"Dawn white peach is produced in Fukushima Prefecture, Japan." Nongfu Spring, what do you want?

In fact, this product of Nongfu Spring did not violate the relevant regulations. There is no juice added to the product ingredients at all, let alone Liming white peach. Since there is no white peach, where did it come from in Fukushima, Japan?

The problem is the screenshot of Weibo, the official WeChat account taken by netizens, which emphasizes the white peach and the place of origin! Japan itself is very sensitive. I don't know why I specifically said it was made in Fukushima, Japan. Throughout, ordinary people think that this soda raw material (white peach flavor) comes from Fukushima, Japan!

Many bigger and stronger enterprises are dismissive of consumers' doubts. It doesn't matter if it's light, but if it's heavy, the legal department will be busy! Actually, it's like ordinary people tearing each other apart. When ordinary people swear, who can recite all the words prohibited by law and filter them out first? Anyone who can do it will tear it. Ordinary consumers question, see you in court? Recently, there are many similar enterprises, including domestic brands and foreign brands! Nongfu Spring's response this time is really not sincere, but even more arrogant!

Throughout, my formula meets the national standards, and my copy is not misleading. Our white peach was introduced from China and originated in Fukushima. If you keep nagging, I will. ...

I think many consumers, like me, don't know the fundamental difference between soda and juice drinks. Why don't you just say that the taste of soda is modulated and soda doesn't add any juice? The style of copy is too strong, which will mislead ordinary consumers and mistakenly think that white peach juice has been added. Is this clearer? It's very kind of you to explain how many years ago the white peach was introduced to China. Isn't it gilding the lily? Even the copywriter said it was made in Japan, but you said it was imported from China. What are you trying to explain? Not to mention the copywriting guidance for ordinary consumers. After all, how many consumers do you face have professional knowledge?

If the copywriting of the official WeChat account is inappropriate, then the copywriting of some netizens taking photos in the store is cheating. Although this has nothing to do with Nongfu Spring, the response did not mention it at all. Even if this is wrong, this product does not contain juice, which is considered to respect consumers!

Nongfu Spring is not washed in white, and Tmall Supermarket indicates that the product does not contain juice, which is enough to show that there is no problem with the product itself, but many companies are indifferent and arrogant to consumers, which makes people shudder! (The above pictures are all screenshots of the public network, and there is no malicious rumor. )

This is actually an obsession with Japan, but I didn't expect to overturn my watch.

Many merchants and consumers have been brainwashed into thinking that Japanese products are good and Japanese raw materials are awesome, so they are embarrassed.

People who plan Nongfu Spring are probably a little seriously ill in their brains. Today, even when Fukushima is mentioned, they still regard Fukushima as a golden signboard. Without cerebral thrombosis for more than ten years, they wouldn't have this idea [dog head]

Moreover, this marketing estimate is to mark the products of friends and merchants (Yuan Qi Forest) [keep innocent], engage in differentiated marketing on homogeneous products, and then roll over. When the car overturned, it was said to be soft, but it was hard, which was equivalent to giving yourself a negative renewal premium.

Subsequently, the market value of Nongfu Spring plummeted by 280 billion, but it should be noted that Nongfu Spring has been falling, not suddenly after this time, but really accelerated its decline.

False propaganda should be punished, flattering the sun ... I see how you can go back and make up for the lost brand image [yawn] and the advertisement of Baisui Mountain, and find some Europeans to shoot some nobles in the water. I feel sick every time I see it.

And Yuan Qi Forest, a Japanese manufacturer who wears Japanese products, is even more disgusting.

From the above points, it shows that the idea of worshipping foreign things and obsessing foreign things is deeply rooted in some people's bone marrow. Inadvertently, you may get sick at any time!

Bubble water is produced to cater to any healthy diet. No matter which one is flavored with sugar substitutes and additives, there will be no fruit in it. This wave is purely a marketing rollover [I want to be quiet]

"Dawn white peach is produced in Fukushima Prefecture, Japan." Nongfu Spring, what do you want?

Seeing this problem, we can only think that the public relations, technology and management of Nongfu Spring are relatively poor. Because, if you manage it a little, you should not have such a problem, nor should you have such a passive pattern.

The fact is, according to Nongfu Spring's public response, the raw materials of their products are definitely not from Fukushima, so it is impossible to be related to radiation. However, it is clearly written in the advertisement. How can you refuse? Which is true, the response or the advertisement? This may be a big problem.

To say the least, let's believe the company's response that the raw materials of the products are not from Fukushima. That brings another problem, that is, false advertising. Since there are no raw materials from Fukushima in the product, why write the word Fukushima? A mistake? There is no such mistake. It is a standard false advertisement.

Since it is a false advertisement, it must be severely punished according to the advertising law. Otherwise, you can't face the public and consumers. Therefore, how to explain and respond to Nongfu Spring is unclear, and no reasonable reason can be found.

These days, a soda from Nongfu Spring has been soaked in water, because the white peach in Foxiao, Fukushima has caused great controversy.

The main ingredients of this drink are soda water, 0 sugar, 0 calories and 0 potassium sorbate. More importantly, one of its raw materials is Foxiao white peach, although the bottle is not clearly marked with Foxiao white peach from Fukushima, Japan.

However, when Nongfu Spring was promoted online and offline, it was clearly stated that Liming White Peach was produced in Fukushima Prefecture, Japan. For example, the official WeChat account of Nongfu Spring explicitly mentioned that Dawn White Peach was produced in Fukushima Prefecture, Japan.

According to the information provided by netizens, in an offline promotion activity, the red billboard clearly marked "Atakuti Peach from Fukushima Prefecture" in gold.

After this incident, it caused a lot of controversy among netizens. Everyone knows that a nuclear accident happened in Fukushima a few years ago. So far, many countries still ban the import of related foods and fruits from Fukushima, Japan.

Although some countries later allowed the import of some products, so far, China Customs has not released the import of related products from Fukushima, which means that some agricultural products from Fukushima cannot be directly exported to China.

Therefore, from the real situation, it is impossible for Nongfu Spring to use Foxiao white peach produced in Fukushima. On the one hand, China is not allowed to import; on the other hand, the import price of Foxiao white peach in Japan is very expensive. Using imported white peaches as raw materials will undoubtedly greatly increase the production cost of Nongfu Spring, and I believe it is impossible for Nongfu Spring to do so.

This is also the reason why Nongfu Spring is well-founded in the statement. After the incident, Nongfu Spring issued an announcement on the 27th.

In the announcement, it is clearly stated that Nongfu Spring Foxiao White Peach sparkling aquatic products are flavor drinks. In the product label ingredient list, Nongfu Spring indicated the product ingredients according to the requirements of national food safety standards. The ingredients of this product are not imported from Fukushima, Japan. The label of Nongfu Spring products meets the requirements of relevant laws and regulations, and there is no mistake or misleading.

In this statement, Nongfu Spring also rightfully asked the media to delete some articles and comments that hurt Nongfu Spring's reputation.

After reading Nongfu Spring's statement, my 1 feeling is such a big tone, but I think Nongfu Spring is evasive in dealing with this matter.

Now, the focus of netizens' attention is not whether Nongfu Spring used Foxiao White Peach produced in Fukushima, but when Nongfu Spring publicized it, it clearly marked that Foxiao White Peach was produced in Fukushima, Japan. There is no escaping this in black and white.

No matter how Nongfu Spring handles this propaganda, it can't be erased. There are only two situations.

First, either the Foxiao white peach used in Nongfu Spring is really produced in Japan, but we have demonstrated it in many ways, which is impossible.

The second is suspected of false propaganda.

This product of Nongfu Spring does not use Foxiao White Peach produced in Fukushima Prefecture at all. It only creates a product similar to Xiaoxiao peach flavor on the basis of Xiaoxiao white peach's unique flavor, which has nothing to do with the origin of Foxiao peach. In this regard, Nongfu Spring clearly stated in the statement.

Then, since the Foxiao white peach produced in Fukushima, Japan has never been used, why does Nongfu Spring say "Atakuti" peach produced in Fukushima?

On the one hand, Nongfu Spring denied the use of Foxiaobai peach produced in Fukushima Prefecture, on the other hand, it was clearly stated in the leaflet. Isn't this contradictory?

You know, Dawning white peach and Foxiao white peach produced in Fukushima Prefecture have completely different tastes. In everyone's understanding, if it is indicated that white peaches are produced in Fukushima Prefecture, everyone will think that the raw materials of Shuguang white peaches are imported from Fukushima, Japan. This passage is clearly written, and Nongfu Spring can't escape.

Now Nongfu Spring denies that it has not imported Foxiaobai peaches from Fukushima, Japan, which only shows that they have made false propaganda. Of course, whether this kind of false propaganda is what Nongfu Spring officials say or whether the channel providers themselves are at fault needs further verification.

But no matter who makes a mistake, it is false propaganda, which must be handled by the industrial and commercial departments and consumer associations and punished according to false advertisements.

Can't I find a better peach blossom than the tiny island country of China?

The listing of Nongfu Spring once made its controller Boss Zhong the richest man in Asia. For a time, netizens joked that Nongfu Spring is the printing machine of nature.

In this way, an enterprise has come to this day by relying on the vast mainland market of 6,543,804 million China people. However, seeing their promotion and value orientation of this product today, it is obvious that their ass is crooked.

As the saying goes, you can't forget to dig people when you draft. The Japanese people will never die, and the harm of Fukushima nuclear pollution is everywhere on the Internet.

A failed propaganda without knowing it, the market value of Nongfu Spring plummeted by hundreds of billions, which was self-inflicted.

If according to the official reply, the ingredients do not contain imported ingredients, then this is obviously false propaganda and openly deceives consumers.

In addition, according to the description of the propaganda copy, this is obviously a kind of worship of foreign things and flattery of foreign countries. Peach blossoms in island countries are sweeter than those in China. No matter Fukushima or anywhere, capitalist things are superior anyway.

In this context, Nongfu Spring promoted Japan's Fukushima peach blossom, and a bottle of water showed an inexplicable sense of superiority.

Trade has no borders, and entrepreneurs have the motherland. It's hard for me to believe that they didn't accidentally or didn't notice the fact of nuclear pollution in Fukushima. Are the publicity and brand departments of such a big enterprise closed?

The reason is that there is a problem with corporate values. Of course, they won't admit it. It will end in a disastrous public relations crisis.

Perhaps, many years later, this matter will appear in the case analysis class of university marketing major in the form of a case.

The follow-up response is also evasive, obviously guilty. But also a righteously said that he was wronged.

However, this is the case. Our national self-confidence and product self-confidence have long since risen. I believe that if these so-called products are added to foreign places of origin in the future, English will not have much market.

Nongfu Spring, don't forget, who made you a giant? It is the people.

Zhong Shanshan, the founder and actual controller of Nongfu Spring, not only surpassed Ma Yun, the richest man at that time, to become the richest man in China on the day of listing last year because of the substantial growth of Nongfu Spring's listed wealth, but also occupied the position of the richest man in China for a long time with the adjustment of Alibaba and Tencent's share prices. However, in recent days, the decline in the share price of Nongfu Spring has evaporated the value of Boss Zhong by tens of billions of yuan. The reason for the fluctuation of Nongfu Spring's share price is that the subject asked about the morning white peach flavor soaking in water.

This sparkling water has a variety of flavors, focusing on the popular concept of 0 sugar and 0 calories. To put it bluntly, this drink is not only delicious, but also won't be fat and won't affect your health. It is actually the same delicious and healthy concept as Yuan Qisenlin. Of course, whether it is delicious or not is not necessarily healthy.

In order to make bubble water sell better, in addition to focusing on health concepts, it is also an indispensable marketing routine to introduce various high-end concepts. This soaking water in Nongfu Spring is no exception, but the marketing is messed up.

Dawn white peach is native to Japan, and a major feature of Japanese diet is health preservation. We all know that the average life expectancy of Japanese people is the longest in the world, which is inseparable from their great emphasis on diet health. So as long as it is related to Japanese cuisine, it is equivalent to bringing a halo of health and longevity. Nongfu Spring wants to use its own strength to gain a bright spot in concept, so as to further create healthy and delicious drinks for its products.

Unexpectedly, the designer only knew that Dawn White Peach was produced in Japan, but ignored the fact that it was produced in Fukushima, and emphasized that Dawn White Peach was produced in Fukushima, Japan in publicity and product introduction. Where is Fukushima? It was originally a little-known small county in Japan, but more than a decade ago, the Fukushima earthquake caused a nuclear accident at the local Fukushima nuclear power plant, making it famous all over the world. Recently, the Japanese government decided to discharge the nuclear waste water from the Fukushima nuclear power plant into the sea. Obviously, this is a measure to solve Japan's own problems at the expense of the marine environment.

Now Fukushima is equivalent to nuclear leakage and nuclear waste water. Will anyone buy the white peaches produced there? Does anyone dare to eat? Nongfu Spring's response was also very quick, and an announcement was issued to clarify it soon. Although Dawn White Peach is native to Fukushima Prefecture, it was introduced to China several years ago. The raw materials used in Nongfu Spring are all local and have nothing to do with Japan.

In fact, we all know that the white peaches in Dawn are made in China, and all the white peaches in Fukushima County are not enough for Nongfu Spring to eat. However, since the white peach is planted in China, if it is produced in Fukushima, it is suspected of false propaganda. At least, it exaggerates the propaganda and gives consumers a wrong understanding.

Nongfu Spring is really an old hand in marketing. The advertising word "Nongfu Spring is a little sweet" is deeply rooted in people's hearts. The advertisements of "porters of nature" and "Qiandao Lake water source" together can easily make people mistakenly think that all the water in Nongfu Spring comes from Qiandao Lake. Actually? According to the volume of Nongfu Spring, the water in Qiandao Lake is not enough for one year. Therefore, the advertisements in those years were suspected of exaggerating publicity. Before starting a business, the boss worked in a newspaper and became an old media person. He did a good job in marketing.

When it comes to white peach soda at dawn, we have to mention another brand that has been controversial recently. The boss of the brand shouted the slogan of "expensive products, love to buy or not". Yes, this brand is a high-end ice cream brand that has sprung up in recent years-Zhong, an ice cream from 66 yuan. The founder said the cost was more than 40 yuan.

Less than three years after its establishment, it has been repeatedly punished for false propaganda. For example, the red raisin used in an ice cream is super grade, and the inspection report shows that the grade is bulk/first grade; For example, a raw ice milk contains no water, and the ingredient list on the packaging bag says water. There are many examples of similar exaggerated propaganda.

The emergence of various concept products has made false and exaggerated propaganda once again become the focus of society. Consumers are easily influenced by false advertisements when buying goods, which leads to the performance myth that ordinary goods are made with high-end names.

Nongfu Spring's IQ harvest did not expect to cut itself!

First, the myth is no longer after the close on June 24, the market value of Nongfu Spring fell by more than 40%, and the evaporation exceeded 320 billion Hong Kong dollars, about 260 billion yuan. From the "myth of making wealth" listed on the main board of the Hong Kong Stock Exchange on September 8, 2020 (on the day of listing, Zhong Shanshan successfully sat on the throne of China's richest man, and then ascended the position of Asia's richest man in one fell swoop), it has lost the throne of Asia's richest man.

This picture is called: Look at it all.

Second, unfavorable public relations is unreasonable, not three points. In this battlefield of commercial competition, a little carelessness will lose the game. Now, unlike in the past, there are a large number of similar and homogeneous competing products in any industry and any commodity. A good brand premium is caused by years of accumulation. The age of information explosion is the next policy.

Public relations graph

Third, do it and cherish it.

Before Sanlu, there were farmers. Now almost all goods have many substitutes. It takes a hundred years to build a brand, but it only takes a moment to destroy it. Since you call yourself a porter of nature, you need awe!

It can only be said that Nongfu Spring was unlucky, and people caught a pig's tail. Domestic bubble water marketing is basically this "pseudo-Japanese" style. For this kind of crisis public relations, I think enterprises might as well admit their mistakes and be sincere, which should be much better than the present situation.

Nongfu Spring has dug a hole for itself, and now it is difficult to go up and down. If you admit that white peaches are produced in Fukushima, Japan, then they are imported contaminated food. If it is not imported from Fukushima, Japan, it is false propaganda, unless Nongfu Spring removes this information.

I heard that many of these white peach drinks are used to identify Japanese styles. I don't know what it is to show, closer to the second element, or the Japanese white peach is more high-end?

Many food labels say that they are imported, but in fact they are false propaganda, and most of them are domestic raw materials. Labeling imported makes everyone feel more advanced and hygienic. There are still many such people in China who envy foreigners.

Now this has happened in Nongfu Spring, and many netizens are talking about boycotting Nongfu Spring. I think we can still let these manufacturers do less false propaganda and let consumers pay the bill under the guise of imports. I also hope that the relevant departments will pay attention to this kind of thing and let consumers buy what they need with confidence.

Nongfu Spring, as a first-line brand in the domestic daily chemical consumption field, is undoubtedly a marketing veteran. It is hard to imagine making such a low-level mistake-that is, it involves false propaganda, involving some Japanese raw materials that worship foreign things and flatter foreign countries. Once known as a porter of nature by the public, it has now been subverted in marketing.

Nongfu Spring has been a leader in many fields for ten years. At first, with the help of the dispute between "pure water and mineral water", it surpassed Wahaha's pure water in the same city, and then continuously introduced innovative products, winning the first place in several sub-categories. By 2020, the annual sales of mineral water products of Nongfu Spring in China will reach 654.38+04 billion, tea products will rank first with 3 billion sales, and functional drinks will rank in the top three categories with 2.8 billion sales.

As a new category, soda water has attracted the attention of major beverage giants in recent years. At present, the larger brands in China, such as Yuan Qilin, Watsons, Akihito, Nongfu Spring, Wahaha, etc., are far from being the only ones in the drinking water and carbonated drinks market, so they are highly anticipated by Nongfu Spring. In 2020, Nongfu Spring achieved sales of105.4 billion in soda water, flavored drinks, coffee drinks and other categories, with a year-on-year increase of 135%. 202 1 further expanded the category of soda water and introduced soda bubble water in benchmark forest.

The sparkling soda that overturned in marketing this time is a new product launched by Nongfu Spring on April 1 this year. As an important product line competing with Yuan Qi Forest, Nongfu Spring has gone all out in this respect. According to media reports, Nongfu Spring even introduced a new sales policy. As long as soda water is sold in the freezer in Yuan Qi Forest, two boxes of purified water from Nongfu Spring will be returned to the store.

However, this marketing rollover event may have a long-term adverse impact on the sales of this new category.