The word "malicious" is used too badly.
Written by | She Zongming
"Live fast, get employed slowly." Hard isolation, soft landing. High risk, low aerobic requirement. Positive feedback, negative growth."
Not long ago, Lan Xi listed some phrases on Weibo that could reflect the face of the times.
In my opinion, there are two more words that must not be missed: malicious return, and good faith detention.
Just these two days,
And Tesla, and tesla, and used the "malicious ××, good intentions ××" of the wild sentence to create a sentence: malicious association, good faith rumors.
The corresponding news is:
The network rumors that the Changsha factory discharged excessive standards to cause children's nosebleeds, and BYD responded: maliciously fabricating the association
Wenzhou Tesla brake failure incident owner apologized: admitted to fabricating facts, is the wrong pedal
▲ Screenshot of media reports.
At present, BYD, like Tesla before it, is deeply involved in the whirlpool of public opinion.
So, can BYD smoothly untie itself from the binding of negative public opinion like Tesla?
01
For large factories, being involved in public opinion events is a must-test, and the difference lies only in the intensity and frequency of the public opinion crisis.
If there is none, it can only mean two things: friends are really friendly; the company is not "big" enough.
AS THE DOUBLE MALE OF THE NEW ENERGY VEHICLE TRACK BYD AND TESLA, AT THIS MOMENT FULLY UNDERSTAND:
The other side of high exposure is the acceleration of the spread of negative public opinion.
In recent days, BYD seems to be living on the hot search.
The wave of "jumping off the building from Wednesday" has not subsided, and another wave of "alleged emissions exceeding the standard" has struck. Both things are related to BYD's Changsha plant.
Even the graduates of Lanxiang may not be able to dig out the psychological shadow area of BYD PR.
BYD's initial response was quite rigid: on the one hand, it said that it had taken relevant measures to improve the odor situation reported by residents, and on the other hand, it said that the situation of "nosebleeds caused by excessive emissions" was maliciously fabricated.
▲BYD's statement.
As a result, the old public opinion did not go away, and the new public opinion came again. Some netizens questioned whether the "malicious fabrication of associations" statement is benign?
At this time, BYD may need the curve of the two major forces in the entertainment industry, "drug team" and "cheating team", to save the company.
But what it ushered in was two combos:
First, some production lines in the Changsha factory stopped production and rectified.
Second, Tesla has come to a wave of public opinion to turn over.
Tesla looked at BYD like he saw himself in April last year.
BYD also wants to be the Tesla that has jumped out of the crisis of public opinion today and get an apology from the "fabricated facts", but can it get its wish?
02
It must be seen that in terms of public opinion response, BYD and Tesla are quite rigid.
Tesla seems to be "destiny to learn not to bend":
Owners of many places defend their rights, and it sues;
Auto self-media, car review big V exposed it as "shady", it sued;
The driver posted a poster of "brake failure", and it was still sued.
This is somewhat unpretentious to martial virtue: In our case, isn't the usual operation first deterred by "retaining the right to pursue legal responsibility"?
However, its several victories can always give people the feeling of "being loaded by him again" - although the grudge with the female owner of Nanyang is still gone.
▲ Tesla sued tens of millions of fan-level car big V.
BYD is also quite tough.
On February 13 this year, two videos circulated on the Internet, saying that a BYD Qin PLUS DM-i in Zhongshan, Guangdong Province, caught fire.
The next day, BYD confirmed the first video in its response, but denied the rumors of the owner's death in the second video, the serial cut of the video, the misleading association, etc., saying that this was false information and would be reported to the police.
For auto companies, car driving safety is a thing with a very low fault tolerance rate in the long-tail scene, and safety can be called the lifeblood of car companies.
"Zero tolerance" for external smear on vehicle quality issues, resorting to legal means and resolutely fighting back is the right move – especially when the feedback link between public opinion and stock price is fully opened.
The public relations strategy of "self-purification of the cleansed" and "silence is golden" is, in a muddy field of public opinion, which is about equivalent to giving up the moral commanding heights, which is an outdated law of public opinion response.
A lot of times, it's just the right thing to do.
03
However, it is called rigidity if it is straight, and it can only be called bar if it is not straight.
On the "emission gate", BYD's official response has at least two points that are debatable:
1, did not understand the meaning of the weak propagation law of "public opinion empathy weak", just the phrase "malicious fabrication of associations" is quite glaring.
The pictures of children in nearby residential areas circulating on the Internet with nosebleeds are like hammers and hammers, nailing the 6 words of "malicious fabrication of associations" to malicious pillars.
Can BYD produce enough evidence to prove that the nearby owners who put up the slogan "We want to be blessed with no poison" are engaged in unreasonable rights protection like the owners of Teslas in Wenzhou?
2, while acknowledging while being tough.
Acknowledging that the odor reflected by residents is related to themselves, and at the same time accusing the association of odor with children's nosebleeds is malicious fabrication, this wave of operations is doomed to be unwelcome.
Saying that the odor is not harmful to the human body, does the odor dare to agree?
▲Land planning map of the plot involved.
In this regard, there are a few points that need to be clarified:
First of all, emission standards do not mean that there must be no threat to the health of residents, and threats do not mean that emissions must not meet standards.
Secondly, this matter involves issues such as exhaust gas emissions and land use planning, and may involve multiple responsible entities.
Moreover, even the new energy vehicle companies that are known for their environmental protection will also have the problem of not being environmentally friendly: its exhaust emissions are indeed clean, but the production links such as stamping, welding, and painting are inevitable to discharge pollution.
After the "emission gate" was exposed, Changsha BYD was included in the key supervision object of the Changsha Ecological and Environmental Bureau in 2019, and it was pulled out again.
It must be seen that BYD is facing the problem of pollution, Tesla has not escaped: Tesla's German factory has been targeted by German environmental organizations several times, and has also been fined by the US Environmental Protection Agency.
For car companies, there is no terrible problem of pollution, but it must be properly dealt with.
The problem of sewage does not kill car companies, but the problem of public opinion can – at least dry the stock price.
BYD could have turned the stock price loss offset by the lag in public opinion response and the "malicious fabrication of the association" into the cost of further clean transformation, but it was stunned to pay the public opinion tuition.
04
There is no doubt that BYD is now standing on the tip of the pyramid of domestic new energy vehicle companies.
Not long ago, Tesla was exposed to expand production, and the annual production capacity will exceed one million vehicles.
The new energy car companies that can fight with Tesla are estimated to be BYD. In the whole year of 2021, BYD sold a total of 730,000 cars, and nearly 600,000 new energy passenger cars alone, exceeding all of BYD's annual sales of cars in history.
This year's situation is more "not small, but good": IND's sales in April this year reached 106,000 units, an increase of 134.4% year-on-year; from January to April, the cumulative sales volume was 397,000 units, an increase of 166.05% year-on-year.
In this context, since March this year, BYD announced that it will stop the production of pure fuel vehicles and all new energy vehicles.
This incidentally outlines the situation of BYD and Tesla head-on.
▲BYD and Tesla business comparison.
Now, at the juncture when Tesla's Shanghai Gigafactory is at full capacity, some of the production lines of BYD's Changsha factory are suspended, and it is inevitable that some opportunities will be missed.
To be sure, under the "double carbon" outlet, as a representative of advanced productivity in the automotive field, BYD and Tesla's money path is still very good. The problem of pollutant discharge is not a reason to deny their "advanced productive forces".
But the problem of sewage is ultimately one that they must focus on better – even if they choose to avoid it in the short term, they have to face it in the long run.
Car companies can ignore the resistance of white-left extremist environmentalists, but they cannot ignore the pungent odor and the accompanying problems.
Returning to this storm and solving the problems behind the public opinion crisis, BYD's road to increasing production can be more stable.
05
Now, BYD, who is "maliciously associated", sighs and is relieved by Tesla, who is "maliciously rumor-mongering".
Next, BYD has a lot to do.
One of them is: learn to be rigid and soft in dealing with public opinion.
In fact, even Tesla, which loves hard and rigid, only dares to throw the word "malice" at those who say that its brakes fail, rather than to the defenders who expose its pollution problems.
Author | She Zongming
Operational | Lee plays
Welcome to share to the circle of friends
Permission is required for reproduction