Vụ án Mailisa: Hồi chuông cảnh tỉnh về chuẩn mực đạo đức, văn hóa kinh doanh | VTV24

Key Concepts

• Melissa Business Scandal: A case study of a business that achieved fame through ostentatious displays of wealth on social media, but was later exposed for fraudulent practices, including smuggling and inflated profits.
• Abnormal Profits: Profits significantly exceeding industry averages, indicating potential illegal or unethical business activities.
• Business Ethics and Morality: The principles and values that guide business conduct, emphasizing honesty, integrity, and legal compliance.
• Social Media Influence: The power of social media to shape public perception and create an illusion of success, often masking underlying business flaws.
• Information Asymmetry: A situation where one party in a transaction has more or better information than the other, leading to potential exploitation.
• Vietnamese Business Culture Standards: An initiative by the Ministry of Culture, Sports and Tourism to establish ethical guidelines and cultural norms for businesses in Vietnam.
• Sustainable Business Development: Building a business on a foundation of ethical practices, legal compliance, and long-term value creation, rather than short-term gains.

Summary

The Melissa Business Scandal: A Facade of Success

The transcript details the downfall of the Melissa business, which gained notoriety through lavish displays of wealth on social media, including mansions and luxury cars. This ostentatious presentation led many to view it as a modern symbol of success. However, upon investigation by authorities, the truth behind this facade was revealed: a business riddled with irregularities and questionable profit margins. The Melissa case raises critical questions about how a business could achieve such prominence by prioritizing a dazzling image over core values of business ethics and morality.

Abnormal Profits and Fraudulent Practices

The core of the Melissa scandal lies in its "abnormal profits." The transcript highlights the owner's confession of producing cosmetics in Guangzhou, China, but altering the origin to Hong Kong to circumvent Vietnamese consumer preference for non-Chinese goods and to bypass regulatory hurdles for free circulation permits. To import these goods into Vietnam, the business used sham contracts. The cost of raw materials for these products was as low as 30,000 to 150,000 VND per item, yet they were sold at prices up to a hundred times higher, resulting in illicit profits estimated in the thousands of billions of VND.

Experts point out that a consistently high profit margin, nearing 90%, is highly unusual for any industry. A stable business typically sees profit margins between 10-20%. Such extraordinary profits, especially without significant operational costs or complex production and distribution, are deemed "abnormal" and indicative of criminal activity, not normal business culture. The transcript emphasizes that businesses require substantial expenses for operations and development, making an 80% profit margin even before taxes extremely difficult to achieve. Melissa's deceptive practices, only exposed after their arrest, demonstrate a disregard for the law and a lack of business ethics.

The Deceptive Power of Social Media and Information Asymmetry

The transcript critiques the reliance on social media for image building, where businesses project an image of wealth, offer inspirational messages, and cultivate large followings. This "virtual showroom" approach, characterized by exaggerated advertising and a dazzling exterior, is used to conceal significant flaws in their business operations. The case of Melissa, along with others, reveals a pattern where businesses leverage their large customer base and fan following, who readily believe all claims about product quality and effectiveness.

This phenomenon is explained through the concept of information asymmetry, where businesses, possessing more complete information, have an advantage over consumers who are typically less informed. Consumers are therefore at a disadvantage and susceptible to misinformation. Only "wise" and "intelligent" consumers can discern genuine information from false claims. Instead of using community trust for sustainable growth, some entities exploit social media for deceptive advertising, creating a false sense of grandeur to hide business deficiencies. Even philanthropic activities are questioned as a means to project a positive image without necessarily indicating legitimate business practices. The increasing sophistication of business tactics and tricks makes it harder for the public to identify them.

Consequences of Betrayed Trust and a Corrupted Business Environment

When trust is betrayed, business violations are exposed, leading to consequences not only for the offending businesses but also for the entire market. A disrupted business environment and eroded consumer trust negatively impact legitimate businesses, drawing them into a cycle of suspicion. The transcript includes a statement from an individual acknowledging their responsibility due to "weak capacity" and an over-focus on sales and advertising, admitting to not recognizing their shortcomings during operations. They also commit to rectifying the situation for investors and affected parties.

A sustainable economy, the transcript argues, cannot be built on social media glamour but must be founded on professional ethics and legal compliance. Upholding standards and protecting trust are crucial for a fair and stable market. The prevalence of wealthy individuals and influencers showcasing their riches on social media can create a perception that wealth is the sole objective of success, disregarding ethics and law. This trend negatively impacts the image of honest entrepreneurs, erodes social trust, and risks replacing sustainable professional values with a "money-at-all-costs" mentality.

Shaping the Next Generation of Entrepreneurs

The transcript discusses the aspirations of young people entering the entrepreneurial world, participating in startup clubs and business idea competitions. It emphasizes the importance of instilling business ethics and corporate culture early on, as these will shape their future development strategies. Conversely, a misunderstanding of the importance of business ethics can lead to unethical practices.

Within startup clubs, a division is noted: some members are inspired by social media figures who flaunt wealth, leading to a distorted view of entrepreneurship as simple and easy. This can create a negative societal influence, as individuals may believe they can easily replicate such success without facing consequences. The transcript asserts that legitimate wealth creation through intellect, dedication, aspiration, and honest labor is commendable. However, greed and illegal wealth accumulation lead to unpredictable outcomes. The strict enforcement of the law is presented as a means to purify the business landscape and foster a correct understanding of success.

Government Initiatives and the Future of Vietnamese Business Culture

The transcript highlights a strong message from authorities: no one is above the law, and all businesses, regardless of size, must adhere to it, or face severe penalties. This message serves to remove harmful businesses and to warn and deter others.

Reference is made to Resolution 68 of the Politburo, which recognizes private economic development as a crucial driver of the economy, with the private sector comprising over 98% of businesses and contributing about 45% of GDP. This underscores the need to enhance competitiveness, strengthen trust, and build a business culture aligned with international standards.

The Ministry of Culture, Sports and Tourism is currently developing the Vietnamese Business Culture Standards, a framework based on four core values: ethical standards, business culture, national cultural identity, and integration of international business culture. This initiative aims to establish ethical and cultural benchmarks, standardize business behavior, improve corporate governance, and enhance transparency.

The proposed standards, combined with existing regulations and online conduct guidelines, are intended to foster a correct understanding and mindset for entrepreneurs, businesses, and individuals entering the market. Businesses have provided feedback, requesting policy improvements, a better legal environment, digital transformation support, and assistance in practicing standards for sustainable development. They hope the finalized standards will enhance the reputation of Vietnamese businesses and foster a professional, civilized, and distinctly Vietnamese creative environment.

The development of detailed standards will be industry-specific, but the overarching principles emphasize product responsibility, self-respect, and pride in Vietnamese culture. The transcript draws parallels with the admired business cultures of Germany, Japan, and South Korea, posing the question of how Vietnamese businesses can achieve similar recognition internationally and domestically for their cultural qualities.

The Ministry of Culture, Sports and Tourism will finalize the Business Ethics and Culture Standards for government review and approval. Upon approval, these standards are expected to directly influence business operations and promote positive societal values, contributing to a civilized, modern, and distinctly Vietnamese business environment.

True Vietnamese Entrepreneurs: Beyond Economic Value

The transcript concludes by emphasizing that genuine Vietnamese entrepreneurs contribute not only economic value but also social responsibility, citing examples of businesses supporting flood victims. When integrity and community responsibility form the foundation of a business, they not only enrich themselves but also elevate Vietnam's stature and dignity on the international stage.