The official social media accounts of the implicated organizations have been suspended by the platform, and their main contact numbers are switched off. While some branch store phone lines can be dialed, calls go unanswered.
On March 15, the annual CCTV "3·15" Gala exposed market malpractice in the "teenage height enhancement services" sector, specifically naming institutions like Anlishen and Dejirui. These entities attract anxious parents with promises of "guaranteed results with refunds for inefficacy," promoting so-called "physical height increase" methods that are, in reality, deceptive marketing capitalizing on children's natural growth patterns, lacking any scientific basis.
Dejirui, fully named Wenzhou Dejirui Health Management Co., Ltd., was established in June 2018. Its legal representative is Lu Ou, with a registered capital of 100,000 yuan. The company's business scope includes sports health services and health consulting, and it is registered near the Wenzhou World Trade Center on Danan Road, Lucheng District, Wenzhou. The ownership structure shows Li Honghong and Lu Ou holding 80% and 20% shares respectively.
Regarding external investments, the company has currently invested in only four entities: Hangzhou Dejirui Technology Co., Ltd., Dejirui (Hangzhou) Holding Co., Ltd., Wenzhou Shangxuan Traditional Chinese Medicine Physiotherapy Co., Ltd., and Dongguan Dejirui Health Consulting Co., Ltd., with the highest registered capital among them not exceeding 1 million yuan. However, searches on Qichacha reveal a network of 81 companies associated with the "Dejirui" name across the country. Of these, 70 are active or in operation, spanning 20 provinces and 58 cities.
Among the legal representatives of these companies, the names Lu Ou, Lu Zhong, and Li Honghong appear frequently. Additionally, Lu Jianyu and Lu Yingqian serve as legal representatives for the Zhuhai Xiangzhou Asia-Pacific Dejirui Health Management Center and the Wenzhou Dejirui Health Management Co., Ltd. Yiwu Branch respectively, although these two companies show no equity connection to the Wenzhou-based Dejirui.
Further examination of the trio "Lu Ou, Lu Zhong, Li Honghong" indicates that prior to Wenzhou Dejirui, Li Honghong and Lu Ou jointly established Wenzhou Muzi Culture and Art Training Co., Ltd. Lu Ou and Lu Zhong also co-founded Wenzhou Shangxuan Zhiji Network Technology Co., Ltd. and Yongjia County Huayi Alliance Culture Communication Co., Ltd. This suggests Lu Ou may play a pivotal role in their collaborations.
Tracing companies associated with Lu Ou shows he currently holds shares in 17 companies, including Hainan Dejirui Investment Holding Co., Ltd. and Shanghai Mengke Network Technology Co., Ltd., and holds indirect stakes in over 31 others. Before 2018, Lu Ou's involvement was limited to art training and online media companies.
Notably, in September of last year, Wenzhou Dejirui was ordered by a court to issue a public apology for using the likeness and name of artist Yi Yangqianxi on promotional materials without authorization. The company claimed it was misled by Anhui Zhuya Business Consulting Co., Ltd., which falsely asserted it had authorization for celebrity likenesses, and paid that company for the use of Yi Yangqianxi's image.
Intellectual property records show the company has five registered trademarks and four invention patents or design patents, including "Laboratory Ultrasonic Biological Processing System," "Apparatus for Assisting Bone Growth and Its Control Method," and "Vertical Chassis (Bone Growth Pulse Wave)." The inventors are primarily Lu Ou and Li Honghong.
According to its official website, Dejirui currently operates 75 chain stores nationwide, offering services including teenage physical height increase, pain physiotherapy, and posture correction. However, as of the time of writing, some of its past promotional materials have been taken down.
Anlishen, fully named Hangzhou Anlishen Health Management Co., Ltd., was established in April 2024 with a registered capital of 1 million yuan. Its business scope includes health consulting services, remote health management services, and fitness activities. It is registered near the Zhihui Zhimen Center on Xixing Street, Binjiang District, Hangzhou.
The ownership structure reveals this is also a company founded by businesspeople from Wenzhou. It is owned by Wenzhou Nanlin Enterprise Management Co., Ltd. (62%), Wenzhou Anligao Enterprise Management Partnership (L.P.) (20%), and Hangzhou Jide Zhengda Health Management Co., Ltd. (18%). Ultimate control traces back to Chen Heyun, the legal representative of Hangzhou Anlishen.
An analysis of companies associated with Chen Heyun shows current shareholdings in 10 companies, including Hangzhou Jide Zhengda Health Management Co., Ltd. and Hangzhou Zhengzhi Shaonian Health Management Co., Ltd., with indirect investments in over 10 others. Before 2024, Chen's business activities were confined to operating a beauty salon named "Mi Duo Duo Mi" in Wenzhou, with a registered capital of 30,000 yuan. Apart from Chen's 99% stake, Wu Jialiu held 1% and served as supervisor. Wu Jialiu is also one of the investors behind the two Wenzhou-based shareholders of Hangzhou Anlishen.
Regarding external investments, the company has two wholly-owned subsidiaries: Wenzhou Anlishen Health Management Co., Ltd. and Wenzhou Anlishen Brand Operation Co., Ltd., and five subordinate companies, including Taizhou Jialin Health Management Co., Ltd., Hangzhou Anligao Technology Co., Ltd., and Zhengzhou Anlishen Health Management Development Co., Ltd., all with a maximum registered capital of 1 million yuan.
Further Qichacha searches indicate a network of 17 companies associated with the "Anlishen" name nationwide, with 14 active or in operation, covering 8 provinces and 14 cities. The legal representative name appearing most frequently is Chen Heyun.
Intellectual property records show six trademark applications for "Anlishen" and "Anlisheng," and a utility model patent for "A Leg Exercise Device" applied for in late 2022 and approved in May 2024, with the inventor listed as Wang Gaoqiang.
As of now, the official WeChat accounts for both Dejirui and Anlishen have been suspended by the platform, and their main contact numbers are switched off. While some branch store phone lines can be dialed, calls go unanswered.
According to a post on the "Binjiang Release" Weibo account that evening, the Market Supervision Administration of Hangzhou High-tech Industrial Development Zone (Binjiang) has initiated an investigation into Hangzhou Anlishen. An official notice stated that a case has been filed, evidence is being collected and secured, and subsequent actions will be taken seriously in accordance with laws and regulations based on the investigation findings.
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