Agricultural giant since 1983

Chapter 274 Food Safety
Since the first ham sausage was produced in 1986, Chundu has quickly become popular all over the country. At its peak, its market share reached more than 29% and its assets reached [-] billion yuan. Seven of the ham sausages are Chundu brand.

Such a prosperous factory, why is it that almost no one has heard of it in later generations?There are many reasons for its decline, such as the competition from new brands such as Shuanghui and Wangzhongwang, such as the blind expansion of Chundu, and the merger of many companies in one go, resulting in indigestion. , Unfamiliar industries, as a result, these businesses were not done well, but instead dragged down the main business.

But the original reason came from this rumor. Chun was not willing to destroy thousands of tons of pork that had been burned by fire, but it caused a nationwide word-of-mouth collapse; from the northeast to Hainan, from Shanghai to Kunming, the rumors spread more and more. The more widely it spread, the more exaggerated it became, and the sales of Chundu directly plummeted.

When the rumors first started, Chundu Factory didn’t pay much attention to them. They felt that these rumors were too exaggerated and no one would believe them. By the time they realized it, it was already too late. The gates are crowded, the phone rings, and you can guess that it is a return without answering, and dealers from all over the country are also complaining.

Chundu was in a hurry at this time. They tried to crush the rumors and thought of various methods, such as inviting reporters to the factory to film the whole process of ham sausage production, or directly reporting the case to the Public Security Bureau. The reward for the first one who spreads the rumor to the local area is 30 yuan.

However, no matter how many methods they tried, they couldn't get rid of that batch of ham sausages that tasted bad. The sales of Panpan and Shuanghui's ham sausages have dropped a lot in some places.

But the taste of Panpan and Shuanghui's ham sausages is fine. After the rumors pass, the sales will rise again, but it will not be so easy for Chundu to turn around. Now the whole country mentions Chundu ham sausages, people Everyone will think of the words "human meat ham sausage".

The leader who proposed to use those fire-burned pork to make ham sausages is now a target of disdain in the factory. From the factory leaders to the ordinary workers, he would yell at him whenever he mentioned it. How did it become like this?The bonus is gone, the sales performance cannot be completed, and even the workers on the production line are idle, all these are his troubles!

That person can't figure it out, I just want to help the factory save some costs, why did it happen like this?However, when such a big incident happened, someone had to be responsible, and his behavior did violate the factory's rules and regulations, so he was forced to retire soon.

Those who supported him at the meeting at the beginning either took the initiative to apply for sick leave, or found a way to be transferred to other units. Most of them left the leadership positions of Chundu Factory. Even Gao Fenglai was punished and his bonus was deducted. And now he doesn't have the heart to think about these at all, his mind is full of the problem of how to reverse the image.

The biggest competitor suddenly appeared in crisis, and Panpan also held an urgent meeting to discuss how to take advantage of this opportunity. From the current point of view, the situation is still relatively good. Although the sales of Panpan ham sausages have declined in some places, due to the spring They were all trapped by rumors, and their sales were directly cut in half. Most of their lost sales fell into the hands of Panpan, so Panpan achieved an increase in sales in more cities. At the end of the final calculation, Panpan's total sales have come a lot. improvement.

When Hou Tao and the others were formulating the battle plan, they also put forward relatively optimistic expectations for Panpan's future sales. However, the current sales have risen to a level higher than their best expectations before the battle started, which is equivalent to It was won without a fight.

"Chundu is in big trouble now. We need to seize this once-in-a-lifetime opportunity to conquer the city as soon as possible and gain more market share. In particular, we need to contact more distributors before Chundu and win them all over. In the future, the taste of Chundu Factory will turn around, and without the support of these dealers, they still can’t beat us!” Hou Tao is very excited now, the better Panpan’s ham sausage sells, the more bonuses he will get.

The other middle-level cadres who were in charge of the ham sausage business in the audience were also very happy, and some of them were still whispering, "I used to think it was not good to build the factory in the county seat, but looking at it now, isn't it not beneficial! At least we The funeral parlor in the county is under the scale, and customers will know after a little thought that our ham sausages cannot be made of human flesh, because the supply of raw materials is not enough!"

"Stop talking weird things, you're making me want to throw up!" The destructive power of this rumor is too great, even practitioners can't stand it.

Hou Tao and other executives spoke separately and came up with a relatively complete solution. Li Lei was basically satisfied with the plan, but what he saw from this incident was not just the ham sausage problem, so he added two points , "This incident also sounded the alarm for us, telling us not to relax our emphasis on food safety at any time. If there is a slight problem in this aspect, the entire enterprise will face disaster."

The current Chundu ham sausage is like this, isn't it the same for flag-planting sauerkraut in the future?After decades of accumulation, the annual sales volume reached 35 billion. As a result, a few cigarette butts and a few earth pits were instantly destroyed, and the entire industry suffered a fatal blow!
Of course, all of this is purely what they deserve. These things should never have happened in the food processing industry. Li Lei has no sympathy for them, and even hopes that their fate will be as miserable as possible, because only in this way can other food companies be knocked. Ring the alarm bell so that they can increase the importance of food safety.

"All branches must conduct a thorough investigation to see if there are any potential safety hazards in our production process." Li Lei plans to combine self-inspection and assisted inspection. The branch of the company dispatched staff to conduct cross-investigation. People from the ham sausage branch investigated the instant noodle factory, and then the instant noodle factory went to investigate the jam factory. , so that the investigation can be more thorough.

"In addition, I plan to set up a new department - crisis public relations department! What is crisis public relations? In fact, it is a mechanism for companies to deal with crises. This department is very important in many foreign companies, but it is rare in our country! "

Crisis public relations specifically refers to an organization or enterprise learning, formulating and implementing a series of management measures and coping strategies in an organized and planned way in order to avoid or mitigate the serious damage and threat brought by the crisis, including the avoidance, control and resolution of the crisis. As well as the dynamic process of continuous learning and adaptation such as the revival after the crisis is resolved, it is more complicated to say, and Hou Tao and the others do not have this concept yet.

"When the rumor first happened, Chundu Factory actually had a chance to recover. As long as they can find out and pay attention to this problem in time, sincerely apologize to consumers, explain the reason, and recycle and destroy this batch of ham sausages. There will be no rumors of human ham sausage! Chundu Factory may lose a little bit, but in the long run, it will make consumers trust Chundu's reputation even more!"

Li Lei used the Chundu incident as an example to tell Hou Tao what they should do in crisis public relations. Once a negative incident is reported, the public will immediately become highly nervous and pay close attention. Believe in the speeches of the organization concerned, and be emotionally excited; second, rather believe what is true, not believe what is not, presumption of guilt; third, long for new information, chase new information, and believe that new information is true; fourth, make generalizations, Total doubt, total negation.

Beneath this emotional state of mind lies the public's calm value concern. What is the public's real concern?First, the interests of the victims, and thus the interests of the public itself; second, who is responsible for the interests of the victims and potential victims.

Therefore, in this case, the manufacturer must take responsibility at the first time instead of making excuses. Sophistry will only make the situation worse. Zhang Xiaoquan’s reaction after the garlic shooting incident proves this point. The problem, but in the end they put the responsibility on the consumers, and even said that a Michelin-starred chef never cuts vegetables like this, and he, a kitchen knife seller, wants to teach consumers how to cut vegetables. Isn’t this scolding?

As a result, Zhang Xiaoquan's reputation was completely rotten. On the contrary, other kitchen knife brands did very well. Wang Mazi directly broadcast a day's Paisuan, attracting hundreds of thousands of netizens to watch, and immediately went viral.

No matter whether the organization involved has a responsibility or not, whether the responsibility is light or heavy, announcing responsibility is the best choice to resolve the crisis. First, it can effectively and quickly calm the excitement of the public and avoid the danger of further intensification of the crisis. Second, it can restore the public's trust. Create a good public opinion environment for resolving the crisis.

To put it simply, you have to admit your mistakes before the public is willing to listen to your explanation. If it turns out that I was right and it was all the fault of the consumers, then no one will listen to what you say next!
"Sometimes the courage to admit mistakes will not cause the company to collapse. For example, Haier smashed the refrigerator a few years ago is the best case!" Li Lei gave them another example.

During the self-examination of the refrigerators in the warehouse, Haier found that 76 of them were substandard.

In response to this situation, some people suggested keeping it secret from consumers so as not to affect word-of-mouth; others suggested selling these refrigerators cheaply to corporate employees as benefits, because most of the reasons why these refrigerators are unqualified are the appearance that will not affect the use Scratch problem.

But Zhang Ruimin directly vetoed this proposal, led people to gather these refrigerators together, and was the first to smash them with a hammer in front of all factory workers.

This incident was soon published in the newspapers. Consumers did not feel that Haier’s quality was not good because of this, but they trusted Haier even more. Wouldn’t their willingness to destroy unqualified refrigerators prove that they attach great importance to product quality?So the Haier refrigerator caught fire soon.

The incident of smashing the refrigerator this time has also been regarded as a classic case in the industry, and even entered the MBA course of American business schools. The sledgehammer that Zhang Ruimin took the lead in swinging down was also collected by the National Museum of China as an important cultural relic of the reform and opening up, numbered : National Museum Collection No. 092.

"Those who are willing to do things, it is impossible not to make mistakes. As long as they don't do it on purpose, it doesn't matter. Such a comrade is still a good comrade! But if anyone is afraid of taking responsibility and concealing it intentionally, we Huinong will definitely not do such a person!" Li Lei also took the opportunity to beat them up.

Counting from the earliest Erdaowan farm, Huinong has been established for almost ten years. From a small farm with only seven people back then to a large group company with tens of thousands of employees, Huinong is developing by leaps and bounds. It has caught some of the bugs that big business recommends avoiding.

For example, seniority, mutual rivalry between departments, mutual evasion in case of trouble, etc., Li Lei took this opportunity to sound the alarm for them today. Some people listened to these words, and some people soon forgot , and this small difference is likely to determine how far they can go in the future.

The rumor incident at the Chundu factory not only allowed Panpan to win more markets, but also gave Li Lei a chance to rectify the internal situation, and at the same time let him find the topic to be submitted at the meeting next year.

Although the ham sausage incident this time is actually a rumor, and the ham sausage made with fire-roasted pork at Chundu Factory did not spoil the stomach, the food safety problem during this period was indeed serious.

Many practitioners who have no awareness of food safety have joined the food processing industry one after another. The competition in the food market is in a state of disorder and chaos. Food safety violations and crimes such as artificial counterfeiting and adulteration are increasing, and various new chemical inputs are also increasing. Widely used in food production.

Therefore, many food safety incidents have been triggered, but due to various reasons, the state only treats these incidents as individual cases, and has not come up with a unified solution and punishment measures.

Li Lei could see these problems before, but he lacked a channel to reflect them. Now that he has officially become a member of the Chinese People's Political Consultative Conference, he has the right to submit proposals. There are reasons to stand up and submit this proposal.

Li Lei doesn't have to worry about the specific plan, he has detailed information in his mind, whether it is the "Food Safety Law" issued by the country, or the regulations and policies issued by various relevant departments, he has the full text here, and he will bring it out to make changes when the time comes Just change it.

But how to submit this plan, Li Lei had a headache again. Fortunately, he had no shortage of candidates for consultation, so he picked up his mobile phone and called Xing Shuwang, planning to ask him first.

(End of this chapter)