天下网商 Ding Jie
editor Li Danchao
"Internet celebrity milk" Maiquer is at the forefront.
On the morning of June 30, the topic "Maiquer" topped the hot search list on Weibo, with 130 million views and over 15,000 discussions. The reason for the popularity of
came from the previous day. On June 29, China Quality News Network reported that two batches of pure milk produced by listed dairy company Maiquer were unqualified and the unqualified item was propylene glycol. The news triggered a heated discussion on the Internet. Some netizens said: "I just finished two boxes and my mentality collapsed."
On the day of the incident, Maiquer responded, "The company attaches great importance to the above random inspection results. First, the above two batches The products were removed from the shelves, sealed, and recalled, and at the same time, they launched an investigation and analysis as soon as possible. "
"Tianxia Online Business" asked its brand customer service about whether refunds can be made. As of the time of publication, its brand customer service has not yet read. The
incident also affected the secondary market. On the 30th, Maiqu'er opened with hitting the limit of . As of the close, Maiqu'er's share price closed at 7.98 yuan, with a total market value of 1.39 billion. Compared with the previous trading day, Maiquer's market value has shrunk by 155 million.
On the evening of June 30, in response to media reports that two batches of pure milk produced by the company were unqualified, Maiquer (002719) received a letter of concern from the Shenzhen Stock Exchange, requesting the company to explain the specific circumstances of the relevant food sampling and inspection results. And other issues.
As an old dairy brand for more than 20 years, Maiquer has taken advantage of the popularity of the Internet in the past two years. You can always see it on Xiaohongshu and Douyin. Now, this "Internet celebrity" milk company has fallen into a whirlpool of public opinion. At present, the incident of "Mequir detecting propylene glycol" is still being fermented.
The focus of the controversy: propylene glycol
On the evening of June 29, a negative article about Maiqur appeared on the hot search.
The cause of the incident was that the Market Supervision Bureau of Qingyuan County, Zhejiang Province announced the results of the fourth food sampling inspection in 2022. The results showed that 2 batches of pure milk produced by of Maiquer Group Co., Ltd. were found to be unqualified. The sampling time On May 26, they were Maiquer's "pure milk" and "Maiqier pure milk". The unqualified item was propylene glycol, and the requirement for this item was "no detection."
Public information shows that propylene glycol is a low-toxic additive, and long-term excessive consumption may cause kidney disorders. In the food industry, propylene glycol is mainly used as a food emulsifier and an excellent solvent for condiments and pigments. Propylene glycol is also used as a solvent and softener in cosmetics.
In fact, propylene glycol is also a glycogenic substance. In the animal husbandry industry, it is added to animal feed as a nutrient to avoid ketoacidosis caused by abnormal fat metabolism in dairy cows. It can also improve Milk production.
" National Food Safety Standard for the Use of Food Additives " has clear regulations on the amount of propylene glycol. The maximum amount of propylene glycol used in pastries is 3 g/kg. According to cctv., the safety standard for propylene glycol set by the International Joint Expert Group on Food Additives is: the daily intake per kilogram of body weight should not exceed 25 mg.
In 2019, Gangrong Steamed Cake was hotly debated due to substandard propylene glycol. This time, it was Maiqur’s turn.
At present, the reason for the detection of propylene glycol in Maiquer milk has not yet been determined, and there is a lot of discussion from all parties.
Fang Ping, an industry insider who has been in the dairy industry for more than ten years, told "Tianxia Online Business": "The aroma of dairy products comes from fat. There are many milks that are particularly fragrant, which may not be normal. Propylene glycol is commonly known as flavor. , it can make the milk taste more fragrant.
"Yun Wuxin", a Ph.D. in biological and food engineering and a popular food science author, posted on Weibo that it is incredible that propylene glycol appears in pure milk. It may be that propylene glycol is added as a solvent for flavors and fragrances, or it may be that the milk is mixed with other Products that use propylene glycol (or propylene glycol as a solvent for flavors and fragrances) share production equipment and are not cleaned when switching products. However, he also mentioned that based on the allowable dosage of propylene glycol in other foods, the propylene glycol in the two batches of milk will not cause harm. .
Some media believe that the problem of additives detected in Maiquer’s milk may be related to the low milk supply rate. Maiquer once stated in the performance statement that the company’s dairy farming is still in its infancy and the structure of the herd is also changing. In the process of gradual adjustment, the milk supply rate is still relatively low. According to Maiquer's financial report, the amount of raw milk purchased directly in 2021 will be as high as 416.6 million yuan, and the purchase of raw materials from cooperatives or farmers will account for more than 30% of the total purchase amount. Accounting for 67% of the entire dairy operating cost.
According to public information, this is not the first time that Maiquer has had food safety problems. On October 29, 2021, a brown sugar milk cake produced by Maiquer was subject to Beijing market supervision. The administration's sampling inspection determined that coliform did not meet the national food safety standards. Many netizens left messages on the "Maiqier Dairy" Weibo. Some people said that Maiquer would be added to the blacklist in the future, and some said that children would be included. Drink it every day, be sure to give me an explanation.
"Tianxia Online Business" once found in a live broadcast room that two boxes of Maiquer pure milk cost 99.6 yuan, each box is 200ml, which is considered to be a "light luxury" milk. Maoshang’s single product “Maiqur pure milk blue brick 20 boxes” sells over 50,000 yuan a month.
It is not easy to get out of the industry. “Industry people should cherish their own feathers”
“This matter is not only for Maiquer, but also for Maiquer. It has a certain impact on the entire domestic milk production. "Fang Ping said.
Perhaps the biggest impact is local milk that has finally stepped out of the circle.
The basic competition pattern in the dairy industry has always been that Mengniu and Yili are competing for hegemony, with local milk struggling to survive. According to According to Zheshang Securities data, as of 2020, the market share of room temperature milk for the two top players is about 66%, and some long-tail players have even withdrawn from the market.
With the further optimization of the e-commerce environment, logistics, and social platforms in recent years. , development, local milk brands that were originally unknown outside the local area, through live broadcasts, social groups, etc., continue to export the "personality" of "high-quality pasture, high protein, good taste", attracting those who are interested in "taste and nutrition" People who are demanding consumption upgrades are gradually breaking through geographical restrictions.
“When you sit at home, you can drink milk from Tianshan Mountains thousands of miles away. It feels wonderful to think about it. "Beginning in 2020, Zhang Qianyun, a girl born in the 90s, began to purchase a large number of local milks, including Huayuan, Tianrun, Maiquer, etc. "There are many reviews of niche milks on Xiaohongshu, and there are also many niche milks in the live broadcast room. Live broadcast of milk companies. "
"Tianxia Online Business" found that compared with leading milk companies, niche local milk brands pay more attention to content delivery and play more "lightly". Like Maiquer, they will post on Tmall and every day Audio dual-channel official store live broadcast, the anchor wears local characteristic clothing to bring you an exotic live broadcast
In 2021, regional specialty brands represented by Maiquer, Xiyu Chun, Garden Dairy will be broadcast through online channels. Participating in the competition in the dairy industry, market share has continued to increase, and revenue has increased. According to the financial report, in 2021, Maiquer achieved operating income of 1.146 billion yuan, a year-on-year increase of 30.93%; Huayuan Dairy achieved total operating income throughout the year. 680 million, a year-on-year increase of 35.5%. Also seeking to “overtake” are local dairy companies in Guangxi, Yunnan, Guizhou and other places.
Now it seems that such a growth momentum and the user favorability that has been cultivated with great difficulty are now unknown.
Popular science V "Dad Review-Wei Dad" posted on Weibo that the milk industry cannot withstand the torment. "More than ten years have passed, and those in the industry must cherish their feathers."
After all, "food is the first priority for the people." In the food industry, product safety is always the bottom line.
