数读 | 西贝与始祖鸟公关“失速”：公关不作为，再多营收也扛不住舆情反噬！

Core Insights - The controversies surrounding Xibei's prepared dishes and the "Anemone" fireworks incident have sparked widespread social attention, highlighting the critical role of media in information dissemination and focus [2][3] - Both incidents suffered from initial response failures, leading to rapid spread of negative information without timely media guidance [2][3] Group 1: Xibei Prepared Dishes Controversy - The controversy began on September 10 when issues were exposed by Luo Yonghao on Weibo, leading to a surge in discussions on short video platforms, with related videos on Douyin exceeding 100 million views [2] - The main criticism of Xibei centered on a lack of transparency regarding their 72% prepared dishes, contradicting customer service claims about fresh ingredients, which led to accusations of "playing word games" [3][9] - Following the incident, Xibei's offline store traffic significantly declined, with core stores in first-tier cities experiencing drastic drops, and overall revenue facing substantial pressure [10] Group 2: Anemone Fireworks Incident - The Anemone incident ignited controversy on September 19, with discussions peaking on September 20, where the topic reached 429.71 million views and 4,063 discussions [2][7] - Media highlighted the ecological concerns regarding the brand's claims of soil restoration, questioning the effectiveness of their measures and contrasting them with their long-standing brand philosophy of "respecting nature" [3][5] - Following the incident, the parent company of Anemone, Amer Sports, saw a notable decline in stock price, dropping 5.82% to $35.27, alongside reports of increased customer returns and a shift towards competitors [10] Group 3: Public Relations and Media Response - Both brands faced significant damage to their core trust systems due to a disconnect between public relations responses and media exposure of core issues [3][10] - The lack of effective communication and remedial measures through media led to sustained negative sentiment and actual business losses for both brands [10] - In contrast, the case of Haidilao's 2017 crisis management is cited as a benchmark for effective public relations, demonstrating how proactive media engagement can restore brand trust [14][19]