Has Tiktok Banned Shiseido's Sunscreen Brand "ANESSA"?
- Chaileedo Press
- Jun 2, 2022
- 3 min read
The other day, the Chinese Tiktok e-commerce platform announced that new businesses of "An Naisai" and other three brands are prohibited from settling in and issuing new products, because of a large number of fake reports and after-sales complaints from consumers in these three brands.
A few days ago, the Chinese interest e-commerce platform Douyin E-commerce(Chinese Tiktok) issued a notice that due to a large number of consumer reports of fake goods and after-sales complaints in the three stores of "An Nasai", "HLZM", and "DVIP" that affect consumers' shopping experience, the platform will prohibit the new merchants of "An Nasai", "HLZM" and "DVIP" from entering and launching new products of this type so as to protect the rights and interests of consumers. The control took effect on May 30, 2022, BST (all times in this article are Beijing time).
"Why is ‘An Nasai’ banned ?" "Isn't ‘An Nasai’ a brand of Shiseido in Japan?" "‘An Nasai’is very useful, it's the sunscreen that I love every summer", on Chinese social platforms, many consumers have questions about this.
According to CHAILEEDO, it turns out that this “An Nasai” is not the one that consumers talk about. Shiseido does have a sunscreen brand called ANESSA, but this sunscreen is not called “An Nasai” in mainland China, its pronunciation is “An Resha”, similar to “An Nasai” both in writing and pronunciation. According to public information, ANESSA was launched in Japan in 1992 and is a professional sunscreen brand owned by Shiseido in Japan.
So, why do consumers in mainland China misunderstand and regard "An Naisai" as the Shiseido "An Resha"?(Chinese pronunciation of ANESSA)
This is because ANESSA, a sunscreen brand owned by Shiseido Group, is translated and called "An Nasai" in Hong Kong and Taiwan, so before ANESSA officially entered the Chinese mainland market, consumers had already formed a certain understanding of it, thinking that it was still called "An Nasai".
However, before ANESSA entered the Chinese mainland market, someone had already registered the third-class trademark "An Nasai"(Just like the name of ANESSA in Hong Kong and Taiwan), so the "An Nasai" trademark had already been occupied. Therefore, when ANESSA entered the Chinese mainland market, it was registered and used under the brand name of “An Resha”, which made consumers quite confused.
To sum up, the "An Nasai" banned by Douyin e-commerce this time has nothing to do with ANESSA, a professional sunscreen brand owned by Shiseido.
It is understood that previously, Douyin e-commerce released the "Selling Counterfeit and Pirated Goods-Guide to Rules", which clearly defined the behavior of selling counterfeit products on the platform, so as to regulate the behavior of merchants and protect the rights and interests of consumers.
In April this year, Kwai e-commerce also launched "Trust Purchase". The "Trust Purchase" integrates a number of products and after-sales protection rights and interests of Kwai e-commerce, which is conducive to reducing users' decision-making costs, enabling consumers to rest assured of product quality and worry-free of after-sales service. On June 2, Kwai e-commerce also announced that the "sesame first" service of sesame credit was launched on the whole platform. When qualified consumers buy goods with the "use first, pay later" logo, they can choose to place an order through "sesame first". There is no need to pay any fees when placing an order. The payment will be deducted after the trial is satisfactory.
With the emergence of more and more e-commerce platforms, the e-commerce industry has gradually become increasingly saturated. How to retain users is the most important thing for e-commerce platforms. First and foremost is that the platform should regulate the behavior of merchants and create a good environment for users.
This is because once the e-commerce platform sells fake products and does not supervise it, allowing it to develop, will damage the reputation of the platform and cause the users to lose. Therefore, striving for a reputation in the hearts of users is the key factor for the platform to resolutely rectify the sales environment. Regardless of the platform's management or user experience, any e-commerce platform should have zero tolerance for counterfeit and pirated goods.
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