2016-08-15 16:43
Direct selling license has not yet been approved after Xiyuan overlord hard back brands＂
[straight news network Beijing on August 14 hearing (China business newspaper) after getting rid of the "carcinogenic" shadow, King began actively to enter the direct selling business in an attempt to restore market. However, this transformation may late.
5 at the end of 2016, Overlord group finally look forward to the Chenyuan get snow day, 5 at the end of 2016, Hong Kong's high court for sentencing, Bawang international and Overlord (Guangzhou) earlier accused of Hong Kong "one weekly" reported that libel, the high court of Hong Kong ruled in favor of the king, ordered to "one weekly" compensation of HK $300 million, which makes the overlord get rid of the troubled 6 years of "cancer" shadow.
According to the king's group, Wang Liang, the king of the current strategy is to try to restore the market through a new business and increase the direct sales model. But this time the transformation of the overlord group will mean? In the future, the king of the first line of the market whether the possibility of the brand is zero?
Difficult to return to first-line brand ranks
In 2010, Hong Kong "one weekly" article on the king's two shampoo containing carcinogenic substances dioxane has reached "jeopardy", let the daily activities of the giant suffered a huge blow, in the reports of three days time, its market value evaporated 40 billion yuan, by the end of August 2016, Overlord, the total market value of only 17.39 billion yuan, and before the "carcinogenic" incident, 2010 the market value of about 190 billion yuan, and negative security problem let overlord group since the beginning of 2010 consecutive losses, according to the annual report of 2015, the overlord annual loss of 1.11 billion yuan. Overlord's shampoo products are completely out of the ranks of the first line of products.
After experiencing overlord "two evils" after the storm, the overlord of the person in charge told the China business reporter: This is very exciting for enterprises, after proving their innocence, the company will concentrate on the recovery of the market.
Prospects for the king to restore market, marketing industry experts Lu Shengzhen that brand has a continuous cycle, brand development is a universal law, have a flutter period, rise period, stable period and decline period. If in accordance with this law, the brand is to continue development for many years and even appreciation of hundreds of years, but if this cycle appear disorder, will be beating.
The king of the precarious period appeared in before and after the stable development of the 2010 unrest is very powerful. And the continuation of time is too long, daily chemical products, once consumers brand turmoil is difficult to return the, despite the recent "overlord" shampoo containing no carcinogenic substances dioxane was confirmed, but this in terms of consumer has not pay attention to these, especially has in the past six or seven years. Overlord original flagship product of the consumer has been in 6 years was the king of the negative factors solidified, it is difficult to change.
Marketing industry experts Li Xingmin said: the new consumer has not grown up, the new product category or brand has not been cultured. Overlord these years too much superstition brand value, not in a timely manner to shape the new brand, to replace the king. The possibility of the return of the first line of the king of the first day of the king, the difficulties will be more and more big. It can be said that in recent years has been in line with the trend of the trend of many, the original kind of reliance on functional demands of the world is far away.
Overlord group public relations person in charge told reporters: the king has been pioneering maternal product business sector, and in September the introduction of maternal and child products.
Brand marketing expert Zhu Dan Peng said: overlord after enter the herbal tea industry, failed one of the reasons is the product of the span is too large, leads to the separation between the products, the king tried again to into other areas, so how to build brand and product market positioning is the overlord must consider the problem clearly.
Low-key wading direct selling industry
2015, the king low-key start direct trial operation, Chen Qiyuan, chairman of the group, also admitted that the 20 million yuan of security is applying for direct sales license. August 10th, the reporter consulted the list of the Ministry of Commerce of the direct selling business, as of now the king still did not get direct sales license.
Direct selling industry in 2015 has been developed by leaps and bounds, the total market performance of nearly 200 billion yuan, but the direct selling business has been a problem such as management. And vulnerability. Early 2016, direct selling enterprises growth most rapidly g ti is blasting suspected of false propaganda, by the prosecution of someone's star, although the company come forward to clarify not g Ti administrative staff and staff for the, but products agents misbehave, but also highlights the direct selling enterprises in management deficiencies and loopholes.
For recently the king of the rumors on the network "to join the direct sales donated stock" mode, Wang Liang said: "never heard companies have the pattern."
Lu Shengzhen believes that: for many old brands, direct marketing is not a very potential marketing model. In particular, direct selling to people is extensive, many loopholes, the lack of supervision of the impression.
Lu Shengzhen think overlord choice of direct sales, it should be a attempt to haven't tried marketing mode, like Bosideng now try to electric business, but try not to blindly innovation.
Overlord group marketing events
2004
With the endorsement of Jackie Chan, Overlord shampoo in the domestic famous.
July 3, 2009
Overlord International (Group) Holdings Limited in the Hongkong Stock Exchange main board listed as the first global Chinese herbal medicine companies listed in Hongkong.
July 14, 2010
"One weekly" published reports that the overlord shampoo containing carcinogenic substances "two evil", the report once published immediately triggered market shock. Although a few days later, the State General Administration of quality supervision, inspection and Quarantine will on the official website announcement, said "overlord related products sampling, dioxane levels will not be on the health of consumers, produce harm", but after this crisis caused by the negative impact has "don't stop".
2010
Overlord group to the high court of Hong Kong filed a lawsuit against "one weekly" reported the existence of "slander and libel", "one week" request compensation for the loss of HK $5.6 billion. This event as a turning point, a "despot" brand began to usher in bad luck. In the second half of 2010, Overlord shampoo turnover fell as high as 63.2%.
2013
Hongkong high court dismissed the "one week" of the request, and sentenced by the "one week" bear the costs of litigation. But after more than a year, in the case of no substantive progress.
2015
Lunar new year has not yet been finished. A fusion a spoof video of Jackie Chan classic overlord shampoo and network the Divine Comedy "I skate shoes" -- "my shampoo" on the network quickly soared red. Overnight, the Chinese social networks have been occupied by the Duang. In "lay shot two days later, Overlord group on the official twitter micro released a video of a" choosing a bottle can be duangduang "shampoo in the" borrow network Reds "Little Red Riding Hood", to "self" and "dark" form, will have a "spoof" event homeopathy into its own brand PR event. Overlord Group official video will be officially Duang to the 2015's most popular online terms of the status, but also the silence for a long time the king shampoo to the public view.
2016
Hong Kong's high court recently sentenced: on July 14, 2010 issue of "one week", refers to the overlord shampoo contains carcinogenic dioxane, was keyword/keyword listed company keyword/keyword Bawang International (Group) Holdings sue for libel claims 5.6 billion HK dollars. After 39 days of trial, the court ruled that the defendant a weekly publication Co., Ltd., the king must be compensation for 3 million Hong Kong dollars, and the plaintiff shall be required to compensate the 80% litigation costs. Waiting for the successful 5 years, Overlord group repeatedly tried to restore the brand image, but it seems to have been powerless.
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