Thanks bo oral rapid expansion hidden holes Advertising under criticism

for photo/CFP

a & other; Love teeth big action public dental implants assistance & throughout; Activities, to worship oral medical group (hereinafter referred to as “&” other Worshipped throughout bo oral &;) Into a & other; Condemn & throughout; Infringement.

recently, the guangdong province stomatological association released & other; Disclaimer & throughout; That & other; Thanks bo oral national chain & throughout; In the case of without the consent of the society’s authorization or, more than a month in a row this year in guangzhou and other media advertising, worship bo jointly declared stomatological association of guangdong province and guangzhou & other; 0 yuan kind of tooth & throughout; & other; Love teeth big action & throughout; And other activities, intentionally mislead consumers seriously violated the stomatological association of guangdong province’s reputation.

however, for this & other; Thanks bo oral national chain & throughout; For publicity events, party secretary of oral, senior vice President de-min gao in an interview with the China business news “reporter said, these are the local division staff’s personal behavior, and not according to the provisions of the group is reported to the headquarters, the involved staff had been dismissed, & other; We increase the intensity of the audit, march and April this year after local division are through headquarters review all ads. Throughout the &;

reporter found, the legend of 1 billion yuan in 2014 after the strategic investment, thanks to bo mouth down the path of rapid expansion, two years stores has increased by 1.4 times, but frequent advertising & other; Error & throughout; Also exposed the rapid expansion of hidden loopholes in management.

marketing is & other; Error & throughout;

according to public information, oral medical association of guangdong province was founded in 2001, is the guangdong oral medical workers formed a nonprofit academic groups voluntarily.

reporter comprehensive statement the infringement and related publicity materials found, thanks to bo oral September to October in guangzhou, and so on more prominently published such as media & other; 0 yuan kind of tooth & throughout; & other; Love teeth big action & throughout; The activities of the advertisements or the & other 0 yuan laughing gas throughout tooth &; why by neighborhood rush “” & other love teeth day & throughout; let people all kinds of affordable teeth soft wen marketing.

in the propaganda, several expressly declaring & other; Love teeth big action public dental implants assistance & throughout; Event sponsored by the stomatological association of guangdong province.

however, the advertising behavior immediately be stomatological association of guangdong province as a & other; False information & throughout; , and public statement accused of infringement of oral.

guangdong province stomatological association said in a statement, never with the worship bo oral to & other 0 yuan kind of tooth & throughout; & other; Love teeth big action & throughout; And other activities. Thanks bo oral unauthorized use of stomatological association of guangdong province name do advertising for the company activities, misleading the general patients, I learn to the lawful rights and interests of the seriously violated.

the de-min gao told reporters that these are local division staff’s personal behavior, and not according to the provisions of the group is reported to the headquarters, the involved staff had been dismissed.

for the event progress, reporters call the stomatological association of guangdong province, the officials said, the statement shall prevail, not do more reply.

reporter found, this is not the first time that worship bo oral for advertising and marketing & other; Error & throughout; By criticism. In march of this year, for example, there are media reports, the horse Long dental Chinese companies relevant responsible person, thanks to bo oral’s website is quoted without permission horse Long dental founder photos allegedly constitute infringement, the matter ended in worship, oral involved site ended remove infringing content.

in July this year, thanks to bo oral shenzhen division in the newspaper marketing soft & other; Female college students correct by mistake 4 teeth pull tears & throughout; Also because of the misleading orthodontic & other; Tooth extraction is wrong & throughout; , other institutions of mouth false tooth extraction sparked domestic orthodontic boundary issue.

united ZongZhi marketing consulting management group partner hai-feng wang told reporters, enhance the brand credibility of private health care is not a single advertising and marketing can achieve, the cornerstone of credibility is the result of the credibility of the enterprise itself.

& other; The resource on the advertising rather than the consequences of medical services is to attract repeat customers, advertising is broken immediately after the customer even in half. Throughout the &; Tianjin a public stomatological hospital, vice President of the said, bo oral this operation of medical institutions to the business idea of thinking itself is not satisfactory.

de-min gao said, worship for nearly 200 bo branch mass propaganda, so not high, the frequency of the error in proportion to the error in the permitted range, & other; We increase the intensity of the audit, march and April this year after local division are through headquarters review all ads. Throughout the &;

in addition, through a wide range of medical institutions to advertise to attract patients, also led to a higher kind of dental costs.

however, oral cavity by & other; There is no statistical data for & throughout; And there is no positive response to the marketing costs accounted for in the operating cost. & other; Although there is no specific data, but we seldom, proportion of advertising marketing investment we must not rely on advertising to drive revenue. Throughout the &; De-min gao said, & other; We focus on equipment and talent can improve the aspects of medical service quality, etc. Throughout the &;

de-min gao at the same time, according to the current thanks to advertising, oral cavity have been trying to remove to & other; Buy one get one free & throughout; Hard is wide, such as price war to attract eyeball is trying to set up science programs, for example, or free clinic, and more channels to promote enterprise. & other; This is also our brand upgrade internal demand. Throughout the &; De-min gao said.

rapid expansion highlights loopholes in management

thanks bo oral, founded in 1993, formerly known as bayer’s mouth. In July 2014, lenovo group, a subsidiary of legend and worship the oral strategic investment agreement, this is the first time legend holdings investment in medical industry, investment amount is more than 1 billion yuan. As of June 30, 2016, legend already owns a 54.90% stake in worship, oral.

thanks bo oral medical group President had an interview with the media, said the 1 billion yuan of investment projects, he saw the legend of three people is finalized, Zhu Lina, liu chuanzhi, chairman of legend holdings President and vice President of legend holdings Li Peng. & other; The first is to use to 10 800 million support bo oral medical group national development. If you still need the money, as long as we continue to support company development well. Throughout the &; President of legend holdings Zhu Lina said at the signing ceremony, his responsibility is to make worship, oral no money worries in city layout in the country. After winning legend capital injection, worship, oral down the path of rapid expansion by joining m&a.

reporter refer to legend results found that, as of June 30, 2016, thanks to Po number of clinic and hospital oral cavity has been opened has grown to 180, including 134 46 hospitals and clinics, covering 24 provinces and municipalities directly under the central government.

legend 2015 earnings, according to the data provided as of December 31, 2014, thanks to the stores of oral number is 75, this also means that in a year and a half, thanks to bo oral stores more than doubled. In store area, the number of the dental chair and doctors and other specific indicators, worship, oral depart from June 30, 2015, 56652 square meters, 761 and 761, growth in the year to June 30, 222450 square meters, 2290 and 2290.

legend holdings, said during the reporting period, thanks to bo oral nationwide to speed up the strategic layout, in the north to guangzhou, have a certain scale, team and brand influence city to further increase the number of hospital clinic, and new entrants to the multiple provincial capital cities and developed regions, revenue from RMB 2015 in the first half of 2015 rose to 573 million yuan in the first half of 2016, the growth rate of 40%.

but at the same time of rapid expansion, although revenue growth, but thanks to bo mouth still is in a state of continuing losses. Legend in 2016, according to the center daily news as of June 30, worship, oral revenue of 573 million yuan, at the same time, loss of 367 million yuan. According to the reporter estimates, lost 648% in the period of growth is far higher than 39% of the revenue growth.

& other; Losses as a result of in order to seize the development opportunity, the business expanded rapidly, the preparation of stores and shops of the large number of stores in less than a year, at the same time in the medical care personnel, equipment, technology, large invest IT information systems, business is still in the climbing period. Throughout the &; Center daily news said. & other; We don’t call loss, call accumulation. Throughout the &; De-min gao said, & other; Company is in the midst of a “capital climbing, so money back slowly. If we stop our profit is very high, some stores can revenue reached 10 million yuan a month. Throughout the &;

notable is, under the rapid expansion, worship the oral local business advertising illegal appear frequently, violations also exposed the bo oral hidden loopholes in management.

de-min gao admitted violations exposed the problems in the administration of advertising, and said it would strengthen staff training and seriously involved employees, & other; We judge whether expansion risk standard, is to look at the management of the existing resources can rein has the quality of the shop. Throughout the &;

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