The author of this article is a guest of the studio [Rock Pudding]
If you still have an impression, it should be that in August last year, a team led by an academician of the Shenzhen Research Institute of Tsinghua University was the first to propose that the time for nuclear sewage to reach the coast of the mainland was 240 days!
In other words, Japan's nuclear sewage began to affect our seas in April this year.
At the moment when Japan decided to discharge the nuclear-contaminated water into the sea, the damage to every ordinary person was already irreversible, and being a neighbor with this "shame of mankind" can only sigh that it has been moldy for eight lifetimes!
On April 19 of this year, Japan began its fifth nuclear sewage discharge and insisted that it was environmentally friendly. But it was soon slapped in the face by the IAEA.
The agency's investigation found that harmful substances in the groundwater and blood of residents in 21 areas of Tokyo exceeded the average by 80 times. Japan fell silent in the face of the evidence.
In addition to completely suspending the import of aquatic products originating in Japan, it is difficult for us to find effective countermeasures. Under the crowding of various information resources, the nuclear sewage incident has gradually cooled down.
Unexpectedly, recently, the Japanese nuclear sewage incident once again rushed to the hot search, but this time it was not done by Japan itself, but by a domestic brand.
The incident began when a Chinese supermarket in Japan saw signs mocking Japan's nuclear-contaminated water in Chinese and Japanese on the packaging of the Xiangpiaopiao Meco, including the words "shameless", "0.1% of the land pollutes 70% of the ocean", "you can do without Japan, you can't do without the ocean", "the ocean is not Japan's sewer".
Soon after, Xiang Piaopiao posted on Weibo, "Our employees are good!", Xiang Piaopiao was therefore "tough" out of the circle, and quickly became popular in the live broadcast room, and among the 6 products on the shelves, Meco juice tea was marked with the prefix of "the light of domestic products". The anchor called for "please consume rationally" in the live broadcast room.
In fact, there was basically no big movement in Japan, but it caused quite a sensation in China. The main reason is that such a sharp slogan has hit the pain points of the Chinese people.
For more than a year, the Chinese people have really been disgusted enough by Japan.
Japanese politicians have made various shows of "sewage safety theory", and even in a Japanese TV program, the host even smiled and proposed that if Chinese want to come to Japan in the future, they must drink a glass of "Fukushima nuclear treatment water" before getting on the plane, and then eat a meal of "delicious Fukushima seafood", and after flying to Japan, they will arrange for Chinese tourists to go to Fukushima, where the nuclear accident occurred, and swim in the waters around the nuclear power plant.
A Japanese restaurant in Shinjuku, Tokyo, openly posted a sign that read, "To the Chinese, all the ingredients in this store are made in Fukushima," openly provoking the Chinese in Japan.
If you can show it, then why can't we show it? And we show it to you just and legally. Why?
Because Japan does not have a complete "Advertising Law", Japan's advertising adopts a regulatory model of "self-discipline of enterprises and industries, supplemented by relevant laws and regulations". For example, they have a Code of Ethics for Advertising, which is a code that the industry must follow. And the slogan does not violate the relevant regulations and guidelines.
However, the mainland's advertising law has relevant provisions that advertisements must not "contain content that discriminates against ethnicity, race, religion, or sex." But this kind of packaging is abroad, and it has nothing to do with China.
It can be said that the fragrance is reasonable and legitimate.
When it comes to Xiangpiaopiao, everyone is familiar with the advertising slogan "Sell more than X billion cups a year, and you can circle the earth X when connected", and what is unfamiliar is that many people may not have drunk Xiangpiaopiao milk tea for a long time!
Obviously, Xiang Piaopiao has had a hard time over the years, but this old domestic brand has the background of "the light of domestic products", and has the feelings and persistence of being a national brand.
In 2006, it was the year of the outbreak of Xiangpiaopiao, and the sales volume in one year went directly from 10 million to 480 million, and the cup milk tea market was completely detonated by Xiangpiaopiao, and it also attracted many opponents. Xizhilang's Yoremi, Xiangyue milk tea under Dahao Food, plus Unilever's Lipton milk tea.
The entire track instantly became crowded.
At this time, Unilever extended an olive branch to Xiang Piaopiao and was ready to invest 1 billion yuan to acquire Xiang Piaopiao. Jiang Jianqi, the founder of Xiangpiaopiao, was very excited at first, although he also had a little concern, it was difficult for domestic brands to escape the fate of being hidden. Jiang Jianqi, who returned home in the evening, told his wife the news, and she only asked him one question: What will happen to our employees once they are acquired? Will they face unemployment?
This question made Jiang Jianqi quickly calm down, and the next morning Jiang Jianqi clearly rejected Unilever's acquisition, but then faced a brutal price war. In 2009, due to the rise in raw materials due to inflation, Xiangpiaopiao cup milk tea sold a cup of milk tea to lose 5 cents, at this time competitors did not hesitate to use the "jumping price" to win the market.
This year can be said to be the most involuted year in China. The home appliance industry is in a price war, the milk powder industry is in crisis, and it is beaten by foreign brands to the point that it can't raise its head, and the automobile industry is hovering at the low end, with less than 26% of independent brands.
For domestic brands, the only experience is to compare the price, and whoever knocks the price down will win the market.
But Jiang Jianqi made a puzzling choice, not only did not reduce the price, but increased by 5 cents. This also made Xiang Piaopiao once face a large number of dealers to lose the situation, Youlemei relied on the big financial owner behind Xizhilang, a big financier, to invade Xiang Piaopiao's channel market in Hunan, Hubei and other places. Especially in the first 3 months, the share of Wuxi and other cities where Xiangpiaopiao relied fell seriously, and Jiang Jianqi became the target of condemnation by all members of the company's board of directors, but Jiang Jianqi was resolute and uncompromising.
Just when Yoremi thought it had won the game, something magical happened, and in September 2010, a large number of dealers who had run away returned one after another.
In the end, in that bet on the fate of the company, Jiang Jianqi stubbornly and difficult to win.
Many people wonder where Jiang Jianqi's confidence comes from, why do you think you will be able to win? The reason comes from Jiang Jianqi's confidence in the quality and taste of the product. This incident also made domestic brands realize that domestic products are not only a way out for low-end and small profits.
Since then, Xiang Piaopiao has paid more attention to quality and research and development, Jiang Jianqi has set up a milk tea research laboratory in Beijing, led by researcher Huang from the Chinese food research community, and invited more than a dozen doctors and masters from the Beijing Institute of Nutrition to participate in the development of new products of Xiang Piaopiao milk tea.
For example, in the formula process of condensed milk + black tea, it took five years for Xiangpiaopiao. In order to find a high-quality milk source, Jiang Jianqi personally went to the Royal Dutch FrieslandCampina Ranch for a field trip, and also brought the freshest first milk source from the Netherlands back to China through cold chain transportation, and found the most tacit black tea with the condensed milk extracted from Dutch milk among more than 500 varieties of black tea. This is the birth of "pure milk and pure tea".
From this point, we can see that Xiang Piaopiao is the real background color of the light of domestic products.
In addition, this old brand also has an unknown low-key feeling.
In 2020, the development of Xiangpiaopiao fell into a trough, and the profit in the first half of the year was only 22,800 yuan. If the government subsidy is removed, the enterprise is completely in a state of loss, in this case, Xiang Piaopiao resolutely donated 10 million yuan to Wuhan at that time.
After more than 40 days of lockdown in Wuhan, the natural foodie characteristics of Wuhan people were revealed, and an interview video of "News 1+1" quickly became popular on the Internet. In the interview, a community secretary told everyone that the residents wanted to drink fragrant red bean milk tea by name. However, during the special period, it is more difficult to purchase a large amount of milk tea, and after seeing the news, Xiang Piaopiao contacted the community as soon as possible and donated 8,500 boxes of milk tea.
Such a warm story has actually been accompanying the growth of this domestic brand. If you stretch the timeline, you will find that on the front line of major disasters such as the Wenchuan earthquake, the Luding earthquake, the Jishishan earthquake, and the winter rain disaster, you can almost see the figure of Xiangpiaopiao disaster assistance.
In addition, Xiang Piaopiao has also participated in many public welfare undertakings such as the Hope Project, funding poor families and poor students, and has chosen to be low-key and insistent in social responsibility, silently increasing the temperature for the brand.
But times will change, and the heritage and temperature of domestic products can hardly withstand the speed of traffic.
In the era of traffic, the marketing path has moved towards the live broadcast platform, and many old domestic brands that were once brilliant are still spinning in the old model of advertising + channels, and it is difficult to keep up with the times. For example, Vitality 28, which was once far ahead in the field of detergents, is now caught in the whirlpool of arrears, Tianqi toothpaste, which once set a sales volume of 1 billion, can only be promoted through auctions, Xinfei refrigerator filed for bankruptcy liquidation in 2018, and Bee Flower also faced bankruptcy for a time.
Traffic seems to have become the master of the times, and some domestic products have taken the opportunity to become popular, but this is not the success of all domestic products. More domestic products still have to face traffic anxiety.
In the era of traffic, Xiang Piaopiao did not join the carnival of judging ugliness, did not join the vulgar and miserable dance, but based on the perspective of social responsibility and public welfare, it is much happier to show the position and attitude of national enterprises in a just and legally legal way than the harmless swallowing of human and animal harm.
Finally, we can understand this matter in terms of procedural justice and consequential justice.
Procedural justice is about whether Xiang Piaopiao's original intention, attitude, morality and operation process are just in the course of the incident, which we have talked about before and will not repeat it.
If in this case, Japan's shamelessness is revealed, patriotic fervor is gained, video shooters and communicators gain traffic, and businesses gain value, then this is the result justice.
Compared with the Japanese, who want to make money from Chinese tourists and want us to drink Fukushima nuclear treatment water to poke our hearts, there is no shame in standing up to make money.