" Chinese economy weekly " reporter Hou Juan | Beijing report
An apology is believed, 20% it is an apology, remain 80% it is advertisement, still claim president has affirmed this, complete cotton times is without the apology of sincerity 3 times to cause attention again continuously.
Late on January 11, parent company of complete cotton times is dovish medical treatment (300888.SZ) release outstanding achievement announcement showed 2020, predicting report period inside its do business income is 11.5 billion ～ 13.5 billion yuan, grow 151% ～ compared to the same period 195% ; Predict 3.95 billion yuan to net gain is 3.65 billion ～ , grow 568% ～ compared to the same period 623% . In announcement, the account that outstanding achievement adds beforehand all is concerned with epidemic situation.
Apparent, skill medical treatment, skill consumption, dovish medical treatment with " cotton " for core, 2020 " refine cotton is gold " .
In sale advertisement " to turn over " below setting of public feelings disturbance, how does this enterprise achieve fast growth? Can you spend crisis of this public relations?
To turn over
"About excuse letter, whole article table is longer, our president also has looked personally, also feel to want to present the company's current viewpoint of value to everybody first, it is very genuine actually, but everybody reads those who rise to have his each to experience, we also understand. Leave what call the turn mentions to want to see findings in the light of the netizen, we meet what announce as soon as possible. " on January 12, chief represents parent company of complete cotton times related ministry of negotiable securities of dovish medical treatment.
At the beginning of January, an advertisement causes complete cotton period great controversy.
In video, a young woman is dogged by one man follow at sb' heels, subsequently this woman show resourcefulness in an emergency, with discharge of wet towel of complete cotton times makeup, become ugly after discharge makeup and protect successfully oneself.
This wants to highlight discharge makeup originally Shi Jinjiang is big the advertisement of discharge makeup effect, be thought by the netizen outsmart oneself, do not respect a female.
On January 8, complete cotton times responds to this incident, call video content advertisement originality, already issued a video at present and publish excuse.
On January 10 evening, complete cotton times responds to this matter again, release " apology professions " long article expresses an apology, but it is merely after a few apologies, full text appeared larger space is self-dramatizing " advertisement " .
The instant, "The apology of complete cotton times " become focal topic, be judged to be year by the netizen " Fan Ersai type " apology.
Actually, advertisement and apology are not first time of complete cotton times " to turn over " .
Complete cotton times begins to be concerned a few times because of product problem from 2018 the branch call-overs.
In March 2018, the quality of product of Shanghai female underwear that net of official of supervisory bureau of Shanghai quality technology publishs is supervised selective examination to show as a result, the postpartum gauze of complete cotton times controls bellyband fiber content unqualified.
In December 2019, quality of Shanghai bedding product is supervised selective examination to show as a result, limited company of science and technology of times of complete cotton of Shenzhen of subsidiary of dovish medical treatment produces " cheeper by core year fund " the problem with existence PH unqualified value, be handled lawfully by seat market supervisory management department.
On May 6, 2020, superintendency bureau of Jiangsu province market releases " industrial product quality is supervised selective examination the bulletin of the circumstance " show, share 37 batch guaze mask unqualified, the complete cotton that complete cotton times produces prevents a list of names posted up on mist haze guaze mask.
But, the apology that complete cotton times carries on the head in buy of official small gain says in the letter, "Have excellent product quality, quality excel profit " wait for content, put in bigger difference with afore-mentioned facts.
Absorb gold
On the other hand, undeniable is, the outstanding achievement of complete cotton times achieved high speed growth really.
Net of official of dovish medical treatment shows, have below its banner " Winner is dovish medical treatment " " times of Purcotton complete cotton " " PureH2B ferry bridge lives " 3 old brands, mix in medical treatment respectively consumptive board piece development.
The data shows, path of dovish iatrical development is a little tortuous.
2009, dovish medical treatment turns board hand in place to appear on the market to button. 2010, dovish medical treatment turns board appear on the market to Nasidake. 2012, because appraise is worth the problem such as low, fluidity difference, dovish medical treatment is changed demesne retreat city.
2016, newspaper of dovish medical treatment sends A declare draft. 2017, IPO of dovish medical treatment is denied, superintended Ceng Chong dot to pay close attention to dovish medical treatment to change punishment of transition of the financing source in retreating city, business, administration, state-owned asset to buy demesne at that time wait for a respect.
2020, dovish medical treatment knocked A eventually gate, doing poineering work board appear on the market.
According to book of dovish iatrical raise capital by floating shares, 2017, 2019, battalion of dovish medical treatment closes to be 3.5 billion yuan respectively, 3.84 billion yuan, 4.58 billion yuan, corresponding net profit is 430 million yuan respectively, 430 million yuan, 540 million yuan. Dovish medical treatment has Wu of 3 great undertaking board piece, it is medical respectively thorn of water of business of dressing business, healthy consumer goods, complete cotton is not had spin cloth, among them business of healthy consumer goods is his main source, 2017, 2019, healthy consumer goods occupies its battalion to receive 2/3 about. 2017, 2019, complete cotton times realizes business income 2.14 billion yuan, 2.38 billion yuan, 3.03 billion yuan, the proportion that holds integral battalion to close exceeds 6 to become.
Apparent, complete cotton times appears on the market for dovish medical treatment make enormous contribution, in epidemic prevention goods and materials aid force to fall, currently hold the post ofLi Jianquan of president of dovish medical treatment to also be lived in with 44 billion yuan body " 2020 Forbes a list of names posted up of Chinese healthy rich and powerful people " the 11st.
The crisis
Soar to outstanding achievement, dovish medical treatment expresses, new coronal is pneumonic during epidemic situation erupts, the company reacts in time quickly, work overtime product of manufacturing epidemic prevention, relevant and medical protective equipment (basically be guaze mask, defend take, segregation garment) online sale of the market outside going up to leave channel, churchyard and area with the line all rises considerably.
Pneumonic epidemic situation belongs to new coronal break out and haphazard. From the point of outstanding achievement of in former years, edition of healthy consumer goods piece still be in dominant position. That is to say, complete cotton times still is the nuclear centre brand that dominant position holds in dovish medical treatment.
In the meantime, to enlarge the market further, complete cotton times has more than 260 line to leave store of straight battalion door in the 40 many cities such as Shenzhen, Beijing, Shanghai. Research and development rolled out sanitary towel, household to take, the series new product such as baby child things, perfect the operation of platform of Internet cable business stage by stage, increase the sale strength to the brand, include to invite star actor to undertake Dai Yan, film nearsightedness frequency advertisement.
Current, after experiencing nearsightedness frequency crisis, public praise of complete cotton times glides. To dovish medical treatment, this has become an enterprise to grow the another inflection point in the process.
" Chinese woman signs up for " print article says, "The issue involves female security, so serious malign incident, however by the businessman buoyant with so called ' originality ' to say decline, beautification malfeasant, defame a victim, was full of bias, baleful, ignorance. Was full of bias, baleful, ignorance..
Editor-in-charge: Zhou Qi
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