一个奇葩客服，绊倒心相印

Core Viewpoint - The article discusses the challenges faced by Hengan International following the death of its founder, Xu Lianjie, and highlights the company's struggles with market competition, product controversies, and a need for strategic transformation towards high-end products [3][19][28]. Group 1: Company Challenges - Hengan International has been embroiled in controversies, including a recent incident where customer service offered "1000 yuan in ghost money" as compensation, leading to public backlash [6][7][12]. - The company has faced multiple product quality complaints, including issues with tissue paper and sanitary napkins, which have damaged its brand reputation [9][11][12]. - The company's revenue has been declining, with a reported 4.6% drop to 22.69 billion yuan and a profit decrease of 17.9% to 2.29 billion yuan in the last fiscal year [20][21]. Group 2: Market Position and Competition - Hengan International's market share has significantly decreased, with its tissue brand, "Heart to Heart," now holding only 11% of the market, lagging behind competitors like Vinda and Jieshou [20][22]. - The rise of new players in the market, such as DeYou and other niche brands, has intensified competition, particularly in specialized paper products [17][18]. - The overall market for paper products is experiencing a shift towards specialized items, with consumers increasingly favoring products tailored to specific needs [15][16]. Group 3: Strategic Transformation - Following the leadership transition to Xu Qingliu, the company aims to pivot towards high-end products and enhance its e-commerce presence [25][26]. - Hengan International has introduced new high-end product lines, including the "Fluffy Cube" tissue series, which utilizes advanced drying technology [26][27]. - The company is focusing on brand revitalization and finding new growth directions in the wake of its founder's passing [28].