月度归档： 2024 年 6 月

　　On the one hand, China Resources Yibao encountered a PH test strip, and on the other hand, Nongfu Spring was accused of being "not as good as tap water". The "two bottles of water" with growing grievances finally broke out in a full-scale "water battle" at the turn of this spring and summer. Recently, the war of words and words between the two sides is not enough, and the next battle will be in court.

　　Nongfu Spring is negative and frequent, blame Yibao

　　In the past month, Nongfu Spring has been exposed to mildew in bottled natural water, black unknown objects, brown floating objects, garbage siege in the water source, and different colors of the same batch of products. On April 10, another "industry insider" broke the news that Nongfu Spring’s standard is not as good as tap water.

　　This series of quality disturbances has raised questions about Nongfu Spring. On April 11, Nongfu Spring finally couldn’t help but jump out and issue a statement, directly accusing the series of reports against Nongfu Spring of being deliberately planned, hidden behind the scenes is the state-controlled drinking water company, China Resources Yibao. In fact, when the water source of Nongfu Spring was exposed to garbage siege, Nongfu Spring pointed out that "this matter was done by a competitor", but did not directly name the competitor at that time.

　　Observing the series ** publicity actions ** Yibao in recent times, it seems that there is "suspicion". After March 15 this year, China Resources Yibao once cooperated with a large portal website to launch the special topic ** "The Sadness ** Drinking Water in China", and published the same content advertisement in elevators and other channels. It listed all the water pollution incidents in China in the past 10 years, and then pointed out that "Do you still dare to drink the water transported by nature?" The target pointed to the well-known Nongfu ****** advertising slogan – "Nature’s Porter". The relevant website has now removed the topic. Since then, in the process ** Nongfu ****** being exposed to the pollution problem ** the water source ** the Danjiangkou, the figure ** China Resources Yibao has also emerged. On April 9, Yibao held a press conference in *******, the main content ** which was the responsibility ** drinking water enterprises to protect water sources and the need for water sources to meet drinking water standards.

　　In its statement, Nongfu Spring also listed "criminal evidence" of Yibao, as competitors in Hunan, Guangdong, Sichuan, Chongqing, Hubei and other places have hired people to distribute leaflets attacking Nongfu Spring to retail stores and consumers door-to-door.

　　More interestingly, there was a speculation circulating in the industry that Nongfu Spring’s recent troubles were similar to the way it had attacked its competitors in the past. Coincidentally, one of Nongfu Spring’s executives had moved to China Resources Yibao…

　　However, Li Kai, the marketing director of China Resources Yibao, told reporters that he denied all kinds of speculation from the outside world, saying that the company would not do anything that violates fair competition.

　　Yibao retorted, and a scolding war broke out

　　Nongfu Spring has set off the climax of this round of war of words since the 11th, and released 17 long Weibo in a row in just 6 days from the 11th to the 16th.

　　Moreover, Nongfu Spring is not satisfied with the theory of "naming", but also poses a posture of death and destruction. The official Weibo of Nongfu Spring has publicly recruited no less than 5,000 people, "to go to Bunongfu Spring and China Resources Yibao, which uses tap water as its water source, to compare the quality of all water sources, factories and products."

　　Citizen Mr. Liu told reporters that he had forwarded the above-mentioned Weibo and had received a private message invitation from the official Weibo of Nongfu Spring on the 16th.

　　This move made China Resources Yibao furious. At 1 noon on April 12, the official Weibo of China Resources Yibao posted a message: "People are not sages, who can be wrong! If you can change it, you can’t be good. ‘This is the case in life, and even more so in business! Advise a certain enterprise to be responsible to consumers and have the courage to take responsibility. Instead of the disaster moving eastward and grabbing the disaster on others!" Weibo. Although this Weibo did not specify the target, it was unanimously regarded by the outside world as a call to Nongfu Spring.

　　In fact, China Resources Yibao has been holding back its breath for a long time. On March 22 this year, "International Water Day", Nongfu Spring was witnessed to do a demonstration of the pH value of bottled water at several major subway entrances in Guangzhou, and the bottled water for consumers to compare was Yibao. In the consumer sourcing activity held by Nongfu Spring every year, Yibao was also present at the pH value test site of different brands to be demonstrated by the example sign.

　　"Yibao has always been annoyed by the practice of testing Nongfu Spring Water, and it is not impossible to fight back for this matter," a person close to Yibao told reporters. Regarding the recent statement of Nongfu Spring, the relevant person in charge of China Resources Yibao said that this is the usual method of Nongfu Spring. Once there is negative news, it depends on competitors, and before Wahaha and Master Kang. However, the person did not respond positively to Nongfu Spring’s suggestion that consumers were invited to visit the Yibao factory.

　　After being ridiculed by the official Weibo of China Resources Yibao, the official Weibo of Nongfu Spring quickly responded: "As a state-owned holding enterprise and a listed company, if China Resources Yibao dares to do it, it must dare to admit it, and maintain the moral bottom line of the enterprise in the hearts of the people. Don’t have the courage to do it, but don’t have the courage to admit it." And used a long Weibo to post a batch of online screenshots, leaflets and other pictures to prove that the series of incidents encountered by the company were carried out by China Resources Yibao.

　　Since then, the public war between the two major bottled water giants in China has intensified.

　　Yibao sued Nongfu Spring for reputation infringement

　　On April 13, China Resources Yibao released an open letter to all China Resources Yibao people, in which it stated that for the deliberate attacks of certain companies, the company will retaliate or use legal weapons to protect itself when appropriate, and also ask employees not to go into muddy waters.

　　On the same day, the media reporters received a "100,000 whys of Nongfu Spring" from the marketing director of Yibao: It is said that Qiandao Lake is the tap water source of Chun’an County, Danjiangkou is the tap water source of Danjiangkou citizens, and Wanlv Lake is the power source of Guangdong Xinfengjiang Hydropower Station. What kind of water source is Nongfu Spring? The water sources of Nongfu Spring are deep lake water, deep reservoir water, self-swimming spring, mountain spring water, groundwater… No matter what kind of water, it implements the local standard of natural water in Zhejiang Province. May I ask why? Yibao implements the national unified standard no matter where it is produced. May I ask Nongfu Spring, how can you feel?!

　　In this regard, Nongfu Spring said it was "ridiculous", and the quality of Nongfu Spring was much higher than national standards, industry standards and local standards.

　　Facts have proved that China Resources Yibao did what it said. On the afternoon of the 16th, China Resources Yibao confirmed in a notice to reporters that the company had filed a lawsuit against Nongfu Spring with the People’s Court of Nanshan District, Shenzhen, which was officially accepted by the court on April 15, 2013.

　　The report said that recently, through its official Weibo, Nongfu Spring has claimed that the relevant reports of its own product quality problems recently disclosed by the media are deliberately planned by China Resources Yibao, and that China Resources Yibao uses the public’s panic about food safety and environmental pollution as a marketing tool.

　　"The above false statements have not only been widely reposted through social media, but have also been continuously reported by major mainstream media and portal websites across the country, causing serious damage to China Resources Yibao’s reputation, business reputation and commodity reputation." Yibao said that according to the provisions of the civil law, it believes that Nongfu Spring’s behavior has constituted an infringement of China Resources Yibao’s reputation rights and should bear the legal liability for infringement according to law.

　　The notice said that it believes in the public and the law will give Yibao a "just result", adding that any company’s actions to infringe on the reputation of competitors will not be successful, and it is not allowed by law. The notice reiterated that the company has firmly opposed, is and will not use illegal means to participate in market competition.

　　As of press time, Nongfu Spring’s spokesperson, Mr. Wu, had not responded to the company’s lawsuit against China Resources Yibao, or even did not answer the phone. The official Weibo of Nongfu Spring, which has issued frequent statements to the public in recent days, also said nothing about this.

　　Nongfu Spring pinched his peers and pinched the media

　　The reporter noticed that since China Resources Yibao issued an open letter to take up legal weapons, the focus ** public opinion on Nongfu ****** has begun to shift. Nongfu ******’s subsequent statements did not name names and China Resources Yibao, but focused on clarifying water quality standards. Instead, they were pinned on the ******* Times.

　　The **ficial Weibo ** Nongfu ****** has published several water quality monitoring reports, and the ******* Times, which has repeatedly "named" and questioned its water safety, even released a harsh message on Weibo on the 15th: "You can’t run away, and don’t even think about running."

　　In response, "******* Times **ficial Weibo" posted a response on the morning ** the 16th, "In front ** the standard, you can’t run away, and don’t even think about running away." Since the dispute over product standards appeared in the newspapers, Nongfu ****** first accused competitors ** smearing, and then cursed the media for ignorance, but refused to give a tenable reason on the standard issue. Instead, he avoided the reality and repeatedly emphasized that "product quality" is higher than the national standard.

　　Subsequently, the **ficial Weibo ** Nongfu ****** issued a "four-fold" ******* Times "Weibo, and posted a" Fourth Statement ** Nongfu ****** "signed on April 16 in the form ** a long Weibo. The content said:" Nongfu ****** products are comprehensively better than GB5749-2006 national tap water standards, ** which 21 indicators are 12-1000 times better than the national standard. Nongfu ****** compared with a full set ** 106 test indicators and 31 internal control indicators, a total ** 137 test reports were fully released. We hope that after the ******* Times sees the test report, should it feel, is your journalistic moral conscience still there? " Nongfu ****** insists that the quality ** the product is higher than any existing drinking water standards in the country, and it is also better than the current tap water standards. The arsenic and cadmium levels in the product are below the detection limit, and the levels are too low to be detected. Mold and yeast are also not detected.

　　The Beijing Times V17 published two blogs in a row: one is "to be more serious about water standards and pay attention to the right to health"; the other is "I don’t know why Nongfu Spring doesn’t cooperate with normal interviews?!" The Beijing Times pressed Nongfu Spring: Why did companies abandon higher national standards with universal significance and choose lower local standards?

　　At the same time, it was disclosed that the reporter contacted Wu Chaochao, a staff member of the Media Department of Nongfu Spring, and sent an interview outline as required. After that, he repeatedly dialed his phone, but the other party did not answer and did not receive any response.

　　Our reporter found that since April 16, Wu Chaochao, who is responsible for media communication, has not answered the reporters’ calls.

　　Southern Daily reporters, Zhou Zhao and Zhao Binghui

　　Reporter observation

　　Don’t pretend to be an ostrich in case of trouble in Nongfu Spring

　　Pretending to be an ostrich and burying your head in the sand can only deceive yourself. However, it is impossible for you not to look up, open your eyes, or face the objective world for the rest of your life. The problem has to be solved. When everyone pays attention to you, they all prick up their ears and wait to hear your explanation. You don’t want a good opportunity to clarify. When you wait for your spirit to practice your lines and plan to give a speech, I am afraid that there will be no interested audience.

　　Nongfu Spring released five test data on total arsenic, cadmium, selenium, nitrate and bromate in bottled water produced by multiple factories on the 14th. However, from the response, Nongfu Spring only said in general that "third-party testing agencies provide testing data." As for who the "third party" is, Nongfu Spring has not made it public. According to media reports, Nongfu Spring has commissioned the Hangzhou Quality and Technical Supervision and Testing Institute to test its products, but the test data is significantly different from the data released by Nongfu Spring on the 14th. Such an important test, but not telling which agency tested it, will inevitably weaken the persuasiveness of its data. You sell drinking water, not train tickets, and you can’t say "believe it or not, I believe it" to consumers across the country and send people away.

　　A responsible enterprise should strictly implement national, local, and relevant industry standards, even the most stringent one, and at the same time mark the product packaging as required. Since Nongfu Spring’s products are of high quality, leaving behind the national standard eight streets, why not mark the national standard on the product packaging generously? There is no need to choose a place with the lowest requirements and post the standard everywhere to attract people’s dislike.

　　Enterprises can’t just talk about being responsible to consumers. In action, they must first take consumers seriously and answer every question of "God" seriously and sincerely.

　　Zhou Zhao

(Source: Southern Daily)

On May 1, NIO announced its sales for April. The domestic leading new force only delivered 6,658 new cars in April, a decrease of nearly 40% compared to March. In contrast, 25,681 new cars were sold at the same average price above 330,000, and 8,101 new cars were sold at JK. That is to say, NIO is not only no longer the top seller of new forces, but even failed miserably in the battle at the same price.

In early April, Li Bin said in an interview that if this year’s work is not good, 24 years will become another 19 years, that is, NIO may have to "return" to the ICU again. Judging from the current situation, this time may be further advanced.

What was the problem with NIO? Why did the new power, which was still in full swing in the past two years, suddenly fall into crisis? Let Kung Fu Car take everyone to take a look.

(1) The more models are sold, the fewer cars are sold

NIO has never been a brand that takes volume. As early as 2014, when the NIO brand was established, the slogan shouted was to represent domestic high-end electric vehicles to participate in global competition. But if there is no volume at all, the brand will be difficult to survive.

In December 2017, ES8 was launched, ES6 was launched in December 2018, and EC6 was launched in July 2020. NIO has completed the preliminary product layout. The three cars together can contribute about 10,000 units of sales per month, which was very moist at that time.

What’s more impressive is that NIO has "almost" achieved its goal. As an independent brand, its average transaction price exceeds 400,000 yuan, which is comparable to Mercedes-Benz and BMW, and far exceeds Audi. This result is also very scary. You know, this is a brand that has only been born for a few years, and it can be said that the sky is its limit.

But NIO’s subsequent performance was a big surprise. Since 2021, NIO’s new speed has accelerated significantly. ET7, ES7, ET5, EC7 have been listed successively, and old models such as ES6 and ES8 have also been rejuvenated. As a new force, NIO has seven models on sale simultaneously, but the monthly sales are only poor more than 6,000, which is very disappointing. As a comparison, the ideal three cars sell more than 20,000 per month, and the Tengshi (Parameter Shu Picture) sells more than 10,000 a car, and the polar krypton single model sells more than 8,000.

In the case of such a fragile brand, the "car sea tactics" are enough to show that NIO is casual in product definition. I talked to a former NIO engineer before, and he said that NIO’s approach is that the supervisor swings his arm and has no brains to start.

There is no clear definition before the project starts, and then there are more and more problems, and finally it is a work in progress or marginalized product when it is delivered to the market.

This approach will work in the "early days of entrepreneurship" in the future. For example, when ES8 first came out, although many functions were not opened. But because there are not many decent competitors at the same price, it sells well. But at this moment, in today’s highly invaded market, it is undoubtedly a great waste of resources to push new ones at will.

ET7, as a flagship sedan, is a front-drive platform, and ET5, as an entry-level model, is a rear-drive platform. The non-flagship ES7 entered the second-generation platform and lidar early, killing the "aging" ES8 in one fell swoop, but there is no market at all because of pricing issues. Such a slapstick operation is not uncommon here at NIO.

There is a saying that Li Bin and Qin Lihong are both liberal arts students, which makes them often do not make careful inferences and reviews when it comes to market layout, and are more willing to make emotional choices. On the one hand, this has created NIO’s unique humanistic temperament, but on the other hand, it has also caused the current chaos.

(2) The LeTV model is unsustainable. Is power exchange really the future?

Last year, NIO’s financial situation was already very bad. In 2022, NIO’s net loss for the whole year was 14.4371 billion yuan, of which 5.786 billion yuan was lost in the fourth quarter alone.

What is NIO’s response? At the same time as announcing the 2022 annual report, NIO said that 1,000 replacement stations will be built in 2023, and 500kW ultra-fast charging will be deployed "incidentally".

Why does NIO do this? In fact, it is to exchange services for the market. Compared to doing battery research and development, or building a battery production line. The return on investment ratio of power exchange services is immediate, at least the power station is actually increased. Tesla’s 4680 battery has cost a lot of money, and it has not been mass-produced for three years. If such investment is replaced by a power station, at least there is a real physical site. This is considered a major highlight of NIO. After all, for many users, power exchange is indeed very practical.

At the same time, NIO is "immune" to all price wars. No matter how Tesla and BYD are involved, NIO always insists on not reducing prices, which safeguards the interests of regular customers to the greatest extent.

But the crux of the problem is that today’s tram technology is becoming more and more mature, and the battery life is also constantly improving. When the actual battery life of high-end trams exceeds 500km, the added value brought by power replacement has become lower and lower.

At this time, consumers may pay more attention to the benefits. After all, the B-class ET5 sells more than 300,000, and the C-class Feifan F7 only sells 210,000, and the service seems to be less important.

In order to promote power exchange, NIO adopts the typical "LeTV model". The power exchange business is independent and placed outside the listed company, and then the power exchange business is continuously subsidized through the listed money. This seems "seamless", but as the NIO customer base continues to expand, the resources occupied by power exchange are also increasing, which will eventually feed back to the car price, that is, the price of NIO cannot be lowered.

That is to say, regardless of whether the battery is replaced or not, NIO’s users will eventually have to pay for this business. This is not a problem when sales increase, because doubled users can share these costs equally. But when NIO’s sales do not rise but fall, how can new car owners support the existing huge car owner base?

(3) To have faith, we must also look at the product

In the past few years, NIO could be said to be buying cars and giving away "Moments". There were NIO owners around Kung Fu Cars, and they were truly proud of their cars. They were very proud of NIO’s various activities and praised NIO’s various services.

But NIO should also realize that while this segment of consumers is important, they are far from the whole market. Most ordinary users still want high-quality and affordable models.

Not long ago, NIO launched the power station swap wish list function on the NIO App, where consumers participate in recommending the location of the power station. This may seem like a very "democratic" approach, but it may not be a good choice for the market. The location of the power station should be like opening a store, and "professional" choices should be made according to the local flow of people and the layout of the supplementary facilities, so as to ensure the interests of more car owners, not just the car owners to "vote".

The layout of products and technologies must be based on "professionalism", not emotion. Just like talking to the ideal engineer before about why the ideal doesn’t make cars, he replied that because the ideal customers at this stage are mainly family users, and the space of cars is difficult to meet, so he does not consider highlighting car products for the time being; when talking to the JK technicians about product definition, they said that it is not easy to break the game as a latecomer, and finally chose a relatively niche and the demand is not small.

To put it bluntly, if the market is already very crowded, as a latecomer to enter, there is a high probability that it will be cannon fodder. If there are still some gaps in the market, companies have a chance, provided that the price and positioning are appropriate in all aspects.

In a situation where all opponents are highly nervous, NIO’s careless market play, although it does seem to be a light weight, is inevitably gradually thrown away.

(4) Kung Fu shooting

In 2019, NIO was on the verge of bankruptcy because it could not raise money, and later Hefei City’s investment of 7 billion yuan saved it. I never thought that in this short two or three years, NIO would have to put himself in the "ICU" again, which has to be sighed.

Not long ago, Li Bin came out to reassure investors, saying that NIO was currently urgently saving itself, focusing on the four major fields of chips, mobile phones, sub-brands, and batteries. I don’t know if investors heard it or not. At least in Li Bin’s opinion, NIO’s product and technology layout is fine, so what kind of changes can be expected to be made.

Combined with the dilemma of Weimar, perhaps the entrepreneurial path of the first generation of new forces is about to be turned over.