The chaos of medical and American training exposed at the 315 party is only the tip of the negative iceberg of the American industry
2022-03-16
Yesterday was March 15, also known as international consumer rights day. The annual "315 party" was broadcast live on CCTV 2 sets. In the negative phenomena exposed in the 315 party, the reporter saw that the "chaos of medical and American training" was also prominently listed among them. The host of the party said that according to the statistics of the National Consumer Association, the complaints of the medical and beauty industry have increased nearly 14 times in five years. Some consumers even received the treatment of "undocumented" doctors in informal medical and American institutions, spent nearly 200000 yuan and injected more than 20 needles of hyaluronic acid. Due to the injection of hyaluronic acid into blood vessels, they lost sight in the left eye and had a large area of cerebral infarction, which was eventually beyond recognition. 315 party latest exposure, medical beauty training "water is too deep" According to the evening report, some medical and American institutions recruit students through the Internet and carry out relevant training such as injection injection, thread embedding and removing legal lines. Most of these institutions claim one-on-one counseling, hand-in-hand teaching, zero basic package teaching and package meeting, and issue graduation certificates to students. The undercover reporter participated in the micro plastic general class training of one of the medical beauty institutions. The institution is located in the office building. The training classroom is a large bay of the office building, with more than a dozen seats. Soft glue face molds are placed on the table. None of the trainees who signed up for the training has a medical background. The training lasts for 6 days and 6 nights. The teaching contents include botulinum toxin and hyaluronic acid injection projects, operation methods of catgut embedding, double eyelid and other projects, and even facial Feng Shui and marketing. "Whether we are professional or not, we have to pretend to be professional." The teaching staff said to the students in class. In the practice class, the zero foundation students work in pairs and inject each other's face with normal saline to simulate botulinum toxin. In the teaching staff's practice demonstration of wire embedding, the students who demonstrated as a case once had blood, and the "teacher" kept wiping the blood with gauze. After only one video viewing, the last double eyelid embedding course ended hastily with a silicone mold simulation. The students graduated from the training class and obtained the "practice certificate" issued by the "International Beauty Professional Certification Center". These "quick doctors" trained by medical and beauty institutions will travel in residential buildings, hotels and customers' homes in the community for the purpose of "making more money", and provide so-called medical and beauty services for consumers. If the operation is slightly improper, it will bring irreparable harm to consumers' body and mind. In fact, not only the 315 party in the evening, there are many discussions related to the medical and beauty industry in today's microblog topic. Radar finance, Phoenix finance, black cat complaints and many other blue V numbers have released contents related to the chaos of the medical beauty industry, involving multiple subjects such as medical beauty information platform and medical beauty institutions, multiple medical beauty projects such as hair transplantation and double eyelids, medical beauty training, medical beauty loans, medical beauty industry interest chain and so on. △ screenshot from Sina Weibo app The qualification and training of doctors mentioned in the 315 party has always been a part of the medical and beauty industry that needs more regulation and supervision. In today's news of many discussions on medical beauty chaos, the reporter found that hair transplantation seems to have become a focus of medical beauty training chaos. Hair transplant project into a medical beauty training "new disaster area"? At present, there are 250 million people with hair loss in China, which can be called a "big country of hair loss", according to a relevant article on China Economic Net. In recent years, with the increasing attention of the market to the "beauty standards" such as "hair volume" and "hairline", hair transplantation has gradually become a hot project in medical and aesthetic surgery. From 2016 to 2020, the market scale of China's hair transplantation industry has expanded from 5.7 billion yuan to 19.22 billion yuan. In fact, hair transplant technology has been introduced into China for only more than 20 years, and technical training and industry standards are extremely immature. Zhang Jufang, President of hair medicine branch of China plastic and cosmetic association, said in an interview that "there are less than 3000 qualified hair transplant doctors in the country". Therefore, with the 10 billion market comes a large number of "deep pits" and loopholes. Take Yonghe medical, a medical and beauty institution that was recently exposed to be complained about hair transplant projects, as an example. According to relevant articles of Consumer Reports magazine, Yonghe medical is currently the largest head chain hair transplant institution in China. However, from 2020 to 2021, many stores of Yonghe medical in Beijing, Guangzhou, Taizhou and other places were due to advertising Notice of punishment of employees or multiple departments. Head institutions are still the same. Attracted by the huge market and interests, it is conceivable that there are many black clinics with incomplete doctor qualifications and non-standard operation, as well as training institutions for fast-growing hair transplant doctors hidden in the corner of the hair transplant market. According to the relevant articles of consumer report magazine, the comprehensive class of a hair transplantation training institution can complete the teaching in only three days. In the publicity, an organization claimed that hair transplantation is simple and easy to learn. It only needs courage, seriousness, care and patience. Even some offline hair transplantation training experience courses are priced between 100 and 500 yuan. △ source: consumer report magazine In addition to simple training and quick appointment in three days, many problems such as false publicity of hair transplantation effect, poor effect and difficult rights protection also exist in the hair transplantation market. But at the same time, the medical and beauty industry is entering a period of strong supervision. According to qixinbao big data, by 2021, the number of administrative penalties in the medical and beauty industry had increased from 1108 in 2017 to 3841, and the number of judgment documents had increased from 21826 in 2017 to 44599, a record high. It can be seen that the supervision of the medical and beauty industry is continuously tightened, and the muddy water chaos has been gradually rectified. How do beauty brands deal with fake goods and Shanzhai? Plagiarism and counterfeiting are not new in the beauty industry. As long as they form a certain scale in the market, plagiarists and counterfeiters will emerge and be difficult to eradicate. In the interview with jumeili reporter, many brands said that there were problems of fake goods and fake goods. "With the accumulation of star product sales and reputation, the behavior of making and selling fake goods will become increasingly rampant", "there will be more fake goods in distribution channels", "there are few fake goods and many fake goods"; Some brands said they had not encountered fake goods and Shanzhai. "It mainly focuses on pinduoduo, 1688, Taobao and other e-commerce channels". Many brand leaders mentioned that among these platforms, fake goods and Shanzhai products in online distribution channels such as C store have a great impact on the brand, mainly in two aspects: ① There are quality problems in fake / fake products, which affect consumers' cognition of brands and categories, and then affect word-of-mouth and sales "(fake goods, plagiarism) what has a great impact on us is that some brands will make almost the same packaging as us, and even some fake goods are very similar to genuine ones in terms of packaging, product name and store detail page design." "However, there is a big gap between the internal products. Counterfeit products may not spend so much time and energy on the development of product texture and color. When consumers buy fake and fake products, the use effect is very poor, but because the packaging is similar, they will mistakenly think that our products are of poor quality or have safety problems, which will affect the brand reputation and consumers' understanding of this product Class cognition. " The relevant person in charge of a cutting-edge makeup brand said. ② The price of fake / fake products is usually much lower than that of genuine products, which affects the brand's price control system The person in charge of the live broadcast of a skin care brand said: "(fake / fake products) The impact on us is mainly in terms of price. The price of fake goods is much lower than that of genuine products, which will have risks. At present, our investment in cracking down on counterfeiting is relatively large. The distribution channels are controlling the price and staring at it every day. Distribution has not been fully liberalized. There are still some channels that we are self-supporting, so there are not many distributors. " The rampant counterfeits / Shanzhai products have prompted genuine brands to embark on the road of cracking down on counterfeits and safeguarding their rights. At present, there are mainly the following ways for brands to fight counterfeiting and protect their rights: Basic consumer feedback maintenance and reminder to guide consumers to buy products through official channels Online reporting rights protection applet, consumers can report with one click Under the supervision of the outsourcing and self owned anti-counterfeiting team, the platform will remove relevant goods from the shelves through a large number of complaints and reports Cooperate with the supervision of law enforcement departments and carry out anti-counterfeiting actions Take legal means, unite the forces of public security and criminal investigation to find the source and initiate litigation Although the awareness of rights protection of brands has been strengthened and the investment has been increased, at present, the source of many fake / cottage products is difficult to trace, and rights protection still takes a lot of time and cost. For most brands, the road of combating counterfeiting is difficult. "At present, all we can do is crack down on counterfeiting, find relevant fake shops and protect our rights by reporting on the platform. Only with the power of brand, we can not completely eradicate the counterfeiting and selling behavior of criminals", "The speed of opening stores to sell fake goods is very fast, especially on platforms like pinduoduo, with little margin. Even if some stores selling fake goods are reported off the shelves now, they can soon open again in another place.". Although it is difficult to protect rights, many brands are still trying their best to crack down on counterfeiters and counterfeiters. In the "315 consumer rights protection day", a day when the public pays attention to "fake fighting and exposure", brands such as huaxizi and hBN have released their achievements in rights protection and anti-counterfeiting and genuine purchase and inquiry channels. At 10 a.m., huaxizi officially released the relevant microblog of "315 crackdown on counterfeiting". The content shows that up to now, huaxizi has deleted 54574 infringement links, obtained 65 successful judgments on infringement, banned 4 infringing stores with the joint market supervision and administration, handled 9 cases of name infringement with administrative complaints, and released huaxizi's genuine product purchase channels and genuine product query strategies, Invite consumers to participate in reporting violations. △ source: Sina Weibo In addition, the mystery of New Zealand was launched in 2021 in conjunction with public security organs and other law enforcement departments to conduct relevant actions such as making and selling fake certificates, arresting suspects and so on. △ figure source: Mystery of New Zealand brand Half Mu Huatian, Dr. mystery, Fuqing, bedma, misting, Adolf and other brands have all cracked down on fake / cottage products in various forms, and also provided consumers with tips on authentic product screening methods and official channels. △ figure source: brand side and brand official platform In addition to the anti-counterfeiting and rights protection of beauty brands themselves, in recent days, relevant regulatory authorities have also continued to promote the investigation and handling of false publicity problems in cosmetics brand advertising, so as to eliminate the market environment. For false publicity, the industry media had many reports before. From domestic small-scale brands to international giants, they had been fined for suspected false publicity. With the arrival of many laws and regulations in the cosmetics industry, the market supervision department has been more and more severe in the false propaganda of cosmetic advertisements. Not only has the scope of investigation been extended to the brand official account, but also the publicity information in past advertisements has been traced and punished. Publishing false advertisements is still punished retroactively after three years! For example, recently, an administrative penalty notice issued by the official account information platform for market supervision and management in Guangzhou showed that the Guangdong Jiaxun Cosmetics Co., Ltd. (hereinafter referred to as "Jiam Meng") was fined 200 thousand yuan for advertising fraud because of the alleged false publicity of the public number. △ screenshot from Guangzhou market supervision and administration administrative punishment information publicity platform The decision on administrative punishment mentioned that on December 24, 2021, Guangzhou Baiyun District market supervision and Administration Bureau received
Edit：Li Ling Responsible editor：Chen Jie
Source：36Kr
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