In the past two days, the BMW MINI ice cream incident has continued to dominate the hot search list on the screen, which has aroused the continuous attention and heated discussion of the majority of netizens.
BMW MINI issued two apology letters in a row, and these two letters of apology basically restored the truth of the matter: the BMW MINI ice cream incident is by no means BMW MINI's differential treatment of Chinese consumers, purely caused by the two girls' admiration, and BMW MINI is also an innocent lying gun.
Some people may not agree with this conclusion, and I will discuss this view below:
The BMW MINI has no motive to discriminate against Chinese consumers
First of all, China is BMW's largest single market in the background, with BMW Group sales reaching 792,000 units in the Chinese market in 2022, accounting for about 33% of its global sales. Therefore, the BMW Group has no motive to offend the "golden father" of Chinese consumers. Moreover, the president of BMW Greater China just said "BMW home in China" at a conference, and it is impossible to slap himself in the face so quickly.
Secondly, at the 2023 Shanghai Auto Show, the world's first A-class auto show, the BMW Group attaches great importance to it, and half of the executives of BMW's global board of directors come to China to participate in the Shanghai Auto Show, and there is no incentive to engage in such a differentiated small action through ice cream.
Thirdly, BMW MINI is an ice cream check-in event launched by the initiative to attract consumers to visit the BMW MINI booth. The Shanghai Auto Show was located in China, and most of the participants in the auto show were Chinese, so the event should be mainly to attract Chinese consumers. Therefore, I believe that at the beginning of the design of the plan, there is absolutely no intention of treating Chinese consumers differently, but it is considered to be crooked in the implementation process.
The controversy centers on the attitude of the two girls towards Chinese and foreigners
The reason why the BMW MINI ice cream incident caused such a big controversy is mainly because the two girls showed a completely different attitude towards Chinese and foreigners: cold words to Chinese and excessive enthusiasm for foreigners.
Expressions can't deceive people, these two completely different attitudes and expressions of these two girls are absolutely heartfelt, to put it bluntly, it is naked and flattering.
According to media reports, both girls are third-party employees who are temporarily hired by BMW MINI to service and support the exhibition. In this case, even if BMW has certain training and instructions for them, it is impossible to teach them to show two completely different faces in front of Chinese and foreigners.
BMW MINI does not back the pot, two letters of apology restore the truth
After the incident, BMW MINI quickly issued a letter of apology: the "Shanghai Auto Show Site Gift - Sweet Pet" activity initiated by MINI was originally intended to send a sweet gift to friends visiting the exhibition. Because of our meticulous internal management and the negligence of our staff, it caused unhappiness to everyone. We sincerely apologize for that!
We review ourselves and improve management, strengthen internal training, and strive to provide good service and experience for each friend. Once again, I sincerely apologize to all of you.
However, the first apology letter did not dispel the netizens' dissatisfaction with the BMW MINI ice cream incident, so BMW MINI immediately sent a second apology letter:
First of all, I would like to solemnly apologize to everyone, because of the Shanghai Auto Show incident, MINI occupied public resources, and we once again deeply apologize for the negative experience and mood brought to everyone.
Friends who have come to the auto show should know that the temperature at the auto show site is generally relatively high, MINI this time is intended to provide a "cool" in early summer for friends who come to our booth, so that everyone can visit our booth more happily and comfortably, on the 18th and 19th, we distributed a total of 600 ice cream to friends who came to our booth by collecting coupons through MINI App. In fact, in addition to the distribution of 300 copies per day, we also reserved a very small part of our very hard-working colleagues on site, and the 4-5 "foreigners" seen in the video are colleagues, who wear employee badges.
In addition, due to the negligence of our process and the meticulous management, resulting in a bad experience, the two hostesses in the incident are also young people who have just stepped into the society, can you please give them more tolerance and space?
We apologize again, if you have any comments or suggestions for us, welcome to comment in the comment area, we will humbly accept, seriously correct, positive feedback.
Many netizens accused the two apology letters of lack of sincerity, and even called the second apology letter an epic public relations disaster. But emotional factors aside, these two apology letters have clearly restored the truth of the matter:
1. The ice cream was distributed through the MINI official APP, 300 servings a day, when the two Chinese girls went to collect it, 300 servings had already been distributed, and the remaining small amount of ice cream was reserved for internal employees.
2. The 4-5 "foreigners" who are eating ice cream in the video are employees of BMW MINI. Many netizens think that this is doubtful, but I think that with the incident receiving so much attention, BMW MINI absolutely does not dare to lie.
3. BMW MINI admitted that there were problems in the process of negligence and lack of meticulous management, which also showed that the attitude of the two girls to treat Chinese and foreigners differently was the personal work of the two, and BMW MINI did not do a good job in supervision and management.
In fact, the whole thing is not complicated at all: that is, BMW MINI has launched an ice cream check-in activity, which needs to be distributed from the official MINI APP, and 300 copies are distributed every day. At the same time, BMW MINI also bought a little more for employee benefits. When the two Chinese ladies passed, the 300 servings of active ice cream had already been distributed, and the foreigner could also receive the company's internal welfare ice cream because he was an employee of the company, it was as simple as that.
As for the diametrical attitude shown by the two girls when treating Chinese and foreigners, it is purely a matter of their private morality, and has nothing to do with the BMW MINI.
Everyone hates Chongyang flattering outsiders, but the evil spirit of Chongyang flattering is still widespread in China
Everyone hates Chongyang flattering outsiders, but the style of admiring foreign countries has a deep historical soil in China. Since the Opium War in 1840, China has begun a century-long history of humiliation, and its long-term backwardness in the West has made many Chinese people develop a psychology of inferiority and flattery.
Now, with the increase of China's national strength, the self-confidence of the Chinese people has also been increasing, and the phenomenon of admiring foreign countries has been greatly reduced, but this phenomenon has not been completely eliminated, and it is still popular in some places:
In 2012, when a Japanese globetrotter's bicycle was stolen in Wuhan, Wuhan police immediately opened a case and provided him with a bicycle "so that he could continue his trip to Wuhan." "In the end, the case was solved in three days and the stolen bicycle was recovered.
An American man named Bernard in Chengdu, Sichuan, has met 1,242 Chinese women in 10 years as a fitness instructor in China! On average, he gets a new girlfriend every three days.
In March this year, it was revealed that Indian students at Guangxi Medical University frequently cut the queue and shouted "you hit me", and as a result, several Chinese students stopped their behavior from cutting the queue and were criticized and educated by the school: they criticized the students involved separately, and the students involved have understood each other.
Some time ago, it was also revealed that a university in Shandong specially arranged female college students to accompany foreign male students as "accompanying students", and in addition to classes, daily life should also accompany.
Another netizen also carefully sorted out the phenomenon of admiration and flattery that can be seen everywhere in China:
And the two girls involved in the BMW MINI ice cream incident grew up in such a big environment, it is meaningless for us to simply condemn the two of them, if the general environment does not change, even if these two girls are condemned, there will be a steady stream of other people to admire the outside.
Therefore, it is time for this evil trend to be rectified.
What should we do to deal with the phenomenon of admiration?
I think that in order to control the phenomenon of admiring foreign countries, it is actually very simple, as long as the supranational treatment of foreigners in China is abolished, the soil of foreign admiration is eliminated, and the domestic and foreign countries are truly treated equally. In particular, many Chinese universities must resolutely cancel the special benefits for international students, such as female students accompanying students and high subsidies. As long as the supranational treatment of foreigners can be abolished, I believe that the phenomenon of admiring foreign countries will be greatly reduced.
In fact, with the discovery of China's economy and the increase of national strength, many young people have long ceased to admire foreign countries. This is also why the BMW MINI ice cream incident can make such a big wave, these young people are already full of confidence and eager to be treated equally. Therefore, we should cancel all kinds of supranational treatment of foreigners in China as soon as possible, so that young people can grow up healthy and confident in a fair and equal environment.
What do you think about this, welcome to leave a message to communicate.
#Auto Shanghai 2023##Headline Creation Challenge#