Case 1: Carrefour price fraud incident
Event protagonist: Carrefour
Occurrence time: 20 1 1 1 month.
Industry: retail service industry
Crisis Type: Reputation Crisis
Attention index: ★★★★★★★
Activity course:
201110 in mid-October, the economic voice program "Everyday 3 15" continuously reported that Carrefour was playing the trick of clearly marking the price, but it was charged a high price when checking out; Obviously it is a discount, but the promotion price is the same as the original price.
65438+1On October 26th, the National Development and Reform Commission disclosed that many consumers reported that "some supermarkets such as Carrefour closed their stores at low prices and charged at high prices", which maliciously harmed consumers. After verification, some supermarkets in some cities do have price fraud. Subsequently, CCTV, Xinhua News Agency, Sina.com and other most important domestic media condemned Carrefour in a continuous, large-scale and prominent position, and all kinds of media reports were overwhelming, which caused great social repercussions for a time.
In response to this incident, Carrefour issued a statement on the price tag issue, saying: "The related problems are caused by the imperfect price tag system of our company, and we are upgrading. In view of the existing problems, the company has specially strengthened the internal supervision and inspection work and inspection frequency, and will actively communicate with the local price supervision department and invite professionals from the local price inspection department to strengthen the training of relevant responsible persons and employees of our company. "
However, media surveys show that the public does not buy the above remedies. It is not easy for this foreign retail giant to save the integrity problem.
Case study:
Repeated deception of consumers and lack of sincerity when forced to apologize are two major injuries for Carrefour to cope with this crisis.
Carrefour's apology shows the arrogance of the company. Lacking sincere response, Carrefour failed to regain the support and trust of consumers in its apology after the crisis, and the public's goodwill towards the enterprise and brand was completely lost. Carrefour claimed to compensate consumers after this incident, but in fact the enforcement was not enough.
What is even more disappointing is that after the National Development and Reform Commission announced the list of supermarkets suspected of price fraud, the media conducted on-the-spot interviews with relevant stores in several cities, and still found some goods with low prices and high settlement. Even after the false preferential price incident was exposed, Carrefour stores in many parts of the country were still investigated for fraud and no improvement was made. Perfunctory consumers, the consequences will be very serious. For enterprises, honesty is the foundation. Reflecting on Carrefour's frequent crisis of trust in recent years, we can see that Carrefour has not taken a correct road of crisis public relations from crisis after crisis.
The article you read comes from "20 1 1 Inventory Analysis of Top Ten Corporate Crisis Public Relations Events in the First Half of the Year" (Lin Jingxin, Zhao Yuzhu/article).
Case 2: Kang Zhini's Li Meishu incident
Event protagonist: Kangzhi Pharmaceutical
Occurrence time: 20 1 1 February.
Industry: pharmaceutical industry
Crisis type: reputation crisis
Attention index: ★★★★★
Activity course:
20 10165438+1On October 26th, CCTV News Channel broadcasted a report on "2010 International Forum on Safe Drug Use for Children". The report said: "When nimesulide is used to reduce fever in children, cases of central nervous system and liver damage frequently occur. According to the data of China Adverse Drug Reaction Monitoring Center, Nimesulide has had thousands of adverse drug reactions and even several deaths since it was listed in China for six years. " Nimesulide seems to be melamine in children's antipyretics. This rumor and query from the 20 10 International Forum on Safe Drug Use for Children, with the help of the media, triggered a drug safety panic in China.
Two months later, the news began to spread wildly on the Internet, and was re-mentioned by the media, scrambling to report and interpret it, and pointing the finger at Kangzhi Pharmaceutical, which produces nimesulide.
By the middle and late February of 20 1 1, the media reported that many large pharmacies across the country began to remove nimesulide-containing drugs such as nimesulide granules.
In March, an anonymous top secret email named "Johnson attacked Nimesulide" appeared, which made the whole incident even more confusing. According to the email, this incident that caused appalling security panic was a conspiracy, and a multinational pharmaceutical company planned this commercial war to crowd out competitors and help its similar drugs seize market share. Subsequently, Kangzhi Pharmaceutical issued a statement saying that "some people with ulterior motives spread and unreasonably expanded the side effects of Nimesulide granules through various media, thus achieving the purpose of maliciously slandering the reputation of Ruizhiqing products". To this end, Kang Zhi claimed to have reported to the relevant departments.
Case study:
When the "Nimesulide" medication incident was heated again, this paper of Kangzhi Pharmaceutical was more like a public relations strategy to maintain its image.
Under the pressure of ruthless market reaction and the background that the pharmaceutical industry is in the initial stage of major reshuffle and reorganization, this is by no means what Kangzhi Pharmaceutical wants to see, so Kangzhi Pharmaceutical's anxiety and even anger are not incomprehensible.
However, the safety of children's medication is more concerned by the society. For the media's questioning reports, Kangzhi Pharmaceutical failed to give a clear and convincing response, but instead pointed the finger at other pharmaceutical companies. Whether this matter really involves unfair competition is another question. What we urgently need to know is whether nimesulide is suitable for children and how to ensure its safety.
The handling of the incident crisis failed to take the public and investors' eyes off the incident itself as soon as possible. Kangzhi Pharmaceutical will undoubtedly put the psychological dead end into practice and let the company enter a real dead end.
Case 3: Jin Hu Tire Quality Gate Incident.
Event protagonist: Jin Hu tire
Occurrence time: 20 1 1 March.
Industry: tire industry
Crisis type: image crisis
Attention index: ★★★★★★★
Activity course:
This year's CCTV "3? At the party of 15, the first blockbuster was thrown, and Kumho, one of the top ten tire manufacturers in the world, doped a lot in tire raw materials. In order to reduce the cost, a large number of reclaimed rubber is used instead of proportional use, which seriously affects the quality of tires and brings security risks to cars using their brand tires.
Jin Hu Tire is one of the top ten tire companies in the world. Providing matching tires for 35 models of Shanghai GM, Shanghai Volkswagen, FAW-Volkswagen, Beijing Hyundai, Dongfeng Da Yue Kia, Shenlong Automobile, FAW Car, Chery, BYD, Great Wall Motor, hafei automobile, Brilliance Automobile and other 12 automobile companies, and the domestic matching market share ranks first in the country. The special status of its industry led to the Kumho tire incident, and many car companies were dragged down by the Kumho tire incident. Kumho Tire faces a crisis of confidence.
Case study:
Although Jin Hu tire is not directly oriented to the consumer market, it has become a well-known brand after CCTV exposure. Kumho Tire's first strong debut was like this, and it was really hard. The reaction of Kumho Tire after the crisis also shows that its public relations awareness is not in place.
After being exposed, Jin Hu Tire first "refused to admit its mistake", indicating that there was no quality problem with the tire. This attitude first surprised the brand image of consumers, attracted more media attention, and finally caused more negative public opinion.
The article I read comes from "20 1 1 Inventory Analysis of Top Ten Crisis Public Relations Events of Enterprises in the First Half of the Year" (Lin Jingxin, Zhao Yuzhu/Wen).
Later, under the pressure of public opinion, Li, president of Jin Hu Tire China District, publicly issued an apology statement, denying the previous situation of "no quality problems" in order to gain the understanding of consumers. At the same time, under the pressure of AQSIQ, it embarked on a long road of free testing and recall.
However, we still have many problems to be solved, such as the scope of this incident, the crux of the problem, the protection of consumers' rights and interests and so on. Kumho still has to pay a long and heavy price for its quality defects.
Case 4: Shuanghui "Clenbuterol" Incident
Event protagonist: Shuanghui Food
Occurrence time: 20 1 1 March.
Industry: meat processing industry
Crisis Type: Reputation Crisis
Attention index: ★★★★★★★
Activity course:
Cctv 3？ 15 The report of the special program "The Truth of Bodybuilding Pigs" involved Shuanghui Group, the largest meat processing enterprise in China, in the whirlpool of "Clenbuterol". According to reports, poisonous pigs raised in Mengzhou, Henan and other places with the banned veterinary drug "Clenbuterol" flowed into Jiyuan Shuanghui, a subsidiary of Shuanghui Group. Due to its involvement in the "Clenbuterol" scandal, Jiyuan Shuanghui Company, which is currently at the center of the storm, stopped production for rectification on March 16.
The meat industry is once again questioned by consumers, and the distrust of China residents on food safety in the food industry has increased sharply. China consumers are still in full swing between domestic milk powder and foreign brand milk powder. Now, "Clenbuterol" is making a comeback, and China's meat industry has also accepted a severe survival test.
Shuanghui products were withdrawn from supermarkets in some cities on a large scale, and a series of remedial measures were taken. However, the brand reputation is hard to recover, and Shuanghui products have encountered unprecedented sales in the country.
Case study:
Although Shuanghui has carried out a series of crisis public relations, its attitude and enthusiasm in dealing with public opinion have made great progress compared with that of Sanlu in those days, and it has also actively communicated with the public, but obviously, public opinion in society has not been alleviated.
Shuanghui, as the "leader" of the national meat industry, has paid more attention to the enterprise itself many times after the incident, emphasizing how serious the incident has caused Shuanghui, but rarely mentioning the health and interests of consumers, only using "trouble" to illustrate the impact of the incident. This attitude does not consider the interests and emotions of consumers, which is definitely a taboo in dealing with crisis events.
After the crisis, Shuanghui needs to do more than just disclose the truth of the incident to the public. More importantly, it is necessary to fulfill the social responsibility undertaken by the enterprise itself, reshape the positive image of a responsible enterprise that cares about consumers' rights and interests, and regain the support and trust of consumers through practical actions that can demonstrate corporate responsibility. In fact, only by dealing with the crisis sincerely and conducting public relations with respect can the damaged brand be repaired. For Shuanghui, which is in crisis, respecting consumers is the best public relations.
Case 5: Gome's "3. 15" exposure scandal
Event protagonist: Gome
Occurrence time: 20 1 1 March.
Industry: household appliances industry
Crisis Type: Reputation Crisis
Attention index: ★★★★★★★
Activity course:
Every year, CCTV's "3. 15 party" will expose the behavior of some unscrupulous merchants. At the 20 1 1 party, CCTV focused on Gome, which has been at the forefront of media coverage since this year, mainly exposing Gome employees' use of holidays to cash in consumer gifts and cash cards. Moreover, these criminals also use the old-for-new policy of household appliances to defraud the state subsidy funds by buying old household appliances and stealing consumer identity information. This situation exists in many stores in Gome. It is understood that Gome is not the first time to use this trick.
In the early morning of March 16, Gome responded to this incident, saying that it would strictly investigate the illegal operators in various stores and compensate the consumers who caused the losses through a return visit.
On March 22nd, the spokesman of the Ministry of Commerce accused Gome of cheating its household appliances by "trade-in", and the relevant departments have cancelled the qualification of Gome's relevant stores in Tianjin to carry out trade-in business. At the same time, the Ministry of Commerce also interviewed the head of Gome's headquarters and asked Gome to conduct internal investigation, rectification and punishment.
Case study:
Gome's crisis is unusual. Enterprises not only harm consumers' rights and interests, but also are accused of "cheating the state money", which is a taboo in China's special market economy environment. After the crisis, Gome enterprises can effectively use the power of the government, which undoubtedly plays a multiplier role. In fact, among the stakeholders of enterprises, the influence of the government on enterprises is undoubtedly the greatest. The government can directly intervene in the operation of enterprises and have a great influence on the supervision behavior of enterprises, such as product quality spot check and financial verification. It is conceivable that if Gome does not thoroughly investigate the incident this time and submit a satisfactory answer to the country, it will face a more severe living environment in the future.
In addition to communication and coordination with the government and the country, Gome can adopt a "consumer-friendly" approach to regain the goodwill and trust of consumers. In the final analysis, only by winning the trust and support of consumers after the crisis, can enterprises continue to implement their own strategies and tactics at every subsequent step. In this incident, Gome experienced a crisis of credibility, and employees resorted to fraud and deceived consumers, which had a negative impact on the enterprise, reflecting a moral crisis and an institutional crisis. At this time, Gome must take certain actions to send positive information to consumers, so that consumers can believe that Gome is still a good enterprise that stands on the same front with consumers and cares about their actual interests.
Case 6: Carl Denton's "Fake Foreign Devil" Incident
Event protagonist: Carl Denton Men's Wear
Occurrence time: 20 1 1 March.
Industry: Clothing industry
Crisis type: image crisis
Attention index: ★★★★★
Activity course:
A clothing brand called "Caldenton" is said to be produced in Italy and is said to be the top men's wear brand in Europe, and its design is mainly based on Italian style. Because it is a high-end brand, the price is much higher than that of ordinary brands. Carl Denton introduced China from 1993 to 18. At present, there are hundreds of branches in China, including more than 30 airport stores.
On March 16, CCTV programs exposed the so-called Italian brand "Caldenton", which is actually a purely domestic brand. Under the guise of fake foreign brands, the asking price is often thousands or even tens of thousands of yuan, which damages the legitimate rights and interests of Chinese consumers. It is reported that Caldenton, the "top European menswear brand" that has set up counters in many domestic airports and high-end shopping malls, is actually registered only in Italy. Carl Denton is just an Italian trademark registered by individuals, an empty shell. The longest overseas registration history is only 13 years. There are no stores abroad, and Italy is only the place where brands are registered.
But since March of 18, many positive reports about Caldenton can be found on the Internet. From these reports, we can read the high-end taste and excellent quality of Caldenton brand, and also focus on the brand's reputation and influence in the industry.
Case study:
Proper public relations can make the crisis invisible, while improper public relations or inaction in the face of the crisis may destroy the enterprises accumulated over the years. Carl Denton's "fake foreign devil" incident is another hot topic of social discussion triggered by negative news. What we see is that after the crisis, Caldenton found another way, chose to stick to the taste and connotation of the brand, and continued to strengthen its brand image of "national independent innovation and self-improvement". Put a lot of brand image reports in major online media, and create a positive public opinion that is conducive to the shaping and construction of Caldenton brand image through media reports.
Case 7: Sinopec's "high-priced wine" incident
Event protagonist: Sinopec Guangdong Petroleum Branch
Occurrence time: 20 1 1 April.
Industry: petrochemical energy industry
Crisis type: image crisis
Attention index: ★★★★★★★
Event review:
On 20 1 1 April11day, a post titled "Lu Guangyu, general manager of Sinopec Guangdong Petroleum, squandered huge public funds" appeared in Tianya Forum, and four online wine purchase invoices were posted, with a total consumption of about 1.68 million yuan, which triggered discussion among netizens.
13, Guangdong branch said in an interview with the media that the purchase of high-grade wine was true, but the purchase of wine had nothing to do with Lu Guangyu. The wine was mainly used for "non-oil business" and did not explain the truth to the media. Afterwards, Sinopec set up an investigation team and went to Guangdong to investigate.
Since then, many media have reported on the "high-priced wine" incident of Sinopec. The communication pattern of "online media+traditional media" has accelerated the outward spread of the incident, making the whole crisis as fierce as the development of "nuclear crack". The media has become the focus of public opinion, and the doubts and accusations against Sinopec have become the focus of reports for a time.
On April 15, the investigation team announced the decision of Sinopec's party group: Lu Guangyu, general manager of Guangdong Branch, was suspended to cooperate with the investigation, and Xia, deputy general manager of Sinopec's refined oil sales division, temporarily presided over the work of Guangdong Branch.
On April 25th, the party group of Sinopec Group held a briefing to respond to the sky-high Moutai liquor incident. Sinopec Group decided to remove Lu Guangyu from the post of general manager of Guangdong Petroleum Branch, demoted to use, and gave Lu Guangyu economic punishment. A "high-priced wine" incident that triggered a big discussion in society has come to an end.
Case study:
The high-priced wine incident is a loss to Lu Guangyu himself and the entire corporate image; More importantly, the state-owned monopoly enterprises represented by Sinopec have a series of crisis problems in their work style, which is a major blow to the industry image of the whole state-owned enterprises. In the face of such an image crisis, every enterprise should have a clear attitude to deal with it, especially for the central enterprises like Sinopec, we should pay more attention to the prevention and handling of the crisis, and make efforts from the aspects of establishing crisis awareness, establishing coping mechanisms and fulfilling social responsibilities to alleviate the root causes of the crisis.
The article you read comes from "20 1 1 Inventory Analysis of Top Ten Corporate Crisis Public Relations Events in the First Half of the Year" (Lin Jingxin, Zhao Yuzhu/article).
Case 8: Plasticizer Incident in Taiwan Province Province
Event protagonist: Food industry in Taiwan Province Province.
Occurrence time: May 20th11
Industry: food production industry
Type of crisis: quality crisis
Attention index: ★★★★★★★
Event review:
2065438+01On May 24th, the media in Taiwan Province Province said that May 23rd was the food safety collapse day in Taiwan Province Province, and besides other food safety problems, plasticizer drinks appeared. Tens of thousands of metric tons of "carcinogenic clouding agent" flowed into more than 30 downstream manufacturers to produce various beverages and jellies, which spread to the food production and marketing fields in Taiwan Province.
The reason why the incident has aroused great concern from all sides is that the original turbidity agent is a legal food additive, which can promote food emulsification and is often used in fruit juice, beverage, jelly and yogurt powder. However, in order to reduce costs, some manufacturers use DEHP instead of turbidity agent. DEHP is an environmental hormone, which will endanger male reproductive ability and promote female precocious puberty. Taiwan Province Province has been classified as the fourth category of toxic chemicals, which should not be added to food.
On May 30th, the Ministry of Health of Taiwan Province Province said that the food related to the problem turbidity agent containing carcinogenic plasticizer DEHP had been sold to Hongkong, Chinese mainland and Southeast Asia.
In June, the mainland began to discuss the plasticizer incident in Taiwan Province Province, especially the concern of netizens on Weibo and other online platforms, which caused the mainland to panic about plasticizers. Subsequently, major traditional media also reported in real time, and the plasticizer incident became the focus of the whole society.
Case study:
Compared with crisis cases such as Sanlu tainted milk powder, the fatal weakness of the plasticizer incident in Taiwan Province Province lies in that the incident spread to the whole food industry from the beginning, and the industry leaders such as Uni-President were even more notorious, which seriously dampened the production and sales of the food industry in Taiwan Province Province.
In this incident, Taiwan Province officials and enterprises involved actively responded to the crisis, cooperated with the investigation, and disclosed relevant progress and results in time. It can be said that it is more timely in crisis management. However, we must see that crisis management must be based on product quality and industry legal supervision norms. Crisis public relations can only guide the benign development of media reports, public opinion and related events on the basis of facts, and can not avoid the serious problems of the product itself and cover up the decoration.
Case 9: Blue Moon Laundry Liquid "Fluorescent Brightener" Event
Event protagonist: Guangzhou Blue Moon Company
Occurrence time: June 20 1 1.
Industry: daily chemical industry
Crisis Type: Reputation Crisis
Attention index: ★★★★★
Event review:
On June 20th, 2065438+0/KLOC-0, Wang Hai, who is known as the "first person to crack down on counterfeit goods in China", pointed out in his personal Weibo that the blue moon laundry detergent (Bright White and Bright Ze) endorsed by Yang Lan was found to contain carcinogen fluorescent whitening agent, and issued a related test report, which aroused widespread concern from many netizens and all walks of life.
In this regard, Blue Moon Company quickly refuted it. Deng Gang, its deputy general manager, explained to the media that the national industry standard allows the addition of two types of fluorescent whitening agents in detergents, which are allowed to be used in laundry detergent in many countries. At the same time, the China Washing Products Industry Association issued a special statement on this matter, saying that the fluorescent whitening agent used in the industry standard is safe and reliable, which will not have a negative impact on the human body and the environment, and can improve and enhance the washing effect.
Since then, Blue Moon Company has published articles on its official website and official Weibo, specifically explaining the basic knowledge and usage specifications of "fluorescent whitening agent" involved in its products, and constantly emphasizing that the use of "fluorescent whitening agent" in its laundry detergent products conforms to national laws and regulations, and enterprises will not stop using it.
The article you read comes from "20 1 1 Inventory Analysis of Top Ten Corporate Crisis Public Relations Events in the First Half of the Year" (Lin Jingxin, Zhao Yuzhu/article).
Case study:
The possibility that Blue Moon Laundry Liquid may cause cancer is closely related to Weibo, and the warning given to us in crisis management is also related to the network public opinion supervision atmosphere represented by Weibo and the sensitive nerves of consumers in reality.
However, the degree of information disclosure and the effect of effective communication to the audience are still not optimistic. In the process of crisis management, it is not enough to release information in time. Enterprises should pay more attention to what kind of information consumers need and how to convey this information to consumers effectively and accurately through different platforms.
As one of the major manufacturers in the industry, Blue Moon must have a deep understanding of the hidden rules of this industry, which sometimes becomes the key point of the crisis. Therefore, it is necessary for enterprises to formally analyze the hidden rules existing in their own industries, and analyze the damage they may bring to their corporate image and integrity, so as to avoid becoming crisis bearers of their peers.
Case 10: Guo Meimei's Weibo Showing off Wealth Event
Event protagonist: China Red Cross Society.
Occurrence time: June 20 1 1.
Industry: social welfare organizations
Crisis type: reputation crisis
Attention index: ★★★★★★★
Event review:
On 2011June 2 1 day, Sina Weibo user "Guo Meimei Baby" attracted much attention from netizens. The 20-year-old girl who blew herself up "living in a big villa and driving a Maserati" was certified as "the general manager of the Chinese Red Cross Society", and netizens also speculated on her true identity. Some netizens even think that she is the daughter of Guo Changjiang, vice president of China Red Cross Society.
On the morning of June 2 1, an uncertified Weibo named "Guo Changjiang RC-" and "Guo Meimei" appeared on Sina Weibo. Weibo, whose three articles were published, attracted many netizens' saliva in less than two hours. Many netizens thought it was Guo Changjiang's Weibo, vice president of China Red Cross Society. Some netizens are still sarcastically saying that "spitting and drowning people, your daughter is too high-profile."
On June 22nd, the China Red Cross Society said that "Guo Meimei" had nothing to do with the Red Cross Society, and Sina also apologized for the mistake in real-name authentication.
On June 29, Tianya and Maopu successively deleted the original post that broke the news that Guo Meimei showed off her wealth. The Beijing police also formally filed a case against Guo Meimei. As a result, Guo Meimei and her mother were not directly related to the China Red Cross Society, and their authentication status as "Commercial General Manager of China Red Cross Society" was invented by themselves.
The final report of the police seems to have completely distanced Guo Meimei from the China Red Cross. However, the wave of public opinion has long been out of control, and the Red Cross is deeply in crisis of credibility.
Case study:
The Red Cross, which should be the most caring, has become an evil representative of extravagance and waste.
It is no accident that the credibility crisis of China Red Cross Society, Guo Meimei is undoubtedly just a fuse, detonating the latent factors accumulated for a long time. As a non-profit organization, the Red Cross has never kept its financial information confidential. The public donated money, things and love, but they never knew where their love had fallen. It can be said that the credibility crisis of China Red Cross Society is caused by its long-term opaque management and the closure of internal and external information channels, and to a certain extent, it is an open torture of China's public welfare organization system.
Judging from the spread of the crisis, Weibo has undoubtedly become the core media of this incident. Under the background of all media, SNS platforms such as Weibo have assumed the role of socially responsible media. Therefore, enterprises or industry organizations should pay more attention to the shaping of network image, on the one hand, they know how to use Weibo to publicize their good image; On the other hand, we should grasp the trend of online public opinion in real time to prevent the crisis from spreading in Weibo.