I believe that everyone has recently been shocked by the "overturn" incidents of brands such as Haitian's "Double Standard Door" and Li Ning's "Japanese Military Uniform Door".
To be fair, it is indeed a misunderstanding and injustice to say whether Haitian soy sauce contains additives with both Chinese and foreign standards and whether Li Ning's new clothing imitates the Japanese military uniforms that invaded China.
However, the related operations of Haitian and Li Ning have indeed aroused strong dissatisfaction among the domestic people, making many people indifferent to their statements that tried to speak out the facts, so that after learning the truth, instead of forgiving them, they boycotted them.
Why is this?
These two brand companies have been misunderstood and wronged. On the surface, it is mainly caused by their respective crisis public relations, which is a technical problem; but in essence, it is a problem at the conceptual level. In the face of public doubts Unable to be honest with each other and fail to think and deal with problems from the perspective of consumers.
For example, in the face of doubts from netizens, although Haitian issued three statements, it did not directly respond to everyone's most concerned issues in the statement. Instead, it blindly emphasized that it was compliant and legal, and that there were no problems with the soy sauce it produced. Unknowingly, you are pitting yourself against consumers.
How can we win the forgiveness of consumers with such an attitude?
The reason why many brands overturn is often due to a lack of integrity in treating consumers, and sometimes they even take a chance to challenge the public's IQ and bottom line.
The phenomenon mentioned above often occurs not only in high-profile industries - such as businesses swearing poisonous oaths to gain consumer trust - but also in the construction and ceramics industry that attracts less attention - but the influence is not that great.
The following is from the two aspects of specific terminal sales and macro brand marketing in the building ceramics industry.
In terms of specific terminal sales, consumer disputes caused by ceramic tile dealers' lack of integrity in treating consumers can be said to be commonplace. There is no need to cite too many cases. China Ceramics Network reporters found out on online platforms such as Black Cat Complaints The 20 consumer complaints in the past three months (see the figure below for details) are enough to illustrate the problem.
It can be seen that among these 20 complaints, 10 are directly related to integrity, and the other 10 are actually issues of integrity in the final analysis.
For ceramic tile dealers, the saying "This is pavingProblems caused by improper use are not quality problems with the tiles themselves" or "There is no problem with our tiles, you can go to relevant agencies for testing" can indeed "dissuade" many complaints, but the tiles involved in the complaints do not have quality after being tested by relevant agencies. The problem is more proof that one's operations are compliant and legal; but in doing so, it makes the same mistakes that Haitian and Li Ning made, forcing customers to be against them.
Deception, although it can temporarily deceive consumers' trust, will not deceive them forever; shirk, although it can temporarily evade responsibility and reduce expenses, will definitely damage the reputation of the business and the image of the brand in the long run.
In terms of macro brand marketing, due to the persistent "educational guidance" of ceramic tile manufacturers and the selective "blindness" of some media people, some industry lies have become popular, constantly challenging the IQ and bottom line of consumers.
For example, everyone says that their own ceramic tiles are authentic original Guangdong bricks, while other people’s ceramic tiles are all OEM or produced overseas.
The phenomenon of ceramic tile dealers telling consumers that they sell only Guangdong bricks is happening every day in various places; corresponding ceramic tile manufacturers either keep secret about their production lines that have already been deployed in other provinces, say nothing, or half-cover it. , Gu Zuoyan said that when someone says that Guangdong bricks are good, they will quickly get involved and forcefully take advantage of them. When someone says that many Guangdong bricks may not be better than foreign floor tiles, they will quickly distance themselves from the relationship and claim that their own Guangdong bricks are Bricks are the good quality part.
However, the truth of the matter is that the current ceramic tile production capacity in Guangdong only accounts for about 25% of the country's total ceramic tile production capacity, and this data should be getting lower and lower in the future.
For example, some people say that the quality of Guangdong bricks or self-produced ceramic tiles is good, and then list a long list of carefully prepared rhetoric to prove it. Others say that the times are developing and technology is advancing, no matter which place of origin or company produces it The tiles are not bad.
However, the truth of the matter is that many ceramic tile manufacturers do not hesitate to sacrifice quality in order to reduce costs and increase efficiency. Technology and categories are constantly innovating, but product quality remains unchanged, or even worse than before.
For example, functional tiles such as formaldehyde-removing tiles, quantum energy tiles, and negative ion tiles are "suddenly like a spring breeze coming overnight, and thousands of pear trees bloom", which have become a tool for countless ceramic tile brands to gain attention and traffic.
However, the truth of the matter is that there are very few ceramic tile manufacturers with invention patents and practical results for functional ceramic tiles, and most ceramic tile manufacturers are just scratching the surface.
……
Paper can never contain fire. A lie will remain a lie if repeated ten thousand times.
Such so-called marketing will only destroy the entire ceramics industry.
Only by operating with integrity in accordance with the law and treating customers sincerely can ceramic tile manufacturers and dealers continuously improve their brand image, build brand trust, form brand preferences, and win widespread recognition in the market.
Otherwise, whether it is opportunistic in specific terminal sales or macro brand marketing, it will challenge the public's IQ and bottom line.
