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what is the truth of the matter? can hui escape this time?

text | zhuli

the "mooncake scandal" involving brother yang has caused a lot of controversy, and the truth has not yet been revealed. another mid-autumn festival mooncake that dong yuhui once promoted was also recently questioned for using the same trick to "mislead consumers."

here's the thing. some netizens pointed out that recently, the "traveling with hui" live broadcast room has repeatedly recommended a product called "macau pu ji lava custard mooncake", and has repeatedly stated in the promotion that macau pu ji is a time-honored brand in macau, that there are long queues at its offline stores, and that it is a must-eat in macau. but in fact, many netizens said that they have never heard of this brand in macau.

some netizens even said that "macau puji" has not opened a store in macau, and its processing and production manufacturer is zhuhai puji food co., ltd., which seems to have no direct connection with macau except for the brand name. the cross-regional registration and mainland oem model is almost the same as the "meicheng mooncake" that caused xiao yangge's after-sales reputation to "collapse", which has attracted a lot of attention.

it is worth mentioning that according to data from platforms such as qichacha and qixinbao, although the status of "macau puji food co., ltd." is "still registered", it has applied for "dormant activities" on may 31, 2024. according to section 327a of the hong kong companies ordinance, a company can decide to suspend activities by special resolution, but one of the conditions for suspending activities is that "the company cannot continue to operate or temporarily stops operations."

this has caused consumers to worry about the quality of its products. what is the truth of the matter? can huixingxing escape this time?

macau puji urgently refuted the rumor and said there was no quality problem

according to netizens, the mooncakes sold in dong yuhui's store are priced at 108 yuan per box. the packaging shows that the supervisor is "macau puji food co., ltd." and the manufacturer is "zhuhai puji food co., ltd.". the place of production is zhuhai, guangdong. on september 19, the customer service of "yihui xingxing" said that this mooncake was indeed sold and that they would give truthful feedback and make corrections. as for whether there are any quality problems with the mooncakes, the customer service said that the product selection team has been strictly checked and consumers do not need to worry.

as public opinion fermented, "macau puji" began to urgently refute the rumor. the weibo account "puji shouxin" issued a statement saying that the online rumor that the mooncakes had suspected quality problems was false information. the macau registered company "macau puji food co., ltd." stated that some media, without knowing it, mistakenly identified the macau puji food co., ltd. registered in hong kong as the supervisor of "macau puji mooncakes". the hong kong registered company reported and our company are two business entities that have no relationship.

according to the customer service of the puji flagship store, they are only registered in macau and zhuhai. the company registered in hong kong was registered by someone else and is fake registration information. the "macau puji food co., ltd." associated with the flagship store is registered in macau. the customer service provided a trademark registration certificate issued by the economic and technological development bureau of the macao special administrative region government in december 2021. the information shows that the registration date of the "puji" trademark is november 10, 2021, and it is valid until november 10, 2028.

the statement also said: "our company has a real and valid trademark registration in macau and has an authorization contract with the zhuhai manufacturer. the 'macau puji mooncakes' sold in the mainland are all authorized for production and sales by the 'puji brand' and are strictly supervised by the 'macau puji food co., ltd.' registered in macau."

after the rumor-refuting statement was released, the macao puji douyin anchor responded to netizens' comments and said that long before mooncakes attracted attention, macao puji had attracted a group of loyal consumers with various cakes and biscuits. the sales of mooncakes this year were indeed good, and with the help of dong yuhui, they were sold out early in the morning. in response to the doubts about the removal of the lava mooncake products from the entire network, the anchor said that the products had been sold out and discontinued, and would only be sold again next year.

data from the third-party data platform chan mama shows that the highly anticipated lava custard mooncake is the best-selling product on the macau puji douyin channel in the past month, with cumulative sales reaching 2.5 million to 5 million yuan. during the same period, the cumulative live broadcast sales of the macau puji douyin official store were between 10 million and 25 million yuan.

in addition to live streaming, the most popular product on macao puji douyin is a set of biscuit snack gift boxes, priced at 99 yuan, with cumulative sales of 552,000 yuan. in the douyin store, the cumulative sales of various biscuits and cakes of macao puji have also reached tens of thousands of yuan. the "macao puji molten custard mooncake" product is not only sold through the "traveling with hui" live broadcast room, but also in multiple live broadcast rooms such as "make friends".

claiming to be a time-honored brand with 30-year heritage, the trademark has only been registered for 11 years

according to multiple promotional introductions on the official wechat account of macau puji, the "old brand" macau puji relies on the traditional production process that has been "inherited for more than 30 years". as early as 2022, the brand's daily online sales exceeded 1.4 million yuan. in july 2022, macau puji's first offline store officially opened in zhuhai. after years of expansion, macau puji has opened 5 stores in multiple tourist transportation intersections in zhuhai and macau.

although in public publicity, macau pu ji calls itself a "time-honored brand" and "has been passed down for more than 30 years", many of the brand's domestic trademarks were first registered in 2013. it was only in the past five years that it started to increase sales through online channels, accumulated its first batch of fans, and gradually moved to offline channels.

at the same time, the oem factory behind the brand, "zhuhai pu ji food co., ltd." (hereinafter referred to as "zhuhai pu ji"), has also become the focus of public opinion.

according to the tianyancha app, zhuhai puji was established in december 2014. it is a large-scale food enterprise that integrates r&d, production and sales of macau specialties, snacks and specialties. the legal representative is yan guorong, with a registered capital of rmb 10 million, and yan guorong and fu qiulan jointly hold shares. behind the more than 300 categories of various pastry products, zhuhai puji has a production workshop covering an area of ​​more than 30,000 square meters and multiple automatic production lines.

the spot check information shows that the company was "ordered to rectify and the rectification has been completed" in two spot checks in february and august 2022. intellectual property information shows that the company has successfully registered several "pu ji daily" and "pu ji" trademarks.

zhuhai puji's slogan shows that puji inherits traditional craftsmanship and conducts offline and online wholesale through the internet and physical stores. it is worth noting that in early 2019, zhuhai puji was fined 50,000 yuan by the zhuhai market supervision administration for engaging in food additive production without obtaining a food additive production license.

while macau puji was actively trying to clear itself of suspicion, hui xingxing also "escaped a disaster".

since dong yuhui left oriental selection, the attention and discussion topics on him and the "walk with hui" team have decreased. however, judging from the sales performance and the growth rate of fans, dong yuhui and his team have achieved a smooth transition and successfully achieved steady progress during the mid-autumn festival sales peak season.

according to chanmama data, since the beginning of september, yuhuixingxing has achieved a cumulative sales of over 100 million yuan, ranking second on the douyin sales influencer ranking list in september. during this period, the number of followers of the account increased by 263,000, reaching 23.398 million.

it is worth noting that the dongfang zhenxuan account has lost about 100,000 followers since september, and the total number of followers has dropped to 29.609 million. its live broadcast room also had a cumulative sales of over 100 million yuan in september, but its platform ranking has slipped to 16th. in comparison, dongfang zhenxuan's sales of goods ranked 14th in august.