＂Five female doctors＂ started from the beginning： advertisements were ＂counterfeited＂ by Peking University.
BEIJING, May 13 (Zhongxin Finance Wu Jiaju) Recently, the advertisement of the collagen beverage brand "Five Female Doctors" was questioned to insult women on the hot search. On the 12th, some media reported that the Beijing municipal market supervision department had initiated an investigation. Where did the "five female doctors" come from?
Where are the "five female doctors" who were put on file for investigation?
The women in the advertisement of "Five Female Doctors" are ferocious. "My husband is angry with me, drinking", "staying up late to chase dramas, drinking", "one year older, drinking" and "drinking five female doctors, all of which are forced by you!" Such as advertising language, caused a lot of netizens’ strong disgust.
According to Jiupai news, on May 12th, Beijing market supervision department has initiated an investigation on the advertising dispute of "five female doctors".
A staff member of Beijing Chaoyang District Market Supervision Administration revealed, "In response to the complaints and reports of Beijing Qingyanboshi Health Management Co., Ltd. publishing vulgar advertisements and false propaganda, we have decided to file an investigation according to the relevant provisions on administrative punishment of market supervision and management, and are currently collecting evidence materials and interviewing brand parties, and will close the case within 90 days."
Tianyancha website shows that the company of "Five Female Doctors" is Beijing Qingyan Boshi Health Management Co., Ltd. According to the information of the national enterprise credit information publicity system, the company was established in 2019, with Jiang Yanfei as the legal representative and a registered capital of 31,473,623 yuan. Business scope includes: health consultation service (excluding diagnosis and treatment service); Old-age service; Services of nursing institutions (excluding medical services), etc.
Figure from the website of the National Enterprise Credit Information Publicity System
The company has 10 shareholders, including: Jiang Yanfei (holding 41.93%), Beijing Qingyan Boko Biotechnology Center (limited partnership) (holding 14.48%), Huang Xiaojie (holding 13.84%), Nanjing Huaying SME Development Fund Partnership (limited partnership) (holding 7.38%) and Beijing Hongshi Jingyuan Venture Capital Management Co., Ltd. (holding 7
Tianyancha website also shows that the company has one historical risk and 220 peripheral risks.
On October 12, 2020, the company was listed in the list of abnormal business operations because its registered residence or business premises could not be contacted.
On October 13, 2022, Beijing Ronghuahui Investment Management Co., Ltd., the shareholder of the company, was listed in the list of abnormal business operations because it failed to submit the annual report information as required.
On February 23, 2023, Hangzhou Qingyan Boshi Biotechnology Co., Ltd., which was invested by the company, was listed in the list of abnormal business operations because the registered residence or business premises could not be contacted.
Official website information of "Five Female Doctors" publicizes that the brand was founded in July 2019 by five female medical doctors from Peking University, and their profiles were also put on the homepage of official website. Its main products include collagen peptide vitamin C drinks and daily Kangtang plant drinks.
Screenshot of official website information of "Five Female Doctors"
According to Red Star News, only one of the five female doctors promoted in official website directly holds shares in Beijing Qingyan. Wang Yuchen and Chen Yuanyuan only indirectly hold shares in Beijing Qingyan through affiliated companies, accounting for a very small proportion. The Red Star Capital Bureau learned that Jiang Yanfei, who holds 41.93% of the shares, is one of the "five female doctors". In other words, only "a doctor" is trading.
In addition, Zhongxin Finance noticed that the publicity content of Tmall flagship store of "Five Female Doctors" showed that Carman Lee was its brand ambassador. In addition, the media has also disclosed that many stars have brought goods for the brand live broadcast.
There is no health food record for its products. It has "touched porcelain" at Peking University.
Professional, safe and effective … … The "five female doctors" put a lot of "labels" on themselves in their publicity and introduction. Is this genuine?
Zhongxin Finance noticed that "five female doctors" had promoted their products in the name of Peking University, peking university health science center and related experts and professors.
Image from the website of Peking University Medical College
However, peking university health science center issued a statement in September 2020, and received a report that Tik Tok’s account "Five Female Doctors Healthy and Beautiful Skin" and Tmall’s official flagship store "Dr. Qingyan" were named "‘ YOUNGDORCTOR’ Dr. Qingyan Collagen Peptide Drink "and other products for publicity.
"According to our investigation, the five people involved in this report are all doctoral students who graduated from our department in the past (two of them are suspected to have changed their names). The above-mentioned personnel’s behavior belongs to their personal behavior and has nothing to do with Peking University, peking university health science center and related experts and professors."
According to the report of The Paper, the products of "Five Female Doctors" have not been filed for health food, and the product packaging is also marked with the gbt31326 plant beverage food standard. However, in all kinds of communication, they constantly emphasize the efficacy of whitening products and solving skin relaxation.
Some lawyers have analyzed that according to Article 55 of the Advertising Law, false propaganda will face a fine of more than three times and less than five times the advertising cost, or a fine of more than 200,000 yuan and less than 1 million yuan. If the circumstances are serious, the business license may be revoked.
Zhongxin. comComment: It’s better to do a good job than to do a good job in marketing.
The controversial advertisement of "five female doctors" seems to be full of elements. It wants to market itself by resonating with women, but it causes disgust and backfires.
In the final analysis, it is because enterprises put the cart before the horse in the marketing process, putting the eye-catching and gimmicks in the first place and ignoring the respect for consumers. Consumers need good products, but they don’t want to be labeled and vilified in product promotion, and they don’t want to be sold.
Instead of racking their brains in marketing, it is better to do a good job in products and win a real reputation.
"Five female doctors" official website introduced that "users first, openness and honesty, and results-oriented" are their values, and I hope this is not just empty talk. (End)