一、网络口碑成为企业竞争的核心资产 在数字化与社交化深度融合的今天，网络口碑已从企业的"加分项"变为"生存线"，越来越多企业将口碑管理提升至战略高度。这背后，是舆论环境、消费决 策、商业竞争的三重变革，而舆情监测与品牌公关，正是企业守护口碑、驱动增长的核心抓手。 当下，信息传播进入"分钟级"，用户评价、社交分享、媒体报道共同构成品牌的数字声誉，直接决定市场信任与商业结果。 1. 消费决策全面依赖网络口碑 舆情监测是口碑管理的基础能力，让企业从被动救火转向主动防控。 1. 风险前置，守住口碑底线 实时覆盖社交、短视频、电商、论坛等全平台，精准捕捉负面苗头、敏感信息与异常传播，在危机萌芽期介入，避免小舆情演变为品牌灾难。 2. 数据洞察，优化产品与服务 调研显示，超78%的消费者购买前会查看网络评价，83%的消费者会因负面评价放弃下单。好口碑自带转化力，负面口碑则直接造成客户流失。 2. 口碑决定品牌长期价值 网络口碑是品牌无形资产的重要组成，正向口碑可降低获客成本、提升用户留存与品牌溢价；负面舆情则可能引发信任崩塌、销量下滑，甚至影响资本市场 表现。 3. 舆论场从单向输出变为全民共创 人人皆媒的环境下，品牌不 ...

始祖鸟炸山、贾国龙对战罗永浩、行业巨头的成分危机……2025年品牌"翻车"不断，大家面临的不再拘于企业经营&利润层面问题，还有更广泛的公众沟 通和品牌信任挑战。 从表层来看，行业貌似迎来一个品牌公关事件高发期，需要更强的救火能力。但在一个事件发生后，很多企业又接连在不同的雷区蹦迪，甚至火越扑越 大。 消费行业在过去一年并没有出现预期的反弹，反而进入了更深层次的价值观考验。 这就不由让我们深思，除了公关能力建设，品牌老板的底层意识、整个公司在系统建设上，还可以真正思考和做些什么？ 带着这些疑惑，浪潮新消费在年前最后一周联合36家头部品牌开启了「2026新浪潮品牌公关共创会」。 活动上，品牌管理专家李倩从舆论新风向切入，深度分享了过去一年品牌"雷区"的核心特点，品牌公关面临的现实困境，如何在当前环境下构建品牌安全 战略和预警系统。 李倩曾担任腾讯新闻主编、青山资本董事总经理，以及创业做过C端、B端的品牌，具备投资、实业、媒体、营销等多元视角，也是多家上市公司品牌顾 问。这让她对品牌打造、构建品牌信任有着更本质和体系化的积累。 "信息和反馈正在出现一种前所未有的割裂和复杂情况。"在她看来，如今网络舆论七嘴八舌宣泄自 ...

Core Viewpoint - After 125 days of efforts, Xibei's chairman confirmed the closure of 102 stores, representing 30% of its total outlets, amid challenges in the prepared food sector [1][4]. Summary by Sections Store Closures and Employee Commitment - Xibei will close 102 stores gradually in the first quarter, ensuring that employee salaries remain intact and customer prepaid cards can be used at other locations [1][2][10]. - The company will honor commitments to customers who have booked New Year's Eve dinners by completing their last service before closing [2][10]. Internal Measures and Employee Welfare - Xibei has implemented internal measures to support employees, including a "complaint award" and psychological counseling for staff [5]. - Since September, the company has raised salaries for frontline employees by an average of 500 yuan per month, with reports of service staff earning nearly 9,100 yuan after deductions [5][10]. External Adjustments and Promotions - Xibei has made significant adjustments to its menu and pricing, including the introduction of new dishes and a large-scale price reduction on 40 items [6][8]. - Promotional activities have been launched, such as offering 100 yuan vouchers for in-store purchases and discounts on popular dishes [8][10]. Financial Performance and Market Position - Despite these efforts, Xibei's revenue in November was only 265 million yuan, less than half of the same period last year, indicating ongoing financial struggles [10][12]. - The company has faced a decline in store numbers since October, with nearly 10 closures in just one month [10][12]. Brand Image and Public Relations Challenges - The crisis was exacerbated by public relations missteps, including a failure to address consumer concerns effectively and a lack of empathy in communications [20][21]. - The founder's personal brand, once a source of strength, has become a liability as public scrutiny intensifies [23][24]. Industry Implications and Lessons Learned - The situation serves as a cautionary tale for the restaurant industry, highlighting the importance of balancing operational excellence with effective communication in the public sphere [24]. - Xibei's experience underscores the need for brands to adapt to changing consumer expectations and the impact of social media on public perception [24].

这两天，西贝创始人贾国龙朋友圈更新得十分频繁。 1月15日，贾国龙先是承认西贝将一次性关闭102家门店，又为合作商华与华创始人华杉"正名"。1月16日，贾国龙在朋友圈确认西贝公关副总裁宋宣已离 职。 三次回应，都离不开125天前的那场舆论风波。罗永浩的一句"几乎全都是预制菜，还那么贵"的吐槽，如利刃般刺痛贾国龙的心。 贾国龙愤然追击，与罗永浩硬刚，向公众开放所有门店后厨以回应争议，却没想到将西贝彻底推至预制菜的舆论旋涡中，贾国龙也遭遇了创业以来的至暗 时刻。 图源西贝官网 耐人寻味的是，这一次罗永浩也没放过贾国龙。"我这辈子也没有见过一个企业没犯别的错误，仅仅是因为被黑，就能倒闭的。"1月16日，罗永浩再次回 应。 贾国龙试图反击，表态在1月16日晚间10点，将针对罗永浩对西贝的重大污蔑诽谤一一回应。 最终，贾国龙和罗永浩的微博账号均被禁言，这场线上争议暂时被叫停。 为了自救，前段时间的贾国龙，似乎不再棱角分明，学会沉默，也学会反省自己，但如今来看，他真性情的底色没有变，也似乎没有学会公关。 贾国龙直言，西贝没靠任何人，拼了整整125天。"我是一个踏踏实实做了38年实业的人，为什么要懂公关？是不是这个世界上不 ...

Core Insights - The article emphasizes the importance of brand trust, which can be easily damaged by misinformation or misunderstandings. It advocates for a proactive approach to brand public relations, shifting from reactive crisis management to a systematic strategy for safeguarding and enhancing brand reputation [1]. Group 1: Monitoring and Response - Infoseek has developed a comprehensive monitoring network that scans over 80 million information sources across news sites, social platforms, forums, and short videos, providing 24/7 coverage [2]. - The system can identify 43 different emotional sentiments with an accuracy of 98%, allowing companies to capture potential risks effectively [4]. - Infoseek reduces response time from hours to minutes through AI automation, significantly improving crisis management efficiency [6]. Group 2: Crisis Management and Brand Trust - The ultimate goal of brand public relations is not just to eliminate negative impacts but to rebuild and enhance trust between brands and users. Infoseek employs a strategy of "negative cleanup + positive promotion" to improve brand reputation [7]. - After addressing negative information, the integrated media platform can quickly initiate positive publicity, leveraging a network of 17,000 media outlets and numerous niche self-media resources [7]. Group 3: Accessibility for Small and Medium Enterprises - Infoseek's "free + intelligent value-added" model breaks down barriers for small and medium enterprises, offering essential monitoring capabilities without any initial investment [9]. - The free version includes features like real-time alerts and sentiment analysis, allowing companies to monitor multiple categories at minimal cost [9]. Group 4: Predictive Capabilities - With advancements in AI, brand public relations is transitioning from reactive measures to proactive risk prediction. Infoseek utilizes big data and machine learning to forecast public sentiment trends and identify potential risks in advance [12]. - In a pilot project, the system provided a 10-day advance warning of a potential risk related to "pre-tea purchasing speculation," enabling a tea company to adjust its sales strategy accordingly [12]. Group 5: Comprehensive Solutions - Infoseek has redefined the logic of brand public relations through technological innovation, offering a full-spectrum solution from risk warning to intelligent response, helping companies protect their brand reputation while effectively communicating their brand stories [14].

Core Viewpoint - Xiaomi's recent attempt to collaborate with a previously hostile figure, "万能的大熊," has sparked outrage among its loyal fanbase, leading to public apologies from the company's PR head, Xu Jieyun [1][3]. Group 1: Background and Reactions - Xiaomi seems to be facing increasing negative sentiment and has attempted to win over critics, including "万能的大熊," who has a history of making harsh criticisms against the brand [3][6]. - The backlash from Xiaomi's fans is understandable, as they feel betrayed by the company's decision to ally with someone who has openly attacked them [6][8]. Group 2: Corporate Strategy and Missteps - The choice to engage with a media figure that has a deep-seated animosity towards the brand is seen as a significant miscalculation, as it undermines the loyalty of Xiaomi's core supporters [8][10]. - Xiaomi's identity as a fan-driven company necessitates prioritizing the sentiments of its loyal customers, who have historically defended the brand against criticism [8][10]. Group 3: Broader Implications - This incident highlights a potential crisis in Xiaomi's corporate values, as it appears to have deviated from its established principles, raising questions about the company's leadership and decision-making processes [10].

Group 1 - The public relations battle between Hua Yu Hua and Luo Yonghao has intensified, with Hua Yu Hua's founder making bold statements and refusing to apologize [3] - Zong Fuli has officially stepped down as the chairman and general manager of Wahaha, with Xu Simin taking over the roles while Zong retains a 29.40% stake in the company [2] - Evergrande's liquidators have achieved a significant victory by freezing $220 million in assets belonging to Xu Jiayin's ex-wife, which aids in recovering debts owed to creditors [4] Group 2 - The conflict between former Hubei billionaire Lan Shili and Golden Dragon Fish has escalated, stemming from a video that led to a defamation lawsuit, resulting in a court ruling against Lan [5] - The sudden announcement of a company-wide shutdown at Mohe Technology, a subsidiary of Great Wall Motors, has raised concerns about potential dissolution, with employees left uncertain about their future [6][7] - Vanke's bonds have experienced a significant drop, with some bonds falling over 20%, leading to speculation about the reasons behind this decline, including potential information leaks regarding bond extensions [9] Group 3 - Mandi International has submitted its IPO application, revealing a dominant market position in the hair loss treatment sector with a 57% market share, but faces concerns over high marketing costs and product controversies [10] - Qingyue Technology is under investigation for suspected financial fraud, facing the risk of forced delisting, which has led to a significant drop in its stock price [11] - Major state-owned banks have collectively stopped offering five-year large-denomination time deposits, indicating a trend of withdrawal from long-term deposit products in the banking sector [12]

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].