The bridegroom Chinur men trap quality door Zhang Guoli "Long Yan" lost

10 years of brand endorsement, three years of independent directors, known as the "emperor professional households," said Mr. Zhang Guoli has been more closely linked with the bridegroom Jinuer, perhaps because it is the image of the "longevity Lord" to do the first card, the bridegroom Hinur's Product image has always been positive.

The quality problem of the groom's Hinur men's wear was upgraded, and "Professional Emperor" Zhang Guoli's "Long Yan" was lost.

However, with the appearance of the problem of the quality of the groom's Hinur menswear, and the fact that the problem has not been dealt with, leading to disappointing consumers and the gradual decline of the stock market, Volkswagen began to question the groom's brand, the Hinur, and it is not natural. Transferred to the brand image of thinking, so put the "emperor" to the Longyan lost the mark.

The incident originated in 2010. Consumer Ji Wanchang bought 20 sets of “groom and chinoir” leisure suits at the Ginnor Avenue Groom and Men’s Men’s Store. The tested suit collar fabric was 99.6% wool, 0.4% polyester coated silk, and the lining was 54.9% polyester and 45.1% viscose. Instead of marking the fabric in the collar logo, 95% wool, 5% cashmere, and 100% polyester. Ji Wanchang believes that Hinnor used low-cost raw materials to replace some of the high-priced raw materials and deceived the consumers. He asked relevant companies to provide economic compensation and recalled all the same batch of products, and publicly apologized through the media. The manufacturer acknowledged that the batch of groom's casual suit in Hinnor had indeed had problems with the materials, but rejected Ji Wanchang's handling opinions.

In this way, the bridegroom Chinor Company had a “confrontation” with Ji Wanchang for a year long in order to avoid evading responsibility.

The quality problem of Hinnor escalates and consumers find it difficult to accept

The groom is a leading enterprise in the men's suit industry in the north. The development history of 10 years can be said to have formed a certain reputation in the industry. However, after the incident, the country’s leather goods quality supervision and inspection center is the authoritative test result and the groom’s Hinur brand Men's wear has always remained silent and there has been no indication that the incident has been over for a year now and has yet to be resolved. Many wait-and-see consumers have expressed their unbearable acceptance. Many consumers also expressed directly on the matter: “What we need is not a brand that never makes mistakes, but an honest brand that dares to take on problems and actively seeks for remedies when problems arise. Failure to promptly resolve problems after they occur will make them even worse. !”

People lose confidence and brand equity market declines

The grumbling Gin Hinnor's “problem casual wear event” failed to reach an agreement on the details of the compensation due to both the Gin Hinor Group Co., Ltd. and Ji Wanchang. After nearly a year of negotiations, it has still not been resolved! Regarding the Hinnor stock code, which did not face errors, shirk responsibility, and dealt with problems in a negative manner, some consumers expressed disappointment. In particular, since the third quarter, the sales growth of the Hinnor stock code has significantly slowed down and interest rates have dropped significantly. Most investors lack confidence in stocks. Although there has been a slight increase recently, the overall trend is not optimistic!

Some investors said: “Buying stocks is actually choosing a company. Buying a stock is equivalent to buying an ownership of the company. A good stock should first be a company with a positive trend and a promising outlook, but Grace Xi Nur did not give me this feeling!"

The brand is falsified and the professional emperor "Dragon" lost

For 10 years of brand endorsement, Zhang Guoli has become the image representative of the bridegroom Jinur. The appearance of the problem of the groom Hinnor menswear is also a negation of the endorsement image.

Stars are public figures, especially those who have a senior status in the film and television industry like Zhang Guoli, and they are known as the "Emperor's Professional Household." This positive image makes many consumers trust and they will graft on the star's admiration. To the product.

In September 2008, movie and television star Zhang Guoli became the independent director of the A-share listed company's bridegroom, the Sinor Group, and the first person to become the star's sole director, playing the role of supervision, maintenance, and advice.

Therefore, the emperor's professional household is not only an image of the groom's Hinur, but also an independent director of the company. It can be said that there has been a direct connection between the two. The people of Ginh will naturally think of the “billion-year-old man”. However, successive incidents of problems seem to negate “the majesty of the emperor”. Consumers have already said with a smile: “This time, the Men’s Dress event in Shinour, I do not know when “Hurray Lord” can understand the people’s feelings, but also the people are fair”