J&T faced an unprecedented wave of returns, and disputes arose among employees
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The Spring Festival has ended, some people are happy and some are worried, and the workers have returned to work one after another, but I am afraid that some workers will have a hard time, such as the staff of J&T Express. During this time, the J&T Polo mailing and return boom was triggered on the Internet, and consumers said that since the J&T Polo mailing was sent, everyone refused to accept returns.
In order to avoid being unable to deliver goods, some e-commerce platform merchants directly choose other courier companies to deliver the goods. The situation is worse than imagined! Polar Rabbit saw an unprecedented wave of returns, with employees crying and fainting in the toilet. What's going on? Why did the polar rabbit end up like this? It all started with Messi.
Lionel Messi is the world footballer of the year and has many fans in China and even around the world. But in an exhibition match in Hong Kong, Messi did not play, and the problem is that Messi's physical condition is not a major problem. On the contrary, after arriving in Japan, Messi took the field. This differential treatment made fans very disappointed with Messi, and also made Messi's reputation in China plummet.
The crux of the matter is that Messi is the global spokesperson of the J&T Express brand. If the brand spokesperson wants to stay out of it, the best thing to do is to terminate the contract and draw a line with Messi to avoid any accidents.
But he never realized it"Polar Rabbit"Not only did it not terminate the contract, but it also did not satisfy netizens.
Some netizens said that if the cooperation is not terminated, the express delivery will refuse to accept the polar rabbit in the future. The response from the Polar Rabbit Post Office was:"The Earth is far away from the people who have turned over, and the Polar Rabbit will not cause any harm to it"。
This attitude has become the fuse for the best rabbit to set off a wave of counterattack, which was originally a big thing and a small thing, but now the situation has become, as long as it is the express delivery of the best rabbit, almost all netizens are turned away.
In a message with a consumer conversation**, a netizen made it clear:"This is a courier polo rabbit, don't buy it, buy it and refuse to accept it"。
More than a week has passed since Macy's in Hong Kong and the wave of returns suffered by J&T Express, but things have not yet subsided, and it seems that the situation is more serious than expected.
J&T's courier did not terminate Messi's contract, and chose the insider he didn't like very much, which undoubtedly played a bad card. Some people ridiculed that because of this wave of returns, I am afraid that the polar rabbit people at the beginning of the new year will cry and faint in the toilet. J&T Express has developed rapidly in just a few years, and has established a logistics network covering all parts of the country to provide fast, safe and reliable express delivery services.
Analyzing the performance of J&T in recent years, it can be said that it has been smooth sailing in the domestic market, relying on the low-price strategy to win the favor of many entrepreneurs, and relying on the huge logistics network established nationwide, J&T has gradually become an express delivery company comparable to the three giants of express delivery.
But water can carry a boat, can also capsize a boat, the rise and fall of the polar rabbit depends on the user, once the user is disappointed in the polar rabbit brand, the polar rabbit is easy to return to its original shape. It's one thing for Messi to deal with the anger of his fans, but it's another to resist the tide of user feedback. Since the Polar Rabbit has chosen to support Messi and oppose users, it must be prepared to bear the corresponding consequences.
The experience that Polar Rabbit has provided for other brands has also taught us a lesson: in order for a brand to grow, in addition to finding a spokesperson to act as a façade, the most important thing is to keep users and consumers in mind.
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