刚火就翻车，刘文祥打了全网一耳光

Core Viewpoint - The article discusses the rapid rise and fall of the popular hot pot brand Liu Wenxiang, which gained fame through social media but faced severe backlash due to food safety issues and quality concerns [2][10]. Group 1: Brand Background and Growth - Liu Wenxiang, a hot pot brand with over 20 years of history, gained national attention after being featured by influencer Zhou Xiaonao in a viral series [2][21]. - The brand started in 2005 in Heilongjiang and expanded rapidly, reaching over 2,000 stores by 2020 and aiming for 3,374 stores by early 2026, making it the third-largest in the hot pot industry [12][13][15]. - Liu Wenxiang's competitive edge lies in its affordable pricing, with an average consumer spending of 21 yuan, lower than competitors like Yang Guofu and Zhang Liang [15][19]. Group 2: Recent Controversies - Just before International Consumer Rights Day, Liu Wenxiang faced allegations of mislabeling products, with duck meat sold as beef, leading to public outrage and regulatory scrutiny [4][6][7]. - The brand's response included an apology and promises to rectify the issues, but the apology was later made invisible on social media [9][24]. - Following the initial scandal, further hygiene issues were reported, including staff handling food improperly, which reignited consumer concerns about food safety [9][28]. Group 3: Supply Chain and Management Issues - The rapid expansion of Liu Wenxiang has led to a lack of effective oversight and quality control, with many franchisees sourcing ingredients independently, resulting in inconsistent product quality [26][29]. - The brand's low franchise fees and relaxed regulations have facilitated quick growth but also created vulnerabilities, such as multiple versions of the brand logo and varying operational standards across locations [29][30]. - Experts suggest that the brand's crisis reflects deeper issues of supply chain management and the need for stricter food safety protocols to maintain consumer trust [37][39].