The “interesting” network public relations of Go Believe
The origination of Go Believe
Goubuli steamed stuffed bun originated in 1858 of Qing Dynasty. It is a famous snack in Tianjin and one of the time-honored Chinese brands. The origin of this name is very interesting. It is said that in the Qing Dynasty, there was a middle-aged man in Tianjin who had a son in his forties and named his son Gouzi. Later, Gouzi went to Tianjin to sell steamed buns. The business was very good. There were all consumers at the door of the shop. The owner, Gouzi, was too busy to talk to customers. So public named this steamed bun "Goubuli", now its international name is “Go Believe”.
The crisis of Wangfujing Go Believe
In early September, Gu Yue, a famous Internet blogger, gave a program about the worst food in Wangfujing Street in Beijing. Gu Yue, through Dazhongdianping, a gourmet search software, picked out the gourmet business with the lowest score on Wangfujing Street: Go Believe. Many tourists gave the store one score and commented that the service attitude was very very poor and the steamed stuffed bun was terrible.
After that, Gu Yue led the camera team to record. He bought 16 steamed buns in Go Believe, which was RMB 98 in total. As shown in the program video, Go Believe's steamed stuffed buns were not delicious. The seasonings inside were not enough, and the taste was very ordinary. While Gu Yue was eating steamed buns, there was a cough in the kitchen. In the end, Gu Yue uploaded the video to the major social networking sites, causing a network storm.
The most important thing is that this network event has aroused the resonance of netizens, many people began to post on the network to say their own experience of eating Go Believe and forwarding comments. In the end, the incident has attracted the attention of the state's official media.
Wangfujing Go Believe began to carry out public relations of network media
At 3:00 p.m. on September 10, 2020, Wangfujing Go Believe conducted public relations on this crisis.
First of all, Wangfujing Go Believe solemnly declared that the video transmitted on the network was not true information, and the video was transmitted at will without the permission of the business owner, which has damaged the image and reputation of the merchants and caused great adverse effects and economic losses.
Secondly, Wangfujing Go Believe asked blogger Gu Yue to apologize online. Finally, Wangfujing Go Believe called the police and registered a official blog to explain.
However, after a short time, Wangfujing Go Believe deleted the notice that published on the new registered blog and directly initiated assistance to the police.
The main store of Go Believe's public relations in this crisis
On September 15, 2020, the main store issued a statement on the Internet.
First, since 2005, the The main store of Go Believe has taken back a large number of Go Believe franchise stores after the operation reform. Wangfujing Go Believe is the only franchise store in Beijing.
Secondly, Wangfujing Go Believe's behavior could not represent the behavior of the main store, which seriously affected the image of the main store, and then terminated the contract with Wangfujing Go Believe.
Third, strict management should be carried out on all the direct stores and franchise stores of Go Believe.
Fourth, adjust management, adhere to consumer first, and avoid the recurrence of crisis.
My views on the Go Believe's crisis and public relations
The Go Believe incident in people's lives commonly used software: Weibo, Wechat, Bilibili, etc., formed an explosive spread. However, on the Internet, Go Believe didn’t use public relations and social media marketing communication well.
First of all, Go Believe was not aware of its own problems and did not think about why consumers give themselves the lowest scores. After the outbreak of the crisis, it refused to admit the problem, and intended to guide the public opinions to slander others. This will only counterproductive in the end, making more people feel that the company has no ability to bear the responsibility.
Secondly, the head office of Go Believe rescinded the contract with Wangfujing branch, which made everyone feel that Go Believe was not willing to take responsibility. This seems to tell the public that the Wangfujing branch is a pirated store, and our direct stores do not have such problems. On the contrary, it will make the public more suspicious of Go Believe's ability, cause more distrust, and bring greater negative impact on the brand.
Third, it's not just Go Believe, a Chinese time-honored brand in many places, who are stubborn and stereotyped. They don't care how to use modern media platforms to establish a good public relations network to maintain customer satisfaction and loyalty, for example, they can establish communities on the Internet, use official teams to participate in the discussion of brand enthusiasts, guide good public opinion direction, and enhance the influence of the brand. On the contrary, they always think that depending on their huge fame, they can always continue to operate. In fact, this is a very stupid idea.
Actually, it’s not for no reason that many Chinese time-honored brands have closed down, because they can't keep pace with the times and don't want to change at all.
haha Thank you for taking me“back” to hometown, also this is my first time heard about go believe's english name... such a lovely name. i think you talked about how to face the crisis. it is really good case, we can learn a lot.
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