Rebirth of the Industrial Tycoon - Vol 2 Chapter 575
Chapter 575 Combination Fist
“When buying an oxygen generator, you must choose a regular medical device!”
An elderly man in a white coat appeared on the TV screen. This man had silver hair, a ruddy complexion, and a gold-framed glasses. His voice was very strong, and he knew that he was a very knowledgeable doctor.
In fact, this person is an actor.
Many advertisements for later generations will find an actor with good image and temperament to pretend to be an expert. Because this kind of actor is often very stylish and has a good shot, the effect is better than some real experts.
Sometimes you can even find an older foreigner to pretend to be a foreign expert. Anyway, in the minds of many people, the moon of a foreign country should be rounder, and what foreign experts say is more convincing.
Experts are not entertainment stars after all. Experts have always been well-known in the industry. After leaving their professional field, how many people will know experts?
So looking for an actor with a good image and temperament, pretending to be an expert, the cost of advertising will be reduced a lot, and the effect will be very good. As long as you don’t point out your surname in the advertisement and say that this is an expert in the field, it’s not a false propaganda.
I saw this “expert” bluntly said: “There are many types of oxygen generators on the market, but most of them have not obtained a formal medical device production license, let alone certified by the Food and Drug Administration! Oxygen concentrators that have not been certified by the relevant state departments can only be regarded as health care equipment, not medical equipment!”
On the TV screen, the four characters “medical equipment” appeared, and then a red cross was placed on the four characters.
“Experts” said again: “Health products cannot replace medicines, and health equipment cannot replace medical equipment! If health equipment is used as a medical device, sometimes it will not only have no effect, but will also bring adverse effects, making the disease worse, or even worse. Life-threatening!
All kinds of health products on the market have different levels of quality and effect. Some products are not only ineffective, but will endanger your health! When you come across, you must keep your eyes open and don’t be deceived when you are shopping.
When you buy a household oxygen generator, you must choose regular medical equipment! The puppy portable oxygen generator is a formal medical device. The manufacturer has professional medical device production qualifications, and the products have also passed the medical device certification of the relevant national departments! ”
Several certificates appeared on the TV screen at the right time, obviously telling the audience that we have certificates!
Next, the “experts” began to introduce the puppy portable oxygen concentrator, and the promotional content was also based on the routines of selling health products.
An old man feels dizzy, just take oxygen; a middle-aged man who has been busy all day returns home with a look of exhaustion, and feels refreshed after inhaling oxygen; a pregnant woman always feels unwell, and she is healthy after inhaling oxygen. Baby; a senior high school student studies late into the night every day, and is admitted to university after taking oxygen!
In addition, the advertisement also secretly added some materials.
The old man said to the camera after he had inhaled oxygen; “The oxygen generator I bought before was always worried that the effect would not be good, and I don’t know if the oxygen coming out of it is real.
Now I use the puppy oxygen generator, I can rest assured, this is a formal medical device, and its safety must be guaranteed! It will definitely not be as deceiving as inferior health care products. ”
The middle-aged man said to the camera: “I think the effect of medical equipment is definitely better than that of health care equipment, so I chose a puppy oxygen concentrator because it is a regular medical equipment!”
The pregnant woman stroked her belly and said: “After pregnancy, the doctor told me that oxygen inhalation will help the growth of the fetus, but the quality of health products on the market now has endless problems, and there are many fakes!
I am really worried that it will hurt the baby in my stomach after using it. Fortunately, there is a puppy oxygen generator, which is a formal medical device. It will not have safety hazards like other health products on the market. I use it more assured! ”
In the process of showing up and speaking, several actors all emphasized that the puppy oxygen generator is a formal medical device.
As soon as the picture turned, the “expert” appeared again. This time he did not promote the effects of the puppy oxygen generator, but began to introduce the advantages of medical devices, especially in terms of safety, giving emphatically instructions.
Obviously, the focus of this advertisement is that medical devices are different from health-care devices. While emphasizing the safety of medical devices, it also belittles a wave of health-care devices.
This kind of propaganda method is very targeted, and it is also in line with the routine of health care products advertising.
In health care product advertisements, diseases are often the first to emphasize the harm of a certain disease, and then the introduction of health care products can prevent and treat diseases.
Introduced layer by layer from the shallower to the deeper, so that consumers feel that if they don’t use this kind of health care products, they will definitely get sick, and they will die soon. If you even frighten you, you will make consumers pay.
The advertisement for the puppy oxygen generator is to distinguish between health care equipment and medical equipment, and then from the introduction of the hazards of health care products, it seems to be saying that yours is a health care product, not a regular medical product, so immediately It’s dying.
In the final analysis, consumers must be frightened first, and then consumers will have a sense of urgency. Then there are a few more cases of “showing up”, and the things will naturally be sold.
This trick is still very effective, and consumers are easily bluffed by this advertisement.
It is mainly because the reputation of health care products in the past two years is really stinking.
After more than ten years of blindness and disorder in China’s health care products industry, by the end of the 1990s, all kinds of problems were exposed, and news reports about unscrupulous health care products harming consumers were also endless.
The various oral liquids that were sold hot in the past few years are no longer trusted by the public. Many health care products brands that have been popular in the past have also been completely cool.
In this context, the puppy oxygen concentrator hyped up the difference between medical equipment and health care equipment, and the effect was immediate.
Where do ordinary people know so much, they only think that medical devices are definitely safer and more effective, and the “experts” in the advertisements fooled them, and they believed the propaganda in the advertisements.
…
On the second floor of a residential building, Zhao, a retired cadre, is standing on the balcony doing Tai Chi.
A few years ago, Old Zhao had a stroke. Fortunately, it was not too serious, and he was sent to the doctor in time, leaving no serious sequelae.
The doctor told Zhao to exercise moderately and breathe more fresh air, so he went to the balcony to practice Tai Chi, which became Zhao’s daily routine.
The main reason why I didn’t go out to practice Tai Chi, but on my balcony, was mainly because Lao Zhao was afraid of death.
In my own home, in case of another stroke, my wife can play 120. But if you have a stroke outside, if there is no good-hearted person, your old life will be accounted for.
The balcony is next to the living room. The large color TV in the living room is playing TV programs. After measuring his body, Zhao can just see the TV screen.
At this time, a round voice came from the TV: “When you buy an oxygen generator, you must choose regular medical equipment!”
Lao Zhao’s gaze was immediately attracted, because since he suffered a stroke, his son bought him an oxygen concentrator and asked him to inhale oxygen every day for health care. Therefore, when an oxygen concentrator advertisement appeared on TV, Lao Zhao would also Pay more attention.
The advertisements began to promote the safety of regular medical equipment, and health care equipment and other health care products hospitals are invariably cheating. The old Zhao, who was staring at the TV intently, couldn’t help but frowned.
Lao Zhao was scammed by health care products. He also drank a lot of so-called oral liquids. Those oral liquids were also used to cure all diseases. As a result, Zhao went to the hospital because of a stroke.
This shows that the health products are not useful! Since then, Lao Zhao no longer believes in health products.
Now seeing this advertisement, Lao Zhao’s heart beats up again. He hurriedly took the box and manual of the oxygen generator that his son bought for himself, and wanted to check whether it was a medical device or a health care device.
A closer look, as expected, this oxygen generator has not been taken seriously by medical equipment.
“This is not a regular medical device. No wonder I feel dizzy recently. It turns out that this health care product has been pitted!” Old Zhao secretly said in his heart.
People have had a stroke, and the body will have some uncomfortable symptoms. Coupled with the psychological hint that the health care equipment is not safe, Lao Zhao suddenly felt that he was about to have a stroke again.
“No, you can’t use this oxygen concentrator anymore. Take this oxygen concentrator away and buy regular medical equipment, so you can use it at ease!”
…
The sales office of a certain brand of oxygen concentrator was overwhelmed with telephone ringing, and all distributors from all over the country called back.
General manager Wang couldn’t help but sweat profusely. He yelled anxiously, “What the **** is going on? There are so many dealers, so they have to return?”
“Mr. Wang, I found out the reason!” A subordinate hurried over, and then said: “The agent said that our portable oxygen inhaler is not a formal medical device. I am afraid that it will not sell well, and I am afraid that there will be some There are potential safety hazards, and there will be problems when selling. So they dare not continue to represent them!”
“Security hazards? What are the potential safety hazards?” Mr. Wang snorted coldly.
‘S subordinates explained: “The agent said that ordinary people still trust professional medical equipment. For example, our oxygen generator does not have a medical equipment certificate, so it can only be regarded as a health care equipment. Health care equipment is not as safe as medical equipment.”
“We don’t have any medical equipment certificates, but didn’t they all sell well before?” Mr. Wang then asked.
“That’s because other brands of oxygen concentrators did not have medical device certificates, but it is different now. There is a newly listed puppy portable oxygen concentrator, which is a formal medical device, and they have the certificate!” road.
President Wang’s expression changed slightly. Puppy is a well-known brand in China. Major TV stations often see their advertisements. It is not a good thing to have such a powerful opponent enter the game.
The subordinates went on to say, “The puppy oxygen concentrator also aired a new advertisement, saying that when buying an oxygen concentrator, you should buy regular medical equipment to ensure safety. Many health care products are of inferior quality. The effect, on the contrary, will endanger your health!”
“Fart!” Mr. Wang snorted coldly, “No matter who makes the oxygen generator, doesn’t it depend on the two packages of sodium percarbonate and manganese dioxide? Don’t worry if you have the certificate for the medical device, you just need to add this Two things can be put into water to produce oxygen, what’s the difference!
Why can I say that he has a certificate? He is safe and guaranteed. If I don’t have that certificate, I am a low-quality product? When does the chemical reaction need to be verified? It is impossible that if there is no proof, there will be no chemical reaction! What kind of truth is this! ”
This kind of chemical reaction oxygen generator relies on chemical agents instead of a plastic container for water.
Sodium percarbonate and manganese dioxide belong to chemical preparations, which are the products of chemical plants. All oxygen generator manufacturers buy these two preparations from chemical plants, and sell them after packaging, and some even subpackage them. Leave it to a chemical plant to do it.
Regardless of whether there is a production license for medical equipment, it will not affect the chemical reaction. Even if you just find a basin and throw in sodium percarbonate and manganese dioxide, you can quickly produce oxygen.
So in terms of effectiveness and security, to emphasize that the certificate is more secure, it is simply nonsense.
But ordinary people don’t understand this!
The common sense of most people in science is actually very worrying. This is true not only in China, but also in developed countries. There are even more people in Western developed countries who do not believe in science than in developing countries.
But most people believe in authority, especially in the professional field. After authoritative and serious products, consumers are more at ease.
And a medical device certificate represents authority!
…
Zong Wang sent someone to find the ad for the puppy oxygen concentrator, and then he yelled while watching the ad.
The specificity of this advertisement is so strong that even after seeing the advertisement, Manager Wang came up with the idea of a more effective puppy oxygen concentrator.
“We also have to shoot a new advertisement, and the new advertisement must also emphasize the medical properties of the oxygen concentrator. We must distinguish between health products!” Mr. Wang secretly said in his heart.
Wang always knows that as long as it is related to health care products, it will definitely leave a bad impression on consumers, so he feels that the original advertisement is no longer applicable, and now he needs to shoot a new advertisement.
Of course, new advertisements should link products with medical devices as much as possible. Even if their products are not medical devices, they must make consumers think that they are medical devices.
…
The new advertisement was shot quickly, and then quickly put on the market.
President Wang immediately sent people to stare at various sales channels, including offline agents and TV direct sales agents. He wants to know how the sales of the product will be after the new advertisement is broadcast.
There is no sales channel for hospitals on Mr. Wang’s side, so he can only sell through local agents and direct TV direct sales. This was also the main channel for the sales of various health products at that time.
Sitting in the office, Mr. Wang stared at the phone, waiting for feedback on the situation.
“Dingling…” The phone rang, and Mr. Wang answered the call immediately without any hesitation.
“Hey, Mr. Wang, this is Xiao Li, and a few people came outside, saying that they are from the Health Inspection Office of the Food and Drug Administration, and I want to see the person in charge.”
“The Health Inspection Office of the Food and Drug Administration? It seems that medical and health equipment are in charge of this department, right? Why did they come here? There shouldn’t be any trouble, right?”
Thinking of this, Mr. Wang said; “You take them to the reception room first, and I’ll be there right away.”
After speaking, Mr. Wang put down the phone, arranged his collar, and then went to the reception room.
came to the reception room. Several people in uniforms were already waiting there. The first one introduced himself: “Hello, I am the captain of the second squadron of the Inspection Brigade of the Sanitation Supervision Office. My name is Liu.”
“It turned out to be Captain Liu!” Mr. Wang hurried forward to greet him. After a few words of greeting, he asked, “Captain Liu is coming here. I don’t know if there is anything we can do for you?”
“That’s it. We received reports from enthusiastic people that you posted unapproved medical device advertisements, suspected of misleading and deceiving consumers.” Captain Liu said with a poker face.
“Enthusiastic people? It’s okay to find people!” Mr. Wang cursed in his heart, and then he defended: “Captain Liu, this is wronging me. We are a regular manufacturer, and the products we produce are all qualified. How can we say that we misled and deceived consumers!”
Captain Liu said, “For consumers, it should be under the jurisdiction of the business administration department or the consumer association, but since someone has reported to us, we should also investigate.
But after our investigation, we found that you did publish an unapproved medical device advertisement. This is indeed a violation of the regulations. This time it is for this matter! ”
“Where is our advertisement breaking the rules?” Mr. Wang said unconvinced.
“Your oxygen concentrator is not a medical device registered with the Food and Drug Administration, so you cannot promote the product to have medical effects, otherwise it will violate the relevant regulations.” Captain Liu said coldly.
“Although our oxygen concentrator does not have the certificate of medical equipment, it is the same as the certified oxygen concentrator, and the oxygen production effect is not worse than others! We are just propaganda based on facts.” Mr. Wang then defended.
Captain Liu saw too many such quibble people, he said: “Mr. Wang, if you think you have done nothing wrong, then I will leave now, and I will hand over the matter to the business administration department for handling.
I don’t know whether your production and operation projects include the medical equipment project, but the business administration department must know that they will have your registration information there. ”
When I heard the industrial and commercial administration department, Mr. Wang’s face was slightly green. The inspection team of the industrial and commercial administration department is much more difficult than this health supervision inspection team.
Captain Liu continued: “We are here this time not to punish you, but to ask you to make rectifications. Non-compliant advertisements need to be removed immediately, and future advertisements must also be legally compliant. There is illegal publicity.”
“No fines?” Mr. Wang asked subconsciously.
“This time there will be no fines. In fact, fines are only a means, not an end. Our purpose is to urge you to make corrections in time. As long as you can make corrections in time, we will not punish them lightly.”
Captain Liu paused, and then said: “But if you do not change after repeated instruction, then we do not rule out the use of fines or even more severe punishment.”
“Then our new advertisement was shot in vain?” Mr. Wang was very upset, and he complained: “So many health care products are all promoted in medical products. You can’t just catch me!”
Captain Liu said coldly: “I said when I came, it was the enthusiastic people who reported you. After investigation, we found that there is indeed a problem with your advertisement.
If other companies have the same problem, you are welcome to report, and we will investigate the content you reported! ”
“Report? Then forget it.” Mr. Wang shook his head quickly.
If this is known to your peers, if you go to fan the flames, don’t expect to get involved in this business in the future.
…
President Wang personally sent Team Liu and his party to the gate of the company.
“President Wang, don’t give it away, please stay.” Team Liu said.
“Team Liu, I will have someone remove the advertisement immediately, and I must actively carry out rectification.” Mr. Wang once again expressed his opinion.
At this moment, a few strangers did not know where they came from, and suddenly rushed in front of everyone.
“Hello, I am a reporter from Health Daily, can I interview you?”
“I am a reporter from China Health. Captain Liu, what are you doing today?”
“I am a reporter from “Healthy Ban Yue Tan”, can you briefly introduce it?”
As these reporters said, they also raised the camera in their hands.
Zong Wang and Team Liu were taken aback at the same time, and asked why several reporters suddenly appeared?
Team Liu got nervous instinctively. From the bottom of his heart, he was a bit repulsive to reporters.
“Don’t shoot, don’t shoot!” Team Liu stretched out his hand to cover the camera.
It is common for locals and grassroots to reject reporters. Many of them feel that reporters are coming to make trouble. Therefore, they can push and hide when they encounter reporters. As a result, it is not a small number of people who turn small things into big things.
However, one of the reporters said: “Captain Liu, I heard that your health supervision and inspection team has made outstanding achievements in rectifying illegal health care products. Our readers would like to know about it. Can you tell us about your work experience?”
“Outstanding results? Introduce work experience?” Team Liu was taken aback, and he suddenly realized that this is not a topic of finding fault, but a topic of performance!
If this is to talk about the highlights of your work in the newspaper, how can you not accept the praise of the leader after you go back?
Although my job is only to do well within my own tasks, it seems that there are no bright spots, but it is really impossible to edit it!
Thinking of this, Team Liu hurriedly adjusted his collar with his hands, then cleared his throat, with a smile on his face.
…
A few days later, in the early morning, President Wang was sitting at the table for breakfast, and in front of him was the newspaper delivered by the postman early in the morning.
President Wang usually peels the boiled eggs, while looking at the headlines in the newspaper.
Putting the egg into his mouth, Mr. Wang also freed his hand and turned a page in the newspaper.
The next second, he saw the name of his product appeared in the newspaper, and the content turned out to be that their product was investigated by the relevant department for suspected false propaganda!
The picture is the picture of Team Liu being interviewed.
President Wang immediately thought of the report of the “enthusiastic masses”, of the visit of Team Liu, and of the reporter who suddenly appeared.
“I was calculated!” Mr. Wang yelled, and his neck was caught by an egg.
“Cough cough cough cough!” President Wang hurriedly bowed himself and coughed, the egg finally spurted out of his mouth and fell to the ground.
The heartless dog raised in the family immediately rushed to the egg on the ground.
For the dog, everything that falls on the ground is mine!
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(End of this chapter)