Enterprises Should Take Good Care Of Quality And Protect Their Own Brands

I took part in a training a few days ago. Most of them see their own employees. The author was inspired when the trainer deduced from "it is the consumer who feeds the employer" that "the consumer really supports the employee". In fact, the interests of consumers are often ignored by enterprises. A few days ago, I received a letter that claimed to be a loyal consumer of some sporting goods (brand a) for six years. The main idea is: goodbye, brand a. The author does not comment on the content and authenticity of the email. Sometimes, deep pain means continuous love. Last night, there was a little bit of "double star" in the "double star" advertising. The story is that several consumers reported that there was a problem with an elderly shoe product. Soon, double star public in the media on the product quality problems and return location for announcement. Shuangxing's attitude of exposing family ugliness and being responsible is awe inspiring. Brand management has a well-known "100-1 = 0" point of view, which means that as long as there is a product, a consumer is not satisfied, the brand will be damaged. The other 99 readers will not be satisfied! If that piece of defective product is sold to you? We know that the difficulty and cost of 100% qualified products are very high. It is not easy for quality management standards to reach 99.9%, but when this ratio (1-99.9%) is multiplied by the number of millions or even tens of millions of products per year, thousands of defective products will flow to consumers. If the enterprise does not pay the cost of improving quality because of the harshness, it must pay the cost of the loss caused by defective products to consumers. Equivalent trade is the basic principle of market economy. Enterprises should provide qualified products, which is not responsibility, but obligation. When product quality problems, what should enterprises do to maintain our brand? (1) properly handle consumer damage issues. Speed and attitude are key words in handling quality incidents. For the consumers whose material and spiritual are damaged, they are not willing to wait one more day; it is the right of the enterprise to determine whether there are objective problems in the product quality. We should carefully investigate the incident, draw the conclusion of the product quality accident, and formulate the treatment method according to the conclusion. We need a positive and friendly attitude in the whole process. When the government regards "people's interests without trivial matters" as the ruling concept, it can make the people moved; when enterprises can regard "no trivial matters of consumer interests" as the guiding concept of quality event handling, our consumers can feel the sincerity of enterprises, and the sense of responsibility and dignity of brands will be established. Only when enterprises integrate the "consumers really support employees and enterprises" into the consciousness of employees, can they actively and efficiently deal with such incidents. When there are problems in product quality, do we have a "debt" mentality? Are the results of the investigation really important? It doesn't matter. After all, there are few consumers who will cheat enterprises maliciously, and most of them give feedback when there are real quality accidents. Consumers will be held responsible for the improper use of new products and products, which will cause consumers to take responsibility for the improper use of new products and products. Do we have to deal with the problem of the product's quick disposal from the perspective of the consumers? Hurt consumers, but also hurt our brand. (2) after sales service mechanism: from the product quality accidents, we can see that brand is a systematic work of the whole staff and the whole process. Products are not finished when they are sold out. They also need after-sales service, especially for large products such as electrical appliances. The trust of after-sales often affects the next purchase of consumers. Brand is not only a matter of enterprise brand management department, but also the quality of after-sales personnel, to a large extent, affects consumers' evaluation of brands. Is there a specific product quality process for the enterprise? The enterprise that has formulated this process is not an excellent enterprise, and the enterprise that has not formulated it is the enterprise with 100% guarantee of product quality, which does not need this process. Here, the author emphasizes not how to formulate a strict accident handling process, but a mechanism. From the "input cost" point of view, it is more cost-effective to replace the products with quality for consumers. If a consumer changes the product quality for at least one year, the cost of the product will not increase by six times Loyal consumers will no longer consume, and he may affect several consumers. Enterprises should have a long-term view of the overall situation. For dealers who are more focused on short-term interests, they will not look that far. This can not completely blame the dealer, "the product is not mine, why should I pay?". The author suggests that the after-sales mechanism is that the cost is paid by the enterprise headquarters. The matters of product quality appraisal can be determined by the relevant personnel of the local office or exclusive store. After clarifying the relevant responsibilities, the headquarters of the enterprise will mail the new products to the "injured" consumers, or transfer the funds to the dealer's account to ask them to provide the same product to the consumers. Finally, the event needs to wait until the consumer's satisfaction returns to the node. (3) improvement of quality management: for China, known as the "world factory", the overall manufacturing level has been greatly improved, and the product quality is also getting better and better. For the brand enterprises with production capacity, the key and difficult point of quality management lies in the substitute factory. For the factory owned by the enterprise itself, the enterprise can realize the guarantee of product quality by means of quality awareness training, strengthening quality inspection, setting up strict quality rewards and punishments; for the substitute factory, on the one hand, it may not be its own factory, which is not easy to manage; on the other hand, there may be problems such as tight delivery time and weak quality awareness of the agent factory. Especially with the rapid development of enterprises and the rapid increase in the number of OEM factories, more attention should be paid to the quality control. The quality control of the OEM should not only stay on the strict inspection (in fact, most of the inspectors are only a small number of spot checks). The author of this paper, from the perspective of quality, suggests that the quality of the company should be guaranteed. For product quality accidents, we should impose strong "sanctions" on OEM enterprises from the perspective of economic interests. We should emphasize them repeatedly in order to deter them (we want OEM enterprises to attach importance to them, not sanction them); we should require OEM enterprises to guarantee product quality through various ways, such as increasing the number of quality inspectors and enhancing the inspection of raw materials, etc Help OEM enterprises to improve the quality management system. In addition, the author emphasizes that the quality of products should be guaranteed in the production process. The headquarters should also establish a sampling inspection mechanism for inspectors, and require the inspectors to sign relevant contracts for inspection, so as to legally restrict the behavior of employees and handle problems.