2021 is gradually moving away, but many hot events are still fresh in people's minds, especially some negative events of enterprises or platforms, which are worth summarizing and alerting the future. Nandu Big Data Research Institute combed the daily hot search list data of Sina Weibo in 2021, with a total of more than 100,000 items. There are more heat search incidents associated with enterprises or platforms, of which more than 100 negative events are higher, involving Tesla, L'Oral, Station B and other enterprises or platforms, involving product problems, information leakage, infringement disputes, employee rights and interests, personnel changes, etc.
More than 120 companies are on the hot search, and Tesla, Apple and so on are on the list more frequently
Nandu Big Data Research Institute combed the daily hot search list data of Sina Weibo in 2021, showing that there were 100,000 hot searches throughout the year, with an average of more than 8,500 hot searches per month, of which more than 10,000 in June, July and October.
Which companies or platforms are on Weibo hot search in 2021? According to incomplete statistics, more than 120 companies have appeared on the hot search. According to the analysis of word frequency, the most frequently listed are "Tesla", "Tencent", "Huawei", "Apple" and so on. Hot search events involve new product releases, product sales, revenue and financial reports, stock price rises and falls, employee rights, personnel changes, commercial disputes, etc., not only positive events, but also frequent negative events such as "collapse", "prosecution", "apology" and "removal". Taking Apple as an example, hot search events include "Apple has become China's largest smartphone vendor again", "Apple launched a digital legacy", etc., as well as "Apple was fined $2 million for not giving away a charging head" and "Apple was sued for exaggerating the waterproof function of the iPhone".
2021 Weibo hot search keywords in the enterprise or platform word cloud map
Among more than 100 negative incidents of high-heat enterprises, Tesla car owners took the lead in protecting their rights
According to the hot search events of enterprises compiled by Zhiwei, there are more than 100 negative events of high heat directly related to enterprises, and the top three hot ones are "Suspected Owners of The Tesla Booth of Shanghai Auto Show", "Didi was suddenly reviewed and removed from the shelves after listing" and "H&M Xinjiang Cotton Incident". Nandu Big Data Research Institute combed and found that the enterprises with high negative event popularity include HM, Lala, CNKI, Xiao Ape Search, etc., as well as Ford, Ideal Automobile, Xiaopeng Automobile, Nezha Automobile and other automobile brand companies. For example, "Nezha Automobile executives suggested asking Wu Yifan to endorse the dismissal incident", "Ideal Car Seat suspected of finding mercury", "Xiaopeng Automobile was fined 100,000 yuan for collecting face data", "Ford China advertising pointed out cattle as horses" and so on.
In the 2021 Weibo hot search, the negative events of enterprises with high popularity.
L'Oréal, Xicha and other suspected false propaganda were fined on the hot search
It is worth mentioning that many companies or platforms are suspected of false publicity on the hot search, including Xicha advertising, L'Oréal, Ideal Car, Canada Goose, Procter & Gamble, Estée Lauder, etc., and have been fined by the competent authorities. For example, "Canada Goose was fined 450,000 yuan for false publicity" mainly tells the story of CanadaGoose Canada Goose affiliated company Xiji (Shanghai) Trading Co., Ltd. using advertising to falsely publicize goods or services to deceive and mislead consumers; "P&G was fined 200,000 yuan for false publicity", because Guangzhou Procter & Gamble Co., Ltd. highlighted the "removal of 99% bacteria" that was not fully scientifically demonstrated on the outer packaging of the product, and made misleading commercial publicity for its product function.
In 2021, enterprises or platform products that are suspected of false publicity in the Weibo hot search.
In the Tesla hot search incident, nearly 30% involved the rights protection of car owners
In the 2021 Tesla Weibo hot search incident, nearly 30% is related to the rights protection of car owners. For example, "Tesla female car owners sit on the roof of the car to protect their rights" and "restore the Tesla Auto Show rights protection incidents" and so on. Secondly, the frequency of hot searches on news events such as "traffic accidents", "recalls" and "market value" is also high. Problem vehicles were recalled on the list several times, including "36,000 imported Teslas were recalled", "more than 130,000 Teslas were recalled", "Tesla recalled 734 imported Model3s"; the loss of control caused by traffic accidents also made Tesla several hot searches, including "4S shop responded to Tesla's brake failure caused by rear-end collision" and "Tesla lost control and fell into the river and both husband and wife were killed".
The 2021 Tesla hot search event involves the proportion of reasons.
More than 70% of the hot search incidents in Lala are related to the death of female passengers
Combing through the 2021 Weibo hot search found that more than 70% of the "cargo Lala" hot search incident was related to the female passenger's crash case, involving various aspects such as the response of the cargo Lala, the police investigation notice, the criminal detention of the driver involved, and the trial of the death of the passenger's family and the driver's negligence. Among them, the hottest ones are "23-year-old girl jumped out of the window on the freight car and died" and "the driver involved in the cargo was arrested" and so on.
And Canada Goose was interviewed by the relevant departments because it was revealed that "stores in China cannot be returned", which triggered media comments and repeatedly appeared on hot searches, including "Canada Goose dug three pits for Chinese consumers", "Why does Canada Goose look at Chinese consumers differently", "Canada Goose is suspected of being different inside and outside", "Shanghai Municipal Consumer Protection Commission interviewed Canada Goose" and so on.
The 2021 annual lala Weibo hot search event involves the proportion of reasons.
The 2021 Canada Goose hot search event involves the proportion of reasons.
Among the hot search events on the Weibo of Station B, the proportion of which is relatively high is that of various types of disputes
Nandu Big Data Research Institute also found that the "Pinduoduo" and "B station" hot search events accounted for a relatively high proportion of various types of disputes, involving the rights and interests of users or employees, commercial disputes, etc. Specifically taking Station B as an example, the proportion of hot search events in the dispute category is the highest, at 19.3%, involving infringement, commercial lawsuits, recruitment disputes, automatic renewal and other aspects. For example, "iQiyi officially sued Station B", "Station B was blocked by some brands", "Station B launched the Friends Reunion Special Edition was accused of infringement", "Station B responded to some of the anime on the shelves was accused of insulting women" and so on.
Secondly, the proportion of hot search events in the B station failure category was 14%, such as "the B station server computer room failure caused inaccessible" "B station due to server failure to some users to issue compensation"; the proportion of hot search events related to the B station New Year's Eve party is also relatively high, 10.5%, such as "B station responds to Wang Lihong's New Year's Eve party performance cancellation" "B station New Year's Eve party officially announced Zhou Shen joining" and so on.
In 2021, the proportion of disputes in the hot search incident of Station B was the highest.
Producer: Nandu Big Data Research Institute
Data Analysis: Yuan Jiongxian Zhang Yuting Design: He Xin Technology: Zhan Huaping Liu Xizheng Zheng Bingrong
Data source: Sina Weibo hot search, Micro data crisis case database, etc