Last night, I saw Zhong Sui write "I have three things with the elder Zong".
I admire it very much, Zhong Lao is worthy of his background, he is still sharp in his seventies, and his public relations writing can be called a textbook-level level, and he washed away the statement on the Internet about his "backstabbing" Wahaha in just a few words.
But it's also very embarrassing that some netizens and self-**** can make the stock price of a listed company fall endlessly, and may even destroy a domestic brand that has been in the past 30 years.
I'm not surprised at all about Nongfu Spring. Now it is becoming more and more difficult to do business, one reason is that consumer portraits are becoming more and more diverse, not only more difficult to please, but also more and more difficult to market.
You don't know what traffic a brand gets, and millions of people can pour into the live broadcast room in an instant; You don't know what kind of dung pit a brand has stepped on, and all social platforms have been shocked.
I don't know how the product is popular, and I don't know how the brand died. Singing red can instantly pick up a white card, and singing down can destroy a brand in minutes.
Rumors do not stop at the wise, but originate from the villain, scattered among the fools, and finally to the sage. Enterprises can only survive and wait for a comeback; If you don't carry it, you can only fall apart and be nailed to the pillar of shame for the rest of your life.
Good companies are consumed by rumors, and the market share released is quickly snatched away by foreign capital or other bad companies; A large number of employees were laid off and could not find jobs, the instability increased, and finally the whole society paid for the rumors.
And the food and catering sector is inherently the target of such rumors. It is a matter of personal safety, and a small rumor can instantly wipe out an enterprise, or even an industry and all upstream and downstream enterprises.
Do you remember the lotus MSG in Zhoukou, Henan?
China's first monosodium glutamate stock has been able to escape the delisting warning and the decline in performance, but it can't escape the mouths of netizens.
Around 2000, there was a sudden spread on the Internet about the delicate flavor cancer, from "thirst after eating is caused by monosodium glutamate" to "Chinese restaurants are not allowed to eat", and everyone talked about monosodium glutamate color change for a while.
MSG King Lotus suffered a heavy blow as a result, and net profit plummeted by 86 in 0271%, and by 03 years, direct profits turned into losses.
In the next ten years, Lotus tossed back and forth between losses and profits. Several large multinational companies took advantage of the gap to promote chicken essence, making chicken essence synonymous with healthy umami all of a sudden.
But friends, isn't there monosodium glutamate in chicken essence?
It's nothing more than a change of ingredient list and a new concept. There are all kinds of polyphony on the market, the main ingredients are monosodium glutamate, salt, and the innovation lies in the auxiliary materials plus some food concentrated extracts or spices.
Before the cyberbullying killed Lotus, it ushered in a turning point. In October last year, Haitian was embroiled in an additive scandal, and Chinese consumers had learned to read the ingredient list.
While denouncing technology and ruthlessness, netizens found that Lotus's ingredient list was only wheat and clean, so they immediately said that Lotus was a conscientious domestic enterprise.
Rumors can ruin a business, and traffic can also make a brand popular.
Lotus Health, whose share price has been hovering at 2 yuan per share before, began to fluctuate at the end of July last year, and the current stock price is 495 yuan shares, finally doubled.
Source: The official Weibo of Lotus Health Biotechnology has been labeled as a big hat, in addition to Lotus, there is also Jinmailang.
Japan is a strong country in instant noodles, and the first-chain technology is very mature, which the food industry knows well. In order to learn technology, Jinmailang once chose to cooperate with Nissin and accepted capital injection from Japanese companies.
But the marriage lasted for a few years before it ended, and because it was a normal business practice, it didn't make a splash.
But at the 315 party in 2022, the problem of sauerkraut in the soil pit made Jinmailang burn himself. The competing white elephant was praised by netizens for refusing Japanese capital and recruiting disabled workers, and its sales soared. Now the old news that Mai Lang has accepted Japanese capital has been picked up by the trend, and he instantly fell into ** disputes.
Jinmailang could only issue an emergency statement, saying that he had cut ties with Japanese companies in 2015, emphasizing that he was a 100% private enterprise.
The people's ** also stood up for Jinmailang and issued an article "Jinmailang: Science and Technology R&D to Lead and Help the High-quality Development of the Industry", praising Jinmailang as a model of China's private enterprises pursuing "high-quality development".
After the official end, netizens' attitudes also changed 180°, leaving a message in the live broadcast room "Domestic Jinmailang YYDS" to support domestic instant noodles.
Source: Jinmailang Food's official Weibo company will inevitably encounter a public relations crisis as it grows bigger, which is understandable.
For example, KFC encountered "mutant chicken" rumors in 2010, and Starbucks also encountered the "coffee carcinogenic" disaster in 2018.
But the biggest problem is that in the past, food companies only needed to face their own problems such as food safety, and they were worthy of their hearts to do a good job in products.
But now, enterprises need to be exquisite, not only to do a good job in products, but also to do a good job in the investigation of the nature of the assets of corporate shareholders, as well as a series of public emotional management such as the nationality of founders and people.
After all, Nongfu Spring's major shareholder, Yangshengtang, has a lot to do with Japan, and Zhong Shuzi, the son of Zhong Sui, is openly an American citizen.
Therefore, netizens directly fried the pot and poked Nongfu Spring's lung tube, saying that it was not a domestic brand, and they wanted to support Wahaha instead, forcing Zhong Lao to write a small essay to wash the floor.
In fact, no matter what the nature of the enterprise, as long as it operates in China for one day, it must pay taxes to China. But obviously, in the eyes of the people, it is not a company that is red from beginning to end, and there is a bit of a problem.
In the future, the public relations crisis will only intensify, and the fermentation speed is getting faster and faster, involving more and more aspects, from food safety to the first chain, from channels to marketing, from equity to founder portraits.
Especially now that business owners are doing IP, they feel that IP can help enterprises quickly gain popularity and increase sales. But traffic is also a double-edged sword, which can help you earn money, and it can also make you lose all your money in an instant.
The dividends given by traffic will eventually be eaten up by traffic; The consequences brought by traffic can only be eaten by the enterprises themselves.
Since you choose to become a public figure and undertake a huge amount of traffic, you must have a normal heart, be able to accept all doubts calmly, and not be arrogant or impatient, and not respond casually. And the enterprises themselves must learn to face cyberbullying, accept cyberbullying, and get used to cyberbullying.
WeChat*** Lifu Talk" (ID: Lifu Talk), Author: Lifu.