The food becomes prudent that the star speaks on behalf Food trade marketing fine setting

The food becomes prudent that the star speaks on behalf Food trade marketing fine setting
"I have a customer who did oil of corn who once wanted to ask Pu CunXin to become a spokesman, but he has refused us very mildly and roundaboutly, says he did not cook the food advertisement. " Yesterday, person in charge of consultant firm told reporters the marketing of beverage trade of a food, new the intersection of food and safety law issue to this year from last year, until " whether the intersection of star and celebrity speak on behalf food " Dispute have to be disconnected over,but choose at not speaking on behalf star, peoples famous by food brand, also became more prudent, more careful than in the past.
The reporter learnt yesterday, in a situation that the will that the star speak on behalf reduce, the food beverage trade marketing mode would face the new change too. Have expert think, " circulate new fixed issue the intersection of link and food security supervise management ", force the marketing of the food whole trades and enterprises to enter adjustment period.
New regulation draw high entreprise cost
A few days ago, Chinese General Administration for Industry and Commerce released" the food security of links of circulating supervised management ", require the food operator to establish and improve system of safety management of food, take effective control measures, guarantee the food security. Among them there is a regulation: Individual speaks on behalf the false food advertisement bears joint liability. Point out clearly, public organization or other organizations, individuals recommend the food to consumer in the sham publicity, make consumers' legitimate rights and interests damaged, bear joint liability with the food operator.
" the star speaks on behalf " in new and fixed issue, ones that will nearly overflow to food trade What influence does the phenomenon produce? Including such enterprises as coca-cola, Chef Kang, Xu Fu write claim, to big enterprise, this regulation helps stars to close to to the big enterprise instead. Xu Fu remembers relevant person in charge Miss Sun and claims, the new regulation requires enterprises and the star to become risk bearers together, star speak on behalf products will produce risk, so choose speak on behalf brand, star, celebrity will often be inclined to big enterprises, big brands even more. Chef Kang claims, product quality is ensured, star's all glad cooperation of this company of heel, so this company will not have influence in looking for star's cooperation.
Have marketing expert to think this it is big company that pull face off, new law let star speak on behalf to it draws high to be obvious cost to big company issue. Speak on behalf too before this the star claims to experience and speaks on behalf the pressure: "Three deer milk power is the big brand too before not meeting accident, who guarantees the already famous big brand will not be three next deer? "
The star speaks on behalf the will is reduced
Much food enterprises think, the reason engaging the star to speak on behalf is, can further consumers and the distance between the brands rapidly through well-known figures' popularity, good reputation degree, thus make consumers know the products, accept the products, drive and sell finally very fast. But the marketing expert thinks, the pulling ability to consumers in recent years of this kind of celebrity's appeal is being weakened.
Shanghai engraves Hou JunWei, marketing expert of food trade of consultant firm of Thai marketing, to point out, to big enterprise, the strong one, the marketing mode will not be great to change, it will be a part in the plan of their marketing to engage the star to speak on behalf. But to small and medium-sized enterprises, star and enterprise's both sides will become more prudent, carefully. The star may not dare to do, or unwilling to do, the requirements for enterprise spoken on behalf will be improved.
Yesterday, food enterprises said frankly to the reporter, from last year, the star spoke on behalf the will of the food was reduced too, some the intersection of first line and star, the intersection of front and the intersection of image and better star, celebrity refuse, speak on behalf food. Hou JunWei claims, the class that the star can speak on behalf is numerous at present, and speak on behalf the food is relatively large compared with risk undertaken, so they would rather choose others than speak on behalf food.
It is reported, this kind asks " the star speak on behalf " Marketing way lose flavour in being at some enterprise too at present,it is reflect by enterprise capability, means promote trade and investment not to become. Cheng Mei's marketing general manager of consultant firm dedicated Yi Cheng told reporters yesterday, because competition homogeneity was serious, a lot of enterprises will have already asked the star to speak on behalf and change the requirement of promoting trade and investment, and many distributor too can invite star, especially please reach airline star, celebrity as judging whether an enterprise entered newly is a strong simple method, level relative marketing high distributor regard it as, deal in this enterprise decisive terms of product especially. Personage this censure still, after new regulation issue, " star treasure ' feather ' even more, medium and small the intersection of food and enterprise ask way that star speak on behalf difficult to move. "
The new rule makes the trade enter adjustment period
Dedicated Yi Cheng think until " whether star take the place of obstructed words and deeds " When, to small and medium-sized enterprises, must learn to improve marketing strength, through the rigorous market research, make the clear profit mode, the market (brand will make a reservation) that the perfect description products will be subdivided . "Ripe distributor, whom great distributor need, settle on often to can fill in the intersection of market and blank, the intersection of competition and little product. " Cheng Mei's marketing dedicated Yi Cheng of consultant firm claims.
The marketing way of engaging the star to speak on behalf may be reduced in food trade progressively, but last one will last 3- 5 years. In this course, including enterprise and the whole trade will enter an adjustment period. The famous marketing expert of beverage trade Zhang HuaPing proposes such a view, after a new law, especially food law of having huge system are issued and implemented, will bring and strike greatly as to the whole enterprises and actions, enterprises may have had chance to play the edge ball in operation in the past, but with the implementation, ripe of the law, enterprises and the trade move towards the norm more and more, enterprises should carry on constant adjustment too, come to adapt to the new environment by oneself.
"The big enterprise with self-confident, strong quality may not have too much worry, but to most small and medium-sized enterprises, if want to surviving, should make the transition, or withdraw, or raise the operation cost, change the workshop-based operation on small scale in the past, enlarge and strengthen. " Zhang HuaPing says.

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