Today, Wang Lihong apologized again! At the same time, he also announced the suspension of work.
Originally, celebrity divorce is actually a common thing, and netizens are about to become numb.
However, this time it concerned Wang Lihong, a high-quality idol who had once exploded, and was also accused by his wife Li Lianglei of cheating in marriage, transferring property, and cold violence. Some netizens are suffering from idol collapse, and some netizens are eating melons, while making harsh accusations against these accusations.
A brief review of the incident.
On December 15, Taiwan media broke the news of Wang Lihong's divorce, and Wang Lihong's agent responded that according to his understanding, there was no divorce at all. On the afternoon of the same day, Wang Lihong posted a blog admitting that he had applied for divorce with Li Lianglei.
On December 17, Li Lianglei sent a response to the process of merging with Wang Lihong.
On December 18, Infiniti, Shushulang and Chow Dasheng published a blog to terminate their cooperation with Wang Lihong.
On December 19, Father Wang issued a handwritten letter, hoping that netizens would evaluate objectively. On the same day, Li Lianglei issued a long text in response to Wang's father's handwritten letter, and called on Wang Lihong to publicly apologize to her before three o'clock in the afternoon of the same day.
After that, Wang Lihong shared a long photo at 23:09 that night in response to this matter.
This collapse has caused a large number of casualties, fans, brand owners are the most impacted, of which Infiniti is the most miserable, Xiti one-day spokesperson.
The Wang Lihong incident, Infiniti was the most tragic
Looking at the collapse of the celebrity image, from a commercial point of view, the brand owners who endorse are the first to bear the brunt.
In this incident, Infiniti's response to the termination of cooperation was the fastest, but it still could not escape becoming the most miserable brand owner, watching its spokesperson collapse in one day and carry out a short cooperation.
This endorsement really has not yet begun, it is over, and the shortest-lived endorsement cooperation in history was born.
On December 14, Infiniti warmed up the spokesperson.
On December 15, Wang Lihong announced his divorce.
On December 16, it was officially announced that The Infiniti spokesperson was Wang Lihong. That night, Wang Lihong attended Infiniti's press conference.
On December 17, Wang Lihong was derailed.
In the early morning of December 18, Infiniti announced the termination of the partnership.
This time Infiniti was the first to terminate the contract, and it also gained a certain degree of discussion.
Netizens are very satisfied with the "get up in the middle of the night to cancel the contract" and call for dedication.
Counting this time, Infiniti has encountered the star "rollover" three times.
Famous for a collision with the "rollover star"
In the early years, Infiniti was known for its stars.
Born in 1989, Infiniti is a luxury brand owned by Nissan and only entered the Chinese market in 2006. At home, it became famous by a collision.
In May 2011, Gao Xiaosong was driving on the road after drinking alcohol, and a traffic accident occurred, causing four cars to rear-end, driving an Infiniti SUV. After that, Gao Xiaosong was sentenced to 184 days in prison.
In this accident, the trunk of the hit vehicle was seriously damaged, but Infiniti did nothing, and was called the most impact-resistant Japanese car.
Years later, as the first celebrity to be arrested for drunk driving, Gao Xiaosong's drunk driving incident is still remembered by everyone.
But this is not the reason why Gao Xiaosong overturned.
The real rollover was on a live broadcast in June 2020. The program is called "Celebrity Reading Masterpieces", which is a reading program jointly initiated by People's Daily, People's Literature Publishing House and Dragonfly FM.
At 8 o'clock that night, the live broadcast began on time, and the dialogue between the literati did not develop in the expected direction. Under the live screen, netizens have been scolding Gao Xiaosong, calling him in indecent words, and directly shouting "Roll!" ”。
In a scolding, the live broadcast was forced to stop, and the People's Daily was pressured to delete the weibo of the program's propaganda.
The reason why netizens are so excited is that Gao Xiaosong cannot explain clearly on the issue of nationality, and he has publicly published a large number of views that distort history earlier. These statements have made netizens complain about him for a long time.
In August this year, the entertainment industry ushered in a wave of "Clear Lang" actions, and Gao Xiaosong was also banned. His masterpiece "Xiaosong Strange Talk" could not be found, and the Xiaoshu Library, which he was the curator, was also closed.
Spokesperson Wu Xiubo was banned
The relationship between Infiniti and Gao Xiaosong may not be a real endorsement. But the cooperation with Wu Xiubo is real.
In 2013, infiniti Mid-Autumn Festival and Wu Xiubo launched emotional marketing activities, and successively carried out a series of marketing activities full of emotional experience, such as "Wu Xiubo Mid-Autumn Festival Dinner" and "Mid-Autumn Festival Virus Marketing".
In 2014, Wu Xiubo also visited the "Where Did Daddy Go" program group as the owner of the Infiniti car.
However, on September 24, 2018, actor Chen Yulin posted a long article in the circle of friends, directly exposing his feelings with Wu Xiubo and denouncing Wu Xiubo for splitting his legs more than once in seven years.
But Chen Yulin is not the original match, this is Xiao San in the revelation that Wu Xiubo derailed Xiao Si.
From September 27 to November 4, Wu Xiubo first contacted the police, then lured Chen Yulin into high financial compensation (on his own initiative) and lured Chen Yulin back to China under the pretext of freezing his account.
At the same time, Wu Xiubo was suspected of being criminally prosecuted for the company's false engraving of official seals, and the reasons for the account freezing were coincidental and sufficient.
On November 4, Wu Xiubo "closed the net" and called Chen Yulin to return to China. As a result, the next day, Chen Yulin arrived at the airport and was arrested on suspicion of extortion.
But this wave of behavior that allowed Xiao San to enter the bureau directly caused Wu Xiubo to be banned. The footage of the recorded Spring Festival Gala was cut, the participating films were withdrawn, and the image ambassador cooperation plan was canceled.
As the first car company endorsed by Wu Xiubo, Infiniti planted his emotional problems.
This time, it was Wang Lihong's turn again, and Infiniti stepped on the thunder one after another.
Famous for being a star, rolling over because of a star, but celebrity endorsements don't seem to help Infiniti's sales.
Car company spokesperson overturned the grand view
In 2006, Infiniti entered the Chinese market. In 2014, Dongfeng Motor Company and Nissan Motor Company jointly established Dongfeng Infiniti Automobile Co., Ltd., officially announcing that Infiniti will start production in China.
Infiniti's highest sales in China were also more than 40,000. In 2016, Infiniti's cumulative sales in China were 41,590 vehicles, a slight increase of only 3.4% year-on-year.
According to the latest production and sales data of Dongfeng Group, Dongfeng Infiniti's cumulative sales in 2020 reached 25,700 vehicles, down 26.66% year-on-year, so the sales performance is not as good as the sales of single models of other brands.
Over the years, Infiniti's sales have not been as good as before.
Infiniti may be more urgent in borrowing the influence of spokespersons, improving brand awareness and increasing sales.
However, Infiniti's marketing department has not done a comprehensive job in background checks. The two endorsers have overturned due to emotional problems, or long-term existence, directly laying a big thunder for the brand image.
However, this timely reaction has temporarily harvested a wave of goodwill. But this does not make up for the mistakes made by the marketing department.
In addition to Infiniti, since the beginning of this year, car company endorsements have frequently overturned.
Volvo invited Brilliance Chenyu, who had children born out of wedlock; Dongfeng Nissan and Li Yundi, Li Yundi prostituted; Mercedes-Benz forwarded Yang Kasa-related promotions, which were boycotted by some male netizens; BYD publicized Liushen Leilei to pick up the car, and Liushen Leilei had published inappropriate remarks.
Although it is impossible to control these free spokesmen, in terms of choice, car companies do not seem to have found a standard. Perhaps, after the Wang Lihong incident, Infiniti and other car companies will be more cautious about asking a spokesperson.
END
Author 丨FFH
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