So, what is "intimidation marketing"? Defined by marketing experts participating Yang of Taiwan, "intimidation marketing" is a simple and crude marketing, the basic form of marketing that is they used good or healthy ingredients and slander counterparts with unhealthy ingredients harmful. So expect consumers to choose their own products. Yang said that in the initial marketing intimidation Pastry mainland tier cities are very popular because they do not understand marketing upgrade war, so the price of raw materials will fight this war.
Three common baking industry "intimidation marketing"
1 Additives: We additive-free flour, gluten flour eating is to eat the sole agent
Flour gluten agent (azodicarbonamide) replace potassium bromate flour products are widely used in favor of gluten flour whitening, promote maturation in order to improve the quality of bakery products. In recent years, then the flour gluten agent constantly being challenged to be carcinogenic, the baking industry businesses began to play "without adding natural brand." In fact the Joint Expert Committee on Food Additives (JECFA) as early as in 1966 made an assessment and concluded that "very safe", then there are not enough strong scientific challenge this conclusion. A person familiar with the flour milling and baking industry status to say: use more flour gluten agent out of consideration process. Mostly for the domestic production of high-gluten bread flour as foreign high protein content, gluten strength enough, different types of needs and tastes of bread and abroad, fluffy bread chewy texture than "Cishi" staple bread more popular. "Whether it is from raw materials or from the consumer point of view, there are rarely able to do business without adding, completely additive-free bread taste difficult to be accepted." Nevertheless, the market still has a lot of businesses hit free additive bread, flaunt their natural without added exaggeration to describe other products containing azodicarbonamide component is a "rubber soles."
2, said animal cream margarine containing trans fatty acids, eat hard to digest. Cream plants that animals with high cholesterol fatty acid cream, eat to obesity.
Animals cream milk do get dehydrated cream, mellow taste; vegetable cream with vegetable oil as raw material, widely used in the baking industry. In recent years, a lot of baking industry raw materials to fight the war, said animal cream margarine containing trans fatty acids, eat hard to digest. Cream plants that animals with high cholesterol fatty acid cream, eat to obesity. To this end, the five-star hotel in Pastry work has 20 years of experience of Master Guo said, we consider the different characteristics of butter, such as Southern Europe Latino guests heavier taste, vegetable cream difficult to meet their sense of entrance, but the same taste for Hollywood stars would be inappropriate to do, many of them are vegetarian and light meat or fish who prefer plant food. And the production of different environments and different storage conditions bakery, animal cream for bad environment more stringent requirements, save cold storage requirements, guests need to eat as soon as possible, otherwise prone colonies. Margarine although no such problems, but only a few brands to master completely removed trans fatty acids technology, but also need the expertise selection. But these problems have already been defined national regulatory policy clear, standards-compliant, no problem. On both raw cream bickering or fighting a price war results.
3, pigment: We use imported plant pigment, eat rainbow cake equivalent to eating toxic pigments
Food coloring is to change the original color of food additives, baking, candy and other food industry wide use in recent years, the rise of plant pigments to people concerned about the potential hazards of food coloring and toxicity. Baking industry followed suit flagship health brand, began to promote the use of plant pigments, resisting synthetic food coloring. In fact, food coloring is added early in the scope and amount of China's "food additives health standards" there are clearly defined: If maximum use of sunset yellow, tartrazine is 0.1g / kg, Carmine allowed only in sausage casings, soy milk used in drinks, shrimp, ice cream and candy coating, maximum use is 0.025g / kg, infant food is strictly prohibited the use of any synthetic pigment. According to the baking industry professionals, plant pigment color strength is weak, and the color is not bright color in a single, expensive, long used dye bakers know that to achieve the effect of appetite would have regardless of the cost to add, it is completely realistic. Therefore, many shopkeepers said, "My family is the import of plants containing pigment, more healthy than other stores synthetic colors." "Eat a rainbow cake equivalent to eating dye?" Malicious propaganda is completely impractical.
However, these marketing to consumers intimidation intimidation to buy their own stuff yet? Entrepreneur and cooperation based on baking pastry in five cities sample survey of thousands of consumers, consumers in these micro-channel reading the article after intimidation, nearly 7 percent of consumers still do not understand what is called the natural plant pigments, the difference between 77% of consumers unknowingly flour gluten agent and potassium bromate, 86% of consumers do not understand animal cream butter VS plants and plant fatty cream What is the difference in trans fatty acids, they said perplexed. More importantly, 52% of consumers who say they do not believe in the clear before temporarily do not buy any bread and cakes, and 17 percent said they were not ready to find out, anyway, will not buy, and this two proportions adding up to 69%! did not add any new customers, 69% of consumers from potential loss of this industry, which is threatening the role of marketing, raw material is the low-end price war results!
Mutual slander intimidation marketing "in the mainland market, many industries are taking place, years ago, the two dairy giants spent heavily in public relations attack each other, until finally the two sides to use the public security personnel arrested mutually ended, when both markets are blew Within the food industry the same after the two companies mutually city Jieduan internecine case is not uncommon.
Why European and American counterparts rarely slander each other, mutual Jieduan of "intimidation marketing"? This may be because they established earlier completed the upgrade to competition from competing, because we finally found each other slander, consumption will only make mutual Jieduan those who run away, so that the entire industry pie is getting smaller. Cooperation bigger the cake, the cake competition points out "point of view, this is the famous Concurrence by the two professors at Yale University presented. On competing, Kim comments received unanimous approval," We should not blame each day market, we should reflect on a day that he is not to focus on product innovation, sincerely communicate with customers, consistently enhance the brand, together with the industry peers pie bigger rather than scare ... consumers. "
keys：Baking Entrepreneur
