Recently, Beijing Daily Youxian e-commerce Co., Ltd. (hereinafter referred to as “daily Youxian”) was notified by the State Administration of market supervision for selling non-conforming food. It is worth noting that, as a well-known fresh food e-commerce enterprise in China, daily Youxian has been on the “black list” for the third time since this year. With the problems of refund, after-sales service, logistics, delivery, commodity quality, customer service, difficulty in returning and replacing goods, false publicity, big data and so on, the reputation of “daily excellent fresh” is facing crisis. Recently, the official website of the State Administration of Market Supervision issued the notice of the State Administration of market supervision on the unqualified situation of seven batches of food (No. 25, 2020), which was carried out for enterprises including daily excellent fresh food. < / P > < p > according to the notice, the coliform group of xianglashan tablets sold by the daily Youxian company in the daily Youxian (mobile app) and the nominal Xiangyang wojiangyuan Food Co., Ltd. of Hubei Province entrusted by Sichuan Province Chengdu shudaoxiang Food Co., Ltd. did not meet the national food safety standards. The inspection organization is Ningbo Customs Technical Center. According to the public data, coliform bacteria is one of the common indicators of food pollution at home and abroad. If consumers eat food with excessive coliform group, it may cause vomiting, diarrhea and other symptoms, endangering human health. < / P > < p > this is not the first time that Youxian has been reported for selling substandard food. In fact, only this year, this is the third time that the daily gourmet has been named on the “black list” of random inspection. As early as April 24 this year, the announcement on the announcement of Suzhou Municipal Food Safety Supervision and sampling information (issue 16, 2020) was released on the official website of Suzhou Municipal Market Supervision Bureau. According to the announcement, the fresh skin shrimp (specification and model: bulk) (production date: March 5, 2020) operated by Youxian No.1 Branch Company was detected to exceed the standard (detection value) 1 mg / kg; the standard value is ≤ 0.5 mg / kg). < p > < p > subsequently, on September 23, this year, the notice on risk control of unqualified food (issue 18, 2020) released on the official website of Beijing Municipal Market Supervision Bureau showed that the xianglashan tablets (production date: 2020-05-25) operated by “daily Youxian” app and produced by Xiangyang wojiangyuan food Co., Ltd. were found to be unqualified after inspection. < p > < p > it is worth noting that after being notified in September this year for selling the substandard product “xianglashan tablet”, it continued to be notified by the General Administration of market supervision after a month interval. From this point of view, we did not take the unqualified products off the shelves or other rectification actions in time, but continued to sell them. < / P > < p > the daily excellent fresh food has been listed on the black list repeatedly due to the sale of non-conforming food, and has not acted because of the notification from the regulatory authorities. All kinds of behaviors can not help but make people question the importance of food safety and the responsible attitude of consumers. < / P > < p > it is worth mentioning that, according to the enterprise inspection data, daily Youxian has been punished 7 times by Beijing Municipal Bureau of industry and Commerce and other departments since September 2016, with a maximum fine of 200000 yuan. < / P > < p > in recent years, with the upgrading of consumption, the national demand for fresh food is increasing, the fresh e-commerce market has been growing rapidly, the scale of e-commerce users has increased steadily, and the growth momentum of fresh e-commerce is strong. < / P > < p > according to the Research Report on China’s fresh e-commerce industry, since October 2019, due to the promotion of fresh e-commerce, the number of monthly active fresh e-commerce users has increased rapidly. In December 2019, the number of monthly active fresh e-commerce users reached 31.2282 million, an increase of 82.5% year-on-year. Since 2020, affected by the epidemic situation, fresh e-commerce monthly activity has maintained a strong growth momentum. < / P > < p > as a fresh e-commerce platform, users are the profit basis of enterprises. Therefore, fresh e-commerce enterprises have launched a fierce battle around users. Every day Youxian is in the fresh race track, and it is inevitable to compete for user traffic in the crowded market. There are two ways that e-commerce enterprises usually adopt: offline push mode and online users invite new people to get coupons. < p > < p > recently, the “invitation and courtesy” activity on Youxian online has encountered frequent complaints from netizens. According to the complaint information of black cat, the user invited according to the rules in daily Youxian, and the account was blocked and the coupons could not be used. In view of some complaints, black cat complaint shows: “the user has been contacted for communication and handling.” < / P > < p > coupons are one of the means to attract users for daily premium food, but there is a suspicion that big data is “cooked”. Some consumers complain that users who often use the daily Youxian app for shopping get small amount of coupons and less times; while users who use infrequently will get more coupons and get more coupons. < p > < p > < p > uses two mobile phones with different frequency to purchase the same items on the daily premium fresh. There are indeed differences between the two users. The available coupons for daily fresh customers (strangers) who use less frequently are 12 yuan, while those who use daily premium fresh food more frequently (frequent customers) can get a discount of 3 yuan. In comparison, regular customers need to pay 9 yuan more than strangers. < / P > < p > according to the surging news, a group of big data research data shows that among the 262 complaint samples related to the method of killing off cooked products, there are four kinds of big data killing methods: different coupons, different pricing, more price increases, and lower price after buying. Among them, “coupons are not the same” is the first, accounting for nearly 40%. < / P > < p > however, the daily excellent fresh food is suspected of being cooked, which is implemented in the way of “different coupons”. No matter which method is used, consumers buy more, buy more frequently, and have an urgent desire to buy, which may lead to the same result – expensive purchase. < / P > < p > there is no discount for commonly used numbers, but crazy discounts are given for unused numbers. How to protect the legitimate rights and interests of consumers? “Fresh” has not received any reply from investors. < / P > < p > in addition, on complaint platforms such as black cat complaint and cable Suibao, “daily Youxian” has also been complained of problems such as refund, after-sales service, logistics, delivery, commodity quality, customer service, and difficulty in returning and replacing goods. According to the complaints platform of black cat, there are 1711 complaints about Youxian every day; according to the “list of complaints of retail e-commerce since 2020” released by cable Suibao in October, the number of complaints of daily Youxian ranked 23rd in the list of complaints. < / P > < p > according to the public data, the daily excellent fresh was established in 2014 and has a history of 6 years. It is a fresh o2o e-commerce platform with products covering fruits and vegetables, seafood, meat and poultry, milk and snacks, etc. < / P > < p > in the crowded fresh track, the development of daily excellent fresh can not do without the support of capital. According to the data, since its establishment, Youxian Daily has obtained 10 rounds of financing. The investors include Goldman Sachs Group, time capital, Tencent, Tiger Fund, Yuansheng capital, Lenovo Group, etc., with a financing amount of more than 2 billion. Among them, daily Youxian announced in July that it had completed a new round of financing as high as 495 million US dollars, which was the largest financing of fresh e-commerce track so far. < / P > < p > financing is the foundation for the development of fresh e-commerce enterprises. According to the incomplete statistics of Tianyan survey, since this year, more than 10 times of financing have occurred in the field of community group purchase and fresh e-commerce in China, with a total amount of 10 billion yuan. However, financing is not a good medicine to support the survival of enterprises. Yiguo fresh food, the first fresh food e-commerce in China, which has been established for 15 years and after seven rounds of financing of nearly 6 billion, has entered the stage of bankruptcy and reorganization. In addition to fresh fruits, according to incomplete statistics, there are 36 fresh e-commerce brands that have closed down from 2018 to 2019, including Xiaoxiang fresh food, dairadish, etc. < / P > < p > why is it difficult for fresh e-commerce to survive? It is a common phenomenon in this industry that the cost of acquiring customers is higher and higher, the investment of cold chain logistics is larger than that of ordinary e-commerce, and the competition is fierce. According to the data released by the China e-commerce research center, there are more than 4000 fresh e-commerce companies in China. Only 4% of them break even, accounting for 88% of the total losses. 7% of them are huge losses, and only 1% of them are ultimately profitable. And so far, the daily fresh did not disclose the company’s profit data. < p > < p > at present, Ali is pushing for “fresh box horses”, meituan is speeding up the layout of “meituan buying vegetables”, and pinduoduo is launching “buy more vegetables”. Even byte skipping has also sent news of recruiting and buying horses to lay out fresh tracks. With the entry of the super Internet giants, how will the daily Youxian win the battle of breaking through when they are surrounded by strong enemies in the fresh arena with a scale of one trillion yuan market and the word-of-mouth is declining day by day? More Samsung devices can now run Android applications on PC through your phone