Foreign Brand "Tangsheng Huaibei"

China is a sauce and a laboratory, so many adventurers come here to grab it.

In July and August, for foreign brands, it was an eventful summer.

One after another, the highly sought after foreign brands have been "sacked", and have been exposed to various scandals, giving consumers a big surprise. The two words of "sacking" are a bit exaggerated.

In July 22nd, the noodle soup was used for noodle soup instead of bone soup.

Two days later, the noodle soup was recognized by the noodle soup. The soup was made from the concentrated solution boiled by pig bone. It was not boiled on the pig bone. A kilogram of concentrated liquid could restore 100 bowls of soup.

The official website shows that the calcium content of a bowl of soup is 1600 mg, "calcium content is 4 times that of milk, and the average meat is dozens of times".

As a matter of fact, the calcium content of a bowl of soup is 48.5 mg, which is far from its propaganda figures.

In August 10th, the media revealed that the "central kitchen" of "Ji Wan" noodle was hidden in the "village in the city" of the city of Xiamen.

When the noodle noodle noodle shop was busy fighting the fire, another well-known brand, KFC, was also pushed to the eyes of consumers.

Some netizens broke the news that Kentucky Fried soya bean milk was made from soybean powder instead of pure soya bean milk.

Subsequently, KFC responded that no publicity is now grinding soybean milk. Even so, netizens are still shouting and being cheated.

KFC has also caused a startling health problem. Its oil used for fried chicken is completely replaced once 4 days. During the period, the oil residue is filtered out every night and used for second days.

The chicken passed through the water simply and dripped with water. The water used to wash the chicken was cloudy and no one was changed.

Food will be sold on the ground and the production date will be changed at will.

Cooking oil inspection is also going through the motions. Most of the time is to change the date on the plastic plate directly to the end of the day, which is to prevent the inspection of the district chief and so on.

When KFC was caught in the "health gate" incident, its old rival McDonald's was also involved in the food problem.

Some netizens posted that they saw a box of goods stacked in front of McDonald's drum restaurant, packed with hamburger bread wrapped in fresh-keeping film.

By more than 10 a.m., these bread were still on the roadside. The fresh-keeping film was covered with moisture. Some of the plastic wrap was torn open, and the bread was exposed directly.

Netizens also sent pictures, saying: "is it hot to make a hamburger without heating? Or is it more healthy to bask in the sun?"

The American brand "DQ" ice cream, which is the Queen's banner of the cold drink industry, was originally a label. The core raw material of its ice cream, milk paste, was supplied by BAXI instead of any exclusive formula.

Even in this series of foreign brand crisis, the storm's eye is actually a fake foreign brand -- Da Vinci furniture.

The furniture brand, known as Italy furniture, is only an agent. It acts as a multinational brand rather than a Italy country, and many brands are only produced in China.

In fact, foreign brands that have problems are far from the catering industry. In other industries, clothing, home, cosmetics and other industries have also seen quality incidents. For example, the SK- II brand cosmetics made by Procter & Gamble in 2006, we found traces of adding banned substances chromium and neodymium in China.

These foreign brands have been cautious and disciplined in foreign countries. KFC's oil in the United States varies from day to day.

Why does "foreign brand", which is a well known foreign brand in foreign countries, come to China? The reason why "orange is Huainan is orange and Huaibei is a trifoliate orange"? Many experts believe that it can not avoid the "gate" incident. The reason is not related to the commercial environment in China. Many commentators use Chinese ancient saying to summarize this: orange is Huainan, orange is born, Huaibei is a trifoliate orange.

So what kind of "magic" is this? What kind of commercial soil is it that makes these international brands difficult to get out of mud?

Consumers worship foreigners?

In April this year, the Consumers Association of Beijing conducted random checks on the casual pants of the major shopping malls in the capital. As a result, the rate of substandard was close to 40%, involving famous brands such as the Spanish brand ZARA, the British brand Marlboro and the American brand Hush Puppies.

Among them, ZARA has been detected 7 times in China since August 2009.

However, consumers are not affected by this sampling test, they are still in the rush for these brands.

As for this phenomenon, the commentator, when analyzing the reasons, does not forget to take the saying that consumers' worship of foreign countries is also the psychology that enables foreign brands to launch a higher pricing model in China than other countries.

As early as December 2007, the China Youth Daily Social Survey Center jointly conducted 2563 online surveys with Sina.

According to the survey, 59.2% of young people believe that most of their neighbors are a little bit of foreigners.

About 1505 respondents believe that this worship mentality is mainly reflected in "many people only recognize foreign brands".

Why do most people only recognize foreign brands? What are the advantages of foreign brands?

The impression of the foreign brands is "high standard, high standard, high service", especially international brands. For example, the health standards of McDonald's are very strict, and even the toilet must be cleaned in 15 minutes.

With the growth of people's economic income, people are paying more and more attention to the quality of life. These international brands have entered China with the slogan "international, fashion, quality" and the heart of high end consumers by virtue of the international brand influence and the slogan "international, fashion and quality".

Kong Qingdong, a professor at the Chinese Department of Peking University, pointed out that one of the reasons why foreign brands are popular is that there are too many counterfeit and shoddy goods.

For example, the repeated safety problems of dairy industry caused consumers to only recognize "foreign milk powder".

The chief consultant of LAN Ge Zhi Yang Marketing Consulting Co., Ltd. also believes that the quality of domestic products is not good enough, and the departments concerned are not well managed. As a result, consumers' confidence in local brands has been damaged for a long time, making consumers have a bad impression of local brands, and even think that foreign products will be better than domestic products.

Italy's "24 hours Sun" commentator Chi Shi said: "the market is like some form of democracy, people vote through their own money.

So if the Chinese prefer foreign brands, the main reason is that the quality of domestic brands has not yet reached the corresponding standards.

Secondly, the lag of brand building in China has also led to the scenery of foreign brands.

Li Guangdou, a brand strategy expert, once said: "although China is the second largest economy in the world, it is far from the United States in terms of brand building, and it is in an awkward position compared with the United States, such as France, Germany and other countries whose economy is less than China."

China's market economy has only been practicing for more than thirty years. It takes hundreds of years to create a truly powerful brand.

Enterprisers eager for quick success and instant benefits

"Brand is not something that can be accomplished overnight. It takes time to grow."

Yu Fei believes that it needs the careful care of entrepreneurs.

However, "some enterprises in China are too eager for quick success and instant benefits", seeking short-term profits and ignoring long-term brand building, which makes them do not know what good faith is.

The event of Chinese noodle noodle is a good example.

In Japan, the noodle noodle is not very famous. It belongs to a noodle chain enterprise in Xiongben Prefecture, Kyushu Prefecture.

Founded in 1968, the founder of the cream noodle noodle noodle is a Taiwanese in Xiongben, who combines the traditional flavor of noodles with Chinese food. Its unique flavor has become a major feature of the noodles.

Compared with other ramparts in Japan, this kind of noodles is lighter.

As of last October, there were only more than 100 shops in Japan, mainly in Xiongben County, and only one shop in Tokyo.

Compared with Ramen shops everywhere in Tokyo street, this shop is negligible.

But it has more than 500 branches in China, and is one of the largest enterprises in the Japanese market.

In the rapid development of China's brand, the brand of exaggerated publicity has helped a lot.

"Calcium content is 4 times that of milk, dozens of times of ordinary meat", this advertisement accurately hit the Chinese people who focus on health preservation. In addition, the Westernization operation of the noodle noodle has made it get rid of the slow pain of Chinese food, so it is widely welcomed by consumers.

However, it is also this fast brewing of the fraud.

In order to make profits and pursue quick results, the enterprise replaced the advertisement of "pig bone boiled" made of concentrated liquid to make soup bottom.

We can not balance the problem of "time" and "nutrition" with excessive publicity and cheat consumers.

In the two weeks after the "bone soup gate" incident, the price of the stock has dropped by more than 40%, and the total market value of the company has shrunk by 7 billion 630 million Hong Kong dollars.

KFC's "soy milk gate" incident also lets consumers clearly know its profiteering.

The price of a cup of soybean milk is as high as 7 yuan, while the raw material soybean milk powder costs 7 cents, which is only one percent of the selling price and the profit is as high as 100%.

How to make consumers accept 7 yuan a cup of soybean milk -- the marketing of edge ball -- "alcohol soybean milk", we sell the tradition.

This kind of Lenovo marketing leads consumers to think that they are "pure soya bean milk" which is now being grated, so 7 yuan is also pleased to accept it.

Despite the incident, KFC said there was no publicity, but consumers still shouted and cheated.

"From a legal point of view, KFC avoided responsibility and did not directly deceive consumers in propaganda, nor did it involve food safety."

Li Guangdou thinks that the misleading of the incident concerns the business ethics of enterprises.

The marketing of this edge ball will only wipe away the original value of the brand.

Huang Heshui, director of the Institute of brand and advertising at Xiamen University, believes that this marketing mode is the short-term behavior of enterprises, just for the sake of recent profits.

Although soya bean milk is not the mainstream product of KFC, but such a thing is done more, consumers will be disgusted and gradually accumulate distrust for a long time. When there is better choice, it will naturally vote with feet.

After all, the brand of a product needs to be trusted to win customers.

Lack of industry regulation

In order to make short-term profits, enterprises are willing to cheat and hurt themselves.

"At a very small price, we get a lot of benefits, which is the characteristics of contemporary Chinese business."

Hashimoto Takanori, a Japanese Chinese scholar, said.

Since the business ethics of enterprises have been blinded by profits, what are the criteria of the industry?

Hashimoto told a story in her blog: a few years ago, a Japanese beer company was going to set up a branch in China, and at the same time introduced a beer that was selling well in China for sale in China. However, the company entered a relatively late time, and many foreign beer companies had settled in. Therefore, the price competition was very fierce. In order to adapt to the Chinese market, a lot of changes were made to the processing technology on the premise of retaining the original brand name, so as to reduce the cost.

For example, the last process of beer is bactericidal technology, with nearly ten cryopreservation processes to sterilize, and the taste is very good.

And the last technology in China is heating treatment, although the taste is very close, but the professionals can feel the sense of export is worse.

Hashimoto Takanori said this is an example of the pformation of international brands in China.

Although there are giants in all walks of life, small and medium-sized enterprises are still more and relatively dispersed and fiercely competitive.

It is not practical to manage only through the government. It often requires a strong industry association to coordinate and reflect the demands to the government.

But in China, what is the value of trade associations?

One thing in the near future is fresh and vivid, and let us see the frustration of certain trade associations.

Wang Dingmian, director of the Guangzhou Dairy Association, bombed the new national standard of dairy products, telling the public that some trade associations may be only nominal titles, but they are not enough.

The industry is still controlled by oligopoly enterprises, and for their own interests, these enterprises can completely abandon their consciences, regardless of public safety and nutrition, and set standards very low.

In June 15th, Wang Dingmian pointed out at the China Dairy Association's "Southern pasteurized milk Development Forum" that in China's current dairy industry standards, the maximum number of bacteria allowed in raw milk is 2 million / ml, while abroad is generally 500 thousand / milliliters.

He believes that "this standard is the world's worst, the lowest standard, or even the shame of the global dairy industry", thus unveiling the worst veil of China's dairy industry global standards.

Behind this, the interests of giant enterprises are hidden.

Erie, Mengniu and Tetra Pak started a coalition against the pasteurized milk camp in 2002 and 2003. The Yili and Mengniu enterprises were involved in the formulation of the maximum allowable value of the number of raw milk bacteria for 2 million / ml, which greatly reduced the threshold of Chang Wennai's milk collection and increased the difficulty of pasteurized milk.

In this way, the trade associations can not only do their duty to supervise the safety in production, but instead act as a tiger and encourage unhealthy practices in the industry.

Also because of the low standards of the industry, some enterprises produce the same products with "internal and external differences", and low standards have even become the basis for some enterprises to argue unreasonable.

In the United States, even the fried dough sticks can only be used once, but in China, Kentucky Fried chicken can be changed 4 days.

After the incident was revealed, KFC issued a statement saying: it has strict regulations on cooking oil for stores, filters out the residues of cooking oil every day, reduces the effect of residues on cooking oil quality, and monitors the chemical changes of cooking oil with special test paper. Once it reaches the required limit, it will be abandoned immediately to ensure that cooking oil is completely in line with the national hygienic standard for fried vegetable oil frying.

One sentence conforms to the relevant standards, which can choke the public, but Professor Shen Qun of China Agricultural University School of food engineering and Nutritional Engineering believes that the duration of frying oil has certain effects on the health of food. If the frequency of frying food is very high, the index of impurities and acid value will also rise, although it has not exceeded the standard, but it has already had an impact on human health.

Current rules for shortness of breath

If the industry associations can not fulfill their due functions, the government supervision department should be the most powerful means to manage the last door, but various facts tell the public:

After the outbreak of the brand catering event, the industry believes that the current market management system lacks effective means, in addition to fines or fines.

Therefore, whether KFC's "soybean milk door" is cheating, or McDonald's's illegal operation, there are few applicable laws and regulations to punish severely besides consumers' condemnation.

And this low risk, low cost and high profit irregularities make the "noodle noodle" never lonely.

In May of last year, the thousand grams of noodles were added to the fabric by adding "sorbitol" (liquid) which was not allowed to be added to the fabric because of the violation of the hygienic standard for the use of food additives. The quality inspection department of Shanghai punished 780 thousand yuan.

780 thousand yuan obviously can not stop the crazy development of this listed company.

"The most crucial solution is the rule of law. The rest of the world is not the same. Human nature is the same in all parts of the world. Every enterprise should pursue maximum profits. But without a mandatory rule of law system, everyone will be lazy. A quality society and a brand society can hardly be built up."

Li Guangdou said.

Wang Jianqin, an associate professor of China University of Political Science and Law, believes that public enterprises need moral conscience. They need to take into account both social and social responsibilities while pursuing profits. However, this balance can not be built on the basis of corporate conscience, entrepreneurial conscience and corporate self-discipline. It has proved that the establishment of corporate social responsibility is the result of the joint efforts of government supervision, social supervision and enterprise self-discipline.

In a country with relatively sound rule of law, the perfection of laws and regulations and the perfection of supervision system make enterprises once faced with blemishes in fulfilling their social responsibilities, they will face the condemnation of public opinion, the loss of public trust and the high number of tickets.

In China's current society, rule of law, policy and business environment, there is no sound institutional environment for the requirement and restriction of corporate social responsibility.

In addition, the fraud is the first media to expose, and the relevant industry and Commerce and the court are not the first to find the litigants. Hashimoto said in his blog: do you want to check or not? In a society with a lack of moral integrity, even the legal system can not be guaranteed. This is the real reason why Da Vinci has taken the risk.

He said that China is a sauce bowl and China is a laboratory, so many adventurers come here to grab gold and become rich.

And in the sauce bowl, their own businesses are already full of sludge, and why do they ask for profits from foreign companies?

Plug in: in a society with a lack of moral integrity, even the legal system can not be guaranteed. This is the real reason why Da Vinci has taken risks.