FMCG brands from Henan province, from Mixue Bingcheng to POP MART, and from Pang Donglai to Baixiang Foods, have been steadily capturing the attention of both the business world and the public eye.
These moments in the spotlight often lead to scrutiny, as seen recently with Pang Donglai’s Yu Donglai, who publicly considered leaving his company after facing baseless accusations.
Baixiang Foods, a long-standing enterprise, is currently navigating a high-stakes “exam,” much like a crucial college entrance test.
There are no definitive answers, no practice papers, just an onslaught of questions and doubts about the potential fragility of trust.
The core issue is straightforward: consumers noticed that the “Duoban” and “Duobantong” series of Baixiang products used the term “Duoban” (meaning “more than half”) as a registered trademark. The company’s customer service confirmed this, clarifying that the weight of the product was as stated on the packaging. This sparked a wave of public discussion.
In an era dominated by fast-moving trends, Baixiang could have adopted a wait-and-see approach, perhaps relying on trademark regulations. Instead, it chose the most challenging path: treating the public’s concerns as an opportunity for improvement, and turning the scrutiny into a transparent platform.
Instead of defending the trademark, it swiftly revamped its packaging. It eliminated industry loopholes by displaying the weight of the noodles on the product name. Baixiang made a bold move, removing the old packaging within a month, a decision more decisive than some brands’ product recalls. The company swallowed the metaphorical bitter pill.
Baixiang’s actions are a testament to its resilience: the “Duoban” series has been renamed “Noodle Cake 120g,” the “Duoyiban” series has been renamed “Noodle Cake 110g,” and the contentious trademark will be permanently discontinued.
Reports indicate that the company might be writing off millions of dollars.
This might seem like a misstep, but it also demonstrates a level of responsibility that many companies and people will never achieve.
**The “Honest Student” on the Exam: A Courageous Outlier**
For a long time, honesty has been dismissed, and success, ironically, often leads to exclusion, much like a well-behaved child in a classroom.
When the controversy over the “Duoban” trademark arose, Baixiang was in the spotlight. It didn’t evade the issue. Baixiang addressed the issue, and offered a direct solution: renaming “Duoban” to “Noodle Cake 120g” and “Duoyiban” to “Noodle Cake 110g.”
This simple change represents far more than just a name. It’s a declaration of the company’s values.
It might seem ironic that while Baixiang was diligently taking the exam, many observers were likely anticipating its downfall, secretly hoping to gain a competitive advantage, or seeking opportunities to boost their own sales.
Baixiang is not a secretive business, but it has been a quiet force for many years. While the public’s familiarity with the brand may be recent, its journey spans 28 years.
In 2000, when competitors were cutting corners on ingredient quality, Baixiang invested heavily in establishing an independent testing laboratory. Those testing instruments recorded the “health reports” of each batch of raw materials. These reports reflect Baixiang’s “zero major food safety incidents” record for over two decades.
These aren’t merely cold, hard numbers; they’re a dedication to safeguarding a promise built on the company’s hard work and effort.
In 2008, when the industry standard was focused on the basic criteria of “edible,” Baixiang’s team delved into the lab to develop a stricter standard for instant noodles. Behind the 60+ process enhancements were countless nights, engineers with eye strain, and production workers with calloused hands.
**The “Social Points” Behind the Exam: Faith in the Strength of Honesty**
Baixiang’s bravery has set a new standard for the industry. During media scrutiny, the company chose not to defend or deflect, instead choosing to show the weight of its product: “Noodle Cake 120g” and “Noodle Cake 110g”–few words, but incredibly meaningful.
Ask yourself:
Do brands still selling what they claim to be “extra-large” portions dare to display the exact weight on their packaging?
What exactly are the critics on social media protesting?
The “Duoban” incident is a mirror, and also a scale. Consumers will ultimately make the fairest choice by using their wallets. If an honest company is arbitrarily attacked today, then tomorrow, one million or ten million consumers will show their support with their money!
As a netizen said, “This is a small matter, it doesn’t matter, you can have a table with the Mixue Ice and Snow.”
Baixiang’s actions deserve top marks! The extra points are awarded to those who refuse to compromise their integrity in a time of excessive ambition. They do not understand marketing schemes and do not calculate the return on investment; they only know that a false advertising has no place in serving the public.
However, we must also consider that Baixiang’s “exam” is not just for the company itself. This is the standard for the whole industry, even the value orientation of commercial society.
The industry associations should have been the ones to propel this improved standard, however, it is one company, with their own money, is paying for it. What comes next? Can other companies follow suit?
Baixiang’s sincerity is on display in its packaging: “Noodle Cake 120g” – seemingly straightforward but incredibly difficult to implement! These words show the courage to drive the progress of the industry, and it is a testament to the spirit of business.
**The “Ideal Answer” for the Examiners: Pragmatism and Honesty as the True Moat**
For a company striving for longevity, Baixiang’s “exam” will continue. After the rebranding, the criticism might resurface. But Baixiang shows that a strong company is one that acknowledges issues when they appear and reacts decisively. Be like the cockroach, which can’t be killed!
If consumers see the new packaging marked as “Noodle Cake 120g” on the shelf, they will recognize the weight and see the company’s dedication to its mission. This is an important value in business today.
As a netizen noted, “Businesses with good values do not try to deceive the public and consumers. Pragmatism and honesty are your genuine moat… completely getting rid of any potential misrepresentation, which is something that many companies cannot achieve.”
The story behind “Duoban” likely started with anxiety, debates during decision-making, and pressure from rebranding decisions. However, it is essentially a philosophy of survival for an honest company. In this world of calculation, it’s like a clumsy elephant, committed to the path it’s on.
It might not be clever or fashionable, but it knows a company’s “acceptance letter” isn’t earned through trickery, but rather through tireless effort, tears, and even sacrifice.
Just as soldiers defend their homeland with their lives, Baixiang protects its brand with courage. This “exam” of instant noodle weight isn’t just a test for Baixiang; it’s a test of conscience for the entire business world.
Baixiang was born and raised in Henan, the fertile plains that gave it a simple foundation. The spirit of Henan people—a willingness to sacrifice themselves for the benefit of others, a straightforwardness that avoids unnecessary complexities, and a dedication to hard work—is clearly evident in this company.
Just like Henan farmers who value a good harvest, Baixiang is dedicated to what they are doing.
Social responsibility is often “invisible.” It is not always consistent. Social responsibilities are established over time, through actions and investment. Baixiang has used its perseverance over nearly three decades to embody its commitment to social responsibility and courage.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/2014.html
