Entering ChinaNot every company has the courage to be honest with their “God”.
At the beginning of 2025, Fat Donglai, who has always been the most favored customer, has made a big move – taking the lead in choosing to fight against customers.
When an Internet celebrity with millions of fans accused Fat Donglai’s underwear of fading and causing severe allergies, Fat Donglai released a 53-page investigation report to prove that the red underwear was qualified, which was a routine operation.
But no one expected that Fat Donglai would sue the “blackmailed” female Internet celebrity at the same time, claiming no less than 1 million.
Over the years, Fat Donglai has always been “not bad for money”, and he is not even willing to make more money:
Once, because of the sanitary environment of the dough rolling processing site, Fat Donglai generously compensated customers for a total of 8.83 million;
helped the peer supermarket Jiabaile, and even “upside down” more than 40 million.
Other companies want to increase their profits by 15% every year, and Yu Donglai is usually happy, but he is worried about Fat Donglai’s performance as soon as it rises.
Even on February 19, Fat Donglai posted an article late at night, blowing the clarion call for “rights protection” with an announcement: openly soliciting “professional teams/individuals for rights protection processing”, recruiting professional teams to combat infringement across the network, and the highest reward was directly opened to seven figures.
This is “the most hardcore Jianghu convening order in the retail industry”, and some netizens ridiculed Fat Donglai for creating an “anti-infringement Avengers”.
This supermarket, which can refund even if you are not satisfied with watching a movie, was completely angry because of a pair of 39 yuan underwear.
What truth is hidden behind Fat Donglai’s 1 million claim?
Apologize and then reverse,
Fat Donglai decided to give up being a “good old man”
Only those who have done business can appreciate how deadly the slander of rumors is.
In the past two days, Fu Nilai, the brand responsible for the production of red underwear, washed his pants in the live broadcast room for a day; The female anchor’s hands were scalded into carrots by hot water, and there was no “fading or allergies” in her underwear.
Thanks to Fat Donglai’s sincerity, Fu Nilai became an instant hit, with sales of 750,000 in just 2 days.
In the past 25 years, Fat Donglai has used countless “pet customer myths” to build the warmest golden body in China’s retail industry.
When customers smashed Moutai worth 3,800 yuan, they smiled and gave them free orders: “It’s because our display is not stable enough.” ”
On rainy days, the elderly who bought medicine were delivered late at night, and the employees waded two kilometers into the water and finally only charged 5 yuan for the medicine; There was even a sale of half of the unsweet watermelon, which directly compensated the customer for 500 yuan of “spiritual loss” – this kind of almost atonement service made Fat Donglai a “retail bodhisattva” in the hearts of many people.
As a result, during the Chinese New Year this year, this “Bodhisattva” was put on the table.
Since this year is the year of her birth, her friend from “Two Little Duan” gave her a box of Fat Donglai’s red underwear, and the water used to wash the underwear in the video is the same as a dye vat.
In this 15-minute video of “Red Panties in the Year of Birth, the Effect of the Year of Birth Comes Too Fast”, “Two Small Segments” tearfully accused Fat Donglai of several “sassy operations”:
1, Fat Donglai, as a well-known supermarket, actually sells fake and shoddy products, and the red pants not only fade as soon as they are washed, but also make her allergic.
2. After she complained, Fat Donglai waited until the fifth day of the Lunar New Year to send someone to deal with the matter, proposed a refund and compensation for the thermos cup, and finally even stuffed her with 500 yuan.
3. Fat Donglai’s employees didn’t even send a car, so I took a taxi to the hospital by myself; Employees push back and go, and supervisors don’t come.
Unsurprisingly, the video reached 100 million views within 24 hours. Of course, in addition to the attention of Fat Donglai itself, this video has collected a series of strong contrasts and visual impacts, and even bursts of memes every few minutes: “You can’t imagine that this is Fat Donglai”, “I’d rather go back to the day when I didn’t buy underwear”, “I’m allergic, you fool me with a thermos cup?” ”
This seemingly ordinary consumer dispute turned into a “crisis of confidence” that swept Fat Donglai within 48 hours.
From supply chain loopholes to the failure of the customer complaint mechanism, and then to employee prevarication, these three major crimes almost poke at the backbone of Fat Donglai, because Fat Donglai has two golden signs: one is supply chain selection; The second is service.
According to the standard crisis manual of the retail industry, a three-level plan should be activated at this time – removing goods from the shelves, compensating customers, and apologizing to the whole network.
But Fat Donglai tore up the script.
Now, let’s restart the correct way to open this event:
2 hours after the incident fermented, Fat Donglai responded quickly: remove the red underwear, take the female Internet celebrity to the hospital for examination, and pay 500 yuan in advance to reward the female Internet celebrity for “complaints”.
Then, Fat Donglai quickly removed the red underwear on sale and set up an internal investigation team to conduct a comprehensive investigation, rectification, and testing. At the same time, three different institutions were invited to cross-verify, and finally the final test report was released on February 14: the red underwear was qualified, and there was no fading or allergies.
The 53-page investigation report, many netizens were moved after reading it, they have never seen such a detailed investigation and processing report, it is really very sincere. In this way, Fat Donglai was “rehabilitated”, and the goods were put back on the shelves.
This war, which began with a pair of 39 yuan underwear, eventually evolved into a Jedi counterattack by the supermarket industry against traffic violence.
anti-routine public relations,
hides the three iron-blooded records of Fat Donglai
This time, Fat Donglai can be said to have contributed a textbook-level public relations.
There is softness and rigidity, Rou is in “putting the health of female Internet celebrities first, and rewarding 500 for seeing a doctor”, and just in “claiming 1 million and making the dirty water pay the price”, saving his own crisis and recovering the reputation of the cooperative brand.
However, it is not so much that Fat Donglai is “more serious” than that of Internet celebrities, but that it is “more serious” enough for itself for so many years.
The quality of Fat Donglai is not praised, but it is more real.
When other people’s families were still studying how to rely on lights to make vegetables and meat look fresher, Fat Donglai had set up his own testing room, and he would never put it on the shelves if he was unqualified.
Some suppliers broke the news that it is not easy to enter the supplier chain of Fat Donglai. For suppliers, Fat Donglai is a existence that people love and hate.
In October last year, when Yu Donglai was live on Douyin, a supplier rushed directly into the live broadcast room and complained to Yu Donglai emotionally.
Of course, no matter how strict the selection of products is, it is impossible to avoid problems, after all, immortals will also make mistakes.
At this time, even if it is a small problem, Fat Donglai can show 100 points of attention.
In July 2023, when a customer had a dispute with an employee, Fat Donglai issued an 8-page investigation report; In February 2024, just because employees squatted down to taste noodles were exposed, Fat Donglai issued a 13-page investigation report.
In the end, Fat Donglai used democratic voting to let employees stay This step is a stroke of genius, and in today’s “one-click dismissal” treatment method, Fat Donglai’s humanized management immediately won the favor of countless workers.
And every time Fat Donglai deals with it, the rectification is put into action, hitting every inch of bones.
In June 2024, Fat Donglai was reported as “environmental problems with the dough rolling console”, and Fat Donglai spent 2 days to release a multi-page investigation report and give the customer a cash reward of 100,000 yuan.
And all customers who purchased rolling dough and spicy noodles in the catering department of Xinxiang Fat Donglai two stores will be refunded and given a compensation of 1,000 yuan, totaling 8.333 million yuan.
Yu Donglai did not shy away from talking about it during the interview, “The society recognizes you so much, this is a big deal for Fat Donglai!” ”
Another key point is that Fat Donglai’s service is not to blindly please customers, and employees have the right to say no.
In Fat Donglai, the cleaner can refuse to pick up the drink that the customer deliberately spills, and the cashier has the right to suspend the service of the customer who continues to make things difficult.
When looking through the employee handbook of Fat Donglai, there is a sentence that is very Fat Donglai, “Even if the employee violates discipline in service, you can’t shout and accuse the employee on the spot, which is a serious act that hurts personality and dignity!”
Former 7-Eleven China Executives Decrypted: When most companies use cameras to monitor employees, Fat Donglai uses equity to make every employee the boss – this is the underlying logic of their daring to say “no” to unreasonable customers.
As a result, this “thorny service philosophy” has won the market: Fat Donglai’s 92.7% local repurchase rate in Henan is higher than Sam’s Club’s 89.4%.
It is the selection of products, crisis issues, and employees that make Fat Donglai dare to speak for himself in times of crisis.
Fatal vulnerabilities in the retail industry,
Can Fat Donglai make up for it alone?
Behind Fat Donglai’s victory, many people have actually been suffering from Internet celebrities for a long time.
When anti-counterfeiting becomes a traffic business, the truth becomes the most expensive luxury.
According to the Institute of Communication Research of Tsinghua University, the average number of “anti-fake” videos of Internet celebrities contains 2.7 factual errors, more than 34% of companies have lost more than 10 million yuan due to false accusations, and even 76% of the “evaluation overturning” videos have factual distortions.
Some MCN agencies even wrote during the training, “Emotions > truth, conflict = traffic”.
After releasing the allergy video, “Two Small Segments” immediately released a video of being invited into the office by Fat Donglai and finally reaching a settlement.
But then it was revealed that this Internet celebrity himself is allergic, allergic to a shot, and is allergic to almost all the products purchased, which can be described as “allergic every day”.
In the past 3 years, she has won the “record” of 287 complaints against food merchants and 263 compensations; According to the calculations of netizens, she was compensated at least 260,000 yuan, and the maximum food compensation was 1,000 yuan per time.
For Fat Donglai, this is not the first time that the Internet celebrity has complained, she has successfully won compensation 3 times before, and this is the 4th time.
Some food brands once had no choice but to complain that we spend millions of dollars every year to raise a legal team just to deal with professional counterfeiters – and the cost of this deformity is ultimately passed on to all consumers.
From this point of view, what Fat Donglai tore apart was not a pair of underwear, let alone a claim of 1 million, but the harm of traffic supremacy to business.
The art of crisis management is not to cover up the cracks, but to let the sun shine into the cracks; If the 53-page report of Fat Donglai represents sincerity, then the effect of “claiming 1 million” is deterrence:
Don’t splash dirty water or you’ll have to eat an oversized boomerang.
The progress of business has never relied on the number of clicks, let alone the bottom line to please everyone.
The real golden sign begins with the adherence to its own values.
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