GONGNIU(SH:603195) Hua Xia Shi Bao·2026-01-23 09:57Core Viewpoint - The controversy surrounding the advertisement slogan "7 out of 10 Chinese families use Bull" highlights the tension between marketing innovation and legal boundaries, prompting companies to reassess their communication strategies and compliance with advertising laws [2][4]. Group 1: Background of the Dispute - The dispute began with the advertisement slogan "7 out of 10 Chinese families use Bull," which escalated from social media criticism to a legal battle involving commercial defamation [2][3]. - Bull Group, a leading player in the household electrical sector, has a significant market share in the socket market, while the competitor, Home Appliance, faces brand pressure from Bull [4][5]. - The slogan has been widely used in various advertising materials and has raised questions about compliance with advertising regulations, particularly regarding the "big font, small print" marketing tactic [4][5]. Group 2: Legal Proceedings and Claims - Home Appliance initiated a public campaign against Bull's advertisement, claiming it misrepresents market conditions and violates advertising laws [6][7]. - In November 2025, Bull Group filed a lawsuit against Home Appliance for commercial defamation, seeking 4.2 million yuan in damages [8][9]. - Home Appliance countered with its own lawsuit, alleging that Bull's advertisement constitutes false advertising and unfair competition, which was accepted by the court [9]. Group 3: Market Impact and Consumer Behavior - Despite the presence of other brands, Bull maintains a strong market presence, with consumers expressing loyalty due to the brand's reliability [5][6]. - The ongoing legal battle may have significant implications for both companies, affecting Bull's advertising strategy and Home Appliance's financial stability if they lose the case [10].