Maotai liquor from the Chinese public relations cr

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Maotai liquor from the public relations crisis, the plight of Chinese

In 2004, a year of risk and opportunity exist.
Despite rapid economic growth brought about by the huge market opportunity for many companies have achieved unprecedented growth opportunities, but the inventory just past 2004 years, we have found that this year almost be called a crisis of Chinese enterprises years: a variety of crisis is not only frequent, and menacing, in the crisis swept through the commercial market turmoil, many leading brand in crisis is particularly striking quagmire: the milk industry, Sanlu, DVD Kim Jong industry, health care products industry giant can of calcium, household appliances industry, Skyworth, Yili dairy industry, wine industry Maotai - storm after another of the crisis, infiltrated all aspects of business operations, from product crisis, a crisis of credibility, brand crisis, the enterprise crisis to the industry crisis in 2004, the crisis experienced by Chinese enterprises, from the frequency of occurrence of the range, depth of penetration can be said is unprecedented.
more and more critical consumer behavior and competition makes the crisis situation in almost the twin material business operations, as long as the enterprises in operation, the crisis is certainly hard to avoid. The focus of our concern is: Why in the same business environment, subject to the same protection of laws and regulations and constraints, but in the crisis, some enterprises should receive Board flawless final defeat? However, some companies able to make plans, not only to resolve the crisis, and to translate them into opportunities? Behind this, the decisive power of what?
with many industries, China's wine industry due to low entry barriers, many brands, fierce competition, the market order is not fully established, the development of the whole industry is in a state of chaos - on the one hand a large number of loss of liquor business, on the other hand there are a large number of outsiders poured into the liquor industry. Operating rules makes confusion in the market competition becoming caught in a vicious circle, and over-reliance on advertising into making the industry profits are falling, the more serious is the crisis has been on a variety of surface: from Qin pool Duishui Shanxi adulterated liquor major, Guangzhou poisoned wine events, wine country to the recent academic fraud was revealed Maotai triggered a crisis of credibility and so on. The crisis reflects the Chinese wine industry on the one hand that there are shortcomings in the supervision, on the other hand also reflected in the face of fierce market competition, some liquor companies can not achieve the breakthrough and had to take the risk of marketing to take certain short-sighted behavior.
lack of brand management, lack of industry credibility, advertising marginal utility decline,[link widoczny dla zalogowanych], crisis management response to flawless, the Chinese wine industry is currently facing one of the biggest obstacles to development of public relations dilemma. Troubled businesses into public relations, not only small business start-ups, even if, as Maotai Group and other industry leaders, businesses, the same understanding and handling of public relations there are many deficiencies. PR China's wine industry, the plight of the common difficulties. PR crisis management
Maotai: Can they? No missing?
2004 年 9 months, a southern media published an article entitled Conference on the combination of liver disease, some experts strongly question the Then south to a media, Maotai in the industry based on the influence of the incident known as the wine industry in 2004 the biggest crisis public relations events.
before the crisis struck, Maotai Group has responded very quickly. Organized several media appearances, and gradually introduced to .
followed, November 24, 2004, the Great Hall of Maotai Group also announced in the capital, invested 10 million yuan to establish the
Two days later, they boarded the Maotai Group leaders held in Chengdu, as Maotai
treatment in accordance with the principles of public relations crisis, Maotai Group, a series of moves from the reaction speeds, the media guide, event control, it is successful. But brand-building point of view, this success is the success of enterprise short-term momentum of public opinion, not long-term credit to maintain success.
Maotai is handling the crisis was still lost in a short time is difficult to give an objective evaluation. Generally speaking, the average consumer can not tell the truth of a scientific argument and credibility, which is why this drink is that Liver, I believe most people are hard to judge right and wrong. Between business and the media in the public definitely more inclined to trust the media - corporate speak for themselves the position, the position of the media is to represent the public in public opinion. Although the All this is nothing more than to justify, but it is difficult to Maotai Group set up by WWF after the events and enhance their brand reputation - in the public view, if a person accused of a crime, suddenly claimed that they have to contributions back to society, its purpose is to win outside their own laundering or favor, and not really into it.
brand building is a long term project, General Electric, IBM, Coca-Cola and other international giants have been able to continue a century and Built to Last, in addition to its ongoing product, technology, marketing, leadership cited the trend of innovation, the system and integrated brand-building is also the focus of development, and this can not do without good public relations. This is why many multinational companies to enter China, the first consideration is not how to capture the market, but to consider how to win people's hearts - they sponsored by large-scale public welfare, afford the corresponding social obligations established in the minds of Chinese people from the strong brand reputation, and certainly after the establishment of such a reputation for its subsequent marketing played an important role in promoting. As an industry leader
leading brand, any kind of commitment and Maotai Group action, have the influence of the industry benchmark for Maotai Group, people want to see is not it take much effort to prove a favorable product sales of its arguments are set up, and use of its advantages to better promote the sound development of the industry, for consumers, the community to create more value. The public relations point of view, we did not see Maotai Group on the public, any large community in return - except in the aftermath of the crisis. Therefore, the Maotai Group's crisis management actions may seem look good, but outside people, the more of these actions for their own fire into it.
as the most well-known liquor brands in the moment, Maotai undoubtedly successful. As of November 30, 2004, Maotai sales increase compared with 4.23% a year earlier, sales rose 19.11%. Maotai full year 2004 total sales has nearly 50 million. Maotai Group is its long corporate history of a competitive advantage, but will not be a sustainable competitive advantage - in order to compete in the future to continue to maintain a competitive advantage, in addition to products, sales channels and so to gain advantage, but also need to companies continue to go through extensive public relations and other means to brand content, the accumulation of brand influence, can only industry in the fierce and chaotic competition.
PR: building brand or crisis fire
with advertising the situation of fierce competition, shrinking market capacity, many liquor companies to increase advertising campaign in an attempt to kill the open burn on advertising a way to survive. Millions, tens of millions, billions of advertising, such as water bills into the hands of the media, but most of the liquor business, ; - Advertising and alcohol diminishing marginal utility of the credibility of the industry decline, making a hundred before the test Braun's method of selling advertising to promote sales of failure, the plight of the Chinese wine industry much-needed break.
At the same time, most liquor companies, including industry leaders such as lack of awareness of public relations, not to mention poor awareness of brand management and marketing considerations for multi-reliance for advertising, public relations is just being as for the fire-fighting tools - where there is a problem, and where to use public relations to make up or resolved.
liquor business marketing dilemma is the plight of public relations. When a single means of industry competition, marketing plans are too quick success, the state of competition in this industry is doomed in a low level, the fight channel that price, and then not to fight the concept of bragging about - look at China's home appliance industry has encountered difficulties, we will be a kind of déjà vu. PR China liquor business
difficulties caused mainly due to the lack of strategic planning and brand management, inadequate, even as Maotai, Wuliangye such industry heavyweights, an important factor in enterprise development ranking, and brand management, reputation degree of shaping these
One day, when the liquor business public relations is no longer as fire-fighting equipment, and be regarded as a necessary means brand building and strategic business development to include adequate attention, we can only say that the Chinese wine enterprises truly a breakthrough development.
postscript
As the world becomes increasingly integrated, the Chinese economy opened the door to the outside world, the regional competition has closed no longer exists, there is no any global awareness, no long-term business development plan, destined to compete in the new society can not survive.
competition laws are changing, competition from low-end products, turning high-end brand competition is a trend, and liquor business in China must face the threat posed by these trends and opportunities. Only follow trends, seize opportunities, enterprises can only compete in the future market in an invincible position.