Recently, McDonald's, KFC and other big-name enterprise suppliers Fuxi's "smelly meat door" incident of using spoiled and expired meat as a raw material surprised the public. Looking back from this matter, this quality gate incident has not occurred for the first time for these big chain brands, but these brands have survived after many quality problems in recent years, except for their strong anti-strike In addition to ability and high customer loyalty, another important reason is that these giant companies can handle the crisis properly and can often "turn the crisis into an opportunity" and get the public's understanding.

As a close contact product of people's daily life, household products have frequently exposed quality events in recent years, many of which are big names. Let's take a look at the public relations cases of the home furnishing industry in recent years, and we can sort out the shortcomings and progress of public relations methods of domestic furnishing enterprises.

Da Vinci Furniture Face Slapping   Emperor sanitary ware is useless

In 2011, CCTV exposed Da Vinci furniture as a "fake foreign brand", which caused an uproar in the society. Facing the scandal, Da Vinci furniture first avoided talking, and then refused to admit it. When the fact that Da Vinci furniture was faked has been made clear, it has been trying to divert public attention. First, it was called "peer framing", and it was also called "media fraud." Finch disappeared for a while. Also in 2011, Emperor Sanitary Ware broke out events such as "Foam Door", "Quality Door" and "Going to the Black List" successively. The Emperor Sanitary Ware first clarified the attitude with a firm attitude. Dafa Softtext hopes to cover up the negative news on the Internet, but unfortunately, the successive scandals have made public relations unprepared. The more high-profile the emperor denies, the more disgusted the media and consumers will be.

Da Vinci furniture blindly denied it after exposure, and could not produce evidence of innocence. Faced with the dilemma of not communicating with consumers sincerely and making the public feel only responsible blame, after the "Tear PR" farce is invalid, the attitude has changed to tough, and first an apology on Weibo followed by denial of the apology, inconsistent; In the face of the media's unresponsive attitude, either it is silent or shouting that "the media misleads the masses", without giving an effective explanation, giving up the media's opportunity of justification, it is no wonder that the media questioned and criticized Da Vinci overwhelmingly.

The strong public relations of Emperor Sanitary Ware also had little effect, and continued to shirk responsibility to the staff and even the dealers. The doubts caused by it have not subsided for a long time, and finally had to hope for the time to forget the law. However, when Emperor Sanitary Ware entered the IPO this year, the news that "the IPO may be blocked due to quality problems" was still dug out of the media from time to time. It can be seen that its public relations strategy to downplay the situation is not effective.

IKEA's "active recall" recognized

Unlike domestic home furnishing companies who fight back after being questioned, the international chain company IKEA adopts a proactive approach to the crisis. After the incident of Fuxi's "expired meat" broke out, the IKEA catering department issued a statement the next day, saying that since September 2013, Shanghai Fuxi has no longer provided any food ingredients for IKEA. Fuxi relationship.

As for IKEA's furniture products, according to incomplete statistics, since entering the Chinese market, IKEA's "recall" has been more than ten times, ranging from children's tents, wardrobes, to wall lamps and coffee pots. IKEA's approach is to actively activate the recall mechanism as soon as risks are discovered, and never avoid delays. Although frequent recalls have caused consumers to worry about IKEA's "acceptability" in China, most consumers still agree with IKEA's active response and active recall responsibility.

Attitude is the key   It is important to appease the public

When consumers question the quality of products, we often see that the attitude of international brand public relations is to pay close attention to and respond seriously, but it is not too excited and high-profile shouting. The calm and gentle attitude also makes consumers' anger easily disappear. In general, the attitude of the company after the crisis is the key. Admitting a frank attitude can win more public credit. And denial and denial will only have a counter-productive effect, thereby affecting the brand image.

Zhong Yugan, a vice president of the Marketing Research Association of China ’s higher education institutions and a senior public relations expert, said that certain home furnishing companies ’efforts to avoid the media, publish soft articles to dilute negative news, and obscure consumers are not public relations practices that affect quality or service scandal Very bad. "In the previous era, you could fool some people by doing this. In the Internet era, this approach is equivalent to suicide." He suggested that when negative news is exposed, you should first find out the truth to judge whether it is clarification or apology. Instead of blindly denying. "If you say more, you will become a" wolf. "If you are really wrong, then the public's trust in you will be greatly reduced. When you have checked the facts, it is correct to try to appease the public's emotions. practice."

And today's information development is destined to be difficult to repair once the company's brand image is damaged. Zhong Yugan explained the case that the Chinese dairy industry has not recovered its vitality after the melamine incident. "Some companies think that things will go with the incident, and the masses will forget the mistakes you made. In fact, it is difficult to rebuild trust after it is broken. Once something similar that touches the nerves of the public happens, you will be overturned immediately. Old account. So the restoration of the image is very difficult. " Therefore, the best way is not to form a negative stereotype, otherwise it will take a long time to break this impression, and the average company cannot afford it.

Editor in charge: GO Jiaju CC

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