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Da Vinci: Marketing Inspiration Of "Broken Eggs"

2011/7/20 13:53:00 42

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Enlightenment From Da Vinci'S Broken Egg Marketing

"Your family.

Vinci

Have you retired? "

This should be the most popular greeting nowadays, but this is not a chance for most people to say, because Da Vinci is the world's "top class" furniture.

Similar to the mansion of Shanghai's Tomson products and so on, with its exposure to CCTV and the major media, Da Vinci stepped down the altar and opened up the foreign brand jacket.

The first is Da Vinci's unconvincing explanation. Then the female directors shed tears at the press conference, but the market does not believe in tears. The consumers do not accept being deceived. As the saying goes, "come out and mix up, always have to repay". What marketing implications should the enterprises get from the Da Vinci incident?

"Did your family Da Vinci retire?"

This should be the most popular greeting nowadays, but this is not a chance for most people to say, because Da Vinci is the world's "top class" furniture.

Similar to the mansion of Shanghai's Tomson product, it matched with it. With the exposure of CCTV and the major media, Da Vinci stepped down the altar and opened it.

Foreign brands

Coat.

The first is Da Vinci's unconvincing explanations. Then the female directors shed tears at the press conference, but the market does not believe in tears, and consumers do not accept being deceived.

What marketing implications should enterprises get through the Da Vinci incident?

Brand should be supported by integrity: Haier's 85 year smash of refrigerator is undoubtedly the most appropriate proof.

After the incident: in 1985, Haier introduced a world-class refrigerator production line from Germany.

A year later, users reflected the quality problems of Haier refrigerator.

After exchanging products with Haier, the company inspected the refrigerator in the factory, and found that the 76 refrigerators stored in the refrigerator did not affect the refrigeration function of the refrigerator, but the appearance was scratched.

Zhang Ruimin, the then director of the factory, decided to smash the fridges in public and put forward the idea that "defective products are unqualified products", which aroused great shock in the society.

It smashed a world.

famous brand

It smashed the trust of consumers and helped Haier to go to the world and practice its sincere brand of DNA.

In contrast, some enterprises nowadays are not foreign countries. They want to take a foreign name, register a company abroad, and even accumulate some financial strength. In order to prove that they are foreign brands, they will build factories in Malaysia and Thailand, which are relatively cheap labor force.

The twenty-first Century economic report commented that it was no longer the case that Da Vinci was suspected of posing as an international brand and deceiving consumers.

In 2006, known as the European Code floor from Germany, it was proved that the so-called "German headquarters" was empty and the foundries were in Tongzhou. In 2002, the so-called Danish international famous brand sound "Xiang Wu Shi" was actually "local specialty" in Lucun, Dongguan. As for the clothing under the banner of Italy, it was even more numerous.

I am really impressed by the wisdom of these entrepreneurs.

But it really can not be false. If it is false, the market will be washed up and sand will eventually be put on the cross of shame.

Brands should be interpreted with quality: many international brands such as Adidas and Nike are produced in China, and the price difference between them is not very large, because of their excellent quality.

Consumers choose them not only to meet their needs, but also to ensure their quality. This is quite different from Da Vinci's attitude towards home.

This is also a place for domestic enterprises to reflect. Is it true that consumers really admire foreign affairs, or do we not do well in our internal efforts?

For example, the price rise of foreign milk powder, and consumers to purchase in order to save money, all affect the growth of children in Macao. When companies sigh the market is hard to do, ask yourself, do you put consumers in your heart?

It is not that consumers do not trust domestic products, but that domestic enterprises do not give consumers enough trust.

Domestic Lining and XTEP also use their own quality to add points to their brands. Although there is a gap between the price and the international brands, they have left some domestic brands behind and created considerable profits.

Step by step, solid to international.

Lenovo's merger and acquisition of IBM has also brought a vivid lesson to Chinese people, and Chinese brands can go to the world.

Enterprise crisis public relations should be appropriate: the public relations crisis attitude of home enterprises is generally problematic. After some media exposure, some home enterprises mainly have three attitudes. First, take the means of network public relations, use "delete posts" and "Shen tie" to prevent their excessive information from spreading too quickly; second, refuse to admit mistakes, instead question the media, but they can not get relevant evidence to prove their innocence, such as Da Vinci furniture.

Third, remain silent and remain silent.

PHILPS lighting and Eurasia home belong to this kind of typical, the same line lighting brand. When NVC apologizes and recall products, PHILPS still pays no attention to selling its unqualified energy-saving lamps. As a well-known home store, Eurasia, in the late June 2011, more than 200 merchants were jointly anti rent and shut down. But until now, it has not been able to give merchants a reasonable solution to the above three forms, which is the most commonly used attitude of many home enterprises in the face of public relations crisis.

Corporate public relations crisis attitude is not a show, but a sincere attitude.

This attitude should come from the belief value, management system and quick reaction mechanism of enterprises.

For example, Da Vinci furniture, this time rush may be one of the reasons leading to its low emergency response capability.

After the storm, Da Vinci issued a statement on the official website: he will respond to CCTV reports and public queries at the press conference.

This is a positive side, but the conference has become a farce.

Obviously, this is an unshirkable responsibility for Da Vinci's dared not to face the public attitude.

There are also successful cases in crisis public relations. For example, the recent PS event that has been raging in Sichuan has made a great deal of public apology from the county government and its technicians. It has made public the PS's original picture and process. It has not only been tolerant of all kinds of spoof pictures of the netizens, but also followed the pformation, and took the opportunity to publicize the beautiful pictures of Huili County, which had absolutely no PS.

Such a response level has been sighed by netizens as "the most successful case of government crisis public relations in recent years". Sun Xi, a researcher at the Institute of public communication of Renmin University, said: "there is no black screen, crisis can change opportunities; if there is a black curtain, opportunities may be a crisis.

Da Vinci is not a substitute.

Sin sheep

Such as the old deer of Sanlu.

Throughout China's brand, Da Vinci is just the tip of the iceberg when he is dressed in foreign sheep skins in China.

Here, I did not cry out for Da Vinci, but through Da Vinci's "breaking egg" storm, I woke up to the domestic counterfeit brand enterprises: integrity management, quality first.

I believe Da Vinci, who lives in the old family, is also happy to give this vivid lesson to Chinese enterprises and consumers.