July 14, Shenzhen Fu Anna Houseware Co., Ltd. (referred to as "Anna rich") the form of notice, which Hunan Meng Jie Textile Co., Ltd. (referred to as "Meng Jie Textile") "micro letter door" dispute forward Push one more step.
? ? Fu Anna said in the announcement that the company's case against Mengjie Home Textiles has been accepted by the People's Court of Nanshan District, Shenzhen City, Guangdong Province. Notice that the period April 2014 to May, the defendant continuously published on its official microblogging platform information, has violated the plaintiff's reputation, so as to safeguard the legitimate rights and interests of the plaintiff's own, special access to the courts, claims 2 million Yuan, and asked Mengjie Home Textiles to publish a statement on the main pages of newspapers issued nationwide for one month in a row, apologizing.
? ? Faced with Fu Anna's prosecution, Mengjie Home Textile responded that it would actively respond to the complaint, and said that it would counter- sue , and did not rule out " sue Fu Anna " .
? ? While the other protagonist of "micro-letter door" Carolina textile Co., Ltd. (referred to as "Carolina textile"), after the outbreak of the selected textile Meng Jie and reconciliation. However, WeChat still involved three listed companies in the home textile industry, and also exposed the gunpowder competition among the three home textile giants to the public.
? ? The analysis believes that every channel change in the home textile industry will trigger a new round of fierce competition. This time, the rise of e-commerce has caused companies to focus their energy on the channel again . The parties behind the " WeChat portal " are competing for mobile giant users.
? ? A WeChat triggered a " slobber war "
? ? Before and after the WeChat door incident came to the stage, Luolai Home Textiles chose to reconcile with Mengjie Home Textiles, but Fu Anna believed that it was her fault.
? ? The so-called Fu Anna accused Mengjie Home Textile of the " infringement " information. As of press time, it was still on the official Weibo platform of Mengjie Home Textile. May 27, Meng Jie Textile issued "public statement on manufacturing Fuanna false news repeatedly discredited Meng Jie textile" on the official micro-Bo, the statement said: "For media exposure Fuanna release '3.15' false news to discredit dream In the case of Jie Jiafang , Fu Anna not only did not publicly apologize, but also repeatedly issued a statement saying that ' Chang Ning Fu Anna ' had no direct relationship with him in order to dismiss his defamation and pointed out that Meng Jie discredited. "
? ? The incident stems from the reposting of a false news in the WeChat circle.
? ? During this year's 3.15, "Carolina textile platform, Wenling Carolina textile, Tianjin Carolina textile, often Ningfu An Na" micro-channel platform, forwarding a news article about Meng Jie textile products failed.
? ? It is reported that the news titled " 3.15 Home Textiles Unqualified Brands, See if Your Bedding Is Qualified" specifically emphasized that " Mengjie, Hengyuanxiang and other brand products also have quality problems . "
? ? The message from September 16, 2013 of a Red Net News: September 15, 2013, the Beijing Consumer Association official website of "CASE bedding comparative test results are summarized in Table Beijing," Meng Jie Textile result "The packaging box is inconsistent with the certificate and endurance label " is marked as " unqualified " . However, Mengjie Home Textiles said in a public statement that the news has been deleted because it was a false report.
? ? Spread in the micro-channel is changed to "Net Changsha March 15 hearing."
? ? Pi Shiming, director of PR of Mengjie Home Textiles, said in an interview with a reporter from the Beijing News: "The company also reported through distributors that the company's products were exposed to quality problems during March 15 and were not easy to sell. Exists. "
? ? "At the beginning of April , the company established an investigation team to investigate the messages forwarded by WeChat. " Pi Shiming said.
? ? After about a month, May 5, issued a public statement, said Meng Jie Textile, Carolina textile, Anna Rich textile use 3.15 keyword and use of sensitive consumer quality 3 · 15 hours, released on Meng Jie Textile unfavorable The information has violated the provisions of Article 14 of the Anti-Unfair Competition Law: The operator shall not fabricate or distribute false facts and damage the business reputation and commodity reputation of the competitors.
? ? The " WeChat Gate " incident officially came to the front desk.
? ? In the above statement, Mengjie Home Textiles requested that within seven days from the date of this public statement, Luolai Home Textiles and Fuanna Home Textiles on their official WeChat platforms, as well as their respective WeChat public platforms " Luolai Home Textile Platform, Wenling Luolai Home Textiles, Tianjin Luolai "Home Textiles, Changning Fu Anna " issued a public apology letter to Mengjie Home Textiles for this incident.
? ? After the announcement, Mengjie Home Textiles and Luolai Home Textiles reached a settlement. Pi Shiming said that it was the top management of Luolai Home Textiles who took the initiative to find Mengjie Home Textiles and the two parties reached a settlement.
? ? Tian Lai, the secretary of Luolai Home Textiles, said that both parties had the intention of reconciliation. "It was originally a misunderstanding. The following franchisees forwarded the information of other families, not the company-level behavior. " Regarding the content of the settlement, both parties declined to disclose .
? ? Fu Anna thinks that it is her fault.
? ? Event escalation is inevitable
? ? The matter developed to Fuanna suing Mengjie for infringement, the court filed the case, and neither party communicated about the WeChat incident. In the end, both parties may be inevitable.
? ? Fu Anna Dong Mi Hu Zhenchao said in an interview with the Beijing News: " Chang Ning Fu Anna 's information is the behavior of franchisees. Both are independent entities, and you cannot blame the company for the dealer's behavior. "
? ? Hu Zhenchao believes that after the WeChat incident, Mengjie Home Textiles did not choose to communicate with the company at all. Instead, it held a press conference directly and resorted to the media. "It has caused adverse effects to Fu Anna. "
? ? Hu Zhenchao said: " Both sides know each other. If Mengjie Home Textiles thinks there is a problem, it can be communicated first. Now that all the adverse effects have been caused, it is meaningless to communicate again. "
? ? On May 6 , Fu Anna issued a statement to fight back. Fu Anna said that the act of “ Chang Ning Fu Anna †reprinting news had nothing to do with Fu Anna Company, and believed that the public statement issued by Meng Jie was “ falsely accusing our company of making fake news †. “ This behavior has seriously violated our image And reputation " .
? ? Fu Anna declared that " will retain the right to protect his rights through legal channels . "
? ? Anna-rich face counterattack, Meng Jie Textile on May 27 once again issued a statement on the official micro-blog, accusing rich Anna "whitewash defamation."
? ? In an interview with the Beijing News, both parties stated that the matter had reached this point and neither side had communicated on the WeChat incident.
? ? Pi Shiming believes that after the company's first announcement, Fu Anna denied it through various channels and countered that Mengyue was discredited and had no sincerity for reconciliation. Fu Zhen Dong Mi Hu Zhenchao said that Mengjie Home Textiles had resorted to the media from the outset, which had a bad influence on Fu Anna's reputation.
? ? In the end, it may be inevitable for both parties to have a court of justice.
? ? After the case was filed in the court, Pi Shiming stated that Jiang Tianwu, the company's chairman, had called Lin Guofang, the chairman of Fuanna, to communicate, but was unsuccessful.
? ? The " WeChat Gate " incident is not the first time a competition scandal broke out in the home textile industry.
? ? In Fuanna's statement against Mengjie, she accused Mengjie of improper conduct. Fu Anna said that during the " La Ba Festival " event of e-commerce earlier this year, the official Weibo of " Mengjie Home Textile E-Commerce " issued negative comments against Fu Anna. Afterwards, Mengjie Home Textiles called the employee's personal behavior and dismissed the employee.
? ? From September to October 2009, Luolai Home Textiles used Google's bidding ranking to promote false information such as " Buy Fu Anna, go to LOVO" and pointed the link to the e-commerce website of Luolai Home Textiles. Fu Anna sued in July 2010 to the Beijing Haidian District People's Court and eventually won.
? ? When Fuanna and Mengjie Home Textiles accused each other of " defamation and discredit " , many stores said they had not heard of it.
? ? Regarding the " WeChat Door " incident, the staff of Mengjie Home Textiles Beijing Ciqikou Store told the Beijing News reporter: "I haven't heard of it. " The staff member said with a smile: " Mengjie relies on customer maintenance, but not on Promoted. "
? ? The staff of Fuanna Beijing Hufangqiao Store and Happy Home Store also told the Beijing News reporter: "I haven't heard of it. "
? ? E-commerce channel competition is fierce
? ? Increasing competition in the industry and falling sales data in physical stores are prompting companies to compete for e-commerce channels.
? ? Just as Fu Anna and Mengjie Home Textiles were struggling because of the " WeChat Gate " , Xue Weicheng, the chairman of Luolai Home Textiles, who had evaded the incident , said in a speech at the 2014 Bedding Committee: " This industry is not like the previous years. Well done, you do yours, I do mys, the competition is not so fierce. Now the competition is fierce. "
? ? Xue Weicheng said that the industry 's growth in 2013 was less than 10% .
? ? Yang Zhaohua, president of the China Household Textile Industry Association, said in the above meeting: " Last year we also spoke about difficulties, but the situation of the industrial cluster is very good. The problem this year is that our industry data has dropped, and we are a little worried. "
? ? In the interview, Pi Shiming, Director of PR of Mengjie Home Textiles and Hu Zhenchao, Fu Anna's Director General, both confessed that the current recession in the industry has increased competition.
? ? The 2014 first quarter report showed that Fu Anna's first quarter revenue was 452 million, an increase of 2.99% over the same period of the previous year ; Luolai's revenue was 657 million, an increase of 6.82% year-on-year ; Mengjie's revenue was 318 million, a decrease of 4.13% year-on-year .
? ? Yang Zhaohua said that he tracked more than 200 companies this year and found that the performance of bedding enterprise terminals in April , that is, offline physical stores, declined very quickly, unexpectedly by many brand companies, and some of them fell by 50% , indicating that the terminal problem is still Very serious.
? ? The decline in terminals has intensified the competition for e-commerce channels.
? ? Fu Anna's 2013 annual report shows that operating income in 2013 was 1.864 billion, an increase of 4.89% year-on-year . Fu Anna said that the increase in operating income was mainly due to the expansion of the company's marketing network and the substantial increase in e-commerce sales.
? ? Fu Anna said that in 2013 , traditional offline physical channels achieved operating income of 1.526 billion yuan, a year-on-year decrease of 1.78% ; new e-commerce-based channels achieved operating income of 338 million yuan, a year-on-year increase of 51.36% .
? ? Luolai Home Textile said that in 2013 , it actively expanded business in new channels such as e-commerce and vigorously developed online franchise brands. During the " Double Eleven " event in 2013 , its e-commerce retail sales exceeded 180 million yuan.
? ? Yang Zhaohua, president of the China Home Textile Industry Association, said that bedding products fell by 9.1% during department store hypersales from January to May this year . Lynx 1-5 month sales up textile products grew by 110%.
? ? Pi Shiming introduced that at this stage, everyone is laying out e-commerce channels to compete for online users. Fuanna disseminated the negative news of Mengjie through WeChat, which directly affected the users on the mobile terminal and achieved a precise blow.
? ? The analysis believes that every channel change will cause fierce market competition, and the “ WeChat Gate †event continues to ferment, indicating that the home textile industry is becoming fiercely competitive in the e-commerce channel.
? ? In the eyes of Pi Shiming, director of PR of Mengjie Home Textiles, this e-commerce channel battle will be related to the future of the enterprise. Pi Shiming said that in the current economic downturn, whoever stands out from the competition in e-commerce will win the future.
? ? After Fuanna mentioned and rejected the communication of Mengjie Home Textiles, it became a fact that the " WeChat Gate " incident went to court. Pi Shiming stated that Mengjie Home Textiles will actively respond to the complaint and will prepare a counterclaim.
? ? Pi Shiming said: "The litigant is not limited to Changning Fuanna, it may be Fuanna Company. "
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