Hua Xizi's "crazy" crisis public relations, experts pointed out its three major mistakes

"Does anyone really measure the value of eyebrow pencil by gram weight?"

Recently, the makeup brand Hua Xizi, which was caught in the turmoil, released an unsuccessful open letter to save the image by "digging out the heart", and then released "crazy" text on social platforms, and also replied to netizens many times. This move did not win the praise of consumers, but other brands once again took advantage of the marketing success, stationery brands effectively caught this "splashing wealth".

Some insiders believe that Hua Xizi's crazy public relations is almost a disaster, and its crisis public relations made three major mistakes, wanting to play the sentiment card, and eventually returning to the cost performance of the product.

Hua Xizi "went crazy" and wanted to save the image, which backfired

With the aesthetic design of traditional oriental elements as the selling point, Hua Xizi successfully broke the circle with Li Jiaqi and became one of the fastest growing makeup brands in recent years. However, on September 9, after Li Jiaqi "overturned" in the live broadcast room, Hua Xizi fell into turmoil.

In contrast to Li Jiaqi, who quickly issued an apology after the incident, Hua Xizi did not release an open letter until September 19, saying that "there are a few heart-wrenching words I want to tell you." But the letter did not make netizens buy it, and some people described it as "saying it and not saying it". However, a large number of other domestic brands such as Bee Flower and Vitality 28 took advantage of the marketing and followed the fire.

Seeing that "digging out the nest of hearts" did not work, Hua Xizi began "crazy" marketing, released a number of boastful copywriting, and repeatedly responded to netizens in interactions. In a Weibo post, Hua Xizi used a mechanical pencil as a metaphor, suspected in response to the statement that the price of her eyebrow pencil products is higher than that of gold: "Does anyone really measure the value of eyebrow pencils with grams?" When everyone went to the stationery store to buy a pencil when they were a child, between a 2B pencil and a mechanical pencil, did you end up buying an automatic pencil because of the grammage of the refill? But why do 2B pencils cost a few cents a piece, while a mechanical pencil costs a few dollars? Why? Did you think about this when you were a child? ”

Hua Xizi posted

This attitude of reluctant netizens has further lowered the reputation of Hua Xizi, but other domestic brands have taken advantage of marketing, and the official flagship store of the stationery brand Deli released a video saying: "I, Deli Stationery, a local doll 6 years and 216 months old, but if I have an activity pencil, 10 pieces of 3 pieces, 60 replacement cores." Dare to ask Your Excellency, how to deal with it?" On the 28th, "the wealth of the sky is about to come to the stationery industry" appeared on the hot search.

Deli posted: "It is right to focus on the top domestic goods and sentiment cards, but it is not tried. On September 28, the public relations director of a large enterprise introduced to reporters that in public relations, there are indeed many successful cases of main feelings, but consumers still want to return to the product cost performance itself.

Another FMCG brand public relations director believes that Hua Xizi's round of public relations is catastrophic, perhaps they saw that the "crazy literature" posted by someone some time ago is very popular, and they also want to follow this effect. But in this crisis public relations, Hua Xizi has already failed at the beginning, consumers have a bad impression of it, and it is obviously inappropriate to "go crazy" next. As things stand, it's hard to turn the tide.

Experts point out three major mistakes in the public relations of the Hua Xizi crisis

Crisis public relations lawyer Li Guoqing introduced to reporters that the purpose of crisis public relations is to stop losses as much as possible, and Hua Xizi's crisis public relations this time not only did not play the role of stop loss, but further intensified the contradiction and shifted the spearhead of public opinion from Li Jiaqi to himself. Hua Xizi's crisis was caused by Li Jiaqi's inappropriate speech in the live broadcast, and it was Li Jiaqi who was first affected by public opinion, but Li Jiaqi and Hua Xizi's crisis public relations methods are different.

First of all, from the perspective of response speed, Li Jiaqi quickly issued an apology statement after the crisis and apologized in the live broadcast, which is in line with the speed first principle in the "5S" principle of crisis handling. Hua Xizi only responded for the first time on September 19, but by this time, the crisis of public opinion had gone through 10 days of diffusion, and the best public relations opportunity was missed.

Hua Xizi products (Source: Official Weibo)

Secondly, from the content of the statement, Li Jiaqi's statement is mainly two contents, one is an apology, the other is reflection, positively responded to the problem of inappropriate remarks, and showed sincerity and almost tears in the live broadcast, in line with the principle of sincere communication in the "5S" principle of crisis management. And Hua Xizi's open letter is mainly two contents, one is an apology, the other is publicity, and there is no mention of the price issue, which has caused dissatisfaction among netizens.

Finally, Li Jiaqi apologized and carried out a normal live broadcast, although he will definitely lose some fans, but over time, everyone will slowly forget about it. And Hua Xizi's subsequent series of "crazy" remarks will undoubtedly prolong the storm again and again, increasing the heat again and again, which can no longer even be called crisis public relations, more like actively creating a crisis.

Li Guoqing believes that Hua Xizi's public relations methods may become a negative teaching material in the field of crisis public relations, because Hua Xizi does not fully respect the public's perception, does not take into account their emotions, and does not know what the public wants to see. Successful crisis public relations, none of them are made from the perspective of enterprises, in order to deal with the crisis of public opinion, we must learn to think differently and stand on the side of the public. Because the important thing in crisis public relations is not whether the company has been wronged, but the public's perception of the company. Consumer dissatisfaction lies in the high price of Hua Xizi, so what consumers want to see is either a price reduction, or a reflection and recognition of mistakes, in short, it must not be a hard mouth, lifting the bar and yin and yang strange "madness".