In the past two days, social media has circulated a video in which a Taiwanese female tour guide told the whole car: Master Kong had previously had a water-soil incident in Taiwan, and Taiwan was jointly boycotting Master Kong to “destroy the top†) Action, and call on mainland tourists together...
In the past two days, social media has circulated a video in which a Taiwanese female tour guide told the whole car: Master Kong had previously had a water-oil incident in Taiwan, and Taiwan was jointly boycotting Master Kong to carry out the “destruction of the top (referring to the new group). Action, and called on mainland tourists to boycott Master Kong together. This video immediately ignited on social media (Weibo, WeChat), and many social celebrities on Weibo also forwarded. For a time, the Taiwanese water-oil incident, which had already been forgotten, returned to the public eye. According to media reports, the number of people affected by the video exceeded 3 million, and the market value of Master Kong lost more than 3 billion Hong Kong dollars. In response to this video, Master Kong urgently issued a statement to clarify the facts. In the comments below the emergency statement of Master Kong, the author found that many netizens almost expressed "distrust" and "boycott". From the perspective of crisis public relations, Master Kong’s five-point statement is a masterpiece of a professional public relations company. Every one seems to be very persuasive. How can the public not buy it? It is impossible for a company of such a large scale to completely avoid the public relations crisis, if it happens in our abrasives industry? How should we deal with the abrasives industry?
The enterprise's crisis management system should be similar to the human body's immune system. If the body's immune system is weak, it will still cause frequent diseases. As a large enterprise with sales of tens of billions, Master Kong has a sound immune system--crisis management system? The most important part of the entire crisis management system is to have professional crisis management personnel. Moreover, the role of this department must not be weakened.
First of all, mainland consumers have been ruined by food safety issues. For example, in recent years, food safety problems such as Sudan red, melamine, and waste oil have been frequently exposed, resulting in consumers no longer trusting the commitment of the quality supervision department. In everyone's subconscious, Taiwan's food safety issue should be higher than that of the mainland. Now Master Kong has found problems in Taiwan. The thinking style of mainland consumers is: You can't do well in Taiwan, and you can only do worse on the mainland. In the same situation, if it appears in our abrasives industry, if there is a problem with the high-end products exported, then the customer will naturally be less assured of the low-end products of the company.
In the first article of the statement, Master Kong emphasized that the products produced and sold in mainland China do not involve Taiwan's problem oils. However, Master Kang has forgotten that consumers in mainland China have been plagued by repeated barriers to oil. Master Kong’s statement has not dispelled consumer concerns about waste oil. Consumers will instead think that since you can buy the waste oil from Vietnam, you will definitely buy the waste oil on the mainland. You are illegal in Taiwan. Why do I believe that you are law-abiding on the mainland?
Secondly, in the statement, Master Kong mentioned the General Administration of Quality Supervision, Inspection and Quarantine and the Taiwan Affairs Office of the State Council, saying that the above-mentioned departments have confirmed that Master Kong’s oil products produced in China are safe. I carefully studied the statements of the above two departments. They are very tactical that China has never imported swill oil from Vietnam's big happiness company. As for what oil is used by Master Kong, it is not qualified. These two departments did not mention it. To be honest, the position of the quality inspection department only proves that it is doing very well, so that consumers do not worry about the safety of imported oil, and there is no such thing as Master Kong. It is very risky for Master Kong to express this in a formal statement. If he offends the above-mentioned departments, the consequences are still very serious.
Third, Master Kang said that he had reported the case to the police for malicious slander on the video. According to Taiwan media reports, the results of the first trial that shocked the cross-strait water-soil case in 2014 were announced. Ye Wenxiang, the head of the strong crown, was sentenced to 20 years and fined 50 million Taiwan dollars. Master Kong used the problem oil of Qiangguan Company. In addition, Taiwan’s Changhua District Prosecutor’s Office sued Wei Yingchong, chairman of Dingxin Oil Company, for allegedly making feed oil into edible oil, suspected of tax evasion, which caused great anger among the Taiwanese people and led to the outbreak of the “top campaignâ€. At this time, Master Kang reported the case to the police, but it even aroused the rebellious sentiment of the Taiwanese people.
Fourth, Master Kong mentioned that social media spread rumors and will be held accountable for legal responsibility. This one looks very imposing, in fact it is useless, but it will be opposed to social media, causing the situation to get out of hand. From the perspective of crisis management, companies must use the words of accountability to the public with caution when issuing statements.
In the past two years, the problems of Fuxi meat products exposed by the media and the first milk of Dumex have not been caused by the crisis response. If these companies have a professional crisis management team, these problems can be avoided. Regrettably, many companies still do not learn the lesson, always take it for granted that their business is safe, and even let people who do not know how to deal with the crisis often cause huge losses to the enterprise.
We can summarize these three points from the above: 1. Do not arouse the opposition of the customer group, and properly communicate while pacifying the customer's emotions; 2. Do not evade the focus of the problem or deliberately conceal the truth, the total quality of the product. There will be a day that can be solved, but if the company's integrity goes bankrupt, reshaping integrity will be a very long process; 3. Speak with facts, don't blindly pull out the so-called "authoritative department" to endorse the company, because everyone I understand the reason, which is likely to cause a chain effect.
In short, from the Master Kong water and oil incident, we must learn from the abrasives industry: "product quality" and "enterprise integrity" is really very important.
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