Metersbonwhiti'S Performance Is "Desperate"

On November 4, the reporter learned from Tianyan that Shanghai MetS Bonwe Clothing Co., Ltd. added an administrative penalty information. The type of illegal act is misleading false publicity of goods or services. The content of administrative penalty is a fine of 5000 yuan. The publicity date is November 2, 2020, and the date of punishment decision is October 22, 2020. The decision-making organ is the market supervision and Administration Bureau of Pudong New Area of Shanghai Municipality, and the document number of the administrative punishment decision is no.15202000329 of the Shanghai Jianpu office.

Prior to this, MetS Bonwe has been punished for various reasons. According to Tianyan information, since 2016, MetS Bonwe has been punished up to 10 times for producing and selling substandard products, untrue product advertisements and environmental pollution. In addition, on the "black cat complaints" platform, there have been 179 complaints about Metersbonwe, among which "false publicity" and "commodity quality problems" are the high incidence areas of complaints.

It is worth mentioning that mattes Bangwei Guochao marketing has been questioned by netizens for bundling Huawei and plagiarizing Li Ning. In the first half of this year, in the "China Meibang" Guochao series of products launched by metsbouray, there is a sweater with the words "China promising" written on the chest, which is arranged horizontally, and the two characters on the right side are read vertically as "Huawei". The sweater has been questioned by netizens as binding Huawei. In addition, there are consumers who suspect that this sweater is suspected of plagiarizing Li Ning's product design. Compared with the two types of sanitary clothes, Meibang and Li Ning both choose Tian Zi layout and texture design, with white characters and red background, Li Ning's chest print is "China Li Ning", while Mets Bonwe's is traditional Chinese "Chinese promising", with slightly different fonts.

In response to the above questions, Beijing Business Daily reporter interviewed metsbawi, but no reply has been received as of press release.

Article 8 of the Anti Unfair Competition Law of the people's Republic of China stipulates that "business operators shall not make false or misleading commercial propaganda on the performance, function, quality, sales status, user evaluation, and previous Honors of their commodities, so as to deceive or mislead consumers. Business operators shall not be misled by other business operators or help them through false propaganda. " Article 3 of the advertising law of the people's Republic of China stipulates that "advertisements shall be authentic and legal and meet the requirements of socialist spiritual civilization construction." Article 4 stipulates that "advertisements shall not contain false contents and shall not deceive or mislead consumers."

Industry insiders said that the identification and punishment of false advertising may be based on a number of laws and regulations. False publicity focuses on false publicity for the purpose of unfair competition, while false advertising focuses on deception and misleading consumers to achieve illegal profits.

According to Shen Meng, director of Xiangsong capital, the overall performance of MetS Bonwe is shrinking due to the dual pressure of consumer demand and economic situation. Although the false publicity may be an individual phenomenon, it can not represent the enterprise, but it also reflects that mattersbonwe is in a dilemma and unable to get rid of it.

As a matter of fact, behind the suspected false publicity of metsbouray, it is closely related to its continuously expanding performance loss. In the same period of last year, bontesville reported a net loss of RMB 305 million, which was significantly lower than that of the previous quarter, which was RMB 230 million. Among them, the third quarter achieved revenue of 1.087 billion yuan, a year-on-year decrease of 18.57%, and a net loss of 228 million yuan.

Under the continuous loss, the performance of MetS Bonwe is under pressure. "We decided to start a thorough and unswerving transformation and reform, and to find a very clear goal." Zhou Chengjian, founder of metsbank, said. According to the financial report, in the first half of this year alone, more than 500 stores were closed by Meibang. Zhou Chengjian believes that a large number of store closures are decisive stop loss, and said that through live delivery, virtual idol concept implantation and star endorsement, it is expected that the performance will recover in the second half of the year.

Shen Meng believes that the continuous loss of metsbouray is driven by the slogan of "light luxury" to form a large amount of production capacity inventory. However, when the consumption demand changes more and more rapidly and is more and more differentiated, it is difficult to transform the huge capacity, resulting in the bankruptcy of the slogan of "light luxury" and the difficulty in capital turnover.