Introduction:Recently, several celebrity-backed beverage brands have been subject to compulsory enforcement by the courts, including “Ben Gong De Cha” founded by Hu Haiquan and “Tian Ran Dai Milk Tea” endorsed by Guan Xiaotong. These incidents have not only sparked heated discussion among netizens but also prompted the public to reconsider: can star power truly sustain a brand in the long run? This article delves into the background of the events, legal responsibilities, and the realities of brand management.
Recently, Weibo’s hot search has frequently featured negative news about celebrity-associated beverage brands. Among them, “Ben Gong De Cha,” co-founded by Hu Haiquan, was listed as a dishonest judgment defaulter for failing to comply with a court ruling, while “Tian Ran Dai Milk Tea,” once endorsed by Guan Xiaotong, was also added to the enforcement list, involving an amount as high as 1.3 million yuan. These events quickly sparked online discussions, with many netizens beginning to reflect: can the aura of celebrities truly support the sustainable operation of a beverage brand?
First, let’s focus on the “Ben Gong De Cha” incident. According to publicly available information, the brand’s associated company—Guangzhou Ben Gong Catering Service Co., Ltd.—was officially listed as a dishonest judgment defaulter for having the ability to pay but refusing to fulfill obligations mandated by the court. The original plaintiff and defendant had signed a cooperation agreement, which was later terminated, and the court ruled that the company must refund a total of 70,000 yuan in partnership usage fees to the plaintiff in two installments before August 25, 2023. However, the company failed to meet this deadline, leading the plaintiff to apply for compulsory enforcement.
As the legal process progressed, on September 6, Zheng Quan, the legal representative of the company, was restricted from high consumption, and subsequently on September 15, he was officially added to the list of dishonest entities. Many netizens expressed shock in their comments, saying: “I used to see this brand often, how did it suddenly end up like this?” Some consumers recalled: “I used to drink it quite often, but now it seems investing in a brand really can’t be based on appearances alone.”
It is worth noting that although “Ben Gong De Cha” is a brand co-founded by Hu Haiquan in 2015, according to corporate equity change records, Hu Haiquan’s investment company—Guangzhou Jiangquan Investment Co., Ltd.—officially withdrew from its shareholder position in January 2024, with an original stake of 44%. As a result, some netizens joked: “He divested over half a year ago, can it still be blamed on him?”
On the other hand, “Tian Ran Dai Milk Tea,” endorsed by Guan Xiaotong, has also been embroiled in similar controversy. Media reports indicate that Chengdu Tian Ran Dai Catering Management Co., Ltd. recently had a new enforcement case added, with the involved amount also drawing attention. In the early stages of the brand’s establishment, Guan Xiaotong served as the brand’s “store manager,” not only participating in the shooting of promotional posters but also appearing in multiple advertisement videos, bringing considerable exposure to the brand. In terms of shareholding structure, the company is indirectly held by Guan Xiaotong’s father, Guan Shaozeng, through an associated enterprise, with a 35% stake.
After the incident came to light, Guan Xiaotong’s studio quickly issued a statement and publicly released the court civil ruling, clarifying: “The execution information related to this case is not associated with Ms. Guan Xiaotong. We ask all sectors to comment prudently and avoid spreading misinformation or defaming or insulting Ms. Guan Xiaotong.” However, for the general public, since the brand image has long been closely tied to Guan Xiaotong, many still believe the brand’s issues are inseparable from its endorser.
Many netizens commented: “I joined the franchise because she was the store manager, and now you say she’s not involved?” “Celebrity endorsements are a source of confidence, but when things go wrong, they distance themselves—what are consumers supposed to think?” However, some attentive netizens have reviewed the content of the ruling, pointing out that legally, Guan Xiaotong is indeed not the direct responsible party, and the brand’s liabilities should be borne by the operating entity.
These two incidents show that even with celebrity backing or founding, beverage brands still face real challenges such as market competition, operational management, and legal compliance. Star power may bring traffic and attention during the initial market entry phase, but without solid product quality, supply chain management, and customer service, it is difficult for a brand to achieve long-term success.
Industry insiders point out that the beverage market is highly competitive, and every detail—from ingredient selection and roast level to brewing parameters—affects the final flavor profile. For example, the specialty coffee sector emphasizes extraction stability and flavor consistency, and beverage brands similarly need to focus on ingredient quality control and standardized production processes to earn long-term consumer trust.
In summary, while celebrity involvement in brand operations can bring short-term effects, the sustainable development of a brand ultimately depends on the product’s essence and the professional capabilities of the management team. For consumers, when choosing a beverage brand, in addition to looking at brand recognition, more attention should be paid to product quality and service reliability; for investors, it is necessary to rationally assess the operational strength behind the brand and avoid being misled by temporary star glamour.
The above content is compiled by CoffeeHunters, a coffee news website.
