Cold Thinking In "Sanlu Hot"

Sanlu infant milk powder was shocked by the news of more than 2500 mg of melamine per kilogram.

At present, the number of victims has reached more than 1200, with 2 deaths.

The State Administration of quality and technical supervision has announced that 0.09 - 619 milligrams of melamine have been found in 69 batches of milk powder from 22 manufacturers of Yili, Mengniu, Yashili, Guangyuan and Shengyuan.

At the same time, there are 66 enterprises that have been shut down (a total of 175 domestic products enterprises), and 87 enterprises have been declared to have no problems.

Hebei has already punished the leaders in charge of relevant departments and heads of functional departments, and has taken criminal measures for those involved.

Affected by this, following the Olympic Games and Paralympic Games, China has rapidly become the focus of global media attention.

The government's measures to deal with the public food hygiene and safety incidents are timely and fair.

In doing so, the advantages outweigh the disadvantages.

It is better to protect the whole problem than to cover it up. After all, "food is the food of the people".

As a marketing person, he can objectively and calmly treat the "poisonous milk powder". Maybe he can get some lessons that can be learned from any industry.

Most of the 22 manufacturers on the list have won the national exemption from inspection, Chinese famous brands and well-known trademarks.

This is the top honor that people dream of doing business in China.

Because of the nature of my work, I have been engaged in some applications for these honors.

Obviously, if we simply think that this is only the behavior of the enterprise, it is suffering from "enterprise infantile illness", just as you think the enterprise spends tens of millions of advertising fees every year just for the sake of playing brand.

The basic purpose of advertising is to attract investment and attract investment, so that consumers can see that advertisements are only a supplement.

The declaration of these national honors is mainly the result of local governments struggling behind the scenes, which is the achievement project.

A new brand named "China famous brand" and "famous trademark in China" have been appraised in some place, which is equivalent to the traditional "advanced national health city" and "national advanced green city".

Of course, enterprises are doing better to publicize them, and get bonuses at the same time (usually a single bonus of 50 to 3 million yuan).

But we are suffering from consumers. We are buying products with these national honors. Once the reputation is distorted, we will have doubts about the credibility of the government's actions. This negative effect can not be eliminated completely in a short time.

Two, after the incident, there are many strange people, such as Sanlu such a big company, why not engage in crisis public relations?

I would like to ask rhetorical question: why do you say that people did not engage in crisis public relations?

In fact, from beginning to end, Sanlu took effective public relations strategy.

This matter has been complained a few months ago, but people can succeed in perfunctory cases.

When it comes to a comprehensive case, CCTV has to make a name exposure (to know that Sanlu is also the old client of CCTV). The official language is "Sanlu manufacturer's self check, found that some of the products before September 8th were contaminated with melamine, which has been decided to recall all these products."

People all over the country can hear a lot of fog: how can food be contaminated with toxic and harmful chemicals under the high and new technology conditions of large industrial production?

To date, Shijiazhuang has "arrested 4 people and detained 22 persons". It gives us the impression that melamine is being added to people, but that is because Sanlu company is strict in the quality control of raw materials. Some raw milk suppliers (all suburban farmers) are cheating on their behalf and have a limited number.

There is a netizen who is very professional. After calculation, the figures released by Sanlu are pushed forward. The 20 farmers are busy with adulteration day and night for three years.

Therefore, crisis public relations is not omnipotent. Things have reached the level that they can not justify themselves, have violated national laws, and have been angry.

Regret is true!

Three is China's market competition level, especially the competition level of fast moving products. Many marketing experts have asserted that product competition and price competition have been upgraded to channel competition and brand competition, and now they have entered capital competition and cultural competition.

Heh heh, this case is a real lesson for marketing experts: you go to heaven!

We are engaged in the business of enterprises. We earn real gold and silver. What we pay attention to is cost.

Why can't we fight bayonets in modern wars?

When we meet together, the brave wins, and the short to fight is bayonets.

With the addition of cyanuric acid, the protein content index will go up. The cost is only ten yuan per kilogram. Do you dare to sell the pure milk ten yuan for me to see?

Four is the impact of the problem products, so far, the information released is still very limited.

The official said: there is no problem in supplying dairy products for the Olympic Games and Paralympic Games. There will be no problem with the liquid milk produced after September 14th.

We can understand whether the former will be a major international dispute, and we will have many doubts about the latter.

At present, the living standard of Chinese people is improving rapidly. Apart from infants, old and weak, sick and disabled people must consume dairy products everyday, ordinary people also consume large quantities of dairy products at breakfast or night snack and leisure.

Is it the fraud of individual enterprises or the collective fraud of industry?

There seems to be some preliminary conclusions now, but is it only a case of individual breeds?

Or is it true that all dairy products are faked?

How long is the history of counterfeiting?

What is the harm and harm to human body when eating this poisonous and harmful product, is it short or long?

Consumers are worried.

Five, Sanlu, or other brands that have been named for exposure are now being withdrawn and returned. What we see is that there are many infants and young children in the country.

As time goes on, I believe there will be more consumers coming out as victims.

But if we think that consumers are the only victims of harmful products, it is wrong and wrong.

First of all, it is too early to predict the fate of the listed companies, but even if they do not go bankrupt, the efficiency of the enterprises will be much worse than before, and the direct victims will have their employees.

Employees are laborers, ordinary workers are innocent, but they will bear significant direct consequences, and can not get sympathy from public opinion.

Secondly, the rise and fall of enterprises is related to the local government's profits and taxes, financial revenue, GDP, CPI and so on. It should be seen that this incident will bring shock waves to local economy, cultural tourism, investment and so on, and local governments are also implicated.

Three, the bad influence on the "made in China" brand will reach an unprecedented height.

Over the past few years, with the rise of China's economy, some Western hostile countries have been demonized China, and "made in China" is just because there are some products that fail to compete. As last year's "poison toy" incident in Foshan, the whole world suspected that Chinese goods were poisonous.

It's a good idea to send milk to the door and worry about those who want to sing bad Chinese.

Six is the protection of the rights and interests of Chinese consumers. It has been put up for many years, but there is always a lot of thunder and rain.

If something happens, it is always a matter of mediation.

The Chinese people still lack a clear sense of legal protection, so standing up Wang Hai becomes a counterfeiting hero, and ultimately the enterprise apologizes and gives some spiritual relief.

The fundamental reason for enterprises to dare to violate regulations and illegal is that their risk cost is very low.

This reminds me of two cases in the United States.

A pregnant woman went into a sporting goods shop, did not buy anything, and then left.

The security guard refused to let her go out on the grounds that she suspected that she had stolen a basketball.

The pregnant woman was furious, accusing the shopping centre of damaging her personal reputation and affecting the growth and development of the next generation, claiming $5 million.

Later the court judge won the lawsuit.

Another case is the famous Maurice Morse company (Marlboro trademark holder), who was accused by the smokers that they had smoked because they had seen the advertisements of Marlboro, and that smoking had damaged their health and resulted in the death of many consumers and demanded compensation.

The court final judge, the company compensation for smokers in the United States $200 billion!

This is a real case that took place only a few years ago.

The successful claim of $5 million was due to "affecting the healthy development of the fetus", which was more than 20 years ago.

If 20 years later, today, we can compensate 5 million yuan for every infant patient; if those adulterated enterprises jointly invest 200 billion yuan to make up for the consumers who consume the domestic dairy products all over the country.

Such "if" makes us realize that such a "if" is absurd.

However, if China's market economy system is really perfect to that day, I believe that at least there will be no more counterfeiters carrying the word "Guo".