Reporter | Editor Zhao Xiaojuan | Ya Hanxiang 1

"It's not fake, the audience can buy from as low as 1 yuan", this is the theme of the seafood vertical e-commerce brand "Weiku Seafood" at the JD.com Double 11 Global Goods Festival.

"Lightning delivery, compensation for death" is the store's commitment to the hot-selling Boston lobster products. In the live broadcast room of the Weiku Seafood Jingdong flagship store, the female anchor shouted very hard, "The second one is only 79 yuan, through the live broadcast. There are more discounts for purchases in between..." What's more exaggerated is the black tiger prawns, 3 boxes of 12-20 black tiger prawns (600 grams) only cost 79 yuan, and the price of a box is even lower than the price of a cup of milk tea.

Weiku Seafood Double 11 promotion page and live broadcast screenshot

Other frozen seafood stores are equally enthusiastic. Almost every one of them has set up live broadcasts for several hours and provides customers with various test reports at any time. But the lively live broadcast room attracted not many "tailers". By 4 p.m. on November 11, the live broadcast room of Weiku Seafood was a little deserted, and only more than 2,200 people watched it.

Since November, the new crown epidemic in Dezhou, Shanxi, Taiyuan, and Tianjin cannot bypass the keyword of cold chain food packaging. In this way, consumers' enthusiasm for purchasing frozen seafood products has dropped to freezing point.

Captain Xianxian’s flagship store directly marks “passed nucleic acid testing” in front of imported frozen commodity names such as Vietnamese black tiger prawns, frozen mackerel, French silver cod, etc., and pastes the nucleic acid testing report of each product directly to the product owner. Figure location.

The Ocean Family flagship store, which is more well-known on Tmall, also emphasizes in the product description that the nucleic acid test report is complete. For example, the store posted a list of the nucleic acid detection of the new coronavirus of the product. The harvesting date of 2 Argentine red shrimp was November 2019, the production date of 4 white shrimp was February-May 2020, and the sampling date was July 2020. month, the results were negative. The customer service of the store told Jiemian News that due to the impact of the epidemic, no new products have been purchased. Since the shelf life of Argentine red shrimp is 24 months, the current sales are all previous stocks.

The epidemic situation of imported frozen products, especially since the packaging of salmon and Ecuadorian white shrimp since June this year was detected to have the new crown virus, some consumers are faced with imported seafood and frozen products. The freezing area of ​​​​is rarely set foot.

At present, consumers are still afraid of imported frozen food, especially seafood. A Beijing consumer told Jiemian News that she used to buy cod fish for her children at Sam's Jingdong flagship store, but recently it was replaced by East China Sea hairtail, because she saw news that the outer packaging of imported frozen food was detected with the new coronavirus, even if the business could Provided the test report, she was still a little scared.

Qin Yuming, secretary general of the Cold Chain Logistics Professional Committee of the China Federation of Logistics and Purchasing, said in an interview with the media on November 9 that it is difficult to judge because the imported frozen food from abroad has a long chain to enter the domestic market, and involves many links and operators. Where did the specific virus come from or where it was judged to be contaminated.

He also said that further in-depth analysis of the relevant departments is needed to determine the specific and possible pollution links. In terms of preventing the virus on the outer packaging of frozen food, the customs and other relevant departments have deployed strict inspection, disinfection and control measures. At the same time, the entire cold chain logistics industry is also paying attention to virus elimination and other links, especially for imported food.

At the end of October, Beijing issued the "Notice on the Promotion and Application of the Beijing Cold Chain Food Traceability Platform", requiring that from November 1 this year, imported refrigerated and frozen meats, frozen meats and meats that have not uploaded product traceability data in accordance with the "Beijing Cold Chain" management requirements. Aquatic products, the city's imported cold chain food production and operation units shall not purchase, sell or use.

In offline stores such as Hema and Yonghui, Jiemian News noticed that merchants have placed Beijing cold chain publicity boards on the shelves of imported frozen seafood, beef and mutton products. Scan the QR code above to obtain specific products. traceability information.

Hema Beijing store, the top left of the picture is the QR code for cold chain traceability. (Photo shooting: Zhao Xiaojuan)

Some companies that originally focused on imported seafood have begun to increase their domestic seafood business. Salmon importer Joyvio is such an example.

Joyvio, which was less direct-to-consumer before, tried to reach consumers directly from its role as a channel supplier. Joyvio’s seafood retail brand “Joyvio Fresh” entered JD.com, Tmall, etc. in August this year. On the platform, in addition to the main concept of direct supply from factories such as arctic sweet shrimp and silver cod, Joyvio has added Zhoushan bamboo shrimp, Zhoushan hairtail and other categories. At the end of October, Joyvio Foods also released "Joyvio Guochao" in Zhoushan. Seafood gift box", the purpose is to start exploring the road of domestic seafood quality. However, the sales of domestic seafood on Joyvio's online platform is not outstanding, and the top three sales are still imported seafood.

Sam's Club, which has a number of popular imported seafood products, recently launched a "Hot Pot Festival" theme event in order to dispel consumers' concerns, and displayed the seafood categories suitable for hot pot with hot pot ingredients, such as "I love fish Norway". "Arctic cod slices", "Haitianxia squid flower", "Delicious shrimp slippery" and so on. Walmart also strictly controls the delivery standards and requires suppliers to attach nucleic acid test reports with the goods. At the same time, the product structure was quickly adjusted and more traceable seafood products were launched.

A salmon merchant in Hema Beijing also thought of a similar approach. The merchant told Jiemian News that they would mature the salmon on some salmon sushi, and start a buy-one-get-one-free promotion every day in the afternoon. Quarantine reports are placed in a prominent position on the counter and remind customers that they can check their reports at any time. Even on the Hema app, they strive for top advertising spots and product categories that match the double 11 hot words.

However, customers are still not buying it, and the effect is not so obvious at present.

"From March to June this year, sales have recovered quite well, but after June, salmon products were taken off the shelves for more than a month. Since they were put on the shelves in August, until now, the turnover has not even been half of the previous level. Salmon, fish roe, Sushi products are all affected." The merchant revealed that as long as they don't lose money this year, it would be good. Regarding Double 11, the merchant said with emotion that "the excitement is theirs". At present, he is most worried about how to reduce the amount of discarded salmon products every day.