抗衰老、调代谢……意卡莉“双抗桦树饮”蹿火背后暗藏隐忧

Core Insights - The product "ZUCCARI Double Anti-Birch Drink" has gained significant popularity on e-commerce platforms, marketed as an Italian import with anti-inflammatory properties, and is priced at 300 yuan per bottle, raising consumer skepticism about its value [1][4][6] - The product is managed by Qingmu Technology, a publicly listed company in A-shares, which has successfully incubated the brand, contributing to its revenue growth [1][9] Product Details - The "Double Anti-Birch Drink" contains eight key components derived from birch trees, including birch sap (8138mg), birch bark (200mg), and birch leaves (150mg) per serving [4][5] - The drink is marketed with claims of enhancing skin texture and brightness, with reported improvements of 78% in contour, 81% in fineness, and 72% in brightness [6][7] Marketing and Promotion - The product has been heavily promoted by celebrities, including Hu Bing and Yi Nengjing, through social media and live streaming, leading to widespread visibility [4][5] - Sales data indicates that "Double Anti-Birch Drink" has achieved over 3 million yuan in total sales, with nearly 11,000 units sold [5][9] Company Background - Qingmu Technology, established in 2022, focuses on brand retail services and has successfully introduced ZUCCARI to the Chinese market, with a significant increase in its brand incubation revenue [9][10] - The company's 2024 financial report shows a revenue of approximately 1.153 billion yuan, a year-on-year growth of 19.2%, with a notable increase in the brand incubation and management segment [9][11] Regulatory and Consumer Concerns - There are concerns regarding the product's compliance with Chinese food safety regulations, particularly regarding the absence of Chinese labeling on imported goods [8] - Consumer feedback has raised doubts about the effectiveness of the product, with some users reporting no noticeable results despite prolonged use [6][7]