Sanlu re-emerged, rebranding is not easy

In 2008, the Sanlu milk powder "melamine" incident was still fresh in memory. After five years of silence, the Sanlu brand has recently re-entered the arena and is still in the food industry. In the recent Zhejiang Agricultural Fair, a stall selling organic coarse grains called Sanlu attracted great attention from the participants. The responsible person stated that the company is using the Sanlu trademark, followed by the original Sanlu product and management. In a completely different way, in 2009, Sanlu’s trademark was obtained through auction, and organic coarse grains and other products were developed.

For the company’s use of Sanlu’s trademark to continue to sell food, Chen Xiaolong, a food marketing expert, is not optimistic: Sanlu’s brand value is almost zero, and consumers’ impression of “Sanlu Poisoned Milk Powder” is ingrained, difficult to eliminate, and will be passed on. To other foods under the Sanlu brand.

Gao Jianfeng, a brand expert and general manager of Bogey Consulting, said that this practice does not mean that it is not possible to do a good job. For brands like Sanlu, there are three aspects to look at in order to return. First, if the timing is ripe, and secondly, choose Whether the cut-in product is suitable or not, and finally, how the brand intends to operate. For Sanlu’s act of making coarse grains, enterprises need to make great efforts to publicize food safety, eliminate consumer concerns about food safety, and reshape consumer confidence.