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 been recalled due to food safety concerns, with specific batches identified for having production issues related to insufficient disinfection, resulting in shortened shelf life or mold [2][3]. - The company has committed to enhancing supply chain management and improving on-site supervision mechanisms in response to the crisis [1][2]. Group 2: Brand Dependency and Market Position - The brand's rapid rise was significantly tied to the personal brands 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 sales on Douyin have seen a drastic decline, with recent figures showing a drop from 500,000 to 75,000 in sales over a year [4]. Group 3: Competitive Landscape - The instant food industry is becoming increasingly competitive, with traditional giants like Kang Shifu and emerging brands like Li Ziqi and others vying for market share in the "Suan La Fen" segment [5]. - Ma Liu Ji's pricing strategy 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 crisis [5]. Group 4: Recommendations for Improvement - Experts suggest that Ma Liu Ji should reform its supply chain and enhance quality control measures, rather than relying solely on contract manufacturers [3][5]. - The company is advised to diversify its business model and reduce dependence on personal IP and live-streaming sales channels to improve resilience against market fluctuations [5].