The time-honored brand that has gone through a hundred years of trials and tribulations has not been very stable recently. Yesterday, a hot search for "Goubuli Cancels Cooperation with Wangfujing Store Franchisees" pushed Goubuli to the forefront of the storm. The last time Goubuli attracted large-scale attention was the "Wangfujing Goubuli Responds to Netizens' Negative Comments Video" on September 11.
The cause of this series of events is that a video blogger released a video of a shop exploring in Beijing Wangfujing Goubuli, giving a negative evaluation of the taste and price of steamed stuffed buns. At first, "eating, broadcasting and exploring" was the most common thing. To my surprise, Goubuli Steamed Bun Wangfujing Head Office called the police, saying that the video publisher had violated the reputation of the restaurant and would hold relevant personnel and online media accountable.
Such an overbearing response immediately aroused the dissatisfaction of the vast number of netizens, and the characteristics of the rapid spread of Internet information also played its utmost at this moment. For a moment, "eating melons" netizens immediately poured into microblogs, dithering, and public comments, accusing the dog of ignoring Beijing Wangfujing store, "the price is too high to say".
This Wangfujing Goubuli Steamed Bun event not only sounded an alarm for time-honored brands, but also gave an important reminder to all enterprises: if any enterprise treats customers with an arrogant attitude, ignores the poor comments of customers, and does not improve its products, even if it has a brilliant history, it will eventually walk down the altar.
Internal optimization of products
The times are changing, and the main force of consumption and consumption habits are also changing. If enterprises do not pay attention to the needs of a new generation of consumers and make product innovation to adapt to the times, they will easily be abandoned by the market.
Only innovation can bring new life, Just like the milk tea products that are very popular with young consumers in recent years, they always introduce new taste products to meet consumers' expectations. The Mid Autumn Festival is coming, and we also see that more and more manufacturers, in order to cater to young people who like to taste fresh food, have launched new flavors of moon cakes such as cream, cheese, meat floss, etc.
Good product is the best marketing, If an enterprise cannot produce products that meet the needs of consumers, it will not go far if it can only "fool" consumers by buying water soldiers and brushing favorable comments, because false favorable comments cannot earn true reputation.
Provide good external services
Service is the brand and the supporting point of corporate image. When consumer demand becomes the starting point and foothold of enterprise management, service is the best way to enhance the added value of products and gain competitive advantage.
Especially in the Internet era, both positive and negative information will be spread at the fastest speed. Once word of mouth breaks, it will affect the choice of more potential customers. therefore It is particularly important for the development of enterprises to listen to the voice of consumers, constantly improve the service system, and win the favor and reputation of consumers with high-quality services.
Traditional enterprises have accumulated a large number of customers through years of operation. More importantly, they should cherish the hard won customer resources and customer reputation, and listen to good suggestions from consumers with an open mind, rather than being arrogant and complacent.
Be a conscientious enterprise
Kindness and sincerity can make people recognized and respected by others, and so can enterprises. When consumers face damage to their rights and interests, enterprises can not solve the problem fundamentally by putting aside their relations with a perfunctory attitude, which will only intensify the conflict with consumers.
To be an enterprise is to be honest, strictly control product quality, highlight the responsibility and responsibility of an enterprise, and strive to provide consumers with cost-effective products and services, which is the essence of enterprise vitality.
How to deal with bad comments
In the Internet era, how to correctly respond to bad reviews is a required course for every enterprise.
In the face of negative comments, blindly deleting comments or even rudely threatening consumers will only deepen the dilemma of enterprise collapse. Enterprises should look at the negative comments from the positive side, evaluate the weaknesses and shortcomings of enterprises through non malicious negative comments, and then make targeted improvements and adjustments to exchange better products and services for consumer praise.
The dilemma faced by time-honored brands such as Goubuli is also an important issue in the survival and development of enterprises, The way to develop an enterprise is to constantly optimize innovative products, improve services and meet the needs of consumers.
