The reporter asked to see where the mustard tuber sank, and Zhou Biao readily agreed. Passing through the old house, he came to a weir pond behind the house. He said the cans were all buried in the water. The reporter saw that this weir pond is about four acres. The only difference from the weir pond that can be seen everywhere in rural areas is that there are four buoys floating on the water, which read the words in 2002 and 2003. The villagers said that under the buoy is a jar, and the number represents the age of sinking.
Fuling mustard tuber said in an interview with the media in 2007, "Wujiang mustard tuber group has stored 800 altars of agarwood mustard tuber raw materials in deep-water kiln every year since 200 1. So far, 4,800 altars of agarwood mustard tuber have been stored in the deep-water kiln. The agarwood mustard tuber processed this year is an agarwood mustard tuber stored in a 200 1 year kiln, which has a history of six years. " Did this weir really sink 4800 cans of mustard tuber?
Shijiang Li, president of the Third Association of Qunxing Village, personally organized villagers to sink cans. On June 29, he told reporters that in 200 1 year, he organized seven or eight people to go down to the jars, and each jar contained about 100 kg of mustard tuber, which generally required two people to carry. It took about six days for the first time.
Shijiang Li was convinced that there were 650 altars. "Because we have to settle the wages for the workers, it will be very clear when the final settlement is made." I played again in 2002 and 2003, but I only played more than 200 altars each time. In other words, more than 1000 altars were built.
Shijiang Li also worked as a "can maker". "The jar is tied with a rope under the buoy in the weir pond, sitting on the bamboo raft and pulling the rope directly." He remembers pulling 200 altars in 2007, which was about 10 ton. I don't think I've pulled the jar since. According to public information, Fuling mustard tuber began to build a mustard tuber factory in Xincun Township on 200 1 to process high-grade mustard tuber. On June 29th, the reporter of National Business Daily found this mustard tuber factory at the junction of Xincun Township and Fuling City.
The factory is very small, and the "Admission Notice" sign at the door says that you are not allowed to enter the factory without permission, so pay attention to hygiene. There was a staff member guarding the door and the reporter entered smoothly.
According to the staff, this factory mainly produces high-grade gifts, and more than 2,000 yuan of mustard tuber also comes from here. At the entrance of the raw material warehouse 1, the reporter saw that the equipment for producing high-grade mustard tuber in this place is very simple. There are all kinds of pickled mustard tuber jars in the empty factory building, and there is a shallow pool of about 16 square meters near the main entrance, which contains spices. The red pepper seasoning inside gives off an attractive fragrance. Several large pots next to it also contain red spices, and there is a wooden staircase covered with a dirty towel.
The staff said that the workshop here is used to mix spices and put jars. Because it is handmade, there is no closed space, and there will be further processing later. The reporter noticed that three complete circular cobwebs were hung on a window of this high-end mustard tuber workshop. Pickled mustard tuber is more expensive than abalone. The salesman said "it's not worth it"
The research report of CITIC Securities stirred up a thousand waves, subverting people's views on mustard tuber. A box of mustard tuber actually exceeds the price of Moutai, even more expensive than abalone. Fuling mustard tuber announced that high-end gift mustard tuber is only sold in Fuling and Chongqing. The reporter conducted an investigation in Fuling City and found that there are a large number of gift mustard tuber, and some real estate companies and government departments are the main buyers.
Only one seller in the city said it was not cost-effective
The main supermarkets in Fuling City are Chongqing Department Store and New Century Department Store, and there is no sky-high mustard tuber. All kinds of mustard tuber brands are on the shelves. The Wujiang brand mustard tuber produced by Fuling mustard tuber mainly includes 185 yuan, 68 yuan, 35 yuan, 30 yuan and other varieties.
The reporter asked about 2,200 yuan of mustard tuber, and the salesperson of New Century Department Store said that it had never been sold.
The reporter finally saw this product in Fuling mustard tuber shop. This green package of "Aquilaria Resinatum Sauerkraut" is placed in the highest position in the window, next to the five-year agarwood 668 yuan, the old mustard tuber 188 yuan, and 200 yuan's gift box, which is for the whole family.
Opening the box, the reporter saw that there were two tubes of mustard tuber in the box, which were packed in exquisite metal utensils and mustard tuber packed in small bags. The most striking thing in the box is a pair of sterling silver bowls and chopsticks.
Just when the reporter asked if it could be cheaper, the salesman actually advised the reporter not to buy this. "It's really not cost-effective." She explained that apart from a pair of silver bowls and chopsticks, it is no different from other old mustard tuber.
Seeing that the reporter was still staring at the agarwood mustard tuber, the salesman said sincerely: "You really need it, I will give you the internal price 1800 yuan." Suspected of corrupt consumption "selling mustard tuber or selling silver"?
According to the salesman of the store, only this store sells agarwood mustard tuber, which is not sold in other stores in Fuling and Chongqing. She has sold several boxes so far. Another salesman also said that it is really not easy to sell, but someone still wants it. Who is buying? Two salesmen said that people from the unit usually buy more, such as real estate developers and tobacco companies, and buy more than a dozen boxes at a time.
On June 30, Huang, the director of Fuling mustard tuber, told reporters that the semi-annual report of the company will be released soon, and it is not convenient to be interviewed and answer questions now. If necessary, interviews can be conducted after the release of the semi-annual report. Regarding the company's construction of high-end mustard tuber, Huang said that it is mainly to meet the needs of certain markets.
In recent years, high-end luxury goods have become more and more popular. Experts and consumers have been calling for strict investigation of over-packaging for many years, which is not only an echo of saving society, but also an indictment of corrupt consumption.
For the sky-high mustard tuber, the reporter observed the concern of public opinion, and most of them questioned its outrageous price: "This year is too crazy, mustard tuber sells bird's nest prices."
It is understood that the current price of medium-sized abalone is about 180 yuan/kg, while Australian abalone is only 300 yuan/kg, but it cannot compete with the sky-high price.
"Is it selling mustard tuber or silverware?" A netizen said, for example, if I give you a box of pickled mustard tuber, I actually give you a high-grade silverware. If there is a department to check whether there is a bribe, I will definitely say that it is mustard tuber. So is such an expensive mustard tuber a corrupt gift?
Chongqing Consumers Association will investigate
In view of the fact that the sky-high mustard tuber may be suspected of commercial fraud, the Chongqing Consumers Association said on July 4 that it would immediately intervene in the investigation and deal with it as an important case.
20 1 April1day, the national standard "Requirements for Restricting Overpackaging of Commodities-Food and Cosmetics" approved by AQSIQ and National Standards Committee was implemented. It is clearly stipulated that the number of packaging layers of food and cosmetics should not exceed three, the packaging void ratio should not be greater than 60%, and the sum of all packaging expenses except initial packaging should not exceed 20% of the sales price of goods.
The reporter saw similar silver bowls and chopsticks in a jewelry store opposite Fuling mustard tuber shop. After 50% discount, 87g silver bowl 1450 yuan, silver chopsticks 690 yuan, the total price is 2 140 yuan. Calculated at half the cost, the value is 1070 yuan.
Is agarwood mustard tuber over-packaged? Guo Zhong, deputy director of the Industrial and Commercial Bureau of Fuling District, Chongqing, said that there are no clear laws and regulations in the country at present, and there is no legal basis for the industrial and commercial departments to investigate and deal with them. However, the industrial and commercial department has called Fuling mustard tuber office, asking for more publicity for enterprises and not over-packaging.
Yu Jun, director of the Complaints Department of Chongqing Consumers Association, told reporters on July 4th that over-packaging of commodities is very common, which is incompatible with a conservation-oriented society, and also increases the burden on consumers, leading to wrong consumption concepts. Yu Jun said that they will immediately investigate and take this case as a key case. If there are problems, they will ask the relevant enterprises to rectify.
Lack of laws and regulations to limit excessive packaging
With the national standards for packaging, the relevant law enforcement departments are unable to restrain and deal with excessive packaging. Dong Jinshi, executive vice president and secretary general of the International Food Packaging Association, said in an interview with reporters on July 6 that the lack of laws and regulations in China led to no basis for investigating over-packaging.
Dong Jinshi said that legally speaking, if the product clearly shows its internal ingredients on the outer packaging, that is, the packaging of high-priced mustard tuber is marked with silver bowls and chopsticks, it is not illegal. But if there is no logo, it is illegal.
However, there is no way to restrain corporate behavior. Dong Jinshi said that at present, there are no laws and regulations specifically regulating commodity packaging in China, but only two national standards: the Compulsory National Standard for Mooncakes, which was implemented on June 1 2006, and the Requirements for Restricting Overpackaging of Commodities-Food and Cosmetics, which was implemented on April 1 2065438. However, the latter is very difficult to define over-packaging and calculate the void ratio of packaging. There are no rigid rules on packaging materials and structures, which leads to more and more types of packaging materials and more complex structures. Moreover, this requirement is only aimed at the general restrictions of enterprises, and there is no penalty clause. After more than a year of implementation, the effect is not optimistic.
Dong Jinshi said that the Regulations on Restricting Overpackaging of Commodities was drafted three years ago, but it has not been implemented so far because of controversy. High-priced mustard tuber or suspected consumer fraud
In view of the phenomenon of sky-high mustard tuber, Nie of Chongqing Perry Law Firm believes that selling this product may be suspected of consumer fraud and false propaganda.
The sky-high mustard tuber is suspected of consumer fraud. Lawyer's view
High-priced mustard tuber or suspected consumer fraud
In view of the phenomenon of sky-high mustard tuber, Nie of Chongqing Perry Law Firm believes that selling this product may be suspected of consumer fraud and false propaganda.
The sky-high mustard tuber is suspected of consumer fraud.
The market price of an ordinary 600g mustard tuber is less than that of 5 yuan. A box of 8-year-old agarwood mustard tuber contains 2 bottles of 600g agarwood mustard tuber and a pair of sterling silver tableware, which can be sold for 2200 yuan. Most of the value is sterling silver tableware, and the price of mustard tuber only accounts for a small part of the price, while the commodity name on the outer packaging is only "agarwood mustard tuber".
According to the "General Rules for Labeling in prepackaged foods", "a special name reflecting the true attributes of food should be clearly marked in the eye-catching position of food labels." Obviously, if the value of the incidental items mixed in the mustard tuber packaging box obviously exceeds the value of the mustard tuber, then the name of this commodity should not be marked as "mustard tuber". Therefore, this behavior violates the provisions of Article 14 of the Standardization Law and Article 33 of the Regulations for the Implementation of the Standardization Law, which seriously deceives consumers and is suspected of fraud.
The sky-high mustard tuber is suspected of false propaganda.
The Anti-Unfair Competition Law stipulates that "false propaganda" is one of 1 1 kinds of unfair competition behaviors, which means that operators make false or misleading propaganda on the quality, production composition, performance, use, producer, expiration date and origin of goods or services through advertising or other means. According to the Interpretation of the High Court on Several Issues Concerning the Application of Laws in the Trial of Civil Cases of Unfair Competition, the definition of misleading false propaganda in this judicial interpretation is: "Product propaganda in vague language or other misleading ways can be regarded as false propaganda if it is enough to cause misunderstanding among the relevant public".
High-priced mustard tuber is actually selling mustard tuber and silver bowls and chopsticks. It goes without saying that what is really valuable is silver bowls and chopsticks. Pushing high-end products: without substance, it will be spurned by the market.
For "high-priced mustard tuber", we must start with the layout of enterprise product lines. The development of Fuling mustard tuber has experienced the transformation from whole cans to fast-moving consumer goods packaged in small bags. Bagged Fuling mustard tuber usually has a specification of about 200 grams, and the retail price is two or three yuan. Judging from the rich product line, the company will naturally design high-end products.
Why is agarwood mustard tuber smashed into a blue bag as soon as it comes out? There is nothing wrong with promoting high-end goods. The mistake is that I didn't do enough homework this time and failed.
Look at the product first. In addition to two cans of mustard tuber, the agarwood mustard tuber box is also equipped with a pair of silver chopsticks and a small silver plate. The product appearance is impeccable. Without this pair of silver gifts, this gift box will definitely not work. Many products want to raise the price to make gift clothes, which has been repeatedly proved to be short-lived, because the appeal of product core value has seriously deviated from the normal track, which is a misjudgment of consumers' deep value orientation.
Second, look at the price. The price of agarwood mustard tuber is said to reach 2200 yuan. According to the manufacturer, a bowl of refined pure silver is about 1020 yuan, a pair of refined pure silver chopsticks is about 927 yuan, * * * is about 1947 yuan, and the remaining "vegetable price" is about 253 yuan, accounting for about 1 1.5% of the gift box value. Anyone who takes the cost explanation of the manufacturer seriously is really stupid. A more reliable method is to use the channel profit rate of the fast-selling industry to push back. If the agarwood mustard tuber takes the shopping mall channel, it is estimated that the shopping mall price is around 1600 yuan, and the dealer price is around 1000 yuan, so the cost must be controlled within 300 yuan. This product really wants to form effective sales in the market, not a price gift. I design its retail price within 500 yuan.
Look at brand packaging. Mustard tuber mustard tuber or that mustard tuber. If you add another pair of silver chopsticks and want to buy them at a high price, it will definitely not be enough. What do we do? You have to tell stories, which is also one of the basic methods of brand packaging. According to the report, it is known that the advertising packaging traces of its copywriting are very heavy, suspected of over-planning, and the rhetoric is gorgeous but there is not much substance.
The planner of Fuling mustard tuber has used all kinds of actions, but he always feels that he has almost everything. What's the difference? It's just the essence. There is an important theory in classical marketing theory: product strength is the first brand strength. As it says, what is the difference between mustard tuber made with great efforts and conventional mustard tuber? This is the key. Whether the nutrients have increased, whether they have any special effects, whether they can prolong life and whether they can prevent and treat cancer, we must dig out and make it clear according to the facts. This is the basis for the existence of high-priced mustard tuber. The principle of developing high-end products is that you can only be a little better than regular products, which makes you much more expensive, but you must have this and stand up to scrutiny. Any act of pushing high-end products without substantial improvement in product strength is hooliganism and will be spurned by the market.
It is difficult for speculators to raise the stock price with sales, but it is ok to try mustard tuber with sky-high price. There are two opinions in the market. One is to create topics and attract attention. At present, this goal has been achieved; Second, increasing profits, raising stock prices and stimulating stock trading are all hype topics. In my opinion, the whole operation of developing agarwood mustard tuber is wrong, and Huang Wei used the sky-high mustard tuber to show that Fuling mustard tuber improved the profit rate and suggested that investors increase their holdings, which is also an underestimate of investors' IQ, which is neither professional nor responsible.