Recently, a statement issued by Linyi County Government of Shanxi Province on the improper marketing method of "Linyi Apple is unsalable" has aroused concern. According to the statement, a number of e-commerce companies released the marketing plan of "Linyi Apple is unsalable" and used the "sad card" to market Linyi Apple, which had a serious impact on the brand image of the local fruit industry, and the marketing content was exaggerated and inaccurate.

　　Beijing Youth Daily reporter saw that in WeChat official account and e-commerce platforms, there are still merchants who sell apples by slow sales as a marketing propaganda method. In addition to Linyi apples, there are also many businesses selling goods on the grounds of "apples are unsalable", "fresh bamboo shoots are unsalable" and "pineapples are unsalable", all of which use photos of the same old man as propaganda maps. In this regard, e-commerce customer service said that merchants may be suspected of infringing portrait rights, and the platform will also supervise the sales behavior of merchants.

　　event

　　"Linyi apples are unsalable"? Local claims exaggerate the facts.

　　On May 7th, Linyi County Government of Yuncheng, Shanxi Province issued a statement on the improper marketing method of "Linyi Apple is unsalable". According to the statement, recently, several e-commerce platforms released the marketing plan of "Linyi Apple is unsalable", and used the "sad card" to market Linyi Apple, which had a serious impact on the overall brand image of Yuncheng Fruit Industry. After comprehensive and in-depth verification, there are many exaggerations and inaccuracies in this information.

　　According to the investigation of Linyi county government, the videos and pictures selected for the report were all taken before 2016, and some of them also used the "posing" method to deliberately create a poor image of fruit farmers. In addition, in order to win the sympathy of consumers to the greatest extent, e-commerce deliberately creates the ugly characteristics of Linyi apples, and the apples presented are all inferior fruits with rust scars, pockmarks, black spots and cracks. These apples are the residual apples left after merchants screen and purchase high-quality apples, accounting for only a small proportion.

　　Linyi county government also said in the statement that some platforms have obtained materials with official seals of local townships, villages and fruit industry departments by improper means, and the contents of the statement are seriously inconsistent with the facts; Most platforms deliberately exaggerate the severity of slow sales of fruits, resulting in unreasonable fluctuations in apple prices.

　　According to the survey, the main sad brand is a common marketing method, and agricultural products such as pineapple in Xuwen, Guangdong Province and tangerine in Anhui Province have also been marketed in this way. The purpose is to attract people’s attention and gain consumers’ sympathy, which is convenient for fruit farmers to sell their fruits in a short-term and partial way, but it will damage the overall brand image and the overall interests of all fruit farmers in the long run.

　　Yesterday, the reporter of Beiqing Daily searched on an e-commerce platform and found that there are still many businesses selling Linyi apples in the name of "caring for farmers" and "40 million kilograms of apples are unsalable in Shanxi". One of the merchants who claimed to sell unsalable apples in Linyi sold 8.5 kg of apples at a price of 28.7 yuan, while the place of delivery was Shenzhen, Guangdong. On its publicity page, an old man wiped his eyes with his arm, holding several banknotes from 10 yuan and 5 yuan in his hand. In other pictures, there are a lot of moldy or damaged apples piled on the ground, and some elderly farmers are standing in the village with apples in their hands. There are many words in the propaganda, such as "fruit farmers are in a hurry" and "want to cry without tears". Commodity reviews show that many buyers are buying for the promotion of helping farmers. The seller admitted to the reporter of Beiqing Daily that the store address was in Shenzhen, but claimed that the photo was taken by "friends who arranged for employees to go to the place of origin".

　　survey

　　Abused "slow-moving grandfather"

　　The reporter of Beiqing Daily learned that in addition to "Linyi apples are unsalable", there are many businesses selling goods by "promoting unsalable", including pineapple, fresh bamboo shoots and other foods, as well as blankets and other supplies. Surprisingly, many businesses use photos of the same old man, and this old man is also named "unsalable grandfather" on the Internet.

　　In one of the shops selling apples, the publicity picture shows the old man on the left, a large number of apples on the right and the words "Apples for sale, love and help" in the lower right corner. The price of apples is 27.9 yuan for 10 Jin, and the freight is 20 yuan.

　　Merchants said in the propaganda, "The local natural environment is only suitable for growing apples, and the economic income is very limited. The blocked traffic makes the fruit harvested every year rotten and can’t be sold. " Merchants are also equipped with photos of local fruit farmers, simple houses and a large number of apples.

　　In the publicity, the merchant said that the unsalable apples were produced in Yucheng County, Shangqiu, Henan Province, and the delivery place was Dashahe Town, Fengxian County, Xuzhou.

　　In this regard, the reporter of Beiqing Daily contacted the Yucheng county government. The government staff said that there are indeed many apples planted in the local area, but this year I have not heard of slow sales. "This is a marketing method, which exaggerates marketing." The staff of Dashahe Town Government said that there was unsalable agricultural products last year, but the inventory should have been processed by now. Even if there are still apples left, it is not recommended to buy them. At the same time, there is no traffic jam in Dashahe Town.

　　Another store selling "wild bamboo shoots" also used photos of "slow-moving grandfathers". The image of the old man in the propaganda picture remains the same, except that the picture on the right side is replaced by bamboo shoots, which are also accompanied by the words "seeking help".

　　The store told the reporter of Beiqing Daily that bamboo shoots came from Lingui District, Guilin, and he didn’t know the "slow-moving grandfather". He used this photo only because "he is good at pulling business", and many different businesses are also using the photos of the grandfather to attract customers. The store also said that because this kind of "wild bamboo shoots" only has a one-month listing period, it really helps the sales after using the photos of "slow-moving grandfather". "Fruits and rice noodles are used a lot, and we are not a family."

　　Later, the reporter of Beiqing Daily called the Lingui District Government of Guilin City. A staff member said that it was past the bamboo shoot digging season and had never heard of unsalable agricultural products. "Bamboo shoots are generally dug around Qingming, and now they are very old, and the local planting bases are not so large. Most of them are wild and it is impossible to produce unsalable products."

　　Through the image recognition search, after the reporter of Beiqing Daily entered the head photo of "slow-moving grandfather", he identified more than ten kinds of goods, and the types and origins of goods were different. In addition to apples and bamboo shoots, there were lemons, melons, loquats and other foods, even including rose seedlings, lamps and other commodities. The words "seek help" or "help us" were written on the lower right of the publicity map.

　　respond

　　The platform called "slow-moving grandfather" photos or suspected infringement.

　　Yesterday, the reporter of Beiqing Daily contacted the customer service of the online e-commerce platform. For the merchants to sell goods in the name of "slow sales", the customer service said that users can make complaints if they find that the situation is inconsistent, and the staff will handle it.

　　In addition, the company also has a large database, which will supervise the merchants. In addition, after seeing the photo of "slow-moving grandfather", the customer service staff said that many shops have used the photo of this grandfather as propaganda, which has been suspected of infringing on the right to portrait. "The shop owner has the right to protect his rights and interests if he finds it. The platform will definitely be responsible for him."

　　lawyer

　　Shops should bear corresponding administrative responsibilities for false propaganda.

　　Lawyer Han Xiao of Beijing Kangda Law Firm said that the store sells Linyi apples and other commodities in the name of unsalable sales, and the statement is seriously inconsistent with the facts, deliberately exaggerating the severity of unsalable fruit, which has been suspected of false propaganda as stipulated in the People’s Republic of China (PRC) Anti-Unfair Competition Law. According to relevant regulations, the operator may be fined more than 200,000 yuan and less than 1 million yuan; If the circumstances are serious, a fine of not less than 1 million yuan but not more than 2 million yuan may be imposed, and the business license may be revoked.

　　Regarding the issue of consumer rights protection, Han Xiao introduced that the false propaganda behavior of online stores violated consumers’ right to know. Apple and other commodities do not belong to the category of "seven days without reason to return", but consumers and stores can ask for a refund after consultation.

　　In addition, based on the intention of fraud, the store has carried out fraudulent acts of false propaganda, which has caused consumers to have a wrong understanding and bought their fruits based on the wrong understanding. If it has caused losses to consumers’ property (for example, consumers spend a high price to buy back inferior fruits with scars, pits and cracks), their actions are suspected of fraud.

　　Text/reporter Guo Linlin Intern Zhang Yaolin

Topic: picture channel

　　

　　As a leading enterprise in China’s real estate industry, Wang Shi, chairman of Vanke Group, is still at the cusp of fierce controversy, and Pan Shiyi, president of SOHO China, recently declared that many real estate companies in China will have drastic changes within 100 days and enter an unprecedented financing difficult period.

　　Once the viewpoint of "Hundred Days Drama Change" was thrown out, it immediately aroused unprecedented repercussions. What kind of tomorrow will China real estate industry face? Will housing prices fall in the "drastic changes" predicted by Pan Shiyi? How many housing enterprises will "die" in this cold?

　　On March 25th, when Pan Shiyi attended the Sina Real Estate Innovation Summit, he accepted an exclusive interview with the reporter of China Times to explain in detail the "Hundred Days Drama Change" released by him.

　　The sudden change of the situation leads to "a hundred-day drama change"

　　China Times: Why do you put forward the view that the real estate industry will face a "hundred-day drama change" at this juncture?

　　Pan Shiyi: At the end of November last year, the central government put forward a tight monetary policy, but the formulation at that time was still relatively general, and the international situation was still unclear at that time, and China’s monetary policy still had operational flexibility.

　　But this year, especially since February, the CPI has increased by 8.7% year-on-year, and the inflationary pressure is enormous. When answering a reporter’s question, Premier Wen Jiabao said that the first thing for the government this year is to control the CPI index to around 4.8% and GDP growth to 8%. To control inflation, we must implement a tight monetary policy.

　　The day after the Prime Minister made these remarks, the reserve ratio of the central bank was raised to 15.5%, which is already very high. At this time, the domestic situation has become clear, and the tight monetary policy is very clear.

　　Let’s take a look at the international environment. In the past two months, there have been some events and current situations, such as the Bear Stearns incident and the stock market crash, including the stock crash of overseas listed real estate companies, the failure of real estate enterprises to issue bonds and shares. There are more than 40 real estate enterprises that want to list this year.

　　However, led by Evergrande Real Estate, its IPO has been shelved. At this juncture, any IPO will go wrong. This is a landmark event, and the pipeline between the international capital market and China real estate is basically blocked.

　　China Times: Last year, you were still refuting Wang Shi’s "inflection point theory", and now you are proposing "a hundred-day drama change". Is it inconsistent?

　　Pan Shiyi: Up to now, my point of view has changed, because the situation changes every day, and I am constantly revising my point of view as the situation changes.

　　Last year, when I talked to Wang Shi about the inflection point, I listed the data to refute him. At that time, I didn’t expect the American economy to be so bad. I didn’t expect Bear Stearns to have an accident. I didn’t expect the subprime mortgage crisis to be endless. I didn’t expect the CPI index to rise to 8.7%.

　　Including the current point of view, I am not necessarily right. The real estate industry is 200 billion yuan a year. The domestic and international situation of such a big industry and market has changed too fast.

　　Diwang developers will be greatly adjusted.

　　China Times: Which real estate enterprises do you think will face the most severe challenges in this upcoming great change? Is it possible for small and medium-sized real estate enterprises in China to be integrated?

　　Pan Shiyi: The year before last, especially last year, many developers were irrational and bought many landlords. However, the real estate industry cannot do without the support of the financial industry and the capital market. If this support is disconnected or weakened, the real estate industry will face great adjustments. And the first to be adjusted are those real estate enterprises that expanded extremely last year and the year before, and they will face the biggest problem.

　　Some people say that I want to merge small and medium-sized enterprises, which is a wrong misinterpretation of my point of view. Some small and medium-sized real estate enterprises in China have not expanded, and the capital chain has been well arranged. When the winter comes, they will naturally not encounter problems. On the contrary, it is the developers who have expanded extremely in previous years who are most prone to problems.

　　China Times: Do you think that the real upheaval is those Diwang enterprises that emerged last year?

　　Pan Shiyi: It is an indisputable fact that the financial situation at home and abroad is tense, which leads to the lack of money in the real estate industry. But even for Diwang enterprises, every situation is different. There are pains, only you know.

　　Buying a house can resist inflation.

　　China Times: Do you think the house price will drop because of the "100-day drama change"?

　　Pan Shiyi: When it comes to "dramatic changes in a hundred days", this is a general concept, maybe two months, maybe four months. Speaking of this view, people are most concerned about the problem of housing prices, that is, the impact of drastic changes on housing prices-is it rising or falling? But we can’t look at the price for the sake of the price. Behind the price is the relationship between supply and demand.

　　We need to see if it has an impact on demand, and the control of mortgage loans will definitely have an impact on demand; Whether it has an impact on supply, if you have land, you can’t build a house without money, and supply also has an impact; Whether house prices are rising or falling depends on which is more affected, demand and supply, and whether the state of supply and demand can still be in a balanced state.

　　China Times: When developers encounter drastic changes, will they withdraw funds by reducing prices?

　　Pan Shiyi: Price reduction is not only a problem in the land market, but also a problem in the real estate market. From the perspective of the real estate market, in January and February this year, because of the turning point, the cold weather and weak demand, the transaction volume was falling, but from the end of February to March, the sales volume increased greatly, which proved that the demand was still strong.

　　Under this demand, developers will not reduce prices, but also see whether inflation can be controlled. If it can’t be controlled, I suggest that everyone should buy a house quickly. Only by buying a house can we resist inflation. This is a particularly simple truth. I think we should buy something valuable, and the house is the most valuable and valuable.

　　It will only develop in Beijing’s Third Ring Road.

　　China Times: How do you think real estate enterprises should cope with the coming challenges?

　　Pan Shiyi: For some enterprises that are short of money, when winter comes, they will either find a hole to drill down like frogs or fly away like migratory birds. The subprime mortgage crisis in the United States and China’s tight monetary policy are the signs of winter. At this time, we should adopt a strategy, transfer the land we have in hand, and exchange the projects in our hands for money to save our lives.

　　China Times: In this drastic change, will SOHO China use its 15 billion yuan to make a series of acquisitions?

　　Pan Shiyi: We still focus on acquiring land, not real estate companies. Because the management style and business model of other real estate companies are different from ours, it is difficult to integrate.

　　China Times: Where will your 15 billion cash be spent? Qianmen project?

　　Pan Shiyi: With the coming of winter, our cash of 15 billion yuan is not abundant, so we should do some projects with high profit rate, high return rate and good market foundation.

　　In November and December last year and January this year, we talked about some land projects in seven or eight cities across the country. In February, when winter came, we all withdrew to Beijing.

　　With 15 billion cash and 500 employees, according to our strategy, we should spend our limited resources on ideas. Where is the point? Just within the Third Ring Road in Beijing, Qianmen Project is one of them.

　　

Editor: Zhang Toya