The atmosphere in the office was a little eerie.

Xia Yu didn't say a word after coming in, turned on the computer to read posts and news on major websites, and his face was cloudy. At the same time, he took a pen and kept sketching on the paper.

The other three people sat on the side, occasionally discussing in a whisper, but they were all waiting for Xia Yu to come up with an idea.

Of course, Xiao Wenjing seemed to be a little curious, and she didn't know what tricks this little boss could come up with. Of course, she also knows about crisis public relations, and she also knows that these tactics are not uncommon in the current Chinese business market. But what about Xia Yu, who is only in his third year of high school, can he have some more surprises?

Zhang Mei came in to pour tea, felt that the atmosphere was not right, and pulled the door out without staying long.

After a long time, Xia Yu raised his head, saw that the three of them were looking over, and smiled indifferently: "Don't worry, this is also a hurdle that Polestar must pass to grow, fortunately, this time it is not strict, everyone will take it as a lesson." ”

Liu Mingsheng muttered in his heart: This is not a strict zhòng?

But there was a happy look on his face: "Is there a way?"

Xia Yu didn't sell it, walked to the edge of the sofa, pulled over a chair and sat down, and said: "There are actually two aspects to this matter, one is crisis public relations, but our after-sales part is really not well thought out before. In fact, this public relations crisis is obviously caused by the opponent, and it seems that it is not only the Patriots!"

Xia Mingde was puzzled: "Are you saying that they did it together?"

Although Polestar Electronics is a new company, this high-quality and low-price strategy is definitely cutting their hearts. The low-to-mid market is the most competitive, and I know several companies have new product plans, so it's only natural to snipe Polestar in the limelight ahead of time. ”

He continued: "Uncle, your test report is very timely, it can be used as a frontal counterattack; the contract of the other two network marketing companies cannot be stopped, the original cooperation has not expired, Mingsheng, you add another 100,000, concentrate on the next two days, with our other strategies, it is bound to fight back in public opinion." ”

The advantage of public opinion is very important, how can ordinary users have the ability to distinguish so much, and they are not carried away by the trend of public opinion? Xia Yu has already figured out that money in this area cannot be saved.

Liu Mingsheng is still anxious: "But they said they couldn't cope with it, and it was not enough to delete 100,000 yuan of posts on a large scale, and the price on both sides would start at 300,000!"

"You don't need to force the deletion of posts, just increase the intensity according to the original routine. As for the media level, I will recruit people to help and solve the problem through the news release of official channels. ”

This matter may have to trouble Auntie again, but Polestar Electronics has also accumulated some media resources before, and this time we must make good use of it.

For the regular media, unilateral revelations and doubts cannot make good news, and the response of the parties must be there, so as long as Polestar is willing to happen, no matter what is said, there will be media willing to publish it.

At this time, although the media has begun to corrupt, the basic credibility is still there, far better than ten years later.

He thought of something else.

Speaking of which, Polestar Electronics currently does not have a public relations department, not even a general marketing department. To run an advertisement, Liu Mingsheng, the vice president, has to contact people personally, and these two aspects have to speed up the recruitment, so it is really impossible to directly ask the headhunter to recommend it.

Xia Mingde was more concerned about another question, and a few more retailers called him, and he couldn't help but ask: "What about the after-sales service? These retail partners are almost unable to hold on!"

Xia Yu was also thinking about this question just now.

Objectively speaking, this aspect is indeed not well thought out before.

First, Polestar did take a trick in the drop test of the bare metal drop platform and deliberately avoided it. There is no way, they are all ordinary standard parts, and most of the assembly conditions rely on manual equipment, and the impact resistance is really poor.

In addition, there is too little consideration on the after-sales side.

Before the rebirth, the investment was mainly in the Internet, and there were one or two electronic companies that made wearable devices, and they were all junior startups that tested the waters and shipped goods through guò crowdfunding websites.

In fact, the after-sales service of consumer electronics products is generally solved by channels, manufacturers provide technical support, and individual large-scale enterprises have also set up their own after-sales service centers in major cities.

In this regard, ordinary retailers really do not have this strength.

However, he also had an idea, and after calculating a few numbers in his heart, he said: "We can't quench our thirst by our own water now, so we still have to make a surprise move." I have an idea, you listen, that is, as long as the goods purchased through our specified retail channels, and it is damaged in accordance with the regulations, we will let the local retailers directly replace the new ones, and then return the broken ones to the factory for repair!"

This approach was a bit shocking, and Liu Mingsheng and Xia Mingde were stunned for a moment when they heard it. Xiao Wenjing's eyes lit up: "Apple?"

Yes, this is how Apple will play in the future, but where have domestic users seen this now?

It's good to be able to repair the MP3 thing of the ordinary domestic brand for a fee, and the slightly bigger problem can not be returned to the factory for repair for a month or two, who can stand it?

Xia Mingde reacted and asked, "Have you ever considered how much it will cost......?

"Of course, there are limitations, only within one year of the warranty period, and up to three times. ”

"What to do with the goods that are returned to the factory for repair?"

"If you go to sell it again, it's just a price reduction, and the quality of the goods returned to the factory must be strictly controlled after repair, and then clearly marked as official refurbished goods, and the price will be reduced by 100 to sell, so you don't have to worry about not being able to sell it! ”

The more Xia Yu spoke, the more confident he became, and continued: "Uncle, have you forgotten the strategy we discussed before? Polaris K1 was originally the touchstone for the Polestar Electronics brand, and the real money depends on the follow-up high-end products!

The two-step strategy was settled, and several people began to divide labor.

Liu Mingsheng led the people in the marketing department to continue to monitor public opinion, report new changes in a timely manner, and maintain communication with the two marketing companies; Xiao Wenjing was arranged to draft a formal press release, and her level as a public relations officer was certainly enough. Xia Mingde called to reassure retail partners around the country and officially explained the new after-sales policy to each company.

As for Xia Yu, he called his aunt and had a deeper understanding of the media situation in South Vietnam, after all, this is the largest market for Polestar Electronics.

Soon, reporters from more than a dozen mainstream media outlets received notices from Polestar Electronics, and they expressed strong interest in the next "solemn response".

However, due to time constraints, Polestar did not plan to hold a formal press conference and arranged a group phone call.

Xia Yu decided to accept this interview in person, in his capacity as deputy general manager of Polestar Electronics.

Hou Fei is naturally among this group of invited media.

Polestar has been one of the focus of his attention since he last wrote a report on "small sampans against big tankers" in the 21st Century Economic Monitor, which was well received. The value of this company is not in its size, its status, but in the market disruption from the perspective of its business model.

In fact, after discovering the unusual movement this morning, he began to peel back the cocoon to find what was behind it. It can be seen that it is another common public relations competition, but the momentum is very strong, and the smashing point is very accurate, and he himself is wondering how Polestar Electronics can make a move?

At the headquarters of Patriot Yanjing, Zhao Tianxiang drank tea in the office and listened to the report of his public relations manager.

This person is a woman in her early thirties, dressed quite stylishly, and I saw her holding a document and saying: "The budget for this sniper is a bit high, and the reputation of the Polaris K1 on the Internet is quite good." However, when I took out those heavy documents, the other party was obviously weak. The follow-up of Chaohua, Onda and Lenovo is also very powerful......"

Zhao Tianxiang pouted and said: "Hey, Polestar is not the only one who is so threatening, speaking of which, our position in the mid-to-high-end market is far from being shaken by it! ”

"Then Mr. Zhao, do we have to follow up in the future?"

"Yes, Polestar hasn't reacted yet, you must personally arrest this matter for me, the budget of 500,000 is not enough, I will approve another 200,000 for you, plus those three can always suppress it, just hit the quality problem hard, don't give them a chance to turn over! Tomorrow I will see this Polestar big negative in the mainstream media!"

The PR manager smiled confidently: "Don't worry, didn't you say that Polestar doesn't even have a formal PR department, and the money is not even a TV commercial, and we have a good relationship with those media, and there will be no problems." ”

In addition to organizing some company press conferences and press releases, the public relations department of the enterprise also maintains a good relationship with the corresponding reporters of various media, at least there is a buffer room when there is a problem.

Of course, large companies will also hire third-party PR companies to help organize public relations and communication matters, which is efficient and professional, but the price is not very cheap.

Patriots naturally have them, but this time the shot was a private action, and they didn't get through them, and they also found the network marketing company directly.

As Zhao Tianxiang said, Polestar Electronics has been rampage in the market in the past half a month, and it is not Apple, Samsung, iRiver and other high-end international brands that have been directly destroyed, but even the impact of Patriot, Lenovo and other high-end positioning itself is not big, and the most uncomfortable is domestic brands such as Onda, Chaohua, and Innovation.

The public relations departments of these companies are familiar with each other, and they usually fight with each other, but in the face of Polestar Electronics, they still have a "tacit understanding" and have formulated a follow-up strategy.

Polestar's media group is scheduled for 2:30 p.m.

This was almost entirely a rush of time, as reporters from several evening and daily newspapers had to be taken care of when they were published.

Three of the more than 20 invited media are web portal science and technology channels, and the website editorial force is relatively weak at this time, but the timeliness is still stronger.

The questions in the interview were unsurprising, and basically focused on three aspects: what is the quality of the Polaris K1, how to solve after-sales problems, and what Polestar wants to play in the MP3 market.

Xia Yu didn't sell Guanzi either, because he was not at the scene, he directly explained the product certificate issued by the Yangcheng Electronic Product Quality Inspection Center, and faxed it to various media. At the same time, there are several photos of the production workshop adjusted to a good angle.

And when he announced the policy of "unconditional return and replacement of new machines" for Polestar Electronics' products, there was an exclamation on the phone!

What Xia Yu wanted was a strong effect, directly and vaguely pointed out a few companies, and said in the air, "Just let the horse come!"

Naturally, some of these media have good relationships with several major MP3 manufacturers, and soon after the interview, the public relations department of each company got the detailed standard of "unconditional return and replacement of new phones".

Patriot headquarters, Zhao Tianxiang saw this standard and shouted out directly: This T.M.D doesn't let others play, is Polestar Electronics crazy!

PS: Well, the first 30 is too difficult, and the urban classification is also overtaken by the back...... Everyone's firepower is already very fierce, but the enemy is too strong! Of course, Jiangshan will not give up. This book is written very seriously, but there must be problems, everyone is welcome to post a book review, and at the same time talk about the book friend group: 117349882. I would like to thank the friends of "Returning to the Garden" for their tips and messages of encouragement.

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