False Propaganda Incidents Frequent &Nbsp; Chinese Shoe Enterprises Should Not Be "Waisted".

Pay more attention to consumers in the eyes of more and more new things, such as hi tech and environmental protection.

The shoe industry began to play the role of cater to consumers, and add high-tech and environmental protection to their product advertisements.

Since the birth of advertising, advertising has undertaken the responsibility of serving enterprises and businesses for better product sales and brand building. However, with the development of advertising industry, the economic benefits generated by advertisements and the strong brand appeal of products have caused more and more enterprises to turn their brains. Some enterprises have begun to adulterate advertisements with a lot of exaggerated facts and become a very common phenomenon.

If a pair of leather shoes is warm and can cure the disease, it will surely be praised by consumers.

In a shoe store, a saleswoman took out a pair of men's high leather shoes to sell, saying that the leather shoes of this pair of shoes are velvet, and they wear warm clothes in winter, and they can also walk in it because they have magnetic sheets inside their soles and upper, which can produce magnetic fields.

She said, holding an instrument on the sole of the shoe, and the bottom of the shoe immediately issued a young woman's voice: "magnetic electricity is normal, magneto electricity is normal!"

In order to make the consumers more convinced, the saleswoman let the shop see the "physiotherapy principle diagram of the annual health function shoes", which reads: "dozens of geomagnetic and solenal magnetic fields are formed on the sole of the shoe, which act on the foot points and viscera reflex zones."

It can prevent several dozens of diseases such as asthma, hypertension, coronary heart disease and so on. "

Such a mysterious description is doubtful.

However, the functional shoe with such a complete function is said by the food and Drug Administration's official: "it's totally messy!"

The annual health function shoes are not approved by the drug administration departments. They are fake medical devices.

This fake medical equipment shoes can be priced from 199 yuan to more than 300 yuan per pair.

Celebrity endorsement

For the shoe industry, the most important thing is the celebrity endorsement.

Take domestic shoe enterprises for example, Nicholas Tse endorsed XTEP, Andy Lau endorsed expensive birds, Li Yuchun endorsed POOVE, Jankovic endorsed Anta, O'neal endorsed Lining, Jay Chou endorsed del Hui...

The star endorsement footwear product can be said to be a pillar of success.

To a certain extent, they can play a certain role in promoting brand influence and marketing.

Although shoe companies have yet to find false endorsement of celebrity endorsements, shoe companies may be cautious.

Now, according to the survey report, consumers have shown the trend of visual fatigue for "celebrity marketing", and consumers are concerned about star joint liability consumers.

Joint and several liability is not only a restraint on the endorsement of stars, but also a legal progress in standardizing market behavior.

Many people agree.

A netizen said: "in the United States, a star endorsed his useless medicine and finally attached responsibility.

Everything is going to be in line with international standards. Is it impossible for our country to connect with the world on the issue of celebrity endorsements? Since the endorsement, we must attach responsibilities, and do not speak for fear of responsibility. No one is forcing you to speak.

Another netizen said: "in the final analysis, endorsement is a job. It is necessary to talk about professional ethics and responsibilities, to be conscientious and conscientious, not to mention a public figure. If you take the money and don't take responsibility for your work well, you can shirk the question and ask yourself if it can be done." this shows people's support for joint and several liability.

Now some shoe companies have put on a "waistcoat" for their products, which is known as an internationally famous brand from abroad, and has become the usual trick of advertising.

Last year, a hot magnetic shoe encountered a "nationality gate" incident.

Advertising: wearing this kind of German magnetic shoe can replace the injection to take medicine, treat diabetes, coronary heart disease, hypertension, cerebral hemorrhage and other diseases, and hypertension patients can reduce their blood pressure to normal value within 10 days.

However, law enforcement officers went to the exclusive shop to check.

Shopkeeper Du Mou says, these shoes are bought from Hankou.

After investigation, this shoe is a health shoe produced by a manufacturer in Inner Mongolia, but in the advertising campaign of the company, it has become a "German well known International Group Limited" production.

This kind of shake changing nationality product is really hard for consumers to guard against.

Whether it is the various high-tech concepts that have been widely publicized, or all the celebrities who are invited to speak for themselves, and even put themselves on the "waistcoat", enterprises have used up all kinds of tricks when carrying out propaganda, but in the end, most of them proved to be false propaganda and boasting.

Although false advertising can enable large numbers of consumers to buy products, they can get huge profits.

In the short term, false propaganda has a real effect.

But in the long run, once consumers discover that they are being cheated and start refusing to buy products, the shoe companies will face a devastating blow, and the brand image that will be built up with huge sums of money will be destroyed.

As a shoe enterprise, it is necessary to continuously improve the quality of products and service level, so as to cultivate brand influence and establish good image of integrity, and finally achieve the effect of fame and wealth.