30 spring bamboo
◎Rumors stop with the wise◎
"Mr. Xu, this is the total sales for this quarter. Among them, the new beauty products that collaborated with the sanitary napkin brand and participated in the sanitary napkin donation charity program have achieved considerable sales volume, with an increase of 216% compared to the same price range of new products in the same period last year. Currently, it has broken the record for the highest sales volume of all our company's products."
At this quarterly product summary meeting, all department heads were present and no one was absent. As is customary, Sales Director Cui Limin reported the quarterly marketing data to General Manager Xu.
Xu Huaihuai looked through the quarterly product data report that Cui Limin had submitted and saw the line at the end showing a downward trend, knowing that Cui Limin still had something to say.
"It's okay, go on." Xu Huaihuai nodded to her.
Cui Limin turned on the projector and presented her materials to everyone.
"The data collected in the materials you all have, including the report you have, Mr. Xu, was collected as of last Sunday, which is three days ago. We can see that there is a clear peak-shaped increase during this period."
"One part is the effect of holiday marketing campaigns, and the other part is recommendations from beauty bloggers and review bloggers on various social media channels. Now, I'd like to show Mr. Xu and all my colleagues some recommendation videos from bloggers with more than 100,000 followers."
"Hello, my fans! Today we're reviewing Xinxinyan Cosmetics' new Little Porcelain Bottle Foundation. First of all, I have to praise its packaging. They used bubble wrap and foam for double shock protection, completely avoiding the tragedy of foundation breaking when shipped in bare boxes. I don't want to wait several days only to receive a box full of leaked foundation and then have to contact customer service, which would be too much trouble."
"We've gotten a bit off-topic. Let's get back to our little porcelain bottle foundation. I think the packaging is very beautiful. The bottle is a gradient cream color, and its curved design makes it very comfortable to hold. It feels cool and moisturizing, and it has a good weight to it. Even when our hands are wet or have lotion on them, it's not easy to slip. Also, the pump is very easy to use. You can squeeze out one pump and get a full pump without any sticky residue on the pump. I personally really like this elegant and thoughtful design."
"Let's take a look at how it feels on the hand~ I've squeezed out one pump now, and wow, its texture is very light, and as you can see, it's very moisturizing. With a gentle push, it melts like cream. How about that, very natural, right? This is how it feels on the hand."
"Next, let's see the effect on my face. I've already used the lotion and cream, which are also from Xinxinyan. I personally think the moisturizing effect is good. If you're interested, you can watch my previous review videos. Without further ado, let's get started! I'm currently using Xinxinyan's Little Porcelain Bottle Foundation on my face. It's very natural and adheres well to the skin. I'll move the camera closer so you can see that even in oily areas like the sides of my nose, there's no smudging. This foundation is indeed very fine and doesn't look fake white."
"Base makeup is the foundation of the entire makeup look. A good foundation is key to a good makeup look. Of course, foundation is not like putty powder, and it will always have a limited lifespan. This is the result after wearing makeup for ten hours. As you can see, the makeup is still very intact, with almost no noticeable caking or oiliness. If we wear makeup for too long, our skin will also suffer. I think ten hours of makeup staying power should meet most of our social or work needs."
"I declare this little porcelain bottle to be my favorite this year because I am very satisfied with both its cost-effectiveness and quality. I have also provided screenshots of Xin Xin Yan's quality control and qualifications for everyone to see. For more details, you can follow the official website. In addition, there is another reason why I am willing to buy it. I found that Xin Xin Yan's new products this season are all involved in the sanitary napkin donation charity program. 5% of the profit from every order we consumers make will be donated to this charity program that supports women's sanitary napkins."
"This charity program is clearly listed on its official website. The number of recipients and the distribution of sanitary napkins are all clearly visible. As a female beauty review blogger, I think this is really great. Okay, that's all for this episode, see you all! If you liked it, please follow me! Feel free to type the products you'd like reviewed in the comments! See you next time!"
...
Several bloggers' videos mentioned that Xinxinyan's new product was involved in a public welfare program that sponsored women's sanitary napkins.
Xin Xin Yan's new product theme this season is "Autumn Sunshine," which includes a series of beauty products such as foundation, loose powder, lip gloss, and eyeshadow. These new products are all involved in a charity program that supports women's sanitary napkins. This was a suggestion that Xu Huaihuai made when reviewing the quarterly marketing plan. After discussions among senior management, the participation in the charity program was unanimously approved.
After the last video finished playing, Cui Limin switched to the next slide, "The blogger's video that I just showed you had a lot of supportive comments in the comment section, such as the screenshots shown on the screen now."
Cui Limin read aloud: "I'm the champion of Xin Xin Yan, girls help girls, let's go for a conscientious brand, and a top-tier women's brand! It's this kind of voice that has driven several sales peaks."
"However, in these three days, our sales peak experienced very unusual fluctuations, with an overall decline followed by fluctuating growth. However, according to statistics, the proportion of undelivered and mid-shipment refunds was as high as 40%."
"Up to 85% of the refunded orders were placed multiple times by the same user, and this group of customers are mostly newly registered accounts with a platform reputation score of less than 70. Mr. Xu, there is no problem with the quality of our products. I believe that our products are facing unprecedented malicious business competition."
Placing malicious orders from competitors and then requesting refunds midway through the process to increase a competitor's return rate is a common and unethical business tactic in the e-commerce era. This method can quickly and cost-effectively damage store data, increase operating costs, disrupt normal operations, and negatively impact a brand's reputation and image.
Xu Huaihuai was very familiar with such methods. In her original world, the company she worked for was the unfortunate rival that was being targeted.
What do you all think?
“I agree with Director Cui’s judgment.” Operations Director Cheng Shaoyun leaned forward slightly. “These past few days I’ve received a lot of feedback from frontline operations staff, saying that many consumers have inquired about whether the products are refundable, and…”
Cheng Shaoyun bit her lip, looking somewhat troubled. "I've already exported some of the conversation logs and sent them to you, Mr. Xu. You can take a look."
"I've seen it." Xu Huaihuai nodded. "What about the others?"
Other department heads also expressed their agreement with Cui Limin's judgment.
“I don’t think this is just malicious business competition,” Xu Huaihuai stood up and projected his phone screen onto the backdrop. “What Director Cui just mentioned is the intuitive data that our company’s back-end system can access.”
"But there is another part that we cannot ignore, which Director Cui just mentioned, and that is the voice of social media. I will now project a few posts for you, which are very fresh and were just published today, but they already have nearly a thousand comments."
Post title: Who exactly is buying Xinxinyan? What a pretentious brand! [vomit]
Post content: They're even donating sanitary napkins? It's all coming from the consumer; if they want to make money, they should just do it. Why use the guise of charity? If they really wanted to do charity, why don't they donate the company? What are they pretending for?
Comment #1 (Multiple replies): Yeah, I don't know why my girlfriend insists on buying these things. A small bottle costs hundreds of yuan, and she only donates a few yuan out of all her earnings. [Speechless]
Reply 1: My girlfriend is the same. I don't understand what she's thinking. All she does is buy things. I asked her to help me buy some equipment worth a few hundred yuan, but she refused. She's happy to buy things worth a few hundred yuan herself. Don't women have any concept of money?
Reply 2: That's just how girls are, they have no opinions of their own, they believe whatever anyone who wants to make money tells them.
Reply 3: Speechless. Last time my girlfriend asked me to buy her sanitary napkins. A few dollars' worth would be just as good, but she insisted on the expensive ones. She even mentioned a "pink tax" to me before. Isn't that just because she's spoiled?
Comment #2: Protect the original poster! What's the point of only donating sanitary napkins? Women can use them, but men can't. Isn't that discrimination?! What kind of girl helps girl? In palace dramas, what gender is fighting? [laughs]
Reply 1: I heard the company's top management are all women, which is strange. Don't these women have fathers? They weren't forced into prostitution by their fathers... They only donate sanitary napkins, not cigarettes or sex toys. Women have needs, but men don't?
Reply 2: It's just discrimination. Nowadays, women like to use genital massage.
Reply 3: I want to avoid this Xinxinyan brand. It's a rubbish brand that discriminates against women. If my future girlfriend uses this, we'll break up. Guys, go to this store, buy it, and get a refund. Let's see if this lousy brand will panic!
Comment 3 (Multiple Replies): Sanitary napkins? What's the use? It's a pure waste of resources. So many people are still starving, and you're wasting resources on these things. Women only bleed for a few days each month. My mom has never used sanitary napkins. Women these days are so delicate. [wiping sweat]
Reply 1: Bro, you didn't know that? Sanitary napkins are for protecting a woman's genitals. [winking emoji]
Reply 2: If that's what you mean, then I'll have to buy some for my girlfriend. Do you have any sanitary napkins with friction particles?
Reply 3: Yeah, the bleeding has only lasted a few days, and it can all be held back. Just pee it out when you pee. Women really make a fuss.
...
There was more than one such post, and the comments section was filled with vulgar and outrageous remarks.
Today's quarterly summary meeting is attended by the company's core management team, all of whom are women. They have dedicated countless hours to the company's development from its inception to its current status as a mid-to-upper-level beauty brand. Participation in charitable initiatives has been a consistent and ongoing commitment for Xinxinyan throughout its journey.
After Xu Huaihuai finished reading the post, the meeting room fell into a brief silence. Then someone stood up, glaring angrily.
"President Xu, this is deliberately stirring up trouble and creating a disturbance! How can you be so disgusting!"
"Yeah, you can barely find a single human word in the entire comment section!"
The outstanding and dazzling women gathered in the conference room were indignant, aggrieved, and saddened, but they did not become discouraged because of it.
Public Relations Director Gu Qi quickly came to a conclusion: "Based on the posting times, these posts appeared all at the same time, which is obviously organized and premeditated. They may be from competitors. However, judging from the comments section, I personally think that this user group is likely low-quality men."
"As long as we have no problems with quality control, they can only criticize the 'sanitary napkins' aspect. But in fact, donating sanitary napkins can help more women in need, which is something we can be proud of and have a clear conscience about."
“That’s right, but we can’t let them lead the charge and throw mud at us. The customer base for abnormal refund orders is very likely to overlap with this group of users, and both need to be addressed,” Cui Limin said.
Xu Huaihuai turned off the projector. "Let's proceed according to the emergency procedure first. Keep the return shipping fee covered, add purchase limits for the same ID on all platforms, temporarily close the [redacted] channel, report the abnormal order issue to all platforms, apply for access to risk order warnings and filter abnormal refund orders to avoid recording them in the store's quality indicators. Also, have the data department export the abnormal refund order data and submit it to the legal department for evidence."
"Should we contact Shengxun for public relations?" Gu Qi asked.
Shengxun is Ling Zhou's public relations company. Xu Huaihuai thought for a moment and declined, "No need. Let our company handle it internally for now. Report what needs to be reported and collect evidence where necessary."
"clear."
"In addition, Shao Yun would like to remind the operations team to be careful not to make any fundamental mistakes when communicating with users. If they encounter unreasonable or provocative users, they should submit evidence and block them in accordance with the platform rules to protect themselves. Everyone's workload may increase during this period. If there is any overtime, Chu Qing will pay three times the normal wage."
"OK."
"Any other questions? If not, let's adjourn the meeting here for now. I'll leave the rest of the time to you all."
Everyone left one after another, except for the financial director, Li Chuqing, who stayed behind. She had something to say.
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