Meitong market chaos: take the price of 9.9 yuan? Agents are afraid to sell
2022-04-06
"Do you have a reliable Meitong recommendation?" "I have Korean silicone gel throwing in here, and seckill." On some social platforms, "pure deer" and "enchanting electric pupil"... Meitong with various gimmicks has attracted countless beauty lovers. In recent years, with the rise of beauty economy, Meitong has almost become a common beauty product like lipstick. Especially after the outbreak of the epidemic, the consumption of beauty makeup has been greatly reduced. In this context, eye makeup categories have become the fulcrum to support the beauty economy, and the demand for beauty pupil arises from time to time. Relevant data show that the market scale of Meitong has risen rapidly in the past five years, with an annual compound growth rate of 41%, and the terminal sales will exceed 20 billion yuan in 2020. However, the reporter's recent survey found that while the Meitong market is booming, problems such as unclear business qualifications and low-quality products endangering eye health are also gradually emerging. Meitong agency threshold is low No qualification review is required "Will wearing a beautiful pupil for a long time cause substantial damage to the eyes?" This is the most common problem encountered by almost every beauty pupil lover. On some social platforms, the discussion about the harmfulness of Meitong has always been hot. A variety of cases are mixed with all kinds of shocking pictures, which have a real or false impact on the psychological endurance of consumers. Yuanyuan has been acting for Meitong for seven years. In her opinion, for people with myopia, "Meitong can not only replace glasses, but also enlarge their eyes and look better". It is understood that the beautiful pupil as a color contact lens, also known as corneal contact lens, is directly attached to the tear layer of the cornea to achieve the purpose of vision correction. Based on the reason of direct contact with human eyes, relevant departments will supervise Meitong with class III medical devices. The seller can operate legally only with a business license and medical device business license. If it is sold on the e-commerce platform, it also needs the qualification certificate of Internet drug information service. Yuanyuan observed that due to the small variety and slow update of Meitong on e-commerce platforms, most consumers prefer to buy and sell privately, such as looking for purchasing agents or Meitong agents through social platforms, which leads to the emergence of a large number of Meitong agents. According to her, her team has manufacturers, franchisees and agents, and the status of franchisees is higher than that of agents. As an agent, her family is a large franchisee with "experience". Such franchisees pay higher franchise fees and can get more sources of goods at a lower price. The sales mode of the team is mainly based on "customer order - one click link filling - unified delivery in the warehouse". At the same time, everyone who joins the team can also develop agents, set their own agency fees and earn the price difference. The simple and fast working mode has attracted many people to step into the industry part-time. However, the influx of a large number of people has also brought problems such as different product standards and doubts about the qualification of merchants. The reporter compared a number of Meitong malls and agents and found that the price difference of Meitong products of the same series under the same brand ranged from tens of yuan. Take a series of medusee products of Meitong brand as an example. In the hands of different agents, the prices are 158 yuan / pair and 258 yuan / pair respectively. "This is a very common phenomenon. The sales price for customers will be much higher than the price of goods. The more expensive Meitong is, the greater the price difference is. Moreover, each agent can set the price at will according to his own purchase price, as long as he can return the price." Yuanyuan explained to reporters. A pair of Meitong sold in the market for 168 yuan. What will the actual price of the agent be? "78 yuan a pair. This is only the agency price. The delivery price and actual cost of some large franchisees are much lower than this price." Yuanyuan said. When the standards cannot be unified, how can consumers ensure that the business qualification they buy is credible and reasonable? In order to have a deeper understanding of Meitong agency industry, the reporter joined a Meitong agency team known as "complete three certificates". For business qualification, the reporter raised concerns and doubts to franchisees. So the franchisee provided the reporter with a copy of the picture of the medical device business license and business license, and told the reporter to use the same picture if any customer asked about qualification. At the same time, some businesses will not reply when the reporter asks them to provide the business license of medical devices. In this regard, Yuanyuan told reporters that many consumers do not have to verify and check this certificate, but out of a test - to test whether the store is reliable. Some of them don't care whether the source of this paper certificate is true or false. Xiaofan has also been a Meitong agent for many years. According to her introduction, many agents and consumers around her have not established the cognition of "Meitong = medical devices", and almost still look at and buy Meitong products from the perspective of cosmetics. When she was acting as an agent, the team not only did not provide any medical device business license certificate, but also did not popularize relevant knowledge to her, but also focused on the color plate of Meitong and the quality of promotion. Various promotion methods Attract traffic and get benefits In what ways will Meitong agents pay so much attention to the promotion? In the process of reporters joining the above Meitong team, whenever a new agent joins in, the team will carry out some simple "training". After the reporter paid 88 yuan agency fee, the online sent several documents to the reporter, which listed in detail how to establish a reliable "business image" and provide appropriate marketing plans. In the training document, the team asked the reporter to change the simple and catchy name and nickname, stipulated that about 5 walking charts and Buyer show feedback should be sent every day, and suggested that they should be updated in a fixed time period every day, such as 7:00 to 9:00, 12:00 to 14:00 and 20:00 to 22:00, to suit everyone's work and rest time. In addition, in the promotion and marketing plan, the team suggested that each agent should interact with people on the social platform to increase familiarity. The same baby, same Yu Shuxin, same blackpin... The reporter found that a large number of Meitong brands are selling under the name of "same star". These Meitong with star photos and "same star" often sell very high. The monthly sales of yushuxin's same Meitong on an e-commerce platform reach more than 50000 pieces. The new advertising law, which came into force on September 1, 2015, clearly stipulates that "advertisements of medical treatment, drugs, medical devices and health food shall not use advertising spokesmen for recommendation and certification". A number of experts interviewed by reporters believe that these Meitong products use the "same star" publicity to stimulate sales, which is playing a "marginal ball" of star promotion and endorsement. The reporter noted that the team also gave 20 microblog numbers with strong purchasing power at the end of the document, and made a detailed portrait of target customers: Star chasers, little girls, lack of social experience and high consumption power. Agents can attract the attention of fans, interact with them frequently, and then powder each other. Secondly, the team also suggested that agents dress up their various social accounts, including but not limited to setting up beautiful avatars, designing account layout, recharging platform members, and spending a few yuan to buy thousands of fans on the e-commerce platform to "decorate the appearance" to attract attention. In addition, these teams will hold various activities to drain from time to time, such as buying beauty pupil and giving benefits, cooperating with nail salons and bakeries to promote code scanning and participate in order free activities. It even includes the "pet drainage method" - for example, post a post that you have a pet to adopt, then write in the copy "sincerely ask a kind person to adopt", leave your contact information at the end of the text, and say "there will be a lot of people to consult". Of course, if you really mistakenly think that there are pets to adopt, it's wrong, because the promotion plan reads: "if a beauty adds you and asks you about sending pets, you just say that your pets have been given to others. It's too easy to attract female fans with this move." The reporter found that the most effective way to promote is to find wanghong and Tongmo, shoot and plant grass products, and some good-looking agents will also work part-time Tongmo themselves. According to Yuanyuan, when she asked wanghong for help in advertising, the price ranged from hundreds to thousands of yuan, which was mainly determined by the number of fans of the blogger. "Some agents have several contact information to contact different customers. They even change the customer's nickname to the information of the goods they have bought." Yuanyuan recalled, "I once read my wechat at home. All her accounts add up to at least thousands of customers." Ambiguous medical values It's hard to have both good and cheap In the case of unclear qualification and excessive publicity, the quality of Meitong has become a problem that consumers have to distinguish carefully. In recent years, it is common to see news such as eyesight decline and eye stones caused by frequent wearing of beautiful pupil. Behind the market prosperity and fancy marketing of beautiful pupil, many consumers who are attracted but whose discrimination ability is not yet mature often become victims of poor quality beautiful pupil. In April 2021, the media reported that Dai Meitong, a junior high school boy in Beijing, nearly lost his sight. One eye of the boy was often red and tearful. The parents took the child to the hospital for ophthalmology treatment. It was found that there was an ulcer in the cornea of the boy's left eye, with a depth of 1 / 2 of the cornea. If he went to see a doctor a few days later, the cornea might be ulcerated and perforated. In January of the same year, a woman who bought Meitong from wechat was uncomfortable with her eyes. After going to the hospital for examination, she was told that Meitong caused corneal ulcer. After using this beautiful pupil for 2 months, the tear film on her eye surface was damaged to some extent, and her eyes were easy to fatigue. The doctor did not recommend that she wear any kind of contact lenses again. According to some senior lovers of Meitong, if you want to buy a qualified Meitong product, the base arc, oxygen permeability, material and water content are the indicators you need to know, especially the oxygen permeability. According to the public data of the International Association of contact lens educators, the oxygen permeability, or Dk / T, is an indicator for the free breathing of the eye, which is an important standard affecting the quality of the beautiful pupil. However, for such an important indicator, many publicity on Meitong in the market tend to avoid the important and take the light. They only talk about the color, water content and diameter of Meitong, not the oxygen permeability of Meitong. The reporter contacted a brand Meitong agent to inquire about the value of oxygen permeability. The other party did not respond directly, but simply replied: "everyone buys Meitong according to the moisture content, and no one wants the oxygen permeability." Dr. Zhang, an ophthalmologist from a tertiary hospital in Beijing, told reporters that Meitong belongs to the third category of medical devices, which are "medical devices with potential danger to the human body and whose safety and effectiveness must be strictly controlled". Products of the same level are all important medical supplies such as disposable intravenous infusion needles, bone plates and vascular stents. In addition, the reporter noted that due to the large market demand and the high barriers for overseas products to enter the Chinese market, Meitong agent has become the way for some overseas brands without import batch numbers, especially Meitong, a Japanese and Korean brand, to enter the Chinese market. However, are these Meitong agents who promote "original import" really "pure overseas descent"? This may not be the case. According to Xiao Fan, almost all the Meitong she handled were shipped from China. She also expressed concern about the unknown source of Meitong: "at that time, I sold many so-called Meitong from Japan and South Korea, although I marked it from Japan and South Korea as required
Edit：He Chuanning Responsible editor：Su Suiyue
Source：Legal Daily
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