Group 1: Company Overview - BOP (波普) is a popular oral care brand founded in 2019, focusing on the "oral beauty" concept targeting young consumers aged 25 to 35, with product pricing between 40 to 50 yuan [3][4] - The brand has raised over 170 million yuan through four rounds of financing, with notable investors including DCM and Lightspeed China [3][4] - In the first half of 2025, BOP reported a tenfold increase in monthly sales and ranked first in the new oral care category on Tmall for three consecutive months [4] Group 2: Regulatory Issues - BOP has faced multiple fines for false advertising, including a 20,000 yuan penalty in August 2024 for claims such as "clinically proven effective by top hospitals" and "expert certification" that were misleading [5][7] - Recently, BOP was fined 48,000 yuan for using the phrase "recommended by People's Daily" in a misleading manner during a live stream, which blurred the lines between commercial cooperation and official endorsement [6][7] - The regulatory environment for toothpaste has tightened, with the implementation of the "Toothpaste Supervision and Management Measures" in late 2023, which requires toothpaste to be registered and limits claims to eight specific categories [2][15] Group 3: Industry Trends - The oral care industry has seen a rise in misleading marketing practices, with brands like Jun Xiaobai and Cold Acid Spirit also facing scrutiny for exaggerated claims about their products [8][10] - The low entry barriers and minimal R&D investment in the oral care sector have led to many brands resorting to exaggerated marketing tactics to compete in the online and live-streaming sales environment [14][15] - The recent regulatory changes are expected to pressure brands that rely on exaggerated claims, leading to a potential reshuffling in the industry as compliance costs rise [15]
网红牙膏品牌再被罚，口腔护理行业为何虚假宣传乱象频出？
Guan Cha Zhe Wang·2026-01-06 06:49