In the past two days, there have been continuous accidents in the Internet celebrity e-commerce circle.
Naixue's tea was fined
In the early morning of August 24, Naixue's Tea posted a message saying that it "accepted the punishment and sincerely apologized." What is this situation?
It turned out that on August 23, the State Administration for Market Regulation disclosed the investigation and handling of six food safety cases, including Naixue’s Tea. Two stores were fined and criticized for having illegal operation problems in production and production.
The final punishment result was that the two stores involved in Naixue's Tea were fined 100,000 yuan, and the managers of the two stores were fined 250,000 yuan and 280,000 yuan respectively. This is why Naixue's Tea posted a hot search message in the early morning. Naixue's Tea expressed deep pain on Weibo, accepted the punishment, and expressed sincere apology to the majority of consumers.
At the same time, Naixue's Tea conducted self-inspection and self-correction in accordance with the problems pointed out in the penalty decision of the regulatory department, such as "the label fell into mango puree during the production process", and required all store employees to strictly follow the production process to eliminate any irregular behavior.
Naixue’s Tea was founded in 2015 and is headquartered in Shenzhen, Guangdong Province. It has the main customer base of young women aged 20-35 in innovative creation of “tea + soft European bags”. Since its establishment, it has been insisting on changing the tea base every 4 hours, and the soft European bag can last night. Naixue’s Tea does not accept franchise, and all stores are direct stores. As of September 2020, the number of Naixue’s tea stores has reached 422.
During the inspection by the State Administration for Market Regulation, there were no problems such as making food with black and rotten mangoes and soft European bag magic wand series products that were changed to the time label and continued to be sold. Naixue's Tea said that it is determined to be the promoter and innovator of Chinese tea culture going global, and will continue to provide consumers with safe and high-quality new tea drinks, and also welcomes regulatory authorities and consumers to supervise it.
Two fat brothers were investigated for meat crab pot
Coincidentally, another internet celebrity e-commerce brand, Fat Brother, was exposed on the same day (August 23). The Beijing News published an investigation report article, which exposed the chaos of ingredients in two fat brothers and meat crab pot shops in Beijing. The promised to kill live crabs is actually the "overnight crab" that had been slaughtered the day before; not only that, the expired and spoiled potatoes were simply processed and then delivered to the table; the meat cooked in advance will be kept until the next day even if it changes flavor...
As soon as the report was released, it attracted the attention of the Market Supervision Administration and Majiabao Street Market Supervision Office. Its law enforcement officers inspected the fat brother two meat crab pot restaurant involved on the spot, and ordered the store to suspend business and rectify and suspend the operation of the online meal ordering platform.
At the same time, the law enforcement department also organized a third-party testing company to conduct on-site random inspections of eight batches of food raw materials and seasonings such as potatoes, chicken feet, and sea crabs mentioned in the report, and the test results have not yet been released. For similar internet celebrity stores, the Market Supervision and Administration Bureau will carry out special food safety inspections on such issues.
It is understood that the Market Supervision and Administration Bureau has filed a case for investigation on the food in the store and interviewed the relevant person in charge of the store and the Fat Brother Meat Crab Pot Headquarters. In the report, the relevant person in charge of the Fat Brother Two Meat Crab Pot Headquarters responded that the company has asked the store involved to cooperate with the market supervision department's investigation.
How do internet celebrity e-commerce deal with food safety issues
After "Naxue's Tea apologizes for late night" became a hot search, many netizens commented, and some netizens complained that there are too many food problems now. I just watched it in the past few days. The supermarket sells stinky pork, and the two fat brothers sell the remaining crabs. Another Naxue's Tea comes, and it's better to cook things at home and eat them better.
Some netizens also said that they had paid the wrong payment and called on Naixue’s tea to make good products so that more consumers who like you will be disappointed. Some netizens questioned the importance of apology and thought that apology is also very important because this is a basic attitude, but it is useless to apologize without rectification or not to remember.
Indeed, food safety issues are very common in the catering industry, especially when internet celebrity stores are more likely to have problems, but it is not an unsolvable chronic disease! So how should internet celebrity e-commerce deal with food safety issues?
The answer is just one sentence: it is attentive to do every product and every service.
Catering companies, whether they are internet celebrity stores or not, can spend less money on publicity and public relations, and spend time, cost and energy on polishing products. This is the key to winning consumers and the market, not publicity and public relations.
Relying on legal supervision is of course useful, but its effect must be limited and not a long-term solution. A mature and wise company must be self-disciplined and actively protect the bottom line of food safety, and then put time on the product and wait for the flowers to bloom.
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