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"Infernal Affairs" Public Relations Marketing

2008/9/10 11:13:00 41805

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The movie Infernal Affairs tells us that two identities should not belong to their own people. They almost live in a similar hell environment, and dreamed of being exposed to their identities.

"Infernal Affairs" is a wonderful performance of the Chinese film industry through the fantastic stories of "undercover and anti undercover, inner ghost and anti ghost" and the superb performances of Andy Lau and Tony Leung.

Similar to the scenes in the movie Infernal Affairs, even though the market is quite pparent today, the market environment of many industries is still as dark as "Infernal hell".

The appearance of endless scenes, the overflowing of concept speculation, the terrible profits and the adulteration of counterfeiting are the true portrayal of many industries.

For example, in the hospital market, before the medical reform, several hospitals dare to say that they did not have any behind the scenes deal. In the energy efficient product market, several enterprises did not say they were "energy saving champions" and claimed how much their products were saved.

Driven by common interests, like the "hidden rules" of the entertainment industry, it seems that every industry has its own "hidden rules", but no one is good at all.

However, when people take a magnifying glass to look at things around us, when people have begun to touch the so-called "hidden rules", we can no longer take him as the "new clothes of the emperor". We must dare to take the initiative to stand up and pierce him.

Perhaps this is the core of this article - "Infernal Affairs" public relations marketing.

何謂“無間道”式公關營銷？

Before explaining this noun, I'd like to take a few cases with you to savor the noun.

In fact, so far, AUX, farmer mountain spring, North Pole, Valley Road and other enterprises have adopted this marketing technique, and it is the double success of market expansion and enterprise development by virtue of this technique.

First, AUX has successfully entered the top three air conditioning industries from 200 places.

Background: household appliances are one of the earliest mature industries in China.

As many home appliance brands have OEM experience, the appliance industry is known for its most tragic price war.

In 1994, AUX (formerly the power meter manufacturer) officially entered the air conditioning industry. After years of rolling, AUX has stayed outside the industry 200. So, how to get out of the deadlock is a lesson that AUX must make up for.

Opportunity: before 2002, the price of air conditioners remained high, and the after-sale services of many brands were not yet sound, and the industry was popular with "conceptual speculation".

Practice:

In 1 and April 2002, AUX released the "white paper on cost" of air conditioners, exposing the low price of air conditioners by opening the caisson, and became the market price standard.

For example, in the white paper on cost, AUX unequivocally enumerated 1.5 major components of the retail price of the 1880 air-conditioned air-conditioners: the cost of production is 1378 yuan, the selling cost is 370 yuan, the business profit is 80 yuan, and the manufacturer's profit is 52 yuan. In the same 1.5 air-conditioners, Haier 3500 yuan, Electrolux 3800 yuan, and the United States also exceeds 2800 yuan.

In 2 and March 2003, AUX issued the "white paper on air conditioning service", revealing that the after-sale service of the domestic air conditioning industry is still in the stage of passive service. If the quality inspection is not conducted, it will cause potential safety hazard.

In 3 and April 2003, AUX issued a technical white paper on air conditioning. It severely worded the dishonest practice of the industry's concept hype, and hyped the application technology of air conditioning to high technology, profiteering profits, misleading the industry and consumers, and displaying the technologies of "air conditioning oxygen enriched technology", "red sensing technology", "temperature sensing technology" and "changing the new atmosphere" to reveal the false veil of "high-tech".

Effect: in August 2003, AUX air conditioner annual sales exceeded 2 million 500 thousand units, and successfully entered the top three industries.

According to another report, AUX expects to exceed 4 million 800 thousand units in 2006.

Comment: in 2002, AUX was quite dangerous for the 200 place in the industry.

No progress.

In fact, after the shuffling of the air-conditioning industry, today can be called more than a dozen brands, so AUX at the right time, chose the most correct marketing method, continuous playing three moves "Infernal Affairs", directly referring to the key competitors.

As a "ghost" of AUX, it is clear that the key to competitors.

The first cost white paper is actually a downward trend of price reduction strategy, the second recruit service white paper is a service publicity strategy, and the third technology white paper is a technology propaganda strategy.

These three seemingly dull strategies have turned into sharp marketing tools in AUX. The main reason is that AUX reveals the guilt of the industry by exposing its own scar, though it has become a "bear" in the industry, but it is a "hero" in the minds of consumers.

Who helped consumers pull down the price of air-conditioning?

Who made the consumers understand the new technology of hype?

It's AUX!

And what AUX did has touched the minds of consumers, changed their buying decisions, and won a favorable impression for AUX.

Inspiration: supernormal success requires a more conventional approach.

The so-called "startled world, crying ghost", AUX used "Infernal Affairs" public relations marketing, although the anger of competitors, but touched the consumers, so that AUX has an extraordinary development.

Two, farmer mountain spring from obscurity to blockbuster.

Background: when farmer Hill spring was born in Qiandao Lake in 2000, who knows who the farmer mountain spring is?

How can a "rising star" break through the bottleneck of marketing and win the game with competitors in the "monopolized" water world of Wahaha and Baishi industries?

Turning point: at that time, the "giants", including Wahaha and Rb, were all producing pure water. They were monopolized by purified water in the water world, and at that time, the consumption concept of "the more pure water is better" has been formed.

Therefore, consumers almost have no concept of natural water.

Practice:

1, at the end of April 2004, farmer's mountain spring broadcast a "Narcissus growth contrast test" advertisement on CCTV and local TV stations. The hall announced by Subtitles: stop producing pure water and produce all natural water.

In 2 and April 26th, Sichuan basket light accused farmers of violating the law of unfair competition, and organized more than 10 pure water production enterprises in Chengdu to set up a local "anti agriculture alliance", and reported it to the fair trade division of the State Administration for Industry and commerce.

In 3 and May 19th, 53 manufacturers of pure water, such as Guangxi cool marshal, unanimously condemned the farmer's spring.

In 4 and May 25th, farmer Hill spring launched a campaign to strive for small scientists.

In 5 and May 30th, the National Food Industry Standardization Technical Committee and the 20 enterprises such as Le Baishi condemned farmer's spring in Guangzhou.

In 6 and June 4th, Wahaha issued more than 100 invitations to protect their interests by legal means.

7, on 7 and 8 June, a "Joint Conference on slaughtering farmers" was held in Hangzhou. The pure water alliance issued a joint statement demanding that farmers' mountain springs stop their activities of "competing for small scientists" and request strict punishment of the "unfair competition" of farmer's spring.

In 8 and June 8th, farmer Hill spring invited friends to visit the two major water works in Qiandao Lake, and held a news conference in Wang Zhuang.

In 9 and June 14th, Wahaha brought the farmer's spring to the court on the grounds of "unfair competition".

In 10 and June 19th, six companies, including Wahaha, Rb, Zheng Guanghe, Blu ray, Guoxin and Xinli, were selected by the "slaughterhouse conference" to form a complaint delegation to Beijing. They submitted materials to the State Administration for Industry and commerce, the state quality and Technical Supervision Bureau, the Ministry of Education, the Ministry of health and the China Association for science and technology, and called for "sanctions" on Farmers' mountain springs from different aspects.

In 11 and June 28th, Guangming Daily published a reporter's article entitled "wonderful water war this year".

The article points out that drinking natural water is more beneficial to health, which is the fundamental reason why the declaration of the hall of health was strongly opposed by hundreds of pure water factories.

In 12 and July 9th, the Xinhua News Agency sent out a telegram, which reported that "experts remind" that it is not appropriate to drink "pure water" as drinking water in large quantities for a long time. Infants and young children should be cautious.

Finally, the state authoritative news agency made a conclusion for this "century water war" in news and public opinion.

Effect: in the 21st century, the water war was won by the farmer's mountain spring. At the same time, farmer's spring became the leading brand of the top three industries from the small brand that just started.

Comment: the success of farmer mountain spring is a narrow escape from death.

First, Sichuan basket light was reported to the State Administration for Industry and commerce, and then it was the "slaughtering peasant conference" of Guangzhou, which was condemned by farmer and other farmers in the city.

But the farmer's mountain spring will not be ignored by life and death. It always takes the interests of consumers as the precondition and instills the scientific and healthy concept of drinking water to consumers from the perspective of healthy drinking water. This correct concept is also a magic weapon for the success of farmer's spring in this century's water war.

In addition, farmer's mountain spring pays great attention to the government's public relations. In the process of public relations marketing, it always adhered to a scientific attitude, based on scientific experiments, with authoritative experts as proof, and a strong media as the main battleground, playing a beautiful media public opinion station.

Even when "China business newspaper" commented on this "water war of the century", it not only listed it as the ten biggest event in 2000, but also pointed out directly, "this year's water war is wonderful".

Media opinion has become another key point for the outcome of the "water war of the century".