1. The background of the Beingmate milk powder issue
Since 2013, the milk powder industry on the market has been plagued by a series of scandals, including early melamine contamination and subsequent quality problems. These have reduced consumers\’ trust in local milk powder brands and also provided opportunities for international brands to enter the market.
Beingmate milk powder, as one of the well-known domestic brands, has also been questioned and criticized in these cases. So, is there any problem with Beingmate milk powder?
2. Problems with Beingmate milk powder
1. Quality issues
In early 2016, Beingmate was exposed to the fact that some of its products contained expired raw materials, and substandard products were flowing into the market. In addition, some consumers reported that the Beingmate milk powder they purchased had odor, agglomeration and other problems.
2. Marketing issues
Around 2013, as melamine contamination triggered nationwide panic and distrust of local brands, many local milk powder companies began to introduce the concept of \”importing\” and promoted their products through various means. Beingmate has also used words such as \”originally imported from New Zealand\” in its advertisements, but in fact its milk powder is not produced in New Zealand, but in.
3. Public relations crisis management issues
During the 2013 melamine contamination, Beingmate was accused of producing substandard products and performing poorly in handling the crisis. At that time, the company refused to disclose the test report and used various means to fend off inquiries from consumers and the media, causing great damage to its reputation.
3. The impact of Beingmate milk powder problems on consumers
Due to a series of problems with Beingmate milk powder, consumers\’ trust in the brand has dropped significantly. In addition, with the entire milk powder industry affected by multiple scandals, consumers are more inclined to purchase international brand milk powder.
4. How to improve Beingmate milk powder
1. Improve product quality
As a milk powder company, product quality is the basis for the company\’s survival and development. Beingmate should strengthen the management and monitoring of raw materials and production processes to ensure that product quality meets standards and promptly resolve issues reported by consumers.
2. Honest promotion
In terms of marketing, Beingmate should abide by the principle of honesty and trustworthiness and refrain from exaggeration or false propaganda. At the same time, companies should actively communicate with consumers and respond to their concerns and questions in a timely manner.
3. Establish a public relations crisis management mechanism
In terms of handling public relations crises, Beingmate needs to establish a complete mechanism to formulate plans for possible problems, take timely measures after a crisis occurs, and actively respond to inquiries from the media and consumers.
5. Conclusion
As a well-known brand, Beingmate milk powder has a series of problems. However, with companies actively improving and consumers making rational choices, Beingmate can still succeed in the market. At the same time, with the entire milk powder industry affected by multiple scandals, the government and regulatory authorities should also strengthen the supervision and management of the milk powder industry.
