The Hidden Rules Behind The Brand

According to Japan's official website, 620 of the 10 overseas countries have 590 stores in China and 13 in Hongkong.

How can a Japanese "small and medium-sized enterprise" produce such a great brand effect across the sea?

Can not help wondering whether the "thousand thousand noodle" is a genuine foreign brand or a pseudo foreign brand that is designed to cater to the mentality of Chinese consumers?

Why did the soup bottom problem happen in the mainland of China with 590 chain stores? And the same problem did not happen in the other 30 overseas markets and the 100 local households in Japan.

Foreign brands of "selling sheep's head and selling dog meat"

Kenichi Ohmae, a Japanese management scientist and economist commentator, said in his book "low intelligence society": "the strong ones who sell sheep and sell dog meat", foreign investors and investment funds are the biggest beneficiaries, because there are too many "idiots".

"The thousand thousand noodles" is regarded as a "fool" by Chinese consumers in this incident. The Chinese legal system and judicial system are regarded as "idiots". Although it has advantages in food standardization, hygiene and nutrition preservation, the concentration of the concentrated liquid is more used by those chain enterprises. However, the data of "Wei Gao" confusing customers by false propaganda, and the data of "high nutrition" of the soup bottom are obviously inconsistent with the test data, causing fraud.

Of course, this is just a case in many foreign brands. Kentucky's "soybean milk door" and the "Da Vinci fraud" incident are telling people that nowadays prices can not decide quality, do not blindly buy foreign products, pay attention to rational consumption and brand culture.

The issue of food safety has always been the focus of global attention, and the corresponding laws and regulations abroad are quite perfect and strict. Once the integrity problem arises, it will never turn over.

However, China's market supervision over food safety is not enough and its punishment is lax. It has become a social consensus that there is not a strict market access mechanism to make most illegal enterprises opportunistic.

3 years ago, the "three cyanamide" incident caused people to lose confidence in domestic brands, and disappointed the Chinese milk powder brand, which has been sticking to it for more than 50 years, and made a huge impact on China's dairy industry.

In March 2011 Shuanghui lean meat event, CCTV 315 party exposure the next day, Shuanghui development stock price was 77.94 yuan, the lowest time was 56.22 yuan.

Recently, the stock price in August 5th has recovered to 72.29 yuan, basically reaching the level of lean meat essence incident before exposure.

In view of this, the impact of lean meat incident on Shuanghui group is very slight. How can such foreign brands be avoided?

Many people can't help feeling that we do not love domestic products, but we do not love us.

This has further laid a foundation for the competition of foreign brands in Chinese enterprises, thus promoting the occurrence of various "soybean milk gate" and "bone soup gate" events.

Although the moral deficiency of "Ji Wan Ramen" should be condemned, we should reflect on its essential reasons.

In addition, we have to admit that micro-blog's influence in today's world has accelerated the spread of information and pparency of information, so that those who try to cover up the truth have been drowned by public opinion at the source.

The quality inspection department of Shanghai, China's headquarters in Aji, said that in May 2010, Aji Qian Ramen was punished 786 thousand and 600 yuan for adding food additives to the fabric illegally. In the event of "bone soup gate", Aji thousand noodles were prepared to buy the test results with 6000 yuan.

I believe that the number of people who knew this event was rather small, perhaps because micro-blog was not popularized at that time.

Some foreign brands are very sophisticated in their public relations, while they do not recognize them on the side of the accident, while appeasing the media, advertising bombing in the media, creating false and popular sales, confusing the public and deceiving the vast number of Chinese consumers.

Consumers lack awareness of rights protection

Because of the lack of brand awareness, our consumers lack the strength of the truth when their rights and interests are damaged.

Recently, foreign brands have repeatedly reported quality problems. The elevator safety incidents of Otis, the world's largest elevator manufacturer, have been detected by 3M, Panasonic, MITSUBISHI Liyang and other foreign brand water purifiers. Problems such as excessive arsenic, overpopulation of colonies and disqualification of organic removal were also detected recently. After entering China for many years, the retail giant Carrefour is also frequent. At the beginning of this year, the national development and Reform Commission disclosed the suspected price frauds of supermarkets such as Carrefour and other supermarkets using the original price to deceive customers and high prices.

A black heart enterprise may earn a lot of sweat and money for the people. Maybe a taste is a big meal when our friends get together. However, when we spend a lot of money, we can not help but sigh when we get cheap goods.

Whether it is the "foreign brand" that originally had the quality assurance in the consumer's mind or the increasingly developed domestic brand, integrity is the foundation for the survival of the enterprise, and consumers should defend their rights and interests and completely drive out those black hearted enterprises from the pure land of the market.

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Brand "hidden rules"

False propaganda exaggerates product effectiveness and induces consumers' minds.

In July 2011, it was pointed out that some of the KFC's pure soya bean milk was uncovered by soya bean milk powder. It was not made on the spot, and it was produced by a factory in Northeast China. According to the factory price of soybean powder, consumers could calculate the selling cost of a cup of soya bean milk for only 0.7 yuan, but Kentucky Fried Chicken sold 7.5 yuan.

In August 3, 2011, Yonghe soya bean milk and real Kung Fu admitted that soy milk was made from soybean milk powder, but some salesmen insisted that soya bean milk was freshly ground.

True Kung Fu sells 5 yuan per cup of soya bean milk, 1 yuan of soya bean milk powder rushed out of online shopping, and the cost of making soya bean milk with soya bean milk machine is 0.2 yuan.

People say restaurants should remind customers that soy milk is modulated. Some consumers admit that soy milk is a psychological drop.

Low quality national quality inspection standard is too low.

Event review 2011 CCTV 315 evening exposure of Kumho tires in the manufacturing of serious quality problems, Jerry building, replace glue instead of raw rubber, shoddy, Kumho tire car safety hazard.

Kumho tire is one of the ten largest tire manufacturers in the world. It provides the matching tire for general motors, Beijing modern, Shanghai Volkswagen and other auto manufacturers.

"Nan Guo Bei Zhi" consumer rights are difficult to maintain

In July 15, 2011, Procter & Gamble recalled the European -B mouthwash due to microbes.

Reporters found that some supermarkets in the country are still selling this product.

If consumers want to return the goods, they need to fill out the refund application form, then mail the empty bottles, passbook copies and application forms to Guangzhou Procter & Gamble, and claim that "refund requests beyond the refund interval are not accepted".

Moreover, Procter & Gamble's global recall is different. As early as the evening of July 13th, P & G recalled two products in Canada.

Price swindle drives up product prices.

The Wall Street journal published a price survey on NOKIA's 8800 high-end business phone in China in October 29, 2005. The price tag in Shanghai was 12033 yuan, the highest in the world. The price in Thailand, Bangkok and Hongkong was 855 and 7388 Hong Kong dollars respectively.

NOKIA said: "the price of 8800 mobile phones is basically uniform in the world. At the same time, the company has also set up a sales guidance price or a so-called retail price for the mobile phone, but dealers everywhere will adjust the price according to the local market sales situation, which is not good for NOKIA."

Opportunistic drilling of gaps in national laws

In July 10, 2011, CCTV "weekly quality report" broadcast "Da Vinci's" furniture "foreign brand" status was accused of fraud. It is understood that the furniture sold by Da Vinci company is not what they claimed to be 100% Italy, and the raw materials used are not the famous solid wood Aspen thorn roots claimed by Da Vinci, but high polymer resin material, big core board and density board.

After testing, Da Vinci furniture purchased by consumers was even judged to be unqualified products.

Da Vinci furniture does not produce any products. Most of its products are authorized by 8 furniture companies such as Guangdong Dongguan Changfeng furniture company.

After the production is finished, it will be exported from Shenzhen to Italy, then to Italy, then exported to Shanghai, China, and then exported to Shanghai from Shanghai.