If you earn 300,000 yuan a year, you may choose BBA or Tesla when buying a car;
If you earn 3 million yuan a year, you may choose Porsche and Big G when buying a car;
If you earn $30 million a year, then you're likely to go back and buy a Rolls-Royce, because that's a reward for yourself and a bragging capital.
Many people don't buy a Rolls-Royce not because it's bad, but because it's too expensive to afford. If you can afford it, you will buy it.
Some people may argue, so why can the super-rich easily afford it, but not buy it?
Because of the low profile, they no longer need to show their identity through the car, they just want to keep a low profile as much as possible, because the more low profile, the safer it will be.
Rolls-Royce is like a legend to most people because we've only heard it and haven't really felt it.
One of Rolls-Royce's most famous advertisements is: What does it feel like to drive to 80 km/h rolling at Rolls-Royce? The only noise comes from the quartz clock (you wear on your hand).
This advertisement is a bit loaded with X, but it is enough to show the sound insulation effect of Rolls-Royce and feel its noble temperament.
But this image has been ruined in recent days, and it has been completely destroyed.
1
How does Rolls-Royce play?
The time can be traced back to September 24, the official rolls-royce account sent a marketing video, the spokesperson is the Internet celebrity late Lin Han and his wife.
The copywriting given by Rolls-Royce: Rolls-Royce Curry seeks perfection in the southern western region, travels south of the Tianshan Mountains, showing the adventurous spirit of this luxury car, and enjoying the peak of life of "everywhere and calmly".
In fact, the tone of the copywriting is still very compatible with Rolls-Royce, which mainly highlights the spirit of Rolls-Royce that is both noble and adventurous, which is also the highest realm of life winners.
It's just that there are two Internet celebrities under the copy that have not been heard, which makes people see a confused face.
Of course, since they are Internet celebrities, they still have a certain amount of traffic, and some people know and also know their black material. Therefore, some car owners scolded directly in the comment area.
He said, what a thing, I am a Rolls-Royce owner, please these two Internet celebrities directly pull down the style of Cullinan, if you don't believe it, the official micro can send me a private message to show you the purchase record.
Other netizens said that Rolls-Royce does not do back tuning? The more consistent comment is that the internet celebrity couple's art museum died due to safety problems during the construction process, and the response attitude after the accident was also vague.
Of course, there are also many "black materials", whether it is true or not, which cannot be verified.
Just as the Rolls-Royce incident was getting worse, Wang Sicong came to join in the fun again, he said, suddenly felt that the RR was very low, and would not buy it in the future.
If it is only the unknown Rolls-Royce owner to speak out, it does not matter, after all, there are so many people on the Internet who install X, and no one knows whether this is true.
However, Wang Sicong's speech will be very influential, just two days ago, he single-handedly tore up the Comments of the Us Group. Dianping, as an official, ran to Wang Sicong's comment area to apologize.
Similarly, this time Wang Sicong spoke again, and Rolls-Royce officials did not dare to turn a blind eye, but deleted the video and made a special response.
Probably afraid of being scolded again, Rolls-Royce officials directly closed the comments, leaving everyone with nowhere to vent.
2
Why did Rolls-Royce "roll over"?
This wave of rolls-royce marketing can be said to be "losing the lady and folding the soldiers".
So the question is, why is Rolls-Royce's marketing "rolling over" so serious?
First, the Internet celebrities themselves have relatively large "black spots". Regardless of whether what netizens say is true or not, but so many people say them, then they themselves are controversial Internet celebrities. As a corporate marketer, when a company does not need to use controversy to increase fans to get everyone's attention, it is indeed inappropriate to choose controversial influencers, which will make people bind the black material of Internet celebrities with Rolls-Royce.
Second, it is difficult for any Internet celebrity to really "endorse" Rolls-Royce. In people's subconscious, Internet celebrities just can't be compared with celebrities. Because although many celebrities make money quickly, they at least have certain professional knowledge. But Internet celebrities give people the feeling of a group of people with low culture, low quality, and who will stop at nothing to make money.
Even if the Internet celebrities invited by Rolls-Royce are well-known and do not have any black material, it will still give people a feeling of "unworthiness", you can say that this is the "chain of contempt" in people's subconscious, and this is the existence.
Third, Rolls-Royce offended two groups of people. One group is a Rolls-Royce car owner, because they themselves think that they are successful people in society, they have a sense of superiority, but they use Internet celebrities to endorse them, so that their sense of superiority is instantly gone; the other group is people who can't afford to buy Rolls-Royce, and the reason why they respect Rolls-Royce is because of the sense of nobility that Rolls-Royce has always conveyed to the outside world, and people are impressed by Rolls-Royce's comprehensive ability. However, after suddenly inviting Internet celebrities to endorse, there is a sense of myth shattering, which crushes the "Rolls Royce" belief of the melon-eating masses, which will make people feel that Rolls-Royce is no more than that.
What do you think about this? Welcome to leave a comment.
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