文 | 食悟（ID：food-gnosis）
As the saying goes, third-rate enterprises make products, second-rate enterprises do brands, and first-rate enterprises do standards. Obviously, Xiaoxian Stew's current rank is already an out-and-out "first-class" enterprise.
A few days ago, the "Bird's Nest Origin Classification" standard led by Xiaoxian Stew was officially released, declaring that it "classifies global production areas and sets standards for quality bird's nest". This is also the world's first bird's nest origin grading standard.
At the press conference, Miao Shu, chairman and CEO of Xiaoxian Stewed Bird's Nest, emphasized: "Only high standards can have high quality. It is our original intention to allow consumers to easily and intuitively identify high-quality bird's nest, promote the deepening and practical cooperation of the global industrial chain, and promote the standardization and upgrading of the bird's nest industry. ”
Although Xiaoxian Stew relies on the differentiated patented process of fresh stew to leverage the bird's nest market, it is worthy of recognition, but with the improvement of consumer awareness, the IQ tax controversy behind the glamour of Xiaoxian Stewed Bird's Nest has never been able to disappear.
According to the professional research of Shiwu, when the consumption power is sluggish and new stories are exhausted, those luxury brands that target high-end consumer groups have to find ways to create conditions to support high-end positioning, and with the improvement of consumer awareness and the intensification of industry involution, the new script must be more advanced, otherwise it is difficult to impress the new generation of consumers with wider knowledge and more difficult brainwashing.
The "Bird's Nest Origin Classification" standard, which has joined hands with many parties and invited many people to endorse it, is undoubtedly another "pinnacle" of Xiaoxian Stew to retain old customers and develop new customers.
On July 9, 2020, the anti-counterfeiter Wang Hai once posted an article "Xiaoxian Stew Scam Revealed: According to the inspection results, the content of Xiaoxian Stewed Fresh Stewed Bird's Nest is about 0.6%!" ", pointing out that Xiaoxian Stew has three core selling points, such as "dry bird's nest content of 5 grams or more", "0 additives", and "solid content greater than or equal to 90%".
On November 20, 2020, Wang Hai posted again: "There is no difference between Xiaoxian stew and Simba bird's nest, this is the IQ tax!" The sialic acid content in the small fresh stewed bird's nest that we submitted for inspection is only 60 mg per 100 grams, which costs about three cents! So how much does sugar water sell for per 100 grams? The answer is $279! ”
In the face of doubts, Xiaoxian Stew denied the problems pointed out by Wang Hai, saying that the company's products have authoritative test reports, and emphasized that the products "have no additives, only bird's nest, water and a little sugar." However, it did not publish a specific authoritative test report.
However, on April 29, 2021, the Market Supervision and Administration Bureau of Chaoyang District, Beijing announced a number of illegal acts involving false propaganda in Xiaoxian Stew.
According to the national enterprise credit information publicity system, Xiaoxian Stew was fined 200,000 yuan for violating the provisions of Article 8, Paragraph 1 of the Anti-Unfair Competition Law. The penalty information shows that 10 items such as instant bird's nest raw materials, dried bird's nest content, commodity origin, and food additives previously advertised by Xiaoxian Stew on its product parameter interface are inconsistent with the real situation.
For example, from mid-2020 to early 2021, Xiaoxian Stew advertised "Instant Bird's Nest Raw Materials: Bird's Nest" on the product parameter interface of Tmall's "Xiaoxian Stew Flagship Store", and law enforcement officers investigated the raw materials used in the production of freshly stewed bird's nest in the party's factory and found that the actual raw materials used included bird's nest and bird's nest sticks.
From March 2020, in Tmall's "Xiaoxian Stew Flagship Store", the sales parameter interface of 70g of freshly stewed bird's nest shows the content of dried bird's nest as "2.5 grams (inclusive)-5 grams (exclusive)". After verification, the actual amount of 70g of freshly stewed bird's nest sold by Xiaoxian Stew is 3.5g/bottle.
From May 2019 to June 2020, Xiaoxian Stew marked the origin of the product as Indonesia on the product parameter interface of the "Xiaoxian Stew Official Flagship Store" of the Jingdong Mall store, and after verification, the actual origin of the product was Langfang, Hebei (successively Gu'an and Bazhou).
Some people may say that this is all in the past, and Xiaoxian Stew has also admitted punishment, so there is no point in mentioning it again.
As long as you lie once, or once you don't live up to your name, it means that the company does not put the interests of consumers in an important position, but with a perfunctory or even deceptive mentality to do food.
It is worth mentioning that perhaps it has hurt the hearts of consumers, this time it took the lead in drafting and releasing the "Bird's Nest Origin Classification" standard, Xiaoxian Stew invited the current and retired leaders of many relevant departments to stand for it, these endorsers include: Long Zhuangwei, member of the Standing Committee of the 14th National Committee of the Chinese People's Political Consultative Conference and deputy director of the Agriculture and Rural Committee, Ren Fazheng, academician of the Chinese Academy of Engineering and dean of the Institute of Nutrition and Health of China Agricultural University, Liu Zhaobin, former chief engineer of the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China and president of Beijing Huaxia Institute of Industrial Economics, Ma Chunliang, former director of the Food Production Department of the State Administration for Market Regulation and chairman of the National Technical Committee for Food Quality Control and Management Standardization, Ma Zengjun, president of the National Federation of Urban Agricultural Trade Centers and chairman of the National Bird's Nest Committee, as well as representatives of bird's nest industry associations and institutions in China, experts and scholars from Indonesia, Malaysia, Thailand, Vietnam and China.
The standard of "Classification of Bird's Nest Origin" was initiated and led by Xiaoxian Stew, jointly drafted by the bird's nest industry associations and relevant institutions of China, India, Malaysia, Thailand and Vietnam, and officially released by the National Federation of Urban Agricultural Trade Centers.
Zhang Ziyi, as a senior bird's nest user, shared her views at the press conference. "The fact that China's bird's nest industry association and leading enterprises take the lead in making the "Bird's Nest Origin Classification" standard is not only a promotion for the industry, but also a responsibility for consumers, which allows consumers to have a standard when choosing bird's nest, and ordinary users can also distinguish the quality of bird's nest and be able to consume it clearly."
According to the data, on May 18, 2020, Zhang Ziyi released a personal vlog and announced that she would become a star investor in Xiaoxian Stew. This is also another first-line actress attracted by Xiaoxian Stew after Chen Shu's investment in 2017.
Tianyancha data shows that Zhang Ziyi invested in Shenzhen Rongshutang Biotechnology Co., Ltd. through its holding company Gongqingcheng Dajia Investment Partnership (Limited Partnership), with a shareholding ratio of 0.7255%, while Rongshutang wholly controlled Beijing Xiaoxian Stew Biotechnology Co., Ltd.
Obviously, every word Zhang Ziyi says to her fans may eventually be transformed into her investment dividend income in Xiaoxian Stew through consumer purchases.
From this point of view, is Zhang Ziyi's words worthy of consumer trust? Is Zhang Ziyi's "Bird's Nest Origin Classification" on the platform responsible for consumers, or is it responsible for the Xiaoxian stew she holds shares?
Zhu Yi, an associate professor at China Agricultural University, also analyzed in an interview with the media that the efficacy of the active ingredients in bird's nest is still at the level of animal experiments. The benefits for human beings are more psychological and social.
As for whether the bird's nest industry is "reaping the IQ tax", Zhu Yi believes that eating bird's nest is like luxury consumption, willing to fight and willing to suffer, fully compete in the market, and consumers can choose not to consume.