Mixue Bingcheng 315 was filed, and the poorest PR in history laughed crazy!

01

The first collapse of milk tea during the 315 period was actually Honey Snow Ice City, could it be that the tonnage of the Snow King couldn’t bear it.

The 3.15 special report of Hubei Economic Television’s live broadcast focused on the Honey Snow Bingcheng Yichang Condensation Xintiandi store.

Hubei Economic Television reported live broadcast that Mixue Bingcheng was exposed to fresh fruit slices and continued to use them at room temperature overnight, and even the clerks did not dare to drink their own lemonade.

According to the requirements of the headquarters of Mixue Bingcheng, the production materials of fresh orange and fresh lemon must be cut and used, and those that are not used up must be discarded when they are closed.

However, the reporter’s raid found that some clerks hid the remaining lemon slices and orange slices of the day in the locker under the counter, and the staff also called it “normal operation”.

The same thing happened again on another day, when a clerk put the leftover lemon slices and orange slices into stainless steel buckets and placed them in the corner of the store at room temperature.

The next day, the clerk took out the remaining two cups of fruit slices from the previous day and put them on the operating table, so that the reporter could re-weigh and divide them in the monitoring blind corner to avoid the company from discovering.

In addition, the store was also exposed to the hygiene problem of flies and flying insects crawling, and employees also chose to wash and continue to use the plastic cups crawled by flies and flying insects.

The deputy director of the Yichang Municipal Market Supervision Bureau has taken action to investigate the stores involved.

Source: Observer.com

After receiving feedback, the customer service staff said that they would record the problem in detail and give feedback in time;

The person in charge of the store involved mentioned that the operation of exposing the video was illegal, and he would communicate with the company in the future to strengthen the supervision of the store.

 02

It stands to reason that according to the 315 script obtained by other collapsed house brands, the next plot should be like this:

Netizens scolded, the brand apologized overnight, the store was closed for rectification, netizens didn’t buy it, and the brand was scolded even worse.

But the food safety crisis process came to the Snow King’s side, and it didn’t unfold according to the routine, and everything became magical.

Seeing that the Snow King is suspected of not being able to afford public relations, netizens have taken the initiative to do public relations, which can be called the poorest public relations in history: there is no money to take orders, and he is crying poor.

Urgently cut PR. Refuse to generalize, personal and individual problems, and do not let the brand take the blame.

Show up to say PR. My eyes are rulers, and what I see has the final say.

Shift the focus of PR. It is recommended to check other expensive milk tea shops, and feel that they actually use real lemons.

Silence is Kim PR. Just pretend not to see it and give the Snow King a chance to change.

Reverse marketing PR. In any case, buy a Snow King cone to suppress the shock and speak with action.

Crying poor PR. The Snow King doesn’t dislike me for being poor, a few dollars of Snow King’s happy water, what else do you need a bicycle.

I don’t know if the Snow King collapsed or not, but seeing the netizens working hard, I already collapsed the bed with laughter.

Sure enough, the joys and sorrows between the brand’s 315 crisis public relations are not the same.

The same food safety scandal was exposed on the eve of 315, on the one hand, someone “excused” Honey Snow Bingcheng, and on the other hand, someone “scolded” Yang Mingyu’s yellow stewed chicken.

Yang Mingyu’s yellow stewed chicken collapsed, the blackened beef overnight was camouflaged with coloring to camouflage fresh goods, the sour potatoes and mushrooms were washed twice and continued to be used, and the yellow stewed chicken became saliva chicken in seconds.

After the incident was exposed, the workers were trembling, Yang Mingyu Huang Braised Chicken PR was sweating, and the relevant comment area became a large scene in seconds.

In contrast, the spontaneous public relations caused by Mixue Bingcheng among netizens seems outrageous, but it also confirms that the highest level of crisis public relations is “psychological control”.

As mentioned in The Rabble: “The crowd does not desire the truth, they need illusions”.

In fact, it is not the first time that netizens have become the strongest public relations and spoke out for the collapse of Mixue Bingcheng.

Last year, Mixue Bingcheng was deeply trapped in the “foot washing door”, and the father of a store owner was exposed to his feet after being burned by his feet, and directly put his feet into his slippers to make milk tea and cool down in the pool containing ice cubes.

The matter was also reported by the Beijing Chaoyang Market Supervision Bureau, which was accused of violating food safety operation norms, and the law enforcement officers interviewed the headquarters of Mixue Bingcheng.

As a result, Mimen couldn’t sit still and supported Mixue Bingcheng, bluntly saying that the emergency treatment after the burn was understandable, some mentioned that it was not footwashing water to make milk tea, and some warmly reminded Xiaoxue that it would not be allowed next time.

Looking at 315 last year, the Beijing News secretly visited two Mixue Bingcheng in Nanjing, exposing their frequent tampering with the shelf life labels of ingredients, the use of expired materials, and the lack of ID cards and health certificates of employees.

Netizens moved out of their peers again to block the gun, you don’t go to check the non-dairy creamer of more than ten or twenty yuan, check my 4 yuan of lemonade, I don’t know if he is new or not.

 04

Could it be that every time the Snow King collapses, is he really poor enough to wait for netizens to do public relations?

Rather than saying that Snow King relies on UGC public relations, it is better to say that Snow King relies on brand filter public relations, and such filters are all accumulated by Snow King 365.

On the one hand, Snow King’s low price has created a low preset psychology for consumers.

Mixue Bingcheng takes the low-price route, from 2 yuan cone, 4 yuan lemonade, 6 yuan pearl milk tea, etc., so that consumers can realize the freedom of milk tea.

Consumers also think that it is already very good to have such a product at this price, and Snow King has also gained the reputation of “Snow King is more cost-effective”.

Just like H&H said, brands are here to have accidents.

I often walk by the river, how can I not get my shoes wet. There is no absolute non-rollover in the catering industry, only relative customer psychological presets.

本着“便宜没好货”的心理，消费者也懂高价奶茶借好原料做品牌溢价，低价奶茶靠便宜走量，但用料懂的都懂，所以愿意对低价蜜雪冰城抱有好感。

尤其是当消费者看到高价奶茶也会塌房，对于雪王负面事件容忍阈值范围较高。

另一方面，雪王靠IP形象营销，建立了有梗搞笑的亲民人设。

比如 IP不久前雪王上市，就上演史上最萌的敲钟仪式；官宣厚芋泥奶茶全球代言人，整出压轴菜是大米饭的感觉。

Source: Official Account China New Product Drink News

Whenever he goes overseas for marketing, Snow King stands up as a street runner and does a handstand on the streets of South Korea and Japan; Every year, with the change of the four seasons, the Snow King will also stage blackened or national tide skin marketing, making people feel that the Snow King is a big living person.

The first collapse of milk tea during 01 315 was actually Honey Snow Ice City, could it be that the tonnage of the Snow King couldn’t bear it. The 3.15 special report of Hubei Economic Television’s live broadcast focused on the Honey Snow Bingcheng Yichang Condensation Xintiandi store. Hubei Economic Television reported live broadcast that Mixue Bingcheng was exposed to fresh fruit slices and continued to use them at room temperature overnight, and even the clerk shouted that he didn’t dare to drink his own lemonade.

Snow King narrowed the distance with consumers through fancy marketing, and unknowingly created a “honeydoor” fan support club.

When there is a crisis in the brand, these fans will stand up and become a “public relations team”, spontaneously confronting negative public opinion.

05

Of course, it is a good thing that Snow King has his own public relations team, which can reduce the negative impact of the brand to a certain extent, but Snow King cannot take the tolerance of netizens as connivance.

You must know that lemonade is the trump card product of Mixue Bingcheng with a record of selling more than 1 billion cups a year, and the gains outweigh the losses.

In the past publicity of Mixue Bingcheng, it has always been fresh, fresh, freshly cut, and freshly pounded on the public screen, but it can’t be changed to a slap in the face.

In order to prove that the chilled lemonade sells quality, Snow King also invited consumers to visit the origin of Snow King lemon origin to visit and experience, and made a video to promote:

Snow King has its own lemon planting base, which is a Ulik lemon imported from the United States.

Before the lemons picked from the orchard are sent to the store, they have to undergo a physical examination at the Snow King Lemon Factory.

After three cleaning checkpoints, 360-degree all-round disinfection, and then all-round photos, the best quality lemons are finally selected.

Mixue Bingcheng 315 was filed, and the poorest PR in history laughed crazy!

After a meal of screening, the lemons will be frozen in the cold storage of the Snow King, and the Honey Snow Ice City will also ventilate the cold storage from time to time.

From the process of fresh fruit screening, freezing and locking, cold chain transportation to the store, from the orchard to the factory to the consumer, every lemon of Snow King is traceable.

Although the exposed stores are individual stores, the chilled lemon tea is the king of Snow King’s long-term promotion, don’t let the temporary overturn ruin the long-term accumulated product reputation.

Not to mention that Snow King was only recently launched, and now Mixue Bingcheng is the world’s largest freshly made beverage brand, with more than 40,000 stores around the world, covering 11 countries in China and overseas, and selling an average of 25 million cups per day.

Behind the super volume of stores and tens of millions of drinks, Snow King is burdened with the expectations of shareholders and netizens.

The relationship between the brand headquarters and the offline stores is “one is prosperous, one is lost”, and individual stores are also the brand of Mixue Bingcheng, which smashes the reputation of Mixue Bingcheng.

Snow King should strengthen the management of individual stores and truly realize the standardized output of quality products, so as not to disappoint the opportunity for netizens to forgive again and again.

After all, food safety is not only 315 but also 365, no matter how strong you are in tap water PR, once the line of defense of food safety has been breached many times, consumers will one day break the defense.

A good product is the confidence of the brand to be fearless of public opinion.