"Do you still have ginseng water here?"
"Yes, the last bottle."
On the evening of June 15, a reporter from the Red Star Capital Bureau walked into a Lawson convenience store and bought the last bottle of ginseng water on the cashier counter.
The Red Star Capital Bureau noticed that the "one whole root of staying up late water" (hereinafter referred to as "one whole root") with a ginseng in a bottle of water recently became popular.
It is understood that a whole stick has been put on the shelves in Lawson convenience stores about a month ago, and it is often sold out after its launch.
The product positioning of a whole root fits the needs of young people who stay up late and want to maintain health. However, Zhu Yi, an associate professor at the School of Food Science and Nutritional Engineering of China Agricultural University, told the Red Star Capital Bureau that although ginseng water has a certain "refreshing" effect, But not for everyone.
In addition, although ginseng water looks more premium, the cost of ginseng is similar to that of glass bottles, and it may even be cheaper.
A ginseng wholesaler in Changbai Mountain told the Red Star Capital Bureau that if ginseng is similar to a whole ginseng, if you buy more than 50 ginseng at one time, the wholesale price is about 2 yuan per root.
A glass manufacturer in Jiangsu told the Red Star Capital Bureau that a whole glass bottle is relatively high-end, and the cost of a glass bottle and cap is about 2 yuan.
In response to the related questions of the entire root, the Red Star Capital Bureau tried to interview the entire operating entity, the Hardcore Yan Institute, but has not received a response as of press time.
A
Out of stock online and offline
"A whole root" is on fire
The Red Star Capital Bureau noticed that the drink named "One Whole Root" has become popular recently.
On June 15, a clerk of a Lawson convenience store in Chengdu told the Red Star Capital Bureau that recently, people often came to ask about ginseng water, and the 5 boxes of goods (75 bottles in total) in the store were all sold out within 3 days.
The ginseng water in the clerk's mouth is "one whole root", and the homepage of its Taobao store "one whole root ginseng water brand store" directly states that "the inventory has been swept away by Yan Wangye".
The Red Star Capital Bureau has learned that the entire operating entity is Hardcore Yan Institute (Wuhan) Food Technology Co., Ltd. (hereinafter referred to as "Hardcore Yan Institute"), and its online store "Hardcore Yan Institute Flagship Store" is also operated by The company operates.
Previously, the Hardcore Yan Institute also created the instant bird's nest product Yizhan Benbai, and applied for the "Yizhan Benbai" trademark.
The online store "One Whole Ginseng Water Brand Store" is operated by Yanda Buliuwo (Haikou) Food Co., Ltd. (hereinafter referred to as "Yanda Buliuwo").
According to Tianyancha, the suspected actual controller of the two companies is Tang Fei, a natural person.
In mid-May, a whole stick was first put on the shelves in the Lawson convenience store in Sichuan and Chongqing.
On June 1, the Hardcore Yan Institute officially announced its entry into Wuhan, Shenzhen, Xiamen, Shenyang, and Dalian.
On June 10, it also landed in offline convenience stores such as Beijing, Zhengzhou, Anhui, Nanjing, and Urumqi.
There are two main reasons for a whole fire.
First, a whole root is just in line with the current young people's living habit of "staying the hardest night and raising the most expensive life".
Its product introduction shows that within 8 hours of opening the lid of the drink, warm water can be added 8 times, and it should not be eaten with tea and radish.
The ginseng in the water gives consumers a great tonic feeling. At the same time, a whole root also advertises itself as a "plant drink" with "0 sugar and 0 fat".
Second, it is inseparable from the marketing ability of the whole root and the channel power of Rosen.
In fact, many beverage companies have experimented with beverages containing whole ginseng.
Books Burning Immortal Grass is one of them, but Books Burning Immortal Grass is only sold in some stores, and it has been removed from the shelves after a period of time.
The Shanghai tea brand "Chunfeng" has previously launched "Royal Jelly Staying Up Water" containing whole ginseng.
However, when the Red Star Capital Bureau searched for the keyword "ginseng water" on Xiaohongshu, the results were almost a whole root; searching for "a whole root", there were over 20,000 related notes, and a whole root can be regarded as a success in the category of ginseng water. A model out of the circle.
The cost of ginseng may not exceed 2 yuan
Similar to glass bottle packaging
Although a Rosen clerk said that a whole stick of 19.9 yuan is almost the most expensive drink in the store.
On the Internet, a whole ginseng water brand store has the highest sales volume of 6 bottles, with a monthly sales of 5,000+, and the price of 6 bottles is 118 yuan, which is basically the same as the offline price.
There is a whole ginseng root in the glass bottle, and the place of origin is marked with Changbai Mountain. A whole root seems to be worth the price of nearly 20 yuan.
However, according to the product introduction of a whole root, the ginseng used is artificially grown ginseng less than five years old.
The Changbai Mountain specialty dealer who has been in the business for more than ten years told the Red Star Capital Bureau that the ginseng in a whole root is artificially planted instead of under-forest ginseng. Judging from the product pictures, if you buy more than 50 ginseng of similar size and thickness at one time, one wholesale The price is about 2 yuan.
A glass product factory in Jiangsu told the Red Star Capital Bureau that the unit price of a whole glass bottle like this is about 1.8 yuan, and the lid is about 2 hairs, totaling about 2 yuan.
The unit price of an order with a purchase volume of more than 50,000 can be at most 20 cents cheaper, and it cannot be any lower.
That is, a whole bottle of ginseng or about the same price as the ginseng it uses.
Of course, excluding the bottle and ginseng, a whole stick of water, chrysanthemum, edible jasmine and other ingredients will also bring costs, but even so, compared to its selling price, the raw material cost of a whole stick is not high.
In addition, the Taobao details page shows that a whole root is produced through outsourcing, and the manufacturers are Shenlong Baicao Natural Products (Wuhan) Co., Ltd. (hereinafter referred to as "Shenlong Baicao") and Wuhan Senlan Biotechnology Co., Ltd.
The Red Star Capital Bureau also noticed that Shenlong Baicao was asked by the Hubei Provincial Market Supervision and Administration Bureau for a hearing on an administrative penalty case in February this year. The case was a case of Shenlong Baicao suspected of producing and operating food that did not meet food safety standards.
Knowledge popularization
Can ginseng drink alleviate the harm of staying up late?
Some people are not suitable for drinking
The product is positioned as "staying up late water", and a whole plant compares itself with functional drinks and caffeine in the propaganda, saying that "functional drinks and caffeine are just overdrafting energy in advance, and repayment is still extremely painful, while a whole plant is What the drink gives you is thorough..."
Zhu Yi, an associate professor at the School of Food Science and Nutritional Engineering of China Agricultural University, told the Red Star Capital Bureau that for the refreshing effect, there should still be "one whole root".
However, in the propaganda of Yiyigen, on the one hand, it opposes itself to functional drinks and caffeine, and on the other hand, it implies that it can "completely" solve the problem of staying up late, but it is not reasonable.
According to Jimu News, Cao Bo, a medical consultant of Biotech innovative medicine, once said: "If you count all the damages caused by staying up late, then this cup of ginseng water drink will definitely not be completely relieved. But its efficacy cannot be completely denied, (ginseng water) It may have a certain relieving effect on qi deficiency and mental fatigue after staying up late."
Meng Lilian, chief expert of Sichuan Tianfu Health Industry Research Institute, said that if staying up late for a long time damages the autoimmune system, any nourishing product will be futile.
In addition, consumers who want to borrow a whole stick to refresh their minds also need to be aware that not everyone is suitable for drinking a whole stick.
The whole root is reminded in the product that it is not suitable for people with colds and fever, people allergic to the plant ingredients of this product, infants, pregnant women, lactating women and children under 14 years old.
In addition, Zhu Yi also told the Red Star Capital Bureau: "(There is) evidence and fever are not suitable, such as high fever, irritability, constipation, etc. (crowd)."
Chengdu Business Daily-Red Star News reporter Yu Yao intern reporter Zhang Luxi