LV'S Inspection Led To Hangzhou Tower Brand Trust Crisis

There are some deficiencies in Hangzhou Tower's crisis awareness and crisis management skills, which may cause some consumers to go to other shopping centers due to their lack of trust in Hangzhou Tower.

In June 7th, the guide reporter received a hotline to ask why the Hangzhou Tower LV store closed.

Without any notice, people still haven't seen LV and Hangzhou Tower explain the incident after a week's closed door.

For the truth of the incident, there are many rumors in Hangzhou's local forum.

"Hangzhou Tower + fake", only one of the 10 related searches has nothing to do with the incident.

What happened?

Fake?

Or quality?

This week, there was a lot of discussion on the Internet.

But the truth may not be important.

On the 19 floor forum, the netizen's "8 floor dream" replies, "this is not a simple matter of legal goods, but also reflects the integrity of the business, not doing well, Hangzhou big (Hangzhou Tower) also involved."

Netizen "starhero" said, "has not believed this so-called official explanation, the curtain is too many, no longer in Hangzhou shop to buy is the absolute principle."

This is not the first time that Hangzhou Tower has been involved in the LV inspection. In December 2006, a total of 8 batches of imported sales of Hangzhou Tower were sold in a sampling inspection of the quality supervision of the Zhejiang industrial and commercial bureau, of which 6 batches were unqualified.

Louis Weedon (China) Commercial Sales Co., Ltd. Hangzhou Tower was checked by 2 batches, all of which were unqualified.

In May this year, the Provincial Bureau of industry and Commerce conducted a quality sampling test on the commodities of LV Hangzhou store.

The test results showed that some of the LV products failed.

According to the test result, the LV decided to decide whether to raise objection within 15 days.

According to the relevant regulations, if LV company objected within the prescribed time limit, the business department should recheck the corresponding commodities according to the requirements of the company.

If the re examination result is contrary to the initial inspection result, the initial inspection result will not be valid.

In June 6th, the last day of objection period, LV did not raise any objection.

To this end, the Provincial Department of Commerce and industry decided that its goods were not qualified, and immediately investigated and dealt with the unqualified products sold by the enterprise.

The LV Hangzhou Tower, the world's best seller, opened in 2004 and is 300 square meters. It is one of the best selling counters in the world in LV.

In 2005, the LV Asia Pacific working conference chose the address of the conference in Hangzhou. This is the first time that LV has put world class conferences in the second tier cities. The reason is that since the opening of Hangzhou Tower LV counters, it has ranked the top three in the country.

Italy women's wear brand PP has just opened for half a day, with sales amounting to 30 thousand yuan.

In the first year of the LAMER new cabinet, the price of 10000 yuan face cream was sold for more than 30 bottles.

In May 2007, on the eve of golden week (196,0.09,0.05%, bar), sunscreen was nearly extinct in Hangzhou Tower with 8 National single cabinet sales champion and the most abundant stock.

As early as 3 years ago, the average monthly income of the sales staff in cosmetics mall reached five thousand or six thousand yuan.

Estee Lauder sales staff earn up to 12 thousand yuan a month.

Lancome's sales staff had a maximum monthly income of nearly 15 thousand yuan.

Wang Shuguang: what other shopping malls can believe?

Wang Shuguang, vice president of Zhejiang Youth College and executive director of Zhejiang merchants Research Association: the commodity brand and the shopping mall brand are actually integrated, just like the two halves of the same circle, which depend on each other and interact with each other.

A brand problem in the mall will not only affect the reputation of the whole store, but also make consumers question the reputation of other brands in the same store.

Therefore, when a brand in the store is in doubt, the shopping mall must know the situation to the brand at the first time, give consumers a statement, what is the problem and why this problem arises.

Only by giving pparent information and letting consumers know the truth, consumers will not be lost, because any shopping malls may have problems, otherwise it will be a "chronic suicide" to the shopping malls.

This time point is very important. The higher the brand's popularity, the shorter the time to give a logical statement.

The Hangzhou Tower "LV closing" incident, Hangzhou Tower did not give a reasonable explanation at the first time. From the point of view of researchers, there are some deficiencies in the crisis awareness and crisis management techniques. This may cause some consumers to go to other shopping centers due to lack of trust.

Cherishing fame is like cherishing life. Once credit is lost, it will inevitably lead to business failure.

Before Carrefour, the recent Dior, and this LV, he saw that China's consumer market is becoming more and more regular and more rational.

Over the past 30 years, the expectations of Chinese multinationals in China have undergone subtle changes.

Low end basic interests are becoming increasingly difficult to justification for China's public opinion. Understanding, friendship and support come from more value-added cooperation.