"没有中间商赚差价"，描绘了一个没有中间环节、厂家直销，消费者得利的美好图景；可在现实中，却 成了压垮无数小商户和经销商的"骗局"。 这些年，我们看到了太多真实案例：有人信了"去中间商"的鬼话贸然创业，结果赔得血本无归；有人几 十年代理知名品牌，却被厂商当成"弃子"抛在一边；也有人撑着一家小店勉强糊口，每天为几块钱的毛 利苦熬。 不要忘了，我们每个人不仅是消费者，同样也是生意人，或是打工人。 砍掉中间商 "没有中间商赚差价"，是中国营销界最洗脑的金句之一。某二手车平台的魔性广告把这句话喊遍大街小 巷，并暗示只要干掉中间商，买卖双方就能各取所需、皆大欢喜。 类似的口号在食品饮料行业也层出不穷：从直播电商吹嘘的"工厂直销"，到线下门店打出的"厂家直 供"，不断地向消费者灌输一个观念——中间商是多余的，只会增加成本，干掉他们商品就更便宜。 然而，事实并非如此简单。所谓"去中间商"，很多时候只是游戏玩家换了一批，中间利润该赚的一分也 没少。 例如，去年，一位创业者在网上看到看到有人教创业新招——不用囤货，临期食品"一件代发"，号称没 有中间商环节可以躺赚差价。她花189元办了会员入场，却发现感兴趣的SKP里就寥寥几个 ...

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].

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]

Core Viewpoint - The article discusses the prevalence of misleading trademarks in various industries, particularly in food and consumer products, highlighting the deceptive practices that mislead consumers about product characteristics and quality [1][3]. Group 1: Misleading Trademarks in Food Industry - Bai Xiang instant noodles' trademark "多半" misleads consumers into thinking they are purchasing a "多半袋" (half bag) of noodles [1]. - Other examples include Qianhe's soy sauce labeled as "千禾0" implying zero additives, and Yuanqi Forest's tea products that confuse "0 sugar" and "0 cane sugar" [1]. - Brands like Pucheng Dairy and various noodle brands use terms like "高端无添加" (high-end no additives) and "手擀" (handmade) to create false impressions about their products [1]. Group 2: Deceptive Practices Beyond Food - The article notes that misleading trademarks are not limited to food, with electronic products using terms like "120W" that may not reflect actual power [3]. - Brands create confusion by using similar names to well-known brands, such as "小天才特×" and "胖都来," which can mislead consumers [1][3]. Group 3: Trademark Registration Issues - The trademark registration process includes formal and substantive reviews, but subjective interpretations can lead to misleading trademarks being approved [3]. - Some applicants exploit loopholes by splitting trademarks or applying in multiple categories to bypass scrutiny [3]. - Examples include the "壹号土" trademark, which could mislead consumers into thinking it relates to "土猪肉" (local pork) [3]. Group 4: Importance of Integrity in Business - The article emphasizes that integrity is crucial for businesses, especially in the food industry, where consumer health is at stake [4]. - Companies must be accountable for the authenticity of their trademarks to build consumer trust in product quality and safety [4]. - Regulatory bodies are encouraged to monitor and penalize businesses with invalid trademarks to maintain market integrity [4].

Core Viewpoint - The recent controversy surrounding the "Duoban" trademark has raised significant trust issues for the Bai Xiang brand, a symbol of national pride in China, leading to consumer dissatisfaction and skepticism [1][5]. Group 1: Brand Trust and Consumer Perception - Bai Xiang's "Duoban" was initially perceived by consumers as a promise of increased quantity, but it was later revealed to be a registered trademark, causing confusion and disappointment among buyers [3][7]. - The company's response to the controversy, stating that "Duoban" is indeed a trademark and that product weights are as indicated on the packaging, has been met with criticism from consumers [3][5]. Group 2: Historical Context and Brand Image - Bai Xiang has historically been viewed as a symbol of national brands, having resisted acquisition by Japanese firms and positioning itself as "China's own instant noodle" amidst competition from major players like Kang Shifu and Uni-President [5]. - The brand has also been recognized for its social responsibility initiatives, such as donations during natural disasters and support for disabled employees, which contributed to its positive image as "the light of national goods" [5]. Group 3: Marketing Strategy and Innovation Challenges - The "Duoban" controversy reflects deeper issues within Bai Xiang, including a lack of innovation and reliance on marketing gimmicks rather than genuine product development [11][12]. - Bai Xiang's core product line, particularly the "Big Bone Noodle" series, is facing growth challenges, while competition in the traditional instant noodle market remains fierce, impacting profit margins [11]. - Recent product launches aimed at health-conscious consumers have not gained significant market share, indicating a struggle to adapt to changing consumer preferences [11]. Group 4: Legal and Ethical Considerations - While registering "Duoban" as a trademark is legally permissible, it raises ethical questions regarding brand integrity and consumer trust, as it appears to exploit legal loopholes rather than foster genuine customer relationships [12]. - The shift from a promise of "more for less" to a trademarked term has led to perceptions of deception, undermining the brand's long-standing reputation for quality and trustworthiness [12].