2024-08-10
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"If you look at the packaging of Jiang Xiaobai now, you won't see the word 'baijiu' on it because it's not allowed."
"If you buy Jiangjin Xiaoqu, you won't have this label (small gold label) because it is not solid-state distilled, so it cannot be considered solid-state (fermented) wine."
Recently, Oriental Selection anchor Tian Quan declared in the Oriental Selection live broadcast room that "Jiang Xiaobai's liquor is not liquor", which aroused strong dissatisfaction among the sorghum liquor brand Jiang Xiaobai.
Earlier that day, Jiang Xiaobai issued a statement to "hardly confront" Oriental Selection, saying that its remarks seriously deviated from the facts and caused great damage to the brand image and market reputation. "Quality issues are our bottom line, and we can no longer remain silent."
The statement said that all liquor products under Jiang Xiaobai Liquor Industry adopt the pure grain solid fermentation brewing process, and the brewing raw materials are only water and sorghum. The product implementation standard is the national standard of Xiaoqu solid fermentation liquor code-named GB/T26761 (superior grade). To ensure that consumers can clearly understand the product information, the brewing raw materials, brewing process (pure grain solid fermentation), and implementation standard (GB/T26761) of all Jiang Xiaobai liquor products have been clearly marked on the product packaging, without any concealment or misleading behavior.
Jiang Xiaobai believes that as a live streaming platform with great influence, the anchor Tian Quan, in the process of selling products, made remarks that were seriously contrary to the facts in his capacity as a "level three sommelier", misled consumers and damaged the Jiang Xiaobai brand, infringing the company's legitimate rights and interests.
In this regard,Jiang Xiaobai has filed a complaint with the relevant authorities, demanding that Dongfang Zhenxuan make a public apology and eliminate the impact., will reserve the right to further pursue the legal responsibility of Oriental Selection and anchor Tianquan.
On the evening of the 9th, anchor Tian Quan issued an apology letter: He often drinks Jiang Xiaobai when he and his friends get together. Some friends like Jiang Xiaobai's fruit wine very much, so Jiang Xiaobai's fruit wine has a deep impression on him. "The Jiang Xiaobai I mentioned during the live broadcast at that time refers to Jiang Xiaobai's fruit wine, not Jiang Xiaobai's baijiu. Jiang Xiaobai's baijiu is of course baijiu. The inaccuracy here has caused misunderstandings and brand damage. I hereby solemnly apologize to the brand and the wine lovers who like Jiang Xiaobai."
Later, Dongfang Zhenxuan reposted an apology on Weibo, saying, "We sincerely apologize for the trouble caused to the Jiang Xiaobai brand by the anchor's mistake! Our anchor's understanding of the liquor category is indeed not professional and comprehensive enough. In the future, we will strengthen relevant training and hope to have the opportunity to invite Jiang Xiaobai to the Dongfang Zhenxuan live broadcast room to popularize liquor knowledge and liquor culture to the majority of netizens."
At 23:16 on August 9, Jiang Xiaobai’s WeChat official account released a statement regarding the apology letter from “Dongfang Tianquan is a second-hand English teacher”, saying: “The apology letter published by the personal account of ‘Dongfang Tianquan is a second-hand English teacher’ addressed the audience as ‘friends’ but was not signed or sealed. The attitude of the apology was insincere, and it attempted to cover up the obvious fact that the live broadcast maliciously dragged down and defamed the brand.The company does not accept this informal and insincere apology and will further safeguard its legitimate rights and interests by filing complaints with relevant state departments and taking normal legal action.”
Source: China News Network, compiled from The Paper, Guangming Online, Dongfangzhenxuan Weibo, etc.
Editor: Park Lina
Editor: Cheng Chunyu
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