Core Viewpoint - The article discusses the public relations missteps of Xibei, highlighting how their attempts to address a crisis have backfired and drawn more negative attention instead of resolving the issues at hand [2][24][36]. Group 1: Public Relations Strategy - Xibei's recent public relations efforts included a controversial article featuring a child's perspective, which aimed to emphasize brand loyalty but ended up being widely criticized for its execution [3][5][27]. - The brand's narrative of a child's attachment to Xibei was perceived as exaggerated and disconnected from reality, leading to public ridicule [8][9][25]. - Despite the backlash, Xibei continued to push out emotionally charged content, which was seen as a desperate attempt to regain consumer trust [28][36]. Group 2: Market Context and Competitors - The article notes that Xibei's public relations challenges coincided with a shift in consumer focus towards food safety issues, particularly following a scandal involving another company, which could have provided Xibei an opportunity to pivot its narrative [30][34]. - The changing public sentiment, especially regarding food safety, could have been leveraged by Xibei to improve its image, but instead, the company chose to double down on its flawed PR strategy [31][34]. - The competitive landscape is highlighted by the mention of other brands, such as the positive reception of transparency in food sourcing, which Xibei could have capitalized on [30][34]. Group 3: Consumer Perception - Consumers are shown to be increasingly intolerant of brands that manipulate emotions without genuine engagement, indicating a shift in expectations for corporate communication [36][38]. - The article emphasizes that while consumers may forgive mistakes, they reject being treated as mere emotional tools in a brand's narrative [36][38]. - Xibei's failure to understand this shift has led to a perception of insincerity, further damaging its reputation [36][38].

Core Viewpoint - The recent public relations crisis surrounding Xibei has shifted attention away from the brand, but underlying issues remain unresolved, particularly regarding its operational practices and consumer trust [2][3][4]. Group 1: Brand Perception and Consumer Trust - Xibei's brand appeal is rooted in consumer perceptions of "safety" and "health," rather than just food quality, which has been compromised by recent controversies [2][4]. - The disconnect between consumer expectations for fresh, made-to-order dishes and Xibei's actual offerings has led to feelings of deception among customers [4][5]. - Despite the public's shifting focus, Xibei has not effectively learned from the crisis, continuing to engage in questionable practices [2][4]. Group 2: Management and Public Relations Strategy - Xibei is reportedly seeking to hire a "Brand Communication Director" and a "Legal Supervisor," indicating potential changes in its public relations strategy following the crisis [4][5]. - The founder, Jia Guolong, has made several emotional statements that have exacerbated the situation, tying his personal image closely to the brand and complicating recovery efforts [5][6]. - A recent internal communication initiative appears to reinforce employee loyalty to the brand, but may come off as manipulative or insincere to the public [6][9][10]. Group 3: Industry Context and Lessons - Many traditional businesses, including Xibei, lack a fundamental understanding of public relations, which can lead to ineffective crisis management [20][21]. - Other brands in the industry, such as Haidilao, have faced similar challenges but have developed more robust public relations mechanisms over time [21][23]. - A successful brand recovery requires leadership that is willing to delegate responsibilities to professional teams rather than attempting to control every aspect of public perception [23].

Core Viewpoint - The response from Xibei to accusations of being a "pre-made dish" by Luo Yonghao indicates a strategic misstep, as engaging in a public dispute can amplify negative associations rather than mitigate them [1][5][25]. Group 1: Public Relations Strategy - Conventional wisdom suggests that brands should respond to accusations to clear their name, but this approach can often exacerbate the situation [3][16][18]. - The case of McDonald's facing similar accusations illustrates that negative associations can be more damaging than the accusations themselves, as consumers may not need logical explanations to form negative perceptions [12][22][24]. - Xibei's public response to Luo Yonghao's claims inadvertently brought more attention to the negative association, reinforcing the connection between Xibei and "pre-made dishes" in consumers' minds [26][28][40]. Group 2: Alternative Approaches - Instead of engaging in a back-and-forth dispute, brands should focus on building positive associations and narratives around their products [29][32][40]. - McDonald's successfully countered negative perceptions by showcasing its commitment to health and quality through positive imagery and messaging, which could serve as a model for Xibei [33][34][46]. - Xibei should avoid mentioning "pre-made dishes" or "Luo Yonghao" in its communications to prevent further entrenching negative associations [37][39]. Group 3: Brand Building and Emotional Value - Effective brand management involves creating emotional connections with consumers, which can be achieved by consistently presenting positive narratives and imagery [47][76]. - By focusing on the quality and sourcing of ingredients, Xibei can shift consumer perceptions and reinforce positive associations with its brand [41][46][80]. - The concept of a "brand connection group" can be utilized to evoke positive emotions and associations, enhancing consumer trust and loyalty [50][76].

Core Viewpoint - The incident involving the "fastest nurse" Zhang Shuihua highlights the tension between personal aspirations and workplace responsibilities, leading to significant public backlash and brand repercussions for 361° [3][18][23]. Group 1: Incident Overview - Zhang Shuihua, a marathon champion, faced public scrutiny after her comments about needing time off to participate in races, which many perceived as inconsiderate to her colleagues [3][4][7]. - The backlash was swift, with social media users criticizing her for prioritizing personal interests over team obligations, leading to a viral controversy [6][8][18]. Group 2: Brand Response - Following the public outcry, 361° quickly severed ties with Zhang Shuihua, announcing the termination of their contract during a live stream, which was a strategic move to mitigate potential damage to the brand [9][11][14]. - The brand's decision reflects the current market dynamics where companies must act rapidly to distance themselves from controversies involving their endorsers [14][16]. Group 3: Workplace Dynamics - The controversy underscores a broader issue within the healthcare sector, where nurses often face overwhelming workloads and limited flexibility, making requests for time off contentious [19][20]. - Zhang Shuihua's situation illustrates the delicate balance between individual pursuits and collective responsibilities in high-pressure work environments, particularly in healthcare [18][22]. Group 4: Social Commentary - The incident serves as a reminder of the societal expectations placed on individuals to conform to workplace norms, even when pursuing personal passions [25][28]. - It raises questions about the need for empathy and understanding in organizational cultures, especially in high-stress professions like nursing [27][30].

Group 1 - The incident began on August 15 when a Swatch advertisement featuring an Asian male model making a "slanty eyes" gesture sparked outrage on social media, leading to significant public backlash within 48 hours [1][3] - The advertisement was removed from the Chinese, Japanese, and Korean websites, but remained on European and American sites, which led to accusations of double standards and insensitivity towards Asian consumers [3] - The topic gained massive traction on Weibo, with over 320 million views and more than 60% of the sentiment being negative within a short period [3] Group 2 - Swatch issued a brief apology of only 87 words, which failed to acknowledge the discriminatory nature of the advertisement and did not outline any corrective actions [13][15] - The apology was criticized for lacking sincerity and for not addressing the core issue of racial insensitivity, instead framing it as a misunderstanding or aesthetic controversy [19] - Unlike other brands that have faced similar controversies, Swatch did not commit to any remedial actions such as third-party reviews or employee training, indicating a lack of accountability [19]

Core Insights - The collaboration between brands and celebrities has become a prevalent marketing strategy aimed at enhancing brand visibility and market share, but it poses significant risks when crises arise [1][2] Group 1: Event Overview - LEGO announced a partnership with Mayday's lead singer, Ashin, on May 18, which initially generated excitement among fans and aimed to leverage Ashin's influence to boost LEGO's brand image [1] - The partnership faced a severe public relations crisis due to insufficient background checks on a KOL who had previously made negative comments about Ashin, leading to backlash from fans [2] Group 2: Industry Challenges - Many brands struggle to conduct thorough background checks on every KOL due to limited resources and a focus on short-term results, often relying on third-party agencies for KOL selection [3] - The lack of diligence in KOL selection can lead to significant reputational damage when negative associations arise, as seen in the LEGO case [3] Group 3: Crisis Management - LEGO's initial response to terminate the partnership was timely, but their subsequent communication lacked depth and sincerity, failing to address fan concerns adequately [4] - The incident highlighted the need for brands to prepare comprehensive crisis management strategies, especially when collaborating with celebrities [6] Group 4: Recommendations for Brands - Brands should allocate sufficient time and resources for KOL vetting, ensuring that selected influencers align with the brand's values and messaging [5] - It is crucial for brand representatives to personally review content from KOLs with significant followings to identify potential risks [5] - Developing emergency response plans is essential for managing unforeseen negative events, particularly in celebrity partnerships [6] Group 5: Lessons Learned - The LEGO and Ashin collaboration serves as a valuable case study for the branding and public relations industry, emphasizing the importance of meticulous planning and risk management in influencer partnerships [7]