Meloel pure milk is deeply trapped in propylene glycol storm, but the dilemma is not only about food safety issues

The "meol" incident is still fermenting ...

Recently, McWell issued an announcement on the unqualified situation of pure milk, saying that the unqualified product was failed to effectively clean the residual modulation milk of the product tank line during the production and switching of the two categories of pure milk and the modulation milk, which caused the modulation milk to prepare the milk milk Legal food additives (including propylene glycol ingredients) are mixed with pure milk. The company will cooperate with relevant government departments to further verify the accurate reasons for the incident and will be announced to the society in a timely manner.

At present, Machal has been removed from Tmall flagship store, Jingdong self -operated flagship store, Douyin official flagship store and Pinduoduo official authorized store. Pure milk products have been removed, and only milk beer and rye bread series products have been left.

According to the "Standard for Food Safety Standard Food Additives" and "Food Safety Standard Food Fragrances", propylene glycol is a food additive approved by approved, and it is also allowed to use the solvents allowed in synthetic spices and food fragrance for foods that can be used. However, pure milk cannot be used as a consumption additive in the national standard.

The cause of the incident is that the General Administration of Market Supervision organized a total of 23 batches of pure milk produced by pure milk and Macques produced by enterprises with high market shareholders. The six batches of pure milk detected propylene glycol, and the detection value was 0.264 grams/kg -0.363 grams/kg.

Financial report increasing revenue does not increase market dependence online

Established in 2002, Meloel is a modern dairy product processing enterprise. It focuses on the production and sales of dairy products and chain operations of baked goods. The main products include dairy products, baked food series, ice cream cold drink series, quick -frozen food series, etc. More than 400 varieties.

According to McWell's 2021 financial report, the company realized operating income of 1.146 billion yuan in 2021, an increase of 30.93%over the same period last year. However, the net profit attributable to shareholders of the parent company was 18.4575 million yuan, a year -on -year decrease of 66.24%, and increasing income was not profitable.

值得注意的是，财报还显示，麦趣尔2021年销售费用录得1.23亿元，较上年同期增长19.59%；其中，电商直播、广告宣传费用分别为906.20万元、478.82万元，两The total cost is about 13.85 million yuan.

Hao throwing more than 9 million into the live broadcast of e -commerce, it did boost sales for Meloel. Data show that McWell ranked ninth on the Tmall dairy product list of Double 11 in 2020, and by 2021, it ranked fifth.

Looking back at 2018 and 2019, Macquett's net loss was 155 million yuan and 70 million yuan, respectively, on the verge of delisting. Although it turned to losses in 2020, its gross profit margin also dropped to less than 20%.

It is worth noting that in the 2021 financial report in 2021, the company also stated that the company used "Tianshan Ranch" as a strategic brand and focused on national circulation channels to lock the high -end and ultra -high -end demand of the domestic dairy market. The main milk source of McWell Pure Milk is a regional high -end product of "Tianshan Ranch", which is mainly concentrated in online sales.

Fierce competition in the dairy industry is gradually micro

According to the Euromonatte data, the sales scale of dairy products in my country in 2020 reached 638.5 billion, an increase of 0.9%over 2019. The average annual compound growth rate in the past 14 years will be about 10%. 810 billion yuan.

The current dairy market is not just a traditional dairy product, technology is constantly updated, new products have emerged endlessly, and dairy product classifications are more refined. The road of Macquett's main popular marketing can not last long.

Last year, Coca -Cola and Mengniu's joint venture Coca Niu Niu Daiwood Co., Ltd. announced in Shanghai that it launched the "Xianfei" brand and entered the low -temperature milk market. It is reported that the "Xianfei" series of products adopts the international leading patented technology of "UF Puritization Super Filtering Technology" to retain more native nutrition in milk. This year, it adopted a cow to launch refrigerated Juanshan cow milk, and this is also the first refrigerated milk of the brand.

In addition to technology, dairy manufacturers also used "kung fu" on the cattle. Juan Shanniu is a "noble" variety recognized by the industry. It can produce milk with a sense of output and good nutrition, but at the end of 2019, the domestic deposit rate rate is only about 1 %. The scarcity attributes have created Juan Shan's expensive value. Yili, Sanyuan, Huishan, Guangming and other brands have entered the game and scrambled to put Juanshan milk on the shelves.

At the same time, A2 genotype cows are also sought after by brands such as Sanyuan, Yili. It is reported that in addition to the A2 dairy company that started in New Zealand, more and more local dairy companies also attach importance to A2 milk, and use their distinctive A2β-casein as a high-end selling point.

In such a fierce dairy market, the problem of food safety is obviously a part of Macquett's attention, and McWell has not been done well at present.

According to Sutu.com, the brown sugar fresh milk cake produced last year was also unqualified. On October 29, 2021, the Beijing Municipal Market Supervision and Administration Bureau issued an announcement on the random inspection information of food safety supervision in 2021 (No. 47, 2021). Cake (120 grams/box, 20210419), colonobacteria does not meet national standards for food safety. The inspection agency is the Beijing Product Quality Supervision and Inspection Institute.

Public information shows that the colonic flora is one of the commonly used instructions for food pollution at home and abroad.The colorectal flora detected in food and catering utensils, indicating that the possibility of contamination of pathogenic bacteria caused by intestinal tract is greater.For the subsequent treatment of propylene glycol to the pure milk, Mc & Tur said that for consumers who purchase unqualified pure milk, McWell promised to refund unconditionally and assume legal responsibility.However, some consumers said that Macquett flagship store did not give a refund.

It can be said that although Meloel has solved the propylene glycol incident, there are still many problems that need to be solved for it. After the re -profit in the past two years, McMelle needs to face more consumers, but this timeI am afraid that the incident is not much time to leave it.

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