When mentioning keywords such as "Double Eleven" and "Live Broadcast Room", people often associate them with words such as "low price" and "harvesting wool". Recently, the technology beauty brand AMIRO (hereinafter referred to as "AMIRO") has staged a "reverse profiteering" drama. It has been controversial due to the price difference of more than a thousand yuan between online and offline channels.
Since its birth, Miguang has become a "top-tier" home beauty device in just three years. It has always been known for its high-profile marketing. In the era of "mechanical brand names" that is about to come, in addition to crossing regulatory thresholds, Miguang also needs to climb the mountain of after-sales quality assurance and consumer trust.
1. The price difference between different channels exceeds 1,000, and consumers are stabbed in the back.
Recently, a consumer complained that the price of the first-generation beauty instrument of Miguang Collagen Cannon is 4,599 yuan, and its actual paid price in the live broadcast room is 4,561 yuan, and the anchor promised that the price of Miguang products will be uniform everywhere, the official live broadcast room Douyin masters such as , Jia Nailiang, Xiang Tai, Qi'er, etc. all have the same estimated price for their live broadcast rooms.
But she found that the sales price of Miguang Collagen Cannon Generation Beauty Instrument in Sam’s offline membership stores was only 2,999 yuan, which meant that the price difference between online and offline products was as high as 1,600 yuan.
After that, the consumer repeatedly consulted the customer service of the live broadcast room about the reasons for the price differences between different channels and how to solve the price difference problem, but received no reply. The official response from Miguang was that “prices vary for different activities.”
By searching the official stores and official live broadcast rooms of major mainstream e-commerce platforms, Beido Finance found that the price of this Miguang Collagen Cannon first-generation beauty instrument is indeed the 4,599 yuan advertised in the live broadcast room, but there are also many self-proclaimed official Miguang authorized stores. stores sell this product on the online platform at a price of less than 4,599 yuan.
In fact, this consumer's experience is not unique. As of press time, the number of complaints related to the "Miguang" keyword on the Black Cat Complaints Platform is 242, many of which accuse Miguang of exaggerated publicity, failure to fulfill its price guarantee commitment, and price differences between different platforms.
It should be pointed out that Article 55 of the "Consumer Rights and Interests Protection Law" stipulates that starting from the pricing behavior and pricing methods of operators in purchasing, selling goods and providing services,If an operator commits fraud in providing goods or services, he or she shall compensate consumers for their losses in an increased amount according to their requirements.
Among them, the amount of increased compensation shall be three times the price of the consumer's purchase of goods or the cost of receiving services; if the amount of increased compensation is less than 500 yuan, the amount of compensation shall be 500 yuan.
2. Treat old ones with new ones differently and play word games
Many consumers have also complained about the update and iteration system of Miguang products.
A consumer posted on the Black Cat Complaint Platform that Miguang customer service did not inform him that the product was about to be updated when he purchased the Miguang Collagen Cannon First Generation Beauty Instrument, and that the new model is cheaper on other platforms, and the trade-in of the old product requires an additional price increase. .
Coincidentally, many consumers reported that Miguang's "old trade-in" system was treated differently. Some consumers with strong resistance enjoyed the rights of free trade-in, while other consumers were required to make up the difference and pay in full according to the process. If you buy a second-generation machine, you will be responsible for the inspection of the old machine and the cost of the new machine.
Miguang, which updated and upgraded without warning and treated old products with new ones differently, was criticized by consumers for "breaking its promise". It is worth mentioning that Finding Light’s product iterations, which boast of a deep integration of optoelectronic technology and precision science, have also become “inconsistent” jokes.
When promoting the first-generation collagen cannon beauty instrument, the Miguang R&D team once publicly stated that it had tried solutions ranging from 4 to 16 electrodes, and 20 to 150 electrodes. After nearly a year, it discovered that more electrodes are not always better, and claimed that 19 The extremely golden lattice radio frequency is the best solution after hundreds of trials and adjustments, which can make the energy "deeper and more focused".
But just after the launch of the second-generation beauty instrument of Miguang Collagen Gun, Miguang changed its previous "best solution" caliber and claimed that it had upgraded the product and equipped it with the industry's first "layered partition" mode, with 48 golden points. The array radio frequency creates the "peak of energy" in the surface, and the energy is "larger and more dense" than the previous generation product.
Other consumers reported that the "3mm deep radio frequency technology" and other technologies introduced by Miguang Deep Radio Frequency Beauty Instrument Pro and Miguang Collagen Cannon Second Generation Beauty Instrument only exist on the product promotion page, the product name, and the product instructions received by users. There is no statement or qualification certificate related to radio frequency.
However, the number of patents found by Finding Light, which is more than 400, does not match the number. Wisdom Bud data shows that about 70% of the patents of Shenzhen Zongjiang Technology Co., Ltd., which owns the Miguang brand, are utility model patents and appearance patents. The technical content is not high, and the proportion of invention patents is only about 33%.
According to Wisdom Bud data, Shenzhen Zongjiang Technology Co., Ltd. has only 9 valid invention patents, accounting for about 4%.
3. Disentangle yourself from the relationship and “pass the blame” to users
It should be pointed out that Miguang, which started out as a smart cosmetic mirror, has only officially entered the home beauty device track for three years. The reason why it has grown so rapidly is that it relies on the development trend of "appearance economy" and "exquisite aesthetics". Boosting is also inseparable from its massive investment in marketing.
Guoji data shows that during the "Double 11" period in 2022, Finding Light cooperated with a total of 110 live broadcast experts on the Douyin platform to bring goods. According to data from Cicada Mama, the number of star-level, head, waist and tail experts associated with Finding Light will exceed 900 in 2022, and omni-channel sales will exceed 10 times that of the same period in 2021, with sales exceeding 2 billion yuan.
During this year's "Double Eleven", although Finduang was affected by the public opinion controversy over the price difference, it still did not fall out of the top 10 pre-sales of Tmall home appliances. From October 20 to 31, Finduang entered the Douyin beauty industry Ranked fifth in cumulative GMV; among the TOP10 cumulative GMV products in the beauty industry, the second-generation beauty instrument of Miguang Collagen Gun ranked second.
Miguang, which is keen on investment marketing and stacking parameters, has been questioned by the "IQ tax". Many consumers claim that the brand is ineffective when used periodically, and its advertised "two-week real-person test" also lacks sample size and test subjects. necessary conditions such as the characteristics and representativeness of the person, and is suspected of exaggerated propaganda and false propaganda.
Not only that, there are many posts on the Xiaohongshu platform complaining about "the guide head of Miguang deep radio frequency beauty instrument is cracked". Some consumers even experienced skin redness, swelling, allergies and facial burns after using the product, pointing out that Miguang products are not safe. Hidden danger.
However, the answer given by the relevant person in charge of Miguang to Beido Finance is that "scalds or feedback from some personnel on the product are caused by operational errors or individual differences." But in any case, Finding Light should issue reminders or optimize its products to reduce the risk of harm to the public, rather than abdicate responsibility and "pass the blame" to users.
In April 2023, the State Food and Drug Administration issued the "Guiding Principles for Registration Review of Radiofrequency Beauty Equipment", which provides regulatory information such as the management categories of radiofrequency beauty equipment products, product descriptions, scope of application and contraindications, and other review information, as well as risk management, product technology requirements, clinical evaluation requirements, product instructions, etc.
According to the announcement issued by the State Food and Drug Administration on the adjustment of the "Medical Device Classification Catalog", starting from April 1, 2024, radiofrequency beauty devices and radiofrequency skin treatment device products will be officially included in the management of Class III medical devices. Device registration certificates are not allowed to be produced, imported or sold.
The Advertising Law has long stipulated that medical device advertisements shall not contain content that uses advertising spokespersons to make recommendations or certifications. After growing wildly for many years, home beauty devices that have been wandering in the "grey area" between household personal care appliances and professional medical devices will face the problem of "machine brand size" threshold.
There were new regulations coming, and word-of-mouth questions later. Under heavy pressure, there was not much time left for Miguang.