Zong Fuli terminated Wang Lihong's operation in the "atmosphere", and people at that time could not understand it at all.
01
Wang Lihong was "exploded"
A thunderclap on the flat ground has long been commonplace in the entertainment industry in 2021.
On December 15, Wang Lihong announced his divorce and said he would not respond to anything.
In just two days, the development of events has changed significantly.
Late on the night of December 17, Wang Lihong's ex-wife Li Lianglei sent a long text accusing Wang Lihong of long-term domestic violence, prostitution, and addiction to gun racing... She was also used as a fertility tool.
The main messages are as follows:
1. Child aspect. Li Lianglei said that Wang Lihong hopes to have many children before having children. After having three children, Li Lianglei's mission of tool people was completed, and Wang Lihong said:
"Want to live a single life"
2. Handling things. After issuing the divorce statement, Wang Lihong only clarified the negative news about Li Lianglei for the unfavorable news, Wang Lihong said:
"It has been said in the statement that there will be no response, so it is not convenient to respond again"
3. Private life. Cheating after marriage, summoning prostitutes, gun friends.
If nothing else, the Language Teacher who used to teach Li Lianglei must have been qualified, and this little essay was written with tears and words. Netizens summed up that under Li Lianglei's accusations, Wang Lihong had a total of 12 crimes:
1. Li Lianglei and Wang Lihong were minors when they were minors.
2, in the case of having a girlfriend, call Li Lianglei at two o'clock in the middle of the night to let her go to sleep with her.
3, Wang Lihong's recruitment of prostitutes is true, Li Lianglei proposed to separate for this reason, and Wang Lihong repeatedly promised not to make mistakes again.
4, after the concert did not go home but ran to the gun friends all night carnival, take nude photos together, all kinds of licking.
5. After marriage, she also made a date with a married woman with children, and cheated on her husband together.
6, the Christmas party actually invited the gun friends to the home, Li Lianglei proposed that she felt uncomfortable, Wang Lihong was very angry; and even flew to the gun friends' homes to shoot cannons, at the expense of violating the epidemic prevention regulations.
7. Li Lianglei recorded the characteristics of Wang Lihong's prostitutes, several of whom resembled the staff around him (men and women are unknown).
8, the reason for divorce is to facilitate the date (afraid of meeting a girl you like, being photographed when dating, and then the girl is said to be wronged by the third child).
9. The child's birthday is absent, and important holidays are absent.
10. After the accident, I left myself alone and helped myself clarify, but I completely ignored the negative news of my family.
11. After marriage, Li Lianglei gave birth to three in five years, and then he cheated on himself normally in marriage.
12, Li Lianglei was forced to sign an unequal prenuptial agreement, and the money wang Lihong earned after marriage was also transferred very cleanly, afraid that Li Lianglei took advantage.
Suddenly, Wang Lihong's high-quality idol was set up and shattered to pieces.
Regardless of how many of Li Lianglei's revelations are true, in short, Wang Lihong was ruined in this public opinion storm.
02
Zong Fuli's "atmosphere" operation
The fastest response to each celebrity accident is the company that signs a contract with them to endorse, often issuing a termination statement overnight.
This Wang Lihong incident is no exception.
Among them, the fastest runner is Infiniti, which is also fast to sign and terminate contracts.
On December 15, Wang Lihong announced his divorce.
At 14:00 on December 16, the official announcement that Wang Lihong became the brand spokesperson of Infiniti.
At 19:30 that night, Infiniti released a new generation of new cars, Wang Lihong appeared at the online conference, and the divorce was publicly unveiled just one day, and there was laughter.
There is no doubt that Infiniti also wants to rub a wave of divorce hot spots, who ever wanted to mess up.
Late on the night of December 17, Wang Lihong's ex-wife, Li Lianglei, posted a long article accusing Wang Lihong of misconduct.
Infiniti worked overtime overnight, deleting the news and likes related to Wang Lihong at 1:22 a.m. on December 18, and announced:
Terminate the cooperative relationship with Wang Lihong with immediate effect.
Wang Lihong has thus become the "shortest-lived" brand spokesperson in history.
Subsequently: At 7:58 on December 18, Reading Lang Education Technology issued a statement: it has terminated its cooperative relationship with Wang Lihong.
At 9:53 on December 18, Chow Tai Sang Jewelry issued a statement: The advertising cooperation agreement with Wang Lihong expired on November 30, 2021, and the follow-up cooperation will no longer be held.
Many companies that have asked Wang Lihong to make endorsements have issued statements of "no longer cooperating".
Seeing this, I really can't help but sigh that two years ago, Wahaha "Princess" Zong Fuli announced that Wahaha terminated its 20-year endorsement partnership with Wang Lihong.
When Wahaha announced the replacement of spokesperson Wang Lihong, the public relations was very sloppy.
There are more voices on the Internet attacking Wahaha, and the public opinion issue is mainly based on "Wahaha's new leader crossing the river and demolishing the bridge" and "the black powder behavior of fans who can't be loved by big misses".
Moreover, Wang Lihong's team is also very conscientious about Wahaha, and has not raised the price, nor has he been the most popular. Therefore, Wang Lihong was also sympathized with a wave.
At that time, many netizens only thought of the first layer, who knew that miss Zong's operation was in the atmosphere, and avoided the public relations crisis in advance. I very much doubt that the big lady knew a little about Wang Lihong's private affairs and first gave the thunder to the list, after all, the news of people as the capital side is not a star and a half smart.
03
Wang Lihong and Wahaha
Since 1998, The Wahaha advertisement endorsed by Wang Lihong has been indiscriminately bombarded in television, newspapers and other media, and with Wang Lihong's advertisement, Wahaha has also grown into a household name brand.
Almost everyone will hum a few words:
Love you are equal to love yourself, Wahaha mineral water.
And that sentence:
The sun and moon in my heart.
For many people, thinking of Wahaha will think of Wang Lihong, thinking of Wang Lihong will also think of Wahaha, and the two are deeply bound in almost brainwashing advertising.
Until later, Zong Fuli, the only daughter of Wahaha founder Zong Qinghou, began to slowly take over her own beverage empire with her father, and the relationship between the two began to change.
Zong Fuli, who had just graduated in 2004, was already doomed when she stepped into a production workshop in Wahaha in Xiaoshan, and she would take charge of Wahaha in the future.
In 2007, Zong Qinghou gave her the first pot of gold of 10 million US dollars to start Hongsheng Beverage Group. According to the understanding of outsiders, this is a well-arranged career after Zong Qinghou, but it is not.
In the operation of the company, the two adhere to the model of "the father does not ask, the daughter does not ask for help". In the past 11 years, Hongsheng has also grown from a Wahaha foundry with only one beverage filling line to one of the top 500 Chinese private enterprises with a whole industrial chain, dozens of production bases, and even a personal brand, KellyOne.
Since 2018, Zong Fuli has returned to her father's Wahaha Group as the head of the brand's public relations department.
The new official took office with three fires, and the first one burned to his own spokesperson.
Zong Fuli chose not to renew his contract with Wang Lihong.
Subsequently, in a show, when she was asked how she viewed Wang Lihong, the spokesperson of Wahaha Pure Water for 20 years, she bluntly said that she did not like Wang Lihong and did not like this packaging.
As for the reason for the replacement, Wang Lihong is old and has aesthetic fatigue.
After this "blunt" remark flowed out, it not only directly sent it to the hot search, but also triggered the complaints of many netizens.
It should be known that the cooperation between the two sides has a history of 20 years, not to mention that Zong Qinghou asked Wang Lihong to be a spokesperson, which can be said to have created a legendary case in the marketing industry.
Wang Lihong added his self-created song "Loving You Like Loving Yourself", and the water bottle printed with Wang Lihong's head formed a chain effect.
In 2001 and 2002, Wahaha won the "CCTV Standard King" for two consecutive years by virtue of its huge success in marketing, and successfully stepped into the era of the 10 billion club.
In an interview with "Behind the Story", Zong Qinghou also said that when he accepted Wahaha endorsement, Wang Lihong did not have much fame, and Wahaha was his first endorsement on the mainland.
"We've contributed to his growth, and he's contributed to the sales of our products."
"Wang Lihong has more feelings for Wahaha, and it is already expensive to advertise to others, but it is still cheaper to do it for us."
Clothes are not as new as new, people are not as good as the past, there is really no feeling and it is impossible to endorse for 20 years.
But Zong Fuli's actions still have their own considerations.
Wahaha and Wang Lihong achieve each other and grow together, but they encounter a midlife crisis together. In fact, since Zong Fuli took over the position of brand public relations director in 2018, her first task is to update the brand image.
As she said, Wang Lihong is old; wahaha is also old.
In the history of domestic beverages, Wahaha has always made the Chinese people proud of their existence. At that time, Coca-Cola and Pepsi Cola entered the Chinese market, and how many domestic drinks fell, while Wahaha's very Coke could enter the US market. However, in the face of the current rising star, the Wahaha Group seems to be a little weak.
From 2013, Wahaha's revenue began to decline, and from 2013 to 2017, Wahaha's performance fell from 78.3 billion yuan to about 45 billion yuan, a decrease of 43%, almost waist cut.
Recently, the All-China Federation of Industry and Commerce released the "2021 China Top 500 Private Enterprises" list, although Wahaha continued to be on the list, but the company's revenue in 2020 was only 43.98 billion yuan, which was 5.29% lower than in 2019 and fell to a new low in 10 years.
The main reason is that Wahaha has not been innovated for too long, the classic products Wahaha AD calcium milk, Wahaha pure water are the products of the last century, nutrition express, iced tea is also nearly twenty years ago products.
Wahaha's goods can't be sold under aesthetic fatigue and taste fatigue.
From the former industry overlord to the current twilight veteran, the keywords of "rejuvenation" and "rejuvenation" have become the common expectations of the outside world for Wahaha.
On December 9, 2021, on the occasion of Zong Fuli's 40th birthday, the official website of Hangzhou Wahaha Group Co., Ltd. released the news that Zong Fuli was appointed as the vice chairman and general manager of the company.
This also marks that Zong Fuli officially took the helm of the beverage empire established by her father, and Wahaha entered the era of Zong Fuli.
In July this year, Wang Lihong, who had traveled with Wahaha, made his live selling debut, and the product sold less than 700 copies.
After the change of coach, can Wahaha break through under the leadership of Zong Fuli?