Van Gogh advertising events reflect the three current situation of China's electric business

Recently, where the official website of the customer-prudential Products launched a series of T-shirts, and national leaders to do a large picture of advertising. The Ministry of Industry and Commerce said that the advertisement has violated the "Advertising law" seventh, "no use of State organs and State organs in the name of the official advertising" provisions. A scholar thinks: a considerable part of the network participants lack of legal knowledge.

In response to the advertising events, the author of the country believes that not only the market personnel lack of legal awareness, as China's absolute strength leader of the Shangdou appeared so, can reflect some of China's e-commerce industry status quo.

One, the enterprise pursues the cash flow team lacks the calm

With the "crazy investment" boom retreat, in exchange for the lonely after the break. One after another well-known electric dealers, are staged in the same play-layoffs door, although the main characters are different but the plot is almost identical. And the survival of the electricity quotient, regardless of fame and size, are facing a serious problem. Is the self hematopoietic, create cash flow to maintain the vitality of the enterprise.

In the information explosion environment, to stimulate consumer shopping, is not a simple thing. And faced with hard advertising costs fly, advertising effect but the period of huge reduction, through simple hard advertising to drive cash flow is already outdated. The marketing team of the enterprise, naturally will focus on the planning, creativity, activities and so on.

But as a 12-year planner, the author knows it is not easy to really come up with a surprise, a ghost, and meet the requirements of the target population, the company's development strategy. And the marketing team is faced with huge income indicators, so many network planners will be to attract consumer eyeballs as the first task, thus ignoring the hidden public relations crisis and legal consequences.

Second, most enterprises lack of sense of crisis

The competition of electronic commerce is more and more cruel, and the effective propaganda channel is occupied by big electric power business. Under the pressure of survival, more and more Internet enterprises put sales in the first place. Find channels, reduce costs, recruit agents, very little willing to spend money on brand packaging, but will not pay attention to ignore brand promotion, reduce public relations maintenance will produce the consequences.

In particular, just joined the traditional E-commerce enterprises, usually think that brand packaging is absolutely a kind of burning money behavior, waste is shameful, is leading to failure of the culprit. Thus the brand packaging and market costs, down and down. Or is all promotion must be linked to performance, posted on the forum, should be pressed on the marketing staff or public relations companies, to bring the number of sales enterprises. But never take into account, the public relations industry on the intangible effect of corporate reputation, not to think of a public relations event, those who have published PR articles will greatly reduce the vicious spread.

On the contrary, usually only pay attention to hard publicity never pay attention to the maintenance of Word-of-mouth enterprises, like a tightrope on the cliff. Once the wind blows, and there is no protection net, the consequences will be disastrous.

Third, the enterprise internal workflow is not smooth

The larger the enterprise the more detailed the division of labor, resulting in a lengthy workflow. In internet companies, a contract requires five or six leaders, 10 days and a half months to determine whether the seal, is nothing new. As a customer such large enterprises, in the enterprise to publish promotional ads, there will be relevant leadership to audit.

To be clear, although the Internet advertising supervision than media, television medium is much looser, but as long as a little common sense people will understand that the dignity of national leaders is absolutely inviolable. If it's just a marketing team that's having a brain fever, make the ad. As executives of every guest, it is never possible for everyone to have a hot head. As long as a leader has seen the ad to raise objections, there will be no situation today. The only explanation is that the ad or the executives agree to publish without notice. Internal checks, it is not strict, also increased the probability of the emergence of the crisis.

Every guest incident is already past, can not erase every guest to China's huge contribution to the electricity business. But some scholars have decided that a large part of the network workers are lack of legal knowledge, it is indeed regrettable. Although the scholar's comment some serious, but because the network marketing process monitoring difficult, the protection of the difficult, the proof is difficult, did make some people the opportunity to mix water fish, messing up the e-commerce industry reputation. I hope the relevant departments and the electric business industry, can jointly introduce some laws and regulations, and by the functional departments to regulate, to enhance the entire electrical business industry standards.