TRT(SH:600085) Da Zhong Ri Bao·2025-12-25 12:02Core Viewpoint - The incident involving Antarctic krill oil products linked to Tongrentang has exposed significant issues in production practices and brand management, raising concerns about consumer trust and the integrity of traditional brands [1][3][12]. Group 1: Regulatory Response - The State Administration for Market Regulation has identified problems with companies prioritizing profit over product quality and has announced measures to regulate commissioned production, including the upcoming release of the "Food Commissioned Production Supervision Management Measures" [3][9]. - The regulatory body plans to enhance oversight of private label processing and conduct special inspections on products like krill oil and fish oil to combat illegal activities [3][9]. Group 2: Incident Details - The controversy began when a product marketed as "Beijing Tongrentang 99% High Purity Antarctic Krill Oil" was found to have a phospholipid content of 0%, contrasting sharply with the claimed 43% [3][6]. - The involved distributor, Beijing Tongrentang (Sichuan) Health Pharmaceutical, purchased the product at a price of 3 to 3.7 yuan, while it was sold at over 60 yuan, indicating a nearly 20-fold markup and raising suspicions of fraud [6][8]. Group 3: Consumer Trust and Brand Impact - The scandal has shaken consumer confidence, with many expressing disbelief that a reputable brand could engage in such practices, leading to a significant decline in purchases of related products [8][12]. - The incident highlights the vulnerability of traditional brands, as the trust built over three centuries can be jeopardized by a single violation [8][12]. Group 4: Legal and Industry Challenges - The actions of the involved companies have been deemed illegal, infringing on consumer rights and potentially constituting the crime of selling counterfeit goods if sales exceed 50,000 yuan [9][12]. - The lack of national standards for Antarctic krill oil has created regulatory blind spots, allowing for fraudulent activities to proliferate [9][12]. Group 5: Company Response and Future Outlook - In response to the crisis, Tongrentang has initiated corrective measures, including the resignation of the involved company's general manager and the recall of affected products [12]. - The company faces the challenge of addressing its complex brand authorization system to prevent future risks and restore consumer trust [12].