Reversal Fighter Cui Yongyuan sells food online for 5 times more expensive than similar products

　　Recently, a fresh food e-commerce website called "Pugutang Mall" was quietly launched. The owner of the website is "Pugutang Cui Yongyuan Food Culture Exchange Club Co., Ltd.", which is a step Cui Yongyuan actually took after claiming that he wanted to enter the retail field. From "reversal fighter" to "full-time businessman", Cui Yongyuan has set his near-term target in the food retail field. However, the goods sold in Pugutang Mall are more than 5 times the market price. Where do these added value come from?

　　Recently, the Pugutang Mall signed by Cui Yongyuan has quietly been launched, focusing on non-GMO foods, and there is a big Cui Yongyuan avatar on the homepage of the mall.

　　Pugutang quietly launched

　　A Beijing Youth Daily reporter saw on the Pugutang Mall website that Pugutang mainly sells food, including fresh food, grain and oil, side food, wine, etc. Pugutang claims to be a green and healthy food mall. The website introduction reads: "The company uses the theme of green and healthy to let everyone eat safe and secure food." After entering the mall website, users are asked to choose a region. Currently, only Beijing and Dalian in Liaoning are in red fonts and can be clicked, which means that the delivery scope of the website is limited to these two cities.

　　At present, Pugutang Mall is still in the trial operation stage, and the website can only be browsed and cannot place an order to purchase. A reporter from Beijing Youth Daily saw that there is a column "Standby Merchant" on the homepage of the mall. Now only the "official self-operated store" has listed 36 products, and the mall may be open to other merchants in the future. The customer service 400 phone number and customer service QQ displayed on its official website have not yet been turned on.

　　From "reversal fighter" to "full-time businessman"

　　Cui Yongyuan, who has many identities such as host, professor, director, etc., has been labeled as the "reversal (gene) fighter" in recent years. In 2014, Cui Yongyuan released a documentary about genetically modified foods to the United States for 1 million yuan at his own expense. The film quoted the opinions and experiences of many American people and experts to illustrate that "genetically modified foods are harmful to the body." After the documentary was released, Fang Zhouzi publicly questioned the content and purpose of the documentary filmed by Cui Yongyuan. The two argued about the issue of "can genetically modified foods be eaten", and even rose to personal attacks and finally went to court. Since then, Cui Yongyuan has claimed the insecurity of genetically modified foods on many occasions.

　　In 2016, at the China All Retail Conference, Cui Yongyuan publicly stated that he had entered the retail industry and would provide non-GMO foods to a total of 30,000 members in three cities. He said: "The reason was to fight against the GMO flood three years ago. I think this is a responsibility and business opportunity." He said that he would set up his own food company that year and implement a membership system. "I am a person who is obsessed with cleanliness. If he is a person I hate, even if he has money, the goods in our company may not be sold to him. In addition, the company sells 12 speech events every year, and invites the best speech experts in the world so that my members can make progress together."

　　Cui Yongyuan owns more than ten companies

　　The food company Cui Yongyuan mentioned is not a simple company selling food, but a series of food-related companies. According to the National Enterprise Credit Information Disclosure System, the owner of Pugutang website, "Pugutang Cui Yongyuan Food Culture Exchange Club Co., Ltd.", is a company registered in Yanbian, Jilin. It was registered in December 2016. The legal representative of the company is Chai Bin. The company has a natural person shareholder and a corporate legal person shareholder, namely Chai Bin and Pugutang Yuan Ecological Agricultural Products Development Co., Ltd. The latter is a company registered in Yanbian, Jilin in April 2015. The shareholders of the company are Cui Yongyuan and another legal shareholder Zhonghan Holding Group Co., Ltd.

　　The system shows that Cui Yongyuan also owns Cui Yongyuan Haoshiwei (Dalian) Food Co., Ltd., Pugutang Cui Yongyuan (Beijing) Food Co., Ltd. and Pugutang Cui Yongyuan (Yanbian) Food Co., Ltd., and Pugutang Cui Yongyuan (Yanbian) Food Co., Ltd. The shareholder list of these three companies includes Chai Bin and Pugutang Cui Yongyuan Food Culture Exchange Club Co., Ltd. These three companies are relatively similar, including the development and sales of edible agricultural products; the sales of pre-packaged food; the sales of dairy products, alcohol, fresh aquatic products, poultry and eggs, meat, vegetables, fruits, and condiments; import and export of goods technology, etc. It can be inferred that Beijing, Dalian and Yanbian may be the cities where Cui Yongyuan's 30,000 members are located.

　　So, why did Yanbian become a major destination for Cui Yongyuan? The official Weibo account of the Information Office of the People's Government of Yanbian Korean Autonomous Prefecture "Yanbian Release" posted on Weibo on February 27 this year that Cui Yongyuan went to Wangqing to invest in poverty alleviation and signed a project framework agreement with Lian Jingxie, deputy secretary of the Wangqing County Party Committee and county magistrate. According to local media reports, "I have been to Wangqing and Yanji many times. Every time my friend entertains me, the food is the original ecological thing in the mountains and there is no pollution. I am very sad. What are the things we eat in Beijing? I can't eat so many good things alone, I want more people to eat."

　　In addition, Cui Yongyuan also has Cui Yongyuan Lao Shi Safety Food Development Co., Ltd. and Cui Yongyuan Lao Shi Food Development Changchun Co., Ltd. with Chai Bin and Zhonghan Investment Fund Management Co., Ltd. Cui Yongyuan's company fields include food development, food sales, food exchange and other aspects.

　　In addition to the food industry, Cui Yongyuan is also a shareholder of many cultural companies, including Shanghai Cui Yongyuan Cultural Communication Studio, Shanghai Cui Yongyuan Brand Management Co., Ltd., Nawei (Shanghai) Cultural and Art Exchange Center, Zhipi (Shanghai) Cultural Communication Studio, Shanghai Yongyuan Investment Development Co., Ltd., Tibet Yongyuan Cultural Media Co., Ltd., Yongyuan Film (Shanghai) Co., Ltd. and Yongyuan Cultural Media (Shanghai) Co., Ltd. Cui Yongyuan's business territory has spread to more than a dozen companies.

　　In the "Xiao Cui Face to Face" column in Pugutang Mall, someone asked, will Teacher Cui shift the focus of his life to business in the future and become a full-time businessman? He replied in the video: "During this period, I will concentrate on being a businessman in the food industry." He also said: "One day you saw me filming or scheduling dramas, that means I don't have to worry about our food company, or the food company is gone."

　　Only one product in the mall is marked as "non-GMO"

　　"Non-GMO" soybean oil is sold in Pugutang Mall. In the product introduction of the 5L package "Pugutang Soybean Oil" priced at 89 yuan, it is stated that "high-quality raw materials selected non-GMO Northeast Soybeans" are selected. However, in the 750ml package "Pugutang Soybean Oil" priced at 32 yuan, it only says "high-quality raw materials selected Northeast Soybeans" and is not marked "non-GMO". The introduction of the miscellaneous grain "Pugutang Soybeans" only says "selecting high-quality seeds". According to previous media reports, the soybean introduction was previously "selecting non-GMO high-quality seeds", but was later modified to remove the words "non-GMO". In the introduction to "Pugutang Little Corn Salted", there is no non-GMO mark.

　　my country has clear and strict regulations on the labeling of genetically modified foods. At present, China has approved commercially grown GM crops with two types: cotton and papaya. The approved imported GM crops for processing raw materials include soybeans, corn, cotton, rapeseed and beets. The commercial cultivation of GM grain crops has not been approved. In January 2015, the Ministry of Agriculture issued the "Notice on Guiding the Management of Genetically Related Advertising", which clearly stipulates: "For those that my country has not approved the import of processing raw materials, commercially planted in China, and does not have the GMO crops and processed products, non-GMO advertising slogans are prohibited; for those that my country has approved the import of processing raw materials or has been commercially planted in China, and that such genetically modified crops and non-GMO crops and processed products do exist in the market, non-GMO crops and non-GMO crops and processed products can be marked as non-GMO but are prohibited from using misleading advertising slogans." That is to say, if it is genetically modified food, it must be marked as genetically modified; if this type of crop does not have genetically modified, it is not allowed to be marked as non-GMO; if this type of crop has genetically modified but the product is not genetically modified, it can be marked as non-GMO, or it can be not marked.

　　The price of high-end products is 5 times higher than similar products

　　At present, only 36 types of goods are listed in Pugutang, and the prices of these goods are generally far higher than the market price of similar goods. For example, the highest priced in Pugutang is the "Italy Banya Manor Extra Virgin Olive Oil Classic Series". A bottle of 250ml olive oil costs 780 yuan, and the membership price is 647.40 yuan. In JD.com, the olive oil with the highest price of the same capacity is about 176.5 yuan, while the cheapest one is priced at 13.5 yuan. The price of olive oil sold in Pugutang is about 4 to 58 times.

　　In addition to olive oil, other commodities in Pugutang are also expensive. Manuka Honey 5+ is priced at 610 yuan/500 grams, Australian Angus beef is priced at 620 yuan/2.5kg, free-range chicken is priced at 300 yuan/piece, and stone rice is priced at 158 ​​yuan/2.5kg. These products are almost more than 5 times the market price of similar products.

　　Why do these products sell at such high prices? In the "Product Selection and Process Review" of Pugutang Mall, it is stated that these products have implemented the policy of "one-choice, two-choice, three-choice, four-choice, five-control and six-check". By selecting suitable areas, comprehensive inspection of the surrounding growth environment, jury appraisal, comprehensive evaluation of expert group, food safety and quality management system control, irregular sampling and testing, etc., "jointly build a safe and healthy food platform that can be oriented towards the whole society."

　　Zhu Danpeng, a commentator of the Chinese food industry, told the Beijing Youth Daily that the reason why the products of Pugutang Mall are so expensive is because Cui Yongyuan is a dual brand of personal brand plus product brand, and more of them are Cui Yongyuan's personal brand. If done well, it will be a win-win situation for the individual and company's brands.

　　Hot topics follow-up product testing report is the national minimum food safety standard

　　Under each product in Pugutang, there is a "test report". The report was tested and issued by "Dalian Branch of Tongbiao Standard Technology Service Co., Ltd.". The test requirements are "tested according to customer requirements". That is to say, the content and standards of the test are not based on many of the current food safety technical standards in the country, but are standards proposed by the company themselves. For example, stone rice, its inspection report includes the processing status of rice, heavy metal residues, pesticide residues, etc. Among them, the processing of rice is tested according to the GB/T 1354-2009 standard, and the full name of this standard is "National Standard of the People's Republic of China (Rice)".

　　According to the "Announcement on Matters Related to the Use of Enterprise Food Production License Marks" by the General Administration of Quality Supervision, Inspection and Quarantine, 28 types of food are included in the national food quality and safety market access system and must be certified by QS before it can be sold out of the factory. In other words, QS is the minimum standard for food certification. Among them, the QS standard for rice stipulates that the product should comply with the GB 1354-1986 "Rice Standard" (has been invalidated, the current one is GB/T 1354-2009), GB2715-2005 "Food Hygiene Standard", and also requires testing of heavy metals and common pesticides. As for its large-scale pesticide residue reports, several agricultural experts said that some of them are pesticide types that are hardly used in product cultivation, and some are also stipulated in the national QS standards. Therefore, it can be said that the inspection report of the goods in Pugutang is almost the same as the national minimum listing standard QS and is not higher than this standard.

　　In addition, in fact, the country has the "Regulations on the Certification of Organic Products" and the "Environmental Technical Conditions of Green Food Origin", but the product introduction of Pugutang does not clearly indicate that it meets the certification of green food and organic products. Although Pugutang mentioned that the surrounding environment (soil, water source), seeds, products, etc. of the growth of products and agricultural and sideline products will be conducted in a comprehensive inspection, "only products that meet the national food safety standards can enter the next stage of review." However, this standard still falls within the scope stipulated by the national minimum food safety standards. It can be said that Pugutang's testing report is self-contained and the testing standards are not higher than the national standards.

　　Remind to adopt a membership system to prevent prepayment issues

　　According to the Pugutang membership charter, shopping in Pugutang implements a membership system. Cui Yongyuan previously revealed that the product is only sold for 30,000 members. He said that on the one hand, this is to "communicate better with consumers", and on the other hand, "the supply of products is limited, so as to prevent the market from expanding and supplying... At the same time, it also prevents the emergence of counterfeit and shoddy goods from harming consumers. The membership system will continue forever." Zhu Danpeng said: "High-end products have restrictions on production, so the membership system is the most suitable model for phased operation for Pugutang."

　　The membership charter states that membership needs to be approved, "Please contact the club's member manager or member, and recommend it to the company before you can become a member after review." However, there are no detailed provisions on the review standards. There is no limit on consumption for members, only RMB 5,000 must be paid in advance as the prepayment for pre-order items when joining. When the member consumes the prepaid, the amount of consumption will be gradually deducted. If the member withdraws the membership in the middle, the prepaid will be eliminated from the consumed part and the rest will be returned. Food pre-order is also implemented. From the 1st to the 20th of each month, members will purchase the types and quantity of food required for the next month online and determine the free delivery time.

　　In response to this membership-based prepaid form, the Beijing Municipal Bureau of Finance recently quoted the China Banking Regulatory Commission as saying that it is necessary to "strictly prevent illegal fundraising by using prepaid consumption." The article stated that in recent times, some criminals have engaged in illegal fundraising activities under the pretext of applying for prepaid cards or prepaid consumption, causing economic losses to some people. This includes absorbing funds from the public in the name of purchasing "prepaid cards", "shopping cards" or "prepaid consumption". The China Banking Regulatory Commission stated that this type of operation model is actually a disguised promise of high returns, which violates the value law of consumer services, and the operation of funds is difficult to maintain for a long time. Once the capital chain is broken, participants will face serious losses. Please raise your risk awareness effectively. To this end, Pugutang stated in its membership charter that the members' advance payments are "recorded by the commercial authorities and supervised by the bank."

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