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Among the many rich people in Zhejiang Province, Ma Yun is more familiar to everyone. But with the changes and development of the times, Zhejiang Province has produced a "new richest man".
In 2020, Zhong became the richest man in China, and has since become the richest man in Asia.
Unfortunately, this chair was lost before it could sit still.
At the close of trading on June 24, the market value of Nongfu Spring evaporated by more than HK$320 billion (about 266.1 billion yuan), and the decline in market value also caused the value of Zhong Shui, the helmsman of Nongfu Spring, to shrink significantly. According to public information, Zhong Directly and indirectly holds a total of 84.41% of the equity of Nongfu Spring. According to the shareholding ratio, in five and a half months, Zhong's value evaporated by about 270 billion Hong Kong dollars (about 224.6 billion yuan), which made Zhong lose his position as the richest man in Asia.
But recently because of a "netizen", Zhong Hashian's troubles have been added.
Recently, some netizens exposed a "Fukushima white peach flavored sparkling water" from Nongfu Mountain Spring, which was clearly marked with the banner of "originating in Fukushima Prefecture, Japan" in the promotional materials of the product. According to the pictures provided by netizens, the offline sales of this product will also be "made in Miyazaki Prefecture" and "Product in Fukushima Prefecture" as selling points.
Because of this advertising slogan, Nongfu Spring was pushed to the cusp of public opinion.
Since the serious nuclear leak in Fukushima, Japan, the surrounding water and soil have been polluted a lot. As early as 2011, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) issued a notice prohibiting the import of food, edible agricultural products and feed from 12 prefectures, including Fukushima Prefecture, Gunma Prefecture, Tochigi Prefecture, Ibaraki Prefecture, Miyagi Prefecture, Yamagata Prefecture, Niigata Prefecture, Nagano Prefecture, Yamanashi Prefecture, Saitama Prefecture, Tokyo Prefecture, and Chiba Prefecture.
And this exposed netizen is not someone else, it is the "Nongfu Mountain Spring" Buddha-figure.
The picture is taken from the public account of Nongfu Mountain Spring
Nongfu Spring is on its own public account platform, selling this dawn white peach flavored soda. This soda is a new product just launched by Nongfu Spring on April 1 this year, with a total of three flavors: mojito, dawn white peach, and Hyuga summer orange, and spend a lot of money to invite stars as product spokespersons.
Some netizens posted heap advertisements in some supermarkets on the Internet, also emphasizing that "Miyazaki Prefecture produces citrus, Fukushima Prefecture produces ATAKUTI peaches"
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Did Nongfu Mountain Spring really use Fukushima's white peach?
Public opinion fermented rapidly, at noon yesterday, the official Weibo of Nongfu Mountain Spring responded that there was no ingredient imported from Fukushima, Japan, and the research and development personnel created a product similar to the flavor of dawn peach according to the unique flavor of dawn peach, which was not related to the place of origin.
Emphasizing that only the dawn peach flavor was created, the ingredients did not have ingredients imported from Fukushima, but it was hard to relate to Japan, and Nongfu Yamazumi wanted to use Fukushima as a selling point, how could it blame consumers for misreading it? Momo is not from Fukushima, Japan, so why is it so emphasized in publicity? Is it just to label your products as "high-end" and "imported"?
Nongfu Spring's response did not turn off the fire for this marketing rollover event, followed by the Weibo hot search of "Nongfu Spring's market value plummeted by 280 billion".
Netizens have mixed opinions about the statement that "Dawn White Peach Flavored Sparkling Water Product is a flavored beverage, and the ingredients of the product are not imported from Fukushima, Japan"
On June 27, Jiande issued an official microblog to issue an investigation circular on the source of raw materials for the white peach flavored sparkling water at dawn in Nongfu Mountain Spring, which verified that the raw materials for the production of nongfu mountain spring dawn white peach flavored sparkling water could not be purchased from Fukushima Prefecture, Japan.
That said, Nongfu Mountain Spring Dawn White Peach FlavorEd Sparkling Water really does not use Fukushima's white peach.
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This raw material is clear, consumers are not so good at fooling, "false propaganda misleads consumers or raw materials taken from Fukushima, always have to admit one." Netizens commented. Obviously, Nongfu Shanquan's response is difficult to calm the doubts of public opinion, but instead pushes itself to the side of false advertising.
Hao Huizhen, a lawyer at Sichuan Shenghao Law Firm, said: Article 8 of the Advertising Law of the People's Republic of China stipulates that if there is an indication of the origin of the goods in the advertisement, it should be accurate, clear and clear. At the same time, article 4 stipulates that "advertisements shall not contain false or misleading content, and shall not deceive or mislead consumers." Advertisers shall be responsible for the authenticity of the content of the advertisement.". Hao Huizhen said, "Judging from the expression of the WeChat public account of Nongfu Mountain Spring, it mentions that 'dawn white peach is produced in Fukushima Prefecture, Japan', which is indeed easy to cause misunderstanding among consumers, although it is not said that the white peach in the sparkling water material is produced in Fukushima, Japan." Of course, whether it violates the Advertising Law of the People's Republic of China needs to be determined by the relevant departments. ”
Netizens questioned the heat of rubbing the Japanese system in its propaganda, and then cleared up the relationship after the accident. As a head brand, its inconsistent publicity and clarification this time are somewhat inappropriate.
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In addition to the "richest man", before that, Zhong Had many labels on his body: marketing genius, copywriter master, and zhejiang businessman who can write articles the most. He once confessed: "I have been a business for so many years, so that I can do advertising creatives at will. ”
I have to say that it is also appropriate for an advertising slogan to start a brand for Nongfu Spring, and over the years we have heard slogans such as:
"The Nongfu Spring is a bit sweet"
"We don't produce water, we're just nature's porters"
"The well water is down, the river water is medium, the mountain spring is up, and the farmer's tea"
"Brew tea with care. Good water, good tea, good people to drink"
……
An advertising slogan can start a brand, and an advertising slogan can also make a brand fall into a whirlpool.
Apparently, this time Nongfu Spring "overturned".
I don't know how many bottles of Nongfu Mountain Spring will have to sell next after losing the throne of the richest man and 280 billion yuan of Zhong Zong.
(Lungfish)