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The author:(作者)aaapublished in(发表于) 2013/12/16 0:48:28 Zhejiang enterprises take sanlu brand to sell whole grains， lend visibility dafanshenzhang
Central Beijing December 13, according to voice of the wide net news report in horizontal, you remember "three deer"? I believe that many people will not forget, but remains in people's memories, I'm afraid the only "melamine", "early childhood kidney stones" like a bad impression. If you don't remember, is also very normal, sanlu milk powder contamination scandal has, after all, over the past five years.
From only 32 cows and 170 goats "happiness dairy cooperatives" brand value reached nearly 15 billion of famous brands, again to the melamine incident bust, "sanlu" this word is complex enough. China's dairy industry was once proud brand from heaven into hell, from Angel to Devil it only took half a year.
≫> melamine incident reviews
In June 2008, on the first one was admitted to hospital suffering from PLA Lanzhou city, "kidney stones" disorders of infants, parents reflect, children from birth have been eaten since the sanlu infant milk powder. More than two months later, the number of babies admitted to hospital quickly expanded to 14.
By September, Ningxia, Shaanxi, Shandong, Hunan, Hubei, Jiangxi, Jiangsu, Anhui and other places have experienced similar cases. On September 11, 2008, pointed out that the Ministry of health, Gansu province to report cases of urinary stone cases in infants, children with multiple food history of the sanlu brand powdered infant formula.
Investigation by the relevant departments, highly suspect milk powder contaminated by melamine. The next day, the sanlu confirmed for this event was due to wrongful dairy farmers in order to get more profits to melamine in fresh milk. February 12, 2009, Shijiazhuang city intermediate people's Court issued the civil order and formally declared the Shijiazhuang sanlu group bankrupt.
From 2008 until the excessive melamine, by February 2009, declared bankruptcy, and then a month later acquired by Ternary, what we call the "three deer", strictly speaking, refers to the Shijiazhuang sanlu group co., Ltd.
Year, dang all are in concern Shijiazhuang three deer "flesh" was acquisition of news of when, on May 12, 2009, it of intangible assets, is "three deer" this brand and the related protective trademark, was a mystery buyers to 7.3 million yuan of price took Xia, then only knows this is one from South of entrepreneurs, as buy Xia this "stain brand" dry why makes, and fear fear, outside all unknown.
≫> new "sanlu" focused organic whole grains
Nowadays, the mystery buyer was finally coming out that year. Her name is Jiang Xinhua, identified as Zhejiang, General Manager of sanlu dairy industry. But this time, we would no longer have the "sanlu" and powdered milk together. Opens the company's official website, in addition to the familiar "three deer" trademark in addition to a one-fifth of the entire page "sanlu organic" banner to grab headlines. Corporate profile, find new "sanlu" focused organic whole grains, whole grains of rice and other agricultural products, positioning is the high-end crowd. Company incorporated in May 2009, the current company covers about 10,000 square meters, staff of fifty or sixty people.
Zhejiang deer Industry Co Ltd Marketing Manager Yang Xiangdong told the news editor on duty of the horizontal Cui Tianqi interview, effects of milk powder incident, seemed not to be worried about.
Yang Xiangdong: we feel that the spot belongs to the past, the brand itself had decades of national brands, we want to protect the brand, get it done, organic whole grains we do not do that before, not to consider the problem, just hope that through our product quality, food safety, giving the sanlu brand and a new interpretation of it.
Reporter: but you do not have any worries you?
Yang Xiangdong: the effect is definitely there will be some, after all, it is a former representative of melamine, we hope that through our efforts today to change its brand image.
Though saying could not bear to see so many years on national brands that failed, but who knows, merchant's main purpose is to make a profit, with peak bought more than 7 million worth hundreds of millions of "three deer" trademark, who have battled to understand the calculations. In other words, is an outgrowth of the brand cost is zero temptation, one side is the shadow caused by melamine risk, run with it is still worth it? Business brand strategy in communication University of China Zhang shuting, Director of the Institute's view point.
Zhang shuting: not optimistic especially after the sanlu milk powder incident, the brand is very negative, but in the short term it is difficult to change, a new company bought sanlu brand to a new product, in fact it is a high risk of, so that there is a low probability of success.
When a reporter put the same question to Zhejiang Co Ltd Marketing Manager Yang Xiangdong, sanlu, the answer is: don't think so much.
Reporter: you think it's sanlu two words have a larger negative impact, or three deer, this old brand have a larger positive impact?
Yang Xiangdong: I think everyone has a different point of view, we only need to strengthen our faith, our management of product quality, we are confident of our products, as well as on all aspects of the product protection system, believed to be able to ensure the product well, how did not consider it a positive impact, negative impact on how.
≫> consumer attitude towards the poles
Business said she didn't want to, consumers may need to think about it. Do you buy? You can't drink sanlu milk, sanlu food do you eat?
Wars on Twitter. Most notably was "determined not to eat", such as weibo users "Fu Susu" said, don't eat, mainly because there is no goodwill, name, he wanted to stay away. "Mr Doo" say, come, hear the name sanlu feel scared. There are more cautious, this "Prince of pigs," said that, regardless of who is to use the "sanlu" brand selling food, I wouldn't buy, listened to the trademark were afraid.
However, there are also many friends think, this mistake is, after all, people, not a trademark, like the King called my next door, I'm going to see Wang hid away, this is a biased, right? Such as Twitter users "getting up talk about ideals," said, a problem still dare to come back, no energy is not going to work, as long as well, you should give it a chance.
Netizens also called "water way" also very representative. He said that brand's critical reputation, not popularity. Both brands are coming from, history, personality, and other factors. Brand names are suggestion. I can only say that appreciates the courage of buyers.
It with branding expert Yang Xi's view.
Yang Xi relegation: three deer brand last of end memory is a hurt has consumers not integrity of brand, it has is strong of visibility but no reputation degrees, visibility is easy build, attracted consumers attention of cost can reduced, reputation degrees shaping is a by strong reputation reconciled of experience formed of, it continues to with three deer organic surface actually it hit has a visibility, to see modified it of reputation degrees of cost what has more big.
In fact, a product, a brand of the show requires tripartite constant interaction, markets, consumers and businesses know I say ever-running. But until then, it can only be described as "theoretical" sanlu's coarse grains is for people in the future of sanlu milk powder gradually forgotten thing or more, who do not know, in addition to time.
(Original title: Zhejiang enterprises take sanlu brand visibility to sell whole grains take dafanshenzhang)
央广网北京12月13日消息 据中国之声《新闻纵横》报道，您还记得“三鹿”吗？相信很多人都不会忘记，但残留在人们记忆里的恐怕只剩下“三聚氰胺”、“幼儿肾结石”之类不好的印象了。如果您说已经不记得了，也很正常，毕竟三鹿奶粉三聚氰胺事件已经过去五年多了。
从只有32头奶牛和170只奶羊的“幸福乳业合作社”，到品牌价值一度达到将近150个亿的著名品牌，再到因为三聚氰胺事件破产，“三鹿”这两个字足够复杂。这个中国奶业曾经骄傲的品牌从天堂跌入地狱，从天使变为魔鬼仅仅用了半年。
>>三聚氰胺事件回顾
2008年6月，位于兰州市解放军第一医院收治了一位患“肾结石”病症的婴幼儿，家长反映，孩子从出生起就一直食用三鹿婴幼儿奶粉。随后两个多月，该院收治的患婴人数迅速扩大到14名。
到9月，陕西、宁夏、湖南、湖北、山东、安徽、江西、江苏等地都出现了类似案例。2008年9月11日，卫生部指出，甘肃等地报告的多例婴幼儿泌尿系统结石病例，患儿多有食用三鹿牌婴幼儿配方奶粉的历史。
经相关部门调查，高度怀疑奶粉受到三聚氰胺污染。第二天，三鹿确认为此事件是由于不法奶农为获取更多的利润向鲜牛奶中掺入三聚氰胺。2009年2月12日，石家庄市中级人民法院发出民事裁定书，正式宣布石家庄市三鹿集团股份有限公司破产。
从2008年爆出三聚氰胺超标，到2009年2月宣布破产，再到一个月后被三元收购，我们所说的“三鹿”，严格地说指的是石家庄市三鹿集团股份有限公司。
当年，当所有人都在关注石家庄三鹿“肉身”被收购的新闻的时候，2009年5月12日，它的无形资产，也就是“三鹿”这个品牌及相关保护性商标，被一个神秘买家以730万人民币的价格拍下，当时只知道这是一位来自南方的企业家，至于买下这个“污点品牌”干嘛使、怕不怕，外界一概不得而知。
>>新“三鹿”主打有机粗粮面
现如今，当年的神秘买家终于现身了。她叫江新华，身份是浙江三鹿实业有限公司总经理。不过这回，我们就不能再把“三鹿”和奶粉联系在一起了。打开公司官网，除了熟悉的“三鹿”商标之外，一个占整个页面五分之一的大大的“三鹿有机面”的横幅很夺人眼球。再看看企业简介，发现新“三鹿”主打有机粗粮面、粗粮米等农产品，定位的是高端人群。公司在2009年5月注册成立，目前公司厂区规模大约1万平米，员工有五六十人。
浙江三鹿实业有限公司市场部经理杨向东在接受《新闻纵横》值班编辑崔天奇采访时，对于奶粉事件的影响，倒显得不是很担心。
杨向东：我们觉得污点属于过去，这个品牌本身做了几十年的民族品牌，我们想把这个品牌保护好、做好它，我们做有机粗粮不做之前那个产业，没有去考虑这个问题，只是希望通过我们的产品质量、食品安全，能赋予三鹿这个品牌的一个全新的诠释吧。
记者：但是您完全没有这方面的担忧吗？
杨向东：影响肯定是会有一些，毕竟它是曾经的三聚氰胺的代表，我们希望通过我们今天的努力改变它品牌的形象。
虽然嘴上说的是不忍心看到这么多年民族品牌就这么没了，但是谁心里都明白，商人的主要目的是盈利，用七百多万买下了巅峰时期价值上百个亿的“三鹿”商标，这个算盘谁都打得明白。换句话说，一边是品牌宣传成本为零带来的诱惑，一边是三聚氰胺阴影造成的风险，这事办得到底是值还是不值？中国传媒大学商务品牌战略研究所所长张树庭的看法开门见山。
张树庭：不看好特别是在三鹿奶粉事件之后，这个品牌非常负面，而且在短期之内很难改变，一个新企业买了三鹿品牌去出一个新的产品，实际上它的风险非常大，所以说成功的可能性很低。
当记者把同样的问题抛给浙江三鹿实业有限公司市场部经理杨向东的时候，得到的答案是：没想这么多。
记者：您觉得是三鹿两个字的负面影响比较大，还是三鹿这个老品牌的正面影响比较大？
杨向东：我觉得每个人都有不同的看法，我们只要坚定我们的信念，坚定我们对产品质量的管理，我们对于我们产品的信心，以及对产品各个方面的保障体系，相信能确保能把产品做好，没有考虑它正面的影响怎么样，负面的影响怎么样。
>>消费者态度两极
企业说不想，消费者可得好好想想。您会买账吗？三鹿奶您是不敢喝，可三鹿粮您会吃吗？
微博上的观点泾渭分明。最鲜明的就是“坚决不吃”派，比如微博用户“傅苏苏”说，不吃，主要是因为没好感，一看名字就想躲得远远的。“麦doo”也说，算了吧，听到三鹿这个名字就觉得怕怕。还有更谨慎的，这位“小猪王子”说，不管是谁再用“三鹿”商标卖什么食品，我都不会买，听了商标就害怕。
不过，也有不少朋友觉得，这犯错的毕竟是人，不是商标，好比隔壁老王骂过我，我以后凡是见着姓王的都躲着走，这未免太偏颇了吧？比如微博用户“起床再谈理想”说，出过问题的牌子还敢用回来，没点底气是不行的，只要做得好，应该给个机会。
还有网友叫“水易道”的看法也非常有代表性。他说，品牌关键在美誉度，不在知名度。同时品牌也有出自身，历史，性格等因素。品牌名称还有心理暗示的作用。我只能说赞赏买家的勇气。
这个观点也跟品牌专家杨曦沦的观点不谋而合。
杨曦沦：三鹿品牌最后的终结记忆是一个伤害了消费者不诚信的品牌，它具有很强的知名度但是没有美誉度，知名度很容易打造，吸引消费者注意力的成本可以降低，美誉度塑造是一个靠强口碑和好的体验形成的，它继续用三鹿有机面实际上它打出了一个知名度，要看修改它的美誉度的成本到底有多大。
其实，一种商品、一个品牌的表现怎么样，需要市场、消费者和企业三方不断互动、不断磨合之后才能知道。而在那之前，一切只能说是“理论上”，三鹿粗粮未来是让人们对三鹿奶粉逐渐淡忘还是更加念念不忘，谁都不知道，除了时间。
（原标题：浙江企业拍下三鹿商标改卖粗粮 借知名度打翻身仗）
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