CNDSN12May16 (Oriental Outlook Weekly) you, you know Amway - a lot of hot posts on the network often begins with a sentence.

Chinese people first learned of Amway, also dates back to 1995. At that time most of the domestic supply of consumer goods in urban and rural residents are still relatively scarce. This year, the production of consumer goods for the main project of the Amway Corporation to enter China, and settled in the headquarters of the "reform and opening up the forefront of the" Guangzhou.

Over the years, Amway (China) Company (hereinafter referred to as Amway) from the city into the community, and then went into the town, at every step. In 2013, its sales in China reached 29.3 billion yuan, and employs more than 9,000 people.

However, the company's bigger, does not mean that its resistance to the rumor is also large.

Just delete the old new again

For Amway, the rumor is not new. "Been there, leaving the network rumors soar. Rumors large area of fermentation, when the microblogging birth should be started." General Manager of Public Affairs, Amway (China) Company HER Zhai Ming told the "Oriental Outlook."

2012, for the first time came "Amway protein powder transgenic" message on the microblogging. This year, with the popularity of micro-channel, rumors intensified. The second half of 2014, Amway began printed "non-GM" logo on the protein powder to show innocence.

Let Zhai Ming HER impressive there a rumor - various versions of "Amway boss is dead." Early in 2014, she continued to receive her friends asked: "? Amway boss dead eggs white powder"

Despite repeated official statement clarifying Amway, also took out third-party certification authority of the international organization, but with little success, many customers still request a return.

Zhai Ming HER rumors pointing to a row full list, said: "Some people say that the collapse of Amway, Amway water purifier cancer, media reported Amway is a chronic poison, and even two of the country are also discussing Amway ......"

Rumor, rumor deleted, has become an important part of her daily work. During an interview with our reporter, she had just removed more than 200 pieces of new rumors.

Zhai Ming HER told the reporter, a rumor, there will be tens of thousands of times a night, or even thousands of times the amount of reading, a serious negative impact on the business.

Amway has tried on its own strength to crush rumors, results difficult to achieve, only walking program, the submissions, and other results.

"Whenever the rumor came out, we will, micro-channel communication with microblogging." Both network platform has its own censorship, usually related businesses find themselves after rumors, to gather evidence for the first time, to the network complaints submitted material platform, audited by until finally deleted, you need a few days.

Often, however, the situation is just spent a few days trying to remove a rumor, a new rumor has emerged, and even climbed to the amount of reading list.

As of July 2014, the Amway Corporation statistics, the major platform for all kinds of rumors about the Amway and its products, to 4000.

One side is struggling to cope with the company, while the other side, Amway salesmen began to lose confidence. The first half of 2014, the negative impact caused by rumors of negative emotions, once peaked at Amway marketing personnel.

"Internet rumors more than one, they are not naturally curious, and even panic. To this end, we have done a lot of training for sales staff, asking them to be more patient to provide a reasonable explanation for the customer." Zhai said Ming HER.

Zhai Ming HER know, always passive in response, it is better to find out the source of the rumor.

At one point, the findings Amway is a driving force behind the bar rumor is recyclers Amway products. As he spread rumors, while buying cheap products from consumers; while they take the initiative to rumor, the Amway products at high prices sold to other consumers.

The truth is, indeed, for the battle HER Zhai Ming added some black humor.

Truth often run, but rumor

Zhai Ming HER mentioned before, the Internet rumor broke out in the open at the beginning of the microblogging platform, although a wide range of spread but the content is still controllable, "a new rumor came out, we immediately able to search."

In recent years with the use of micro-channel number increased year by year, the spread of the new platform is relatively closed to Zhai Ming HER and colleagues bring new challenges.

"Micro-channel circle of friends is spread among acquaintances, more 'credibility', as rumor marked with a layer of packaging. Also, rumors are mostly a publicity stunt with nationalism, but also the product hazard rise to extreme levels, which are exacerbated the harm efforts to rumors. "she said.

Amway products for the rumors, some content recurring. For example: "The United States has confirmed that transgenic toxic, Amway repeated use of genetically modified soybeans (4316, -48.00, -1.10%) manufacture of protein powder, which is playing with China 'genes war'."

"Amway produced water can cause cancer. Americans do not use the product used Chinese sales, which is the dumping of garbage products to China."

Zhai Ming HER opinion, in order to refute the former, you need to pay a high cost, in order to verify that the product is definitely not genetically modified crops and manufacturing. Amway did do it, "even though most consumers do not notice these details, do not want to hear you explain."

In order to clarify the latter, Zhai Ming HER come up with is called "the world's highest standards of water purifier certified" by the NSF to develop, and lists a number of authoritative proof, but the result is not satisfactory rumor.

"Truth is often run, but rumors." Zhai Ming HER repeatedly expressed frustration to the correspondents. Long suffered rumors troubled businesses far more than an Amway.

Why just one yuan compensation

After the product is found to recyclers rumor maker, Amway arrange to do research, organize a large number of network data, the final analysis, rumor maker also include Amway competitors in the direct selling industry and its dealers.

Zhai Ming HER that as many micro-channel public platform 2000 Amway rumor spread public numbers, there are nearly half the number of significantly more forwards, "and some even every Amway will turn."

"Cleaning supplies, health supplies, cosmetics, various industry competitors, Amway saw negative information on happy forwarding incidentally also attach their product launches." Zhai said Ming HER.

Amway began to seek legal means, but suffered a complicated judicial process.

Let Zhai Ming HER headache is the problem of territorial jurisdiction. "We want to sue a public micro-channel number on the public platform, then what is the location of the report at the manager, or the public release of the seat number, number of registered enterprises or public location? We found a report that many things are not clear . "

By the end of July 2014, Amway sued a public number, the court investigation, the compensation scheme is the defendant apologize and pay damages. Soon, the outcome of the trial court to the party. Faced with the decision, the defendant said that cooperation, in accordance with the requirements of not less than four months to make a public apology on its public number, and compensation for the loss of a dollar Amway.

Why is four months? Zhai Ming HER explained that the number of public reprinted many rumors against Amway, each volume has hundreds of thousands of much reading, "the negative effects of large, short-lived fad is not irreversible."

"We ask for a dollar compensation equivalent to not only win a symbolic action. High compensation of proof requires a long process, but it does not perform well." She said.

Amway Clearly, the biggest loss is tainted. Brand is no longer credible, the enterprise is a fatal blow.

2014, due to rumors over the network Pushing Hands, sued for defamation. For much more rumors troubled companies, this is just a beginning. ▲

(Original title: Amway tired PR: Rumors over one salesman also panic)

Editor: Xiaohong