Akubalulekile yini ubuciko bomkhiqizo?

Eminyakeni emibili edlule, ingxoxo ngemibono yomkhiqizo emihlanganweni emikhulu yezimboni ayibonakali kahle emehlweni. Abaholi bemikhiqizo bakhetha ukukhuluma ngendlela enengqondo ngokusebenza kahle komkhiqizo kanye nokuhluka kwezinto zokusetshenziswa esikhundleni sokuphefumulelwa kokudala.
Ngesonto eledlule, usomabhizinisi wezimonyo ubhale ku-Twitter ukuthi useyikhansele inkampani yakhe yokudala imikhiqizo, ebhala: “Okudingeka kakhulu kule nkathi yokusebenza kahle akuyona imibono yomkhiqizo, kodwa izithiyo zomkhiqizo.”
Usomabhizinisi ufingqe izizathu zokwehluleka kwenkampani: “Njengoba sekufike isikhathi sokusebenza kahle, ukwengezwa komqondo kuyacindezelwa, futhi ukwengezwa okusebenzayo nokuhlolwa kokusebenza kahle kukhulisa kakhulu izindleko zemikhiqizo. (Izinkampani zezimonyo) azikwazi ukufeza ukuphindaphinda okusheshayo futhi zidinga isikhathi eside somkhiqizo. Ngakho-ke, kuyadingeka ukudala izithiyo zomkhiqizo okunzima ukuziphinda, hhayi imibono yomkhiqizo okulula ukuyiphinda.”
Ngaphakathi kwenkampani yezimonyo, ukuzalwa komkhiqizo omusha kudinga ukudlula ezinhlotsheni eziningi ezifana nokudalwa komkhiqizo, ucwaningo lwemakethe, ukuhlaziywa komkhiqizo oncintisanayo, ukuhlaziywa kokwenzeka, isiphakamiso somkhiqizo, ukukhethwa kwezinto zokusetshenziswa, ukuthuthukiswa kwefomula, ukuhlolwa kwabathengi, kanye nokukhiqizwa kwesilingo. Njengesiqalo semikhiqizo emisha, kusukela ekupheleni kwekhulu leminyaka elidlule kuya ekuqaleni kwekhulu lama-21, umqondo womkhiqizo unganquma ngisho nempumelelo noma ukwehluleka kwebhizinisi lezimpahla zabathengi basekhaya.

Kukhona futhi amacala amaningi anjalo emkhakheni wezimonyo. Ngo-2007, uYe Maozhong, umhleli wokumaketha, waphakamisa ukuthi uBaoya abe ngumlandeli wesizukulwane sokuqala "womqondo wamanzi aphilayo", futhi wabeka umkhiqizo "njengochwepheshe wokuthambisa ngokujulile". Lokhu kubambisana kwabeka ngqo isisekelo sentuthuko esheshayo yeProya eminyakeni eyishumi eyalandela.

Ngo-2014, ngenzuzo ehlukile yokuthi “akukho uwoyela we-silicone”, izinga likaSeeyoung lakhuphuka ngokushesha emakethe yokuwasha nokunakekela encintisana kakhulu. Lo mkhiqizo uthole amazinga amakhemikhali ansuku zonke e-Hunan Satellite TV ngokulandelana, wabambisana nomphathi wokuhlela uYe Maozhong ukuqopha i-blockbuster yokukhangisa yokudala, wasayina inkontileka nenkanyezi yaseKorea uSong Hye Kyo njengomkhulumeli, futhi wayikhuthaza ngokuphelele ezikhangisweni ze-TV, komagazini bemfashini nakwezokuxhumana eziku-inthanethi… Ngakho-ke, “i-Vision Source ayinawo uwoyela we-silicone, ayinawo uwoyela we-silicone.” Umqondo “womthombo” ugxile kakhulu ezinhliziyweni zabantu futhi usube uphawu oluhamba phambili kulesi sigaba esincane.
Kodwa-ke, ngokuhamba kwesikhathi, amacala aphumelelayo afana ne-Proya ne-Seeyoung aseye aba nzima kakhulu ukuwaphinda. Izinsuku lapho umkhiqizo ungakhula ngokushesha ngomqondo owodwa womkhiqizo kanye nesiqubulo esisodwa seziphelile. Namuhla, imibono yezimonyo isabalulekile, kodwa ayibalulekile kangako, ngenxa yezizathu ezine.

Okokuqala, indawo yokuxhumana ehlanganisiwe ayisekho lapho.

Kuzimonyo, imibono yomkhiqizo ivame ukuvezwa njengezincazelo ezilula zokusebenza kwekhwalithi, okudingeka zisetshenziswe ngokuxhumana kanye nemfundo yemakethe. Esikhathini sokuhlanganisa imithombo yezindaba, abanikazi bomkhiqizo bangafinyelela imibono yomkhiqizo esezingeni eliphezulu ngemuva kokuthola imibono yomkhiqizo esezingeni eliphezulu, futhi bavumele imibono yomkhiqizo noma yomkhiqizo "eqanjwe kusengaphambili" ithathe izingqondo zabathengi futhi yakhe ukuqonda ngokusungula imithombo yezindaba ephakathi nendawo ene-TV njengesithiyo esiyinhloko.

Kodwa namuhla, kunethiwekhi yokusabalalisa ulwazi ehlukaniswe ngokwezindawo, indawo yabezindaba lapho abathengi behlala khona izinkulungwane zabantu, futhi ngaphambi kokuba kusungulwe izithiyo zokuqonda zomkhiqizo noma umkhiqizo, ubuhlakani bomkhiqizo wabo kungenzeka ukuthi buthathelwe indawo ngabalingisi.

Okwesibili, izindleko zokuhlola nokwenza amaphutha zikhuphuka kakhulu.

Kunezimiso ezimbili zokudala, eyokuqala iwukuba nesivinini esanele, kanti eyesibili iwukuba bukhali ngokwanele. Isibonelo, omunye umuntu osebenza ngaphakathi kwezobuchwepheshe wake wathi, “Uma imibono ingalethwa emakethe kalula, ungabona ngokushesha ukuthi kukhona okungahambi kahle ngayo, bese wenza izilungiso, ubeke umkhiqizo engcupheni ngemali encane, nokuthi kulula kakhulu ukuwuyeka uma ungasebenzi.”
Kodwa-ke, esikhaleni sezimonyo, indawo yokuthuthuka okusha okusheshayo ayisekho. I-“Cosmetics Efficacy Claims Evaluation Specification” eyasetshenziswa ngonyaka odlule idinga ukuthi ababhalisi bezimonyo kanye nababhalisi bamafayela kufanele bahlole izimangalo zokusebenza kwezimonyo zingakapheli isikhathi esithile, futhi balayishe isifinyezo sesisekelo sezimangalo zokusebenza kahle komkhiqizo.
Lokhu kusho ukuthi imikhiqizo emisha iphuma isikhathi eside futhi ibiza kakhulu. Izinkampani zezimonyo azisakwazi ukuqalisa inani elikhulu lemikhiqizo njengakuqala, futhi azikwazi ukuqhubeka nokusebenzisa imikhiqizo emisha ukukhuthaza amaqembu abathengi, futhi izindleko zokuzama nokwenza amaphutha zokudala umkhiqizo nazo zikhuphuke kakhulu.

Okwesithathu, ukwengezwa okunengqondo akukwazi ukuqhubeka.

Ngaphambi kokusetshenziswa kwe-“Administrative Measures for Cosmetics Labeling”, ukwengezwa komqondo kwakuyimfihlo evulekile embonini yezimonyo. Ekuthuthukisweni komkhiqizo, inhloso yokwengeza izinto zokusetshenziswa zomqondo ukwenza kube lula ukuthengiswa kwemikhiqizo yakamuva. Akuyona into ephumelelayo noma ethinta isikhumba, kodwa kudinga nje ukuqinisekisa ukuphepha nokuzinza kwefomula.

Kodwa manje, ukusetshenziswa kwemithethonqubo yokuphathwa kwamalebula kusho ukuthi ukwengezwa kwezimonyo okunengqondo akunandawo yokucasha ngaphansi kwemibandela yomthetho enemininingwane, okushiya isikhala somnyango wokudala womkhiqizo ukuxoxa izindaba.

Okokugcina, ukusetshenziswa kwezimonyo kuvame ukuba nengqondo.

Ngaphezu kwemithethonqubo, okubaluleke kakhulu, ngokulingana kolwazi oluku-inthanethi, abathengi sebebe nengqondo eningi. Ngokuhambisana nogqozi lwe-KOL, amaqembu amaningi ezithako kanye namaqembu efomula avele emakethe. Bayakwazisa kakhulu ukusebenza kahle kwangempela kwezimonyo futhi babaphoqa ukuthi basebenzise izinkampani zezimonyo ukwakha izithiyo ezingenakuphindwa kalula ngabancintisana nabo. Isibonelo, izinkampani eziningi zezimonyo manje zifuna ukubambisana nabahlinzeki bezinto zokusetshenziswa ukuthuthukisa nokuhlinzeka ngezinto zokusetshenziswa ezenziwe ngokwezifiso, nokusungula izithiyo eziyinhloko ngokusebenzisa izithako eziyinhloko ezikhethekile.

Izimonyo bezilokhu ziyimboni ethembele kakhulu ekukhangiseni, kodwa manje, yonke imboni imi endaweni yokuguquka: lapho isikhathi sokusheshisa konke sesiphela, izinkampani zezimonyo kumele zifunde ukwehlisa ijubane, zidlule enkambisweni "yokungabi nolwazi", futhi zisebenzise umoya wobungcweti. Ukuzidinga, ukuma ngamandla omkhiqizo, ukunciphisa uchungechunge lokuhlinzekwa amashumi eminyaka, ukwenza ucwaningo oluyisisekelo kanye nokusungula izinto ezintsha ezingeni eliphansi, nokudala izithiyo okunzima ukuziphinda ngezinto ezintsha kanye namalungelo obunikazi.