On December 2, 2025, to comprehensively enhance employees’ legal awareness and compliance management capabilities, China Gold Marketing Co., Ltd. has specially invited a partner from Beijing Xinglai Law Firm. Director of the Company Business Center Attorney Du Jiahong conducted a specialized training session themed “Compliant Operation of Retail Stores.” This training systematically covered five core areas: product quality, price compliance, marketing and promotion, e-commerce, and consumer rights protection. The aim was to strengthen employees’ awareness of operating in accordance with the law and to solidify the foundation for brand development.

Du Jia Hong

Founding Partner of Beijing Xinglai Law Firm and Director of the Corporate Practice Center

The training began with an emphasis on product quality compliance. Attorney Du Jiahong stressed that sellers are legally obligated to perform duties such as inspecting incoming goods, verifying labels, and providing quality guarantees. She particularly highlighted the measurement risks involved in gold sales, pointing out that sellers must use calibrated and certified scales and strictly adhere to the prescribed weight tolerance standards; otherwise, they could be deemed to have engaged in fraud. At the same time, she reminded participants that the quality of free gifts is also subject to legal requirements. When facing professional counterfeit-busting efforts, compliant operations and careful preservation of evidence are crucial.

In the section on price compliance, the training provided a detailed explanation of the legal requirements for clearly marked prices and delved deeply into the various manifestations of “deceptive pricing,” such as fabricating original prices, using ambiguous pricing, and offering false discounts. Attorney Du pointed out that the “original price” must be supported by transaction records from within the past seven days, and any pricing errors must be assessed according to law to determine their nature, thereby avoiding violations of price regulations.

Regarding compliance with marketing and promotional activities, the training provided an in-depth explanation of the definition of advertising, promotional guidelines, and red lines for sales promotions offering prizes. Attorney Du Jiahong, drawing on specific case examples, emphasized that advertisements must not use absolute terms, and endorsers must actually use the products they are endorsing. It is strictly prohibited to engage in practices such as artificially inflating sales figures or fabricating sales data to boost credibility. False advertising Behavior: Prize-based sales must ensure information transparency, fairness, and impartiality, and the maximum prize amount shall not exceed 50,000 yuan.

In the e-commerce sector, training highlights that online operations must comply with the E-Commerce Law. Practices such as default bundled sales and “big data price discrimination” are prohibited. Advertisements and promotional materials must clearly indicate their nature, and consumers’ right to provide reviews must be fully protected. For orders arising from system vulnerabilities, businesses should strengthen their system security measures and promptly communicate with consumers to address these issues.

Consumer rights protection is integrated throughout the entire training process. Attorney Du reiterated that operators should safeguard consumers’ rights to information, choice, and fair dealing, standardize the use of standardized contract terms, and rigorously implement measures for the protection of personal information. She also provided a detailed analysis of the applicability of the “seven-day no-questions-asked return policy” in online gold sales.

Before the training began, it happened to coincide with the national Constitution Day publicity campaign. Taking this opportunity, Attorney Du briefly introduced the constitutional status and citizens’ rights, further strengthening the trainees’ awareness of the rule of law. The training session was lively and engaging, with employees engaging in in-depth discussions with the lawyer on practical issues. After the session, the company conducted an online assessment to reinforce the employees’ learning outcomes.

This training not only enhanced the compliance and practical skills of China Gold’s frontline staff, but also underscored the company’s unwavering commitment to building a culture of compliance and safeguarding its brand reputation, setting a positive example for standardized operations in the industry.

Edited and typeset by: Wang Xin

Review: Management Committee