Dùng niềm tin để thu lợi nhuận, phía sau sự hào nhoáng của Mailisa là hàng loạt sai phạm | VTV24

Key Concepts

• Sai phạm trong kinh doanh (Business violations): Illegal or unethical practices in business operations.
• Hào nhoáng trên mạng xã hội (Social media ostentation): Displaying wealth and success excessively on social media.
• Lợi nhuận siêu khủng (Super abnormal profits): Extremely high and unrealistic profit margins.
• Thông tin bất cân xứng (Information asymmetry): A situation where one party in a transaction has more or better information than the other.
• Văn hóa kinh doanh lệch chuẩn (Deviant business culture): Business practices that deviate from ethical and legal standards.
• Thượng tôn pháp luật (Rule of law): The principle that all people and institutions are subject to and accountable to laws that are publicly promulgated, equally enforced, and independently adjudicated.
• Bộ Chuẩn mực Văn hóa Kinh doanh Việt Nam (Vietnamese Business Culture Standards): A set of guidelines for ethical business practices in Vietnam.

Summary

This video discusses the phenomenon of businesses and individuals projecting an image of immense wealth and success on social media, only to be later exposed for significant business violations. It highlights the case of the Melissa beauty salon chain, whose leaders were detained for smuggling.

Melissa Beauty Salon Case Study

• Initial Image: The leaders of Melissa beauty salons were known for their lavish lifestyles, showcased through images of luxury villas and numerous high-end cars, garnering admiration from the public.
• Underlying Violations: Investigations revealed that the company was involved in smuggling. The owner confessed to changing the origin of cosmetic products from Guangzhou, China, to Hong Kong, China, to circumvent regulations and cater to Vietnamese consumer preference against Chinese-made goods, as well as to bypass the inability to obtain free circulation permits at the time.
• Financial Irregularities: The cost of imported goods was as low as 30,000 to 150,000 VND per product, but they were sold at prices hundreds of times higher, resulting in illicit profits estimated to be in the thousands of billions of VND.
• Unrealistic Profit Margins: While a stable business typically sees profits of 10-20%, Melissa reportedly achieved nearly 90% profit margins. Experts argue that such high profits are impossible through legitimate business operations, which involve significant costs for maintenance, development, and taxation. This indicates a "deviant business culture" and likely criminal activity.
• Legal Consequences: The owner expressed regret and sought leniency from authorities.

Broader Trends and Patterns

• Commonalities with Other Cases: The video draws parallels between Melissa and other public figures like Hoang Huong and Ngan 98, as well as individuals known as "tycoons Binh" and "tycoons Thuy." These cases share a common thread of ostentatious social media presence, exaggerated claims, inspirational messages, and large follower bases, masking underlying illegal activities such as advertising violations, illegal business operations, and unlawful capital mobilization.
• Deviant Business Culture: A recurring theme is a business culture that prioritizes short-term profits, disregards legal compliance, and substitutes personal image for core business value.
• Exploitation of Consumer Trust: A significant concern is how these businesses leverage the trust of their large customer bases. Consumers, often facing "information asymmetry" where they have less information than businesses, are susceptible to false claims about product quality and effectiveness.
• Sophisticated Deception: Businesses employ tactics like charitable activities and exaggerated claims to create a facade of ethical operation, making it difficult for the public to discern genuine businesses from fraudulent ones. The increasing sophistication of business tactics makes detection even harder.
• Market Impact: When trust is betrayed and violations are exposed, it not only harms the businesses involved but also disrupts the entire market, leading to consumer distrust and casting doubt on legitimate businesses.

Perspectives on Business Ethics and Success

• Responsibility and Self-Awareness: Some individuals, like the owner of Melissa, acknowledge their shortcomings, attributing them to "weak capacity" and an over-focus on sales and advertising. They express a commitment to rectifying their mistakes and compensating affected investors.
• Foundation of a Sustainable Economy: A sustainable economy, the video argues, cannot be built on social media ostentation but must be grounded in professional ethics and legal compliance. Upholding standards and protecting trust are crucial for a fair and stable market.
• Misconception of Success: The constant display of wealth by influential figures on social media can lead many to believe that wealth is the sole measure of success, irrespective of ethics and legality. This erodes social trust and promotes a "money-at-all-costs" mentality.
• Impact on Young Entrepreneurs: The video touches upon the influence of these trends on young entrepreneurs. While some are inspired by genuine success stories, others are drawn to the superficial displays of wealth, leading to a distorted understanding of entrepreneurship as easy and effortless. This can create a negative societal impact.
• Legitimate vs. Illegitimate Wealth Accumulation: The video distinguishes between legitimate wealth creation through intellect, dedication, and honest labor, and illicit wealth accumulation through greed and law-breaking. The former contributes to personal growth and national development, while the latter has unpredictable consequences.

Legal and Regulatory Responses

• Enforcement of Law: The strict enforcement of laws is presented as a mechanism to purify the business environment and instill a correct understanding of success.
• Message from Authorities: Authorities are sending a strong message that no one is above the law, and all businesses, regardless of size, must adhere to legal principles. This serves to remove harmful businesses and deter others.
• Government Policy: Resolution 68 of the Politburo emphasizes the importance of the private economic sector, which constitutes over 98% of businesses and contributes significantly to GDP.
• Developing Business Culture Standards: The Ministry of Culture, Sports and Tourism is working on developing the "Vietnamese Business Culture Standards" to promote ethical business practices and a civilized, modern business environment with Vietnamese identity. This initiative aims to positively impact business operations and societal values.