Brand Clothing "Drug-Related Door": Industry Standard Becomes Bottleneck

The cause of the accident stems from the results of the clothing sampling inspection announced by the Beijing industrial and commercial bureau in July 27th. Among the 65 unqualified clothing samples, seven wolves and JEANSWEST were listed.

Among them, a female POLO collar short T-shirt of seven wolves was found to be unqualified and misleading consumers. While JEANSWEST's short pants were detected with unqualified color fastness, it could cause clothes to fade and affect the use of clothes.

In July 28th, a number of media quoted the data from the official website of the Beijing industrial and commercial bureau, which caused thousands of waves. Seven wolves and JEANSWEST were pushed to the cusp of public opinion.

Because some media used the word "drug-related" in reporting, it can not help but remind people of the famous brands such as CHANEL, BURBERRY and DIOR in 2007.

As a listed company, the trend of the terminal market may affect the stock performance.

When the so-called "drug related" incident was announced, the stock fell 0.66 yuan on July 29th, down 2.01%, and fell 0.68% again in July 30th. It did not stop until August 2nd, but it also fell below the lowest price of the previous day until it was finally pulled up.

The development of things may have left the two companies unprepared.

In fact, among the 12 indicators tested, the two brands that are really harmful to people's health are formaldehyde, and decomposable aromatic amine dyes.

It is only part of the media in order to attract the attention of the two famous brands as "shells" to fight, who call them big trees to catch the wind! Of course, for a well-known brand, even if there is only a slight quality defect, it also needs to cause enough attention, and also has an inescapable responsibility.

The seven wolves who knew the rules clearly understood this.

The "public relations" approach it takes now appears to be quick and effective.

In July 29th, the second day when the situation was just in its infancy, many industry media received a statement jointly issued by the Chinese clothing association and the seven wolves. The statement said: the products produced by Quanzhou seven wolves sporting goods Co., Ltd. were all slightly exceeding the standard of spandex ingredients, and the remaining indicators were all qualified, which proved that they contained no toxic substances.

The statement then explained the spandex over standard, saying that this is actually a difference between the old and new standards. The batch "problem" products were manufactured according to the standards before 2007. The standards are still being implemented in the industry, and the new standards modified at the end of 2007 and 2009 have not been enforced, so the "problem" products of the seven wolves are in conformity with the old standards.

Under the official position, the development of events has gradually been "controlled", and the "crisis" between the seven wolves and JEANSWEST seems to have been resolved.

But this incident once again left people with inspiration: for example, crisis public relations, such as industry standards.

First, with the increasing number of information dissemination channels, the probability of enterprises facing "crisis" is increasing, especially for well-known enterprises, because their attention is greater than that of ordinary enterprises, so the possibility of exposure is greater. This requires enterprises to deal with problems in a positive and sincere manner while carrying out the crisis "public relations", instead of covering up and conflicting with the media.

Among them, with the help of the government and industry associations, the credibility department's explanation is more credible, and the correct and timely in-depth explanation is also very important, so that consumers can learn more about the truth of the matter.

Some past events also proved that when rumors spread fastest, the public was not fully aware of the incident. When people were going to erroneous speculation and speculation, once the public knew the ins and outs of the incident, it was often the rumor disappeared in the invisible.

Second, the lag and confusion of standards has been a "Scar" in the industry, which has led to a series of problems. The "drug related" incident of the two well-known enterprises is the best example.

In addition, the gap between domestic standards and international standards has caused many export enterprises to suffer from it. Recently, children's clothing brands have repeatedly been trapped in the "quality gate" of Europe, resulting in the "recall tide". The main reason is that the children's clothing produced by these enterprises can not meet the international standard requirements.

To Xiao Li, the standard question is about the product quality of an enterprise. To Dali, the standard question is about the image of an industry, and even the production competitiveness of a country, we should pay enough attention to it.