Starbucks New Year coffee Li Shang coffee, causing some trouble

Starbucks New Year coffee-Li Shang coffee, caused some trouble, with nearly 30 people diarrhea in the coffee Sina Weibo team, the aftermath of Starbucks and the announcements posted on Weibo have exposed the failings of multinationals that were not shown in the high price gates: hubris, slowness, and a little bit of pride.

Although there is no such a strong media such as CCTV follow-up, the crisis is also controlled in a relatively small range, but Starbucks China may really need to reflect on the "crisis" to deal with this, and the new media has nothing to do, but with Starbucks reputation and fan loyalty is closely linked.

This storm does not have twists and turns, the truth is not difficult to find out, simple carding process is as follows:

-Sina Weibo a group of the head of the department colleagues to drink coffee, more than 30 cups, after drinking quickly some colleagues began to appear diarrhea;

-The team that drank the coffee from Sina Weibo immediately sealed off the coffee and contacted Starbucks;

-Starbucks responded relatively slowly, after taking the coffee but did not really check whether it was coffee or other problems;

-Sina Weibo employees in micro-blog launched the topic of protection, forming a small area of hot spots;

-Starbucks to exclude staff and affected Sina staff to communicate, and in micro-blog issued two announcements, as shown below.

Netizens and Sina Micro bo diarrhea Staff of these two announcements have a lot of opinion, that this is very obvious evasive and no responsibility of sincerity, said too bureaucratic.

Judging from the current personal microblog of the affected Sina Weibo employees, the crisis is easing, but in this crisis Starbucks has to rethink:

1, the whole incident 48 hours after the "cautious" processing results-slow!

2, food Safety no small things, even now, still do not know is the food material problem, or production processing problems, or to save the problem? --Evasive!

3, the statement writing well-organized, very have the format sense of official documents, but the wording clearly revealed the mechanical sense of large enterprises, as well as the attitude of avoiding practical problems-Conservative!

If compared with the previous CCTV burst "high-priced door" crisis PR success, Starbucks performance as a poor, so it is necessary to reassess the crisis early warning and crisis public relations ability.

In the crisis PR of High-priced Gate, the reputation of Starbucks has been preserved by the word-of-mouth of folk and fans, and the slow reaction of Starbucks in that crisis has been overshadowed by the lack of a crisis in which Starbucks's public relations face has been less than satisfactory, triggering considerable criticism from netizens.

If the "Crisis PR" on one side, for the cause of so many Sina students diarrhea is what the reason, there is no particular statement, but the individual can speculate that the following three possible bar.

1, coffee problems-the possibility is not very large, as a Starbucks fans still believe Starbucks in the safety of coffee;

2, environment and process issues-is there any possibility of a problem in the coffee processing process? Like water. Like that batch of cups. This possibility is higher;

3, milk or other accessories-this possibility is also some, before, Starbucks in many areas have used mengniu milk, so it is not possible this time or the quality of milk caused by diarrhea, may need further confirmation.

Above, only to guess, food safety no small matter, although this storm has subsided, but still hope to have more in-depth truth, rather than as always, nearly 30 people diarrhea is a big thing!

Back in the "crisis", Starbuck's performance was slightly lame, but it may not have an impact on Starbucks ' strong brand appeal, but sink is destroying the nest, and Starbucks, while expanding in China, should pay more attention to both "coffee" and "safety", the cornerstone of the company's evergreen.

As a brand of concern, Starbucks in the new media marketing performance is quite good, in many cases have shown a strong innovation and appeal; but this is not an excuse for poor PR performance-products are the most important thing, marketing is icing on the cake, for Starbucks, If this crisis can make them feel alert, it is not so bad in the bad news.

For the corporate public relations strategy, there are strong systems and PR companies to serve, in the social media popularization of the present, brand companies are monitoring public opinion as a critical warning of crisis PR height, found-assessment, prediction-processing-calm, the crisis PR chain is also quite clear, But there are still a lot of big companies that have lost their reputations in some seemingly minor crisis, such as Siemens, which is still among the most popular home appliances in the company, but Siemens has been disgraced in the past few years of crisis PR.

On the quality and service of the crisis has never been trivial, it is not only the public relations and PR companies, but the brand level of the big thing, industry is such a time need to be cautious, bitter force.