評論
打印
Authorities in the High-Tech Zone of Hefei, Anhui province, have launched an investigation into a company accused of misleading consumers during live-stream sales of a brand of mooncakes, according to a Tuesday announcement from the local market regulation department. The case will be handled based on the findings of the investigation and relevant regulations.
合肥高新區市場監督管理局發布通報稱，對三只羊網絡科技有限公司在直播中涉嫌“誤導消費者”等行為，已立案調查，將根據調查結果依法依規處理。
The mooncakes in question, branded as "Hong Kong Meicheng Mooncakes," were sold in live-stream sessions hosted by influencers affiliated with Sanzhiyang Network Technology, a Hefei-registered company. Three packages of the mooncake were sold at 169 yuan ($23.8).
近日，三只羊集團創始人張慶楊（瘋狂小楊哥）等主播在直播間聲稱“香港大牌美誠月餅”是香港高端品牌，里面是黑松露，還是米其林大師調制的。在直播間中售價為169元三盒。
The brand has sparked controversy after several agents and netizens noted that while the name suggests a Hong Kong origin, no physical stores were found in Hong Kong. Furthermore, the mooncakes' packaging indicated that they were produced in Guangzhou and Foshan, Guangdong province.
但多名代理商和網友表示，美誠月餅在香港沒有門店。也有網友曬出已購月餅的產地信息，基本都是廣州和佛山。因此紛紛質疑三只羊網絡科技有限公司在直播中涉嫌“誤導消費者”等行為。
Many consumers raised concerns about potential false advertising, claiming their refund requests were denied. Meicheng Mooncakes' customer service responded that "mooncakes are seasonal and special food items" and are therefore not eligible for the 7-day no-reason return or exchange policy.
有網友在網上發帖稱，自己買了9箱美誠月餅，發現網上熱議并非香港月餅后感覺受騙，要求退貨但被客服以“月餅是季節性和特殊食品，不符合 7 天無理由退換貨政策”為理由拒絕。
On Sept 14, Meicheng Mooncakes' customer service explained that the brand is registered in Hong Kong and holds a trademark certificate. They also stated that the brand's research and development team is based in Hong Kong. However, by that evening, live-stream sales of the product had stopped, and major e-commerce platforms like Tmall and JD had removed the mooncakes from their listings.
14日，涉事品牌方客服回應稱，品牌從未說“香港美誠月餅”是香港生產的，但在香港、廣東都有公司，在內地設有生產基地和運營中心，屬于合法合規經營銷售。當晚，“三只羊”旗下直播間最終停止銷售美誠月餅，并關閉了評論功能以應對洶涌的負面評論。淘寶等平臺也下架了美誠月餅。
Wen Xiaofeng, a lawyer at Guangdong Bingjia Law Firm, said whether false advertising occurred depends on whether the live-stream hosts emphasized the mooncakes' Hong Kong origin and whether consumers believed they were purchasing a product made in Hong Kong. If consumers were led to believe the product was produced in Hong Kong, it could constitute false advertising, he noted.
廣東秉甲律師事務所律師文曉峰認為，從已有報道上看，美誠月餅及小楊哥是否涉嫌虛假宣傳主要還是要看小楊哥在直播過程中，是否有強調該月餅為香港月餅，在直播間下單購買該月餅的顧客是否基于小楊哥介紹認為是香港月餅，“畢竟很多人是認為香港的月餅是比較高級的，若小楊哥強調該月餅為香港月餅就會給消費者產生一種誤解為：該月餅是在香港生產的，品質是按照香港那邊的標準生產的。這便涉嫌虛假宣傳，誤導消費者?！?/p>
The practice of "overseas trademark registration with domestic production" is common in branding, Wen added. Whether this constitutes fraud depends on whether the marketing aligns with the actual origin of the product.
文曉峰指出，在品牌運營過程中，“境外注冊商標，境內生產、銷售”的手法比較常見，是否涉及虛假宣傳，主要看商品銷售過程中對產地的廣告宣傳，與產品的產地標識是否相符，也就是說會否導致消費者選擇該產品時產生誤解，如果不相符那就可能構成欺詐行為。
本文轉載自中國日報網，如有侵權，請聯系我們刪除。
