鸭肉冒充牛肉卖，麻辣烫界的新晋网红塌房了

Core Viewpoint - Liu Wenxiang's spicy hot pot brand experienced a rapid rise to fame but faced a significant backlash due to food safety violations, leading to a collapse in brand reputation [2][6][24]. Group 1: Brand Popularity and Initial Success - Liu Wenxiang's popularity surged due to a viral quote from a short video series, resonating with young consumers seeking emotional comfort [9][11]. - The brand saw explosive growth in sales, with some stores reporting daily revenues exceeding 17,000 yuan and high order volumes [13][14]. Group 2: Food Safety Scandal - Investigations revealed that multiple stores were using duck meat to misrepresent beef and pork, leading to widespread consumer outrage [3][15][21]. - The brand's response included an apology and promises of store closures and nationwide inspections, but the damage to its reputation was already significant [5][22]. Group 3: Structural Issues in Franchise Model - The franchise model allowed local sourcing of ingredients, which, while reducing entry barriers, created opportunities for profit manipulation and quality control failures [30][28]. - The rapid expansion of the brand outpaced its ability to maintain oversight, leading to systemic issues in food safety and quality assurance [31][32]. Group 4: Implications for the Industry - The incident serves as a cautionary tale for emerging brands in the food industry, highlighting the risks associated with rapid growth and inadequate regulatory frameworks [32].