Niu Gensheng, chairman of Mengniu Group, who has always been famous for his strong management ability, responded most quickly. His speech at the Mengniu conference on September 17 immediately appeared on his blog. He said, "Yesterday was the most shameful day for the dairy industry." It means "big brands should bear great responsibility" and ensure that they are responsible to consumers, dairy farmers, investors and distributors. For the time being, whether this statement comes 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 copywriting is also remarkable. Because at that time, any statement to defend yourself was invalid, but it would arouse people's disgust. Facts speak plainer 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" and the moral image of "I am responsible 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. Maybe it will affect the work of many people and the livelihood of many families. Those so-called entrepreneurs who only care about their own self-interest and don't ask about the welfare of 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 people to talk to in the world. In the 1980s and 1990s, we didn't know how to make a counter-offer. Now, besides knowing how to bargain with those dishonest merchants, look at the 3. 15 party, filled with indignation. Generally, we don't have any excessive behavior when we are slightly injured! Since people have come to this point, they still have to forgive, forgive, then let him go!
Then, Mengniu Group adopted a series of crisis public relations measures, trying to resolve this crisis that is related to the life and death of the enterprise.
Some people think that after the incident, those problem dairy producers should carry out promotional activities through price reduction 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 buying one and getting one free. Mengniu played the banner of "saving the innocent dairy farmers in Qian Qian" in the promotion activities of buy one get one free, which made people feel that not buying its products is ignoring the interests of the innocent dairy farmers in Qian Qian and will trap themselves in an unfair situation, but Mengniu seems to have nothing to do with it. Why not say that Mengniu is actually saving itself? Why can't Mengniu apologize to consumers with actions?
165438+1At the beginning of October, Niu Gensheng published an article "Wan Yan Shu", hoping to resolve the stock market crisis. In Wan Yan Shu, he not only claimed that melamine was added unwittingly, but also made a comprehensive summary, analysis and defense of the dairy events that led to melamine. His understanding even goes deep into the sociological level: "melamine". It broke the trust chain between people and made people look at the world upside down overnight. "However, as soon as his book Wan Yan Shu was published, it immediately aroused some people's criticism, like a wall falling down, and everyone pushed it, especially Niu Gensheng's' national card' which was not recognized by some people. As the saying goes, if you talk too much, you will lose. Don't talk too much about brands such as Guangming and Yili, but you talk too much about Niu Gensheng!
Mengniu group is among them, which is really unexpected. Not only is Niu Gensheng famous, but what he said in those days still rings in my ears. There must be some extraordinary scholars in his team who know how to shape the brand image of the enterprise through the construction and promotion of corporate culture. Gensheng's famous brand management words have even been presented to some enterprises and institutions in the management anthology, some of which are posted on the wall and some are photocopied. Here, I might as well copy a few paragraphs: "My mother taught me two sentences, which I will never forget: if you want to know, just turn 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." "shine your own light, but don't blow out other people's light." "We have four words in our business philosophy, and 98% of our business is people's heart; 98% of the brand is culture; 98% of the contradictions come from misunderstanding; Ninety-eight percent of resources depend on integration. "
It is true that there are times when "it is better to speak well than to do well", but at the critical moment, "it is better to speak well than to do well".
Recently, Mengniu's "Milk Safety Project" was launched in an all-round way. It openly recruited 1 10,000 "safety inspectors" for the whole country, accepted the public supervision of consumers, and invited consumers to witness Mengniu's transparent production base on the spot. This is another measure of Mengniu crisis public relations, but the effect remains to be seen.
"Sanlu milk powder" incident and "global financial tsunami" are really enough to make dairy producers nervous. It's hard for everyone to get out these days, and China people still have to drink ethnic milk. However, entrepreneurs in China really need to take up business ethics courses. "Sanlu milk powder" can never happen again. No matter who it is, it will be unforgivable if it happens again.