In the eyes of many people, KFC does not claim that its soybean milk is ground on the spot, and it seems a bit unfair to "shout". Having said that, the brand trust formed by KFC over the years and the price of KFC soybean milk have, to some extent, induced people to make the judgment of on-site grinding. It's like a gold shop selling copper bars with gold powder in their gold bars. The price, appearance and weight of the two are almost the same, and the public has no way to verify the authenticity. At this time, although there is no direct propaganda that "rotten copper is gold", citizens still buy it as gold bars. This practice, even if it is not fraud, can be called misleading. This is the core of KFC's "soybean milk door". Speaking of it, the Chinese name of KFC trademark is very good. The word "virtue" contains commercial spirit and conveys people's yearning for advanced management culture. What kind of enterprise will Yum be? In the market dictionary, it should be those enterprises with virtue. Modern enterprises, especially those that do well, have actually given up "capital is immoral" intentionally or unintentionally and embarked on the moral road early. Take KFC as an example, respect for employees, respect for consumers and corporate culture based on this are important factors for KFC's success. And this is the content of virtue. People love KFC because they feel the power of advanced corporate culture and market ethics. In this regard, KFC itself is well aware that in the market, it has always appeared as a corporate image full of social responsibility. However, the appearance of KFC's "Soymilk Gate" incident and the subsequent "Fried dough sticks Gate" have subverted KFC's image to some extent. Although, some problems in KFC are not the most serious. But people can't accept that an enterprise with responsibility and morality as its selling point can lose morality. Now, the issue of the open letter means that KFC has admitted to some extent that the previous practice is inappropriate. However, KFC has neither apologized nor expressed its position on this issue. For KFC, "Germany" should be the main component of soybean milk. Therefore, KFC should not stop at the promotion of soybean milk, but should send an open letter and an apology letter. What should be said to those consumers who vaguely drink soybean milk powder? This statement is not a direct refund. There are too many people to count and it is difficult to refund. But can KFC make a profit in a certain period of time, or take out the past soybean milk income for charity?