Core Viewpoint - The recent controversy surrounding the Antarctic krill oil product has prompted Tongrentang to take immediate action, including product recalls and legal proceedings against involved parties, to protect its brand reputation and ensure compliance with regulations [1][2]. Group 1: Company Actions - Tongrentang has initiated a comprehensive investigation into the brand usage across its subsidiaries and has mandated the immediate recall of the implicated Antarctic krill oil products [1][7]. - The company has filed lawsuits against Beijing Tongrentang (Sichuan) Health Pharmaceutical Co., Ltd., Anhui Habao Pharmaceutical Co., Ltd., and related e-commerce platforms for trademark infringement and unfair competition [4][5]. - A task force has been established to monitor and rectify the production and sales channels of the implicated distributor, Sichuan Health, and to ensure compliance with brand management standards [7][11]. Group 2: Brand Management and Compliance - The brand authorization for Sichuan Health expired on November 30, 2021, and the company continued to use the Tongrentang brand without permission, leading to numerous complaints about unauthorized products [6][7]. - Tongrentang has emphasized that it prohibits any unauthorized use of its brand elements on non-company products and has been actively cleaning up violations of brand usage [8][9]. - The company is working to standardize the identification of authorized stores on e-commerce platforms and has provided a whitelist of official authorized stores on its website [10][11]. Group 3: Consumer Assurance - Consumers are encouraged to verify authorized Tongrentang stores through the official website to avoid purchasing unauthorized products [10]. - The company has committed to maintaining communication with regulatory bodies to address infringement issues and has taken legal action against persistent violators [11].

Core Viewpoint - The incident involving "Tongrentang Antarctic Krill Oil" has raised significant concerns due to the product's reported phospholipid content being zero, leading to investigations and legal actions against the involved companies [1][3][4]. Group 1: Investigation and Legal Actions - The Chengdu Xindu District Market Supervision Administration has established a joint investigation team to look into Beijing Tongrentang (Sichuan) Health Pharmaceutical Co., Ltd. and has initiated legal proceedings against the company [1][3]. - Beijing Tongrentang Health Pharmaceutical Co., Ltd. has ordered the cessation of sales of the implicated product and is conducting a full process review and traceability of the product [4]. - The Shanghai Consumer Protection Commission has raised questions regarding the accountability and beneficiaries of the alleged counterfeit and fraudulent activities related to the product [4]. Group 2: Company Responses and Consumer Protection - Beijing Tongrentang Group has issued an apology and stated that it will pursue legal responsibility for trademark infringement against Sichuan Health, Habbo Pharmaceutical, and related e-commerce platforms [4][5]. - The Shanghai Consumer Protection Commission has welcomed the proactive stance of Beijing Tongrentang Group and emphasized the importance of maintaining the brand's reputation, which has been built over 356 years [5].

Group 1 - Beijing Tongrentang Group issued a statement on December 20 regarding issues related to "Antarctic krill oil," which has drawn significant attention from the Shanghai Consumer Protection Committee [1] - The company acknowledged the problem and expressed regret to consumers and society, committing to legal compensation for consumers and launching a "zero tolerance" brand management initiative, reflecting its commitment to consumer rights and rectification [1] - The corrective measures introduced by Beijing Tongrentang respond to the demands raised by the Shanghai Consumer Protection Committee during discussions with relevant operators, although the effectiveness of these measures will ultimately be judged by consumer experiences [1] Group 2 - The Shanghai Consumer Protection Committee is conducting social supervision and consumer reminders regarding the Antarctic krill oil product issues, fulfilling its role in protecting consumer rights and aiming to purify the health functional food market while maintaining the reputation of time-honored brands [1] - Beijing Tongrentang, with a history of 356 years, holds a significant position in the minds of consumers, which necessitates careful preservation [1] - The company is expected to use this incident as an opportunity to implement long-term brand maintenance and trust-building mechanisms, contributing to a healthy and orderly consumption environment [1]

Core Viewpoint - The company clarifies its non-ownership of Beijing Tongrentang (Sichuan) Health Pharmaceutical Co., Ltd. and emphasizes its focus on self-produced traditional Chinese medicine products [1] Group 1 - The company has responded to recent online reports regarding Anhui Habao Pharmaceutical's production and the Antarctic krill oil products associated with the "Tongrentang" brand [1] - The company does not hold any equity in Beijing Tongrentang (Sichuan) Health Pharmaceutical Co., Ltd., which is a subsidiary of its controlling shareholder, Tongrentang Group [1] - The "Tongrentang" trademark and name are owned by Tongrentang Group, and the company, along with some subsidiaries, is authorized to use them [1] Group 2 - The company emphasizes that it focuses on the production and sale of medicines, with all existing traditional Chinese medicines being self-produced [1] - There is no third-party production involved in the company's products, ensuring quality and brand integrity [1] - The company has communicated with Tongrentang Group regarding the situation to jointly protect brand reputation [1]

Core Viewpoint - Dongguan enterprises need to implement a series of strategies and measures for effective brand maintenance to ensure long-term health and development of the brand [1][3]. Group 1: Brand Monitoring and Consistency - Continuous monitoring of brand reputation is essential [1]. - Utilize public opinion monitoring tools to track and analyze brand reputation across social media and news outlets [2]. - Collect customer feedback to understand their needs and expectations [2]. - Ensure consistency in the brand's visual system across various applications to avoid visual confusion [2]. - Maintain unified brand messaging regarding core values and positioning across all channels [2]. Group 2: Brand Promotion and Crisis Management - Strengthen brand communication and promotion through multiple channels, including traditional and digital media [2]. - Implement content marketing strategies to create high-quality content that engages target audiences [2]. - Establish a crisis early warning mechanism to identify potential risks [2]. - Develop a crisis response plan that outlines measures and responsibilities for effective crisis management [2]. - Actively take steps to repair brand image post-crisis, such as public apologies and providing solutions [2]. Group 3: Innovation and Customer Loyalty - Continuous innovation in products or services is necessary to meet changing consumer demands [3][4]. - Upgrade the brand based on market changes and development needs, including positioning and communication strategies [4]. - Foster strategic partnerships with other brands or institutions for collaborative marketing efforts [4]. - Implement customer relationship management systems to maintain good communication and enhance customer loyalty [4]. - Establish a membership system to provide exclusive benefits to loyal customers, increasing their sense of belonging [4]. Group 4: Long-term Planning and Team Collaboration - Brand maintenance is a long-term process requiring a comprehensive planning strategy [4]. - Internal collaboration among various departments, including design, marketing, and customer service teams, is crucial for effective brand maintenance [4]. - Utilize data analysis and insights to support decision-making and optimize brand maintenance strategies [4].