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Core Insights - Multiple brand marketing failures in September 2025 highlight the critical boundaries of commercial marketing, emphasizing the need for brands to adhere to fundamental principles to avoid backlash [1] Group 1: Authenticity as the First Principle - The internet's immediacy and transparency mean that any marketing action is scrutinized by consumers, making authenticity crucial [2] - Brands like Arc'teryx faced backlash when their actions contradicted their stated values, such as the "Respect for Nature" principle [2] - The West Restaurant incident revealed a disconnect between marketing claims and actual product offerings, leading to a collapse of consumer trust [2] Group 2: Consumer-Centric Approach - The most significant errors in brand marketing often stem from a confrontational response to consumer criticism rather than addressing concerns [3] - West Restaurant's defensive stance against criticism from influencers like Luo Yonghao demonstrated a disregard for consumer concerns [3] - Successful marketing strategies are characterized by a deep understanding of consumer needs and fostering empathetic dialogue rather than a didactic approach [3] Group 3: Social Responsibility and Value Consistency - The importance of social responsibility in brand perception has grown, with consumers prioritizing value alignment over mere technical compliance [4] - The controversy surrounding Arc'teryx's fireworks display in an ecologically sensitive area highlighted the need for brands to align their actions with their stated values [4] - The West Restaurant incident underscored the demand for transparency regarding food sourcing, reflecting consumers' heightened awareness of their rights [4] Group 4: Redefining Marketing Boundaries - The marketing landscape is shifting from a focus on traffic generation to value creation, with consumers increasingly valuing genuine brand worth [5][6] - There is a transition from one-way communication to two-way dialogue, as consumers expect brands to engage in open and equal conversations [6] - The emphasis is moving from short-term profit to long-term brand value, with successful marketing requiring adherence to authenticity, consumer respect, and social responsibility [6]

Core Viewpoint - The company Xibei is facing public backlash due to a controversial article published on its official WeChat account, which has led to negative reactions from netizens [1][8]. Group 1: Article Content and Public Reaction - The article titled "7-year-old Maomao: I thought I would never eat Xibei again" tells a sentimental story from the perspective of a child, Maomao, who insists on dining at Xibei despite his mother's concerns about recent online criticism [1][6]. - The article was perceived as overly emotional and outdated in terms of public relations strategy, potentially alienating consumers rather than resonating with them [8]. - Xibei has since deleted the article, indicating a recognition of the backlash it received [1]. Group 2: Public Relations Strategy - The article's release during a time of scrutiny over Xibei's food quality and pricing was seen as a misstep; effective public relations should focus on actions rather than emotional appeals [8][9]. - The company’s internal communication strategy may have been misaligned with external perceptions, as the article was intended for internal morale but was visible to the public [8]. - A more consumer-focused approach, understanding the criticisms and addressing them directly, could have mitigated the backlash and improved the company's public image [9]. Group 3: Future Considerations - The company needs to prioritize product quality and service to regain consumer trust, rather than relying on emotional narratives [9]. - A shift in focus from self-referential communication to understanding consumer perspectives is essential for effective crisis management [9].