September 29, in Anhui electrical appliance stores Andre, gree's a mall shopping and beauty of a trainee Clerk had a fight, beautiful the salesman in fighting head injuries, died after the rescue is not valid.
Three days later, Beijing tiantongyuan of Carrefour hypermarket, from Anhui nine Yang soymilk machine sales, was forced to fire channel being beautiful four promoters weiou. According to incomplete statistics, the Mid-Autumn Festival, during the national day, beautiful and nine-country happened 50 Angelina conflict.
From secretly so that the trip to bayonet saw blood, "violence is behind the marketing" of the home appliance industry's collective anxiety and soldier.
Gross margin decline of anxiety disorder
29 September in chaohu local large home appliance stores Andre, gree's shopping recommender sunjun and beautiful internship sales strong, fight, sunjun behind from the powerful Wei kicked, powerful, head down, died after the rescue is not valid. At this point, enter from the powerful-the beauty of Lake chaohu Office only for a week.
The origin of the conflict on both sides, but is linked to the air conditioning of hanging the gree to the beauty of the hall door, the light box and banner are all hiding away, beautiful Lake chaohu Office air conditioning Sales Manager Xu GUI was born in is tearing Eclipse beautiful poster hanging, powerful Wei was kicked back to sunjun.
2 October, hospital officially announced powerful Wei death, identification, the result is that strong blows to the head from external-cause cerebral arterial vascular rupture, hemorrhagic shock, died of multiple organ failure.
Beauty of household electrical appliance group public relations Minister, Zhu source to put a line sales conflict and extreme results, as is "for a long time accumulation of contradictions explode."
Anhui has always been the main battlefield of gree, gree, this year's report shows in Anhui market sales accounted for sales of their national market, the importance of 7%; and according to us-it goes without saying that the data provided, gree and beauty sales ratio has changed from the original 6: 1 becomes 1.5: 1 — beautiful words "gree's most important market is we get down".
Although the information provided by the gree, midea in Anhui Province sales however gree of 40%, but there is a local business in chaohu air-conditioning industry for more than 10 years of us dealer revealed that in 2005, the United States in the chaohu area of sales dollars, but this task is 1 billion.
Gree beautiful conflict is irreconcilable.
2 October last year, in Anhui liuan, Fuyang Hefei, the cities of large stores, a card with "gree air conditioner brand image are facing bankruptcy" and "gree air bombing casualties scary" and other content of color-page is a temporary promotion personnel distributed to the public. Gree to the beauty of the Court.
In April of this year, the United States played in "unconventional action" ad and poster campaigns page, launched "operation against price," but the word "cell", it is to use the gree L O G O font, advertisement, "cell" to rupture.
The source said, when the United States to buy a newspaper layout Home ads, gree will buy a cover of "gree" to the whole newspaper.
Now, wars to upgrade to the foot soldiers. One important reason is that the gross margin decreased by collective.
Beautiful half report shows, the first half of this year, the beauty of air-conditioning and parts revenue 258.55 billion yuan, an increase of 39.85%, copper, and other major rise in the cost of raw materials and energy-efficient products and energy-saving effect of Huimin subsidy revenue, gross margin in the first half of the company's overall business year-downward 5.33 percentage points, to 17.25%.
Gree electric appliances product overall gross margin in the first half from last year's 25 .47% decreased to 16.07%, reduces 9.4%, including air conditioning and accessories only 16.27% gross profit margins, up is down 9.59 percentage.
Gerbepal consulting company Senior Director team restart that Terminal sales personnel in conflict have ten years ago, but not to this extent, the second half of this year significantly aggravate, one of the most important reason is that the entire household appliance industry are "worried" and "source of anxiety", is the RMB value increase is expected, and raw material price increases. "Once the appreciation of the Renminbi, export compression, the domestic market of inch compete, such conflicts may be even more tragic. ”
Competition-frequency electrical appliances are public relations company into attack company
Beautiful gree is no violent conflict between, in the household appliance industry, a similar story is not uncommon.
"Not only is the air-conditioning industry, color TV industry promoters of violent conflict occurs. "Color TV industry a marketing person told reporters that particularly in times of war, we promote the chord are hard-pressed to keep, including some of the local branch employee or visitor, such as the counter on a sample placement across the territories, and so on, small problems can become a fuse of the conflict.
Another TV heads to journalists about their businesses, "network television is in direct competition with domestic brand, for a time, because the policy, and other factors, can watch content reduction, there are several consumers in use. "The official said," there is a problem solving through after-sales service this is a normal procedure, but we found that competitors are active and these consumer contact, organize their collective complaints, issue on our negative information. We are very reluctant to do so, we may also collect other problem fighting back.
”A public relations company told reporters that there are many network writers will create brand enterprise in negative news, paste it and Forum are common, "our job is to focus on these negative messages, the primary contact with the bar, timely shantie. ”
"Lie, fabricating facts, hiring a public relations company. "Gree electric appliances CEO Dongmingzhu said," I used to joke that isn't called public relations company, called the attack company. ”
The beauty of the national front also encounter a "spoof" — on the eve of the Golden Week 28 September, the "Godfather of beauty fanghongbo caught" fake messages begin to spread. "This is a competitor unkind, in multiple forums post. You can also see these posts. "Beautiful people that spread the message of the people have been arrested, the" masterminds behind my back of the opponent in confessed. ”
"Because of the beauty of recent years in the air, ice, wash the area grow quickly, Haier, gree, midea three strong precedence rearrangement, white market structure changes, only these serious incidents. "In mid-October, fanghongbo interview interview with this explanation.
Online posting malicious attacks spread of low cost, high speed. Recently, the post bar Division General Manager immediately in the "Shu-2010 China Internet Marketing Summit Forum" openly expressed, paste it on average daily deleted posts up to 100 million, of which the largest one reason is that some poor community marketing company used machine tools automatically publish to paste it.
"All due to the fierce market competition. ”
A home appliance industry source said, home electrical appliance industry is the most intense industry competition, margins, particularly in some areas, the enterprise is almost a personal enemy, enterprise sales pressure eventually transmitted to the Terminal personnel.
Apart from Terminal sales and brand, technology is critical to disputes. In 2005, two giant galanz microwave ovens and beautiful broke "struggle"; ziwei light summer 2007 broke conditioning copper aluminum pipe, "holding the copper distribution" and "holding al" diverging technology issues become attack competitors of ammunition. Not long ago, gree and Hisense-free for "air conditioning" was a big fluoride or fluoride-free mudslinging.
"If this situation persists, the industry may be lost ' conforming to the ' normal market order, have a crush on slander each other, brings ' game ' than rotten, the healthy development of future industry, would be undermined. "Some analysts means that Government-related regulations, Brooks.
Next to the reportInjured enterprises are what are called in
According to industry, household appliance industry some vicious competition means a figure swimmers, especially using the Internet a lot, product prices, corporate brand, rankings, after-sales service, etc.
1
The price is the price of malicious appliance industry usage, but some price war is different from a regular promotional products. According to an official responsible for color TV, some enterprises will deliberately making a very low price, the fact that the enterprise did not have the specifications of the goods or, rarely, in order to suppress the opponents equivalent product sales. Of course below cost price, suicide is the industry.
2
Marketing sniper enterprises have their own marketing and advertising plans, paying attention to the competition act is basic common sense. But if the malicious damage other marketing plan will be very unkind. According to media reports, the earlier suning appliance to Shanghai's flagship store opened in launch of newspaper advertisements, but it is early in the day, some employees in retail newsstand, suning put eight edition of the advertisement were missing, approximately 20 million be unidentified persons.
3
Negative news planning a good PR you can order enterprise reputation and visibility, but there are enterprises in the opposite direction. An enterprise in order to suppress another enterprise, sometimes requested public relations company planning, gathering information on competitors ' information, identify some flaw or vulnerability, or of each other's negative news for exaggerating the problem of rendering, the individual will be rendered into a universal problem fighting each other. Some branch following employees will publish and distribute your opponent's negative news reports or flyer.
4
Malicious spy on the competition between enterprises eventually transmitted to the Terminal staff who become increasing pressure, various means. A household electrical appliance enterprises official said, "covert exploration" there has been no secret that there are always some people attempt to join the company's internal communication platform, spy on your company's information, including sales data, new product development and promotional activities of enterprises, and so on.
5
Technical part of the enterprise is ready to launch derogatory "news war" and "public relations battle". When questions are directly on the floor, some enterprises will directly attacking derogatory. Including technical factions, a technical direction is treated as a supply of opponents of ammunition. According to industry reports, some enterprises in their propaganda attack other enterprise technology direction, such as myself A technology, in its product flyer special hit "B technology be eliminated" or attacks against consumers B technology choices, and more information. May also be a list, use different data position flaunted in rivers and lakes.
>6
Network attacks use anonymous or network news form attack might be competitive brand actively claimed that will rival's problem, or even inventing some non-existent "offences" framed each other, not just about products, services, and may also include business sale, leader in personal image, crime, separation, and so on, not only "stick" to kill "and who killed". Network paste it, and various forums in many various brands of negative information on product quality, service, employee benefits, etc. Network content review more lenient, channel number for the Forum, the unit bar, Q Q group message.
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