Core Viewpoint - In 2025, the market supervision departments in Qinghai Province are actively combating trademark infringement, particularly in areas with high occurrences of counterfeit products, to ensure a safer consumer environment [2] Group 1: Daily Consumer Goods Trademark Infringement Cases - Case 1: A supermarket was found selling counterfeit "Nanfu" batteries, with a total value of 342 yuan and illegal gains of 108 yuan. The offender was fined 2,000 yuan and had all counterfeit batteries confiscated [3] - Case 2: A supermarket sold counterfeit "Yunnan Baiyao" toothpaste, resulting in a fine of 500 yuan and confiscation of 7 boxes of toothpaste. This case highlights the importance of consumer reports in identifying infringements [4] - Case 3: A supermarket was penalized for selling counterfeit "Hai Fei Si" shampoo, with illegal gains of 22 yuan. The offender was fined 500 yuan [7] Group 2: Alcohol Trademark Infringement Cases - Case 4: A wholesale store was found selling counterfeit "Wuliangye" and "Jian Nan Chun" liquor, with a total value of 5,640 yuan. The offender was fined 10,000 yuan [5] - Case 5: A store was penalized for selling counterfeit "Moutai" liquor valued at 21,000 yuan, resulting in a fine of 21,000 yuan [6] Group 3: Clothing and Footwear Trademark Infringement Cases - Case 6: A clothing store was found selling 454 pairs of counterfeit "Nike," "Adidas," and "Puma" shoes, valued at 50,000 yuan. The offender was fined 2,000 yuan [10] - Case 7: A store was found with 6 pairs of counterfeit "Nike" shoes, but due to the owner's lack of knowledge and minor violation, no fine was imposed, only confiscation of the goods [11] Group 4: Industrial Products Trademark Infringement Cases - Case 8: A company was penalized for selling 100 barrels of counterfeit "Zhigao" engine oil, with a total value of 25,000 yuan, and fined 75,000 yuan [12] Group 5: Production and Packaging Trademark Infringement Cases - Case 9: A biotechnology company was found producing counterfeit "Dahai" brand packaging materials, with a total value of 17,800 yuan. The company was fined 25,000 yuan [14] Overall Impact - In 2025, the market supervision departments in Qinghai Province demonstrated a comprehensive approach to trademark enforcement, emphasizing a balance of strict penalties and educational measures to enhance awareness of intellectual property rights among market participants [2][14]

Core Insights - The article discusses the shift in celebrity endorsement dynamics, particularly focusing on Yang Zi's recent entry into the personal care market with her endorsement of the Yangyuanqing hair care series, which has gained traction due to its affordable pricing and backing from Yunnan Baiyao technology [1][3]. Group 1: Market Dynamics - The incident surrounding MK brand's endorsement crisis highlighted a change in consumer expectations, where the logic of celebrity endorsements has shifted from "traffic is king" to "value co-existence" as Gen Z becomes the main consumer force [1]. - Yang Zi's live streaming event showcased a significant sales boost, with the Yangyuanqing shampoo selling out within an hour and overall sales for the brand's product lines increasing by 470% year-on-year [3]. Group 2: Audience Engagement - The live stream revealed a generational divide in audience engagement, with younger fans focusing on Yang Zi's appearance while older consumers inquired about product safety and suitability for children, indicating a broader audience appeal and the importance of product efficacy [5]. - The live demonstration of a "three-second hair drying" experiment attracted over 8 million viewers, setting a new record for live streaming in the personal care category [5]. Group 3: Social Impact - The event sparked a social initiative by the China Youth Development Foundation, promoting the message of "rejecting appearance anxiety," which aligns with Yang Zi's statement that "confidence is the best filter" [7]. - The article notes a cultural shift in consumer behavior, where fans are now making purchasing decisions based on product ingredients rather than just celebrity endorsements, as evidenced by a 21% decrease in return rates and a 37% increase in repurchase rates for celebrity-endorsed products compared to three years ago [7].

Core Insights - The beauty and personal care industry is undergoing a significant transformation as consumers become more ingredient-conscious and demand real data over brand narratives [1][3] - The "2025 China Good Formula Annual Awards" recognized the "Vitality Oil Control Volumizing Shampoo" from the young Guangdong brand, Shallow Fragrance, highlighting its innovative approach [1][4] Industry Trends - The Chinese fragrance market is projected to grow at a compound annual growth rate (CAGR) of approximately 21.78% from 2021 to 2025, with volumizing effects becoming a key demand among Gen Z consumers [3] - The emergence of professional awards aims to set scientific standards for evaluating product value, reflecting a shift towards data-driven consumer choices [1][4] Company Strategy - Shallow Fragrance has carved a niche in the volumizing hair care segment by developing a proprietary "B13 Amino Acid Formula System," which combines amino acid cleansing and nourishing ingredients with natural plant extracts [3][4] - The brand's marketing strategy focuses on local cultural elements, such as a promotional campaign offering live chickens with purchases, which resonates well with the Guangdong consumer base [7][9] Product Innovation - The award-winning shampoo features a patented oil control peptide with a sebum suppression rate of 38.57%, designed for sensitive scalps while maintaining a balance of moisture [4][6] - The product integrates fragrance with efficacy, marking a significant step in blending functional and aromatic qualities [6][9] Marketing and Consumer Engagement - Shallow Fragrance employs a localized marketing approach, emphasizing cultural identity and consumer connection, which enhances brand loyalty beyond functional benefits [9][13] - The brand targets younger consumers through relatable messaging and partnerships with popular retail channels like Miniso, aligning with the preferences of its demographic [11][13] Performance Metrics - In 2024, Shallow Fragrance sold over 100 million bottles, achieving top rankings on platforms like Douyin and entering the top 50 of national cosmetic brands [11][13] - The brand's success illustrates a balance between technical innovation and effective marketing, crucial for navigating a competitive landscape [12][13]

Core Insights - The beauty and personal care industry is undergoing a significant transformation as consumers become more ingredient-conscious and demand real data over brand narratives [1] - The "2025 China Good Formula Annual Awards" recognized the "Vitality Oil Control Volumizing Shampoo" from the young Guangdong brand, Shallow Fragrance, highlighting its innovative approach [1][4] Industry Trends - The Chinese fragrance market is projected to grow at a compound annual growth rate (CAGR) of approximately 21.78% from 2021 to 2025, with volumizing effects becoming a key demand among Gen Z consumers [4] - The emergence of professional awards like the "China Good Formula" aims to set scientific standards for evaluating product value, reflecting a shift towards data-driven consumer choices [1][4] Company Strategy - Shallow Fragrance has carved a niche in the "volumizing hair care" segment, leveraging a proprietary "B13 Amino Acid Formula System" that combines amino acid cleansing and nourishing ingredients with natural plant extracts [4][13] - The brand's marketing strategy focuses on local cultural elements, such as a promotional campaign offering live chickens with shampoo purchases, which resonates well with the Guangdong consumer base [7][9] Product Development - The award-winning shampoo features a unique amino acid volumizing system designed for sensitive scalps, incorporating ingredients like oat amino acids and patented oil control peptides with a suppression rate of 38.57% [4][6] - Shallow Fragrance's product line includes innovative offerings that blend efficacy with fragrance, appealing to modern consumer preferences [6][13] Market Positioning - The brand has achieved significant sales milestones, selling over 100 million bottles in 2024 and ranking 48th in the national cosmetics list, demonstrating its competitive edge in a challenging market [11] - Shallow Fragrance's localized marketing and product strategies have fostered strong brand loyalty among consumers, particularly in the Guangdong region [9][11] Future Challenges - As Shallow Fragrance continues to grow, it faces the challenge of balancing local identity with broader market expansion while maintaining competitive advantages in both efficacy and fragrance [11][13]