Articles by ​任孟瑶

Huiyuan's Road to Revival Remains Long as Hype Fades Again

Recently, Xin Jifei sparked heated discussions about food safety by revealing food additives in short videos. As Xin Jifei deactivated his account and disappeared from public view, the buzz around 'technology and ruthlessness' gradually subsided. This storm affected many brands, with the leading soy sauce company losing nearly 300 billion yuan, while Huiyuan Juice, the former 'national beverage', gained renewed popularity thanks to Xin's positive comments. Within just over ten days, Huiyuan's official flagship store gained nearly 340,000 followers on a short-video platform. This is not the first time Huiyuan has been boosted by traffic. Last year, during the severe floods in Henan, Huiyuan, on the brink of bankruptcy, still donated goods worth millions, making it another domestic brand supported by 'irrational consumption' after Erke and Baixiang. However, as the hype cools and consumers become rational, the brand gradually returns to its original position. Clearly, fleeting traffic can bring exposure and sales spikes but cannot truly revive Huiyuan.