Wang Laoji: The Logic Behind Donation One Hundred Million

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This is Wang Laoji.

In the eyes of different people, there are many faces of Wang Lao Ji. Some people say that Wang Lao Ji is vulgar enough to treat the Chinese people as idiots, hire the network marketing team to register everywhere, and compile, guide and play a "one-man show".

Whether it is posted or posted, it is said that 80% of them came from a network promotion company known as monthly fee 380 thousand. Others say that Wang Laoji is caring and the disaster has played a role of great love at present. It is the power of the Chinese people to go upward. Some people say that although Wang Lao's hype is obvious, the 1 hundred million is genuine gold and silver, and it has no flaws. Even if there is speculation, Wang Laoji is still worthy of respect as the "first donation" of the Chinese food industry.

Although in the Wenchuan earthquake, more than 1 hundred million donations, or just as many enterprises as Wang Laoji did, such as the CCTV disaster relief party day, the "Rizhao Iron and steel" beside Wang Laoji also donated 1 hundred million, but obviously, few days later, few people remember the sunshine Steel Corp. But Wang Laoji has become the "brand hero" of the Chinese people, especially the netizens in China.

The reason behind such a big difference is that the story behind it is thought-provoking.

This is an era of marketing, and every brand and every enterprise is spared no effort to communicate with consumers, telling them again and again how to do well and hoping to effectively remove consumers' purse. This is also an unfortunate era. The natural disasters and disasters that happen every day on the earth are endless.

When enterprises are faced with such emergencies such as the Wenchuan earthquake, what enterprises can do and what should be done, and how to do business is not only in line with commercial interests but also in social responsibility. This is a big issue. All enterprises hope to see through this topic.

Although Wang Laoji donated 1 hundred million, and performed the social responsibility of an enterprise in an unconventional way, Wang Laoji also reaped the generous feedback from society. Wang Laoji began to float across the country in the second day, igniting a huge marketing whirlwind.

The situation that has been lingering in the northern market has changed from place to place, and has begun to be accepted by the north.

There are also those channels that Wang Laoji could not enter, which were successfully settled by the public service marketing. All of these are the real benefits of Wang Laoji's donation; and those adapted slogans "donate one hundred million to donate, drink Wang Laoji," "this year's Festival does not receive gifts, receive gifts only for Wang Laoji", and there are hundreds of millions of Chinese netizens to spread each other, which can be said Wang Laoji's brand potential gains.

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Wang Laoji donated 1 hundred million kinds of discussions and controversies, and asked the food industry to think about an old problem -- public welfare marketing, and how to achieve "win" sales.

Systematic public welfare marketing thinking

Public welfare marketing is another marketing concept after data marketing and experiential marketing. For today's mature consumer value consumers, public welfare marketing is widely sought after because of its public welfare characteristics and marketing promotion.

Because this kind of marketing method appears and circulated very short in China, compared with the world's top 500, it is quite unfamiliar and unsuitable for domestic enterprises.

The outbreak of the "donation gate" incident of Vanke has exposed the weakness of domestic enterprises in the application of public welfare marketing.

Public welfare marketing is first of all public welfare. According to the tradition of thousands of years passed by Chinese people, it is impossible to seek fame by doing good deeds.

This concept has been popular for thousands of years. Just like a curse, many enterprises or individuals have been involved in public welfare since ancient times.

It is unrealistic to expect everyone to be like Lei Feng. After all, Lei Feng has only one.

And if society wants to develop, we must let resources increase.

On the other hand, from the perspective of corporate return on investment, only when input can bring rewards, can input increase in value and increase in value so that there will be more investment next time.

If we invest only in output, resources will inevitably run out. When it comes to charity, we will be unable to afford it.

Although public service marketing can be considered as a whole, there is more marketing in public interest, and when this ratio relationship is changing, it is a rather delicate relationship.

The reason why most enterprises do not dare to do marketing or engage in marketing is a sharp attack on public service marketing, which is mainly to restrain the subtle relationship here.

The Wenchuan earthquake, it should be said that the vast majority of enterprises have come out to make money, but a number of enterprises or individuals despite the money, but by the Chinese people, especially netizens fiercely attacked.

For example, Vanke donated 2 million of the tens of millions of countrymen who had bought tens of thousands of domestic abuse, and the spit of convergence can absolutely drown Vanke's office building.

In addition, some enterprises, such as a real estate firm, claim that the 100 villas are out and let the children in the disaster area live in the villa. It is unheard of and unthinkable, and is considered to be a vicious speculation.

Objectively speaking, these enterprises also made money, but later it turned into a "bleeding and injury".

The reason for this phenomenon lies in the fact that it has not grasped the delicate relationship between public welfare and marketing.

Taking the Wenchuan earthquake as an example, enterprises should be given different public marketing to grasp the different stages of Wenchuan earthquake when they invest in public welfare marketing.

The whole earthquake relief system of Wenchuan earthquake is divided into three stages, one is earthquake relief, the two is resettlement of victims, and three is post disaster reconstruction.

In the first stage of earthquake relief, saving lives is the first priority. Any topic that is irrelevant to saving people is redundant and unacceptable.

For example, when a company first launched a promotional campaign to "consume a product for the people in the disaster area", it was criticized as "unscrupulous enterprise, taking the opportunity to accumulate wealth". At this time, we need to provide direct help for saving people, such as donating relief materials, and directly organizing disaster relief.

Many food enterprises at this stage of public welfare marketing are more successful, such as Fujian Pan Pan food group after the earthquake a day later, that is, the rapid deployment of French bread to pport the disaster area, became the first food company to send French loaf into the disaster area, although pan only donated about 1 million Yuan food at that time, but in the disaster relief time, a piece of French bread could mean a life, and pan pan was widely reported for the media.

As for the above "consumption donation" activities, it is obviously not suitable for use in the first stage of "earthquake relief", and it is more suitable for use in the second or third stages.

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Public welfare marketing must be steady

There are many opportunities behind public service marketing.

But with so many opportunities, there are big, small, difficult, and easy to get involved, and the rewards of public service marketing are not big. It is not that much money is spent, but whether they can grasp the most critical core opportunities.

Only this opportunity can catalyze the effect of public service marketing and produce the effect of "42 catties".

The reason why Wang Laoji has been successful is that it does not lie in the amount of money it produces, but in the accuracy of its money.

The "quasi" of Wang Laoji's donation is mainly reflected in two aspects: on the one hand, after 3~5 days of disaster relief and information disclosure before May 18th, a few of the whole world has received the information of the Wenchuan earthquake, and Wenchuan has become the object of global concern and concern.

At the same time, because of the asymmetry of information pmission, an international "iron chicken list" has been popular on the Internet, presenting a wrong fact, pointing out that the international brand's rigid performance in the Wenchuan earthquake did not reflect enough humanitarian and corporate responsibilities.

At this time, it was the moment of public sentiment that Wang Laoji launched 1 hundred million, which is much more than the donations of most international food companies such as Coca-Cola, Pepsi Cola and Danone. This huge contrast strongly stimulated the Chinese people's nerves. The international brand became a "brand short" at this moment, while Wang Laoji instantly surpassed those international food enterprises and became "the giant of the brand". On the other hand, in view of the chaos and disorder of the disaster area, more people could not witness the disaster area, only by watching TV to express their concern.

As the media leader of China, CCTV has great influence and appeal.

In May 18th, CCTV held a disaster relief party. Hundreds of millions of people watched it. Its audience rating was even as great as that of the Spring Festival Gala. Wong chose to donate 1 hundred million days at the CCTV relief live broadcast party. In a matter of minutes, the information could be pmitted to 13 million Chinese people and overseas Chinese. The effect could be fermented within a few hours.