Background: since March this year, transnational big brand began in the country suffered a series of trouble, first Heinz, McDonald 's, KFC "hull" of Sudan is a number, and then binding the consumer v. SK-II is mixed, Unilever was instant tea contains excessive fluoride. In late March, Johnson's baby again broke out amazing insider, their products are noted with paraffin oil and other harmful substances, Johnson did not deny this. India Maharashtra State food and Drug Administration's claims that tested, not only in the Johnson baby oil found on infant harmful paraffin oil constituents, but also in other Johnson products were found in the "on infant harmful mineral oil and chemical composition", and has asked the United States Johnson company cancel part of the product's "baby use" flag. At present, the Chinese health authorities have investigated. Although findings is unknown, but these events related to the safety of life, considerable public concern. A "crisis of confidence among multinational brands" are spread.
1. crisis highlights three issues many multinational brand collective has the quality problem, such a large scale outbreak is accident? our visibility and analysis will find, is not accidental that transnational corporations or fact that multinational corporations, these products are not only in today on the market, quality problems actually persist. Just past these multinational companies, was to cover up a layer of aura. Today, this layer of Halo has begun gradually fade, began to return to the real.
In fact, recently, there has been an international brand "collective crisis" phenomenon started a wave after wave of emerging, such as Honda's wedding door event, Nestle and Kraft products containing genetically modified event, Carrefour sold counterfeit moutai event, McDonald's toxic oil event, consumers sue Coca-Cola beverages under the Park to join "benzoatis" event, and so on, just recently showed a peak of the outbreak. As long as there are quality problems, the outbreak of the crisis is a necessity, just time morning and evening.
Behind those events highlighted three main issues: first, transnational brand has long existed for Chinese consumers. There is a saying is: best of products sold to Occident, second-rate products remain internally, only three flow products sold China and other developing countries. Such as Nestlé, back in 1999, the United Kingdom company Nestle has already committed to the consumer, will, as far as possible, in the United Kingdom provide non-genetically modified foods. Germany Nestle also expressed the commitment will ensure that its sale in Germany of Nestle food does not use genetically modified raw materials. Then, Switzerland, France, Brazil and other countries of the Nestle company also make appropriate commitments, a small number of products containing genetically modified organisms will clearly identify, with respect for consumers ' rights and the right to choose. Compared to Nestle for Europe and the United States market attention and fast reaction, Chinese market, it is "slow". In China sold a lot of genetically modified foods are not attached to any identity that Chinese consumers will unknowingly eat into the GMO containing Nestlé products. Nestle in Europe and China to perform a different standard.
Second, the brand has been enjoying the "trans-national treatment." In fact, from the beginning of the entry into the Chinese market, these cross-brand has been enjoying the "hyper-national treatment." Some multinational companies are not aware of the problems, but because of the huge market gains, as well as the lack of supervision, and only when the crisis suffered exposure before your hands. In fact, many of the multinational brands are obviously unlawful advertising, which in advertising circles has become the consensus, such as Procter and Gamble's bilang bleaching stain laundry detergent, sack mark: can remove 99.9% of bacteria. This clear violation of the relevant provisions of the advertising method: function in product advertising, not digital. In addition to these digital advertising and comparative advertising, there is a clear violation of advertising law.
Third, the relevant laws and regulations is not perfect, the high cost of consumer protection, regulatory system clearly lagging behind, to a certain extent to the multinational brand opportunity. Some multinational brand seize these weaknesses, treatment in China sales product quality standards. Actually businessmen are more profits cost, if the violation is very low, but the price was very small, and, of course, will do, from the business perspective is actually quite normal. And supervision of dereliction of duty more contributed their luck. We see a lot of the source of the problem, not from the supervision of people's lives and health and safety departments concerned, but from the media or the detection of foreign authorities, such as the Johnson baby products containing toxic constituents of the event, originally from India Maharashtra State food and drug administration of the test, and then spread to China. Sudan red event also began in the United Kingdom announced a nationwide recall with a possible carcinogenic industrial pigments that "Sudan Red 1" of hundreds of brands of food. This makes people think deeply.
Second, ignoring the cause confidence crisis after crisis, we see that transnational brand are consistent as they flaunt in textbooks, proactive, objective, wealth to the skills to solve all problems, on the contrary, we see a pushback, apathy, high above the ugly image. Throughout the crisis, multinationals in China market crisis, have one thing in common: when the event occurs, these enterprises, without exception, is not considered to be taking the negative responses.
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