Many brands are trapped in food safety risks: Don’t just focus on being an "atmosphere group" for new tea drinks
■ Come on
Recently, according to media reports, the Shanghai Fengxian District Market Supervision Bureau raided some milk tea shops in a commercial plaza, including well-known chain stores such as Yidian, Tea Baidao, and COCO.
It was found that these milk tea shops were found to have many hidden food safety hazards, including dirty production stations, unsealed raw materials, and incomplete health certificates of staff.
New tea drinks are a popular industry that has emerged in recent years under the new consumption concept of the national trend. These new tea brands have extended the intersection of Chinese tea and fruits into a "new species", focusing on the concepts of health, fashion, social interaction, and more diverse varieties.
But while expanding rapidly, safety and health have not kept up.
In particular, some tea brands that focus on the sinking group have crazily grabbed the market and have no time to take care of hygiene and safety.
New tea drinks brand products are “fresh” to consumers. The biggest difference between new tea drinks and traditional tea drinks is the products and marketing methods. For example, brand co-branding, seasonal sales, etc., and some Internet celebrity fruits and Internet celebrity concepts are planted. Into the product, even some tea shops will use the "employment line" approach to attract customers in the early days.
However, no matter how innovative the models and products are, safety and hygiene should be the bottom line issues of all catering consumer industries.
With the joint efforts of regulatory agencies, public opinion supervision, and industry self-discipline, we should first eliminate those companies that do not adhere to food safety management standards, and then talk about innovation.
Otherwise, the market becomes a bottomless melee in the name of innovation.
Therefore, no matter how the new tea industry competes for "newness", how to create a new consumption atmosphere should make consumers feel safe and assured, rather than just running blindly.
On the one hand, the industry needs to strengthen self-discipline, strictly implement relevant industry standards, and operate in compliance with the law; on the other hand, market supervision and management departments should also strengthen daily supervision. The rapid growth of new things is often a period of problem outbreaks, and supervision requires more money. thought.
In fact, starting from business logic, if a new tea drinking company can take the lead in achieving high food safety standards and gradually influence and drive the entire industry, this is actually a higher and safer barrier to competition than hiring people to queue up.
Those basic linear principles should be hard and fast rules, not bends and overtakes in the name of innovation. If you encounter problems afterwards, you can think of ways to make up your ticket.
□Marvin (media person)