Take Japan's Fukushima outfit "high-end", Nongfu Spring is a bit "early"
Zhifan
A few days ago, Nongfu Spring White Peach Flavored Soda Sparkling Water used the words "Dawn White Peach from Fukushima Prefecture, Japan" in its promotion. This description was questioned and made consumers think that the raw materials of the product were derived from Fukushima, Japan.
Nongfu Spring responded that the research and development staff created products with a similar flavor to the morning peach based on the unique flavor of the morning peach, which is not related to the origin of the morning peach.
There are no ingredients imported from Fukushima, Japan. The labeling of the product complies with the requirements of relevant laws and regulations, and there is no error or misleading.
On June 27, the Market Supervision Administration of Jiande City, Zhejiang Province issued a notice stating that after verification, the raw materials for the production of Nongfu Spring Dawn White Peach Flavor Soda Sparkling Water were not purchased from Fukushima Prefecture, Japan.
Even so, the dispute among netizens has not been settled.
The seemingly reasonable response was actually a failure of public opinion public relations.
Because the relevant facts are very clear, Nongfu Spring deliberately emphasized in the propaganda copy that "the white peaches are produced in Fukushima Prefecture, Japan".
Nongfu Spring is stunned to use Fukushima as a selling point. How can it blame consumers for misunderstanding?
The peach is neither from Fukushima, Japan, so why should it be emphasized in the publicity?
Probably to make consumers mistakenly think that they are Japanese products, and make their own products look more high-end!
Nongfu Spring responded by emphasizing that it only created the Dawn Peach flavor, and the ingredients were not imported from Fukushima.
It should be just a publicity strategy to insist on a relationship with Japan, aiming to make consumers have a certain association, and then label their own products with a tall label of "imported goods."
Now, consumers are having associations, but it is not the associations that the merchants had imagined, but the associations that were unexpectedly polluted by the nuclear leak. Nongfu Spring is not happy anymore.
Whether Nongfu Spring is suspected of false propaganda needs to be investigated and dealt with by the market supervision department, and will be put on hold for the time being; however, it is somewhat unreasonable to be able to propagate this way but prohibit the outside world from understanding this way.
At this moment, it is not wise for businesses to apologize for deliberately misleading ad copy or for consumers’ concerns. Instead, it is not wise to criticize media reports in a strong tone.
Once upon a time, it seemed that as long as it looked like an imported product, even as long as it took a foreign name, there was a kind of bluffing power, which made domestic businesses happy and tried again and again.
Nongfu Spring emphasized "Fukushima Dawn Peach, Japan" this time, and the hype routine is in the same line.
But now and then, domestic consumers have long been less scammed, knowing that California does not have "California beef noodles."
This time Nongfu Spring’s “turnover” is also a warning to similar businesses.
First of all, don’t try to deceive consumers, let alone think that you are good at playing side-by-side, consumers are not so fooled; secondly, the marketing thinking that seems to be more upscale as long as it has a relationship with foreign countries should be changed long ago. Changed.
We should have our cultural self-confidence. The moon of a foreign country is not rounder than that of China. Don't just use a foreign place name to pretend to be high-end.
Consumers have gradually matured, and businesses cannot be so naive.
Comics/Chen Bin