1. After the Sanlu milk powder incident, the national dairy industry fell into an unprecedented crisis of survival. How to carry out effective crisis public relations is a difficult problem that needs to be solved urgently in front of every dairy production enterprise, especially the leaders of large enterprises.
Niu Gensheng, the chairman of Mengniu Group, who has always been known as a capable manager, responded most quickly. His speech at the Mengniu General Assembly on September 17 immediately appeared on his blog. He said, "Yesterday was the most shameful day for the dairy industry." It means that "big brands should bear great responsibility" and ensure that they should be responsible for consumers, dairy farmers, investors and distributors. For the time being, regardless of whether this statement is entirely from Niu Gensheng himself or from his think tank, this article is indeed timely and effective for Mengniu's crisis public relations, and the planning of the copy is also remarkable. Because at that time, any statement to defend yourself was invalid, but it would arouse people's disgust. Facts speak louder than words. Therefore, Niu Gensheng knows how to win people's sympathy and understanding for him and the Mengniu Group he represents, with the tragic image of "I will go to hell if I don't go there" and the moral image of "I have a responsibility for the rise and fall of the world". Indeed, as the leader of a large group, you have a great responsibility, because many people will eat with you. If you don't do well, it will affect many people's jobs and the livelihood of many families. The so-called entrepreneurs who only care about their own self-interest and don't ask about the welfare of their employees are by no means an example that this society should set.
Niu Gensheng really understands the psychology of China people. Our consumers are probably the easiest to talk to in the world. In the 1980s and 1990s, we were so stupid that we didn't even know how to bargain. Now, besides knowing how to bargain with those dishonest businesses, let's take a look at the 3.15 party, where we were outraged and generally wouldn't have any excessive behavior if we were slightly hurt! Now that people have said everything to this point, they have to forgive people and forgive them, so let him go!
Then, Mengniu Group adopted a series of crisis public relations measures to try to resolve the crisis that concerns the survival of the enterprise.
Some people think that after the incident, those problem dairy producers should carry out promotional activities through price reduction and other means to thank consumers for their continued support, but they also know that the price increase after price reduction may cause consumers to resent again, so most of them adopt the strategy of buy one get one free. Mengniu has played the banner of "saving thousands of innocent dairy farmers" in the promotion activities of buy one get one free, which makes people feel that not buying its products is ignoring the interests of thousands of innocent dairy farmers and will trap themselves in an unjust situation, while Mengniu seems to have nothing to do with it. Why not say that Mengniu is actually saving itself? Why can't Mengniu use actions to apologize to consumers?
1 1 At the beginning of the month, Niu Gensheng published a "Wan Yan Shu", hoping to resolve the stock market crisis. In the "Wan Yan Shu", he not only claimed that he had unwittingly joined melamine, but also made a comprehensive summary, analysis and defense of the dairy industry incident that caused melamine. His understanding even went deep into the sociological level: "Three! It broke the chain of trust between people and made people start to look at the world upside down overnight. " However, as soon as his "Wan Yan Shu" was published, it immediately aroused some people's criticism, and it was like a wall falling down and everyone pushing it, especially the "national card" played by Niu Gensheng was not recognized by some people. As the saying goes, if you talk too much, you will lose. Brand enterprises such as Guangming and Yili don't talk too much, but you talk too much in Niu Gensheng!
Mengniu Group was among them, which was really unexpected. Not only is Niu Gensheng famous, but what he said in the past is still ringing in my ears. There must be some scholars with unusual level in his team, who know how to shape the brand image of the enterprise through the construction and promotion of corporate culture. Gensheng brand management famous sayings have even been presented to some enterprises and institutions in the management collection, some of which are posted on the wall and some are photocopied into volumes. Here, I might as well copy a few paragraphs: "My mother taught me two sentences that I will never forget: if you want to know, make it upside down; Losing money is a blessing, and taking advantage is a curse. " "a small victory depends on wisdom, and a big victory depends on virtue." "emit your own light, but don't blow out other people's lights." "We have four words in the business philosophy, and 98% of the business is people's heart; 98% of the brand is culture; 98% of contradictions come from misunderstanding; Ninety-eight percent of resources depend on integration. "
It is true that there are times when "doing well is better than saying well", but at the critical moment, "saying well is better than doing well".
Recently, Mengniu's "Milk Safety Project" was launched in an all-round way, and 10,000 "security inspectors" were openly recruited from all over the country to accept the public supervision of consumers, and consumers were invited to witness Mengniu's transparent production base on the spot. This is another measure of Mengniu crisis public relations, but how effective it is, people still have to wait and see.
The "Sanlu milk powder" incident and the "global financial tsunami" are really enough to make dairy production enterprises nervous. It is not easy for everyone to get out these days, and China people still have to drink ethnic milk. However, entrepreneurs in China really need to make up lessons on business ethics. Such a thing as "Sanlu milk powder" must never happen again. No matter who it is, if it happens again, it will be unforgivable.
I hope it will help the landlord.