Nai Xue'S Tea Is Invited To Talk About New Tea

Naixue food safety problems continue to ferment. On the evening of August 3, the Guangdong provincial market supervision bureau announced on its official website that it had made an appointment with Naixue tea and carried out special inspection on food safety.

The circular said that the Guangdong Provincial Market Supervision Bureau attached great importance to the tea food safety incident of Naixue, deployed and carried out special risk inspection activities on Naixue's tea stores and related online red drink shops throughout the province, and cooperated with Shenzhen market supervision bureau to interview the tea headquarters of Naixue in Shenzhen.

As of 18:00 on August 3, a total of 1233 tea and similar stores in chanaixue were inspected in the province, and 33 on-site rectification notices and 2 warnings were issued.

Since the relevant reports issued, Naixue's tea share price fell sharply. On August 3 alone, the company's share price fell by 10.83%, and its market value evaporated by HK $2 billion a day.

Zhu danpeng, an analyst of China's food industry, believes that the food safety accident has a profound impact on Naixue and even the whole new tea industry, ringing the alarm for many new tea enterprises“ In the past, most of the brand accidents happened in the franchise mode, but this time, problems were also found in the direct marketing field, which shocked the regulatory authorities. Besides, the image of the brand in the hearts of consumers will be greatly reduced. " Zhu danpeng said.

The Naixue food safety accident also sounded the alarm for other new tea enterprises. icphoto

There was a decrease in store passenger flow

On the evening of August 2, the article "reporter undercover Naixue's tea: cockroaches crawling, fruit rotting, label changing at will" reported that there were a series of food safety problems in Naixue's tea stores such as Beijing Xidan Joy City store and Chang'an shopping mall, such as dirty food processing environment, deterioration of food raw materials and tampering with labels. As soon as the report was released, it immediately attracted wide attention from the society.

At 5:00 a.m. on August 3, Naixue tea issued an apology statement, saying that the company's management attached great importance to the problem and set up a special working group for thorough investigation and rectification. In the apology statement, Nai Xue's tea released the self inspection results of the stores involved, and responded to the problems such as "cockroaches on the ground" and "using blackened mango". It said that the stores in question would suspend business, and would invite the market supervision and Administration Bureau to conduct on-site inspection and announce the inspection results to the public.

On the same day, Beijing Xicheng District Market Supervision Bureau and Guangdong Provincial Market Supervision Bureau successively expressed their opinions. Beijing Xicheng District Market Supervision Bureau issued a message on the public account that the Xicheng District Party committee and the district government attached great importance to the media reports on Naixue's tea food safety, and the industry authorities rushed to the scene for inspection at the first time, ordered the enterprise to suspend business for rectification, and filed a case for investigation and serious investigation and punishment.

The Guangdong market supervision department interviewed the person in charge of Naixue tea company and the person in charge of food safety, requiring them to operate in accordance with the law and strictly implement the main responsibility of food safety; Carry out self inspection and self correction, and rectify immediately; Strengthen the food safety management responsibility of the headquarters and strengthen the management of the national stores; Timely report the problems found in the rectification and investigation within a time limit.

At 9:00 p.m. on the 3rd, Naixue's tea issued a statement again. According to the statement, local market regulators conducted on-the-spot inspections on 186 tea shops in Naixue, and the results were qualified. No cockroaches were found on the ground mentioned in the report. At the same time, the headquarters of Naixue announced the self inspection results of 592 stores in China (some stores were closed due to force majeure) and the rectification measures on Environmental Hygiene and product quality.

At noon on the 4th, 21st century economic reporter visited the naixuemeng factory in Nanshan coastal city of Shenzhen. He saw that the flow of people in the store had decreased significantly. There was no customer queuing in the order area. Most orders were taken by themselves or taken out, but there were still many customers in the catering area.

Shenzhen Naixue Nanshan Maoye store has not been greatly affected, even on weekdays, the store attendance rate is still not low, there are many customers chatting and working in the store.

But in Guangzhou Naixue's tea Pazhou Poly Plaza store, the reporter saw the store environment is neat, the staff all wear masks. The tabletop of the tea area is generally clean, and there are no sundries, but some residual water. The staff only had gloves on one hand that was in contact with the ingredients, and the other hand was not.

The staff at the tea reception area did not wear gloves when adding hazelnuts to the milk cover of the takeout. On the counter in the bread area, the slogan "pay attention to food safety, please close the door after you". According to the reporter's observation, every once in a while, the staff will wipe the table with paper towel or rag, and the used paper towel will be discarded and will not be used again.

During the lunch period, the flow of tea customers in Naixue was still large, and customers who came to buy milk tea and bread lined up. It seemed that the store was not affected by the food safety storm. The reporter interviewed two customers randomly, they said they did not know the food safety incident of Naixue's tea recently. However, both customers said that the food safety problems directly affected their impression on Naixue's tea, and one customer made it more clear that "they may not buy Naixue's tea in the future.".

Reporters continue to ask a baker in the shop, the Baker said that he had heard of yesterday's news, but the shop did not receive the relevant notice, nor did it introduce corresponding rectification measures.

"Brake hard"

In fact, this is not the first time Naixue's tea has been exposed to food safety problems. In June 2019, the law enforcement personnel of Shenzhen market supervision department conducted a surprise inspection on Naixue's tea stores. It was found that some of its tea dispensing staff did not wear masks as required, and the glass door of the store's kitchen food storage cabinet failed to lock. Law enforcement officers immediately asked the store to rectify and do a good job in food safety.

Looking at the whole new tea industry, Naixue is not the first. The reporter noted that since this year alone, new tea brands such as chabaidao, yidiandian, qifentian, xiongji, coco and miyuebingcheng have had problems.

In February this year, the law enforcement officers of the market supervision bureau of Fengxian District of Shanghai made a surprise inspection of the tea Baidao store in Baolong square, Fengxian. They found that some semi-finished products were not covered with covers, some raw materials were not sealed, the health certificates of staff were not complete, and the wearing of masks was not standardized. In March, a consumer found a black insect in a milk tea bought in the "1 Dian Dian" store in Hongcheng, Dongbai, Fuzhou. In May, Yongan street stores in Zhengzhou, Daguanyuan stores in Jinan and Mahu commercial street stores in Wuhan were exposed to the use of overnight ice cream milk slurry, sliced lemon and milk tea raw materials, which once caused heated discussion.

The industry believes that the root cause of the frequent food safety problems in new tea enterprises is that the management is not in place.

At present, the new tea brand mainly adopts two modes of direct marketing or franchise. The former is represented by Xi Cha, Nai Xue and cha Yan Yue se, while the latter includes 1 Dian, MI Xue Bing Cheng, coco, etc. The direct store mode is invested and operated by the headquarters, and standardized management and unified accounting are implemented. Generally speaking, it will be easier to standardize the management than the franchise mode.

However, with the continuous expansion of new tea in recent years, the number of stores is large and the number of employees is huge. It is difficult for enterprises to ensure that all employees strictly abide by the unified rules and regulations and operation procedures. Therefore, even if there is a unified standard, there are still many uncertainties in the actual operation.

Take the case of Naixue, whose prospectus shows that as of the end of last year, it has 489 self operated stores in 66 cities across the country, with 9069 full-time employees, and the average number of employees in each store is 21. Among them, in 2018 alone, there were 179 new tea stores in Naixue, equivalent to "opening a new shop in two days".

In addition, the supply chain of new tea drinks is long, with many suppliers and processors, including raw material suppliers, raw material processors, storage space and logistics. The more participants, the more uncertain factors in the process of production and operation, the greater the risk of food safety. In addition, the new tea uses raw materials which are not easy to store, such as fresh milk and fresh fruit, and the production process is complex and low degree of automation. The production process needs a lot of manpower, which increases the hidden danger of food safety.

Peng Xin, founder of Naixue's tea, said that the company has an inspection department, which not only does offline inspection, but also has a special online camera inspection team to check the standard implementation of stores all day. But even so, there are problems.

According to AIDS media consultation data, despite the impact of the epidemic in 2020, the market scale of new tea drinks will still be 184.032 billion yuan. It is estimated that the market scale of new tea drinks will be close to 280 billion yuan in 2021. Another survey shows that in the first quarter of 2021, more than 60% of domestic consumers drank new tea several times a week. New tea has become a part of the daily life of many young people.

Zhu danpeng believes that in the next step, new tea brands should "reduce the temperature", re-examine and standardize the management process, especially in the operation links of stores where problems are easy to occur, and further strengthen the staff's daily training and food safety education, so as to reduce the risk as much as possible and ensure food safety.

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