Core Viewpoint - The ongoing legal disputes between Meng He, a former operator of Ma Liu Ji, and Zhang Lan and Wang Xiaofei have intensified, with both parties asserting their positions regarding financial obligations and public image. Despite the controversies, Ma Liu Ji's offline customer traffic remains strong, while online sales are experiencing significant declines due to the loss of personal IP influence from Zhang and Wang [1][2][4]. Group 1: Legal Disputes - Meng He has complied with part of a court ruling by transferring 15,000 yuan to Zhang Lan but refuses to apologize, claiming he is not at fault and that Zhang owes money [1][2]. - There are five interrelated lawsuits between Meng He and Ma Liu Ji, with two judgments already made against Meng He for infringement [2]. - A Beijing Arbitration Commission ruling in 2024 ordered Ma Liu Ji to pay Meng He over 10.13 million yuan in commissions and 600,000 yuan in penalties, but Ma Liu Ji claims to have fulfilled the ruling while disputing some claims [3]. Group 2: Business Performance - Despite the controversies, Ma Liu Ji's physical stores continue to attract high customer traffic, with long queues observed even during weekdays [4]. - Online sales have significantly dropped, with recent reports indicating that Ma Liu Ji's sales on Douyin have plummeted by over 70% compared to previous months, from 25-50 million yuan to only 7.5-10 million yuan in 30 days [5][6]. - The brand's reliance on the personal influence of Zhang and Wang has been highlighted, as their absence has led to a noticeable decline in online engagement and sales [5][6]. Group 3: Brand Strategy and Challenges - Ma Liu Ji is attempting to recover from the crisis by enhancing its marketing efforts, including a surge in live streaming events, but the effectiveness of these strategies remains uncertain [6][7]. - The brand has faced a trust crisis due to a product quality issue involving moldy ingredients, prompting a commitment to improve supply chain management [7]. - Future strategies include expanding into second and third-tier cities and global markets, with a goal to make their signature dish a representation of Chinese cuisine [7][8]. Group 4: Consumer Perception - Consumer awareness of Ma Liu Ji is still heavily tied to the celebrity status of Zhang and Wang, indicating that the brand's identity is closely linked to their personal influence [8][9]. - The transition away from reliance on celebrity endorsements poses a challenge for Ma Liu Ji as it seeks to redefine its market presence [9].

Core Viewpoint - The ongoing legal disputes between Meng He, a former operator of Ma Liu Ji, and Zhang Lan and Wang Xiaofei have intensified, with both parties making conflicting claims regarding financial obligations and court rulings [1][3]. Group 1: Legal Disputes - Meng He has paid 15,000 yuan as part of a court ruling but refuses to apologize, claiming he is not at fault and that the other party owes him money [1][3]. - There are currently five interrelated lawsuits between Meng He and Ma Liu Ji, with two judgments already made against Meng He for infringement [3]. - A Beijing arbitration ruling in 2024 ordered Ma Liu Ji to pay Meng He over 10.13 million yuan in commissions and more than 600,000 yuan in penalties, although Ma Liu Ji claims to have only paid around 7.6 million yuan after deductions [5]. Group 2: Business Performance - Despite the ongoing disputes, Ma Liu Ji's physical stores continue to attract high foot traffic, with long queues observed even during weekdays [2][6]. - However, the brand is experiencing a significant decline in online sales, with recent data showing a drop of over 70% compared to previous months [9]. - The brand's reliance on the personal IP of Zhang Lan and Wang Xiaofei has been highlighted, as their absence has negatively impacted Ma Liu Ji's online presence and sales [9][10]. Group 3: Marketing and Brand Strategy - Following the controversies, Ma Liu Ji has attempted to pivot its marketing strategy by increasing live streaming efforts, achieving significant sales on the day after the controversy erupted [5][10]. - The brand is also facing a trust crisis due to a product quality issue involving moldy ingredients, prompting a commitment to improve supply chain management [10]. - Future strategies include expanding into second and third-tier cities and enhancing global presence, although the effectiveness of these strategies remains to be seen [10].