Recently, a piece of news has attracted widespread attention: the Hong Kong Consumer Council detected vomitoxin in a sample of Harbin beer, a well-known beer brand, in a product quality sampling. The results of this test immediately caused a huge response on the Internet. As a well-known beer brand in China, the product safety of Harbin Beer is directly related to the health of consumers.
However, the response of Harbin Brewery was unacceptable: they claimed that Harbin beer was only sold on the mainland and had nothing to do with the Hong Kong market. This vague response has undoubtedly raised concerns about the quality of the company's products.
In the wake of the incident, Harbin Brewery's PR team should be aware that they need to respond more responsibly to calm the public's doubts.
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However, their first reaction was to selectively avoid the quality issue itself, and instead direct their attention to the exception of "selling only in the mainland". This hasty response not only failed to dispel public suspicions, but rather attracted more criticism.
As long as Harbin Beer confronts its quality problems and takes some improvement measures, it may be able to rebuild public confidence. The most important thing for a responsible company to be transparent and open when facing quality issues is to maintain a transparent and open attitude.
Finding the root cause of the problem, giving an improvement plan, and promising the public that the quality of the product will be continuously monitored are all effective ways to deal with the crisis. On the contrary, if you blindly excuse yourself, it will only cause repeated setbacks to the credibility of the enterprise.
This incident reflects some problems worthy of vigilance: the regulatory authorities need to strengthen the sampling of food and beverages, and they cannot wait for quality problems to think about public relations. The company's internal quality control also needs to be improved, and it is not possible to wait for the third-party test report to come out before realizing that there is a problem.
When facing a quality crisis, companies also need to reflect on and improve their public relations strategies, and avoid vague or even strong words, which will only make matters worse.
At present, Harbin Brewery Company urgently needs to respond positively and take practical actions to deal with this matter. Like what:
Take the initiative to disclose the test report and invite authoritative departments to review the results. If the question is untrue, it is necessary to provide evidence to refute it; If there is a quality problem, take the initiative to recall the product, disclose the reason and apologize.
Conduct internal investigations and remediate quality control processes. Set up a dedicated team to work with government departments to find out the cause of the exceedance. Strengthen the supervision of the supply chain to prevent raw material problems from leading to unqualified finished products.
Formulate a quality improvement plan, increase the frequency of testing, and establish a rapid response mechanism. If there is a problem, it can be located and solved in time to avoid further expansion of the situation.
Strengthen the quality awareness training of employees, and establish lesson cases to warn all employees to pay attention to product quality problems.
Improve your PR response strategy, be highly accountable and transparent in the face of doubts, and respond in a timely and accurate manner without ambiguity.
It is believed that if Harbin Beer can take the initiative to take the above measures, it will be able to regain the understanding and support of consumers. Fulfilling corporate social responsibility and improving quality will also be conducive to the healthy development of the industry.
Of course, we must also be aware of the deeper issues reflected behind this incident. The responsibilities of the regulatory authorities cannot be shirked, and there can be no defects in the supervision and inspection of the quality of industrial products. At the same time, the production and operation of enterprises need to take on higher standards to prevent small problems in order to avoid similar incidents.
From the consumer's perspective, vigilance and judgment are also key. Quality problems can not be completely eliminated overnight, but they can be inspected and tested to promote the continuous progress of enterprises.
At the same time, as a consumer, we should carefully choose the brand, and once we find a problem, we should complain and supervise it in time. Only by forming a social synergy and allowing all parties to fulfill their responsibilities can we gradually move towards a stage of higher product quality.
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