Fishing with fresh girls?After Junlebao Dairy announced the listing schedule in January, its brand involved high customs advertisement to step on the lightning

New Yellow River Reporter: Zhang Bo

"Waiting for Fishing Flowers Flowers", "Throwing a Fresh Women's Special Bait", "Fishing Fishing Little Flowers on the Internet", the account "Yue Xianhuo" quickly caused heated discussion after publishing this advertising copy, and was being discussed. Netizens questioned that there was no disrespect for women. On August 24th, "Yue Xianhuo" issued an apology statement saying that the relevant content had been deleted, and seriously handled the account operation and audit personnel, and then reflected deeply to resolutely prevent such situations. At present, its official Weibo and Xiaohongshu and other platform accounts are in a state of stopping.

According to the data, "Yue Xianhuo" is a high -end milk brand under Junlebao Dairy. It lasted for three years and was officially launched in 2019. The reporter noticed that in July of this year, Zhong Yan, vice president of the parent company Junlebao Dairy Group, revealed in an interview with the media that the company has officially launched the IPO (first public offering) listing project and strives to complete the listing in 2025. It is reported that Junlebao's sales revenue in 2021 was 20.3 billion yuan, ranking among the top four in China's dairy industry, and its performance was even stronger than that of some dairy companies.

The picture comes from the official Weibo of "Yue Xianhuo"

Improper advertising copy caused controversy

The advertising copy released by "Yue Xianhuo" has been deleted. It can be seen through screenshots circulating on the Internet. The copywriting is based on the theme of "Fishing Fishing Flower Flowers" and enlarging the words "fresh" and "hooks". In the pictures, in the pictures, There is a bottle of fresh milk with a fish hook -like pattern. The text below adds: "Throw a special bait of a fresh girl, wait for it to come back ~ Is it too late to get the bait?

After the "Yue Xianhuo" incident, there were two sounds at the same time. The questioning people said that "fishing" obviously materialized women and was suspected of insulting women. There are also some netizens who think, "Isn't the little fresh girl just a little fairy? Is it too sensitive to netizens ..." A girl engaged in copywriting told reporters that in copywriting and marketing practice Scenic creation is commonly used, and in social media marketing, it will also closer the distance from users through anthropomorphic or cute ways. She also said that with the development of the media in recent years, the brand of large and small brands has begun to attach importance to marketing. In the strong competitive environment, some brands want to attract attention in the way of eyeballs. There are problems, some topics can indeed become a marketing theme, so employees should learn how to make up for this short board. "

New Yellow River reporters have sorted out and found that in recent years, there have been many brands due to improper marketing advertisements. In March, the international daily chemical giant P & G released an advertising -like tweet in the WeChat public account, mentioning that "women's feet odor is 5 times that of men" caused discussion, but at the end of the article was the promotion content of its related products. On June 24, the relevant departments imposed an administrative penalty of the act, pointing out that the above advertisements violated the "Advertising Law", ordered it to stop issuing illegal advertisements and fined 700,000 yuan. Coincidentally, in March, some netizens found that the word "about" and "thief" was printed on the package of Weilong brand. In June, a 711 convenience store advertising copy was "she is not drunk, no chance", and it is also attracted much attention for vulgar marketing. Earlier cases were in the cotton era in the cotton era makeup and wet scarf advertisements. A woman was removed with this product after being tracked by the follow -up. "A equipment that allows women to lie easily to win the workplace" and other content, was fined 876,700 yuan.

Regarding the brand's "blog out" behavior, Shen Meng, chief strategist of Guangke Consulting, said in an interview with the Beijing Commercial Daily that in the face of market competition, the core foundation of enterprise development should be the research and development and innovation of products and technology, and while the company's development and innovation of products and technology, while It is not to make gimmicks with marketing and seek short -term topical hype.

In response to the root cause of this behavior, Lan Tianbin, a partner of Jiangsu Faide Dongheng Law Firm, believes that the direction of vulgar marketing copywriting in the advertising law is relatively blurred and should be further defined. In addition, in practice, the administrative investigation is insufficient, and the low cost of illegal illegal merchants has also promoted the popular marketing atmosphere.

Previous publicity copy pictures. Derived from the Internet

When the listing schedule is announced, Junlebao urgently needs "high -end"

In fact, "Yue Xianhuo" has been more active in marketing. Public information shows that last year, it has cooperated with the popular programs of Jiangsu Satellite TV and Hunan Satellite TV to carry out multi -channel marketing and achieve a good communication effect. The enterprise industry and commercial information query platform shows that the "Yue Xianhuo" brand trademark is affiliated with Junlebao Dairy Group Co., Ltd., and "Yue Xianhuo" is a high -end milk product under the company. In terms of sales prices, the price of 450ml of 450ml of online sales is between 10 yuan and 15 yuan per bottle, and the price of 260ml is 8 yuan to 12 yuan per bottle. According to the official website of Junlebao, the company was established in 1995. The business scope includes infant milk powder, low temperature yogurt, low temperature milk, room temperature liquid milk, animal husbandry, etc. 21 production factories and 17 modern large pastures, the sales market covers the country.

The picture comes from the official Weibo of "Yue Xianhuo"

Before Junle Bao Fang revealed the news of "Complete Listing in 2025" this year, it has attracted much attention in the capital market. According to media statistics, since 2010, Junlebao has completed 7 rounds of financing, the total financing amount has been completed, and the total financing amount has been completed. More than 5.77 billion yuan, including Mengniu, high -necked capital, Sequoia China and other well -known investment institutions. Therefore, it is more optimistic about Junlebao's prospects for listing, and it may be another news that it is more challenging -by 2025, Junlebao will strive to sell 50 billion yuan. According to data from 2021 sales revenue for 20.3 billion yuan, it is not easy to achieve four years. "Junlebao's gross profit margin is lower than the level of Mengniu. After eliminating Junlebao, the financial statements will be significantly improved." This is what the Mongolian Niu financial director Guo Weichang said at the Mengniu's 2019 mid -term performance meeting. The two sides are still in the cooperation period, and the meaning of Mengniu's gross profit is mainly due to the dragging by Junlebao. Data show that in 2018, Junlebao contributed to Mengniu's revenue of 13.62%, but only contributed 9.58%of profits. This has nothing to do with the low -cost strategy that Junlebao has previously implemented. Earlier reports showed that after the negative storm, Junlebao relied on the ultra -low pricing of 130 yuan, and cooperated with the e -commerce model to gain a foothold in the low -end milk powder market in China. Of course, Junlebao didn't want to stop there. After the end of 2019 with Mengniu's nine years, it further accelerated the layout in the high -end market.

It is worth mentioning that Junlebao has a variety of high -end products at the moment, especially its high -end goat milk brand "Zhenwei Ai" has a large volume, but it is not easy to fully open the high -end market. Due to the long -term low -cost strategy, the low -end market represented by the third- and fourth -tier cities has a great influence, but the inherent brand tone often becomes an obstacle to entering the high -end market. Some analysts believe that the reason why Junlebao is eager to enter the high -end market is the urgent strategy of "thin profits and more sales" to enhance brand capabilities, thereby improving the market valuation, and paving the way for listing. This statement is unreasonable, but combined with the current situation of the high -end market, this road is destined to go.

Edit: Weekend

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