Jingtian, known as the "aristocrat in the water", was slapped in the face again because of the water quality. On January 8, a reporter from Beijing Business Daily learned from the Beijing Municipal Administration for Market Regulation that the recently released sampling results showed that 10 batches of 820 batches of products were unqualified, of which Beijing Jingtian Food and Beverage *** hereinafter referred to as "Beijing Jingtian") produced "Jingtian" drinking water was detected Pseudomonas aeruginosa does not meet the national food safety standards. According to incomplete statistics, from 2022, in less than two years, Jingtian has been notified by the regulatory authorities at least twice for Pseudomonas aeruginosa being unqualified.
The quality of pure water has been questioned, and the natural mineral water track where Jingtian's "Baisui Mountain" is located is also under attack. In recent years, Nongfu Spring, C'estbon, Kunlun Mountain and other water enterprises have launched a fierce attack on the mineral water track, on the other hand, Jingtian's high-end brand "blairquhan" launched for many years has not yet splashed in the market, and the marketing routine of occupying the minds of consumers by relying on "water aristocracy" for many years has also been exhausted, and under the siege of water industry giants, it is quite difficult for Jingtian to fix income.
Three times in two years, the sampling inspection failed.
On December 13, 2023, the announcement (Issue 73 of 2023) issued by the Beijing Municipal Administration for Market Regulation on food safety supervision and sampling information shows that in accordance with the requirements of laws and regulations such as the Food Safety Law of the People's Republic of China, as well as the city's food safety supervision and sampling plan and corresponding sampling rules, a total of 820 batches of sugar, vegetable products, bee products, edible agricultural products, frozen drinks, meat products, pastries, beverages, and tableware were sampled. According to the national food safety standards and relevant national regulations, 810 batches were qualified and 10 batches were unqualified.
Among them, Jingtian's 1 batch of "drinking water" was unqualified by sampling, its nominal trademark is "Jingtian", the name of the nominal production enterprise is "Beijing Jingtian Food and Beverage", the address of the nominal production enterprise is "Xuebel Science and Trade Industrial Zone, Qiantaowa Village, Nankou Town, Changping District, Beijing", and the name of the sampled unit is "Beijing Yuxiang Ruitong Hui Commerce and Trade *** Specification Model is "18".9L barrel", the quarantine date of production, processing, purchase and quarantine is "2023 8 13", and the unqualified items are "Pseudomonas aeruginosa (CFU 250ml)||9”。
In the description of the unqualified items issued by the Beijing Municipal Administration for Market Regulation at the same time, it said, "Pseudomonas aeruginosa is a conditional pathogenic bacterium, widely distributed in all kinds of water, air, normal people's **, respiratory tract and intestines, etc., easy to survive in humid environments, has strong resistance to disinfectants, ultraviolet rays, etc., and has health risks for people with weak resistance." The National Food Safety Standard for Packaged Drinking Water (GB 19298) stipulates that Pseudomonas aeruginosa shall not be detected in 5 individually packaged drinking water of the same batch".
According to incomplete statistics, from 2022 onwards, Jingtian Group has been notified by the regulatory authorities twice for Pseudomonas aeruginosa. In January 2022, the Hubei Provincial Health Commission issued a notification letter to the Market Supervision Bureau, stating that bottled drinking water labeled "Jingtian" was detected to be contaminated with Pseudomonas aeruginosa;In May 2023, the Fujian Provincial Administration for Market Supervision announced that the packaged drinking water produced by Jinghuashan Ecological Water *** in Putian City on October 18, 2022, Pseudomonas aeruginosa did not meet the national food safety standards, and the sales unit was Yuanzhixin Bottled Water Store, Chengxiang District, Putian City.
The gold content of water quality is discounted.
As a well-known brand in the water industry, Jingtian has repeatedly planted on the "Pseudomonas aeruginosa" project, which greatly reduced the gold content of its "water aristocracy".
In the domestic water industry, Jingtian has the largest source of natural mineral water, mainly in Luofu Mountain, Huizhou, in addition to Yichun, Jiangxi, Conghua, Guangdong, Pujiang, Chengdu, Italy, Fiji and other places have built production bases. According to the official website of Baisui Mountain, its "natural mineral water" has a mining license water source, the water quality is safe, and it contains natural minerals that can be directly drunk, "Baisui Mountain never uses surface water. Because the surface water is polluted by acid rain, pesticides and other organic matter to varying degrees, the water source of Baisui Mountain is hidden in the rock fissures hundreds of meters deep under the mountains."
However, not all Jingtian's products come from these water sources, such as Beijing Jingtian, which was detected with Pseudomonas aeruginosa, is using its own water source, but it is only labeled with the trademark of "Jingtian". The relevant person in charge of Beijing Jingtian also said that it was very "wronged", "Beijing Jingtian is a brand authorized factory of Jingtian, and the unqualified products were sampled this time, mainly in the circulation field, and other products of the same batch were qualified." The person in charge also said, "After the company's investigation, it is the water shop in the unloading process that the product has fallen, resulting in the loosening of the product barrel mouth and leakage, under normal circumstances, the company requires scrap treatment, but the water shop is sold in front of qualified products after unauthorized treatment, and the company has seriously dealt with the relevant personnel of the water store." ”
Fu Xuejun, co-founder of the Communication Planet APP, said that there is a gap between Jingtian's promotion of the brand image and the actual product quality, "The water source of Jingtian's authorized factories in many places is actually made of local materials, which is a certain gap with the water quality of its claimed 'aristocracy'." Enterprises may have management negligence in the production process, resulting in water quality not meeting national food safety standards. These problems may stem from the company's cost control, production process management, and regulatory supervision."
Giants besieged. As early as 2007, Jingtian repositioned Baisui Mountain to start the high-end mineral water market, which has continued to this day. Baisui Mountain has successfully occupied the minds of consumers with the image of "water aristocrat", and its flaunted concept of "natural mineral water" is different from the natural water track that the giants have been operating for a long time.
The development of natural mineral water is expensive and long-lasting, and it is difficult to make a profit in the short term, which is why many water companies are reluctant to develop mineral water. In recent years, with the improvement of people's pursuit of quality life, natural mineral water has been more and more recognized by the market, attracting industry giants to compete for layout and form a siege on Baisui Mountain.
Since the 2 yuan ** belt is occupied by Nongfu Spring and Cestbon all year round, the market is relatively solid;The 4 yuan ** belt has not yet become the mainstream consumer market, so various brands have made efforts to 3 yuan water. In 2021, Nongfu Spring launched Changbai Snow Natural Snow Mountain Mineral Water, announcing that it would enter the 3 yuan ** belt;In 2022, Yuanqi Forest will launch mineral natural mineral water, which will also set the retail price at 3 yuan;In the same year, Cestbon also launched the natural mineral water "Cestbon Dew".At the beginning of 2023, Jinmailang developed its strength through low-end water and Liangbai, and launched "Jinkuang" mineral water, realizing the coverage from 1 yuan water to 3 yuan water.
In addition, high-end mineral water brands such as Evergrande Ice Spring, Kunlun Mountain, and Evian have also "lowered their bodies" and moved closer to the 3 yuan ** band. As early as 2015, Evergrande Ice Spring announced that the price of its products would be reduced, and now it has dropped to about 3 yuan;Evian has also been lowering ** in the past two years, and the 330ml package has dropped to around 3 yuan;The mineral water of Kunlun Mountain Snow Mountain has dropped from 5-6 yuan to about 4 yuan, and it can even be reduced to 3 yuan during the event.
Jingtian did not stick to the 3 yuan ** band, but also tried to attack the high-end market, and launched a sub-brand blairquhan (Benlaiwang), which uses a unique glass bottle design to distinguish it from ordinary plastic. Jingtian said, "Blairquhan is named after the best product of Jingtian Group's drinking water family, and Blairquhan will be a high-end mineral water brand created by Jingtian." However, some consumers said on social platforms, "The bottle is very rich, but the taste is like ordinary soda." ”
Lai Yang, a member of the expert committee of the China General Chamber of Commerce and executive vice president of the Beijing Business Economics Association, believes that the competition for drinking water should also jump out of the red sea, and some brands are overly dependent on advertising investment, while consumers are becoming more rational and value intrinsic quality and value.
Beijing Business Daily reporter Kong Wenxie.
Screenshot of the official website.