Analysis of the Impact of Beijing Tongrentang's 'Antarctic Krill Oil' Quality Issue on Investors

The incident occurred on December 20, 2025 (Sunday, Chinese stock market closed), with December 22 being the first trading day [0]. In response to the product quality issue of “Antarctic Krill Oil”, Beijing Tongrentang has taken rectification measures such as issuing an apology, making legal compensation, and launching a “zero-tolerance” special action for brand management. The Shanghai Consumer Council affirmed the company’s rectification attitude but emphasized that the measures must be truly implemented [1].

From market performance, Beijing Tongrentang (600085.SS) had already shown a downward trend in stock price before the incident (5.31% drop in 1 month, 7.70% drop in 3 months). After the incident, the stock price rose slightly by 0.25% on December 22, fell by 1.49% to 32.18 yuan on December 23, and rebounded slightly by 0.54% on December 24 [0]. The company currently has a market capitalization of 43.57 billion US dollars, a price-earnings ratio of 32.19 times, and a good financial situation (current ratio 3.45, quick ratio 1.89) [0].

1. Reputation Risk is the Core Challenge
   : As a century-old brand, Beijing Tongrentang’s brand reputation is a core asset. This quality issue directly challenges consumer trust, and the implementation effect of rectification measures will determine the speed and extent of brand repair [0].
2. Stock Price Fluctuations Need Dialectical View
   : The stock price was already in a downward trend before the incident; whether the short-term fluctuations are completely attributed to this incident needs further verification, but the market’s sensitivity to the company’s reputation issues has been reflected [0].
3. Two Sides of Rectification
   : The company’s positive rectification attitude has been affirmed by regulatory authorities; if the measures are implemented in place, it can become an opportunity to restore trust; conversely, if rectification is ineffective, it may exacerbate reputation and operational risks [1].

• Reputation Risk
  : Quality issues may lead to a decline in consumer trust, thereby affecting product sales [0].
• Operational Costs
  : Rectification measures (such as compensation, brand management optimization) may increase the company’s short-term costs [0].
• Compliance Risk
  : If regulatory authorities find more quality issues, the company may face penalties such as fines [0].

By strictly implementing the “zero-tolerance” special action for brand management, the company has the opportunity to improve its internal quality control system, rebuild consumer trust, and consolidate the brand’s long-term value [0].

This incident has aroused market attention to Beijing Tongrentang’s reputation and operations. Short-term stock price fluctuations reflect investors’ concerns, but their long-term impact depends more on the implementation of rectification measures. As a century-old brand, reputation repair takes time; investors need to continue to pay attention to the company’s rectification progress, market reactions, and changes in operating performance.