Text | Comprehensive report on food understanding
A few days ago, the "Bird's Nest Origin Classification" standard drafted by Xiaoxian Stew was officially released, claiming to "grade global production areas and set 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, with the improvement of consumer awareness, Xiaoxian Stew has also become the target of public criticism due to the "original sin" of IQ tax on bird's nest products.
According to Shiwu's professional research, in order to achieve dynamic sales, Xiaoxian Stew needs to constantly tell stories to consumers, and this time, the "Bird's Nest Origin Classification" standard, which has joined hands with many parties and invited many people to endorse it, is undoubtedly one of the means for Xiaoxian Stew to "brainwash" consumers.
Is Xiaoxian Stew collecting an IQ tax? Professional anti-counterfeiters have something to say
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 11 items such as ready-to-eat 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).
Xiaoxian stewed chairman and CEO Miao Shu
Xiaoxian stew was once deeply involved in the OEM turmoil
According to public information, Xiaoxian Stewed Bird's Nest Factory is located in Bazhou City, Langfang City, Hebei Province, and was officially put into operation in November 2019, with a construction area of 6,700 square meters and a planned annual output of 2,000 tons of freshly stewed bird's nest with an annual output value of 4 billion.
And before November 2019, where was the production place of Xiaoxian stew? This involved the OEM turmoil of Xiaoxian stew.
On June 12, 2020, Jia Ming Jia (Beijing) Green Food Technology Co., Ltd. (hereinafter referred to as "Jia Mingjia") issued a statement through its official WeChat public account, stating that between September 2016 and June 2019, without the knowledge of Jia Mingjia and its controlling shareholders, Shenzhen Rongshutang Nourishing Health Products Co., Ltd. and its Beijing Xiaoxian Stew E-commerce Co., Ltd. openly used Jia Mingjia's name and food production license information to sell "Xiaoxian Stew" in the name of "entrusted processing" Brand freshly stewed bird's nest. In fact, Garminga has been out of business since 2016. So Jia Mingjia claimed 3 million yuan from Xiaoxian Stew.
Subsequently, Xiaoxian Stew responded, saying that there was an entrusted production and processing cooperation relationship with Jiamingjia Company, and the contract period was from December 1, 2016 to November 30, 2019.
In this regard, Jia Mingjia added that Xiaoxian Stew does not respond positively to the core content of "who produces bird's nest".
From 2016 to 2019, who produced Xiaoxian Stewed Bird's Nest also became a Rashomon incident.
On June 14, 2020, Xiaoxian Stew Company issued a statement in response, saying that Jiamingjia's statement was seriously inaccurate. The statement said that during the shutdown, it was not possible for the company to produce bird's nest – the company did not have bird's nest production staff and management team; No bird's nest processing equipment has been purchased; No bird's nest raw materials have been purchased; No quality control inspection of bird's nest products has been conducted. To this end, the company also posted "social security information" to prove that it did only have 2 employees during this period.
The statement also stated that the bird's nest products of the "Xiaoxian Stew" brand are all produced by Rongshutang Company and Xiaoxian Stew Company. Xiaoxian Stew Company procures raw materials by itself and organizes employees to engage in bird's nest processing. The fact that "Xiaoxian Stew" processes bird's nest by itself also corroborates the promotional content on the official website of "Xiaoxian Stew". In the September 2018 edition of the website of "Xiaoxian Stew", it was written: "Lin Xiaoxian made an extremely bold decision - to build his own factory. The picture on the webpage is a photoshop-processed photo - in the photo, the words "Xiaoxian stew" grow on the factory of Jia Mingjia's company.
Lawyer Qiu Baochang, an expert of the Expert Committee of the China Consumers Association and director of Beijing Huijia Law Firm, pointed out that if it is verified that Xiaoxian Stew Company signed a false "entrusted processing" agreement by renting a factory building and other means to produce bird's nest processing products without food production qualifications, "in addition to administrative penalties, it should also bear corresponding civil liability".
"If there is no food production license qualification but the food is produced by itself, the product should be regarded as food that does not meet the food safety standards, and the consumer has the right to claim ten times the compensation in accordance with the relevant provisions of the Food Safety Law." Qiu Baochang told China Consumer Daily.
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, and if you are willing to fight and suffer, you should not be blamed if you are willing to compete, and consumers can choose not to consume.