launched a camellia skin care product this year, with the same main functions as Lin Qingxuan-repair and anti-aging. The main force of Chanel brand is not the research and development of skin care products and factories, but the branded skin care products produced in various countries adopt the concept of Japanese camellia.
Sun Laichun further pointed out in his long article that Chanel, as an internationally renowned brand, has poached many front-line employees in Lin Qingxuan. He accused Chanel of switching to the camellia skin care track not suddenly, but premeditated.
Later, Sun Laichun forwarded it to Weibo, introduced Lin Qingxuan's signature product camellia moisturizing oil, and said, "This is the fiercest attack suffered by Lin Qingxuan since it started its business. This battle is related to Lin Qingxuan's life and death, and whether the first high-end cosmetics brand in China can stand out. There is no retreat. We are all ready to fight against the world's powerful enemies that I respect for China's camellia skin care products and for the biodiversity of camellia with China characteristics. "
At present, Chanel has not yet responded.
Lin Qingxuan, founded in 2003, is positioned as a local high-end skin care brand in China, and is committed to making safe natural cosmetics with China traditional herbs as raw materials. Its core brand "Lin Qingxuan" created a brand-new camellia moisturizing oil, and led the category of "camellia rejuvenation and repair" to the world. The enterprise search APP shows that Lin Qingxuan's affiliated company is Shanghai Lin Qingxuan Biotechnology Co., Ltd., which was established on 20 1 1. Sun Laichun is the legal representative and chairman, and directly holds 38.7835% of the shares, making him the largest shareholder.
The enterprise search APP shows that Lin Qingxuan has received two rounds of investment of 1 100 million yuan. Among them, on June 5438+065438+ 10, 2020, Lin Qingxuan completed the A round of financing, with Heiner Asia leading the investment, Dow Fund and Country Garden Venture Capital leading the investment; In August, 20021year, Lin Qingxuan was awarded the second round of financing, which was led by Cai Yi Investment in the future, and Heiner Asia Venture Capital SIG and Country Garden Venture Capital continued to follow suit.
According to China Fund News, Sun Laichun moved into Taobao Live Room on February 14, 2020, and personally took the goods off the stage, choosing online live broadcast as the second growth point of the brand. After that, Lin Qingxuan began to focus on the digital layout of online channels. 202 1 "Double Eleven", according to the information released by Lin Qingxuan, the pre-sale of "Double Eleven" in Lin Qingxuan exceeded four hours on the first day of pre-sale last year, and the omni-channel performance in the whole cycle exceeded 200 million yuan, and the overall performance reached143% in the same period last year; The cumulative offline performance exceeded 100 million, an increase of more than 20%, and the highest store performance exceeded one million.
However, the enterprise search APP showed that Lin Qingxuan was administratively punished for false propaganda of cosmetic products. In August of 20021year, Lin Qingxuan was fined 50,000 yuan for expressing inaccurate, unclear and ambiguous information about the performance, function, origin, use, quality of goods or the content, provider, form, quality, price and commitment of services, in violation of the provisions of the Advertising Law.
Lin Qingxuan, a domestic brand, accuses Chanel of unfair competition 2 65438+1On October 3rd, Sun Laichun, the founder of Lin Qingxuan, a skin care brand known as "the light of domestic products", posted a long article on social media accusing Chanel, an internationally renowned luxury skin care brand, of unfair competition against Lin Qingxuan.
In his long article, Sun Laichun pointed out that Lin Qingxuan never took the initiative to provoke a war with international brands, but Chanel, as an internationally renowned brand, poached many front-line employees in Lin Qingxuan. He accused Chanel of switching to the camellia skin care track not suddenly, but premeditated.
Later, it was forwarded to Weibo, introducing Lin Qingxuan's signature product camellia moisturizing oil, and calling it "the most violent attack since Lin Qingxuan started its business. This battle is a matter of life and death, and it is also related to whether the first high-end cosmetics brand in China can stand out. ". He also pointed out that "the country and enterprises have no retreat" and called on consumers to pay attention.
For Weibo of Sun Laichun, the comments of netizens are all positive. "Support domestic products in Lin Qingxuan", "Lin Qingxuan is old, support as always", "domestic products are getting better and better" and so on.
(Source: Sun Laichun Weibo comments screenshot)
Chanel did not respond to Sun Chunlai's bombardment. China Fund newspaper reporter found that Chanel's beauty line is fully promoting the "Tsar" camellia-based skin care product line, and invited Ebo, Liu Wen, Zhang Junning and other stars to speak for it. The product has not been officially announced, but its microblog promotion has exceeded 654.38+0 million. According to official website's inquiry, the product is scheduled to be officially launched on June 5th, 65438.
(Source: Chanel Weibo official account, official website screenshot)
During the epidemic, online channels broke through strongly.
Two rounds of financing amounted to several hundred million yuan, and the ten-month valuation has more than tripled.
According to public information, Lin Qingxuan, founded in 2003, is a local original brand in Shanghai. She devotes herself to making safe natural cosmetics with China traditional herbs as raw materials. With the skin care efficacy of its new category "camellia moisturizing oil" and "strong repair and anti-aging", it is loved by young people in first-tier and new first-tier cities and quickly enters the domestic high-end skin care market.
China Fund News reporter found that Lin Qingxuan has completed two rounds of financing of several hundred million yuan. 202 1, 1 1, Lin Qingxuan completed a round of financing of several hundred million yuan, which was led by SIG, Dow Fund, Country Garden Venture Capital and other institutions. Then less than 10 months later, Lin Qingxuan obtained another round of financing of several hundred million yuan, which was led by Cai Yi Investment in the future, and Heiner Asia Venture Capital SIG and Country Garden Venture Capital continued to follow suit. It is reported that after two rounds of financing, the brand's valuation has more than tripled.
(Source: Tianyancha)
In fact, as an old brand of 17 domestic skin care products, the epidemic once brought a "dead end" to Lin Qingxuan under the deep cultivation line-from the first day to the seventh day of 2020, half of the offline stores were closed, more than 2,000 employees were "unemployed", their performance plummeted by 90%, and their daily net loss was 6,543,800 yuan. Sun Laichun said that Lin Qingxuan's cash flow at that time could last for 2-3 months at most. To this end, he also published a long letter "A Letter to the Dark Moment" in June 5438 +2020 10. In his letter, he said that he experienced the impact of SARS in 2003 and hoped that the employees of the company could overcome the difficulties and spend the "darkest moment".
According to the data available on Taobao, Sun Laichun entered the Taobao live broadcast room on February 14, 2020, personally removed the goods, and chose online live broadcast as the second growth point of the brand. The result exploded-this two-hour Taobao live broadcast attracted more than 60,000 people to watch, and the transaction was nearly 400,000 yuan, equivalent to the performance of four offline stores 17 people a day.
After that, Lin Qingxuan began to focus on the digital layout of online channels, and the effect was also very obvious. Data show that before the outbreak, 75% of Lin Qingxuan's performance came from offline. However, since February 2020 1, Lin Qingxuan, which fought in the front line, has continuously created sales miracles: Wuhan was closed, and its sales performance ranked second in the country; By February of that year 15, Lin Qingxuan's offline performance had reached 145% of the same period last year.
In addition, Taobao information shows that in September, 2020, Lin Qingxuan Camellia Moisturizing Oil achieved a record of "selling10.6 million bottles in two minutes, with a turnover exceeding10.0 million yuan", and its online flagship store once ranked first in the sales list of the skin care industry, surpassing international brands such as Guerlain and SK-II.
The blessing of capital, the strength of offline channels, and the recovery of offline stores after the epidemic control. By the "Double Eleven" of 202 1, Lin Qingxuan's performance was even more eye-catching. According to the information released by Lin Qingxuan, the pre-sale of "Double Eleven" in Lin Qingxuan exceeded four hours on the first day of pre-sale last year, and the omni-channel performance in the whole cycle exceeded 200 million yuan, and the overall performance reached143% in the same period last year; The cumulative offline performance exceeded 100 million, an increase of more than 20%, and the highest store performance exceeded one million.
International luxury goods enter the beauty and skin care market.
Looking for new growth points
From Sun Laichun's long article, we can feel his anxiety, and the reason why he felt such a big threat this time is because this time he accused Chanel of "unfair competition", and this brand has an unusual position in the international luxury goods industry. As he said in the article, "the other party's capital investment, brand discourse power and resources have the upper hand."
Chanel, from Paris, France, was founded in 19 10 with a history of 1 12 years. There are many kinds of products, including clothing, jewelry and accessories, cosmetics, skin care products and perfumes, but each product is well known. Its founder, Gabrielle Chanel, and its creative director, Karl Lagerfeld, had a great influence on the international fashion industry for a long time.
According to the observation and inquiry of the reporter of the fund newspaper, Chanel has been laying out the beauty and skin care track in an all-round way in recent years, with full online and offline firepower. And it is not the first international luxury brand to enter the beauty and skin care market in China.
(Armani Skin Care Series Source: Armani official website screenshot)
According to the data of Yan Guan Report Network, luxury brands on the high-end cosmetics track such as Hermes, Louis Vuitton, Dior, Saint Laurent, Armani and Valentino. The market that has entered one after another is developing towards a high-speed growth trend, which makes the competition of high-end brands in China more and more fierce.
Behind the presence of many international brands, in recent years, the new consumption power of "millennials" in China and the "new silver-haired family" with considerable income and rich life are becoming the rising consumption main force, which makes consumers' purchasing power of high-end cosmetics increasingly prominent. Especially during the epidemic period, it showed resilience and maintained steady development.
However, according to Euromonitor, the high-end cosmetics market in China brought by Lin Qingxuan is still dominated by top international brands. The top three brands are L 'Oreal, Estee Lauder and Louis Vuitton, with market shares of 18.4%, 14.4% and 8.8% respectively. In the high-end market, the top ten state-owned brands with market share are Guangzhou Adolf and Yunnan Bettaney, ranking seventh and ninth respectively, with market share of 3% and 2.3% respectively.
(Screenshot Source: Prospective Economist)
However, it is worth noting that in recent years, capital has also poured into the domestic cosmetics track, and the momentum of domestic cosmetics brands is very strong. According to the data of the paper, in the past 10 years, there were 538 investment and financing events in China beauty track, and the total amount of investment and financing disclosed exceeded RMB 35.6 billion. In 20021year, there were 77 financing events in China beauty track, and the disclosure amount exceeded 6 1 100 million yuan.
Both brands were fined for false propaganda.
It is worth noting that the two brands involved, Lin Qingxuan and Chanel, were both administratively punished for falsely propagating "rollover" in cosmetic products.
According to Tianyancha App, from June 5438 to February 2020, Chanel (China) Trading Co., Ltd. added a message of administrative punishment, and the type of illegal act was "publishing false advertisements in violation of the second paragraph of Article 28 of this Law", which was fined 200,000 yuan by Shanghai Jing 'an District Market Supervision Administration and ordered to stop publishing.
According to the investigation of Shanghai Jing 'an District Market Supervision Bureau, since February 2016,65438, the advertising language of "pigmentation" has been used in the promotion of a Chanel cream product, and since March 20 18, the advertising language of "melanin inhibition" has been used in a mask product. The price of 50 grams of these two products are: 3000 yuan and 700 yuan.
According to the administrative punishment, according to the Formula of Cosmetics for Non-Special Use Imported by China Food and Drug Administration, the ingredients involved in the product formula do not have the whitening and freckle removing effect, and the party concerned cannot provide an experimental report to prove that the product has the whitening and freckle removing function described in the advertisement, thus constituting an illegal act of publishing false advertisements, ordering it to stop publishing advertisements and imposing a fine of RMB200,000.
Coincidentally, the advertising campaign in Lin Qingxuan also "overturned" in August last year.
Sky survey shows that in August, 20021,Shanghai Lin Qingxuan Biotechnology Co., Ltd. (hereinafter referred to as "Lin Qingxuan") violated the provisions of People's Republic of China (PRC) Advertising Law (20 15) (hereinafter referred to as "Advertising Law") on the performance, function and source of goods.
The administrative penalty decision shows that two products of Lin Qingxuan violated the relevant provisions of the Advertising Law. Since April 23rd last year, the product features on the packaging box of "Lin Qingxuan Camellia 30ml Repair Cleansing Cream 120g" advertised the contents of "rich in Qingxuan extraction active repair formula and various plant essences, mild amino acid formula, rich in soft foam, gentle and deep in texture, clear and transparent, effectively repairing skin, making skin enjoy fresh and smooth, and emitting transparent luster", and it was released in May last year. 19866.8688868666 106
Shanghai Pudong New Area Market Supervision Administration said that according to the efficacy test report provided by Lin Qingxuan, under certain conditions, the "Qingxuancui" contained in the above two products in Lin Qingxuan really has the effect of repairing the skin barrier. However, the skin barrier refers to the outermost epidermis of the skin and cannot be completely equivalent to the skin. Lin Qingxuan's description of the functions of the above two commodities is inaccurate, unclear and ambiguous. Shanghai Pudong New Area Market Supervision Administration fined Lin Qingxuan 50,000 yuan according to Item 1, Paragraph 1, Article 59 of People's Republic of China (PRC) Advertising Law.
Lin Qingxuan, a domestic brand, accuses Chanel of unfair competition 3 65438+1On October 3rd, Sun Laichun, the founder of Lin Qingxuan, a local cosmetics brand in Shanghai, suddenly voiced his voice on his personal social account, accusing Chanel, a French luxury brand, because Chanel will release a new product 65438 related to camellia on October 5th/kloc-0, and invited Ipoh, Zhang Junning, Liu Wen and other stars to help out.
Sun Laichun wrote in an article about 1300 words long:
"I never imagined that Chanel, a French brand with great advantages in the fields of fashion, accessories and perfume makeup, would launch camellia skin care products this year. They are going to go to power, and their main role is the same as that of Lin Qingxuan-repairing the old refers to Lin Qingxuan. "
He revealed that "in the past 202 1 year, many front-line employees in Lin Qingxuan were poached by Chanel", so he judged that Chanel's switch to camellia skin care track was not sudden, but premeditated.
Sun Laichun also pointed out that "the main force of Chanel brand is not the research and development of skin care products and factories, but the branded skin care products produced in various countries ... They adopted the concept of Japanese camellia and named it' Tsar', which sounds extremely fierce."
On February 27th, 20021,12, Chanel Beauty official account began to preheat camellia related products. At that time, they mentioned in the copy that "this is the red' Tsar' camellia", but it is still unknown whether the name of the new product is "Tsar".
Sun Laichun, the founder of Lin Qingxuan, said that Chanel switched from Baishan tea to camellia, further demonstrating that Lin Qingxuan's choice before 12 was correct.
Sun Laichun founded the Lin Qingxuan brand in 2003. In 2008, they opened their first store in Shanghai. 2065438+February, 2004, Lin Qingxuan Camellia emollient oil was officially launched. It turns out that Lin Qingxuan also has a number of skin care products businesses. However, since February of 20 16, Sun Laichun began to focus on camellia oil. In the next two years, they sold 350,000 bottles and 380,000 bottles of camellia oil respectively.
When Sun Laichun shared his successful experience on 20 17, he said: "At the beginning, he decisively cut off the black tea business, which seemed to lose 5 million yuan, but he focused on equating Lin Qingxuan with camellia oil, saving 50 million yuan."
From here, we can also know why Sun Laichun is so sensitive to Chanel's entry into the field of camellia skin care products, because they have been working hard to create a consumer mind of "Lin Qingxuan is camellia moisturizing oil" in the past few years. Yes, Sun Laichun is also a loyal practitioner of positioning theory.
But this time, Sun Laichun labeled Chanel's March into Camellia as "Chanel x French czar x Japanese Camellia x big capital star". His strategy for Lin Qingxuan is: "Lin Qingxuan x China x alpine Camellia x self-built whole industrial chain x exclusive anti-aging technology". He also raised the competition between his brand and Chanel to a higher level, saying that "this defense battle is related to the life and death of Lin Qingxuan and the first high-end of China.
Sun Laichun's repeated statements have indeed aroused many voices of support, but some netizens questioned that he was "rubbing heat" and "consuming patriotic enthusiasm". After all, the market competition is open, and no one can stipulate that the track of camellia skin care products can only be done by Lin Qingxuan.
In fact, we can understand that Sun Laichun has been trying to make Lin Qingxuan a high-end domestic brand for many years, and has been trying to make consumers equate Lin Qingxuan with camellia oil through various efforts. As an international brand, Chanel has money and people (R&D investment, star marketing resources, etc. ), and they have entered the field of camellia with great fanfare, which has aroused Sun Laichun's high vigilance.
However, it is not good to have a monopoly in any industry. Only competition can promote industry progress and benefit consumers. Now that domestic brands are on the rise, Sun Laichun should calm down, make his own products and prepare for the challenge! As long as you have the strength, it is not terrible to compete with foreign big names.