Upstream review: Winning 500 listen to Laoshan beer become 500 ml, lottery marketing companies can't afford to play don't play

Recently, the "winning 500 listening to Laoshan beer" incident has spread all over the Internet. The cause of the incident was that the consumer Mr. Li won 500 listens to Laoshan Beer and went to collect the prize, but the manufacturer only promised to pay 1 listen. The relevant person in charge of Laoshan Beer said that 500 listening is actually the meaning of 500 ml, not 500 cans.

After the incident was exposed, it quickly caused heated discussion among netizens throughout the network. Subsequently, Laoshan Beer claimed that this was a printing error, and the "500 listen" complete printing should be "500ml/ listen". Later, Laoshan Beer responded: due to the imprecise work, it led to printing errors, but it would reward the consumer with 500 hearings of canned products. Mr. Li said that he accepted the explanation from the merchant and decided to voluntarily give up the prize.

After reading this news, the author only feels that this Laoshan beer lacks integrity, and since consumers have purchased your beer, they have signed a prize sales contract with you, and you cannot change the contract through unilateral interpretation or declaration at will. Even if it is really a typographical error, it is caused by your own reasons and cannot be used as a reason for non-payment. Collecting prizes from winning consumers is an obligation, how can the performance of obligations be said to be a reward for the winners?

The author believes that if you want to market through the lottery and attract consumers to buy your products, then make a plan in advance and do a good job in the links that should be responsible for the business. Now people come to claim the prize, and forcibly explain "500 listening = 500ml / listen", completely put the consumer's IQ on the ground to rub, do not play if you can't afford to play. And the word "reward" in the response again shows the brand's arrogance, obviously it is its own work mistake, 500 listening to Laoshan Beer is Mr. Li's winning the lottery deserved, a "reward", as if it is giving alms.

As a company, keeping your word is the most basic business ethic. Only integrity, an enterprise can stand on its own, otherwise it will only smash its own brand. Since the company's review is not strict, released this batch of beers printed with winning information, it is time to fulfill the promise, and then eat a long and wise, so that it can also leave a good impression on consumers and establish a brand image.

Upstream News Li Hongpeng