On the afternoon of September 3, #CanadaGoose was fined 450,000 yuan for false advertising, and it became a hot search on Weibo!
A down jacket filling that costs 8, 9 or even tens of thousands does not live up to its name?
The name of the filler is not true, and he was fined 450,000 for false advertising
According to the national enterprise credit The information disclosure system shows that CanadaGoose’s affiliated company, Xiji (Shanghai) Trading Co., Ltd., used advertisements to falsely promote goods or services, deceive and mislead consumers, and was fined 450,000 yuan by the Shanghai Huangpu District Market Supervision and Administration Bureau and ordered to Public correction, order to stop publishing, order to correct.
It is understood that according to the content released by the Canada Goose flagship store, the down mixed material used in the products it sells is “All contain Hutterite down, which is the finest and warmest Canadian down.”
However, according to relevant experts from the Municipal Supervision Bureau of Huangpu District, Shanghai, when the bird species are the same, the quality of down is related to the maturity of the bird, and depends on the place of origin, The climate has nothing to do with it. Therefore, the party’s emphasis on the “Hutterite” origin to highlight the warmth retention properties of down has no factual basis.
At the same time, there is a rare down in Canada called “Eider Down”, which is warmer than the down mixed material used by Canada Goose
AccordingtoasurveybytheShanghaiHuangpuDistrictMarketSupervisionandAdministrationBureau,mostoftheproductssoldbythepartiesdidnotusehigh-loftgoosedownwithbetterthermalinsulationperformance,butusedDuckdownwithalowerfillpower(euckdownproductswithafillpowerof625accountfor69%ofallproducts).Judgingfromthehorizontalcomparisonofthedownusedintheproductssoldbytheparty,theparty’sgeneralstatementthatthedownusedintheproducts”allcontainHutteritedown,whichisthebestandwarmestCanadiandown” is inconsistent with the facts and constitutes false advertising. Behavior.
Article 4 of the Advertising Law clearly stipulates that advertisements shall not contain false or misleading content, and shall not deceive or mislead consumers. Article 37 also mentions that no unit or individual may design, produce, act as an agent, or publish advertisements for products or services that are prohibited from being produced or sold or provided by laws and administrative regulations, as well as goods or services that are prohibited from advertising.
According to the provisions of the Consumer Rights Protection Law, if a consumer’s legitimate rights and interests are harmed because an operator uses false advertising or other false publicity methods to provide goods or services, he or she may file a complaint with the operator. The person requested compensation.
Reported a loss of 300 million in the first quarter
CANADA GOOSE ) is an outdoor down brand that has become popular in recent years. According to data, in 1957, the predecessor of Canada Goose was born in a small warehouse in Toronto, specializing in wool vests, snow suits, etc. It was not until the 1970s that Sam Tick’s son-in-law David Reiss invented a new down filling machine and created the Snow Goose trademark, which later evolved into Canada Goose, which has now developed into the world’s leading luxury clothing manufacturer.
In 2017, Canada Goose ushered in a bright moment. The company was listed on the Toronto Stock Exchange and the New York Stock Exchange at the same time, and entered the Chinese market in 2018.
According to media reports on August 16, the first fiscal quarter of fiscal year 2021 (as of June In the three months to September 27), Canada Goose sales reached 56.3 million Canadian dollars (approximately RMB 290 million), a year-on-year surge of 116%.
However, due to excessive channel layout costs, Canada Goose’s net loss in the first fiscal quarter was still as high as 58.4 million Canadian dollars (approximately RMB 300 million). In other words, in just three months, Canada Goose still lost 300 million yuan.
As soon as the financial report was released, Canada Goose immediately fell sharply. As of August 17, the company’s stock price fell from around US$44 to around US$34, a drop of 23% in a week.
It is worth noting that the Chinese market has become an important driving force for Canada Goose’s “return to blood”. In the first fiscal quarter, direct retail sales A year-on-year surge of 188%.
In order to better seize the opportunities in the Chinese market, Canada Goose also promoted the president of China to the president of the Asia-Pacific region to coordinate marketing activities in the entire Asia-Pacific region. It is reported that in the second half of the year, Canada Goose will continue to increase its investment in the Chinese market. Not only will it open three new stores in July, but it will also open three more stores in the autumn.
The price was over RMB 10,000, but it caused a queue and sold out
Known as the “Hermès of down jackets,” Canada Goose’s prices are not affordable at all. Taking men’s down coats as an example, the prices are easily 8,000 to 9,000 yuan, and some even exceed 10,000 yuan. But the high price cannot stop consumers’ enthusiasm.
According to previous media reports, at the beginning of this year, Canada Goose in Shanghai was snapped up. The queue time at the flagship store ranged from 1 hour to 3 hours. Down jackets priced at nearly 10,000 yuan were almost sold out.
When the Beijing Sanlitun brand store opened in 2018, it was reported that people had to queue for more than 30 minutes to enter the store. </p
