Da Vinci Incident Verifies That Chinese Shoe Enterprises Are In Danger Of Crisis.

July 18th hearing at present, "Da Vinci fraud incident" in

At present, when people talk about "Da Vinci", where will the front line expand? What is most important is the brand. The media survey found that a considerable proportion of the furniture sold by Da Vinci was not produced in Italy, but Dongguan in Guangdong. The raw materials used were not claimed as valuable solid wood but high polymer resin materials, and even some consumers purchased Da Vinci furniture were tested as substandard products.

Is there a similar problem in other industries? "Brand" may not be so reliable in the minds of consumers.

Notice that a crisis may have come!

We might as well make a few analysis.

The reason why "brand" products can be sold at a high price is mainly because consumers want to spend money on reassurance and quality.

If there is doubt about the quality and credibility of the brand, is the consumer willing to spend the money? Should the various industries and enterprises make corresponding crisis public relations handling? How should enterprises face crisis public relations and formulate what kind of crisis public relations strategy?

Each enterprise's crisis public relations case is different.

There are many problems reflected in "Da Vinci".

"Thousands of miles of levees collapse in the nest", speed is the first principle in crisis public relations.

There is a crack in the embankment. It is very simple to repair at once. If the speed is slow, the dam break can happen in dozens of minutes.

When a shoe company is in crisis, just like a crack on a dam, it can avoid a lot of losses immediately. However, because of seemingly small problems, no attention or lack of experience in crisis management has been missed, and the best time to deal with it has been missed, resulting in the continuous expansion and spread of events.

When people are questioning Nike, Nike can teach you how to distinguish the authenticity of products, so that consumers will not misunderstand Nike brand.

This is a key point in dealing with crisis public relations: communication, communication and elimination of all misunderstandings.

In terms of the impact of "Da Vinci fraud" on "brand", "brand" is faced with suspicion instead of censure. Shoes Companies can make a inventory of their products and wash the market's misunderstanding of brands by means of the three party platform, such as quality inspection departments.

If we find any problems in the process, we can solve the problem at the first time, find out the root cause of the problem, sincerely apologize to the consumers, handle the compensation and other matters well, and do well in the prevention work to ensure that the brand reputation is not affected.

To sum up, all enterprises should learn from the lesson of "Da Vinci's fraud". Only when they deal with crisis public relations quickly at the time of the incident, do all they can to eliminate doubts in the minds of consumers, so that brand reputation can be threatened to the minimum extent under this crisis.

Of course, enterprises should do a good job in brand building, from every aspect of commodity production to customer service, be careful to protect the brand's growth.