Supor Non-stick PFOA Crisis Public Relations Case On July, 2004 1 1, the domestic media published a news: DuPont Company in the United States used a catalyst called ammonium perfluorooctanoate (also called C8) in the process of producing Teflon, which may pollute the environment. This is the well-known Teflon crisis. After the "Teflon" incident, Supor suffered a devastating blow in the domestic non-stick pan market, and its sales volume fell below 10%. At this time, some consumers filed a lawsuit against Supor's non-stick pan, which triggered the "Beijing consumers sued DuPont Pan" incident; After the incident,165438+10.2, there was another domestic media report: "Non-stick pan can't be used for acidic food", which once again set off a wave of doubts about non-stick pan ... For a time, Supor enterprises and even the whole non-stick pan industry were under the strong pressure of this series of "serial crises". Facing the severe test, the crisis response project team, which was established quickly, decided to adopt two strategies with the core idea of "opening media channels" and "industry dilemma" to solve this dilemma after analyzing the facts and communication laws. First of all, Supor communicates frankly and actively with the media and consumers through the media, and demonstrates his strict and standardized production technology and process through the media to stabilize the public and users' emotions with an objective and calm attitude; On the other hand, Supor actively communicated with relevant industry organizations and government departments to make the whole industry and market understand that this crisis is not only a crisis faced by Supor, but also an unprecedented difficulty that the whole non-stick pan industry must face together. All parties need to unite to solve the problem, communicate with the relevant government technical standards and quality appraisal departments and actively cooperate with the investigation, draw and publish authoritative conclusions as soon as possible, truly resolve the crisis and revitalize the industry. In the process of strategy implementation, the project team showed good execution and judgment of the situation, as well as good flexibility. After communication and efforts, the test results of AQSIQ in June 65438+1October 65438+March showed that PFOA residues were not detected in domestic non-stick pan products, which were widely publicized and spread, and were initially "rehabilitated" for non-stick pans; However, at the critical moment when the market is gradually returning to normal, the report that "non-stick pan cannot be used for acidic food" has once again aroused public confusion and doubt. In response to this report, Supor actively communicated and consulted relevant professionals. Lv Long, deputy director of Shanghai Institute of Organic Chemistry, Chinese Academy of Sciences, and an expert in organic fluorine chemistry, and other professionals made a strong rebuttal, giving consumers real and accurate information from a technical point of view. "Making acidic food in a non-stick pan is harmless to the human body." This storm has been well solved. 165438+1October 18 under the impetus of Supor, "China Hardware Industry Association" held a conference on "Quality Integrity of Non-stick Pot Industry" in Beijing, announced the results of non-toxic test of Teflon, and advocated consumers to use non-stick pot products with Teflon coating with confidence. Supor delivered the "Quality Declaration" on behalf of the industry at the meeting, and solemnly promised three measures to the consumers, wholeheartedly safeguarding the rights and interests of consumers and creating a new atmosphere of industry service. Subsequently, Supor won the lawsuit of "Beijing consumers suing DuPont Pot". At this point, the "Teflon" incident ended successfully, Supor successfully resolved many crises and led the non-stick pan industry out of the predicament. The crisis public relations faced by Supor broke out in July 2004 and was successfully solved in June 2005 at 5438+ 10. Six months later, it involves all provinces, municipalities and autonomous regions in China. The whole crisis has evolved, from DuPont Teflon crisis to Supor non-stick pan crisis, and further to the consumer suing Supor non-stick pan crisis. There are rumors that non-stick pan can't cook acidic food, and Supor's listed share price has fallen. It can be said that up to now, no enterprise in China has faced such a serious series of crises, which have been intertwined for several months, such as "crisis+crisis", "enterprise+product" and "domestic+foreign". In this rare situation, the project team closely combined the strength of industry, enterprises, market and media, communicated frankly and responded flexibly, and even saved the whole industry while saving themselves. This provides a classic case model and reference ideas for the crisis public relations of domestic related enterprises and products in the future.