Why do Mengniu product anchors insult consumers, and what is the problem?

The main problem is the quality of the anchor and the poor control of the Mengniu brand. It has caused a lot of damage to the brand and consumers, and this expensive and laborious live broadcast event can be said to be more than worth the loss. I don't know how the Mengniu brand feels about this self-defeating and thankless event.

Let's take a look at what the anchor said during the live broadcast. The anchor has repeatedly stated that he is a fan of Xiao Zhan, standing on the same front with all fans, and also said that he would buckle the brazier on the head of the black fan, if he is the family of the black fan, he will splash a basin of water on the black fan, make malicious remarks such as this, frantically lead the war and insult and attack consumers. This kind of behavior is really too much.

As a consumer, I personally have no tolerance for this kind of behavior. Nowadays, the rise of e-commerce, the rapid explosion of all kinds of short **, resulting in a large number of people pouring into the live broadcast industry, the quality of employees is uneven, and various live broadcast accidents are also emerging, full of a large number of vulgar, spoof and other factors, giving people a very bad impression, and this incident will also introduce idols, making things more complicated, it can be said that it forced the audience in the live broadcast room at that time to stand in line, and we, as consumers, should not be involved in such an incident at all. <>

Through the above expressions, we can conclude that the personal quality of the anchor is the direct cause of this live broadcast accident. However, if the brand has a good management and control ability and can find out the ability and quality of the anchor in advance, it is very likely to avoid this disaster, and if the brand's marketing department is able to pass the test, it will not let the on-site accident continue for so long, and at the same time, after the incident, the action of the Mengniu public relations department has not been seen, and consumers have not seen the sincerity and apology of the brand, and it is difficult to find any excuse for the brand. I hope that Mengniu can reflect on itself through this incident, learn and grow quickly, let us see their transformation, and save the image of some brands.

Probably because this person is unrestrained, to be honest, I didn't think I would say insulting things at the beginning, this is caused by insufficient professionalism, not being able to play on the spot, and not knowing how to alleviate the embarrassing atmosphere. In the end, he still has no professional ability and should be fired.

These two anchors are not from Mengniu Company, they may have been invited from other places, because their live broadcast room is not popular, and the anchor is a fan of Xiao Zhan, so this kind of person began to fight with Xiao Zhan's black fans, and publicly diss black fans, and the quality is bad. The biggest problem is that the conduct of these two anchors is too poor, and they are not self-aware, and it is also a problem that no one stops them.

It's the streamer's problem. He spoke without considering the consequences and was irresponsible.

Consumers pay more attention to the raw materials and ingredients of products, and functional consumption is more abundant and prominent, and products with high-quality nutrition, low sugar and more environmentally friendly products are widely popular. In terms of catering to young consumers, Mengniu expresses the trend concept and voice of the powerful new youth of the Z generation with the attitude of "daring to be younger".

Hello, I'm Ah Ming, a workplace mentor, and I'm happy to answer your questions. Mengniu's consumer attitudes are as follows: consumers in the disorderly mold section pay more attention to the raw materials and ingredients of products, the functional consumption is more abundant and prominent, and the products with high-quality nutrition, low sugar and more environmentally friendly are widely popular.

In terms of catering to young consumers, Mengniu expresses the trend concept and discourse power of the new youth in the Z era with the attitude of "daring to be younger".

What advice do you have for Mengniu Pure Milk?

Hello, my advice to Mengniu pure milk is as follows: Mengniu packaging in the supermarket is not as bright as Yili's color matching, and I feel that Mengniu and Yizhuwu Yuli are also a bit like disturbing rocks A lot of collisions, maybe they are competitors, then these two are really too similar.

I'm talking about a few more suggestions.

I have the following three suggestions. 1: Appropriately increase the salary level of salesmen, and build a scattered reward mechanism, so as to improve the enthusiasm and enthusiasm of salesmen.

2. Carry out management training for the company's supervisors to improve their management level. Three:

Do you have any suggestions for Western Regions Spring Pure Milk?

In addition to the "safety", Xiyuchun also has a relatively niche reputation, which is sold falsely and the nutritional ingredients are relatively lacking, after all, the protein content has not yet reached 3%. However, this lack is nothing in the eyes of people who pay attention to food safety.

In the previous live broadcast of Mengniu Zhenguo Grains, its anchor spoke many times, claiming that "I am Xiao Zhan fans, I stand on the same front with you (Xiao Zhan fans)", "Are there any black fans in the live broadcast room, I'll diss black fans", "I want to buckle the brazier on your (referring to the so-called "black powder") head", "If I were your family, if I were next to you (also referring to "black fans"), I would splash a basin of water on you" and other malicious remarks, and won the echo of Xiao Zhan's fans in the live broadcast room. <>

The Mengniu anchor directly attacked the boycotters who insulted Xiao Zhan in the live broadcast room and threatened Mengniu consumers, which is simply ridiculous. Mengniu was pushed to the forefront because of quality problems before, so that many people began to be dissatisfied with it, and said that they would buy local milk or bright, and now Mengniu's anchor directly began to abuse consumers in the live broadcast room, which can only be said to be worthy of aquatic products, and there is really no brain. <>

It is undeniable that Mengniu is a large enterprise in the dairy industry, and it has many fixed consumer groups, so it dares to be so unscrupulous, even if the production line of real fruit grains is boycotted, then it has other production lines of goods that are purchased by other buyers. However, for the victims of the Xiao Zhan incident, they will continue to play the ugly face of promoting Mengniu this time, so that everyone around them will know that this company has threatened to burn customers, which can destroy the market of Mengniu's potential consumers. <>

Mengniu did not take this incident seriously this time, and it was perfunctory, it felt that it could be in the dairy industry for thousands of years, but it did not know that there would be disasters, the quality could not be improved, and the service level was getting lower and lower, and in the end Mengniu itself suffered losses. Insulting their own consumers, I really can't imagine what this kind of company can gain a foothold in the market, Haidilao has a stack of negative news now, but the source of customers is still endless, isn't it because of the high-quality service that is deeply rooted in the hearts of the people?

Besides, Xiao Zhan's popularity has become now, Mengniu can still be so confident and not afraid of offending the public.

I think it's wrong for the anchor to insult consumers in Mengniu's special session, because after all, they are consumers, and only with consumers can they drive the development of products, so this is wrong.

I think this anchor is too lacking in moral quality and basic qualities, and he is also suspected of taking the lead in leading the war and provoking it.

I think the anchor should be very undeserved. Even if he is for the sake of the effect of the show, he can't insult consumers and make such jokes.

Mengniu's anchor's operation also drove people crazy, and he openly boycotted Xiao Zhan's black fans during the live broadcast, and said a lot of bad remarks, such as I am Xiao Zhan's fan, whether there are black fans, if I were your family, now next to you, I will splash a basin of water on you. In addition, the anchor came as soon as she opened her mouth to curse during the live broadcast, and I don't know who gave the courage or the anchor felt that no one on the network could supervise her? On the public platform, his profession is an anchor, but inappropriate remarks that come casually, can this kind of account still come out live broadcast?

At the same time as the online live streaming model is booming, all kinds of live streaming overturning, mismatched goods, and swiping orders and other chaos occur frequently, and the online live streaming industry urgently needs to be regulated.

While live streaming is becoming more and more popular, there are more and more problems. Aside from the brand position, the practitioners in the live broadcast room anchor industry are not precise in their words, deliberately lead the war, and the quality is uneven. Minors under the age of 10 must not be used to carry out advertising endorsement activities in online livestreaming marketing activities!

Merchants should also make clear requirements on the issue of choosing anchors, otherwise it will be worth the loss because the anchor's behavior destroys the brand reputation. Accounts that violate the rules, sell fake goods, counterfeit brands, and have unhealthy content in the live broadcast room on each platform should be blocked, and the users of the accounts cannot register accounts again.

In addition, the live streaming platform also has the responsibility to supervise, on the one hand, to supervise the quality of the goods, and at the same time, to take corresponding measures to protect the rights and interests of consumers in response to the behavior of some anchors who excessively exaggerate the actual performance and effect of the goods. It will not only regulate the age of anchors, live streaming behavior, product experience, etc., but will also establish a blacklist database of live broadcast industry practitioners.

The accumulation of fans is a long process, don't hurt your fans because of your inappropriate language, it is difficult to save your reputation if it is bad.

I think there should be some relevant regulations for live broadcasting, and the anchors should be constrained according to these regulations, so that the live broadcast industry can be regulated.

The management of live broadcasters should be strengthened, and the quality of anchors should be improved, and the words and deeds of anchors during live broadcasts affect many people.

Training should be conducted. Online e-commerce is the trend of selling goods today, and Mengniu's live broadcast selling is also following the trend, and the words and deeds of anchors should be regulated.

The best way is to formulate some laws and regulations for the live broadcast industry, so that their behavior can be better regulated.

The more obvious impact is the impact on product sales, and there is an invisible but more important impact, the impact on the brand image. The following is discussed in detail from these two points:

The most obvious change in the decrease in product sales is the decrease in product sales, I see many people say that because of the behavior of this anchor, they will not buy Mengniu's products in the future, after all, Mengniu has not been able to monopolize this industry, in the case of other brands to choose from, why should consumers choose a brand that is not disrespectful to the anchor? So this is bound to have an impact on the sales of the product. In fact, it is ridiculous to think about it, obviously the anchor was invited to increase sales, but because the anchor was not selected well, it affected sales in the end.

I think the impact on the brand image of the product is more serious than the decrease in product sales. For a company, a good brand image will bring many intangible benefits. For example, companies with a good brand image are more likely to gain the trust and loyalty of consumers, and investors will give priority to companies with a good brand image for investment.

After years of hard work, Mengniu has established a relatively good brand image, and we will give priority to Mengniu's products when buying milk. But after this incident, Mengniu's years of painstaking operation will be ruined. In the future, when we look at Mengniu products, we will immediately think of the anchor's insult, and we will not think about how good Mengniu's previous products were.

Some people may say, isn't there still someone who doesn't know about it, and then will continue to buy Mengniu products? Yes, there will be consumers who will continue to buy without knowing about it. But there will be no investor who does not know about this and continues to choose to invest.

With the rapid development of the anchor industry, many companies will find anchors to bring goods, but the anchors have not undergone systematic training, and some uncontrollable events may occur during the live broadcast, so it is also necessary to train the anchor before the live broadcast.

The biggest impact is the sales of the product, and secondly, it has an impact on the brand image of the product.

Even if there is a good brand, if it does not satisfy consumers, it will not be recognized by consumers, and the brand will always rely on the power of consumers to maintain.

Brand image can bring intangible benefits, a good brand image is easier to gain the trust and loyalty of consumers, investors will also give priority to enterprises with a good brand image for investment.

It will make consumers not want to use other products, because to a certain extent, if such an anchor is used, it represents the meaning of the brand itself.

Sales decreased. Because consumers also have self-esteem, Mengniu anchors insulting consumers will inevitably have a negative impact on their products, causing many people to stop buying their products.

It will definitely affect the sales of its products, there is nothing wrong with the anchor, you can't trample on the dignity of others casually, the consumer is God, this kind of behavior is smearing the brand.

From a consumer's point of view, the behavior of Mengniu anchors does not affect my desire to buy Mengniu products. First of all, the behavior of the anchor has nothing to do with the quality of Mengniu's products. It can only be said that Mengniu Company chose an unprofessional anchor to bring goods in the live broadcast.

Secondly, Mengniu products have a place in the hearts of the public. As a consumer with multiple purchase experience, Mengniu products give people a very good consumer experience, so it is difficult for a live car accident to influence whether consumers buy Mengniu products. <>

The beginning and end of this matter is like this, during the live broadcast, the Mengniu male anchor checked the real-time live broadcast with his mobile phone and found that the comment area calmed down. The female anchor who broadcast live together said that now only Xiao Zhan's true love fans are left. So the male anchor made a series of inappropriate remarks.

first questioned the black fans, and then attacked the audience. As a streamer, instead of promoting the product and maintaining a good image, he publicly publishes offensive remarks on a public platformThis shows that his professional competence is not up to the mark. Compared with the fact that the Ukrainian anchor who fell out of his teeth continued to anchor some time ago, we can find that the professional ability and professionalism of Mengniu anchors are indeed insufficient.

After this matter ferments, for the anchor, he is facing the termination of the contract, and the third-party company will definitely stop cooperating with him. For Mengniu, the anchor's behavior will affect their interests to a certain extent, but they will carry out a series of public relations operations to minimize the loss. For a business, it doesn't matter whose fans are, what matters is whether it will be a consumer, and an anchor who does live streaming and bringing goods directly diss consumers, which directly brings losses to the enterprise, and the company will of course choose to abandon the car to protect the pawn.

For public-facing jobs like anchors, you must ensure that your professionalism is passable, and you must always pay attention to your speech on the Internet to avoid social impact caused by inappropriate behavior. The network is an amplifier, and any misconduct amplifies the impact.