People sit at home, and pots come from heaven. Perhaps it is the current embarrassment of Zhong, the richest man in China and chairman of Nongfu Spring.
Yesterday (March 3), the official *** of "Nongfu Spring" released "Zhong Sui: I and the Sect Lao Er, Three Things", and the number of reads quickly broke 100,000+, causing widespread heated discussions among netizens.
The reason is that after the death of the elder Zong, part of it was to enrich the content of the article, mentioning some of the origins of the chairman of Nongfu Spring, Zhong Sui, and the elder Zong. According to online rumors, Zhong Sui was once the best businessman in Wahaha, and later established Nongfu Spring, and became a competitor with Zong Lao for decades.
As a result, the online version became more and more evil, and after some netizens added oil and vinegar, the online version was "upgraded and iterated" many times. As a result, in the verbal criticism of netizens, Zhong Sui became the character of "the first entrepreneurial income came from Wahaha", "was expelled for rushing goods", "betrayed the elder", and "ungrateful".
Whether it is taking into account the reputation of Zhong Sui himself, or the brand image of Nongfu Spring behind it, someone can't help but come out to respond in the end.
Zhou Li, vice president of Nongfu Spring, responded in the circle of friends
It is understood that after the death of Zong Lao, Zhong Sui once mourned at the Wahaha Xiasha Base and expressed his condolences to Zong Fuli and Shi Youzhen. Regarding the online rumor**, he himself has not responded directly.
Unexpectedly, the first to respond at this time was Dr. Zhou Li, vice president of Nongfu Spring. Zhou Li said that Mr. Zong Qinghou was the first seven today, and perhaps the old man Jiuquan did not expect that his death would be used by some so-called "melon-eating masses" to attack another company in the same city, and become a hot spot. The two companies are in the same city, and although there was competition in the early years, even against Bo Gonggong, it was still fair and honest competition under the legal framework.
Soon, the vice president of Nongfu Spring responded to praise Wahaha and stepped on Nongfu Spring, which became a hot search topic, but netizens didn't seem to buy it.
The following is the content of Zhou Li's circle of friends:
Mr. Zong Qinghou is the first seven today, and maybe the old man Jiuquan did not expect that his death would be used by some so-called "melon-eating masses" to attack another company in the same city, and become a hot spot. The two companies are in the same city, although there was competition in the early years, and even went to court, it was still fair and honest competition under the legal framework.
After 2000, due to the difference in product structure and market positioning, the competition with Wahaha has not been discussed in the business topic of farmers, and in 2013, when farmers and *** hard standards, there were also people who went to instigate in front of Zongzong, Zongzong said "that someone is deliberately engaging in farmers" to show his attitude. On the second day of the Spring Festival in 2014, I also went with Mr. Zhong to visit Mr. Zong, who had started to work, and at that time I also sighed that Mr. Zong's diligence was unmatched.
At the beginning of February this year, when I heard that Mr. Zong was admitted to the hospital, Boss Zhong's first reaction was "I'm going to visit him", but it was because the situation was not allowed to visit him at that time.
At noon on the 27th, I went to the Wahaha Xiasha base with Mr. Zhong to offer condolences, and Mr. Zhong expressed his condolences to Zong Fuli and Shi Youzhen, and also mentioned to Shi Youzhen that he had been to her house that year. On the way back, Mr. Zhong also recalled that Wahaha had just acquired the Hangzhou Canning Factory, and he asked people to buy samples of six cans of eight-treasure porridge from Singapore, and suggested that Mr. Zong use the equipment of the canning factory to produce eight-treasure porridge. At 10 o'clock on the 28th, Mr. Zong sent condolences on the Internet, and said to the employees, "Mr. Zong Qinghou and I are mutual achievements, and we are also teachers and friends".
Zhejiang businessmen do not have a scene of eating and drinking together, but in fact, they can help each other in case of trouble, in 2013, when the farmer and *** debated, Mr. Lu Guanqiu and Mr. Song Weiping have written to support.
Zongzong drove the crane immortal away, went to mourn, and it was the basic etiquette to send wreaths, and there was nothing worth arguing about. It is unbelievable that some people do not know what kind of interests are driven or what kind of dark psychology they are afraid to use this topic to continue to hype up and evolve into personal attacks.
had been silent before, and I really didn't want to discuss this matter during Mr. Zong Qinghou's funeral.
Zhong clarified the second and third things with the elder of the sect
Dr. Zhou Li, vice president of Nongfu Spring, did not seem to buy it at all, but felt a little "adding fuel to the fire", and more netizens joined the debate.
At this time, Zhong Sui could no longer remain silent, so he could only fight hard.
On March 3, "Nongfu Spring"** released "Zhong Sui: Two or Three Things Between Me and the Elder Zong". The article said, "Today is the first day after the "first seven" of the sect elder ". Zong Lao has always been an entrepreneur I respect. He and I were mentors and friends, and of course, competitors to each other. "
Zhong mentioned that before Zong Qinghou died, he wanted to visit the failed trip, and after Zong Qinghou's death, he went to the mourning hall to bow and pay respects, lay wreaths, and express condolences to the family of Zong Qinghou. "I never thought that there would be a lot of slander against me and Nongfu Spring on the Internet, which was by no means what Elder Zong was happy to see. As a party who was accidentally involved in the whirlpool of events, it is necessary for me to make a clarification by borrowing a few reminiscent past events from the time of Zong Lao's life. ”
In the article, Zhong recalls his entrepreneurial experience, his experience working at Wahaha, and the differences between his philosophy and Zong Qinghou's after founding Nongfu Spring and related lawsuits.
Although the two sides have had a dispute over natural water and pure water, they have shaken hands and made peace. "My respect for the entrepreneurial spirit of the elder has never wavered. I have always said on various occasions that Zong Lao is a representative of entrepreneurs that I respect. Zhong said.
He said that the cloth business was the first pot of gold he earned from starting a business, not the rumor on the Internet that "the first entrepreneurial income came from Wahaha". He said that he had never received a salary in Wahaha, let alone been fired for rushing goods.
Zhong said that he also hoped that while the majority of netizens expressed their remembrance of the patriarch, they would not be led by individual self-leaders or big Vs.
Why don't netizens buy it?
Reading this, the beginning and end of the incident are already clear. But here's a question worth thinking about: Why don't netizens buy it, but the more noisy it is, the more fierce it becomes?
In fact, after the death of Zong Lao, it was also mentioned in the online story that Alibaba founder Ma Yun had some connections with Zong Lao. It is rumored on the Internet that the elder of the sect once publicly "scolded" Ma Yun, and then shook hands and made peace.
With that, Ma Yun sent a couplet for the elder of the sect: "It's not too late to fight forty times in life, the spirit of a pioneer; Entrepreneurship is difficult to seek innovation all night, and the true character of entrepreneurs. In the end, a story of grievances between Ma Yun and the elder of the sect turned into a good story.
But what is the reason that the story of Zhong Sui and the elder of the sect is moving towards the direction of "public relations crisis"?
Whether it is a hot search or brand public relations, it is essentially a communication problem. Let's use communication to interpret this event.
As a respected entrepreneur of the older generation, Zong Lao's sudden death made many people cry. In addition to business tycoons, there are retired employees of canneries, as well as post-90s, taxi drivers, and ordinary citizens who grew up drinking Wahaha, ......
These emotions fermented into the online world, which can be summed up in one word as "pain", distressing the diligence and suffering of the elder during his lifetime, and distressing the early death of the elder Zong. Netizens who like Zong Lao, their ** actions belong to "distress communication".
Professor Zou Zhendong, the author of "Weak Communication", once said that the success of all communication depends on the success of communication. All failures of communication are failures that care about transmission.
Professor Zou Zhendong believes that the first characteristic of caring about communication is "spreading a little bit too hard". If you have a sick person calling 120, even if the ambulance comes like an airplane, you will still be too slow. Rescue is like a treat, always use a little too much force, not just right.
After the death of Zong Lao, Zhong Sui once mourned at the Wahaha Xiasha base, but his actions were too low-key, netizens did not know, and he did not use enough force. Compared with it, Ma Yun's elegiac coupling is more powerful and has also been recognized by netizens.
Secondly, don't be reasonable, because ** is unreasonable. It is for guidance, not for teaching.
Dr. Zhou Li, vice president of Nongfu Spring, posted in his circle of friends, which belongs to "blaster-style communication", overturning a boatload of people with one rod. Netizens will ask: Who are you talking about who is driven by interests or what kind of shady psychology? may turn many passers-by into their own enemies.
This can be understood why Dr. Zhou Li, vice president of Nongfu Spring, posted an article in the circle of friends, which not only did not win the understanding and recognition of netizens, but pushed ** to a new wave of climax.
* The most important function is not to fight enemies, but to win friends. The easiest way to evaluate the effectiveness of an event or response is to see if you have more or fewer friends and enemies.
Subsequently, Zhong Sui's post was decent, intended to "explain" and "make a big thing small", and once again criticized part of the self-**, which is still a bit lacking.
Professor Zou Zhendong also mentioned that ** can be turned into a big thing, but **'s statement must not be a big thing into a small one. It is a compensation mechanism, the smaller the problem is said, the more you feel that you don't pay attention to it, and he will use a stronger expression to make you feel pain is not a trivial matter (such as stronger smear and criticism). On the contrary, if the person concerned makes the problem too serious, it will in turn comfort you, but it is not that serious.
In the end, no matter what the incident is, it is more about the emotions of countless people, and these emotions will be alluded to behind the parties, and some of the negative emotions will also be vented to some innocent individuals and companies.
* Won't disappear, only hibernates. Understanding the emotional nature of netizens and understanding some communication theories may help you survive the so-called "public relations crisis".
Attached: The original text of "Zhong Sui: Two and Three Things with the Elder Zong".
Today is the first day after the "first seven" of the sect elder. Zong Lao has always been an entrepreneur I respect. He and I were mentors and friends, and of course, competitors to each other. Some time ago, when I learned that Zong Lao was seriously ill, I immediately asked someone to ask for a visit, but at that time, it was inconvenient for Zong Lao to see guests, so I regretted that I could not make the trip. After the death of the patriarch, I went to the mourning hall to pay my respects, lay wreaths, and express my condolences to the family of the patriarch.
Zong Lao hated online violence during his lifetime. "I never thought that there would be a lot of slander against me and Nongfu Spring on the Internet, which was by no means what Elder Zong was happy to see. As a party who was accidentally involved in the whirlpool of events, it is necessary for me to make a clarification by borrowing a few reminiscent past events from the time of Zong Lao's life.
In February 1988, I officially resigned from my job as a reporter for "Zhejiang **" and went to the sea to do business. I've run a newspaper and grown mushrooms, but I haven't succeeded. However, during the start-up period in Hainan, I found that around 1990, Hainan real estate was just emerging, and Hainan did not have the capacity to process curtain fabrics. Therefore, I set up Dacheng Curtain Company in Hainan to ship the curtain fabrics produced in Hangzhou to Hainan for sale, and gradually developed the curtain business to Wangfujing and Lufthansa Department Store in Beijing. Therefore, the cloth business is the first pot of gold I earned from starting a business, not the rumor on the Internet that "the first entrepreneurial income comes from Wahaha".
In 1991, after being introduced by a former colleague, I had the honor to visit Zong Lao at the Wahaha headquarters in Qingtai Street, Hangzhou. After that, Elder Zong invited me to visit the cannery he had just acquired, which was a large state-owned factory with more than 2,200 people. I saw that the professional canned food production equipment was idle, so I remembered the canned eight-treasure porridge that was popular in some parts of Southeast Asia at that time, and I told Zong Lao about this idea. Later, I asked my cousin to bring back six cans of local eight-treasure congee products from Singapore and deliver them to Zong's home.
Zong Lao was very happy and felt that my suggestion had a market, and then invested in R&D and developed and produced the well-known Wahaha Nutritional Eight Treasure Porridge, and proposed that I set up Wahaha offices in Guangxi and Hainan to sell Wahaha Children's Nutrition Oral Liquid. I gladly agreed. Unfortunately, at that time, the consumer demand in Hainan and Guangxi markets did not meet expectations, and it was difficult for me to sell products all over the market. Later, several trading companies came to Hainan to ask me to buy goods, and I was able to clear the purchases. Later, I learned that there is a market for children's nutritional oral liquid in Guangdong.
Many years later, at a sales meeting of Nongfu Spring, I joked that Wahaha, which we didn't sell in Hainan back then, was probably sold to Guangdong, and if it were put to now, it would be recognized as a rush to the market. Unexpectedly, a casual joke at the time has now become my "ungrateful" crime. I have never received a salary in Wahaha, let alone been fired for rushing goods.
In the early stage of the development of the market economy, all kinds of management were very extensive, and the modern sales concepts of channel management and rushing goods were impossible to talk about at that time. It is ironic to look at the problems of the past from the perspective of the present.
After 2000, the dispute between natural water and pure water was boiling, and as the two "protagonists" of the dispute, Wahaha and Nongfu Spring clarified their respective positions and product propositions in the dispute, and both achieved certain results in the follow-up. After that, we had lawsuits against each other, but in the end, Elder Zong and I shook hands and made peace in the presence of the main leaders of Hangzhou at that time. To this day, I still insist that the minerals in water are essential for human health, which is why I insist on producing natural water. However, my respect for the entrepreneurial spirit of the elder has never wavered. I have always said on various occasions that Zong Lao is a representative of entrepreneurs that I respect.
The above two or three things with the elder of the sect, thinking about it today, are not only a small story worth remembering, but also a lot of spiritual wealth. I also hope that while the majority of netizens express their remembrance of the elders, they will not be led by individual self-leaders or big Vs. Whether Wahaha or Nongfu Spring, they always adhere to the same thing: to produce good products for the people.
Once again, I express my thoughts about the patriarch!
Zhong is slight. March 3, 2024.
in Hangzhou. The author of this article is a dark horse, an entrepreneur and original. If you need to **please contact WeChat***ID: iheima) for authorization, without authorization, **must be investigated. ］