The media comment Farmer Spring Zhong: Come out to mix sooner or later want to return

Who built the peasant empire alone, a confrontation? Who dreams for business strongman, Ning defying? Love to see the Emperor films, the promotion of the war, firmly believe in the "struggle to develop" the idea of the Zhong, this experience to "come out and mix sooner or later" truth. The few appearances of the Zhejiang boss, who appeared in public, were the last to laugh. In 2000, he first initiated the attack, to "lone wolf" posture, challenge the entire water industry, with "can Not blossom Narcissus" visual experience, will be pure water manufacturers to the corner; 2009, the farmer spring passively involved in the "Arsenic gate" incident, he still go his own way, a violation of ordinary private enterprises low-key practices, Directly with the government agencies, the result is the inspection department apologized, Haikou replaced the Secretary for Trade and Industry. However, 2013 years spring, the third station in the press conference Zhong, although as always narrowed eyes, seems to be free, but it is difficult to have the past full of mood. One months with the Beijing Times dispute, in the Chinese hotel after the controversy, the situation has changed part of the change, but the farmer spring, has paid a painful price-even after repeated explanations, many people still do not believe that the farmer spring safety. "If you want to be like some media say victory, it must be a tragedy." The farmer mountain Spring Dong Zhou says. "If it's simple from a crisis PR perspective, it's not a total success, and if it's long-term marketing, it's not a failure," he said. "A farmer, who asked to be anonymous, said at the top of the spring. "Enterprises will not hype, is the mummy" for the habit of the initiative of the farmer Spring, "standard door" incident is undoubtedly an accident. Prior to this, the farmer spring every public relations incident, has been carefully planned, by its initiative to launch. The former Farmer Mountain Spring an executive told the South Weekend reporter, and direct trader, it is Zhong himself. "He looks more like a creative person or a planner. "The executive said. The bell has repeatedly declared, "Enterprises will not hype, is the Mummy." From the beginning of development, the farmer spring has been pursued is the Zhong logic-"The best marketing is event marketing", create events, seize events, will seize everything. The farmer Mountain Spring's growth history, is all the way to fight the water lake warfare history. Each "water war", after all, it seems to be an event marketing, regardless of reputation slander, directly expand the farmer spring market share. The 2000 pure Water war is one example. Previously, the Chinese bottled water market has been a pure water paradise, similar to the robust "27 layers of clean water," the safety concept almost popular, become the industry's choice. At that time, only wahaha pure water one, accounted for more than 50% of the market share. This year April, just started farmer spring, in Zhejiang Chunan construction of Asia's largest monomer water plant will be put into use, looking for market competition breakthrough, undoubtedly became the biggest topic of Zhong. "It was just a regular release, until the eve of the press conference, and we didn't come up with a good news point," he said. An old employee who asked for anonymity told a southern weekend reporter. But after a night, ZhongThe speech at the press conference was stunning. Without the knowledge of most of the staff, he suddenly threw out a "big news" and decided to stop producing pure water because, after experiments, purified water did not benefit health. "This is tantamount to a break with the industry." The old employee recalls. However, marketing at the beginning of a small impact, and did not arouse concern, there is no opponent response. In order to further stimulate the opponent, next, the farmer Spring Select Step Press, three consecutive experimental data: Narcissus plant experiment, mouse survival of mice animal experiments, as well as cell experiments of red blood cells. In television and other media rolling broadcast of the publicity, daffodils, mice, red blood cell ads, demonstrating the pure water and natural water contrast experiments, again to the negative conclusions of pure water. The insider recalls that the ad continued to be on the market for nearly 3 months, with no opponents responding. Until June 8, unable to sit on the Wahaha finally all over the hero post, combined with 69 industry enterprises to form the Alliance of Life and Death, in the West Lake held a conference, accusing the "industry public Enemy" farmer Spring. According to reports, robust that the farmer spring is playing the guise of healthy water, confusing, extremely irresponsible and extremely immoral. Wahaha, robust, Zheng Guang and other leading six enterprises formed a delegation to the national Trade and Industry Bureau and other five departments to submit to the farmer Spring "unfair competition" complaints. We all laughed at that time. This is the clock in the total trap, want to fight, also need to have objects ah. The insider recalls that on the night of the Wahaha conference, the farmer spring was hot and deliberately chose to hold another conference at the same venue of the Westlake Guesthouse. This was the first impression Zhong left for the industry and the media: for marketing results, rather defying. "Some say we are traitors." I'd say we're kind of like Copernicus. Truth becomes more and more obvious, so it is also a revolution of consciousness. Zhong afterwards slightly proudly said. In order to and pure water factory for the market, Zhong also bear than peer higher cost, let the farmer water sales price to 1 yuan, to eat up the price of peer market. After this service, pure water propaganda plummeted, many manufacturers also began to seek to operate. 2001, a year ago, and farmers Spring Dozen water Jinyi Group to invest 300 million yuan to buy out the northeast Wuda Lian Chi, turn mineral waters field. And the leader Wahaha also in the farmer spring into the "Mineral springs" Jilin Jingyu County layout. In 2003, robust even announced the cessation of the production of purified water. 2007, the farmer spring again to stare at new opponents, detonated the second war. This is the share of the explosion of the industry's new boss Kang Master. At that time, Master Kang Mineral Water has reached the annual sales of billions of of the market share. The strategy for this time Zhong is to make water acidic and alkaline a popular topic for discussion. "Good advertising, not only to arouse the attention of users, more importantly, let users discuss." "It was in the advertising department's conference room, and it was the advertising motto, which was another set of advertising principles that the aggressive Chairman had put into focus." and Master Kang and farmers spring into the "water gate" of the pinch. Farmer SpringThe water source is considered to be unfit for drinking type IV waters. However, the water problem turned into "Rashomon door", all kinds of network stickers, the media is more to accuse each other as behind the scenes of the attackers. However, this time, Master Kang did not speak openly. Everyone has learned that no matter what the farmer spring out of what strokes, feed "ammunition", can not take, "can no longer be used by him." Industry war, farmers Spring into a "public enemy." (Cao Yi/photo) "A hungry wolf on the side" two times after the water, the farmer spring benefited enormously. Data show that December 2012, the farmer Spring Series products sales breakthrough for the first time billion. "The offense and defense have already been different. "Peer analysis, this time, turn to become the industry leader of the farmer spring, experience the taste of attack." The fuse of "standard door" has already been buried in fact. Farmers spring earlier in Zhejiang Qiandaohu, Jilin Changbai Mountain and Hubei's Danjiangkou set up three radiation in east China, north China and Central and western regions of the production base, 2004 and south of Guangdong, the spear pointed at the China Resources Yi Bao's base area of southern market. At that time, Zhong, as always, "plan to obtain Guangdong and Hong Kong 25%-30% market share in 3 years, become the first brand of drinking water market in Guangdong." "It's hard not to be wary of a hungry wolf on the side." "The PR director of a competing water company said to Southern weekend reporters. The "standard door" is not the first time the farmer spring has been attacked. Beginning in June 2009, in a short period of four months, the farmer Spring has experienced the "Water gate", "false Donation door", November and deep "arsenic door." Opponents are not soft, because it is "in a taste, a dose of medicine." When November 24, Haikou City Trade and Industry bureau issued consumption warning, farmers spring related products were found arsenic exceeded. Zhong November 30 personally convened a press conference, the bold prediction behind the behind-the-scenes hand manipulation, and showed a look at the end of the gesture. Previously, he himself was considered a trader behind many marketing events. Because the fear of water is taken away by the business sector, "he called the night to explain, asked to tune 200 people to hold, can't let people move ' I ' things", at the same time repay the case. The final event ended in a comeback. Zhejiang Food Industry Association People commented that this stems from Zhong personal self-confidence, in his view, the farmer spring standards and quality, is not to be questioned. He has always shrugged off other Chinese water companies, such as Wahaha. In his eyes, any other bottled water is not good enough, they exist, is irresponsible to consumers, the other water, that is tap water. "But now the media are questioning their standards, not even tap water," said the person. It was the last thing he could bear. "And Job-hopping to the former farmer Spring market director Syed, is friends read as Zhong in the standard gate event Jutichto main reason. Just began to hire Syed, Zhong often invite him to eat at home, talk about dreams, "the result of such a person, suddenly went to a competitor, and then someone pointed at his sore spot." What happened in the middle is unknown to outsiders. ThisKind of blow that almost made him lose faith in everyone, "he was not open to the media. In his view, the media coverage at the beginning was full of hostility, and finally simply did not communicate. "The lone wolf fosters conceit, aggressiveness, lack of friends ... is considered unscrupulous Zhong, the name of the lone Wolf, has long been in the industry rumors. "My understanding is that loneliness is solitary and wolves are aggressive wolves." A senior executive who has left the farmer's spring has told Southern weekend reporters. Wolf sex is always reflected in the Zhong provocative speech, such as "in China, the most understand the water, is the farmer spring, not experts nor what association." "A former executive at the farmer's spring," recalls. At the Global Drinking Water conference held in Shenzhen in 2006, Zhong more direct attacks on mineral water, such as Master Kang, is not advocated by the U.N. Food and Agriculture Organization and should not be produced. Zhong himself. "Lone wolf" is sometimes lonely. "It may have been a journalist for many years, and it was ephemeral." "he said. Reporter career by Zhong often mentioned, although left for many years, but he still boasts of "Zhejiang daily Complex" on many occasions. into the newspaper less than a year, early 1985, Zhong because of "Why Hong Mengxue?" "The problem of talent flow has become the new star of Zhejiang Daily's rural ministry. This experience also for his future business to plant a good network, "he is now a real friend, is the Zhejiang daily old friend." These old reporter friends, now all have the key, in Zhejiang Media Circle as a senior position. This how much help the farmer spring has a relatively clean rear-facing environment of public opinion. In April 1988, Zhong submitted his resignation letter and became the first person in the "sea" of the Zhejiang Journalists ' circle. "He was the object of the interview Hong Mengxue, in the township enterprises after a few years of pleasant, but also to Hainan and his encounter, together with the development of turtle pill, health Tang's ' Another founder ', has served as the chief Engineer of the Health hall. "Zhong in the body is the Zhuji of aggressive blood. In the gentle Shaoxing touts, Zhuji people have been a heterogeneous. The family ordeal of the young age aggravated this layer of background. Zhong's grandfather, Zhong, was a secretary of the first Party branch of the Zhuji during the Northern Expedition, but because of its damning experience, it became the burden of the whole family during the "Cultural Revolution". Zhong's parents were therefore devolved from the provincial capital to Zhuji. Zhong, who had been forced to drop out of the "Cultural Revolution" when he was only in grade five, studied masons and carpenters. His boyhood friend writer Meizhi recalls that 1977 when the college entrance examination, although even the most basic knowledge of algebra do not understand, the clock still adhere to the college entrance examination, two consecutive Tests, but each year with more than 20 points of the gap Mingluosunshan. He does not participate in the entrepreneur Association, few entrepreneurs friends, do not participate in the CPPCC, the NPC, hardly accompany the government officials to eat, the newspaper, there are few personal reports. He made no secret of his loneliness and conceit: "I am a loner, what my peers are doing and thinking, I don't care." "Regardless of, in the eyes of old friends, sometimes unscrupulous. 1991, when the sea to Hainan business Zhong or Wahaha in Guangxi and Hainan, the total agent, there has been a rush of goods. "At that time, Hainan New development, agents have a lot of preferential prices, the result he pulled the goods to Zhanjiang, the high price sales." And so, he and his future opponent, Zong, have been unhappy. The latest example of Maverick is that after the standard gate incident, one of Zhejiang's leading leaders once went to the Xinhua news agency, Zhejiang branch to investigate, at the meeting, the farmer spring: "Recently farmers spring noisy very hot, farmer spring is not qualified, that there is any water good to drink." "For the majority of Chinese companies in trouble, the support from leading leaders is undoubtedly a tonic." But Zhong or according to their own thinking process, for a long time there is no response, this matter has not seen media reports. Farmer Spring before Gao Tangzhangwu (alias) said, although Zhong education is not high, sometimes read wrong word. But in the company, "early copywriting, a lot of them are written by themselves." Now the copy, or a little bit of the trial. There are subordinates boast "he is a little Confucian scholar's ambition." Sometimes chatting with tears. But internal management, a kind but far away, in the farmer spring, "peremptory is the emperor, he can casually around a person's fate." Because of its too strong style, not good at listening, unable to effectively communicate, the company has been a low-level management mistakes, "as a high-level, Syed of the non-compete has not done, it is incredible." More than 20 years ago, the clock in a letter to dissect himself, "it was too poor, poor own kind of inexplicable self-respect and lofty, to all businessmen are dismissive, this is too shallow." The man in the merchant is the real strongman, the man in the literati is only half a strongman. "Since then he chose to do the real strongman business road, into the water industry, but only to embark on a mixed, sarcastic countless of the way."