Maiquer in the storm of "Poisonous Milk": "High -end Dream" is broken or suffered a crisis of trust?

Future Net, Beijing, July 2 (Reporter Ling Meng) A food spot check report made the net red milk brand Makale fragile, and was even labeled with "poison milk".

According to relevant media reports, recently, the fourth phase of the 2022 Food Smooth inspection and inspection by the Qingyuan County Market Supervision Bureau of Zhejiang Province stated that the two batches of pure milk produced by McElr were unqualified. The request is "not to be used."

One stone stirred thousands of waves. For a few days, McWell was still at the center of public opinion, and received a letter of attention issued by the Shenzhen Stock Exchange. In the consumer market, McWell has encountered an unprecedented crisis of trust, and the question of returning goods protection is one after another.

In the secondary market, McWell was also "voted with your feet" by investors. Since June 30, the cumulative rose of McElr's stock price has reached -9.65%, and the market value has evaporated over 100 million yuan.

Falling into the "poisonous milk" storm, the market value of Mc omise evaporates nearly 150 million yuan

Recently, after being exposed to the banned addy meterol in milk, McWell was pushed to the cusp of public opinion.

On the evening of June 30, the Shenzhen Stock Exchange issued a letter of attention to Meloel, asking it to explain the specific situation of the relevant food sampling inspection results. Whether the company will recall the products that have been sold and removed from the shelves. The production and operation have a significant impact, and to check whether the other batches of other batches of the company have the above problems or other quality problems.

The letter of follow from the Shenzhen Stock Exchange to Maiquer

On July 1st, McWell issued a public statement for two batches of pure milk sampling inspections. However, it is interesting that in this announcement, McWell wrote the date of the money on July 1, 2021, and was also ridiculed by a large number of netizens, questioning its "too casual" and "not paying attention".

Subsequently, McElr issued the announcement of the correction date, stating that the two batches of products involved in the sampling results had been removed and sealed, and actively accepted consumer demands. The local regulatory authorities have also settled in the company. The company fully cooperates with the testing agency to conduct comprehensive sampling testing on related products. The test results will announce to the society as soon as possible.

After this turmoil, Meloel was also in a crisis of trust in the consumer market. The article has been on Weibo hot search.

On the social platform, a large number of netizens issued a message saying that Maiquer "did not pay attention to the quality of the product" "After the fire on the live broadcast of Li Jiaqi, it drifted and lost his original intention." On the other side of the public opinion, some netizens pointed their finger to the topic of "poisonous milk". A netizen posted, "Macques milk is poisonous, can other milk still drink? Everyone said delicious, is it a food additive smell?"

Social platform netizens question

What exactly is the "meterol" that allows Meloel to be trapped in public opinion? In this regard, Song Liang, a senior dairy analyst, said in an interview with Future Network reporters that propylene glycol is a additive, which is widely used in food, chemical industry and other fields, and has a wide range of uses. "According to relevant regulations, milk is prohibited in milk. Overdose intake of this substance, or damage to the functions of the human kidney, severely causes poisoning, affects the nervous system, causes breathing to slow down, and lose consciousness. "

Song Liang pointed out that if there is less intake of propylene glycol, it will be excreted with the human digestive system and will not bring related problems. "From the perspective of the propylene glycol content (0.32 grams/kg) detected from the two milk involved, the measurement is small, which will basically not harm the human body."

It is worth noting that, affected by the "poisonous milk" storm, in the secondary market, Melor also encountered the crisis of trust in investors. On the day of the incident (June 30), Mc omise's stock price opened directly. As of the closing of July 1, the cumulative rose and declines reached -9.65%, and the total market value was 1.395 billion yuan, which evaporated by nearly 150 million yuan from the day before the incident (June 29).

"High -end milk" dream is broken? R & D investment less than 1%

Compared with the old -fashioned dairy companies such as Mengniu and Yili, Mc 趣's previous popularity in the market is quite low. Before this "poisonous milk" storm, some consumers did not even know the brand. In fact, McWell is a Xinjiang dairy industry with a history of nearly 20 years.

Public information shows that Mc omise started in a small food production workshop in Xinjiang. At first, there was only one oven and 5 workers in the original business scale, mainly to produce baked goods. By 2002, the founder Li Yuhu smelled the business opportunities of Xinjiang milk and established Xinjiang Meloel Dairy Co., Ltd. (now renamed Mc & Tur Group Co., Ltd.).

With the unique geographical location and the advantages of milk sources, Mc omise opened its popularity in western cities such as Xinjiang, and actively built fresh milk production lines and dairy breeding bases in 2014.

However, Maiqu, which successfully landed in the capital market, did not go smoothly all the way. The financial report data shows that McWell's operating income increased from 321 million yuan in 2014 to 1.146 billion yuan in 2021, which was nearly 3.6 times. However, the net profit has been in a decline in many years. In 2018 and 2019, McWell was in a state of losing money and was on the verge of delisting.

By 2021, McWell was still in the dilemma of increasing income and increasing increasing. The financial report in 2021 shows that during the reporting period, operating income was 1.146 billion yuan, an increase of 30.93%year -on -year; net profit was 1.18 million yuan, a year -on -year decrease of 65.01%. Regarding the growth of operating income, Mc 尔 made a special explanation in the 2021 financial report. The four major business categories of dairy products, baked foods, festivals, and other products have all been improved. Among them, dairy products have contributed to it. 57.75%operating income.

It is worth noting that in order to improve the brand voice in the domestic dairy industry, McWell has also continued to make articles on brand marketing in recent years and seek way out. In the future, reporters noticed that starting in 2021, McWell opened a brand live broadcast room on platforms such as Douyin, Tmall, and intended to promote product promotion through the form of live broadcasts.

Image source: Maiquer Douyin Official Account

According to incomplete statistics from future reporters, since August 2021, McWell's live broadcast on the Douyin platform has reached more than 600 games. In the short videos released by the Douyin platform, it also frequently mentioned the words "Snow Milk", "Gift from Tianshan Ranch", "Thirty Years of Quality as One", etc., and hit the "regional card".

In addition, in the 2021 financial report, McWell also mentioned the word "high -end" many times, and said in the future development outlook that "lock the high -end and ultra -high -end demand in the domestic dairy market" " "Brand positioning" "Create the best milk in China".

Judging from the feedback, the live broadcast and the goods are really effective. It is reported that on the list of Tmall dairy products in the "Double 11" in 2020 and 2021, McMail's number jumped from the ninth place to the top five; It is also the first place in the pre -sale of Tmall liquid milk warm milk products in TOP10.

It was followed by the "water rising" of marketing costs. According to the financial report, in 2021, McWell's sales costs climbed from 103 million yuan in 2020 to 123 million yuan, an increase of 19.95%. Correspondingly, its R & D investment in 2021 was only 0.05 million yuan, a decrease of 1.22%compared with 2020, accounting for only 0.45%of the total revenue, and the proportion of R & D investment in recent years has been less than 1%.

Behind the storm of public opinion: or suffer a crisis of trust?

In recent years, due to its unique geographical advantages, the popularity of "Xinjiang Milk" has increased sharply, and consumers have been sought after, and McWell is one of the brands that enjoy the "Xinjiang Milk" dividend.

In the future, reporters of the network found that, in addition to McWord, in recent years, the "Xinjiang milk" brand in the consumer market has emerged endlessly. Essence On social platforms such as Xiaohongshu, there are more than 20,000 grass posts, and some posts also have evaluations such as "domestic milk light" and "treasure milk".

The public data released by the data analysis platform Star map data released in April this year shows that the sales of "Xinjiang Milk" in B2C channels such as JD.com, Tmall, and Pinduoduo increased from 400 million yuan in 2020 to 780 million yuan in 2021. It has increased by 92.6%year -on -year, and is quickly seizing the market share of milk categories.

"Xinjiang milk is the main area of ​​characteristic regional marketing. The unique geographical environment and high -quality ranch resources have given Xinjiang milk unique product features and quickly stand out in the differentiated product layout." Song Liang told Future Network reporters.

It is worth noting that in the capital market, "Xinjiang milk" has also triggered a pursuit of capital. Tianyancha shows that in recent years, the well -known Xinjiang Dairy Enterprise Tianrun Dairy (600419.SH) and Western Animal Husbandry (300106.SZ) have won several rounds of investment. Among them, Tianrun Dairy completed three rounds of designated issuance in 2021. Investors include star group and Tianshan Fund. The Western animal husbandry also completed a round of directional issuance in 2020. The investor is Huatai Securities.

However, when the market volume of "Xinjiang Milk" was steadily increased, McWell's "poisonous milk" storm made the quality of the "Xinjiang Milk" sub -category being questioned by public opinion. Many people in the industry have questioned whether this turmoil of McWell will cause the chain effect and affect the public's view of "Xinjiang milk"?

In this regard, Song Liang said that due to the influence of this turmoil, the Macquette brand will be affected in the next two to three years, and the brand reputation will be greatly damaged, and this may also affect the entire "Xinjiang milk" field. Essence "The impact of food safety issues on an enterprise is undoubtedly huge. Maiquer's storm may affect other Xinjiang milk brands in the hearts of consumers."

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