Xiaoxiandun fined ¥200,000 for '11 false claims' on its bird's nest products

Xiaoxiandun, the celebrity-endorsed 'fresh bird's nest' brand backed by 章子怡 and 陈数, grew fast on a story of premium, meticulous sourcing. On 29 April 2021 the Beijing Chaoyang District Market Supervision Administration issued a penalty covering 11 separate false-advertising facts, fining the company ¥200,000 and issuing a warning.

The regulator detailed four of the eleven. On Tmall the brand's product pages claimed '即食燕窝原料：燕盏' while the factory actually mixed 燕盏 and cheaper 燕条. For its 70g fresh nest, the parameter page showed dry-nest content as '2.5g(含)-5g(不含)' while the actual dosing was a flat 3.5g a bottle. And on its JD flagship store from May 2019 to June 2020 the product origin was labelled Indonesia when the goods were actually made in Langfang, Hebei — first 固安, then 霸州.

Beyond the label inconsistencies, the brand had promoted vague wellness claims — that bird's nest 'protects the ovaries, promotes cell regeneration, boosts immunity and balances hormones' — claims experts said outran the evidence, noting the nutritional value of the product was comparable to an egg or ordinary meat while the efficacy claims were drawn from animal experiments.

Responding on 13 May, Xiaoxiandun called the penalty a matter of 'imprecise promotion' on e-commerce platforms, said it had combed and corrected its public listings, and updated the 70g fresh-nest labels to state 3.5g of dry nest a bottle. The fine did not slow it: the brand kept fundraising and kept its celebrity backers.