A brief talk on event marketing from Haier smashing the fridge

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For a company, integrity and quality is the most concern of consumers, if the responsibility in good faith, then, its user groups must be very broad. I do not know about the 85 Haier "hit the fridge" incident remember, this is a company for the quality of the assessment so many people know the "Haier" this brand, but also so far in the consumer group to occupy a pivotal position. So, today, we not only in the review of this brand, but also from this brand to learn something, fully fully come to talk about the incident from Haier to the refrigerator incident marketing.

Recalling the incident of Haier smashing the fridge

April 1985, Haier Group CEO Zhang received a complaint letter from the user, complained about the quality of Haier refrigerator. So, Zhang to the factory warehouse, put more than 400 refrigerators, all done a check, found that there are 76 refrigerator unqualified. To this end, Haier Group chief executive Zhang found the inspection Department asked, this batch of refrigerators how to deal with? And the inspection department's answer is that since this has been done, the internal treatment. Zhang, chief executive of Haier Group, said if so, it would allow future production of such unqualified refrigerators. Let's do it, you check the department for a shoddy work, inferior products exhibition. As a result, they made two large exhibition room, put in the showroom of those inferior parts and inferior 76 refrigerators, notify the factory staff to visit. After the staff visit, Zhang to produce these refrigerators and middle-level leaders left, ask them, what do you think? Results most people's opinion is more consistent, it is said that the final treatment.

But Zhang, chief executive of Haier Group, insists that the refrigerators must be destroyed on the spot. He conveniently took a sledgehammer, according to a refrigerator, the bang was smashed in the past, the refrigerator smashed the thin bar rotten, and then the hammer to the responsible, twinkling of an eye, the 76 refrigerators have all destroyed. In this incident, Zhang took the lead in withholding his monthly salary for vigilance. This event, as an important lens on Haier undertaking, has also become a classic case in the history of Haier.

Can you see the marketing in this event?

At present, Haier in the domestic brand is very strong, however, Haier hit the refrigerator incident has given Haier a lot of opportunities. Because from this Haier hit the refrigerator incident is not difficult to see, an enterprise's integrity, and then the event for marketing, so that more consumers see Haier for the seriousness of the electrical appliances, at the same time, for users of the enterprise quality services added a score, from which we can learn the following:

1, do not have the courage, do not want to be the leader boss.

85 China just reform and opening-up, the lack of goods caused the market is very good, as long as the product can be used, you can openly send the factory door, and absolutely have the market, absolutely sold off. Even reject can sell. The products that cannot be sold are allocated to some employees for their own use, or they are sold at half price. In other words, even if the Haier Group chief executive Zhang to his complaint letter or said immediately to change a new, do not hit the fridge, as well as can be a good solution to this matter.

But why do you want to smash it? This is the lack of courage, you do not want to be the leader. For Haier, the value is not the loss, more is Haier in line with the brand, if said, no Haier hit the refrigerator incident, Haier may be in Qingdao nine not a lot of word-of-mouth impact, then, it is more difficult to say in the ditch accounted for a very important position.

2. Good faith marketing is the best marketing route for business.

At present, whether electric or other brand marketing, more or less have some negative news, because you businessmen in the sale at the same time more consideration, how to profit, but do not want to the integrity of marketing to their own brand a lot of marketing significance. Why many businesses in 315 this day activities, but, finally, many products have problems, and 315 not become the brand supervision of businesses, but become a product sales holiday.

If the real marketing of business, such as "Haier", Haier Group CEO Zhang said: "From now on, we have to establish a concept of quality:" Defective products are waste. After our products can not be one, two or three and other goods, reject classification. Our products are divided into qualified goods, unqualified products. Market only qualified goods, unqualified goods can not enter the market, to re-enter the market, the responsibility of the producers. He also said that from now on, we should improve the quality management system, later who reproduced such a refrigerator, the responsibility of their own negative ", I believe that the words in the consumer psychology will have a lot of touch. Consumer Word-of-mouth Marketing is the best business event marketing purposes, with the consumer Word-of-mouth marketing to save themselves extra advertising fees. However, the prerequisite need is that your event marketing must be real.

3, managers know to use a "higher vision" to look at the problem.

We must see more, and now many businesses in the activities of the time, the manager has clearly been preferential, to the consumer, but why, after paying, many consumers for their own brand or not enough trust? Presumably a lot of managers have encountered such a problem, I think this is the manager to know how to use the "higher vision" Look at the problem.

In the appropriate time to choose a better route, is the marketing of their own brands, a greater increase in their product sales and development. Zhang, CEO of Haier Group, has a vision indeed, in his complaint letter, he saw at that time that society if want to occupy the market is very easy, so he has the absolute marketing idea, at the same time very good faith to solve this incident, make Haier has today's influence, thus, as a manager, Vision and marketing are necessary.

The best state of event marketing should come from "real"

When it comes to marketing events, many friends will think of "soft wen", it is undeniable that event marketing if done well, it is worthwhile to learn, but, I think, for event marketing, the best state should be derived from the "real", as we write a software to marketing, the value of its "real". For our living environment, "real" is often too little, too much deviation from the meaning of marketing.

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