How do enterprises build momentum?

How to "select materials" before creating momentum

It is very important to find the right theme before the activity. Finding a theme is "selecting materials", which is the core of the activity. Just like the corn on the cob, all activities related to the propaganda offensive, that is, the corn on the cob, are based on it and are carried out around it. Except for "random" emergencies, these themes are generally selected by enterprises after investigation and analysis.

1, make your own "material"

Look inside, tap the potential and create news that is beneficial to the enterprise. This kind of "creation" has no certain model or principle to follow, and mainly relies on the operator's extensive knowledge, rich imagination and keen market sense to capture sudden inspiration. For example, Rong Sheng refrigerators entered the Great Hall of the People and the United Nations, and Kelon Group presented Kowloon Ding to Hong Kong Hall on the day of Hong Kong's return. For another example, "price reduction" is an eternal theme for Changhong, Suning, Gome and other enterprises, which will attract enthusiastic pursuit from the media every time.

2. Grasp the news events.

We should be good at analyzing and observing various news events around us, pay attention to finding the combination point with enterprises and products, and use business opportunities to serve enterprises. For example, the North-South peace talks, the historical footage of Kim Dae-jung and Kim Jong Il touching cups, and the "band-aid" simply used the phrase "there is no unhealed wound" to match this news. Another example is that Shenyang Longfei registered the trademark of Viagra, which is like detonating an atomic bomb. The media quickly followed up and spent more than 10 thousand yuan on registration, but the related reports were counted as advertising prices, worth hundreds of millions of yuan. At that time, Viagra's trademark assets were valued at nearly 800 million yuan.

3. Public welfare undertakings cannot be lost.

By investing a certain amount of time and money in some public welfare activities, the brand's image in the public can be improved. For example, Kelon Company vigorously carried out poverty alleviation activities in poverty-stricken mountainous areas in Jiangxi, and sponsored the Asian Games and the Olympic Games.

Practical weapon spectrum

advertisement

Advertising is not everything. Without advertising, it is absolutely impossible to make your products sell well. This dialectical advertising principle tells us that advertising is not necessarily proportional to the growth of sales. Generally speaking, enterprises will look for selling points from their own products or combined with the external environment, that is, find out the main direction of publicity, which generally includes the following categories:

1, function selling point. That is, what can be done, what role can be played, and what problems or difficulties can be solved. Such as expelling toxins, relaxing detoxification and beautifying capsules, Haier's "007 instant cut" refrigerator, calcium supplement series and so on.

2. Technical selling point. "Love the new and hate the old" is the consumer's * * *. In the publicity, we should highlight the appeal of using new technologies and convey the idea that new technologies can bring consumers a higher level of fashion and enjoyment, such as Unicom's CDMA network and Changhong's fourth-generation rear projection color TV.

3. Concept selling point. It is generally necessary to create a high-tech product, or a new feeling and environment that consumers have never had before. For example, from digital color TV, health air conditioning, ventilation air conditioning, negative ion air conditioning to nanotechnology, there is no need for conceptual appeal.

4. Public welfare selling points. Combine the products of enterprises and enterprises with public welfare activities organically, and take a "free ride" to promote themselves. For example, "each bottle of Nongfu Spring can donate a penny for XX", Nongfu Spring has made two versions, from the theme of bidding for the Olympic Games to the public service advertisement of Sunshine Project, which is obviously different from the star strategy of similar products and has shaped a good brand image and social image that cares about education and loves sports.

press conference

Holding a press conference is not only more grand and high-standard, but more importantly, journalists can interview their interested issues and think about the best angle at the meeting, which can also promote closer contact and cooperation between the two sides. Enterprises usually hold press conferences for the following reasons: new product development, changes in business policies, changes in enterprise leaders or senior managers, commissioning of new factories or expansion of old factories, merger of enterprises, anniversary of the establishment of enterprises, awards for products of enterprises, and major accidents of enterprises.

The press conference should choose a suitable date and place to avoid conflicts with some important social activities and anniversaries. Journalists are busy with their work, so they should inform them in writing about 10 days before the press conference, so that journalists can adjust their working hours, and don't let invited journalists be tied up because of their busy business, which will affect the effect of the press conference. Generally speaking, it is better to choose 10 morning or 3 pm press conference, which is conducive to the convenience of journalists.

Every press conference should provide press releases and background introductions, so that journalists can dig up news events and expand the coverage beyond the topics involved in the meeting. Under normal circumstances, the press release is written in advance by the propaganda department of the enterprise or invited by senior media reporters to help the enterprise complete it before releasing it.

Background materials shall generally include the following contents:

1, the main points of news time involved in the press conference;

2. A brief history of enterprise development;

3, technical manual-if the purpose of the conference is to promote new products or machines;

4. Personal introduction and photos of the speaker;

5. Others, such as communication cards and business cards, are for journalists and editors to contact later.

It is best to send these materials to the participating journalists in advance when they are released, that is to say, they can be obtained when the reporters sign in, so as to understand the situation.

For large enterprises that have long-term cooperative relations with many media, press conferences can generally be organized by themselves, but for some small and medium-sized enterprises that lack close contact with the media, they need to rely on media public relations agencies to undertake press conferences. According to the different publishing needs of enterprises, media public relations agencies divide them into several types (the classification is taken from the business profile of a media public relations agency for reference only):

Economy: Invite 10- 15 news organizations, without special ceremony, for the purpose of publishing newspapers.

Ordinary type: invite 15-30 news organizations and three-star conference venues, and invite leaders and related customers to attend.

Sensation: Invited more than 50 news organizations. Television, radio, newspapers and the Internet are released at the same time. Print special promotional materials, special gifts, cash gifts, banquets, etc. for journalists, relevant leaders and customers. , the location is selected in a hotel above four stars.

New product promotion meeting

Choose a place in front of a large shopping mall, specialty store or shopping center, choose a time when people are concentrated, such as Sunday or holiday, and set up a stage or booth. The structure should be easy to disassemble and assemble, and it should be arranged the day before the event. In order to make the atmosphere of the venue more lively, local entertainers should also be invited to participate, perform live, enliven the venue and attract popularity. Besides introducing how good your product is, don't forget to ask a few simple questions about the product for the audience to answer. Of course, the audience who answers correctly should give some material rewards, preferably the products or promotional materials of the enterprise. If you can invite the CEO of the company again, you can hold an autograph session, and the scene will be more lively. Of course, consumers don't all go for the signature, but the discount they can get with the signature.

Health consultation meeting

Holding various health consultation meetings related to their own product functions has almost become a "reserved program" in the marketing of pharmaceutical and health care products enterprises. In parks, squares, residential quarters, hospitals, drug retail stores and other occasions, you can often see experts or doctors holding banners, tables, white coats, stethoscopes and various unknown testing instruments giving health consultation to various patients, but what is more interesting is that some doctors often come up with several causes after diagnosing many patients, and these causes are within the recommended range of drugs and health care products. Of course, the best treatment is to use their products. It is true that this kind of intention to promote "skills" will be seen through by consumers who are not too stupid, and those who think they are smart are actually stupid. Of course, we should also see that this kind of propaganda technique is still effective for the penetration function of consumers. We use the public relations project (part) of Huiren Group to analyze its mystery.

Large-scale public relations activity "On-site consultation meeting of traditional Chinese medicine on comprehensive health care for women in Huiren black-bone chicken".

Plan: Hold 1000 on-site consultation meetings in the top ten sales cities in the province.

Personnel: The Chinese Society of Traditional Chinese Medicine organized senior Chinese medicine practitioners from all over the country to carry out consultation activities.

Content: About the health problems of women's "menstruation and blood gas" and the introduction and recommendation of Huiren silky fowl. And conduct on-site sales of products at the consultation meeting.

Activity feasibility analysis:

A, such a large-scale women's health consultation meeting has never been seen in history, and it has a strong news and sensational effect.

B, the consultation meeting has the nature of public welfare activities, which is convenient for media hype and is conducive to establishing a brand image.

C. The authority of TCM consultation is credible and will be widely concerned and participated by women.

D It is estimated that 70,000 ~ 80,000 people will directly participate in this activity, and face-to-face, one-on-one in-depth, meticulous and authoritative advertisements can be placed for this group, and the number of people indirectly affected is even more difficult to count.

E, the on-site sales of products are estimated to be 30,000 ~ 50,000 boxes, which can train a considerable number of first-time users, and a considerable number of them will become loyal users.

F. Fill in the form and register the consultant, including name, address, age, telephone number, etc. , accumulate a large number of end-user information, and prepare for targeted market research and return visits in the future.

G, provides an excellent space for advertising and soft news hype, and can design a series of advertisements and reports.

It is expected that tens of thousands of people will directly participate in this activity. Through the health consultation meeting and its supporting advertisements and news hype, the products are well-known in the province, and the popularity and reputation of the products are further improved.

Promote the momentum with various exhibitions.

According to statistics, there are as many as 300 national and local exhibitions (expositions) every year, such as Canton Fair, Sugar and Liquor Fair, and so on, which emerge as the times require for an active market. Although there are a constant stream of participants in the exhibition, not every exhibitor can get satisfactory results in these exhibitions that create unlimited business opportunities.

Judging from the previous national sugar and liquor fairs, powerful manufacturers at home and abroad competed to spend money on advertising and public relations dealers, taking advantage of the opportunity gathered by merchants from all walks of life at the national sugar and liquor fairs to show their strength to dealers and establish feelings between enterprises and merchants. For example, in railway stations, airports, squares, exhibition venues, urban main roads and other crowded places, manufacturers' promotional materials are set up, such as inflatable arch doors, large-scale commodity models, balloons, colorful flags, banners, product posters, product brochures, leaflets, giant hot air balloons and so on. Of course, we didn't forget to warmly treat dealers from all corners of the country on the wine table. More careful manufacturers will also send an employee of their own company as the "wine commander" on the wine table, and "communicate carefully" with the merchants when pushing and changing cups, because many businesses are negotiated on the wine table. After the ordering meeting, heroes from all walks of life will be organized to visit nearby tourist attractions, and some products of the company will be sent as souvenirs when they leave.

seminar

In the name of seminars, enterprises advertise and interpret seminars as a way to create momentum, which is the latest fashion trend. Sponsored by enterprises, invited industry experts and media reporters to participate. The topics discussed are generally related to new technologies and products of enterprises. At the meeting, in addition to expounding the latest development trends of enterprises and industries, enterprises mainly took this opportunity to introduce their products to the media and people in the industry, so that everyone could know more. Experts and media reporters attending the meeting must be warmly treated. After the meeting, of course, we should also pay a return visit to reporters and ask if the articles about enterprises have been sent.

Soft Wen

Direct advertising is too hard and there are too many media, which makes consumers more and more disgusted. In contrast, the "efficacy" of soft writing is the best. "Following" the newspaper sneaks into consumers' hearts, virtually "nourishes" consumers, and can make consumers "believe it" unconsciously. Why is melatonin burning all over China, taking billions from consumers' pockets like a tornado? If you want to reward their achievements, "soft text"

prosecute

Litigation, in the theory and practice of modern marketing activities, is no longer just a way to solve problems between contradictory parties in the original sense, but has been endowed with new functions and missions by enterprises, that is, activities. We often see this phenomenon. The contradictory party made a big speech in the media, and we will sue him. This practice has damaged the strength of our enterprise and caused us irreparable losses. Or we reserve the right to file a lawsuit, which will never end. But when the reporter interviewed the other party, the other party claimed that it had never received the relevant legal documents. This move is called "fake Zhang", even if the two sides of the contradiction really want to fight to the death, they will not give up. It provides an excellent theme for the media. With the ups and downs of the litigation process, the media will talk nonsense to both sides. At this time, enterprises should learn to use the "enthusiasm" of the media for their own use, constantly create and dig news and related tidbits, and expose "material" to reporters, because this is a good opportunity to get a good layout without spending money.

Art of war in actual combat

Publicity begins with job advertisements.

Have you ever seen a company that recruits 5000 software talents once every two months? As far as the quantity and quality of a recruitment are concerned, you can almost apply for Guinness World Records. Half of the pages are widely publicized in major newspapers, and the total number of employees in this enterprise is only 6000. That is to say, if there is no moisture in the number of talents recruited and the recruitment work is a complete success, then by that time, these huge new employees will account for 45.5% of the total number of employees in this large software enterprise, which is a figure that violates the common sense of enterprise management. Is this enterprise really in urgent need of these 5,000 technicians for R&D, or is there something wrong with the human resource management of the enterprise? I'm afraid both answers are negative. Then I do some analysis from the layout of the recruitment advertisement, which lists the names and locations of the group's 24 software parks in the country, as well as the recruitment positions and numbers in various places, as well as a registration website. When logging in, I found that I couldn't directly access the company's website, so I needed to make a detour from the Yanhuang online website controlled by the group, which has been added. This is a move to kill two birds with one stone, which not only caused quite a shock in the circle of software technical talents, but also created a great momentum in the IT field, showing its own strength and winning everyone's attention. In this process, the enterprise has been recognized and understood by more people, and the top group has used this technique.

You can also start with an "advertising word"

The campaign of an enterprise should not only focus on the "big", but also start from the small things around the enterprise. It is often seen in newspapers that an enterprise "spends a lot of money" to openly solicit advertising words and couplets from the society. One way is to invite local "celebrities and famous artists" to serve as judges. If you want to be serious, you can ask the local notary office for notarization. The copyright of the winning works belongs to our company. Remember to indicate at the end of the advertisement that the final interpretation right of this activity belongs to XX company, but according to legal experts, this thing has no legal basis, but it can be used as a shield to solve complaints for consumers who don't know much about the law.

Master plan of "celebrity" hype;

Take all kinds of "celebrities" as the sun and shine with their light.

1. Invite an academic "celebrity"

Using the reputation and eye-catching ability of this "celebrity" as a halo over the enterprise has been a routine means to promote its own enterprise. For example, hiring celebrities as consultants is more like a signboard to decorate the door. This kind of celebrity is generally an absolute expert leader in the industry or field, and even enjoys a high reputation in the world. This kind of person usually only appears on the title page of the enterprise introduction manual, accompanied by a large photo, so that no matter what,

2. Find a "celebrity" in business.

PDA, the flagship product of celebrity company, is one of the main consumers who are busy with official business, and its best outstanding representative is a famous business person. So celebrity companies have tied their PDA with successful business people and launched different business celebrities in the media such as Sales and Market magazine. Of course, they also don't forget to tell readers what kind of products they use.

Use entertainment stars

Use an entertainment star, be an image spokesperson or an image ambassador, whoever is the most popular will be used. Just look at Lenovo. From Nicholas Tse to Zhang Ziyi, isn't F4 popular all over Asia recently? Then sign the contract immediately, followed by Siemens and Pepsi! It can be seen that heroes think alike. You can also invite celebrities to be deputy heads of counties and the like to promote local economic development. Under the careful planning and invitation of the local government in Mengcheng, Niu Niu took office. Niu Niu's legitimacy as a county magistrate alone has made the trapped media crazy for some time. Mengcheng county sells "cows" with "cows", which makes everyone aware of its existence.

Of course, hyping "celebrities" or inviting "celebrities" to be the image spokespersons of their own enterprises should also consider the related payment costs and risks. Similar to "celebrities" whose prices have skyrocketed and plummeted, businesses still need to take their essence to avoid their risks, so as not to lose more than they gain. Although the manufacturers of four brands, Jin, Jin, Aux and Aux, who invited Milu as the spokesperson after the World Cup all claimed that the China team did not have a negative impact on their product sales, after the China team defeated Gwangju, the light box with Milu's head in Shenzhen was smashed by fans, and the advertising light box of Aux air conditioner was also smashed. The commercial value of Milu has been lost again and again with the defeat of China team, but it will eventually return to peace with the passage of time. The planned "Milu" brand clothing and other commercial projects are just waiting for him to "make a comeback".

Double spring momentum: speculation

In the propaganda and offensive of enterprises, if a person sings "one-man show", it will inevitably appear "difficult to sing". Where there is a lively opponent who "echoes", first of all, it can attract media attention and a lot of reports, create momentum among consumers, and then attract more consumers to buy. This move can increase sales without spending a lot of money on advertising. Looking back on the past price wars of home appliances, there is always a time to "look at each other". Generally, one or two brands and one or two models of household appliances are sold at reduced prices by dealers, which first leads to a round of small-scale looting in the consumer market. Subsequently, the manufacturers denied, denounced and accused the merchants of changing the price without authorization, and even threatened to cut off the supply, in order to further attract the attention of consumers and the media, thus creating a bigger wave of speculation. Then, the merchants threw out five or six brands of price-cutting color TVs, creating a wave of buying trends. Only after consumers' interest was fully mobilized did the color TV giants announce a comprehensive price reduction, which caused a new wave of buying in the market. In fact, it was at this time that the protagonist of color TV price war changed from a distributor to a manufacturer. When the play was over, they closed the door and settled accounts. As a result, both manufacturers made a lot of money, and everyone was happy.

Ants vs elephants: challenging giants in the same industry

This move is called standing on the shoulders of giants, knowing that you are a person, but still challenging giants in the same industry. Its purpose is to make a name for itself by taking the opportunity of challenge, with infinite strength and courage. This is an excellent news point. For example, at the end of 1994, as a Shanghai fast food brand, "Ronghua Chicken" entered Beijing, and immediately declared that it would fight against "KFC" at the beginning of entering Beijing. Just like this, Red Sorghum has just changed its opponent. 1995 once challenged McDonald's when it opened in Zhengzhou. However, both of them did not last long, and gained a temporary reputation, but did not gain long-term benefits.

Stir up a controversial topic: fire yourself.

There is no smoke without fire. If you want to make a sensation, you must make waves. Only by making waves can we highlight our ability to make waves, gather the attention of all parties, and make ourselves a key enterprise and a well-known product.

Nongfu Spring has set up this "meter" to make its products smoothly transform from pure water to natural water. The operation mode of this kind of plan is to pursue a long-term controversial issue by aggressive means, so as to attract "eyeballs" or transfer "eyeballs". In May 2000, Yangshengtang provoked a war of words about whether pure water is good for health. Their aggressive marketing strategy was almost besieged by bottled water enterprises all over the country, and the news media even made a big fuss, giving "surprise" pages and time to pay attention to this war, which is exactly what "farmers" want.

Become famous in one fell swoop: build momentum by auction

Large-scale auction is one of the focuses of media attention, and it is also a place where some enterprises become famous overnight, because some blockbuster dark horses often emerge here, which makes the media heated, especially CCTV itself. As the largest TV media in China, its advertising bidding will be particularly eye-catching. 1995, 165438+ 10, the first tender in Qin Chi, with the target of 65438. The fledgling Qin Chihao threw 66.66 million yuan, nearly twice as much as the second Confucius banquet. 165438+1October 8th, Qin Chi won the bid successfully. From165438+1October 9th, it spread all over the country through the media, and subsequent product orders poured in. According to statistics, from 1 65438+June 9 to February 3 1 day of the same year, in a short period of1month and 20 days, the orders obtained by Qin Chi winery were higher than those in previous years. All this was done before the advertisement that won the bid in Qin Chi was broadcast, which can be said to be the effect of the auction.

Take advantage of the danger of competitors to speculate.

It can be said that it is a good opportunity to make a name for yourself by taking advantage of competitors' "crisis moment", but it can also show the character of an enterprise.

Infer from the opposite side

2001113, Guangdong Wan Jiale co., ltd (0533) issued litigation-related announcements, claiming that the case that Guangdong Xinli group co., ltd, the former major shareholder of the company, was jointly and severally liable for the guarantee of US$ 5 million and RMB 66 million has entered the implementation stage, and some assets including trademarks in Wan Jiale have been frozen. Two other colleagues in Guangdong got wind of it and made a fuss. On June 6th and 28th, respectively, 1 65438+1October 65438, Guangdong Zhongshan Changqing Group Company and Shunde Wanhe Group Company held press conferences, respectively, claiming to buy the trademark and equity of Wan Jiale, with bids of1100 million yuan and several hundred million yuan respectively. Both companies took the opportunity to steal the concept, and the Wan Jiale trademark was temporarily frozen, which was interpreted as the Wan Jiale trademark being auctioned. Both companies have also set a timetable for the acquisition. One said that the "deadline" for Wan Jiale's trademark was165438+1the end of October, and the other said that the annexation of Wan Jiale "should be completed before the end of the year at the earliest". Finally, it showed its true colors-"bragging". Evergreen Company claimed to be "export champion", "No.1 in Asia" and "annual output value of 500 million yuan". Wanhe Company claimed to be the only "national advanced enterprise in quality management" in gas appliance in 2000, and its investment company alone "had hundreds of millions of dollars in cash", so it "didn't need a loan at all" to acquire Wan Jiale. In fact, Wan Jiale's statement does not prove that it has fallen. As the industry leader in gas appliance, Evergreen and Wanhe are not as good as Wan Jiale in strength, but the real intention of the two companies is evident.

Stir fry from the front

At that time, there was also a classic case of "giving charcoal at the right time" in the commercial war in the Central Plains of Asia. At that time, Hua Lianfa, one of Asian competitors, had a fire, which caused certain losses and closed down. At this time, Asia did not gloat, but sent condolences, which was once praised as a beautiful talk by the business community. Although it is also a "show", it is very human.

How to build momentum in the face of immature market

When an enterprise is faced with an immature market, how to create momentum for its products, whether to wait until the peaches in the market mature naturally, or to stand up early and spend time and energy to cultivate the market like a gardener, may be different in different environments and practices. Judging from past cases, Wan Yan, the pioneer of VCD industry, played a role in cultivating the market, but she did not grow with the maturity of the industry. Ying Haiwei, the "father of the Internet in China", tried to be a gardener, but when the IT industry grew, she was dying. The only winner is Galanz. As early as 1995, Galanz realized that there were only a few hundred thousand units in the narrow domestic market.

1. Analyze the consumption habits of the market and consumers.

Consumers in China are preconceived. When most ordinary people in China don't know what a microwave oven is, whoever can make them accept it at the first time will win.

2. Develop offensive strategy: cooperate with the media and publicize it widely.

Galanz launched a large-scale "Enlightenment Movement" of microwave ovens: by contacting 150 news media in China and co-organizing a column, a knowledge window the size of tofu was made to systematically introduce the benefits, selection, use, recipes and maintenance methods of microwave ovens. The mass popularization of education in the news media soon produced a chain reaction, and articles about microwave ovens were overwhelming.

3. Educate consumers and be the first teacher.

Galanz organized domestic experts to write microwave oven series books, giving away more than 6.5438+0 million copies for free; Millions of CD-ROMs about microwave ovens have been carefully made and given away free of charge, which has made the concept of microwave ovens popular rapidly, and the Galanz brand is famous all over the country.

Actual case

On the Media Strategies of Galanz and "Foreign Killer" from "Black Rumors"

Since April 2002, a short article (about 500 words) entitled "Don't ignore the harm of microwave ovens" has appeared in hundreds of media in China. The article claims that "using microwave oven is very harmful to human body, and microwave oven cooking destroys food nutrition", which has caused panic among consumers everywhere, and the sales volume of the whole microwave oven industry has fallen sharply: the overall sales volume in May and June this year has dropped by nearly 40% compared with the same period last year. Galanz, the boss of microwave oven industry, naturally became the biggest victim of the industry, and called it 9. 1 1 incident of microwave oven industry.

Galanz's analysis of the origin of this incident shows that this incident is a "business conspiracy" carefully planned by a foreign country, or more accurately, a competitor of the United States who once stood out in the China market and finally lost, in order to make a comeback. First, the harmful theory of microwave ovens was released through the media, creating a "microwave phobia" among consumers and making it spread all over the world. Since April, it has appeared in many media in China, especially in provincial capitals and prefecture-level cities, plus various websites. From the release time, it started in April, accelerated in May, and reached a climax in July, showing a spreading trend; From the transmission area, most of them are concentrated in provincial capital cities and secondary and tertiary markets with high market share of microwave ovens; From the mode of communication, it makes full use of the interactivity, concealment and rapidity of the media and the Internet, and rumors snowball. Finally, microwave ripples eventually turned into stormy waves, leading to an avalanche of the whole industry. Just then, the American company launched a new product called the fifth generation microwave oven, which claimed to be a product that could overcome the disadvantages of microwave ovens. At this point, the hidden truth behind it is revealed to the world. If this essay, which makes no mention of Galanz, is written by an opponent,

In the face of the soft rib attack of "foreign killer", Galanz also made full use of the media to fight back: First, on July 9, 2002, Galanz "went to Beijing to complain", and Zhao Qiang, a famous professional manager and assistant general manager of Galanz Group, took the lead in "complaining" to the media in Beijing, exposing the sinister intentions of foreign competitors and making it public. The second is to hold a large-scale "rumor meeting" in Beijing. Galanz invited leaders and experts from State Administration for Industry and Commerce, State Bureau of Technical Supervision, China Household Electrical Appliances Association, China Consumers Association, China Famous Brand Promotion Committee and China Preventive Medicine Association to hold a "rumor meeting" to clarify the facts. Thirdly, media combination boxing, from the routine of Galanz, it can be clearly seen that the media is not only a tool for Galanz to reduce prices, but also a powerful weapon for Galanz to wash away its "injustice" and fight back against the other side, and deal with a man as he deals with you. Fourth, set up a special column on your own website to clarify and publicize the incident, collect relevant reports from various media and the course and determination of enterprises against unfair competition. Fifth, put pressure on opponents through the media. According to the daily news report of July 17, Galanz officials said that through the cooperation of relevant departments, it was found that the above-mentioned rumor articles were manipulated by a multinational company. Galanz has sent a lawyer's letter to relevant enterprises, and does not rule out the possibility of resorting to law.