Once upon a time, Messi was a legend in the football world in the hearts of Chinese fans. His elegant curve ball and his never-extinguishing desire to score goals always make people's hearts surge. However, the good times did not last long, and a seemingly unintentional move caused Messi to fall from the altar, and the enthusiasm of Chinese fans for him also cooled. What's even more ironic is that this turmoil, which started with Messi, eventually evolved into a "siege" of another company.
It all started when Messi refused to appear in a friendly match in China. Perhaps, in his view, this is just one part of the business process. However, for many Chinese fans, this is undoubtedly a kind of contempt and disdain for them. A once revered idol is in a difficult situation in an instant.
Angry Chinese fans quickly organized action. J&T Express, which has a business partnership with Messi, soon became the first victim. The slogan of "rejecting J&T" spread rapidly on the Internet, and J&T suddenly became the target of public criticism and endured an unprecedented "siege".
The first is the all-out blow to the express delivery business. The slogan "Don't install J&T" can be seen everywhere, and J&T's couriers are often turned away. Some even had to change into ordinary clothes to work, not daring to wear the company's **, trying to avoid trouble. J&T's express delivery volume plummeted and fell into an unprecedented trough.
Then came the disaster of social accounts. A large number of angry fans left messages of "reject J&T" under J&T's official account, and even hung up national flag posters and other things, and J&T's image plummeted. Despite multiple appeals and regaining control of the account, the situation remains dire.
In the end, ** also made a ruthless ruling on J&T. In the case of both the express delivery business and social image frustrated, J&T's share price responded, and its market value evaporated by nearly 15 billion yuan.
At this time, the polar rabbit was like sitting on pins and needles, and it was a mess. Although the turmoil originated with Messi, it eventually pushed J&T to the forefront. The problems exposed in this incident are worth pondering. First of all, in this era of high attention to corporate image, the public's sense of identity with the enterprise is crucial, which often determines the fate of the enterprise.
Second, in the information age, companies can no longer treat PR crises in the traditional way. Heavy-handed tactics will only provoke a bigger **. On the contrary, one should learn to maintain open communication with the public, explain the situation, show attitude, and maintain sincerity in order to effectively alleviate the crisis.
Finally, as individuals, we must also remain rational and not follow the trend easily. In the face of complex situations, it is difficult to simply judge right from wrong. If you blindly follow the trend, you are likely to be implicated yourself. Therefore, it is important to understand the whole picture before making a decision.
This incident has caused harm to many innocent people. We can't act too aggressively on the spur of the moment, which will only make the situation worse. Instead, we should remain calm, rational, and tolerant. Only in this way can we create a harmonious and beautiful tomorrow together.
It's time to rethink the way we approach public events, isn't it?
In today's era of high concern about corporate image and the public, how do you think companies should deal with similar PR crises? As a consumer, how would you feel about such an event?