麻六记酸辣粉「塌房」，贴牌产品还有人买吗？

Core Viewpoint - The article discusses the recent food safety crisis faced by the popular brand Ma Liu Ji, particularly concerning its sour and spicy noodles sold at Costco, which were reported to be moldy, leading to a nationwide recall and a significant trust crisis for the brand [4][5]. Group 1: Trust Crisis Triggered by Product Issues - The sour and spicy noodles from Ma Liu Ji were recalled due to reports of mold, with Costco taking immediate action to remove the product from its shelves [4][5]. - The contract manufacturer, Akwan Food, acknowledged the issue, attributing it to insufficient sanitation during production, affecting two specific batches produced on June 16 and 18, 2025 [5][7]. - Despite the recall and compensation efforts, consumer trust remains severely damaged, exacerbated by previous controversies involving the brand's founders [5][10]. Group 2: Compensation and Consumer Response - Akwan Food stated that consumers could return the affected products for a full refund, with potential compensation up to 1,000 yuan based on Chinese food safety laws [7][8]. - However, the execution of these compensation policies has been inconsistent, with some consumers reporting difficulties in obtaining refunds for products outside the specified batches [7][8]. - The brand's online sales have significantly declined, with recent data showing a drastic drop in live-stream sales and overall revenue [9][10]. Group 3: Dependency on Contract Manufacturing - Ma Liu Ji's business model heavily relies on contract manufacturing, with Akwan Food being a key supplier for its popular products, which raises concerns about quality control [11][12]. - The article highlights that the brand's rapid growth was facilitated by leveraging social media and influencer marketing, but this model has also exposed vulnerabilities in product quality management [12][18]. - Akwan Food's financial struggles and limited profit margins from contract manufacturing have further complicated the situation, as the company faces challenges in maintaining quality standards [13][14]. Group 4: Long-term Implications for Brand Strategy - The article suggests that the reliance on contract manufacturing may hinder long-term brand sustainability, as seen in the case of other brands that have faced similar issues [18]. - To regain consumer trust and ensure product quality, brands may need to consider transitioning away from a heavy reliance on contract manufacturers and invest in their own production capabilities [18]. - The case of Ma Liu Ji serves as a cautionary tale for emerging brands that prioritize short-term gains through low-cost manufacturing at the expense of quality and consumer trust [18].