Introduction: Yu Chengdong understands traffic, and if he says something out of the ordinary, he can break the circle and spread, but they all eat the same bowl of rice, don't smash everyone's pot.
An American sales expert once said, "Don't deliberately belittle your opponents, don't think about it, because it's very stupid." ”
This is a very good sentence, affecting too many salespeople, and salespeople should have a gentlemanly demeanor, can defeat the opponent, but not slander or belittle the opponent, only by respecting the opponent, can we win the respect of customers.
When you are hostile to your opponent, it means that you are on the opposite side of all your peers, showing an incompatible attitude, which in itself can only show that you are not strong enough.
Such a simple truth is clear to many basic salespeople, but Yu Chengdong, as Huawei's executive director, CEO of Terminal BG, and intelligent vehicle solution BU CE, seems to never understand.
On March 23, Huawei held its spring flagship new product launch in Shanghai, and at the first offline conference in the post-epidemic era, Huawei released more than ten products in one go.
There are flagship mobile phones such as the P60 series and Mate X3 series, as well as a variety of terminal products such as tablet computers and smart watches, as well as phrases such as "Huawei Question" that was first publicly mentioned.
However, compared with dazzling products, Yu Chengdong, executive director of Huawei, CEO of Terminal BG, and intelligent vehicle solution BU CE, actually "stepped on" competitors to exaggerate the publicity in order to promote his own products, which caused many netizens to disgust.
Apple, Samsung mobile phones can't shoot gold?
In the P60 photo function story, Yu Chengdong compared the gold medal shot by Apple and Samsung, and mocked: "The gold medal taken by Huawei P60 Pro is still a gold medal, the iPhone 14 Pro Max is shot silver, and Samsung is a bronze medal!" ”
In the face of such expressions, netizens have said that "slandering others does not represent their own good", the most real and natural iPhone shooting, this is not black", "when can you progress, not by saying that others are rotten".
In fact, the publicity method of stepping on the top is a common method used by many small and medium-sized enterprises and emerging brands. It is easy to understand, after all, there is no brand fame at the beginning, and the "touch porcelain" type of marketing is associated with a larger brand, which is itself a cost-effective publicity method.
However, at this stage, Huawei is a powerful national enterprise, which not only has strong strength, but also has a broad market, and also has a good reputation. At this time, it is actually necessary to use the way of denigrating competitors to publicize, which is indeed a bit malicious to "hack" others.
And this kind of publicity means is easy to eat lawsuits, the same shot a gold medal, iPhone 14 Pro Max shot into a silver medal, Samsung shot a bronze medal, this experiment is required to take Huawei mobile phones, iPhone 14 Pro Max, Samsung shooting.
And in order to be fair and just, this kind of shooting can't just take a mobile phone to shoot, what if there is a problem with the selected mobile phone? Therefore, this kind of experiment and comparison requires a lot of mobile phone shooting to draw conclusions, and your conclusion also needs to add various experimental dates, experimental sites, experimenters...
Yu Chengdong understands traffic, and if he says something out of the ordinary, he can break the circle and spread. But Yu Chengdong seems to be ignorant of advertising law, and mentioned in his Weibo promotion:
Next month, the M5 and M5 EV advanced intelligent driving versions will be launched, which will be equipped with the first intelligent driving solution that does not rely on high-definition maps, bringing an unprecedented intelligent driving experience.
Yu Chengdong mentioned sensitive words in the advertising law, in which "first" is allowed if it has a factual basis and can be fully and clearly expressed. But the "unprecedented" mentioned by Mr. Yu has the risk of non-compliance.
In the new advertising law, it is only clear that the terms "national, superlative, and best" cannot be used, but the "etc." in this does not clearly explain, in other words, this explanation has a large range of interpretations.
Words such as "unprecedented", "unprecedented", "permanent", "omnipotent", "ancestral", "special effects", and "invincible" are difficult to verify the authenticity and risk of violations.
Article 57 of the New Law stipulates that if an advertisement is published in any of the prohibited circumstances provided for in Article 9 of the New Law, the administrative department for industry and commerce shall order the publication of the advertisement to stop and impose a fine of between RMB 200,000 and RMB 1,000,000 on the advertiser.
where the circumstances are serious, the business license may be revoked, and the advertising review organ shall revoke the approval documents for the advertisement review, and the advertisement review application shall not be accepted for one year; The administrative departments for industry and commerce confiscate advertising expenses for advertising agents and advertisement publishers, and give a fine of between 200,000 and 1,000,000 RMB, and where the circumstances are serious, they may revoke their business licenses or registration certificates for advertising publication.
In addition, Yu Chengdong mentioned that it has been unanimously recognized by consumers, and there is also a false publicity component, because there is user complaint content in the black cat complaint.
There are other car companies that are "injured"
Compared with star products such as mobile phones, this time, AITO's car-related content did not have much "scene" at this conference. However, it is worth noting that after using the words "HUAWEI Question" on the poster, Yu Chengdong himself also directly used the expression "Huawei Question" at the press conference for the first time.
This means that the Huawei brand is further bound to AITO. In order to promote the "Huawei Question", Yu Chengdong said:
"You see on the Internet that many cars are constantly burning and burning, and none of AITO's cars have been burned so far. Once there was a fire in the mall, it was somewhere else, not our car, and we still held the record of 0 (spontaneous combustion), which is very rare.
My R&D team said to me, you can't say 0 (spontaneous combustion) because 0 (spontaneous combustion) is too hard. I also know that many cars burn almost every day, and they dispose of them themselves after burning, but our strict quality standards in Huawei, and the quality standards of many car companies leaving the factory cannot be shipped at our Huawei. Today in the field of car quality, we must achieve the No.1 quality. ”
I believe that many car companies hear Yu Chengdong's words, they have to spit out a mouthful of old blood, your car safety is safe, and stepping on other car companies is a little ugly.
Netizens commented that Huawei and other car companies can not sell a few cars, their own base is extremely small, the number of failures is of course small, this statistical table itself is wrong, should be based on the total sales and number of failures to calculate the failure rate. Last year, Cialis sold less than 80,000 vehicles, while BYD sold 1.869 million vehicles, and if calculated according to the failure rate, Huawei is the worst quality.
In addition, Yu Chengdong also said on Weibo that the comprehensive quality of Qianjie cars has been unanimously recognized by the majority of consumers, and all those who have used it are good! The net promoter score of M5 owners is as high as 86.4%, and in Autohome's "2022 Passenger Car New Car Quality Report", Qianjie ranks first in the new energy brand new car quality ranking, far exceeding the industry average score! Excellent product quality has made Qianjie Auto win an excellent user reputation.
But if you look at the "black cat complaint", there are also problems with the quality of M5. A user said that in November 2022, the M5 rear-drive standard version was raised in the AITO authorized user center of Suzhou Sun Road, and the problem of snatching the steering wheel occurred on December 9 when the high-speed lane change was reversed, this is the second occurrence, the first time there is no clear time recording and video recording, after the lane change back to the right, the steering wheel becomes stiff and pulls the car in the opposite direction, causing the vehicle to shake after the lane change, and feedback in the after-sales service group after arriving at the destination, without any reply.
On February 2, the third time, a problem occurred in snatching the steering wheel when the highway was also changing lanes, resulting in two cars crashing into each other. After feedback to the authorized user center, a very simple test was carried out, and the car was determined to be fine, and the car manufacturer was asked to provide the test data and the proof that there was no problem with the steering system of the car, all of which were rejected. During the communication, every time the demand is put forward and the progress is urged, only one emoji is feedback, and the answer is not positive.
A car with a problem with steering belongs to the three-pack problem, the manufacturer does not admit it, the after-sales level is poor, and it is not responsible. Repeatedly verbally said that there is no abnormality in the data, there is no data, and the current rearview mirror of the car is no longer reported by the system after the accident is damaged, and it is seriously suspected that the background has erased all system abnormalities.
According to users, on December 23, 2022, the standard version of the M5 rear-drive was picked up in the AITO user center (Wuhan University Park Road). The first time it was on: On the 5th day of picking up the car, the engine failure light was on, because I didn't know the car, I didn't care at first, and asked the after-sales service staff on December 30 and learned that I needed to enter the store for maintenance.
So in Ruzhou City, Pingdingshan City, Henan Province carried out road rescue, through a trailer to the AITO authorized user center (Pingdingshan Construction East section) for maintenance, after inspection did not find the cause of the problem, directly with a special computer to eliminate the fault light, and then drove back to Xiangyang City, Hubei Province.
The second time: On January 8, 2023, the fault light turned on, this time the user directly drove the car to the AITO authorized user center (Xiangyang Diamond Avenue) for maintenance, after checking that the fault code was the same as the first time, after the maintenance personnel unclogged the blocked oil circuit parts, the fault light disappeared.
The third light: On January 11, 2023, the fault light turned on, and an application for replacement parts was submitted to the AITO authorized user center (Xiangyang Diamond Avenue), and the after-sales staff of the store ordered relevant accessories from Thalys Company, and went to this store on January 17 to replace the parts, and the fault light disappeared.
The fourth time on: On February 10, the fault light lit up again, and the first warranty maintenance was carried out in the authorized user center of Dongguan Nancheng, and the reason for the fault light was not found in this overhaul, and the fault light was eliminated directly with a special computer, and the fault light was not lit for more than 30km of test driving.
The fifth time on: the engine failure light turned on during the driving on February 21, because the Dongguan Nancheng authorized user center repaired too many vehicles, need to wait until the 24th to repair, so the user chose the AITO authorized user center (Shenzhen Baoan Hongyou Automobile Park) for maintenance, after February 21-March 5 inspection and maintenance, replaced the oil pipeline, the store said that the problem has been solved.
The sixth time on: On March 19, the fault light turned on again during the driving process of Guangshen Highway, and the car was directly driven to Shenzhen Bao'an User Center for maintenance, and on March 20, professionals inspected, and as of 22 pm, the cause of the fault light was still not found.
At noon on March 20, the user submitted a request to the official customer service of Thalys to change the car, in response to Thalys's delay in replying to the replacement request, I called Huawei's customer service phone at 12:30 noon, and the Huawei customer responded that "Huawei is responsible for electronic products business, please call the official customer service number of Thalys", I asked Huawei customer service to ask the leader "whether Huawei ignores the quality of the vehicle and gives me a reply to the inquiry result".
As of 20 p.m., Huawei customer service did not reply to the user, and called Huawei customer service again, and the reply was still that Huawei did not have an after-sales service phone for automotive products. Then called the official customer service number of Thalys to ask me about the progress of my application for a replacement, and the reply was that it was still applying.
Not only that, on November 4, 2022, China Insurance Research Institute announced the crash test results of a batch of models. Among the test models, there is the Huawei-enabled M7. According to the final results of the China Insurance Research Institute, the performance of the M7, which is not low in unit price, does not meet the level that a model should have at this price. In the 25% offset collision event, the A-pillar of the boundary M7 showed a significant bend.
In addition to quality issues, sales volume is also a problem in the world. Since the beginning of this year, the sales volume of Qianjie has continued to decline, and it is no longer as good as last year.
The capping data for the first three weeks of March showed that 973 vehicles in the first week, 823 vehicles in the second week, and 728 vehicles in the third week, continued to decline, totaling only 2,524 vehicles. Compared with last year's monthly sales of more than 10,000 consecutive vehicles, it is now difficult to ask the boundary monthly sales of more than 5,000 vehicles.
In such an involuted market environment, it is obviously missing the best opportunity to enter the new energy vehicle market.