「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 [1][2][3]. Group 1: Food Safety Issues - Ma Liu Ji's "Suan La Fen" has faced quality problems, with reports of product recalls due to insufficient disinfection during production, resulting in shortened shelf life and potential mold [2][3]. - The company has committed to enhancing supply chain management and improving on-site supervision mechanisms in response to the food safety crisis [1][2]. Group 2: Brand Dependency and Market Position - The brand's rapid rise was heavily reliant on the personal IP of Zhang Lan and Wang Xiaofei, whose social media accounts have been banned, leading to a noticeable drop in sales on platforms like Douyin [1][4]. - Ma Liu Ji's flagship product, "Suan La Fen," has sold over 150 million units, but the brand lacks its own production facilities, relying on contract manufacturing, which poses risks related to quality control [3][5]. Group 3: Competitive Landscape - The instant food industry is becoming increasingly competitive, with traditional giants like Kang Shifu and emerging brands like Li Zi Qi and Man Xiao Bao vying for market share [5]. - Ma Liu Ji's pricing strategy for "Suan La Fen" is not competitive, with its product priced higher than similar offerings from competitors, which could further impact its market position amid the ongoing food safety concerns [5]. Group 4: Recommendations for Future Strategy - Experts suggest that Ma Liu Ji should reform its supply chain and enhance quality control measures, rather than relying solely on contract manufacturers [5]. - The company is advised to diversify its business model and reduce dependence on personal IP and online live-streaming channels to improve resilience against market fluctuations [5].