| Author: Uncle Autumn Leaf | Author: morning
The Beijing Winter Paralympic Games are coming to an end, have you watched the athletes' competition?
Compared with the popularity of the previous Winter Olympics, the Winter Paralympic Games seem to be much cooler. Disabled athletes and the entire disabled group actually need more attention and attention.
There is a company that is doing a very good job in this regard, one-third of the employees are disabled, and this company's product is white elephant instant noodles, didn't you think?
After this matter was exposed during the Winter Paralympic Games, the live broadcast room and online store of white elephant instant noodles were robbed, and sales soared by 200%.
Everyone is using practical actions to praise the sense of social responsibility of the White Elephant Group.
In white elephants, the disabled group is called "self-reliant", each disabled employee is a "self-reliant employee", their factory is also called "self-improvement factory", welfare benefits, care and help should be in place.
Self-improvement employees will be placed in suitable positions according to physical conditions; in order to ensure the safety of workers, the production line has also been barrier-free.
In the white elephant canteen, there are specially set up windows to facilitate self-improvement employees to eat; in the park, barrier-free passages and speed bumps can be seen everywhere...
Treating people as people and having real love for people is hidden in the details.
The most rare thing is that the cooperation between the white elephant and the disabled federation to actively help the disabled to re-employment is not a temporary move, but has been insisting on doing it for many years, and more importantly, they do not say it in a low-key manner, so many people do not know.
Even programs sponsored by white elephants are dedicated to the lives of people with disabilities.
There is a local program in Hebei called "Xiao Wu is coming", when it cooperated with White Elephant Food to launch the "Warm Love" series, one of which reported on the full-time mother who could only use a wheelchair due to congenital spina bifida.
The mother could not work properly, so she taught herself crochet, opened an online shop to sell handmade works, and also became a handicraft teacher to teach others, ran a career by herself, and found the value of life.
White elephants do not use the disabled group to put on a show, but do things for the disabled in a down-to-earth manner, such a company is too rare.
01
When Henan was hit by torrential rains in July last year, white elephants had already become popular with domestic brands such as Hongxing Erke.
As a local enterprise in Henan, Baixiang himself was also affected by the disaster, but donated 5 million yuan and posted a number of mutual assistance messages on Weibo to provide free food, water and rest places for the affected people.
For the white elephant's good deeds, netizens are very touched, but more is surprised, many people think that the brand of instant noodles that they ate when they were children has long gone.
Therefore, like Hongxing Erke, netizens set off wild consumption of white elephant products.
In the face of sudden attention and purchase, the white elephants are surprised and happy, but they still maintain soberness and restraint, and publish open letters inside the company, asking for low-key; externally, they patiently persuade consumers not to buy too much, enough to eat, which is also so that the hard work of self-improvement employees can be cherished.
At that time, the white elephant wrote a special shipment notice, which ended like this:
The mountains and rivers are vast, the fireworks in the world, and the moonlight are all China.
The white elephant is here to assure you that the quality is eternal and the delicious taste is endless.
This delivery notice has now been turned over again, and has been seen by more people, and the gentleness and sincerity between the lines have poked everyone's heart.
More and more I feel that the brand of white elephant is like a treasure, the writing is so beautiful, and things are done so beautifully.
02
To its own people, the white elephant is low-key, gentle, and generous.
But to outsiders, the white elephant is a tough guy.
Among the four leading chinese instant noodles, only the white elephant refuses to buy Shares in Japanese capital, which is a 100% national enterprise.
In 1996, when the white elephant was still a grain processing factory, it almost went out of business due to tens of millions of debts due to poor management, and it changed 5 first-hand leaders in 5 years.
Yao Zhongliang, who came from the military, as the 6th leader, took the initiative to take over the "mess" of this simple production line.
Yao Zhongliang once recalled: "At that time, I bought a lot of tricycles, and I took a group of young men who had just graduated from college, and they shopped goods in two rows on the street, and the small shops and vegetable markets on the street did not let go. ”
Because of the popular route, good quality and low price, coupled with the enthusiasm of the team, the white elephant quickly improved, responding to the advertising slogan: white elephant brand instant noodles, affordable to see!
The following year, the sales of white elephants reached a breakthrough of more than 100 million.
In 2000, White Elephant was already the largest manufacturing enterprise in the country's food system.
With the development of the economy, the big guys are getting better and better, and instant noodles, which used to mainly meet the needs of hunger, began to be classified as junk food because of insufficient nutrition.
Yao Zhongliang grasped the market trend, in 2003 developed and launched a new explosive product: bone broth category instant noodles, focusing on nutrition and health, blowing a strong "big bone wind" in the instant noodle market.
In this way, baixiang has won the right to determine the taste of Chinese instant noodles, and white elephant has become the pioneer and leading brand of China's "bone broth instant noodles" category.
At its peak, the white elephant was second only to Master Kang. In the data of the 2020 Convenience Food Conference, Master Kong, Unity and Jinmalang accounted for the top three in sales, and white elephant ranked fourth with a share of 7%.
China's instant noodle market is so large that it has attracted strong attention from Japan, and the Japanese side continues to throw olive branches.
Master Kong's second largest shareholder is Japan's Sanyo Foods Co., Ltd.; Italia has a Japanese-owned stake of about 30 percent; Andihi invested in Imabari.
The market competition is too fierce, coupled with the introduction of foreign capital by other brands, the image of the white elephant that has been taking the low-end product route has become a bit backward.
If you think back to the instant noodle brands you see in the supermarket, most of them are Master Kang, Unity, and Immai Lang, and white elephants are really rare.
Now netizens want to buy white elephants, but also mainly in online stores to place orders, Xiaohongshu even appeared on the offline supermarket to find white elephant instant noodles boom.
White elephants, even if the company encounters a bottleneck in development, the attitude of refusing foreign investment has never changed.
We do not evaluate whether the enterprise should foreign capital into the shares, this business decision is right, but the four words of "national enterprise" are indeed the plus points of the enterprise brand, which is easy to make netizens feel good.
03
After donating money to Henan, the image of the light of the white elephant's domestic products has been deeply rooted in the hearts of the people, but it has also been shaped by netizens as a typical example of "beauty and strength", while pursuing it as the light of domestic goods, while wild rumors that it is going to go out of business and engage in wild consumption.
There are even people who want to win the heat of eyeball rubbing, open an account of "elephant food live broadcast" on Douyin, and constantly publish videos of "white elephants going out of business", emotionally kidnapping netizens.
Things got bigger and bigger, just as bee flowers were rumored to be bankrupt at the time, and many people were deceived.
The white elephant quickly dealt with the matter, marking on the official Douyin account: "Recently, there is a fake 'white elephant' live broadcast room on the Internet, please look for the 'white elephant official flagship store' blue V authentication account." The fake elephant food live account was blocked.
Although wild consumption represents the public's recognition and support for the brand, the original intention is good, but for the national brands such as Hongxing Erke, Bee Flower, and White Elephant, there is also a great problem.
If you think about it, product sales have soared, manufacturers must seize the production to catch up with the delivery, the original production line is not enough, then it is necessary to add production lines and processing personnel.
But when the wild returns to reason, what about these increased costs and labor?
To support a brand, then you should rationally support the brand.
It is really a good product, and when there is a need to buy it, give priority to buying it. Thin water and long flow, but do not waste money, do not waste products, the company's cash flow is stable, in fact, more happy.
In recent years, the enhancement of national self-confidence has continuously improved the core internal driving force of domestic product consumption willingness, and more national brands have been re-polished for the younger generation to discover and love.
We also see that most of the ways these domestic brands go out of the circle and "turn red" are concentrated in patriotism and feelings.
On the one hand, this shows that people now pay more and more attention to the identification of the emotional level in the consumption process, but on the other hand, the emotional consumption driven by emotions has not been able to last.
The white elephant has exploded twice in donations to Henan and the Winter Paralympic Games, introducing a strong new traffic for the brand, so how to successfully convert the traffic into "retention"?
That's the challenge white elephant faces, but I still want to praise the white elephant as a company, a third of the employees are disabled, let them become self-reliant employees, really remarkable.
They let many disabled people not only not become a burden on society, but through their own hard work, earn money to support themselves, find the confidence to survive, this is so praised!
Such a business is worth sharing and letting more people know about it.