Advantages are advantages, but surplus is surplus —— How to treat the marketing and reverse development of Mi Xue Ice City in its own crisis?

There are "you love me, I love you, honey snow and ice city are sweet"; Later, there was a "shopping for Red Star Hongxing Erke, thirsty to buy a cup of honey snow ice city" to support domestic enterprises that contributed to flood control and disaster relief. It must be said that in recent months, the marketing means of Mi Xue Bing Cheng (flood control and disaster relief are not in the scope of marketing means) have been a great success, and the cyberspace is full of brainwashed Mi Xue Bing Cheng Divine Comedy; Donated tens of millions in flood fighting and disaster relief, which made people's goodwill towards Mi Xue Ice City soar. However, with the support of the brilliant network public opinion of Mi Xue Ice City, we can't ignore its own quality and hygiene problems. What should I do between merits and demerits?

First, the problem that Mi Xue Ice City was exposed before the marketing fire. On May 14 this year, Mixue Ice City issued an apology statement on the negative events of its three stores. On the morning of May 17, Zhengzhou Municipal Market Supervision Bureau also conducted an administrative interview on the illegal activities of Mixue Ice City Co., Ltd. ... The main targets of the interview were Zhang Hongfu, the legal representative and president of Mixue Ice City Co., Ltd., as well as the main core management personnel of the company and the person in charge of Yong 'an Street Store.

The main problem of this incident is that there are food safety problems such as tampering with the shelf life of Kaifeng ingredients, using overnight tea soup, semi-finished milk slurry and so on in the stores of Mi Xue Bing Cheng Zhengzhou Yong 'an Street Store, Jinan Daguanyuan Store and Wuhan Mahu Commercial Street Store, which were exposed on the Internet.

For a long time, food safety has always been a matter of great concern to the people. After all, food is the most important thing for people. Moreover, in recent years, several large catering enterprises have repeatedly encountered food hygiene and safety problems, which have also caused certain harm to the human body and caused great dissatisfaction among the general public.

On the other hand, the main reason for such incidents is the behavior of local stores, and it is inevitable that the impact will rise to the corporate headquarters itself. However, it is not necessarily the fault of the store or the enterprise. It is true that enterprises also have unshirkable supervision and management responsibilities. For enterprises with many stores, if there is a problem in one store, all chain stores will be adversely affected, so the enterprise itself will not want to have various health and safety problems.

Second, a beautiful "Divine Comedy Marketing" in Mi Xue Ice City was exposed to food safety problems, and the main personnel of the company were interviewed. According to the conventional development, Mixue Ice City should have a period of decline, and then gradually return to normal operation through various marketing means. However, the appearance of a divine comedy "A Sweet Ice City with Honey Snow" directly suppressed this "depression period" in a very short time. I have to say that from the perspective of crisis management, this marketing is extremely successful.

It seems that singing Divine Comedy for free to customers will reduce a lot of income in the short term, but if you watch it for a long time, you will find that the long-term benefits brought by this behavior far outweigh the immediate investment. Mi Xue Bing Cheng has the courage and success.

Iii. The Role of Honey Snow Ice City in Flood Relief in Henan Province In the early days of the flood in Henan Province, Honey Snow Ice City did not officially announce the donation information in the disaster area at the first time, which also received a lot of accusations. But in fact, the headquarters of Honey Snow Ice City is in Zhengzhou, Henan Province, which itself belongs to the affected group. The company suffered a power outage and suffered heavy losses, and is "saving itself". After a short emergency treatment, Mixue Ice City immediately announced that it would donate 22 million yuan in cash to support the emergency rescue work in the disaster area.

This move won the hearts of the people.

I have to say that Mi Xue Ice City is not high-end in the milk tea industry (of course, this was before! ), its affordable price, four or five cups of lemonade, is unmatched by other "high-end" milk tea peers who often spend dozens of cups. However, Honey Snow Ice City, which earned a few dollars, donated a "high-end" milk tea enterprise that earned dozens of dollars more.

The behavior of Mi Xue Ice City is undoubtedly a model of a responsible and effective domestic enterprise under the situation that it has not completely walked out of the negative impact and its headquarters is threatened by floods.

Fourth, if the merits and demerits are not offset, the road to Mi Xue Ice City will be wider and wider. Michelle Ice City and Red Star Kerr are both worthy of praise. Its contribution is enormous and its responsibility is very positive.

It is worth mentioning that some time ago, the Internet broke out that there were bugs in the drinks that customers bought in Mi Xue Ice City, but look at what the online public opinion said at this time-"Don't talk about bugs, even if there are snakes, I will drink them!" Of course, this is a joke. The trend of public opinion shows that people's recognition of Honey Snow Ice City has reached a certain height, which is an encouragement and a spur. If bugs appear repeatedly in the future (not to mention snakes), it will definitely not work.

What Michelle Ice City has done in recent months shows that its management is really capable. In the case of health and safety problems in its stores, it is more important to deal with the problems, investigate the responsibilities, strengthen management and supervision, and drastically rectify the stores. Although we say that the behavior of its stores can't represent the company 100%, Honey Snow Ice City itself is undoubtedly responsible for supervision. Several stores in different places have problems one after another. Is there a loophole in corporate supervision?

If you are not afraid of doing something, you are afraid of doing nothing. Under the current background of popular will, Mixue Ice City should strengthen the supervision and management of its stores and strictly implement the food safety and hygiene standards, so as to retain people's hearts and not repeat the same mistakes.

Finally, I want to say a word to Michelle Ice City-Young man, your road has widened!