「新消费观察」酸辣粉深陷食安风波，赛道厮杀加剧下，麻六记遭遇大考

Core Viewpoint - The recent food safety issues surrounding the popular product "Suan La Fen" from Ma Liu Ji have raised significant concerns, leading to a decline in sales and brand reputation, particularly after the suspension of key personal accounts associated with the brand [2][3][6]. Group 1: Food Safety Issues - Ma Liu Ji's "Suan La Fen" has been involved in a food safety controversy, with reports of product recalls due to insufficient disinfection during production, resulting in shortened shelf life and spoilage [3][5]. - The company has committed to enhancing supply chain management and implementing stricter on-site supervision to prevent future issues [2][3]. - The recall affected specific batches of the product, and the company has initiated a comprehensive recall process [3][5]. Group 2: Brand Dependency and Market Position - The brand's rapid rise was significantly influenced by the personal IP of Zhang Lan and Wang Xiaofei, but their recent account suspensions on Douyin have led to a noticeable drop in sales [2][6]. - Ma Liu Ji's sales on Douyin have seen a drastic decline, with recent figures showing a drop from 500,000-750,000 to only 50,000-75,000 in a short period [6]. - The competitive landscape in the instant food sector is intensifying, with both traditional giants and emerging brands vying for market share, putting additional pressure on Ma Liu Ji [6][7]. Group 3: Operational Challenges - Ma Liu Ji operates primarily through a contract manufacturing model, which poses risks related to quality control and production standards [5][7]. - The company has not established its own production facilities, relying on third-party manufacturers, which complicates the assurance of product uniqueness and quality [5]. - Experts suggest that Ma Liu Ji needs to reform its supply chain and improve quality control measures to mitigate risks associated with its current operational model [7].