TRT(SH:600085) Mei Ri Jing Ji Xin Wen·2025-12-21 12:13Core Viewpoint - The incident involving Antarctic krill oil has highlighted significant management failures within Beijing Tongrentang (Group), leading to a brand trust crisis despite the company's long-standing reputation and extensive business operations [2][3][4]. Group 1: Incident Overview - On December 20, Tongrentang issued a formal apology and announced a zero-tolerance brand management initiative following the Antarctic krill oil incident, which revealed that the product claimed to contain "99% high-purity Antarctic krill oil" but had a phospholipid content of zero [2][3]. - The company has a vast commercial structure, including seven subsidiaries, over 2,400 retail terminals, and 36 production bases, producing more than 2,600 types of pharmaceuticals and health products [2][3]. Group 2: Management Issues - The krill oil incident is not isolated; a previous "honey incident" in 2018 also raised concerns about product quality and management oversight, indicating systemic issues within the company's management framework [3][4]. - The complexity of Tongrentang's operations, with numerous products and widespread distribution, has made it challenging to maintain effective quality control and brand management processes [3][4]. Group 3: Brand Trust and Consumer Perception - Consumer trust in Tongrentang has significantly declined, with feedback indicating a shift from "very trusting" to "completely distrustful," reflecting disappointment in the company's management capabilities [4]. - The company's commitment to "zero tolerance" must be integrated into every management aspect and business process to prevent further erosion of brand trust and protect its century-old reputation [5].