Introduction: On November 26, 2022, J&T Express announced the signing of Messi as a global brand spokesperson, and Messi became the brand ambassador of this express company, a decision that has attracted widespread attention in the industry. However, recently, Messi's failure to participate in the Hong Kong event caused a turmoil, resulting in the share price of J&T Express, and the market value evaporated by nearly 50 billion Hong Kong dollars. This article will deeply analyze the rise and fall of J&T Express, the impact of the Messi incident on the company and the market, let us go behind this business turmoil to explore the truth.
J&T Express was founded in 2015 by Li Jie, the founder of OPPO, and started in the Southeast Asian market, and quickly emerged in Indonesia and Southeast Asia by virtue of its regional model and advantages. Most of the company's founding team are from OPPO, and there is the influence of Duan Yongping, the godfather of business. In 2019, J&T entered the Chinese market, adopted the first-class strategy and took advantage of the opportunity of the rise of platforms such as Pinduoduo and Douyin e-commerce, successfully broke the pattern of the express delivery industry and became a new force in the first echelon of the industry.
On October 29, 2022, J&T Express reached a strategic cooperation intention with Best Group to spend 6.8 billion yuan to acquire Best Group's express delivery business in China, making J&T the fourth largest express delivery company in China. This acquisition transaction has consolidated J&T's position in the Chinese market and become a new force in the industry.
As a global football superstar, Messi became the global brand spokesperson of J&T Express in November 2022. This move caused a sensation in the industry, however, Messi recently failed to play due to conflicts in the Hong Kong competition, resulting in the removal of his endorsed liquor brand "Chishui River Liquor", and the share price of J&T Express was also affected, and the market value evaporated to 50 billion Hong Kong dollars. The Messi incident sparked heated discussions and had a significant impact on the company's image and market performance.
J&T Express ranks first in the Southeast Asian market, with a market share of 225%, and also accounts for 10The share of 9% has surpassed that of the industry giant SF. The company's revenue continued to grow, with operating income increasing year by year from 2020 to 2022, and net profit in 2022, showing a good momentum of development.
The turmoil of Messi as a spokesperson has caused concerns about the brand image and market performance of J&T Express, and the company's stock price has sharply evaporated. In the face of pressure and investor doubts, J&T Express is facing a severe challenge.
Since the Messi incident, the share price of J&T Express has continued, and its market value has fallen below the issue price, evaporating nearly 50 billion Hong Kong dollars, and market confidence has been seriously impacted. Investors generally questioned the company's future prospects, the stock price trend was erratic, and the company faced investment difficulties.
The Messi incident has sparked heated discussions, and all walks of life have questioned the management ability and risk response ability of J&T Express. The company had to respond and explain under the supervision of **, and the management faced a severe test. Stress has had a negative impact on a company's image and reputation.
J&T Express needs effective crisis public relations response, actively respond to the best concerns, and restore market confidence; Strengthen internal management, standardize the spokesperson cooperation mechanism, and ensure the stability of the brand image; Pay attention to corporate social responsibility, enhance public recognition, resolve crises, and revitalize the confidence of enterprise development.
The Messi incident has brought an unprecedented crisis to J&T Express, and the company is facing multiple pressures from the market, ** and investors. As an emerging express delivery company, J&T Express has made certain achievements in the highly competitive environment, but it is also facing many challenges. In the face of the negative impact of the Messi incident, J&T Express needs to respond prudently, strengthen corporate management, enhance brand image, and regain market confidence. I believe that in the process of development, enterprises need to continuously improve their internal management mechanisms, standardize their operational behaviors, and establish good interactions with all sectors of society in order to be invincible in the fiercely competitive market. It is hoped that J&T Express can take advantage of this crisis to realize the upgrading and transformation of the brand and meet a broader space for development.