In the eyes of many people, KFC does not claim that its soy milk is ground on site, and the "cry and beating" seems a bit unfair. Even so, the brand credibility that KFC has developed over the years and the price at which KFC soy milk is sold have, to a certain extent, induced people to make judgments about on-site grinding. This is like a gold shop that sells copper bars brushed with gold powder among gold bars. The price of the two is about the same, the appearance is about the same, and the weight is about the same. The public cannot verify the authenticity. At this time, although there is no direct propaganda that "rotten copper is gold", the public still buys it as gold bars. This approach, if not fraud, can be called misleading. KFC’s “soy milk scandal” is the core of the problem. Speaking of which, the Chinese name of KFC's trademark is well chosen. The word "德" contains the business spirit and conveys people's yearning for advanced management culture. What kind of company will be "Yum"? In the market dictionary, it should be those ethical companies. Modern enterprises, especially those that are doing well, have actually given up "capital has no morality" intentionally or unintentionally, and have embarked on the path of morality early on. Take KFC as an example. Respect for employees, respect for consumers, and the corporate culture built on them are important factors for KFC's success. And this is the content of virtue. The reason why people love KFC is because they feel the advanced corporate culture and the power of market ethics from it. KFC itself is well aware of this, and has always presented itself as a socially responsible company in the market. However, the emergence of the KFC "soy milk scandal" and the subsequent "dough fritters scandal" subverted KFC's image to a certain extent. Although some of the problems that KFC has encountered are not the most serious. But people cannot accept that how can a company that sells responsibility and morality be unethical? Now, the issuance of the open letter means that KFC has admitted to a certain extent that its previous practices were inappropriate. But KFC has neither apologized nor taken any action on this issue. For KFC, "German" should be a main ingredient in soy milk. Therefore, KFC cannot stop at publicizing soy milk. It should issue an open letter and an apology letter. It should say something to those consumers who drank soy milk powder in a vague way. This statement does not mean refunding money directly. There are so many people that it is impossible to count, and it is difficult to withdraw money. But can KFC give away profits within a certain period of time, or use its past soy milk profits for charity?