A brewing controversy in China’s retail sector has exposed a deepening rift between value-driven discounters and the industry's high-service idols. Ma Xintong, the outspoken founder of the 'Discount Bull' (Zhekou Niu) supermarket chain, recently took to a livestream to defend his company’s provocative advertising slogans. The billboards in question, which state that the brand 'cannot provide freedom and love' but focuses instead on 'saving money for the people,' were widely interpreted as a direct jab at Pang Dong Lai, a regional retail giant celebrated for its cult-like devotion to employee welfare and customer service.
Pang Dong Lai, based in Henan province, has achieved legendary status in China for its 'Freedom and Love' philosophy, which includes high wages, extensive holidays, and an almost fanatical level of customer care. This success has turned the company into a national benchmark, often making it the involuntary yardstick against which all other Chinese retailers are measured. Ma Xintong’s rebuttal highlights a growing exhaustion among entrepreneurs who feel pressured to emulate a business model that may not be financially viable for low-margin discount operations.
During his livestream, Ma questioned why every supermarket must follow the same cultural script, noting that the environment has become so polarized that refusing to adopt Pang Dong Lai’s specific values feels like 'becoming an enemy of the people.' He argued that his slogans have been in place for three years and were born out of frustration with constant, unfavorable comparisons. By positioning 'saving money' as a counter-narrative to 'extreme service,' Ma is attempting to carve out a legitimate space for the hard-discounter model in a tightening economy.
The dispute has now entered the legal arena, as Pang Dong Lai’s legal department is reportedly reviewing the slogans for potential commercial defamation. While 'Freedom and Love' is a registered trademark for Pang Dong Lai, legal experts suggest that the phrasing used by Discount Bull may constitute unfair competition by 'pulling down' a competitor to elevate oneself. This clash highlights the tension between the 'emotional value' economy championed by premium retailers and the 'efficiency-first' reality of China’s burgeoning discount sector.