“南极磷虾油”事件发酵，同仁堂道歉！拿什么拯救356年老字号的信任危机？

Core Viewpoint - The incident involving Antarctic krill oil has highlighted management issues within Beijing Tongrentang (Group), leading to a brand trust crisis despite the company's long history of 356 years [2][3]. Group 1: Incident Overview - On December 20, Beijing Tongrentang officially apologized to consumers and announced a zero-tolerance brand management initiative, along with a comprehensive review of brand usage across its subsidiaries [1]. - The Antarctic krill oil product claimed to contain "99% high-purity Antarctic krill oil" with "43% phospholipid content" and was said to be made from imported Chilean raw materials, but testing revealed zero phospholipid content [2]. Group 2: Management and Trust Issues - The company operates a vast network with seven subsidiaries, over 2,400 retail terminals, and 36 production bases, producing more than 2,600 types of pharmaceuticals and health products, which complicates management and quality control [2][3]. - Previous incidents, such as the "honey scandal" in 2018, indicate recurring quality control issues and management failures, suggesting a systemic problem within the company's operational framework [3]. Group 3: Recommendations for Improvement - To restore brand trust, the company must implement detailed quality control standards for its extensive product range and establish unified brand authorization protocols across its production bases [4]. - A commitment to zero tolerance for management failures must be integrated into every management process, rather than merely stated in public declarations, to prevent further erosion of consumer trust [5].