ANTA brand management: broken pen

Broken pen: the quality of the event a year ago.I wrote the first works.About theThe title is "Three Questions Anta.I still remember the beginning: basic network can not find the ANTA negative news ... "than a year later.The situation has changed.I found some sites number of ANTA negative reports.In Fuzhou Franco-Prussian online.Even lists special Anta: big brands should pay attention to the small details.This topic in detail, and a complete list of the the Anta product quality problems several cases.Sports shoes in the purchase after a few days or months in the off-line "unglued" break. "There is also down jacket to fade red shirt.Some other complaints.I no longer listed. The author is deeply shocked!Operation of the brand can be tricky.But the product quality is the biggest brand skills - Quality is the lifeblood of the brand.Is the lifeblood of business. After slightly subsided.Begin to understand that "from the ANTA.In recent years.Anta leaps and bounds.Athletic footwear products for many years to occupy the first position of the market.Deeply involved in sports marketing.Successfully shape never stop, "the image of the professional sports.Market demand.Annual production of 10 million or a million pairs of sports shoes.Such a huge production it is easy to relax product quality.Difficult to manage exponentially increase or even several times.Furthermore,ANTA products have been partially completed by the foundries.This further increases the difficulty of control of the product quality. Consumers will not think of these.Also not to understand "Anta.They want the product beyond their expectations. Author shock from two aspects.First,.In the the ANTA brand high rising.Negative news.Second.The ANTA company public relations handling of such incidents.PR here.Absolutely not referring to such events or media ban.I suggest PR.Attaches great importance and rapid response to such events.Unconditional surrender "to the consumer - to request a replacement product giving replacement product.To refund to give refunds.There is a sincere apology.Furthermore,Either a replacement or refund.Gave consumers increased the burden of the loss or unnecessary.
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Material and spiritual aspects.As a responsible, determined to become a respected enterprise.The author believes.Should be given appropriate compensation for consumers.This compensation can be some valuable souvenirs.Or a Anta's products presented to consumers.To victimized consumers "into the lucky consumers".The cost of course have to be out by the corporate headquarters.Dealer is unwilling to take on.Let them bear.They would not to do it. When consumers the knot after opening.Media to quickly open the knot.Rapid feedback to the media already properly handle.Implore the media to publish follow-up reports.In this process.Need to get lucky consumer support.By their reaction to the media.Before convincing. An enterprise product problems.Not terrible.Important is the attitude.The companies have not paid attention to the interests of consumers.There are no standing in the consumer's point of view to consider the issue.Real product quality problems.The enterprises shall hold owed "mentality.Consumers pay.Provide qualified products.It would have been fair trading. Broken pen: signing Scola I want to shiver "two aspects. First in terms of a story.Hunan TV's Super Girl "program had a strong impact on the whole of China in 2005.Is the Mengniu brand marketing important battles.Sina held in January 2006 The 2005 festival annual award presentation ceremony.Mengniu president Gensheng attended the ceremony.Gensheng front Long Yongtu, the right is Andy Lau.He knew; the left, Li Yuchun.He did not know.Long said surprised.In fact.He can not remember the name of Mengniu Sour milk spokesperson Zhang Yun.Title Super Girl "Zhang Yun endorsement" by Mengniu Company a Division of planning and decision.According to the "Mengniu insider book.Perhaps the reason is.According to Mengniu rules.Advertising fees, marketing costs, if not more than 7% of the total sales revenue.Gensheng not bother; the Mengniu legalization enterprise.All the work has a more mature processes and systems.Many activities are according to the process by professional departments in operation ...... this contract and Anta Scola relationship. November 2007.ANTA brand director Xu Yang, accompanied by to Mr. Ding Zhizhong to the United States Houston.Signed a strategic cooperation agreement with the Rockets.One of the important results is signing Scola.Undeniable.Importance than the Dairy spokesperson for the sporting goods industry will be more bigger.However, as a market value of tens of billions of listed company CEO.Perhaps there are other more important things.Waiting for him.