"Cooking the latest night, drinking the most tonic", can the net celebrity ginseng water save the "stay up late"?

If you believe him, you lose

Can you save the "Staying Party" in a bottle of ginseng in a bottle of water?

Recently, a beverage called "A whole night" (hereinafter referred to as "a whole root") became popular on the social media platform. It is understood that the price of this product is about 20 yuan/bottle, which will be launched at Rosen Convenience Store about a month ago, and it is often sold out quickly after launch. On the e -commerce platform, the monthly sales of 6 bottles of "one whole night" have exceeded 3,000.

"A whole night" with the selling point of people's ginseng is often sold out in convenience stores. Photo/Yuyuan Photo

"The latest night, drinking the most tonic" is the health attitude of this young man. In recent years, many functional foods that focus on "health" are popular among young people. However, most of these "net red foods" are not health care products that have been approved for filing and strictly regulated.

So, is it neither medicine nor health care products. Is the various effects of functional food advertised as true?

Ginseng water red network

"Do you still have ginseng water here?"

"No, it will be available next Monday."

This is the third Rosen Convenience Store that China News Weekly, but the Internet celebrity ginseng water is still out of stock.

In recent times, a beverage called "Stay up late" has become popular in social media. From the appearance, this drink directly put a whole ginseng into the glass bottle. Product information shows that ginseng has artificial ginseng in 5 years and 5 years, and its origin is Changbai Mountain. In addition, the ingredients of "a whole root" include Hangbaiju and Jasmine, which is a "plant drink" of "0 sugar and 0 fat".

China News Weekly noticed that the current price of this product is 19.9 yuan, which is almost the most expensive drink in Rosen Convenience Store. In May of this year, "a whole root" took the lead in the Rosen Convenience Store in the Sichuan -Chongqing region. It was often sold out after launch, and gradually entered the country after June. And online, the homepage of the Taobao store's "A whole Ginseng Water Brand Store" directly indicates that "the inventory has been swept away."

At present, there are more than 20,000 evaluation notes for "a whole night". Many users said that they bought a bottle of attempts for a fresh picture. However, as far as the taste is concerned, the evaluation of "a whole root" is mixed. Some people think that it is "unacceptable" like Chinese medicine, and some people say that they really have the effect of refreshing their brains.

The popularity of "a whole root" even gave birth to the purchasing business. China News Weekly learned from a Taobao purchasing merchant that because of the high popularity of "a whole root", the purchase price is also expensive. Depending on the city, the price of each bottle ranges from 10 yuan to 20 yuan.

Behind the "Staying Up Late Water", it is a company named "Harduya Institute". The company was founded in 2021 to locate the healthy fast -moving brand, that is, to promote traditional nourishment in the form of fast -moving drinks, food. In addition to "a whole root", the company has previously launched an instant bird's nest product named "Ben White", which is also sold in online and offline channels such as Rosen Convenience Store.

Before the emergence of "a whole root", multiple tea brands also launched similar products, such as "Chunfeng · Body Tea", "If Encountered Jiangnan · Guofeng Tea", "Stewed 24 Chapters · Ancient French Tea Drink "" Huali Qi Research Institute "and so on. Some of these products are ginseng, while others use red ginseng, and they are equipped with honey, red dates, fetal chrysanthemums, Puerariae and other materials, but they all focus on the concepts of Chinese health or herbal health. The promotional points are qi nourishing qi and relieving fatigue.

Propaganda health effects are suspected of violating the rules

From the perspective of the food industry analyst Zhu Danpeng, the popularity of "a whole root" is inseparable from the "punk breeding" pursuing the young people at the moment: while lining the deepest night, work, chasing, and jumping, but on the other hand, it has it. Strong health awareness is particularly attentive to maintaining good health.

The "whole" product positioning just meets the needs of young people who want to stay up late and want to keep health. According to the product introduction, 1 bottle = 20 sine ginseng to solve the sequelae of staying up late; puzzle, happiness, eyesight, removing evil spirits, relief, soul, peace, and the main five internal organs; regulate the body's metabolism.

"A whole roots staying up late" e -commerce platform publicity page. Photo/Taobao

So "a whole root" is really amazing? Gu Zhongyi, director of the Beijing Nutritionist Association, said that the nutritional value of ginseng is still insufficient. When treating diseases, ginseng is not enough to recommend it as a first -line drug. The main effect of ginseng is anti -fatigue, and it is not helpful for the repair of so -called staying up late. "The key is to stay up late and make up more."

Zhu Yi, an associate professor of the School of Food Science and Nutrition Engineering, China Agricultural University, said that although ginseng water has a certain effect of refreshing the brain, it is not suitable for everyone to drink. "A whole root" also indicated on its online store product details page that the product, infant, pregnant women, pregnant women, lactating women, and children under 14 years old do not apply the product.

More importantly, "a whole follow" is actually just ordinary food, and in principle, it cannot be publicized.

According to relevant regulations, my country's food categories can be divided into two categories: ordinary food and special food. Among them, special foods include health foods, infant formula foods and special medical use formula foods. "A whole follow" does not have the health food logo "Blue Hat" approved by the State Food and Drug Administration, so it belongs to ordinary food.

Lawyer Kong Lei, a Beijing Dongyuan Law Firm, told China News Weekly that according to Article 38 of the Implementation Regulations of the Food Safety Law: For other foods other than health foods, they must not claim to have health functions. "A whole root copy is obviously based on health care, and suspected false propaganda is a very obvious side ball behavior." At present, the e -commerce page of "a whole" staying up late has replaced the previous publicity copywriting, new The copywriting is "full of you every day."

In addition, the cost of high -end ginseng is not high. Zhu Danpeng said that the ginseng installed in the "whole root" is that artificial planting is not wild picking, and it is not large, and the price may be a few dollars. On Taobao, the 40G6 of the health product shop is only 14.8 yuan, which is equivalent to 2.5 yuan/branch. If you buy more, it can be discount.

Functional foods must be further standardized

At present, "punk health" is quite popular among young people. CBNData's "Young People Health Consumption Trends Report" released by the end of 2020 shows that more than 90%of young people have awareness of health, and 33%of young people have formed health habits.

However, unlike the gentle and nourishing direction of the previous generation, although young people are worried about their health, because the fast -paced life cannot spend too much time in health, it is also a new market -functional Food: Poor sleep, eat melatonin tiny before going to bed; poor digestion, an enzyme fudge easy to get it; stress loses hair, eat vitamin fudge, you can grow back ... Tmall released "2020 functional snack innovation The report states that functional foods are expected to reach 500 billion yuan in market size in the next few years.

The young people of "punk raising" have created huge business opportunities, but for companies, this market is still challenging everywhere.

Zhu Danpeng said that functional foods often take the banner of health care, but they are actually just ordinary foods. In this case, how to persuade consumers to continue buying will become the key to testing the brand.

In fact, many functional foods are facing the embarrassing situation of being questioned by consumers. Take a whole night staying water as an example. Judging from the product evaluation under the official flagship store of Taobao, the vast majority of consumer evaluations are only related to product packaging, taste, and convenient to take, and there are not many feedback on the actual effect.

"As consumers have gradually improved the awareness of functional food, such the main efficacy brands, when the effect cannot be verified, whether to obtain a stable repurchase rate in the future requires a question mark." Zhu Danpeng pointed out.

In addition, functional food travels on the edge of health products, and the behavior of "wipe the ball" also lays uncertain factors for the future development of the industry. With the tightening of supervision, it is not uncommon for functional foods for administrative punishment and judicial punishment.

In October 2021, the BUFFX flagship store (Hangzhou) Technology Co., Ltd. (hereinafter referred to as the hegemony) was administrative punishment by the market supervision and administration bureau of Hangzhou Xiaoshan District for false content in the advertisement. The administrative penalty decision disclosed by Zhejiang Government Service Network shows that the "taurine puff containing tablets" products are based on relevant literature and materials to promote the efficacy of the corresponding ingredients in the product. The six products other than the film) have the corresponding health food effects, which violates the relevant provisions of Article 10, paragraph 1, paragraph 1 of the "Zhejiang Provincial Advertising Management Regulations". Situation.

Is there any health care function and how many functional foods, and consumers may not be sure. Because the price of such products is often a lot higher than ordinary food, if its actual effect does not match the propaganda, it will undoubtedly harm consumers' legitimate rights and interests. In this regard, Zhu Danpeng suggested that relevant departments should accurately determine functional food in time and include it in effective supervision.

Author: Yu Yuan ([email protected])

Edit: Li Zhiquan

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