On April 6, 2010, KFC China launched a "Great Tuesday" three-round flash sale event. The take-out family bucket originally priced at 64 yuan was available for just 32 yuan, sparking nationwide enthusiasm. However, when consumers showed up with the hard-earned half-price coupons they had secured online, KFC unilaterally declared them invalid. KFC China issued a statement explaining that the reason for canceling the promotion was that some of the coupons were counterfeit, thus nullifying the discounts. Netizens dubbed this incident KFC's "Flash Sale Scandal."
Integrity has always been a major issue for well-known enterprises because if small businesses are not trustworthy, it doesn't significantly impact numerous customers and therefore doesn't attract much attention or importance. Yet, why do some renowned enterprises, even multinational chains, dare to go against public sentiment and renege on their promises? It’s because after weighing the pros and cons, they believe they can afford to offend customers without serious consequences. Many media outlets have said that KFC's flash sale discount was not worth it, but I think otherwise. To prevent such incidents from happening again, companies like these must bear the risk of offending consumers, just as Toyota had to recall cars and provide compensation in the U.S. Put plainly, there must be enough consumers who refuse to buy from them!
How can there be enough consumers to resist them? Three conditions can achieve this: First, in the catering market, multiple competitors capable of replacing KFC should emerge. In China, there are too few such competitors. Although KFC is not cheap and its food selection is not extensive, very few places can match its environment and service. Second, consumers must have sufficient awareness to unite and jointly resist. For contemporary Chinese people who are just beginning to embrace self-expression and individuality, gathering hearts together is no easy task. Currently, neither of these two conditions is mature. Third, laws and regulations must be sound, and regulatory authorities must intervene. We lack many legal aspects, and regulators may turn a blind eye to issues that don’t directly threaten lives. Any event's occurrence has its own fertile ground; we should not judge things by their surface appearances but delve deeper into the root causes. Integrity is not only a matter for enterprises but also a prerequisite for a healthy economic environment and normal enterprise development. When an environment where cheats succeed and good people suffer forms, who would still willingly adhere to integrity? Our various sectors offer too lenient an environment for dishonesty, lacking a spirit of zero tolerance. Imagine if there were no car recall regulations; certainly, more people would lose their lives in car accidents, and the automobile industry would never have developed to today's level.
The gap is the driving force; Chinese enterprises, the Chinese government, and Chinese consumers all need to make efforts. Just received news that Zhejiang Provincial Administration for Industry and Commerce, known for tackling tough cases, finally made Toyota give in and compensate Chinese consumers involved in the recall. Director of Zhejiang Provincial Administration for Industry and Commerce, Zheng Yumin, pointed out that rights protection is a national strategy, national competitiveness, building commercial civilization, and even maintaining human dignity. Rights protection for Chinese consumers must start from confirming rights. Zhejiang Administration for Industry and Commerce and Consumer Protection Committee must make Chinese consumers more dignified. The absence of systems, supervision, and consumer self-protection awareness are three major issues that require our profound reflection.
Height determines strength; regarding KFC's and Toyota's harm and disrespect to consumer interests, only by reaching Director Zheng Yumin's level of understanding can similar events in China possibly shift towards benefiting consumers, and China's market environment will be purified and improved!