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Extract 10% Funds To Restore Production? Regret Of YISHION Marketing

2008/4/20 15:30:00 173

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Extract 10% Funds To Restore Production? YISHION Marketing Regret.

The event that attracted most public attention is probably the 08 year March 14th incident of "beating and burning" in Lhasa. In this incident, YISHION clothing store located in Beijing middle road of Lhasa was set ablaze, and 5 clerks were killed.

After the incident, the Tibet Autonomous Region government gave 200 thousand yuan pensions to each of the victims. The YISHION group, headquartered in Humen, Dongguan, organized more than 3000 nationwide stores to donate more than 1 million 500 thousand yuan in 8 days. In addition to the 10% set aside to help damaged shops to resume production, the remaining 1 million 350 thousand have been donated to 5 victims' families, 270 thousand yuan per person.

This is the response measures taken by YISHION after the incident. Let's not say that YISHION chooses 10% of the donations from donations to restore production. It is a marketing opportunity to miss a rare event.

On the face of the incident, YISHION seems to have had a huge disaster.

But behind the disaster is huge business opportunities.

The reason why the incident has become an event is that it has attracted the attention of the general public. In the marketing process, it is a very important part to gather the public's attention. As a victim of the incident, YISHION is also one of the targets of public concern. It can be said that having a large audience of the masses, only needs to bring the public's attention to the positive side, can set up a glorious positive image.

But YISHION didn't take advantage of this incident, instead, it launched a store to concentrate money on the families of the victims.

Compensation for the families of the victims is reasonable, but the company has drawn 150 thousand of the money from the charity to "restore production". The impact of the 150 thousand is far more striking than the 1 million 500 thousand donation. The public's feelings at this moment are sympathetic to the victims. YISHION's withdrawal from the donation amounts to 150 thousand, which is 150 thousand deducted from the victims' compensation, which has caused great public indignation. Even the Internet can even be seen to launch a boycott of YISHION's postings, and the company's image has also been greatly reduced.

In fact, if YISHION can recognize the seriousness of the incident and adopt another way of dealing with it, the consequences may not be so bad.

After the 1. incident, the first time an emergency team was set up to go to Lhasa to understand the incident and properly handle the aftermath to comfort the families of the victims.

2., a press conference was held to severely condemn the Darai group's acts of violence for splitting the motherland in the name of the company and firmly support the territorial integrity and unity of the motherland.

And 1 million 500 thousand donations can be distributed to the families of the victims on the spot.

Finally, it shows to the media that the company's determination not only will not withdraw from the area, but will increase investment here and support the construction of Tibet.

In this way, a patriotic, benevolent and fearless company will go deep into the hearts of the people.

Only event marketing has its special timeliness. If we miss this opportunity and miss the opportunity to set up an image, why not regret it?

//cn.daxia123.