The reporter asked to see the place 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 that the jars were all buried in the water. The reporter saw that this weir pond is about four acres, and 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, with the words 2002 and 2003 written on it. The villagers said that under the buoy is the jar, and the numbers represent 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 the deep-water kiln every year since 200 1 year. 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 the agarwood mustard tuber in the kiln of 200 1 year, which has a history of six years. " Did this weir really sink 4800 jars of mustard tuber?
Shijiang Li, president of Qunxing Village Third Society, was the person who personally organized the villagers to sink the jar. On June 29, he told reporters that in 200 1 year, he organized seven or eight people to go down to the jar, 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 is convinced that there were 650 altars at that time. "Because we have to settle the wages for the workers, it is very clear when we finally settle the bill." In 2002 and 2003, it was played again, but only more than 200 altars were played each time. In other words, more than 1000 altars were put down.
Shijiang Li also worked as a "jar maker". "The jar is tied with a rope under the buoy in the weir pond, and the rope is directly pulled up by sitting on the bamboo raft." He remembers pulling 200 altars in 2007, which is about 10 tons. After that, it seems that I haven't pulled the jar again. According to public information, Fuling mustard tuber factory was built in Xincun Township in 200 1 year for high-grade mustard tuber processing. On June 29th, national business daily reporter found this mustard tuber factory at the intersection of Xincun Township and Fuling City.
The factory is small, and the "Admission Notice" sign at the door says that you are not allowed to enter the factory and pay attention to hygiene without permission. With staff guarding the door, 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 of this place for producing high-grade pickled mustard tuber is very simple. There are various pickled mustard tuber jars in the empty factory building, and a shallow pool with seasoning of about 16 square meters is placed near the main entrance, where the red pepper seasoning exudes attractive fragrance. Several large pots next to it are also filled with red spices, and there is a wooden staircase with a dirty towel on it.
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 there were three complete circular cobwebs hanging from a window of this high-grade mustard tuber workshop. Pickled mustard tuber is more expensive than abalone salesman said "it's not worth it"
The research report of CITIC Securities stirred up a thousand waves like a stone, subverting people's views on mustard tuber. A box of mustard tuber actually exceeded 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 filled with 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 store. This green package of "agarwood mustard tuber" is placed in the top position of the window, along with 5-year-old agarwood 668 yuan, old mustard tuber 188 yuan, and 200 yuan, a gift box 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 there were mustard tuber packed in small bags. The most eye-catching 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 worthwhile." She explained that except for a pair of silver bowls and chopsticks, it is no different from other old mustard tuber.
Seeing the reporter still staring at the agarwood mustard tuber, the salesman said sincerely: "You really need it, I will give you the internal price of 1800 yuan." Suspected of corrupt consumption "selling mustard tuber or selling silver"?
According to the salesman of the store, only this store has agarwood mustard tuber for sale, but other stores in Fuling have not sold it, and Chongqing has not sold it. She has sold several boxes so far. Another salesman also said that it was really hard to sell, but some people came to ask for it. Who is buying? Two salesmen said that it is usually people from the unit who come to buy more, such as real estate developers and tobacco companies, and they buy more than ten boxes at a time.
On June 30, Huang Zhengkun, the director of Fuling mustard tuber, told reporters that the semi-annual report of the company will be released soon, and it is inconvenient to accept interviews and answer questions now. If necessary, you can interview after the semi-annual report is released. Regarding the problem of the company building high-end mustard tuber, Huang Zhengkun said that it is mainly to meet the needs of certain markets.
High-end luxury gifts have become increasingly popular in recent years. Experts and consumers have called 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 concerns of public opinion, and most of them questioned its outrageous price: "This year is too crazy, and mustard tuber is sold at the price of bird's nest."
It is understood that at present, the selling price of medium-sized abalone is about 180 yuan/kg, while that of Australian abalone is only 300-400 yuan per kg, but it can't compete with the sky-high price for mustard tuber.
"Is it selling mustard tuber or selling silverware?" A netizen said, for example, when I gave you a box of pickled mustard tuber, I actually gave you a high-grade silver utensil. If there is a department to check whether there is a bribe, I will definitely say that it is a 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.
On April 20 10/day, the national standard "Requirements for Restricting Over-packaging of Commodities-Food and Cosmetics" approved by the General Administration of Quality Supervision, Inspection and Quarantine and the 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 costs 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 store. After 50% discount, the 87-gram silver bowl 1450 yuan and silver chopsticks 690 yuan cost 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 Fuling District Administration for Industry and Commerce in Chongqing, said that there are no clear laws and regulations in the country at present, so there is no legal basis for the investigation and punishment of the industrial and commercial departments. However, the industrial and commercial department has called the 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 and leads to wrong consumption concepts. Yu Jun said that they will immediately launch an investigation and take this case as a key case. If the problem exists, they will ask the relevant enterprises to rectify it.
Lack of laws and regulations to limit excessive packaging
With the national standards for packaging, the relevant law enforcement departments are unable to restrict 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 has led to the situation that there is no basis for investigating excessive packaging.
Dong Jinshi said that legally speaking, if the product clearly shows its internal composition on the outer packaging, that is, the package of high-priced mustard tuber indicates that there are silver bowls and chopsticks, it will not violate the rules. But if there is no logo, it is illegal.
However, there is no way to restrict corporate behavior. Dong Jinshi said that at present, there are no laws and regulations specifically regulating commodity packaging in China, and there are only two national standards: the Compulsory National Standard for Mooncakes, which was implemented on June 1 day, 2006, and the Requirements for Restricting Overpackaging of Commodities-Food and Cosmetics, which was implemented on April 1 day, 20 10/day. However, the latter's definition of over-packaging and calculation of packaging void ratio are very difficult to operate; There are no hard and fast rules on packaging materials and structures, which leads to more and more types of packaging materials and more complicated 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 Fenglei 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 point of view
High-priced mustard tuber or suspected consumer fraud
In view of the phenomenon of sky-high mustard tuber, Nie Fenglei 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 pure silver tableware, which can fetch 2,200 yuan. Most of the value is pure silver tableware, and the price of mustard tuber accounts for only 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", "Special names reflecting the true attributes of food should be clearly marked in the eye-catching position of food labels." Obviously, if the value of incidental items mixed in the mustard tuber packaging box obviously exceeds the value of 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.
According to the Anti-Unfair Competition Law, "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 components, performance, use, producer, expiration date and origin of goods or services by advertising or other methods. According to the Interpretation of the High Court on Several Issues Concerning the Application of Law in the Trial of Civil Cases of Unfair Competition, the definition of misleading false propaganda in this judicial interpretation is as follows: "Any product propaganda in ambiguous language or other misleading ways that is enough to cause misunderstanding among the relevant public can be considered as false propaganda".
The high-priced mustard tuber promotes mustard tuber, but it is actually selling mustard tuber and silver bowl chopsticks. What is really valuable is silver bowl chopsticks, which is self-evident. Pushing high-end products: without substance, it will be spurned by the market
For the "sky-high mustard tuber", we must start from the layout of enterprise product lines. The development of Fuling mustard tuber has experienced the transformation from the whole jar to the fast-moving consumer goods packaged into small bags. Bagged Fuling mustard tuber usually has a specification of about 200 grams, and the retail price is two or three yuan. From the perspective of rich product lines, the company will naturally design high-end products.
Why was agarwood mustard tuber smashed into a blue bag as soon as it emerged? There is nothing wrong with promoting high-end goods. The fault lies in not doing enough in this homework and failing it.
Look at the product first. The agarwood mustard tuber box is equipped with a pair of silver chopsticks and a small silver dish besides two cans of mustard tuber. The appearance of the product is impeccable. Without this pair of silver gifts, this gift box will definitely not work. Many products want to raise the selling 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, see the price. The price of agarwood mustard tuber is said to reach 2200 yuan. According to the manufacturer, a refined bowl of 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 about1kloc-0/.5% of the gift box value. If anyone takes the manufacturer's cost explanation seriously, it's really stupid. A more reliable method is to use the channel profit rate of the fast-selling industry to push backwards. If the agarwood mustard tuber takes the channel of shopping malls, it is estimated that the price of shopping malls will be around 1600 yuan and that of dealers will be around 1000 yuan, so the cost must be controlled within 300 yuan. This product really wants to form effective sales in the market, instead of giving gifts at a price tag, I design its retail price within 500 yuan.
Look at the brand packaging. Mustard mustard tuber is still the same mustard tuber. If you add a pair of silver chopsticks, you want to buy high prices, which is definitely not enough. What should 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, which is suspected of being over-planned, and the rhetoric is gorgeous but there is not much substance.
The planners of Fuling mustard tuber have used all kinds of actions, but they always feel that they are almost anything. 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 is said, what is the difference between the mustard tuber made with great efforts and the conventional mustard tuber? This is the key. Whether the nutrients have increased, whether it has any special effects, whether it can prolong life, or whether it can prevent and treat cancer, we must dig it out based on facts and make it clear, which 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 conventional 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 very difficult for speculators to raise the stock price with sales, but it is possible to try it with the sky-high mustard tuber. There are two kinds of opinions in the market. One is to create a topic and attract attention. At present, this goal has been achieved; The second is to increase profits, raise stock prices and stimulate stock trading, all of which are hype topics. In my opinion, there is a mistake in the whole operation of developing agarwood mustard tuber, and Huang Wei used the sky-high mustard tuber to explain that Fuling mustard tuber improved the profit rate and suggested that investors increase their holdings, which is also an underestimate of the IQ of investors, which is neither professional nor responsible.