五芳斋，危情端午

Core Viewpoint - The company Wufangzhai, known as the "Zongzi King," is facing its most severe crisis since its listing, marked by declining sales and a food safety scandal [3][8]. Financial Performance - In 2024, Wufangzhai's revenue from Zongzi decreased by 18.64% to 1.579 billion yuan, with a total annual revenue of 2.251 billion yuan and a net profit of 142 million yuan, both down 14% year-on-year [6][31]. - The company's inventory surged by 33.82% year-on-year, indicating significant overstock issues [6]. Food Safety Crisis - A food safety incident involving a Zongzi product containing a suspected blood-stained band-aid led to a 45% increase in return rates for the affected brand, severely damaging consumer trust [5][10]. - Despite Wufangzhai's efforts to address the issue, including product recalls and public statements, consumer skepticism remains high [12][19]. Production and Quality Control - Wufangzhai employs a mixed production model, with 16.43% of its Zongzi produced by external suppliers, raising concerns about quality control [14]. - The company has faced numerous complaints regarding product quality, with over 4,000 complaints logged on consumer platforms [16]. Market Trends and Consumer Behavior - The demand for traditional Zongzi is declining, with younger consumers showing less interest in the product, which is now seen as less relevant in modern diets [22][24]. - Competitors are innovating with healthier, low-sugar options, while Wufangzhai's product offerings remain largely traditional [29]. Strategic Recommendations - Experts suggest that Wufangzhai should diversify its product line beyond Zongzi and focus on modern consumer preferences, such as smaller, healthier portions [32][34]. - The company is encouraged to enhance its marketing strategies and explore new sales channels to adapt to changing consumer behaviors [32][35].