The Euler good cat chip incident has been fermenting for nearly a month, and it is believed that there is no need to comb it. There can be many ifs - if Euler had not been named by CCTV, this may have been just a small quarrel between normal enterprises/consumers; if Euler had responded to the question in the right form at the first time, he would not have to endure a fierce networkwide condemnation...
But the real world does not have if, abandoning the growing rights protection sentiment of the car owner, only look at the core part of the real hammer: Euler Automobile did mention qualcomm 8-core chips in the early promotion of the product, and the good cat real car was indeed equipped with Intel 4-core chips.
These two points alone are enough to conclude the whole affair.
Obviously, Euler Motors is not without a chance to defend itself and save its image. But looking at the three important statements made by Euler between November 17 and December 9, they can be roughly divided into three stages: "vague words", "non-human speech" and "just like this", pushing themselves into the abyss.
One step wrong, step by step wrong, if the Euler PR department did not fully perceive the difference in the use experience brought about by the difference in chip performance when dealing with the public opinion crisis, it is ignorant and ignorant; then to the third statement on December 9, it is not difficult for all the viewers with normal reading ability to read the meaning of the large-scale enterprise classic downward looking down and cold treatment between the lines.
Euler Motors made three statements
When the old three steps are completed, the new three steps are likely to have no follow-up, and Euler Automobile at this time has a bit of the anti-defense temperament of the victim of the Internet storm: "I have released the goodwill to the greatest extent and provided high-cost solutions, but the user does not buy it, what do you want me to do?" ”
The performance of the terminal personnel is also intriguing, after the official announcement for the first owner of the good cat to add a lifetime warranty and 10,000 yuan charging rights, the circle of friends soon appeared now to chop the car can be wool propaganda, from such magical details and deep into the bone marrow of the traffic thinking, it is difficult to believe that Euler from top to bottom from the heart to take this incident as a lesson.
Of course, each party has its own small calculation, and the most critical part is whether Euler really had sufficient communication and discussion with stakeholder users before the previous statements and the launch of the rights plan. Have consumers made it clear that they accept the solution?
The latest statements and demands from car owners seem to give the answer: Euler's compensation scheme has not been recognized by most groups. Rights protection users have begun to accuse and refute the worthless rights package one by one, and at the same time expose the conditions for enjoying the vehicle warranty and charging rights and interests are extremely harsh.
Enjoy the conditions of the entire vehicle warranty
Enjoy the charging benefit conditions
Some owners want to return the car
Disputes between users and enterprises have always been results-oriented, according to past experience, the possibility of good cat owners asking for the return of the car or replacing the chip is almost zero, and they may not get any official response, and can only open a long road of litigation and rights protection. And no matter how hot the topic, there will be a cooling day, even if public opinion is often biased towards the naturally weak consumer side, for a long time, everyone has no intention of wasting time in a hot topic that is repeatedly pulled, and the Internet has no memory.
And Euler seems to be in a sad predicament, while considering the cooling of the whole network, while deleting and correcting the wrong promotional materials and copywriting, while guarding against malicious attacks by people with ulterior motives, but only missing the real communication with users. After being labeled as "the wrong goods" by the outside world, for new energy models such as Good Cat, which are not in the first-line echelon but are in an upward channel, it is tantamount to directly announcing the verdict.
A lose-lose situation.
Euler should reflect more on the fact that in the past two years, whether it is the earthy marketing that bundles the county and township women's markets or the self-objectification of "brands that love women more", there is actually no problem. But after enjoying the dividends of becoming a so-called user-oriented enterprise, why is it not willing to face the user's reaction with a more positive attitude, and choose not to communicate with the user in a reciprocal environment from the beginning?
At the root, it is still violent communication thinking that is at work.
Euler certainly has the right to refuse to bow to activist users. It's just that the growth of each consumer and the advancement of automotive technology are synchronized. In the past, car companies made mistakes, and they could use the spirit of craftsmanship to perfunctory, and did not have to be beaten up. But nowadays, not to mention the rights protection users themselves, even the off-site viewers, no longer receive information and emotions in one direction. The user who buys new energy vehicles has a strong sense of network, and the corresponding "black and white" mood is naturally more intense, and even if the brand is aggrieved and unwilling, it will have to pay several times the cost of maintenance in the past, rather than by 2022, and the effective interaction between users is still only left with mutual labels and cross-service dialogue.
Again, weakness and ignorance are not obstacles to the survival and development of enterprises, arrogance is. Generation Z user reputation is a beautiful and terrible thing, and it needs to be treated with extra caution.
Written by | Yuan Mengquan
The picture | the network
Edit | White Technique
Reviewer | Lan Qingqing
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