案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
A Shenzhen developer's sales brochure put amenities where the building wasn't
Shenzhen Anda Real Estate advertised a project before it had a presale licence, with brochure amenities placed where the building wouldn't have them.
Shenzhen Anda Real Estate · 2026-01
怎么回事
Shenzhen Anda Real Estate Development began advertising a residential project before it held the presale licence required to market units for sale — the first violation regulators cited.
The advertising itself misrepresented what was being built: the sales brochure showed a long-term rental apartment block and a cultural activity room in locations that did not match where they would actually be delivered, and the sales-office scale model depicted commercial podium space with content that likewise did not match the final construction plan. Buyers viewing the brochure and model formed an inaccurate picture of the property before signing.
In January 2026, Shenzhen's Guangming district market regulator ruled the advertising violated the Advertisement Law and fined the developer 275,500 yuan, one of ten cases the State Administration for Market Regulation later cited nationally as a model enforcement action in advertising affecting people's daily lives.
为什么会这样
- Advertising ahead of a presale licence meant the project was marketed before regulators had confirmed what could legally be promised to buyers.
- Placing amenities in the brochure at the wrong locations let buyers form a floor plan in their heads that the finished property would not match.
- A sales-office model reads as a literal preview of the building, so a mismatch between the model and what gets delivered is deception at the point a buyer trusts most.
教训
A Shenzhen developer advertised a project before its presale licence, brochure amenities placed where the building wouldn't have them. Fined 275,500 yuan. The sales model is what a buyer trusts most.
后来呢
Shenzhen's Guangming district market regulator fined Shenzhen Anda Real Estate 275,500 yuan for the mismatched and unlicensed advertising, part of a national batch of ten cases the State Administration for Market Regulation cited as enforcement examples.
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