In the 90s of the last century, Sanzhu oral liquid can be said to be the pinnacle representative of health care products, and it was popular all over the country for a while. With an annual sales of 8 billion, the business empire of the founder Wu Bingxin was once eye-catching. Advertising has become the key to success, and Wu Bingxin's clever use of advertising has achieved great success in the era when there is no Internet.
In terms of advertising, Wu Bingxin focused on non-** time periods, skillfully contracted ** stations and local stations in various provinces and cities, and produced seven or eight minutes of advertisements. What's even smarter is that Wu Bingxin used the emotional card, played the emotional card of "revitalizing national enterprises", invited experts and people to prove the efficacy of the product, and won the trust of the people. And he focused on the countryside, making the advertisements of the three plants ubiquitous, even on the toilet walls in the countryside.
However, this business empire quickly collapsed in the incident of an old man in Hunan. After watching the advertisement, the old man Chen Boshun bought three strains of oral liquid, but when he drank the 8th bottle, he had symptoms of ulceration and pus, and finally died. Sanzhu oral liquid was detected as a substandard product, and the court ordered Sanzhu to compensate the family of the elderly2980,000 yuan. This incident almost pushed Sanzhu to the cusp of the first storm, the reputation fell to the bottom, the product backlog, the employees were dismissed, the subsidiary was closed, and Wu Bingxin also disappeared from the public's field of vision.
However, in 1999, Wu Bingxin reappeared with the court's second-instance verdict on the Chen Boshun incident, and although Sanzhu won, his image was irretrievable. This case reveals an important business lesson, which is that while publicity is important, the quality of the product is even more important. Enterprises blindly pursue advertising benefits without paying attention to product quality, and will eventually be eliminated by consumers.
The demise of the three strains has become a profound business warning, triggering a reflection on the health care product industry. Advertising is only the tip of the iceberg, and product quality is the foundation of sustainable development of enterprises. Consumers are increasingly concerned about the safety and effectiveness of products, and once companies fall into the first turmoil because of quality problems, the consequences will be unimaginable.
The collapse of this once "health care product empire" reminds us that we must not lose the pursuit of product quality in business competition. Quality is the cornerstone of an enterprise's survival, and advertising is only an auxiliary means. It is hoped that major enterprises will take warning, not only to have eye-catching advertising, but also to have trustworthy products, in order to truly be invincible in the market competition.