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网红牙膏的“美白神话”，要破灭了？_我的网站

一 |     凤凰网财经《公司研究院》                    #“双十一黑板报”系列#                    刷直播间时，你是否也曾被一款名为“参半专研清新美白牙膏”的产品吸引？                    主播语气激昂如喊口号，反复抛出“3天美白去渍提升271%”、“24小时清新口气”的诱人承诺，再搭配“限时降价”、“免费试用小样”、“7天不满意直接退”的多重福利，这样的组合拳，很难不让人心动下单。    Dr. Alexander Azadgan, professor of business studies and international political economy in Southern California, explains why President Putin's trip to Tehran was so significant and reflects on skyrocketing energy prices as well as the future of the Iran nuclear deal.,Sputnik: How effective was President Putin's visit to Tehran, considering the geopolitical challenges countries face at present?,Dr Alexander Azadgan: Very, very effective. We are witnesses of Gazprom and NIOC, which stands for National Iranian Oil Company, signing a $40 billion contract for Russia to develop six Iranian oilfields in the Persian Gulf. Notably, the Pars field, which is shared between Iran and Qatar. The Qataris call it the North field, Iranians call it the South Pars field. It's one of the biggest underwater natural gas reserves in the world, if not the biggest itself. Qatar and Iran have been sharing it. Iran, of course, has not had the technology to extract as much as the Qataris. Around one-fifth of it is in the Iranian territorial water, four-fifths in Qatari water.,RussiaPutin Praises Record-High Trade Turnover With Iran at Meeting With Raisi19 July, 14:12 GMT,There will also be a product swap exchange between Iran and Russia, completion of LNG projects, liquid natural gas plus construction of gas export pipelines and other scientific and technological cooperation. This oil and gas deal is reportedly the largest in Iran's history, $40 billion. Before the Joint Comprehensive Plan of Action (JCPOA) was reneged, French company Total was interested in excavating and helping the Iranians. Of course, they reneged, like so many other things, and Russia has stepped in right now. It's a win-win for both countries, but it has its own complications as well.,Sputnik: Do you agree with President Putin's assertion that Western policies over "the previous decade" were to blame for soaring energy prices?,Dr Azadgan: Iranian relations right now are better than with the previous administration, the Rouhani administration. The conservatives are in charge right now. President Raisi visited Moscow not too long ago. And the conservatives have had the tendency in the past several years to lean more towards Russia, especially with IRGC and all the advancements that that body of military is making. We cannot leave out Iranian internal politics when it comes to the overall Russo-Iranian relations.,RussiaPutin: Western Policies From Last 10 Years to Blame for Soaring Energy Prices20 July, 03:29 GMT,Keep in mind that US invasion and occupation of Iraq, Iraq being one of the top five exporters of oil at that time and one of the top five exporters of oil to United States now, was a catastrophic mistake in a sense that the neocons at that time were delusional to think that by causing havoc in the region, especially obviously toward Iraq, there will be less export of Iraq's oil to the Far East, the growing economies of China, in particular, followed by South Korea and Japan. All that is part of what we are seeing today when it comes to inflation.,Now the supply and demand has not changed in the world - the reason the price of oil has increased is because of the perception of the conflict between Ukraine and Russia to continue. There is no logical reason for this change. I think, unfortunately, with Washington really triggering Russia over NATO's expansion during the past many years, most people think this conflict just started. If you want to go back, it depends on what your frame of reference is. You can go back to 2004 in Ukraine, followed by the Orange Revolution. There's been a lot of political intrusion by Washington and Brussels. And unfortunately, we find ourselves in the current situation, which could affect the entire global economy in a very hyper-inflationary hell, really. This is what economists are most scared of - a hyper inflationary situation.,Sputnik: How much has Europe's decision to turn its back on traditional energy sources added to the present crisis?,Dr Azadgan: With the whole environmental movement, which obviously is of an urgency, we need to realize that green energy is not going to provide the energy demand of 8 billion people. It's just simply not possible. I think we need to be more realistic that obviously oil is going to be with us for a long time. Natural gas is the transitioning method of energy. We will have that for many years, it is cleaner, but both of them are going to be along for a long time. And to start making the change now in such a naive, extreme, erratic way is going to have major economic backlashes.,Not to mention the political turmoil and the geopolitical uncertainty in that part of the world. We need more realism from our policymakers - of course, with Democrats in the White House and Chancellor [Olaf] Scholz in Germany, unfortunately, we are being a little bit too naive and unrealistic when it comes to planning energy resources for the next 60 years.,Sputnik: Russia's deputy prime minister Alexander Novak said that Moscow and Tehran will continue to expand the use of national currencies in foreign trade settlements. How will this affect the dollar's dominance?,Dr Azadgan: Before we even talk about the Iranian rial and the Russian ruble exchange, this is a major breakaway from the past, I would say, 80 years where petroleum was only supposed to be traded in the US dollar given the US dollar’s tremendous power. And unfortunately, we've seen the weaponization of the dollar in the past few decades - this is the problem. Yes, this is a clear and present danger to United States national interests.,WorldTehran Exchange Launches Trading in Iranian Rial/Ruble19 July, 10:06 GMT,Several years ago, China and Russia exchanged an oil contract where the Russians provided oil and natural gas to China and the whole thing was around $400 billion when it was exchanged in rubles and yuan. At that time, US policymakers took notice. And now we are in this situation where because of the US' rash reaction into pushing for a war, believe it or not, between Russia and Ukraine, more countries as a result of that are leaning toward the East. And by east, I mean the shifting of power to China and Russia.,China has tremendous manufacturing capabilities. Russia - the same in addition to tremendous amounts of all sorts of natural resources and rare minerals. In the decades to come, we will see the weakening of the dollar, which would result in the US national debt, which is $28 trillion, more or less. That's going to be a problem that will contribute into inflation. And we saw how Mr Biden had to go to Saudi Arabia and lobby Mohammed bin Salman to open up the coffers of oil so that prices go down. That would have been never possible in the past.,Crude Prices Skyrocket After Biden Returns From Saudi Arabia Without Oil Deal18 July, 15:17 GMT,The US president had to go to Saudi Arabia and beg for oil. Usually that was done through a phone call. And if the answer was ‘No’ by the Saudis, guess what? That would have been a coup in the palace. So, unfortunately, we have put ourselves in a situation where we have lost our leverage or are in the way of losing more leverage.,Sputnik: To what extent will the switch to national currencies help eliminate the effect of Western-imposed sanctions?,Dr Azadgan: That's where we're going: from this point on, because of all the miscalculations and the weaponization of the dollar, countries are eventually going to do that. They're not going to peg their currency against the dollar, which has been the case. Don't forget, the Iranian economy has been in shambles during the past 15 years. When it comes to this $40 billion oil contract, the Iranian currency lost 9/10th of its value since 2013, when President Ahmadinejad left office - they went from 3500 tomans to over 30,000 tomans [1 toman = 10,000 rials].,RussiaKremlin: Russia and Iran May Ditch Dollar When Measuring Bilateral Trade Volume18 July, 09:12 GMT,This has been a disaster. Because they decided to peg their currency even more toward a US dollar. And this is an Iranian liberal policy leaning more toward the West, whereas the Iranian conservatives have a tendency to lean more toward the growing economies of the east. There's demand for the Iranian currency that would hopefully have an impact on the Iranian rial currency to stop hemorrhaging. It's at a point where we could possibly face a major economic collapse in Iran, which would even make the prices of oil higher. I think Russia is stepping in at the right time, in the right place, especially in the context of the Russia-Ukraine conflict, and we'll see where that will go.,Sputnik: How important is Russia's and Iran's cooperation over the JCPOA, especially amid increased US attention towards a diplomatic resolution? How strong is Iran now in this regard?,Dr Azadgan: Washington has no one to blame but the previous administration. In 2018, President [Donald] Trump reneged from the P5+1 [the UN Security Council’s five permanent members (China, France, Russia, the UK and the US) plus Germany]. Iran was single-handedly negotiating with six superpowers, with one stroke of the pen President Trump got us out of that, and Iranians have lost all hopes in US in terms of their liberal persuasion within the Iranian political power structure. That's why we had Mr. Raisi coming in, the Conservatives coming in, and President Putin's visit to Iran, many visits to Iran during the liberal administration of President Rouhani, in my estimation, was an economic, political, geopolitical and military persuasion of Iranians to lean more towards the East.,Had the JCPOA been successful under the Rouhani administration, the country would have leaned westward for decades to come. Those policies failed, and as a result, we have conservatives in the Iranian executive branch, and there's a shift in power in that country. The JCPOA, I'm afraid, won't be going anywhere. It's just for keeping up appearances. Having said that, let us not forget that at the very beginning of the Russia-Ukraine conflict, Washington was very concerned to get reassurances from Russia that there is no nuclear non-proliferation going on by the Iranians.,Biden, Lapid Sign Joint Declaration Pledging to 'Never Allow Iran to Acquire Nuclear Weapon'14 July, 11:15 GMT,That's their number one concern in the Middle East right now because of the terrible relationship between Iran and Israel. But the fact that this topic came up in the first place shows how much Washington is worried, the Biden administration is worried that Iranians could be very close to having weapon-grade bomb, even though they clearly have denied it, for decades to come they claim they just want to enrich uranium and they want peaceful use of the technology. But Washington is not buying that.,Sputnik: What could Russia’s role be in securing the JCPOA?,Dr Azadgan: It's a very difficult situation. On the one hand, President Biden is desperate. His poll numbers are so low in this country because of inflation, because of the high price of oil. So if somehow the US and Iran decide, especially the US decides to bring Iran's oil production online - as you know, Iran is capable of exporting around 2,5 to 3 million barrels per day; under US sanctions it's not even 500,000. And the rest of it, let's just say they use creative methods of exporting the oil. If that supply comes online, the price of oil will come down. But I don't think Biden wants to negotiate at all with the Iranians, and the Iranians don't trust them. I think the Iranians really negotiated in good faith. If you ask me very naively that liberal Rouhani administration. And look at what they got for it, in 2018, just with a push of a pen, the whole thing was reneged. There's really not much to salvage out of JCPOA because I don't see any policy changes from the Biden administration at all.,West in Hurry to Conclude JCPOA Deal Amid Ukraine Crisis, Iranian Negotiator Says4 July, 13:52 GMT,They see Iran right now in the grips of conservatives. The conservatives are hawks just like any other nation. They negotiate more realistically, shall we say. And Iran is at a point where they have enriched uranium up to 60 percent. And militarily, they are very powerful. I think that for the time being, they have the upper hand, minus their economy, which is in shambles. But in other areas, they have the upper hand. It really depends on what kind of signals we get from the Biden administration and knowing how, unfortunately, the Israeli lobby plays such a crucial role in US foreign policy in the Middle East, we have also to keep in mind how willing Israel will be in back-channel communications possibly taking place. We do know, however, that under the Rouhani administration, this is a matter of fact, there were very covert back-channel conversations between Iran and Israel, and that was not to the liking of the IRGC and the conservatives. So it's very, very convoluted.,There's a massive deficit of trust between the US and Iran. And just because Russia is in a difficult position right now, I don't see Iranians turning their back toward the Russians and trust Washington and be disappointed again. The Iranians really have no one to trust, if you ask me. They're petrified of being of any superpower’s pawn. This is very important. There is no good history between some of Iran's new allies now. I think it's a battle of persuading the Iranian public on the policies that the Iranian government is suggesting. There's a lot of persuasion that needs to be done because they’re looking at decades to come. Literally the Russo-Iranian relations, which go further, they're looking at a change in policy for decades to come. I think Washington is very much petrified of that.,Sputnik: What about an agreement on grain exports? Can we expect a breakthrough in this, through the joint efforts of Russia and Turkey?,Dr Azadgan: We have to. We could be at the threshold of a famine in the world. Don't forget that the biggest importers of Russia's grain are some of the poorest countries in the world. The top five are Egypt at $3.2 billion; Turkey, since they are part of this negotiation in Tehran, at $1.7 billion a year, buying Russian wheat; Nigeria, one of the poorest countries in the world, but one of the richest in terms of natural resources, they import $566 million; Bangladesh, practically an economic disastrous country.,I'm afraid they will be next after Sri Lanka, they aim for $409 billion, followed by another very poor but powerful country, Pakistan, which imports close to $400 billion a year of Russian wheat. And then Egypt, Pakistan and Turkey are the fastest growing export markets for Russia. So it's extremely, extremely important because you're talking about the food supply chain security. The top five exporters of wheat in the world are first and foremost Russia, followed by the US, Australia, Canada and Ukraine at the fifth place. And after Ukraine it is France, Argentina and Germany. And the fastest export market for Ukraine is Pakistan, Lebanon and Vietnam.,Istanbul Grain DealErdogan Hopes to See Implementation of UN Plan on ‘Grain Issue’ in Coming Days20 July, 12:09 GMT,So Russia and Ukraine are finding themselves in a difficult competitive position for the Pakistani market. And everyone knows how Lebanon is on the verge of economic and social and political collapse. The only one that is somehow unscathed is Vietnam. So they just have to find a way to negotiate the export exit of Ukrainian wheat through the Black Sea, through the Turkish Strait and into the Middle Eastern and African markets, they are very much at risk.。                   过去一年，参半狂揽20亿销售额，硬是在牙膏这个“藏”在亿万家庭洗手间、被国际巨头垄断数十年的日用品红海里，撕开一道口子，成了实打实的网红黑马品牌。

二 |                    只是，关于它的评论，却喜忧参半。

三 |                    01、有人点赞，有人吐槽                    关于参半牙膏的使用体验，一直有着挺不一样的声音。                   有些用户用下来觉得真心不错，说自己才用了两天，就能明显感觉到效果，还有人特意拍了效果图，从图上看，牙齿确实比之前白了一些。                   有人用了将近三个月，某天翻相册时突然发现，牙齿整体比之前白了不少。                   不过，也有不少人持相反意见。                   有用户在社交平台直言，自己轻信了夸张的广告宣传，兴冲冲下单后，坚持早晚使用10天，牙齿美白去渍效果“毫无改变”。                   还有用户表示产品“一点用没有”，甚至使用后牙齿反而变得越来越不舒服。                   另有用户在投诉平台提及，连续使用一个月，仍未看到任何宣传中的效果。                   其实，大家的争议点很明确，就是真的能否实现“3天美白提升217%”的宣传。                   针对这个问题，参半官方抖音旗舰店的客服也给出了回应，说页面宣传的“3天美白”效果，是经过第三方权威机构检测得出的结论，但每个人的口腔环境、饮食习惯不一样，具体用起来的效果自然会有差异，而且牙齿变白不是一下子就能实现的，得慢慢积累，通常坚持用才能看到更明显的变化。                   凤凰网财经《公司研究院》在产品的销售页面，确实有检测报告，但具体检测内容却很难看清。只是有大字写着“相较于对照组，使用一次后美白去渍提升170%，3天美白去渍提升271%具有美白去渍的功效。”                    而在这款产品的网络销售页面上，“效果因人而异”的提示说明，只用浅色字体放在了最下方，很容易被用户忽略。                   同时，凤凰网财经《公司研究院》在广东省药品监督管理局网站上，可查询到该款牙膏的备案信息，备案的外包装上，在“3天美白”等宣传旁边，也标注了“该效果是在实验室条件下，实际效果因人而异”。                   上海申宜禾律师事务所律师李海权表示，从消费者的角度来看，这种具体的功效宣称会对其购买决策产生重大影响，消费者往往是基于这些明确的功效承诺才选择购买产品。这类宣称属于对功效的具体量化表述，需要有相应的科学研究、检测数据等作为支撑。

四 |                    “如果商家无法提供充分的证据来证明这些功效的真实性和准确性，那么即使在瓶身或宣传页面上备注“效果因人而异”，也不能免除其虚假宣传的责任。”他表示                    02、“网红黑马”到“长红”并不容易                    其实在引发这些争议前，参半已经在牙膏市场里闯出了不小的名气，甚至成为近几年“行业黑马”。                   而背后的操盘者尹阔早年在流水线上当过工人，在西餐厅做过帮厨，也在酒店做过杂活。此后他跨界创业，涉足智能硬件与电动牙刷领域，直到2018年3月创立口腔护理品牌“参半”，才算真正找到了方向。                   2020年9月，参半的益生菌漱口水上线，没想到80天就卖了1个亿，一下子打开了市场。                   2022年，参半杀入牙膏领域。                   和传统牙膏总盯着“亮齿、防蛀”不一样，它一出场就换了个思路——想让大家像护理皮肤那样，好好滋养自己的口腔。这个特别的定位，成了它打开市场的第一把钥匙。                   线下零售监测机构马上赢的数据显示，从2024年第四季度开始，参半就挤入了线下牙膏市场的TOP10；到了今年上半年，在国内线下牙膏TOP10品牌里，市场份额和销售额的同比增速双双拿到第一，分别达到184%和291%。                   能有这样的增长，背后藏着参半的好几步“棋”。                   它选对了赛道，避开传统牙膏的同质化竞争，盯着“口腔护肤”这个细分领域，推出美白、清新、抗敏等一系列产品，正好戳中了年轻人对“精细化护理”的需求。                   渠道上也没落下，线上抓住直播电商的风口，找明星、KOL带货，让更多人知道了这个品牌；线下从2022年就开始推进，用3年时间把产品铺到了超千座城市、近百万个销售点。                   它还得到了资本的青睐，创新工场、字节跳动、梅花创投这些知名机构都给它投过资。                   只是，尽管参半凭借差异化定位和强势营销成为行业黑马，但美白牙膏的效果争议，也暴露了品牌发展中的隐患。                   对参半而言，想要维持市场增长、赢得消费者信任，还需在产品效果和宣传透明度上多下功夫。                   比如，公开完整的第三方检测报告，明确标注检测方法、样本数量、适用人群等关键信息；将“效果因人而异”的提示以更醒目的方式呈现，而非用浅色小字标注。

五 |                    毕竟，对消费者来说，直播间里的激昂口号、限时福利只是一时的吸引力，真正能留住他们的，还是实实在在的使用体验和靠谱的产品效果。

六 |                    参半若想从“网红黑马”成长为“长久品牌”，必须守住“真实”这一底。这不仅是对消费者的负责，也是品牌自身可持续发展的关键。                   护航品质消费，共迎安心“双十一”。“双十一”不仅是优惠比拼，更应是质量与信誉的试炼场。凤凰网财经《公司研究院》推出“双十一黑板报”系列，聚焦购物狂欢中最应被坚守的底线——商业诚信。若您有相关线索，欢迎随时提供，共同守护消费权益。爆料邮箱：[email protected]。

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Published on:19:37:05