Quality problems with Philips energy-saving lamps, Mitsubishi, 3M water purifier arsenic exceeded, Siemens refrigerator door incidents escalating, Samsung TV bursting with Taiwan screen impersonation original screen, candy group holding Jin Ling electrical washing machine and Beko refrigerator Surviving serious quality problems... For foreign companies in 2011, it was a “year of troubleâ€. The frequent emergence of quality problems has pushed the credibility of foreign brands to the top of the cusp.
Why foreign brands frequently encounter a crisis of trust? According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and senior home appliance specialist, on the one hand, foreign brands are not satisfied with China's land and water. On the other hand, companies do not take active measures or measures to solve problems in a timely manner, resulting in negative The influence has continued to expand and the public has lost confidence in the quality and reputation of foreign brands.
QUALITY SERVICES ARE QUESTIONS To be challenged by foreign brands, the Trusted Crisis is often said to be unacceptable. In today's highly developed network information, when companies experience quality problems and other crises, if they can't deal with it properly and respond positively to consumers, they often lead to the loss of brand image that has been painstakingly managed for many years, and the fact seems to confirm this.
In March 2011, Philips was exposed to quality problems such as energy-saving lamp power and initial lighting efficiency. Although Philips quickly withdrew all the unsold products from the store or counter, it set a “threshold†on the return issue, causing consumers to suffer frequent returns and eventually causing Philips to lose its brand image.
In May of the same year, the “Announcement on the Promulgation of Unqualified Water Health and Safety Products†issued by the Ministry of Health website caught the attention of consumers and the media, and the arsenic exceeding standard event occurred in the collective of foreign water purifiers represented by Mitsubishi and 3M. The "foreign brand" is once again the focus of people's attention.
The outbreak of the Siemens "refrigerator door" incident made it possible for foreign brands and German manufacturers to step down to the altar. On September 27th, 2011, Luo Yonghao fired the first shot of rights protection against Siemens refrigerators, and the incident intensified. In the face of multi-party denunciation and public pressure, Siemens finally made a positive response on October 15th. Although it apologized on the official Weibo and promised free home visits, it did not give a reasonable explanation to the problem, which also led to the old Luo. The second time I picked up a sledgehammer and rushed to the refrigerator.
At the end of 2011, foreign brands were hit hard. In the special supervision and inspection of product quality of the Shanghai Quality Supervision Department, Jinling Washing Machine and Beike Refrigerator both "falling horses." The holding company behind the former is the candy group, an Italian professional company with more than 60 years of experience in electrical manufacturing; the latter is a 50-year-old European "famous door." Faced with this situation, people can not help but feel that these "professional" companies, why after entering the Chinese market, "the nature of a major change," frequent quality problems?
Foreign brands "satisfied with soil and water" service become the biggest "short board"
The frequent occurrence of foreign brand quality problems has caused the public to lose confidence in the “foreign brandsâ€. After the problem arises, these brands have shown their attitude of being unresponsive or responding slowly or shirking their responsibility. This is even more dissatisfying to consumers. In fact, in recent years, complaints caused by problems in product quality and after-sales service have been high in foreign-owned home appliance companies in the Chinese market, and the important reason for this phenomenon is that foreign brands are after-sales service. Short board."
From the current point of view, the after-sales service of foreign-owned home appliance companies in China is mainly reflected in three aspects: First, the after-sales service process is cumbersome, from the problem to the solution takes too long; Second, in the after-sales service management, the price is not transparent, not Standards, the majority of consumer cases can be delayed, only when many consumers come together, the company will propose some solutions; Third, discriminatory practices after-sales service, some companies treat the Chinese market and overseas markets Take different after-sales services and attitudes.
While detailed to the specific measures, foreign brands are even more "acceptable". At present, the outsourcing of after-sales service companies to third-party service companies to solve, is currently a lot of foreign-funded enterprises in the Chinese market generally adopted measures. This kind of specialization is not wrong, but the situation in the Chinese market is too complicated. The foreign energy companies have limited energy and lack of supervision and inspection on the behavior of service organizations. It is easy to cause harm to the brand due to improper services, and even trigger other complaints. .
At the same time, many foreign-funded enterprises generally adopt paid-for-charge after-sales service in overseas markets. After entering the Chinese market, business ideas are difficult to change, and services are not used as a marketing tool. They are only used as consumers according to national legal requirements. The continuation of the protection of interests. Therefore, foreign companies have relatively few means and measures in service, and it is difficult to attract consumers through services. At the same time, the fees for service charges and parts replacement after the “three guarantees†period are also higher, and it is easy to cause negative emotions among users.
In addition, many foreign-funded enterprises have a rigid service operation process, especially in the process of cooperation with service providers and distributors, who often die of dogma and lack of flexibility, and it often takes a long time until the problem arises. This can easily give consumers a bad impression of poor service attitude, arrogance and slow response.
Foreign companies in domestic and foreign markets need to lower their high profile. Contrary to the situation of foreign-funded enterprises, in recent years, local brands represented by Haier, Midea, Gree, TCL, etc., have been accumulating and accumulating, and they have become a rising trend across the board. We have made considerable progress in product development, cost control, and scale efficiency. On the one hand, they adhere to their own development advantages, enhance product features, enrich product lines, and improve marketing outlets. On the other hand, they have devoted themselves to the development of technology and have actively sought to break through the bottleneck of technological bottlenecks and price wars.
At the same time, new changes have also emerged in the marketing tools and market layout of domestic enterprises that have always been strong. In the primary and secondary markets, some domestic large companies and giants such as Gome have joined forces to establish a deep cooperation relationship. At the same time, it also actively expand the three-four-tier market network, establish franchise stores, develop franchise stores, gradually introduce products into sales networks at all levels, and use the advantages of the merchants in the local area to produce good brand radiation effects.
It can be said that domestic enterprises have built a complete marketing network. Moreover, in terms of marketing methods, the means of domestic companies are also more flexible and closer to the market, effectively stimulating consumer demand, and laying a solid foundation for sales growth. These are the biggest shortcomings of foreign brands in the Chinese market.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and senior appliance expert, there is a threat of rapid development of domestic brands, and there is a crisis of integrity in itself. Foreign brands can be said to be in a position of “internal and external troublesâ€. In order to maintain the existing market and reshape a good brand image, foreign-funded enterprises must first take off their high-profile “hats†and establish a more complete after-sales service system. In particular, with the recall system for household appliances in China gradually on the right track, foreign-funded enterprises should strengthen self-discipline. From the perspective of actively discovering problems and actively facing problems, we must seek solutions that will satisfy our customers in order to win Chinese consumers. Trust and recognition.
Why foreign brands frequently encounter a crisis of trust? According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and senior home appliance specialist, on the one hand, foreign brands are not satisfied with China's land and water. On the other hand, companies do not take active measures or measures to solve problems in a timely manner, resulting in negative The influence has continued to expand and the public has lost confidence in the quality and reputation of foreign brands.
QUALITY SERVICES ARE QUESTIONS To be challenged by foreign brands, the Trusted Crisis is often said to be unacceptable. In today's highly developed network information, when companies experience quality problems and other crises, if they can't deal with it properly and respond positively to consumers, they often lead to the loss of brand image that has been painstakingly managed for many years, and the fact seems to confirm this.
In March 2011, Philips was exposed to quality problems such as energy-saving lamp power and initial lighting efficiency. Although Philips quickly withdrew all the unsold products from the store or counter, it set a “threshold†on the return issue, causing consumers to suffer frequent returns and eventually causing Philips to lose its brand image.
In May of the same year, the “Announcement on the Promulgation of Unqualified Water Health and Safety Products†issued by the Ministry of Health website caught the attention of consumers and the media, and the arsenic exceeding standard event occurred in the collective of foreign water purifiers represented by Mitsubishi and 3M. The "foreign brand" is once again the focus of people's attention.
The outbreak of the Siemens "refrigerator door" incident made it possible for foreign brands and German manufacturers to step down to the altar. On September 27th, 2011, Luo Yonghao fired the first shot of rights protection against Siemens refrigerators, and the incident intensified. In the face of multi-party denunciation and public pressure, Siemens finally made a positive response on October 15th. Although it apologized on the official Weibo and promised free home visits, it did not give a reasonable explanation to the problem, which also led to the old Luo. The second time I picked up a sledgehammer and rushed to the refrigerator.
At the end of 2011, foreign brands were hit hard. In the special supervision and inspection of product quality of the Shanghai Quality Supervision Department, Jinling Washing Machine and Beike Refrigerator both "falling horses." The holding company behind the former is the candy group, an Italian professional company with more than 60 years of experience in electrical manufacturing; the latter is a 50-year-old European "famous door." Faced with this situation, people can not help but feel that these "professional" companies, why after entering the Chinese market, "the nature of a major change," frequent quality problems?
Foreign brands "satisfied with soil and water" service become the biggest "short board"
The frequent occurrence of foreign brand quality problems has caused the public to lose confidence in the “foreign brandsâ€. After the problem arises, these brands have shown their attitude of being unresponsive or responding slowly or shirking their responsibility. This is even more dissatisfying to consumers. In fact, in recent years, complaints caused by problems in product quality and after-sales service have been high in foreign-owned home appliance companies in the Chinese market, and the important reason for this phenomenon is that foreign brands are after-sales service. Short board."
From the current point of view, the after-sales service of foreign-owned home appliance companies in China is mainly reflected in three aspects: First, the after-sales service process is cumbersome, from the problem to the solution takes too long; Second, in the after-sales service management, the price is not transparent, not Standards, the majority of consumer cases can be delayed, only when many consumers come together, the company will propose some solutions; Third, discriminatory practices after-sales service, some companies treat the Chinese market and overseas markets Take different after-sales services and attitudes.
While detailed to the specific measures, foreign brands are even more "acceptable". At present, the outsourcing of after-sales service companies to third-party service companies to solve, is currently a lot of foreign-funded enterprises in the Chinese market generally adopted measures. This kind of specialization is not wrong, but the situation in the Chinese market is too complicated. The foreign energy companies have limited energy and lack of supervision and inspection on the behavior of service organizations. It is easy to cause harm to the brand due to improper services, and even trigger other complaints. .
At the same time, many foreign-funded enterprises generally adopt paid-for-charge after-sales service in overseas markets. After entering the Chinese market, business ideas are difficult to change, and services are not used as a marketing tool. They are only used as consumers according to national legal requirements. The continuation of the protection of interests. Therefore, foreign companies have relatively few means and measures in service, and it is difficult to attract consumers through services. At the same time, the fees for service charges and parts replacement after the “three guarantees†period are also higher, and it is easy to cause negative emotions among users.
In addition, many foreign-funded enterprises have a rigid service operation process, especially in the process of cooperation with service providers and distributors, who often die of dogma and lack of flexibility, and it often takes a long time until the problem arises. This can easily give consumers a bad impression of poor service attitude, arrogance and slow response.
Foreign companies in domestic and foreign markets need to lower their high profile. Contrary to the situation of foreign-funded enterprises, in recent years, local brands represented by Haier, Midea, Gree, TCL, etc., have been accumulating and accumulating, and they have become a rising trend across the board. We have made considerable progress in product development, cost control, and scale efficiency. On the one hand, they adhere to their own development advantages, enhance product features, enrich product lines, and improve marketing outlets. On the other hand, they have devoted themselves to the development of technology and have actively sought to break through the bottleneck of technological bottlenecks and price wars.
At the same time, new changes have also emerged in the marketing tools and market layout of domestic enterprises that have always been strong. In the primary and secondary markets, some domestic large companies and giants such as Gome have joined forces to establish a deep cooperation relationship. At the same time, it also actively expand the three-four-tier market network, establish franchise stores, develop franchise stores, gradually introduce products into sales networks at all levels, and use the advantages of the merchants in the local area to produce good brand radiation effects.
It can be said that domestic enterprises have built a complete marketing network. Moreover, in terms of marketing methods, the means of domestic companies are also more flexible and closer to the market, effectively stimulating consumer demand, and laying a solid foundation for sales growth. These are the biggest shortcomings of foreign brands in the Chinese market.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and senior appliance expert, there is a threat of rapid development of domestic brands, and there is a crisis of integrity in itself. Foreign brands can be said to be in a position of “internal and external troublesâ€. In order to maintain the existing market and reshape a good brand image, foreign-funded enterprises must first take off their high-profile “hats†and establish a more complete after-sales service system. In particular, with the recall system for household appliances in China gradually on the right track, foreign-funded enterprises should strengthen self-discipline. From the perspective of actively discovering problems and actively facing problems, we must seek solutions that will satisfy our customers in order to win Chinese consumers. Trust and recognition.
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