Net red baking shop long mouth reputation and short -term marketing are still important

Author ｜ Fish Fish

Edit | November

Recently, Beijing Niujiao Village Catering Management Co., Ltd. was punished by the Administration of the Market Supervision and Administration Bureau for false propaganda and violating the anti -unfair competition law. Net red baking shops frequently "collapsed houses", and consumer laboratories found that behind the pursuit of brand "fire" in some net red baked shops, they obtained benefits through short -term marketing and lies.

Another online celebrity baking shop "collapsed"

According to the Tianyancha APP, the official website of the parties of Beijing Niujiao Village Catering Management Co., Ltd. is used to promote brands and investment promotion to join, claiming that the company has "owned the original automatic intelligent equipment of Germany", "meets 100,000 levels of operational needs" and "" " At present, more than 800 specialty stores have spread all over 35 provinces and cities across the country, and even boasted that Haikou said that its reputation has "moved to other countries in Asia."

Beijing Niujiao Village Catering Management Co., Ltd. was established in October 2015. In addition to the legal representative Huang Fang, the company's shareholders also include Wu Xiubo, Yang Kun, Xia Yu and other stars.

After verification of the Market Supervision and Administration Bureau, Beijing Nijiao Village Catering Management Co., Ltd. does not have German brand equipment. At most, only 28 specialty stores are available. At present, there are 6 direct -operated stores in the business, 4 franchise stores. closure. The company did not set up specialty stores abroad, nor did it build its own factories. The person in charge could not explain the specific meaning of "100,000 -level operations".

The company's false propaganda behavior has violated Article 8, paragraph 8 of the "Anti -Unfair Competition Law of the People's Republic of China": The operator shall not be falsely for the performance, functions, quality, sales status, user evaluation, and honor of their products. Or misunderstanding of business propaganda, deception, misleading consumers.

Coincidentally, in June 2022, Mancaton (Shanghai) Industrial Co., Ltd. (referred to as "Mancaton Industrial") was fined by the Market Supervision and Administration Bureau of the Minhang District of Shanghai in the e -commerce platform for false publicity on the e -commerce platform. Yuan. This is also the second time this year has been fined for false propaganda issues since this year.

The punishment information shows that Mankaton Industry's "Percel Counted Cream Skill Bread" sold by the "Mankaton Official Enterprise Store" online store has marked the sodium content of the product as 356 mg/100 grams on the product details page. The district market supervision bureau has verified and the parties confirm that the actual sodium content is 295 mg/100 grams. The Minhang District Market Supervision and Administration Bureau believes that the above behavior constitutes false publicity behaviors, and fined Manson Industry 10,000 yuan on May 26, 2022.

"Star" means of short -term marketing

Stars in the entertainment industry such as Huang Bo, Xia Yu, and Yu Qian often go to Sanlitun Store in Niujiao Village to check in. The short track speed skating champion Wu Dajing and Fashion icon left bank Xiao also have been to Nijiao Village direct stores and bakers to make cow puzzles. There are countless celebrities who have patronized Nioco Village in Sanlitun, and the star effect has prompted Nioco Village to win the favor of many consumers.

Most of the bread notes in Nijiao Village praised Niujiao Village baking types, and various flavors of baking products are mouthwatering. Consumers and explore bloggers exquisite marketing publicity pictures convey the reputation of Nijiao Village's noodles to the public. Selling information.

Picture from Xiaohongshu "Niujiao Village" search page

But there are no shortage of voicing sounds.

A netizen named "Garfield Fan Girl" shared: "Nijiao Village bread tastes flat. In addition to the delicious place where the blueberry jam is delicious, the remaining bread is really dry. If you buy hemp potato on the label, you can have no hemp potato only glutinous rice flour on the label after buying it. "

On December 20, 2021, Beijing Nijiao Village Catering Management Co., Ltd. decided to close the storage channel of all Beijing franchise stores. Customers can only use online membership mini -programs for storage value. Account.

The picture comes from the screenshot of Nioco Village applet

On August 1, 2022, Nioco Village Wealth Center Store suspended the store storage card consumption settlement, including physical cards and online members. At present, the direct -operated stores in Nijia Village include Sanlitun Store, Blue Harbor Store, COFCO Store, Dajun Store, Changping Store and Tongzhou Wanda Store.

The bloggers who issued relevant announcements advised members to consume the remaining balance of Nioco Village as soon as possible. Netizens in the comment area shared the operating situation of the surrounding Nijiaocun Baking Shop: Except for direct business stores, many franchise stores showed signs of closing. This also confirms that the number of stores on the official website of Beijing Niujiao Village Catering Management Co., Ltd. is not now ready for false propaganda.

Internet celebrity label gimmick first

In recent years, the business model of Internet celebrities has increased huge profit income to all walks of life. A new Chinese baking store in Beijing is crowded with consumers who come to buy. The store uses "national tide snacks" as a gimmick, attracting many baking enthusiasts. These include Chinese and Western mixed snacks such as butterfly crisp, strawberry ice bread, spiral crisp, and peach blossom crisp.

Guo Chao snacks have won a large number of fans with the advantages of "grilled and cashless, handicrafts", but some people in the industry said that "hand snacks sound beautiful and advanced, but for chain and mass, it is undoubtedly contradictory. "In the relatively mature snack production procedures such as plasma, in order to ensure the freshness of food and extend the storage duration, frozen baking has developed into normal state, and it may exist that it is really convincing.

Mr. Zhang, a citizen of Beijing, has joined a "national tide snack" chain store. According to him: "Many baking products claim to be" low sugar and low cards ", which helps to lose weight and health. Zhongli can not open sugar, otherwise the taste is uncomfortable, and no one will buy it. "" Healthy food "," zero -fat and zero burden "," only sucrose is not afraid of fat ". The material use is very different.

Li Shiyang, a clinical nutritionist at the clinical nutritional department of Beijing Tsinghua Chang Geng Hospital, said: "After the in -human body is intake, it will be broken down into glucose and fructose, which has a great impact on blood sugar."

Cheng Jianghua, deputy director of the Institute of Agricultural Products Processing of the Anhui Academy of Agricultural Sciences: "According to the current" Standards for Food Safety Standard Food Nutrition Tags ", it stipulates that per 100 grams or 100 ml of carbohydrates (sugar) content in solid or liquid foods It is not higher than 0.5 grams, the energy is less than 17 thousand cokes, and the calorie is less than 4 kcal, which can be called none or non -sugar -containing food. It does not mean that there is no calories and does not mean no sugar. "

In addition to the false construction of the product, the baking franchise market is not small.

As the cake shop joining the market is getting hotter and hotter, joining the cake shop scam is endless. Some franchise cake shop scams are to allow franchisees to pay thousands of dollars to join the franchise fee, open a online chain branch, and then let the franchisees develop offline, and then sell some aged products, equipment, and deceive others' security deposits.

Cake store franchise brand uses the carelessness of franchisees and the omissions of the issue of brand operations, thereby obtaining a high franchise fee. It is difficult for franchisees to notice that the project's franchise conditions are inconsistent, and even the project's operating method is different from the formal cake shop operation.

The online celebrity store wants to "fire" for a long time. It must have "fire" capital. On the crooked road of false propaganda, it may lead to "fire" upper body.

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