Core Viewpoint - The concept of "no middleman profit" has become a misleading narrative that harms small businesses and distributors, leading to significant financial losses for many [1][3][11] Group 1: Impact on Small Businesses - Many small business owners and distributors are struggling to survive as they are squeezed between manufacturers and consumers, often facing reduced profit margins [5][7][9] - The white liquor industry is experiencing a "micro-profit era," where high purchase prices and low selling prices lead to losses for small retailers [5][10] - A case study of a dairy distributor highlights how the purchase price can exceed retail prices due to market chaos, making it unviable for distributors to continue their business [8][9] Group 2: Misleading Marketing Strategies - The marketing strategy of eliminating middlemen is often a facade, where new intermediaries emerge, and the original profit margins remain intact [4][10] - E-commerce platforms promote the idea of cutting out middlemen, but they themselves act as intermediaries, leading to increased costs for manufacturers and small businesses [5][10] Group 3: Consequences of Disruption - The disruption caused by e-commerce and direct sales has led to a breakdown of traditional pricing structures, resulting in a vicious cycle of price wars and inventory issues for distributors [10][11] - Brands that engage in direct sales often neglect their distributors, leading to a loss of trust and financial stability within the distribution network [9][11] Group 4: Value of Distributors - Distributors play a crucial role in the supply chain by providing logistics, market access, and customer service, which are often undervalued in the current market narrative [10][13] - The elimination of distributors could lead to inefficiencies and higher costs for consumers, as manufacturers would struggle to manage direct sales to numerous retailers [13][15] Group 5: Long-term Solutions - Instead of focusing on eliminating middlemen, the industry should aim to improve channel efficiency and ensure that every participant in the supply chain is fairly compensated for their role [15] - Acknowledging the value of each channel participant is essential for maintaining a healthy and sustainable market environment [15]

Investment Rating - The report does not explicitly provide an investment rating for the food and beverage industry Core Insights - The food and beverage industry is experiencing significant shifts with emerging trends in health-focused products and innovative marketing strategies [1][2][4][7][10][19] Industry Environment - The baking industry is undergoing a rapid reshuffle, with many well-known brands closing stores due to high rent and labor costs, leading to 95,000 bakery closures in 2024, while the industry still grows at 5.2% to reach 110.5 billion [2] - Tesla's restaurant model achieved $47,000 in sales within six hours of opening, with plans to enter the Shanghai market, although it faces challenges in adapting to local cuisine [2] - The powdered noodle market is expanding, projected to reach 227.5 billion in 2024, with over 1 million stores, emphasizing product innovation and local specialties [4] - The summer beverage market is shifting towards health-oriented drinks, with traditional carbonated drinks being replaced by herbal teas and health drinks, expected to exceed 10 billion by 2028 [4][8] - The carbonated beverage market is intensifying competition, with local brands like Yuanqi Forest and Dajiaolou launching innovative products to capture market share [7] - The GABA beverage market is emerging, with several companies launching products aimed at improving sleep and emotional health, although consumer education remains a challenge [13] - The herbal beverage market is growing rapidly, expected to double in the next three to five years, but faces challenges of formula homogenization [19] Top Brand News - Wudao yogurt has become the top Greek yogurt brand in four years by focusing on a niche market and high-quality production [23] - Haidilao is testing a high-end restaurant model with a price point over 500, indicating a shift towards premium dining experiences [24] - Dongpeng Beverage has successfully penetrated the market by targeting blue-collar workers and optimizing its supply chain [24] - Luckin Coffee is aggressively expanding with a low-price strategy, aiming to surpass Starbucks in China by 2025 [25] - Xiaoguan Tea has rapidly grown in the no-sugar tea market, achieving 2 billion in sales by catering to young consumers [26]

Core Viewpoint - The article highlights the historical and cultural significance of Xinzheng, tracing its development from ancient civilization to a modern economic hub, emphasizing its rich heritage and contemporary growth. Historical Significance - Xinzheng is recognized as the birthplace of the Yellow Emperor, a key figure in Chinese civilization, and has been a center of cultural and political importance since ancient times [4][6][7]. - The region has a continuous history of over 5000 years, with significant archaeological findings from the Peili Gang culture and the establishment of various dynasties [5][6][7]. Economic Development - Xinzheng has transformed from an agricultural county to a strong economic city, benefiting from infrastructure developments such as the opening of the Zhengzhou International Airport and the establishment of a logistics hub [8][10]. - The city has a GDP target of 953.6 billion yuan for 2024, with six core economic indicators leading in Henan province [11]. Cultural Heritage - The city hosts numerous cultural events, such as the annual ancestor worship ceremony, which connects the local community with their historical roots [7][12]. - Xinzheng's cultural legacy is preserved through various heritage sites and modern educational institutions, fostering a blend of tradition and innovation [12][14]. Modern Industry - Xinzheng is a significant player in the food industry, producing 20% of the country's instant noodles and 25% of the market share for jujube products [14]. - The city is focusing on developing a modern industrial system centered around food production, smart manufacturing, and biomedicine, aiming for substantial economic growth [14].

Core Viewpoint - The article highlights the significant contributions of nine prominent figures from Henan in various sectors of the food industry, showcasing their innovative spirit and resilience in building successful brands that have become integral to China's food landscape [4][37]. Group 1: Seasoning Industry - Wang Shouyi transformed a family seasoning recipe into a national brand, "Wang Shouyi Thirteen Spices," achieving annual sales of 5 billion with a registered capital of 80 million by 2003 [6][8]. - The brand emphasizes quality control, sourcing specific ingredients from designated regions, ensuring high standards [7][9]. Group 2: Instant Food Industry - Yao Zhongliang revitalized the struggling Bai Xiang brand, turning it into a leading player in the instant food market by recruiting skilled talent and aggressively marketing the product [10][12]. - Bai Xiang has become a significant competitor in the instant food sector, contributing to Henan's food industry reputation [13]. Group 3: Beverage Industry - Zhang Hongchao founded "Mixue Ice City," which quickly gained popularity for its affordable and delicious beverages, expanding through a strict franchise model [14][16]. - The brand has successfully entered international markets, with notable sales performance in its first overseas store [16]. Group 4: Alcohol Industry - Zhang Tieshan established Jin Xing Beer, focusing on quality and differentiation in a market dominated by foreign brands, achieving a 65% market share in Henan [20][21]. - The brand has expanded nationally and is recognized for its quality and competitive pricing [20]. Group 5: Snack Industry - Shi Jubin founded "Haoxiangni," leading the red date industry with innovative products and a focus on quality sourcing, achieving over 30% market share [22][24]. - The brand promotes red date culture and has successfully penetrated international markets [24]. Group 6: Candy Industry - Zhao Qisan launched Jin Si Hou candy, which became popular with its milk candy, achieving sales exceeding 2 billion in 2008 [25][27]. - The brand has expanded its operations and continues to innovate with new products [27]. Group 7: Frozen Food Industry - Chen Zemin founded Sanquan Foods, pioneering the frozen food category in China with innovative products like frozen dumplings and tangyuan [28][30]. - The company has grown to become a leader in the frozen food sector, significantly impacting the industry [31]. Group 8: Ice Cream Industry - Zhang Zhenqing established Tianbing, focusing on affordable and high-quality ice cream, gaining a substantial market share in the cold drink sector [32][34]. - The brand emphasizes product innovation and consumer accessibility [34]. Group 9: Meat Industry - Wan Long led Shuanghui through a significant transformation, achieving over 180 billion in annual revenue and a 25% market share in the meat industry [36]. - The company has expanded globally, becoming a major player in the meat processing sector [36].

Core Viewpoint - The article emphasizes the importance of proper trademark usage as a fundamental aspect of market order, highlighting the need for systemic improvements to address the increasing prevalence of misleading trademarks in the market [1][3]. Group 1: Trademark Misuse and Consumer Trust - Trademarks should serve as a reliable link between companies and consumers, but recent cases show that they have become misleading tools, causing confusion among consumers [1][2]. - The controversy surrounding the "half bag" noodles from Bai Xiang ended with an apology and a commitment to adjust the packaging, indicating that the company managed to maintain its reputation despite the issue [1][3]. - There is a growing trend of misleading trademarks, such as "0 sugar" beverages and "tree-ripened" fruits, which have gained significant public attention and concern [1][2]. Group 2: Regulatory and Systemic Recommendations - The article suggests that individual case rectifications are insufficient; a more comprehensive regulatory framework is needed to prevent misleading trademarks from entering the market [3]. - Trademark examination agencies should exercise caution regarding descriptive terms that are commonly understood by the public to minimize misleading registrations [3]. - Establishing a trademark "combinatorial usage" registration system is proposed to enhance transparency and accountability in trademark usage [3].

Core Viewpoint - The company Bai Xiang, known for its instant noodles, has recently faced backlash over its "Duoban" trademark, which misled consumers regarding product quantity, leading to a public apology and potential brand image issues [1][2][3] Group 1: Company Overview - Bai Xiang has successfully positioned itself as the third-largest player in the instant noodle market, with a market share of 12% in 2023, trailing behind Kang Shifu and Uni-President [6][8] - The company reported a sales revenue of 9.175 billion yuan in 2023, showing double-digit growth and narrowing the revenue gap with Uni-President to less than 500 million yuan [6][8] - Bai Xiang's chairman, Yao Zhongliang, founded the company in 1997, leveraging local wheat resources and gaining popularity with its "1 yuan big bone noodle" product [8] Group 2: Recent Controversy - The controversy arose when consumers discovered that the "Duoban" label on Bai Xiang's noodle packaging was a trademark, not an indication of increased quantity, leading to public outrage and a swift apology from the company [2][3][5] - The backlash was significant, with the apology trending on social media, garnering 190 million views and 34,000 discussions within 16 hours [2][3] Group 3: Market Position and Strategy - Bai Xiang has capitalized on online sales channels, especially during the rise of live-streaming e-commerce, which has significantly boosted its visibility and sales [9][10] - The company has launched innovative products like the controversial cilantro-flavored noodles, which saw a nearly 2000% increase in online sales in August 2023 [10][11] - Bai Xiang's online presence is strong, with its Douyin flagship store amassing over 5.12 million followers, far surpassing competitors [11] Group 4: Challenges and Future Outlook - Despite its online success, Bai Xiang faces challenges in the offline market, where brand recognition varies significantly among different consumer demographics [12][13] - The company is expanding its presence in southern China, with a new production facility in Guangdong set to begin operations, aiming to enhance its market penetration [14][15] - The competitive landscape remains fierce, with established brands like Kang Shifu and Uni-President maintaining strong positions in offline retail, necessitating strategic adjustments from Bai Xiang [19][20]

Core Viewpoint - Sincerity is becoming a key variable for domestic brands to engage consumers in an increasingly complex consumption environment, with brands that are responsive to feedback gaining long-term trust from users [1][2]. Group 1: Brand Response and Consumer Trust - On June 6, the company issued a public letter addressing previous controversies, announcing the discontinuation of ambiguous product names in favor of clearer labels, which received widespread approval from consumers [1]. - The positive consumer response reflects a fundamental shift in the consumer goods market, where genuine and sincere communication is valued over superficial tactics [1][4]. - The company's consistent display of responsibility and authenticity has helped it gain understanding and support in a fast-paced social media environment [1]. Group 2: Social Responsibility and Brand Values - The company has a history of social responsibility embedded in its corporate DNA, including donations to schools and support during natural disasters [1][2]. - The brand's commitment to "benefiting the public and enriching society" is evident in its actions, which have built a foundation of emotional trust with consumers [2]. - The sentiment "national brands treat people with sincerity, and people treat national brands with sincerity" reflects a collective expectation for the industry to prioritize genuine engagement [4]. Group 3: Market Positioning and Competitive Advantage - Brands that are willing to listen and adapt to consumer feedback are more likely to establish a stable position in the market and navigate fluctuations successfully [4]. - The authenticity and determination displayed by the company are seen as valuable competitive advantages in the domestic market [4].

作者 | 李含章 钟宸（实习生） 编辑 | 宝珠 视觉 | 诺言 继"千禾0"酱油，"壹号土"猪肉之后，消费者又迎来了"多半"袋面，而这次的文字游戏的主角，是有 着"国货之光"滤镜的白象。 6月初，有消费者发现，白象"多半袋面"的"多半"为商标名称，而非"更多分量"，其面饼仅比基础款多25 克（增幅29%），与"多一半"的常识认知相差甚远。 消息一出，马上登上热搜第一。不少网友对此评价"跟消费者抖机灵""不老实"，但也有人表示谅解，认 为"差不多就行了"。 白象随即发布声明，表示"多半"系列产品是基于原70克面饼基础上推出的110-120克面饼的大分量产 品，"多一半"系列是基于原60克面饼推出的100克面饼产品。"多半"商标申请的初心是为了与常规分量产 品做出区分。 白象发表声明 不过，有记者发现，白象经典款的大骨面、猪骨面系列，面饼重量在60-75克之间，而康师傅、统一等没 有加重的经典款，面饼重量分别为80-85克与82.5克，且价格相差无几。 商标争议并非偶然。天眼查数据显示，白象自2018年起系统布局"多半袋""一半袋"等擦边商标。商标虽 注册成功，但组合"袋/桶"使用时被律师指出存在风险。 有律师 ...

Group 1 - The "National Subsidy" for home appliances in Chongqing has been suspended, with the first round of subsidy funds fully utilized, leading to a halt in qualification code applications [1] - The ongoing dispute between Huaxi Biological and Juzhi Biological regarding the content of collagen products continues, with both parties refusing to back down, resulting in a persistent trust crisis [1] - A public feud between Elon Musk and Donald Trump has led to a significant drop in Tesla's market value, evaporating over $150 billion (approximately 1.09 trillion RMB) in a single night [1] - Procter & Gamble announced plans to cut 7,000 non-manufacturing jobs over the next two years, representing about 15% of such positions, with expected pre-tax costs of $1 billion to $1.6 billion [1] Group 2 - The toy company market is experiencing a mix of myth and bubble, with concerns about the commercial viability and competitive advantages of companies like TOPTOY and 52TOYS as they prepare for IPOs [2] - White Elephant instant noodles, previously celebrated as a symbol of domestic products, faces backlash due to trademark issues, which may undermine its brand image and consumer trust [3] - The 2025 Guangdong-Hong Kong-Macao Greater Bay Area Auto Show has seen record attendance, with over 180,000 visitors on the first day and an expected total of 450,000 attendees, marking a 27.84% increase from the previous year [3] - The "618" shopping festival is generating mixed reactions from consumers, with some expressing resistance to purchasing despite the ongoing promotions on major e-commerce platforms [3]

Core Points - The controversy surrounding the "Duoban" (多半) slogan of White Elephant instant noodles highlights a significant issue of consumer trust and brand integrity in marketing practices [1][2][3] - The use of ambiguous language in branding, such as registering common phrases as trademarks, is seen as a manipulation of consumer perception, leading to potential legal and ethical violations [2][3] - The incident reflects a broader trend in the industry where companies prioritize short-term sales over long-term brand reputation, risking irreversible damage to their image [2][3] Company Summary - White Elephant's marketing strategy of using "Duoban" as a trademark instead of a weight descriptor has sparked consumer backlash and raised questions about the company's integrity [1][2] - The company's response to the controversy, including an apology, indicates recognition of the potential long-term consequences of such marketing tactics [2] Industry Summary - The incident is part of a larger pattern in the food and consumer goods industry where misleading marketing practices are becoming more common, leading to a "broken windows effect" [2] - Regulatory bodies are urged to enhance trademark examination standards to prevent consumer deception through the registration of everyday language as trademarks [3] - The shift from "traffic economy" to "retention economy" in the Chinese market emphasizes the need for companies to focus on genuine product innovation rather than clever marketing gimmicks [2][3]