Recently, the Miaojian Information Food Safety Public Opinion Monitoring Center released the "Monitoring Report on Major Public Opinion Events in China's Food and Catering Industry in March 2024", which shows that "315 party exposure: "bad meat" in plum cabbage button meat, "Internet celebrity snack starch intestine collapse attracts attention" and "315 party exposure: miraculous listening to flower wine" are the three major events with the highest public opinion popularity in March.
Review of sensitive public opinion events in the food and catering industry in March 2024
In March, food safety and product quality were the hottest public opinion triggers. Affected by 315, food consumption complaints and media consumer rights protection topics are concentrated. Since March 13, local media have taken the lead in reporting a number of food-related incidents, such as snail flour containing odorants, jasmine yogurt, kuafu fried skewers and other incidents quickly appeared on the hot search list, and then the food-related issues exposed by CCTV 315 party further triggered heated discussions in public opinion. This month, the Public Opinion Heat Index (MISI) has seen a surge in high-heat events, with netizen engagement increasing by 296% month-on-month.
The "bad meat" in the plum cabbage button meat
01
315 party exposure: "bad meat" in plum cabbage button meat
Public opinion heat: 323646 articles
Public opinion index: 98.77
CCTV's 3.15 evening party exposed that as the main production area of plum cabbage button meat prefabricated dishes, there are individual enterprises in Fuyang City, Anhui Province that use unstrictly processed trough meat to make plum vegetable button meat prefabricated dishes. Grooved meat, also known as lymphatic meat in daily life, is a part of pork that is recognized as having poor quality and low price.
The party exposed the meat and plum vegetables at the head of the trough, which made the problem of prefabricated dishes surface the tip of the iceberg, and once again deepened consumers' stereotypes of unhealthy and unsafe prefabricated food industry. The issue has further drawn attention to e-commerce platforms and live-streaming platforms, which are important channels for the sale of low-quality pre-made dishes. Prefabricated dishes are connected to planting and breeding on the one hand, and catering and residential consumption on the other, and have always been regarded as a typical industry with the integrated development of primary, secondary and tertiary industries. The exposure of the party will trigger a discussion on the future development direction of the prefabricated food industry in the whole society, and help promote the healthy development of the prefabricated food industry.
315 party exposure: "bad meat" in plum cabbage button meat
Public opinion risk research and judgment
1. The food safety issue of pre-made dishes will return to the center of the public opinion field again, superimposed on the impact of many hot topics such as "pre-made dishes for children", "pre-made dishes on the Chinese New Year's Eve dinner table", "pre-made dishes related proposals at the two sessions", and the popularity will remain high and the popularity will last for a long time;
2. It is expected that the head prefabricated food brands, catering brands that have been focusing on prefabricated food products for a long time, and live e-commerce anchors who frequently bring prefabricated food products will all be greatly affected by the risk of industry public opinion and explode into a high degree of negative public opinion;
3. It is expected that upstream raw material suppliers, midstream prefabricated food production and processing enterprises, and downstream prefabricated food consumption markets related to meat prefabricated food products will be subject to strict supervision and inspection by relevant departments, and the public opinion risk related to this is greater.
Public opinion enlightenment suggestions
1. It is recommended that catering service operators and takeaways using pre-made dishes should indicate to consumers whether they use pre-made dishes, and display information such as the suppliers of pre-made food ingredients and the names of dishes processed using pre-made dishes on the food safety information publicity board, so as to increase transparency and enhance consumers' sense of security;
2. It is recommended that the leading production and processing enterprises in the prefabricated food industry and the leading enterprises in meat farming should closely monitor the current public opinion orientation, and make positive responses to regulatory policies to avoid the risk of public opinion in the industry from affecting themselves, and publish the response content on official social media accounts when necessary to answer public opinion concerns and eliminate social misunderstandings;
3. As the main sales channel of prefabricated dishes, e-commerce channels have great marketing risks and hidden dangers. Live streamers and e-commerce sales platforms must do a good job of self-inspection on the food safety of prefabricated meat dishes for consumption, pay close attention to the production environment of upstream suppliers, production links, and the safety of raw material sources, and maintain restraint and low key in marketing and promotion to avoid "catching fire".
02
315 party exposure: the miraculous listening to the flower wine
Public opinion heat: 172062 articles
Public opinion index: 97.61
CCTV's 3.15 evening party exposed the "sky-high" publicity chaos of the well-known high-end liquor brand Tinghua Liquor, saying that its so-called high-end commercial liquor "Tinghua Liquor" has excessive marketing, false publicity, exaggerated efficacy and other behaviors. According to the program, Tinghua Liquor advertises that it has health care effects such as enhancing immunity, improving sleep, regulating physiological disorders, and anti-aging, with the highest price reaching 586,000 yuan, but the international patent for its magical effect Tinghua Liquor has not been recognized, and the "high-tech" cooling agent is actually a common peppermint extract.
315 party exposure: the miraculous listening to the flower wine
Public opinion risk research and judgment
1. It may trigger a certain scale of complaints, and the trust and reputation of the brand will collapse rapidly;
2. Violation of laws and regulations. False propaganda is an illegal act, which leads to investigation and punishment by regulatory agencies, legal disputes, and a crisis in the survival of enterprises;
3. Such behaviors often weaken the market competitiveness of enterprises. In the era of pursuing cost-effective and high-quality products, when consumers tend to consume rationally, over-reliance on high-priced marketing will lose market share due to the inability to adapt to market demand;
4. Product sales declined, corporate earnings declined, and fell into a business crisis. In turn, it is reflected in the capital market, where the stock price falls, affecting investor confidence, negatively impacting the financing ability and long-term development of the enterprise, and even triggering a delisting crisis.
Public opinion enlightenment suggestions
1. Set up a special team to deal with the crisis, including the company's main management team, legal team, investor relations management team, public relations team, external relevant experts, etc., to deal with and respond to the crisis;
2. Respond to public concerns with prompt attribution. Conduct a comprehensive internal investigation, issue a statement based on the results of the investigation, make a sincere apology, seek consumer understanding, and take the initiative to propose solutions to minimize consumer losses;
3. Strengthen media communication and reshape brand image. Use its own media resource library to strengthen communication with the outside world, disclose the improvement and achievements of rectification, and carry out activities to divert attention;
4. Establish and improve risk prevention and response mechanisms. Lessons should be learned, and a sound price management system, marketing review mechanism, and public opinion response plan should be established to prevent similar problems from happening again.
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