Haitian Flavor Industry is quite bitter. Its market value reached more than 700 billion yuan more than a year ago, but now it has fallen to only 380 billion yuan. Of course, compared with Qianhe Flavor Industry with a market value of 14.4 billion yuan, it is still a giant existence.
As the "Hex" soy sauce incident continues to ferment, in order to restore its reputation, Haitian Flavor Industry's product publicity and legal departments were busy. When everyone was enjoying the National Day holiday, they worked overtime to make two statements. The first one focused on pursuing self-media that maliciously smeared the brand, and the second one focused on the existence of "double standards", but most netizens did not buy it. Some netizens pointed the finger at Haitian 's "arrogant" attitude, believing that the statement was not well written and it was a failed public relations.
Everyone believes that Haitian should not avoid the problem. They can express the view in the statement that "will learn from it in the future and pay more attention to food safety" and "providing more healthy and safe zero-additive products".
But I think from a business perspective, Haitian cannot respond like this at all, otherwise it will put itself in a more dangerous situation, leaving very serious sequelae. Why do you say so? Let’s talk about two facts first.
1. Almost all the brands you can hear in China have two kinds of soy sauces, one is the soy sauce with zero addition and expensive, and the other is the soy sauce with additives and cheap prices. includes Qianhe Flavor Industry, which has been blown up in the past few days. Even though this brand focuses more on the high-end market, there are still many "Hex Technology"-type soy sauce styles.
In addition, most people don’t know that Qianhe Flavor Industry’s predecessor was a company focused on the production of food additives. They started their business by making food additives. Currently, among the five wholly-owned subsidiaries of the group, there are three specializing in the production of food additives.
How did I know? The financial report says, you can go and read the company's 2021 annual report and the first half of 2022 annual report. It is clearly written by Qianhe Flavor Industry itself.
2. Haitian does not have double standards, and two different types of soy sauces are also sold abroad.
Conscientious bloggers living abroad have long posted the condiments and ingredients lists in supermarkets on social platforms, including both American supermarkets and Japanese supermarkets. Haitian also sells soy sauce with additives locally. There is no such thing as online saying that sells the good ones abroad and leaves the bad ones to their own people.
At the same time, Japanese law stipulates that all additives need not be marked in the product ingredients list, and different additives can be summarized into one major category. The famous Japanese miso contains a lot of food additives.
Some people deliberately introduce the problem to "double standards" actually have an ulterior motive. They hope to create a public opinion atmosphere where foreign air is sweeter than domestic
After understanding the above two facts, they can analyze why Hai Tianzhen will still be scolded and will fall into a deeper quagmire, or even become a cocoon.
First, "More emphasis on food safety" will be interpreted as admitting that it has not been done in place now.
Haitian mentioned similar content in the statement and will be labeled as admitting that there are food safety hazards . People with ulterior motives will keep an eye on this and insist that Haitian's seasonings are problematic. I admit it in the statement that our netizens have always been prone to being led by rhythm, so I really can't wash it even if I jump into the Yellow River.
In addition, it will also trigger a deeper crisis of trust, because the food additives of Haitian Soy Sauce do not violate the regulations and are within the scope of the national standard. Does it mean that our national standard is also problematic? This may be what some people really want.
Second, promises to "provide more zero-added soy sauce" not only fail to do it, but also to take away market share by other brands.
Haitian's annual operating income in 2021 reached 25 billion yuan, far higher than other brands. The number one company in seasonings can sell so much soy sauce based on focusing its target on the affordable market. Most consumers do not have the habit of spending high prices to buy pure natural seasonings.
Perhaps after "Hex Technology" has flooded the screen, some people will change their previous consumption habits. When buying seasonings, they will look at the ingredients list and would rather spend 10 yuan to buy zero soy sauce. This additional expense is within the scope of tolerance. However, the large number of low-income people in China do not think so.
According to the data of " China Statistical Yearbook 2021", 20% of families in the country have an annual disposable income of : 7869 yuan, is converted into a monthly disposable income of 656 yuan, and 20% of the 1.4 billion people are 280 million people; has an annual disposable income of 16443 yuan, and has an annual disposable income of 1370 yuan.
Do you think they are willing to spend 10 yuan more to buy zero soy sauce in their daily life? If there is no cheap soy sauce on the market, the three-no products of the small workshop will be their final choice.
What's more, after choosing zero-added soy sauce, do you have to replace all other foods such as oil consumption, vinegar, soybean oil, dairy products, etc. with zero-added, or even organic models? has an extra 10 yuan per place, which may cost hundreds of yuan more in a month. is impossible for families with a per capita disposable income of less than 1,500 yuan.
In fact, let alone China, even in high-income countries such as the United States and Japan, it has not reached the level of zero-eating growth for everyone. Otherwise, the "Hex Technology" products would have long since existed in their supermarkets.
A large number of low-income people have demand, and the market will automatically match the appropriate products. Of course, the premise is that they comply with national standards, including the types and dosage of additives.
If Haitian Flavor Industry promises to put all the products on the shelves, it will not be "drowned" by more saliva. If it does, its operating income will drop significantly, which may be less than one-third of the original. The market share given up will be quickly occupied by other brands. Other brands such as Lee Kum Kee, Tsai Le, and Qianhe will easily divide the market gap left by Haitian.
Therefore, if you don’t make a promise, you will be considered to be ineffective in public relations. If you make a promise but don’t make a promise, you will be considered to have no commercial credit. If you make a promise, you will lose the market and be replaced by other brands. If I am, I would rather choose the first ending.
It is best to say whether Haitian will be scolded no matter how he declares it, or not?
does not need to complain. As the largest seasoning company in China, you have to be prepared to face all kinds of risks while making the most money. Public opinion is one of the risks. Every company wants to be the top leader, and it is not that easy to sit down after it is taken.
The business world is full of competition and intrigue, which is much more exciting than palace dramas. All parties can use all means for their interests, including using public sentiment to guide public opinion and ultimately serving commercial interests.
In my opinion, being scolded is at least better than being forgotten. Haitian’s “desperate situation” is actually the helplessness of the market.
or above is purely personal opinion. Welcome to follow and like @Wang Wu talks about . Your support is the best encouragement for originality!
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