Core Viewpoint - The article highlights the recurring food safety issues faced by Zhengxin Chicken, which have led to a decline in consumer trust and brand reputation, despite its rapid expansion in the past. Group 1: Food Safety Issues - Zhengxin Chicken has been involved in multiple food safety controversies, including a recent incident where a customer reported finding maggots in chicken legs purchased from a store in Guizhou [2][4] - The local market supervision bureau has intervened, sealing similar products for testing, although the store claimed the video evidence was misleading [2][7] - Previous incidents include reports of unsanitary conditions, such as flies contaminating food and the use of old frying oil [4][8] - Numerous complaints have been filed against Zhengxin Chicken, citing issues like undercooked food, spoiled meat, and difficulty in obtaining refunds [8][9] Group 2: Business Performance and Challenges - Zhengxin Chicken, founded in 1995, has seen significant growth, expanding from 10,000 stores in 2017 to 25,000 by 2021, becoming a leading brand in the fast-food sector [11][12] - However, the company has faced stagnation, with the number of stores remaining at 25,000 as of March 2023, indicating no growth in franchise numbers over two years [14] - The price of chicken has increased from 10 yuan to as high as 15 yuan, which has affected consumer perception and sales [12][13] - The company has not disclosed updated store numbers since March 2023, with independent data suggesting a decline to approximately 10,695 stores by the end of 2023 [15][15] - The shift in consumer preferences towards healthier eating and increased competition in the market have further complicated Zhengxin Chicken's growth prospects [15][16]

Overall Landscape - The top brands in the home freezer market are performing steadily, with Rongshida emerging as a "dark horse" by jumping from 16th to 8th place in the rankings [4] - The total index of brand reputation shows that Aucma, Midea, and Haier occupy the top three positions, while brands like Rongsheng, Xingxing, and Meiling consistently remain in the top ten [4] Data Structure Characteristics - A total of 16,692 million data points were monitored, with social data accounting for the highest proportion at 45.5%, followed by search data at 40.9% and e-commerce data at 36.6%, indicating a consumer preference for discussing freezer products on social platforms [6] Core Dimension Analysis - **Brand Awareness**: Aucma, Midea, and Haier lead in brand awareness, with Aucma having extensive market coverage and marketing volume [7] - **Consumer Interaction**: Midea, Aucma, and Haier continue to lead in consumer interaction, with Rongshida and Xingxing entering the top ten, highlighting the importance of social marketing [9] - **Brand Reputation**: Aucma ranks first in brand reputation, followed by Midea and Haier, with Rongshida and Xingxing entering the top ten due to product innovation and service optimization [12] - **Quality Recognition**: Aucma, Midea, and Haier dominate the quality recognition rankings, reflecting stable quality control and authoritative certifications [15] - **Product Approval**: Aucma leads in product approval due to high cost-performance and durability, with Midea and Xingxing following [19] - **Brand Health**: Aucma, Xingxing, and Tongshuai rank highest in brand health, indicating their ability to manage negative public sentiment effectively [22] Demographic Characteristics - Males account for 56.6% of interest in home freezers, while females account for 43.4%; the age group of 30-39 years constitutes 35.7% of the core audience [25] Insights from Top Ten Brands - The top ten brands for 2024 are Aucma, Midea, Haier, Rongsheng, Xingxing, Meiling, Tongshuai, Rongshida, Hisense, and Xinfeng, with a balanced distribution across six dimensions, particularly in quality recognition and brand reputation [27] Industry Trends and Recommendations - The report indicates a shift in the freezer industry from "functional competition" to "reputation competition," emphasizing the need for brands to strengthen reputation management across all channels, especially on social platforms [28]