Foreword
Miaojian Information Food Safety Public Opinion Monitoring Center released the "Monitoring Report on Major Public Opinion Events in China's Food and Beverage Industry in the First Half of 2022", which shows that the top 50 public opinion events that have a greater impact in the food and beverage field in the first half of 2022 have been sorted out.
"CCTV's "3.15" exposed the food safety issues of "Tukeng Pickled Cabbage", "CCTV's "3.15" exposed the fake vermicelli made from pure "potato"", "KFC's Duck Music Box was hyped" and other incidents were on the list.
The report shows that the exposure of “Tukeng Sauerkraut” at the March 15 party caused a shock in the food processing industry and became a major public concern in the food and beverage field in the first half of 2022.
"Food and Beverage" Issue 6
Author丨 Miao Jian Research Institute
Miao Jian Public Opinion Analysis found
In the first half of 2022, food safety, business management and corporate marketing issues ranked among the top 50 in the food and beverage industry Top three types of public opinion crises for sensitive public opinion events . Food safety issues were the main concern of public opinion in the first half of the year.
Events in the catering field are concentrated on the list, accounting for half of the country. Starbucks, Haidilao are frequently on the list.
According to the Miao Jian Information Public Opinion Case Library, sensitive public opinion on food and beverages in the first half of 2022 will present three major characteristics:
1, Food safety issues occur frequently , which not only affects industrial development, but also poses a threat to consumer health. Once exposed, it can easily become a major livelihood issue of social concern.
3.15 During the party, sensitive public opinion incidents increased significantly in March and April. Especially after Tukeng sauerkraut was exposed, public opinion on food safety issues became the main focus of public opinion in these two months.
2, Cases of celebrity endorsements or participation in operating catering companies, and "overturning" after attracting franchisees occur frequently , Chen He withdraws shares Xian Hezhuang , Hu Haiquan milk tea brand was exposed for tax evasion, Guan Xiaotong milk tea The defendant, actor Zheng Kai, hot pot restaurant was accused of plagiarism due to financial disputes.
The chaos in celebrity catering has had a negative impact on the catering market. Celebrity effect can quickly increase the exposure and influence of a company. At the same time, celebrity traffic is also a double-edged sword. The overturning of celebrity operators or spokespersons may bring disaster to the brand. Franchisees who choose to cooperate with celebrities should fully conduct preliminary inspections and public opinion risk assessments, rather than blindly believe that celebrity traffic can bring high income.
3, Enterprise marketing needs to be moderate, abnormal marketing, bumpy marketing , price loophole marketing and many other incidents are on the list, such as the KFC blind box, Kodak duck incident, promotion with the help of IP leads to food waste, substitute eating, etc. . Enterprise marketing should be moderate, strengthen the construction of its own management system, and have emergency plans for the public opinion risks of related marketing activities.
