每经热评丨同仁堂就南极磷虾油事件致歉 守住信用才能守住百年老字号

Core Viewpoint - The incident involving Antarctic krill oil has highlighted significant management failures within Beijing Tongrentang, leading to a brand trust crisis despite the company's long-standing reputation and extensive business operations [1][2][3] Group 1: Incident Overview - Beijing Tongrentang issued a formal apology on December 20 and announced a zero-tolerance brand management initiative following the Antarctic krill oil incident [1] - The product in question claimed to contain "99% high-purity Antarctic krill oil" with a "phospholipid content of 43%" but was found to have zero phospholipid content, raising serious concerns about quality control [2] - This incident is not isolated; a previous scandal in 2018 involved the company using expired honey as raw material, indicating ongoing quality control issues [2] Group 2: Management and Operational Challenges - The company's extensive operations include seven subsidiaries, over 2,400 retail outlets, and 36 production bases, complicating management and oversight [1][2] - The scale of operations, which should provide a competitive advantage, has instead become a liability, leading to a loss of brand trust [2] - Effective management of quality control and brand authorization processes is now a critical challenge for the company [2][3] Group 3: Consumer Trust and Brand Integrity - Consumer trust in the brand has significantly declined, with perceptions shifting from "very trustworthy" to "completely untrustworthy" due to management failures [3] - The brand's reputation is built on a legacy of quality and integrity, which is at risk if the company cannot implement comprehensive oversight across its subsidiaries [3] - A genuine commitment to "zero tolerance" in management practices is essential to restore consumer confidence and protect the brand's long-standing reputation [3]