Mengniu Black PR "731 plan" the entire process of detailed: the seizure of 30G evidence

"New century" weekly reporter Wang Shanshan

In a "gentle version" of the Web post, a "mother" asked: "Baby just broken milk powder, heard that Yili QQ Star is for children to drink milk, can drink?" Replies to the tone of the enthusiastic person said: "The landlord does not know?" Yili QQ star Riga Fish Oil, will lead to premature children, or do not give the child to drink, you can choose other child milk! ”

In another "violent version" of the Web post, a "father" angrily posted: "Top Your lungs, Yili QQ star plus deep-sea fish oil, the harm of my son precocious." My son, who was a 3-grade primary school, has always been a loyal fan of Yili's QQ star, with a beard at a very young age, and a faint Adam's apple in his neck. ”

These web posts, appearing in a number of parenting topics in the Network forum, but the poster is not the real "father" "Mother", but by a Beijing network pushing hands company-Beijing Desprie Network Marketing Consultant Limited Liability company (hereinafter referred to as Desprie), according to the instructions sent to the Internet.

The content of the Web post from a code name "731 Plan" PR plan, full name for "DHA occasion Word-of-mouth spread", by Mengniu over the years the most closely related to a PR company-Beijing boss US PR Consulting Co., Ltd. (hereinafter called Booz US) carefully designed.

According to the plan, the main purpose of this action is to "borrow the Life Times" Beijing times, including several exposure to the Chinese fish oil market turmoil, causing public concern about the quality of fish oil, enhance the algae oil DHA is better than DHA fish oil awareness. In the end, "the target is gradually pointing to competitors", inciting consumers to boycott the "QQ Star baby Milk" product that has been added to DHA of deep-sea fish oil.

The scheme, which is scheduled to be completed by the end of July, is named "731 plan" internally.

Now, the exposure of the plan not only has not become the destruction of the enemy's "biological bombs", but turned into a "Mengniu's shame", resulting in a severe legal lawsuit Mengniu, corporate reputation sweeping, the follow-up effect is still further fermentation.

October 21, Hohhot City, Inner Mongolia and Hohhot Municipal Public Security Zone Bureau officials successively in the interview with CCTV, confirmed that Mengniu children's Milk project leader An Yong, Beijing boss US network head zhaoning, Shiping, Mano and other four people have been suspected of damage to Yili Goodwill was formally arrested.

However, as of now, the Inner Mongolian official and Mengniu claims that the matter for Mengniu company planning, and the case is characterized as "personal behavior."

"731 Plan"

According to the electronic evidence seized by public security personnel, the plan was issued July 14. This is the first day of the actual booth of the life Times, scheduled to be published on July 16.

The newspaper's front-page headline published an article entitled "Deep sea fish oil most problematic experts say the fraud is serious." July 14 on the day there are more than the network reprinted this article. The report of the person in charge later in the interview with this newspaper denied participation in any enterprise soft paper planning. The July 15 issue of the Beijing Times, Oriental Morning Post, also published a question about deep-sea fish oil, but it was published in the "paid advertising version."

This became the Mengniu a series of PR operation starting point. Beijing boss US's high efficiency is staggering-from July 14 to see "Life times" article, the relevant personnel completed the same day, including "background", "strategy" "means" "dissemination of the topic" "Media list" and "budget" a complete plan.

Aside from the goal, the PR program itself "professional quality" is amazing. The planning case defines the overall communication strategy as "occasion communication". The first step is to attack the deep-sea fish oil products have problems, triggering public panic; the second step, through the network pushing hands, began to network as the main position of the depth of attack, led to deep-sea fish oil in the EPA leading to child sexual precocity, and in the discussion will be directed at Yili, Jinlong fish, Shengyuan, Amway, such as the use of deep-sea fish oil products business; The third step, Through the network pushing hands focused on the attack of Yili QQ star Children's milk led to "sexual precocity."

The operation cycle is 7-10 days, including in the Tianya question and answer, Baidu know, such as the issue of wiki questions and answers, comprehensive coverage of all parent-child parenting forum, the use of consumer tone to launch the online "million people signed to reject fish oil DHA" signature activities, as well as the launch of a large number of

The plan then directly provided nearly 80 complete Wiki questions and answers, and detailed the grassroots blog, Saliva post writing requirements, including how to post to the name of parents to challenge the product safety of competitors, and the content of the saliva is carefully designed as "gentle version" and "violent version" and many other versions.

The plan was initially estimated at about $250,000. However, according to sources close to the Inner Mongolian Public Security Bureau, the case was further implemented in the course of the investigation, and the actual cost of the scheme was 280,000 yuan.

Yili Group spokesman said that the company is in late July monitoring of public opinion on the Internet appeared on the network of Yili QQ Star disadvantage of the post, the company after-sales service department tried to contact with the post, but received no reply, the company then reported. After the Inner Mongolia leadership instructed to ascertain the case as soon as possible.

The source said, according to the investigation by the Public Security Department, the program by Beijing Booz US deputy general manager Shosheme on July 14, led the company network Group staff Zhaoning, Shiping and integrated group staff Mano and Mengniu company Beijing Liquid Milk "future star Child Milk" product manager An Yong to discuss the completion. Shiping then commissioned Desprie Zhang Ming and Li Youping looking for network writers to write attack posts, and in nearly hundreds of forums posting hype. Shangtong when the high click of the personal blog blogger writing, "recommended to the portal home", "top", "refinement" and other operations, and pay fees.

According to the introduction, network security Police seized more than 30G of electronic evidence, more than 500 pages, of which the highest number of clicks of a post clicked more than 200,000 times.

Beijing Booz US was founded in 2001, the main customers include Mengniu, COFCO and Abbott. Yang, general manager of the company in a number of public occasions following Mengniu Group president Niu around, has been the Mengniu Group President Assistant identity.

At present, the case is still further investigation. The Inner Mongolia Autonomous Region Procuratorate October 21 confirmed that the official file.

The battle behind

What is worth pondering is the process of the case advancement and exposure.

Yili group insiders in the interview with this newspaper, admitted that if it is not exactly in the early August outbreak of the "St. Yuan precocious" incident caused central to the dairy industry's high concern, or the inner Mongolian authorities to know the first thing for Mengniu planning, the case will not necessarily investigate to this extent.

This newspaper reporter learned that as early as August 11, Yili Group has a "on the recent partial media malicious defamation of the relevant situation," the report of the Inner Mongolia Autonomous Region, Hohhot party committee and Inner Mongolia Public Security Bureau, by all levels of leadership instructions.

The following September 18, a "' network push hands ' to aggravate market vicious competition," Xinhua news agency conforming also received a number of central leadership instructions, the Ministry of Public Security subsequently issued a notice to solve the case as soon as possible.

The case thus quickly broke through. According to the source close to the matter, said, Mengniu Children's Milk Project head An Yong, Beijing boss US network head zhaoning, Shiping, Mano and other four people are in the Mid-Autumn Festival (September 22) before and after the arrest, until the middle of October was formally arrested.

However, until this time, Beijing Booz US general manager Yang was not involved in the case, "731 plan" one of the planners, deputy general manager Shosheme also due to the birth of the son and not be arrested.

On the evening of October 19, a startling claim that "Mengniu is the" one behind the "milk-premature event of the yuan" is rapidly fermenting on Sina Weibo. Another forum post, titled "Mengniu Group's deliberate attempt to disrupt the business reputation of our company (Yili) and detect progress in commodity reputation cases", was forwarded around.

This article more than 5,000 words, will Mengniu brand and products launched a series of "persecution" public, and pointed to Mengniu as "the shadow of the case of the Shengyuan incident." The article from the wording and tone of the suspected Yili internal bulletin. Yili officially denied the intention to spread the matter online, but admitted that it had been internally informed of the progress of the case.

Our correspondent from the news sources close to the matter learned that the case found in the "731 plan", the Inner Mongolia Autonomous region is also quite embarrassed, do not know how to deal with, because "are large enterprises, palms the back of the hand are meat".

From the current development of the case, from the Inner Mongolia Autonomous Region Government to the relevant enterprises, also tend to be less.

October 21, the police in charge of detecting the case--Inner Mongolia hohhot Municipal Public Security Zone Bureau officials in the interview with CCTV made it clear, "from the case, with Mengniu company is not related to the personal behavior of the project owner," because Yili goodwill damage case belongs to "with his responsible products are related, There is no association with Mengniu company.

And Mengniu in the first statement issued on October 20, to avoid the vicious network of Yili marketing planning events, but only stressed that the company has never planned the implementation of the "Saint-Precocious events" related activities, and announced that the cyber-defamation to the Public security organs report.

October 21, Mengniu in the second press statement echoed with the police, said the "An Yong incident" is indeed its personal behavior, and its own interests, "not Mengniu group's corporate behavior." That night, Mengniu in two hours to change the content of the declaration, has sent four versions of the statement.

"An Yong is a product manager of Mengniu Group's liquid milk division. In Mengniu, each product has a product manager. Sales of each product are tied to the revenue of the product manager. "Mengniu to this as a prologue, in the statement stressed that An Yong is not in the case of any superiors, without authorization, with the cooperation of the company, published a fish oil contained in the EPA component of the health of infants and young children adverse speech.

For Mengniu's "severed arm", CCTV "name mouth" Cui in its microblog called netizens to "spend 280,000 yuan to do bad things" An Yong learning, "Learn he spent his money for the company's broad mind, learn his work for the company not to let the company know the silent dedication, Learn his bravery for the benefit of the company regardless of personal safety.

When's the fight?

Mengniu and Yili have long grievances, almost from the time of the establishment of the company has been planted seeds.

1999, in Yili struggle for nearly 20 years of NIU, with more than 1 million yuan, combined a group of old will founder Mengniu Group, which opened two enterprises and the growing war.

The initial scramble between the two sides began with the milk source. The two sides compete to raise the price of milk, and try to rob each other's hands of the milk source, methods to do everything. After that, from product lines, categories, and even product names, two companies are keen to play "on the touch" of the game, one side has a new product, the other side immediately follow, your product called "Sour Milk" "Future Star", my product is called yogurt, "QQ star."

The result of serious homogenization of products is price war and propaganda war. Lest the positive publicity is not enough, all kinds of malicious defamation of public relations planning has emerged. Over the years, all kinds of smear opponents have never been punished, so the means of constantly "mature" upgrade, and even attack opponents have become a part of corporate culture deep bone marrow, in-depth company grassroots.

An investor who has researched Mengniu has talked to our correspondent about an anecdote that has been an early battle between the two sides. He revealed that Niu pioneering first year, in order to open Mengniu products in Hohhot influence, had spared no expense to buy at that time the city's main Street light box ads. The next morning, the citizens found that all the light box ads were maliciously smashed. The case was not broken in the end, but it sparked a heated debate in the city. Mengniu to the weak posture to win public opinion sympathy, also famous.

According to the 2010.5 Annual report, Yili period, the main business to achieve income of 14.693 billion yuan, and Mengniu first half to achieve operating income of 14.434 billion yuan, Yili for the first time in several years to overtake Mengniu. This may aggravate the Mengniu's sense of crisis. An industry observer said, although in recent years, two companies have some sober voice, recognized that the fight against their opponents may not be beneficial to their own, will only aggravate the public distrust of the dairy industry, but a specific operational level is unable to extricate themselves, it is difficult to change deeply rooted in the enterprise of the fight gene.

Many hope the revelations will help companies discipline themselves, but there is no sign that Mengniu and Erie will end up with the internet exposure.

In a statement of October 21, Mengniu not only classified the vicious PR marketing case as an employee's personal behavior, Yili also countered with the "anti-explosive", saying that Yili had spent more than 5.9 million yuan in 2003-2004 years employing PR companies to plan six action plans to launch a news attack on Mengniu.

Whether it's an unknown "unsolved case" or a known "insider", merging together is just a grim story set by two of companies. You dare to stab me "three steps", I will expose you have "six actions", China's largest two dairy enterprises in the mutual pinch this thoroughly open. Who is the biggest victim in this endless fight?

Our intern reporter Zhoujin also contributed to this article