How to use second-tier brand crisis.docVIP

 PAGE \* MERGEFORMAT 9 How to use second-tier brand crisis It appears that China’s dairy industry is really no peace, and shook the world of “melamine” event had just subsided, and downtown in a wave of “precocious puberty”, “malicious defamation” event, this wave has not fully subsided actually has cropped up “leather milk.” It had to make people sigh: silence. But then again, let alone the developing countries, even developed countries, it is difficult to avoid the occurrence of crisis, the U.S. legal system have taken place in the highest degree of “financial crisis” to be careful also occurred in Japan’s most famous “Toyota Recall the door “, not to mention that China? Here, I do not want to discuss the probability of crisis events, and would like to explore every time when the crisis broke out, those events have not been ridden in the second-tier brands how to use the event to grow rapidly. When the “balance” when a sudden shock Years of observation by the author, no matter which industry, when a crisis erupted when the market will lead to a strong shock, a relatively stable market structure is thus broken. At this point, the most typical case may be than the 2008 “melamine” event. When the media widely reported incident, the Chinese dairy industry as the first occurrence of “earthquake”, was incident-ridden brand, sales plummeted, the whole market moment into a “shock” state, consumers are waiting and watching, “I will go.” Interestingly, however, is that the market structure, much like a “balance”, the end of fall, the other side is bound to Qiaoqi, consumer demand, the others always find its satisfaction. To the “melamine” incident, although we clearly see to the “Sanlu” brand in the fall, led by the problem, or even collapsed, but other brands have not been exposed to buck the trend rise in sales to rise. The most typical case is the international milk powder brand. In the “melamine” incident, many international brands not been exposed, wh