When employees wash their feet in the workshop, do you still dare to eat their products?
Laotan sauerkraut instant noodles: This question is out of line, I'll withdraw it first......
Recently, photos of suspected Moutai employees washing their feet suddenly leaked on the Internet.
In the picture, a group of female employees wearing work clothes in the Moutai workshop sit on a small wooden bench, and at their feet are foot-washing buckets with flower petals in the buckets, as if they are ready to wash their feet together.
As the topic became more and more popular, photos of stepping on koji also flowed on the Internet.
is different from the big man who stomps on Laotan sauerkraut, Moutai is a group of young women stepping on it, but most netizens still can't accept it, and some even say that they don't dare to drink Moutai.
We can also understand the mentality of netizens, after all, anything with a little foot smell will always make people resist and have a disgusting reaction, not to mention a product that goes directly into the mouth.
But in fact, stepping on music with bare feet is a traditional brewing technique, and "stepping on your feet" is also one of the highlights of Moutai's publicity, and even a promotional video was specially filmed for it.
As early as a few years ago, Moutai launched the documentary "The Taste of the World", which mainly focused on the production of Moutai and the promotion of wine culture.
In the first episode, Moutai shows the first step in making liquor - stepping on the koji.
In the picture, a female employee with a light posture jumps on the koji, like an elegant stepping dance.
Regarding the selection of young female workers, Moutai also explained.
It said that young girls are lighter in weight and have better physical strength, and can step on high-quality koji that is tight on the outside and loose on the inside, while the machine cannot form such a texture, which shows the brand's quality requirements for koji, and also dispels rumors that the brand objectifies women.
It can be said that Moutai does not have any intention of covering up the "girl stepping on the song with bare feet", but spreads it generously as an important part of traditional craft culture.
In addition, Moutai also said that employees will go through multiple cleaning and disinfection processes before stepping on the song, and use flower petals to enhance the fragrance to ensure hygiene and safety.
It seems that the photo at the beginning is really a portrayal of the employee's work.
In summary, although it is also "stepping on the feet", Moutai's "stepping on" is in the front, used as a fermentation material, and there are related links for sterilization, while the "stepping" of Laotan sauerkraut is behind, the sanitary environment is dirty, and there is direct contact with food, and some workers even step on sauerkraut barefoot while smoking.
For the sudden outflow of "footwashing photos", Moutai relied on forward-looking perspectives and preparatory public relations to make the crisis self-defeating.
This also provides a public relations template paradigm for many brands, and in the face of sensitive topics that are easy to cause public controversy, brands first need to have a comprehensive understanding and professional interpretation of relevant practices.
On the one hand, it can make the public have a clearer and deeper understanding of the brand, and on the other hand, it can also eliminate the negative impact of the brand as much as possible and ensure the brand reputation.
Laotan sauerkraut instant noodles: Only my injured world has reached ......
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Is it okay for you to step on koji?