Recently, "the parties responded to the Nike public apology for discrimination" on the hot search, triggering widespread concern. "At that time, the child's eyes tears straight to beat", the party Mr. Mao said in an interview "will not go to that store again". Originally a pleasant shopping, but was abused for no reason, and even threats, his wife's neck was scratched, who put on the body, but also inevitable fire.

Retrospective things, not complicated. August 13 afternoon, Mr. Mao's family went to the Nike store to buy clothes for their children, because of their dress "not polite", encountered the clerk "unfriendly" treatment, and even the child's own choice of clothes, but also be Mr. Mao's wife went to the store and argued with both sides. Mr. Mao's wife went up to the theory, the two sides clashed.

"Can we call the police? Let the police station to deal with can?" In the live video, the Nike store clerk's answer can be described as "full of energy". Although Mr. Mao eventually accepted the Nike side of the apology, the employee involved has also left, but the matter exposed the problem can not be with the seemingly successful resolution of the matter and habit do not notice.

▲August 20, the person Mr. Mao network message screenshot.

This is a case in point, but Nike, as a well-known multinational company, has shown deficiencies in staff recruitment, management, and even education and training. Under the conditions of market economy, the concept of "customer first" has been the industry **** knowledge, especially in the service industry, connecting people's food, clothing, housing and transportation, practitioners should be more aware of this.

Beyond service skills and tactics, respect based on equality is the minimum professional quality. The Nike employees based on consumers dressed in good or bad and differentiated treatment, and even from the hands of the children to snatch the clothes were selected, the behavior of the rude, the attitude of the bad, the heart of which there is a "service" two words, more "respect" can be said.

And in the face of consumer skepticism, but also so justified, not only physical conflict with consumers, but also let the police deal with, as if they have been much aggrieved. This can not help but let people question: this Nike store clerk's superiority from where?

▲Nike store response to this matter screenshot.

In the brand economy, Nike, as a well-known brand, should be in the brand credibility and reputation on the deep cultivation, and constantly enhance the brand influence and value connotation.

And the starting point of brand value is to start from solving user needs, improve customer satisfaction, specific to each practitioner, each service, each detail, there should be enough "customer awareness".

We often criticize the "store big bully customer", often is the practitioners instead of becoming the brand value of the contributors, but instead become the value of the arrogant consumer. A company that allows its employees to have such a sense of self-importance, rather than the humility of the practitioner's mentality, the reflection may not only be the individual incident itself.

This reminds us that the concept of "customer first" is not just an empty word, nor can we rely only on employee self-awareness, companies need to be emphasized in the daily training and education of employees, and the evaluation criteria for performance assessment, incentives and safeguards system arrangements, etc., should be adjusted accordingly to internalize it in the heart and externalize it in the line.

To put it bluntly, Nike's individual employee's out-of-character behavior reflects the lack and inadequacy of corporate culture construction. The more large-scale, influential brand, the more we can not be ambiguous on this matter. After all, because of one or two individual incidents to destroy a century-old store, history is not rare, the future will not have.