Frbiz.com Reports Samsung Refrigerator Recall Events: Elimination Of Misreading Is The Key

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By South Korea's Samsung brand refrigerators regarding the impact of an explosion

, Samsung (China) Investment Co., Ltd. announced that the defrost system, flaws within the system may lead to short-circuit defrost, damaged refrigerator, in extreme cases may cause an accident, there are potential safety problems, decided to November 10, the right since June 2007 to May 2008 in South Korea during the production of RSH1STPE1, RSH1STSW1, RSH1VTPE1, RSH1VTSW1, RSH1ZLAW1 and RSH1ZTPE1 other six models of imported voluntary recall of double-door refrigerator.

It is understood that the above-mentioned six types of products are all imported from Korea University in China, sold approximately 32,000 units. Samsung (China) Investment Co., Ltd. is responsible for after-sales service is contained Cao Zhe, vice president In an interview with "China Business" interviewed said that in the sale of products in mainland China conducted a rigorous investigation and verified to confirm the incident in Korea, the product model does not sold in China, but the above-mentioned six types of products with a similar design and construction.

In addition to this type of notebook computer batteries recall, refrigerator in the home appliance market is still quite recall the first time.

Stress and injury

Cao Zhe was set on the 10th of this month left for South Korea headquarters. Before his departure, while accepting the "China Business" interview, he said, Samsung Electronics in this recall has undertaken a considerable pressure, but in order to create a better consumer appliance market environment, as a global consumer electronics company , Samsung Electronics also want to do to the Chinese home appliance market, the introduction of recall system attempt to person.

Samsung (China) Investment Co., Ltd. Marketing Department, informed, Samsung (China) Investment Co., Ltd. in order to exclude the hidden Chinese market as early as November 2, we decided to voluntarily recall, and had submitted its proposal to the State General Administration of Quality Supervision, Inspection hope that through free-site maintenance engineers in the existing products to add fuse to exclude the possible existence of hidden dangers.

According to Cao Zhe contains, at present in the Chinese market, Samsung (China) Investment Co., Ltd. after-sales service departments have begun to provide users with a free onsite maintenance service. In order to promptly get in touch with the user, after-sales service department will take as much as possible this way to contact the user, including through the purchase of customer information when you leave active links to the news media, has issued a recall repair.

However, in Korea, China, the recall has not be able to calm the storm. Some South Korean media that the concerns about product safety hazards, and can not disappear because of the recall. In the long run, that the product to enter the market prior to the need for "third party an additional inspection."

Reporters interviewed the domestic appliance industry marketing experts Liu-step dust, he believes that this matter would have been shaped by Samsung have an impact on brand image. "This type of appliance-type necessities of life itself is largely a mature technology, there should be such a problem far, regardless of the number of products recalled how much more or less will cause damage to the brand."

Let recall "upgrade" brand reputation

Overseas, the company's products must be recalled out of the question, otherwise the Government will punishment, and it was also seen as responsible corporate performance. However, at home, as they have for the recall of cognitive immaturity, so the overall feel that it is often a problem with a particular enterprise and, therefore, no longer trust companies.

China Electronic Chamber of Commerce chairman Luren Bo said China's market recalled more cars and food, household electrical appliances is the first. "Consumers are prevalent in such an understanding, that once the product recall, just like the manufacturer itself produce inferior products, and this understanding is wrong. And this knowledge will let companies create resistance to the implementation of the recall. Over time, companies will try to avoid recall, finally, even if there is perfect recall mechanism, can not avoid the hidden dangers in circulation of the products in the market. "

"Compared with the companies to hide the problem, dare to actively implement the recall of a public enterprise is it not more worthy of trust in it?" Cao Zhe set seemed a bit agitated.

Cao also shows the excitement of this is to recall how many companies are worried about the problem, not about consumers "to a bad place to imagine yourself."

In fact, the recall for any one business, a brand is a difficult choice, because a long time to build a brand image is likely to have been a fatal blow.

"We have seen many of the same products in foreign recall, but in the country did not. As a global brand enterprises in developed countries, developing countries should adopt the same criteria, from this point of view, Samsung recall for peers or with the nature of the business has some warning. "Luren Bo said.

For businesses, the recall is actually very simple pieces of things, but every time the face of the recall, but performed stressful. In addition to economic losses, the company's most worried about then what is it?

In the Lu Renbo eyes, for a component, even if there are economic costs, but also enterprises should bear the final analysis, companies worried about is the consumer's misreading. "Education of consumers will take time. Therefore, I remind the company recalled in the recall process, one should recall the time extension, and second, information disclosure should be a little faster, a bit deeper, after all, any of the Chinese market than foreign markets through it. "

Cao Zhe, said contained "The hidden dangers of quality brand will do harm, but Samsung would like to put the recall raised to reflect the Samsung consumer attention and responsibility. Samsung's hope that through positive and responsible attitude, access to all Samsung trust. Also in the implementation of China's recall of the same with Europe and the United States, enough to reflect the Chinese consumers on the importance of Samsung Electronics. "

Whether there is injury, depending on future market for answers. But for now, the recall can be considered fixed a long time to build confidence with consumers a recipe.

"We should not be affected by the contrary, may enhance the brand's reputation, after all, Samsung's brand reputation in the minds of consumers is still good to recall the decision taken so far should be regarded as acts of recalling the most positive experience." Lu Renbo said.

by: heiyou

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