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"Arowana 1:1:1 blended oil", I believe that everyone's advertising slogan has long been familiar. With this flagship campaign, Arowana sales skyrocketed amid growing health concerns.
Arowana not only has an advertising message that attracts healthy people, but also has an auspicious name.
"Arowana", Chinese has had an unusual love for gold since ancient times, and Arowana is an ancient sea creature that has found a large number of fossils in China, and is regarded as a symbol of wealth and money in Southeast Asia, Chinese naturally has a unique affection for this name.
But who knew that this brand, which uses a name with Chinese characteristics, is considered to be a domestic brand, and it is actually a foreign brand, which disguises itself as a domestic product to harvest the people, surging 257.5 billion a year, directly squeezing out China's old domestic market.
What's going on here?
"Arowana" from Malaysia
Arowana was created by Kwok Henian from Malaysia. And who is Guo Henian, the founder of Arowana? He is Malaysia's most prominent entrepreneur, ranked fourth on the Forbes Chinese Rich List, and is truly Malaysia's richest man with a wealth of wealth.
He is also known as the "Hotel King" and the "Asian Sugar King", and in 1976, Guo Henian acquired a 93.3% stake in a Malaysian sugar factory, becoming the "Asian Sugar King". He single-handedly controlled 5% of the global sugar trade market, which few can match.
In 1971, Kwok invested RM100 million to build the first luxury hotel in Singapore, Shangri-La, which was extremely luxurious and resplendent. Shangri-La has also become the world's largest hotel group, internationally rated as a five-star hotel, and Guo Henian has a new title - "the father of Shangri-La". He founded Shangri-La Hotels, the most luxurious hotel chain in the Asia-Pacific region, and countless rich and celebrities are keen to patronize Shangri-La.
So why would such a person who already has his own huge business in Malaysia come to China to start a edible oil brand? This also originated from Guo Henian's experience of coming to China in 1980.
At that time, there were still large and small grain and oil stores in the streets and alleys of China, and the Chinese people still had to take their own oil bottles to the grain and oil stores to fetch oil, and the oil could not be stored for a long time because of many impurities.
This allows Guo Henian, who has a keen sense of business, to see the huge potential of China's grain and oil market, in the face of China's huge population base, the demand for oil must be very large, and the inconvenience and demand for oil also give Guo Henian the opportunity to open China's grain and oil market.
In 1991, under the guidance of Guo Henian, small packages of Arowana oil were launched, and since then, Arowana has opened up the Chinese market.
Arowana gradually encroached on the market
Guo Henian in order to better develop Arowana in the Chinese market, so decided to join forces with COFCO, at this time, COFCO, as a central enterprise, also hopes to learn from the experience of foreign companies, vigorously develop the domestic oil market, after all, Guo Henian has long been a well-known entrepreneur, the analysis and advice of the market is very valuable.
Arowana built a bridge of trust with COFCO Group as the background of "Kerry Grains and Oils Group", and the two sides immediately decided to jointly invest in the establishment of "Hainan Oils and Oils Group".
Under the strong cooperation of the two sides, Arowana with the guarantee of COFCO Group soon occupied the market at that time, and the concept of small bottle oil can allow people to better grasp the amount of oil used, and can reduce the waste of oil, which also makes Arowana oil stand out in the market.
But after Arowana succeeded in seizing the market, it had the idea of abandoning COFCO and going out alone. Faced with the arrogant attitude of Arowana, COFCO chose to completely part ways with Arowana in a fit of anger and launched its own related brands to fight with Arowana. Unfortunately, Arowana has been in the edible oil industry for many years, and has rich experience in the operation of Arowana, and has already explored the Chinese market.
Arowana took advantage of the low price to quickly seize the market, and through the means of cooperation with distributors to share, opened a large number of retail channels and means, and sank to the township market.
In advertising and marketing, Arowana has also invested a lot of money. In 1996, Arowana placed an advertisement on CCTV, "1:1:1 blended oil", Arowana used the main health gimmick, attracting many people to buy.
Two years later, Arowana continued to develop and produce healthier cooking oils. Through various media, advertising, TV programs and other platforms, this oil frequently appears in front of people, at a time when everyone is paying more and more attention to health. For a while, newly developed cooking oil began to appear in the kitchens of Chinese people.
Arowana also cooperated with the Olympic Games and the Chinese women's volleyball team, Arowana also donated hundreds of millions of yuan to the Wenchuan earthquake in the early years, hundreds of millions of yuan to Peking University, tens of millions to Wuhan during the epidemic, etc., did many charity events, and supported the construction of higher education institutions and the Olympic Games that Chinese attach great importance to.
These events have greatly increased the recognition of the brand by Chinese public, greatly increasing the sales of Arowana, and Arowana has also won the first choice of many ordinary people to buy oil. In December 2019, Arowana was selected as one of the 100 Model Brands of the 2019 China Brand Power Ceremony, which also reflects the true recognition of this brand.
Arowana problem turmoil
As the reputation of Arowana gradually grew, many black-hearted criminals also began to crook their brains.
In 2015, a case of suspected sale of counterfeit Arowana oil appeared in Yongjia, Wenzhou, Zhejiang Province, and after several days and nights of police investigation, they finally discovered their den. After obtaining the information, the police quickly destroyed the den, seizing counterfeit "Arowana" cooking oil, as well as "Arowana" labels and bottle caps used for counterfeiting.
These criminals recycle the bottles of Arowana oil, refurbish it, and then sell it twice.
There are still hundreds of counterfeit "Arowana" edible oils that have not yet been sold in the counterfeiting den, and the sales price is as high as tens of thousands of yuan. More than 400 pieces of counterfeit "Arowana" edible oil have been sold, with a sales amount of more than 50,000 yuan.
A full 5,000 boxes of edible oil, weighing more than 2 tons, have all been packed in boxes ready to enter the market at any time, and even clearly marked the price of "120 yuan a box", which is 90 yuan cheaper than the original per box. This has also caused many families who are greedy for small bargains to buy this cheap counterfeit oil.
Asked why the criminal suspect Yang made and sold fake Arowana oil, Yang also gave a corresponding answer, Arowana oil is very well-known in Wenzhou, and every household will give Arowana oil during the New Year festival, which also makes Yang have the idea of making a fortune on this. Fortunately, this batch of counterfeit inferior oil did not detect any harm to the human body.
This case caused a lot of blows to the brand of Arowana oil, but it only dissipated for a while, and the real impact on Arowana to this day is an article more than ten years ago "Arowana, a fish that calamitizes the country and the people!" 》。
In 2010, the article was posted online. In just over a month, the article has been viewed, followed and replied to as many as 800,000. At that time, when the Internet was still developing, it received a lot of attention. , the article said that Arowana edible oil is the use of genetically modified soybeans, eating genetically modified soybeans is harmful, the sale of Arowana oil is "poisoning" the health of Chinese people, netizens should boycott Arowana.
On October 11, 2010, the person in charge of Nanhai Oil Industry Co., Ltd. reported the case to the Nanshan Public Security Bureau in Shenzhen, which quickly locked up the suspect Guo Chenglin and arrested him in Beijing on October 23 of that year.
On November 30, Guo Chenglin was arrested on suspicion of damaging the reputation of goods. In its first-instance judgment, the Nanshan District People's Court held that Guo Chenglin had fabricated and disseminated false facts to damage the reputation of other people's goods, and the circumstances were serious, which constituted the crime of damaging the reputation of goods, and sentenced him to one year's imprisonment and a fine of 10,000 yuan.
Although many years have passed since the incident, the claim that GM oil is harmful to health has become deeply popular, which has had a huge negative impact on Arowana, a company that makes GM oil. But it can also be seen that in the process of China's continuous development, people are paying more and more attention to health and food health.
In 2012, Arowana was notified of the problem, and the Anhui Provincial Administration for Industry and Commerce recently reported that Arowana corn oil was tested for excellent ze and smoke point items were unqualified. The staff of the manufacturer, Yihai Kerry, said that the "problem oil" was caused by improper transportation and storage in the circulation process. Industry analysts said that the mixing of a variety of oils may also lead to unstable color, even if the circulation link leads to the production company is responsible.
In this regard, the small supermarket involved did not agree, the supermarket manager said that the headquarters delivered the goods, the store was directly on the shelf, basically there would be no storage and storage problems.
Anhui Industry and Commerce reported that two batches of Arowana corn oil were tested for excellent ze and smoke point items were unqualified. Arowana producers say corn oil is exposed to long-term exposure due to poor storage in small supermarkets.
The news that Arowana corn oil was sampled for excellent ze and that the smoke point project was not qualified has recently once again touched the sensitive nerves of the public about food safety.
The Anhui Provincial Administration for Industry and Commerce recently issued a notice that the department found that 2 batches of edible oil in Hefei City were unqualified after sampling 10 groups of edible oil from 7 manufacturers. Among them, Arowana corn oil was tested for excellent ze and smoke point items were unqualified.
"In order to strengthen food quality supervision during the New Year's Day and Spring Festival, the provincial bureau carried out sampling and inspection of edible oil in the circulation links of markets in Hefei, Wuhu and Suzhou." Zhang Ming, deputy researcher of the Food Circulation Supervision and Administration Department of the Anhui Provincial Administration for Industry and Commerce, said that the production date of Arowana corn oil that was detected as problematic was March 1, 2011, and the 5-liter Arowana corn oil produced by Yihai (Taizhou) Grain and Oil Industry Co., Ltd. was sampled and the smoke point project was unqualified.
The reporter visited many large supermarkets and grain and oil specialty stores in Hefei on the 8th, and heard that many consumers were asking about "problem oil", and many consumers said that they would never buy "problem oil".
The person in charge of the grain and oil inspection department of the National Agricultural and Sideline Processed Food Quality Supervision and Inspection Center (Anhui) said that for food processing enterprises, these two items should be mandatory when the product is inspected. "According to the experience of edible oil inspection in the past, whether in the production process or in the circulation link, it is very rare for the color and smoke point items to be unqualified."
Although Arowana also apologized for this problem, people also put a big question mark on the safety and health of the Arowana brand.
In 2020, Arowana oil was once again caught in the crisis of genetically modified foods, according to mainland regulations: all imported agricultural products containing genetically modified ingredients must be open and labeled.
However, the batch of Arowana oil was not labeled, so it was judged by Chinese customs to be secretive and not transparent and refused entry. Arowana has been in China for more than three decades, but there have been incidents of disrespect for Chinese regulations, which has raised questions about whether Arowana is just for cutting leeks in China.
Views on domestic products
In the current era, because of the improper sanctions imposed on Chinese enterprises by foreign forces such as Europe and the United States, the enthusiasm of Chinese people for the purchase of domestic products is also increasing, and supporting domestic products has become a way for many patriots to contribute. Including the decline in Arowana sales now, everyone prefers to buy Luhua peanut oil.
In the Xinjiang cotton incident a few years ago, everyone refused to buy Adi, Nike products, and chose to buy domestic Li Ning and Anta. Until the recent launch of Huawei's mate60Pro, after years of chip sanctions against Huawei by the United States, Huawei finally broke the US sanctions, developed its own chips, and manufactured mobile phones produced by China.
In the face of Apple's updated ipone15 series of toothpaste, everyone also chose Huawei, which is far ahead in technology. After years of development, the product quality has become higher and the market competitiveness has become stronger, and everyone has voted for domestic products in this case.
However, if domestic products want to get more support from everyone, they cannot only rely on everyone's patriotic feelings, but also rely on their own strong strength, and it is useless to rely on marketing and publicity alone without hard power.
For example, the recent "Hua Xizi incident", relying on the name of domestic products, but selling 79 yuan eyebrow pencil, the price of a single gram is even far more than gold, and even some people have made calculations, more than a dozen pounds of eyebrow pencil can even buy a house in Shanghai. This cost performance is far less than those big foreign brands, a domestic product can be sold so expensive beyond common sense, in the face of this kind of domestic products that absorb the blood of the country, we should not support.
Luhua peanut oil wants to gnaw a piece of meat in the Arowana market is also this reason, only by continuously improving the core competitiveness of their own products, using scientific and technological innovation, so as to get more people's love and purchase.
epilogue
If foreign enterprises want to develop in China and make our money, they must respect the relevant regulations of China. Under the condition of ensuring product quality and safety, China will still buy Arowana related products.
In today's era environment, everyone's enthusiasm for domestic products is increasing, but this does not mean that domestic products can arbitrarily cut leeks against the people who support domestic products in this name. Only by respecting the consumer will the consumer respect be respected, and this applies to all manufacturers developing in China.
【Disclaimer】The article case process and pictures are all from the Internet, and this article aims to popularize the law with cases, without vulgar and other bad guidance. If it involves copyright or character infringement in the case, please contact us in time, and we will delete the content! In particular, there are no fabrications in this article.
Due to the rules of the platform, you will only be recognized as a fan if you have more interaction with me. If you like my article, you can click "Follow", and you can receive the article push as soon as you become an iron fan.