Brand Housing Enterprises "Classic Case" Crisis Public Relations Who is Stronger?

Brand Housing Enterprises "Classic Case" Crisis Public Relations Who is Stronger?

The success or failure of crisis public relations is related to the reputation and loyalty of corporate brands. However, the occurrence of crisis events is unpredictable in many cases. As a housing enterprise, how to deal with the crisis in the first time has become a compulsory course for more and more housing enterprises. Below I will share with you the crisis public relations and classic cases of brand housing enterprises who are stronger, hoping to help you!

SOHO China Related Crisis Public Relations Case

Modern city "ammonia" incident promised to return a house unconditionally, and Pan Shiyi tried to pull the crisis out.

On June 5438+ 10, 2000, some owners of Modern City reported that their rooms smelled bad. Later, Postmodern City contacted the National Environmental Protection Research Institute and Beijing Medical Research Institute successively, and finally found out the "ammonia truth" in March. At a regular meeting of company department managers in mid-July, Pan Shiyi decided to apologize to all affected households, accept the check-out and pay double interest on the house payment. Finally, Pan Shiyi asked the society for effective ammonia excretion methods. After Pan Shiyi promised to return a house unconditionally, no customers in Modern City proposed to return a house. Only two owners took Modern City to court and demanded compensation of several hundred thousand yuan. Pan Shiyi's unconditional check-out strategy not only calmed public anger, but also left a good impression on people. The "ammonia gas" incident in modern city ended with the sharp increase in the reputation and sales of modern city.

Dalong real estate

Beijing Dalong retired from the "land king" and refused to talk about it.

On June 20th, 2009, 165438+ Dalong Real Estate paid 5. 05 billion yuan, refreshing the "three materials" of Beijing's starting price, total price and floor price at that time. Since then, the popularity of Dalong Real Estate in Beijing has soared overnight. However, only two months later, due to unpaid land price, Beijing Municipal Bureau of Land and Resources suspended Dalong Real Estate's trading qualification in Beijing land market. On February 1 2065438, Beijing Municipal Bureau of Land and Resources issued an announcement again, canceling Dalong Real Estate's bidding qualification for the plot and confiscating the deposit of 200 million yuan. Suddenly, public opinion turned. The share price of Dalong Real Estate also fell from above 20 yuan to below 15 yuan, and most shareholders suffered losses. Some investors want to claim civil compensation, and Dalong Real Estate is suspected of violating the rules. From the spring breeze when taking land to the panic when the crisis broke out, even the shareholders' meeting was afraid to open. In just a few months, the farce staged by Dalong Real Estate was dumbfounded. Dalong Real Estate remained silent in this crisis. Except on the day of the auction, its director-general said that "the acquisition of this land was decided by the company after full preparation and investigation", and its senior management never accepted media interviews again. After Wang Di was taken back, the phone of his secretary-general has not been connected. When the shareholders' meeting was cancelled, his mobile phone was simply turned off. After the deposit of 200 million yuan hit Shui Piao, the continuous silence of the company's top management completely detonated the anger of the media and shareholders.

Lvcheng China

"Bankruptcy" Song Weiping burned the midnight oil.

At the end of 20110, the remarks about "Greentown Group is filing for bankruptcy due to capital chain problems" broke out. 165438+1In the early morning of October 2, Weibo, the official of Greentown Group, issued an official response of "filing for bankruptcy", and Weibo attached an article written by Song Weiping, the chairman of Greentown Group. In this 1400-word article, Song Weiping said that it was "a cold humor" to say that Greentown filed for bankruptcy. Since then, some well-known entrepreneurs have also supported Greentown. At the same time, Greentown executives have also publicly expressed their rumors. Shou Bainian, its executive chairman, said in an interview with many media that "the statement of filing for bankruptcy is completely out of thin air and impossible." Fu Linjiang, executive general manager of Greentown Group, also stood up and answered many questions from the public. Subsequently, the news that Greentown Wuxi's new project "sold 450 million yuan in two hours" gradually subsided the rumors of Greentown's bankruptcy.

Vanke

Vanke, a tree that attracts the wind.

Donation door

Vanke's "donation door" in 2008 became a sad export because of the principle that charity should not be a burden. In the end, it evolved several times, which triggered a crisis of trust in Vanke. Wang Shi finally chose to apologize publicly. The "Donation Gate" incident had a great impact on Vanke. Not only did the share price drop sharply, but the brand value of Vanke also shrank by more than one billion yuan in a short time. According to industry rumors, Vanke urgently invited professional public relations companies to intervene. Wang Shi himself also posted 28 blog posts from May 12 to May 3 1 Sunday, 2008, most of which were in response to questions from netizens. It is said that Vanke has set up a special crisis management department, introduced a strict spokesperson system and a professional public relations company to provide strategies for marketing and crisis management.

Floor door

20 12 March, a news that Anxin flooring was "toxic" pushed many large real estate enterprises to the cusp of public opinion, and Vanke was involved in some projects because of the use of Anxin flooring products. Vanke quickly made a responsible response. Wang Shifa Weibo said, "If there is a problem, Vanke will take full responsibility." . At the same time, Vanke will also publicize the buildings that have used Anxin floor and send the floor for inspection. Vanke's respect for rights, life and responsibility in this "floor door" incident has a distinct specimen significance. A credibility public relations has attracted the attention of all parties.

Yajiangmen

A few days ago, @ Bu Zhi College wrote a blog post, "Will the world be fine? -I was beaten by Vanke Charity Team, which caused widespread concern. Bowen said that a Tibetan volunteer drove a pickup truck to the Tibetan area to deliver supplies to primary school students, and met the Chengdu Vanke Property Charity Team composed of several luxury cars, which had a scraping accident. The volunteer was beaten by the motorcade in the subsequent negotiation, and his 8-year-old daughter witnessed the whole process in the car. For a time, Vanke was caught in a "brand image crisis". Vanke also carried out "crisis public relations" at the first time. Vanke said that since the self-driving group was not accompanied by Vanke employees, it was temporarily unable to clearly restore the incident, but the company would actively cooperate to find out the facts and take responsibility. After investigation, Vanke said that the company did not do well in procurement inspection and activity flow management. Vanke is willing to undertake all due legal obligations, conduct a profound review of these volunteers and their families, and unconditionally apologize. Vanke expressed its willingness to do its best to cooperate with the aftermath of the incident, hoping to restore everyone's happy mood.

Country Garden

There is no crisis public relations in Malaysia Airlines incident.

Country Garden did not expect that it would become the largest real estate developer in Malaysia by virtue of a project in 20 13, but it would face the risks brought by the Malaysia Airlines incident in 20 14. The butterfly effect of the sudden loss of Malaysia Airlines has spread to China real estate enterprises in Malaysia. At the performance conference, Country Garden management did not express too much concern. When asked if there would be a price reduction promotion for the Malaysian project, the Country Garden Strategic Management Center did not give a positive answer, only that "Country Garden's current promotion activities in Malaysia are progressing step by step as planned". Another person in charge of Country Garden said that the impact of the emergency should not last long, and the company did not conduct crisis public relations on this matter.

agile

President Chen Zhuolin was caught in an "indecent assault case"

Chen Zhuolin, Chairman of Agile Holdings Board of Directors, is suspected of molesting a female secretary. On August 3, 20 12, after the company announced that Chen was detained by the police and released on bail pending trial, an organization issued a report on September 5, 20 12, warning that this incident may bring negative effects to Agile, including the arrears of RMB 4 billion. The incident of Agile executives molesting female employees caused the company's share price to fall, which triggered a corporate storm. From this incident, we should reflect on the self-discipline of the executives of housing enterprises and the strategic significance of corporate crisis public relations and brand management. Agile has been pushed to the forefront, and it was not built in a day. After investigation by various media, it is found that Agile has many violations, but it has never paid attention to corporate brand image building and crisis public relations management.

Evergrande

15% off is accused of putting on a show.

On May 5th, 20 14, Evergrande Real Estate (03333.HK) announced at the performance conference that all the real estate projects under the Group were sold at a 15% discount, and told the media: "This promotion is in response to the New Deal and for the company's strategic consideration, hoping to break the wait-and-see deadlock in the market." Affected by this news, according to Baidu's statistics, its network attention has increased greatly. Not long after, negative news such as "Evergrande 85 chose to make a show to deceive consumers" appeared in the network, which was reported by major websites, causing damage to the corporate image. Subsequently, Evergrande started the crisis public relations handling mechanism, actively contacted major news websites, and posted clarification notes on their websites to avoid further image damage.

Rongchuang

Sunac Greentown broke up peacefully.

"No matter how big the business is, it is just business." Sun Hongbin, Chairman of Sunac China, hit the nail on the head. After nearly half a year's separation and integration, in 20 15 years, the cooperation platform between Sunac and Greentown finally came to fruition, and both sides took what they needed and broke up peacefully. This three-year China real estate circle's most popular "series" has finally come to an end. In the early days, Sunac's entry into Greentown was not optimistic. Therefore, the resignation event, if not handled properly, may have a greater negative impact on Sunac brand. However, Sun Hongbin made good use of this incident and Weibo's decision to respect and support "Big Brother" no matter what. This "bitter plan" made people sympathize with him, accusing Song of "going out instead" and making public opinion support stand on Sunac's side. This is the law of compassion.

The crisis of brand housing enterprises, public relations knowledge and brand maintenance pressure are increasingly prominent.

As a powerful capital of enterprise competition, with the changes of consumer demand and market environment, the popularity, reputation, loyalty and market share of enterprise brands also change.

On August 12, a sudden explosion in Tianjin Binhai New Area once again pushed housing enterprises to the forefront. After the accident, many surrounding residential areas were affected to varying degrees. Vanke Harbour City Community, owned by Vanke, a brand housing enterprise, became one of the hardest hit areas of this explosion because it was only 600 meters away from the incident. In addition, Vanke's Golden Blue Bay and Gemini Community have also been affected to varying degrees.

After the accident, the real estate development enterprises involved generally felt aggrieved. It was obviously residential land in those days, surrounded by ordinary logistics warehouses. As for why it later became a dangerous goods warehouse, no one knows. In response to unexpected accidents, Vanke, a brand real estate enterprise, set up an accident emergency team. Liu Xiao, CEO of Vanke Beijing Company, rushed to Tianjin to lead Vanke Tianjin Company to participate in the rescue.

In fact, Vanke, as a brand housing enterprise, is not the first time to encounter a brand crisis. From the "donation door" seven years ago to the "floor door" three years ago, to the "Yajiangmen" a few months ago, and then to the "explosion door" this month, Vanke's respect for rights and life and its insistence on responsibility in dealing with various brand crisis events have a clear specimen significance for the public relations of housing enterprises' brand crisis.

Brand management strategy under crisis public relations is very important.

Compared with Vanke, some housing enterprises never seem to pay attention to the maintenance of brand image, which also makes such housing enterprises feel helpless every time they encounter a public relations crisis.

The "indecent assault" incident of Chen Zhuolin, Chairman of Agile Holdings, continued to ferment. The chairman of the company was detained by the police, and the agency downgraded his rating, which brought adverse social impact to the company for a time, leading to the decline of the company's share price and the company's turmoil. In this incident, as a real estate enterprise, the self-discipline of executives and the strategic significance of corporate crisis public relations and brand management are particularly important. Agile has been pushed to the forefront, and it was not built in a day. After investigation by various media, it is found that Agile has many violations, but it has never paid attention to corporate brand image building and crisis public relations management.

Let's go back to 165438+2009 10. Dalong Real Estate won a homestead in Shunyi, Beijing for 5.05 billion yuan, which refreshed the starting price, total price and floor price of Beijing at that time. Unfortunately, due to unpaid land price, Beijing Municipal Bureau of Land and Resources suspended Dalong Real Estate's trading qualification in Beijing land market, and confiscated 200 million yuan of deposit. Because the company did not conduct a public relations crisis in time, public opinion turned for a time, the company's share price plummeted, and the company's top management did not accept media interviews. After the deposit of 200 million yuan hit Shui Piao, the continuous silence of the company's top management completely detonated the anger of the media and shareholders.

With the frequent occurrence of brand crisis accidents in real estate enterprises in recent years, enterprises are required to carry out a series of activities, including brand external image maintenance and brand connotation upgrading, so as to provide guarantee for enterprises to implement brand operation, avoid brand aging, consolidate brand market position and prevent and resolve possible brand crises.

As far as brand crisis management is concerned, China Shipping, Vanke, Jindi and other brand housing enterprises have set up special customer service hotlines and complaint agencies for incidents and problems that may damage their brand image, established a perfect complaint handling mechanism, and created dual channels of operation and legal maintenance.

Three reasons for brand damage of real estate enterprises

From the source of brand maintenance pressure, the main reasons for the damage of corporate brands are as follows: brand housing enterprises have learned the lessons of previous real estate brand crisis events, and paid attention to taking corresponding measures to carry out brand maintenance activities to cope with the pressure of brand maintenance.

The first is product quality and integrity. Some real estate enterprises exaggerate product quality, decoration, supporting facilities and property services in order to promote sales under the background of fierce competition. After check-in, consumers find that there is a gap between facts and propaganda or there are substantial quality problems, which leads to dissatisfaction of buyers, repeated complaints from developers, and some contradictions even escalate to the court, leading to corporate brand crisis.

Secondly, the public relations of corporate brand crisis in the new media era is weak. After the negative events of the brand, people from all walks of life directly questioned the enterprise, which affected the future of the brand. Excellent crisis public relations can calm the public's doubts about the brand, help reduce the losses in the crisis and even turn the corner, and maintain the corporate image. However, in reality, some real estate enterprises lack brand public relations team building, can't consider problems from the standpoint of buyers, can't actively use the functions of new media, restore the cause and effect of crisis events quickly, honestly and responsibly, show the truth to the public, and take the initiative to assume due responsibilities, which makes public opinion form a one-sided situation in the unilateral hype of crisis events in various media, and the brand is deeply mired in a crisis of trust, thus endangering enterprise management.

Finally, there are collateral risks from brand portfolio. The corporate brand, sub-brand and entrepreneur's personal brand of many real estate enterprises are closely linked, and the brand combination not only forms a synergistic effect, but also poses a threat of loss. Some real estate enterprises have not received ideal results when extending their brands across industries, and the mistakes have spread to other products and the whole brand image, leading to consumers' distrust or even total denial of the brand.

In addition, some well-known entrepreneurs and even employees' inappropriate comments and personal immoral behaviors on some social hot events are also easily criticized by the media and netizens, which will damage the brand image of enterprises.

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