The BMW MINI ice cream incident was purely a misunderstanding. According to the two apology letters sent by BMW MINI, we can clearly draw the truth of the matter: the ice cream distributed by BMW MINI this time is divided into two types: activity ice cream (300 servings per day) and employee welfare ice cream (a small amount), and the activity ice cream needs to be distributed through the MINI official APP, and the employee welfare ice cream is only distributed to internal employees. And those 4 or 5 foreigners are all BMW employees, and they all receive ice cream with employee benefits.
Event review
A normal ice cream handout
On the afternoon of April 19, two female staff members of BMW MINI distributed all 300 ice cream to customers who received ice cream experience coupons on the MINI official APP, and announced to the rest of the customers that today's ice cream had been distributed.
However, one of the netizens who came to visit keenly found that after the crowd dispersed, several foreigners came one after another, and they received ice cream from these two staff members, but did not show the ice cream experience ticket. Chinese customers, who also did not have experience vouchers, were told that they had already been distributed when they asked.
This netizen felt a little strange, so he took the following scene with his mobile phone:
Two Chinese ladies came to ask if there was ice cream, and were told by the two staff: "No, it's over." ”
Combined with the apology letter from BMW MINI behind, it can be seen that at this time, the two staff members said that the ice cream for the event had been distributed. In this way, the two staff members answered correctly.
A few seconds later, another foreigner also wanted to receive the ice cream, and the two staff members began to enthusiastically introduce the types of ice cream distribution to the foreigner, and let the foreigner choose by himself.
Combined with the apology letter of BMW MINI later, it can be learned that this foreigner is actually a BMW employee, and he wants to receive employee welfare ice cream, so it is not a difference in Chinese, but the activity ice cream is gone, and there is ice cream for employee welfare.
When the two staff handed the ice cream to the foreigner, they found that the foreigner would not open it, so they enthusiastically instructed the foreigner how to open it, and later because of poor language communication, they directly helped the foreigner open it.
This is also a place criticized by many netizens, and many netizens accused the two girls of being flattering and even kneeling and licking. But combined with the apology letter of BMW MINI later, it can be learned that the foreigner is a BMW employee, that is, their colleague, and the behavior of the two girls belongs to the mutual help between colleagues, and there is no problem at all.
After the foreigner left, the netizens who shot this video also came forward to ask if there was still ice cream, but they were told again that "there is no more". In fact, at this time, the two girls explained to this netizen, and their conversation was to the effect that: "To receive ice cream, you need to get a coupon on the MINI official APP, and this part of the coupon to distribute ice cream has been distributed." ”
However, this netizen did not agree with the explanation of the staff, but instead grabbed the fact that there was ice cream in the box but only gave it to foreigners, and came to the conclusion that "ice cream can be given to foreigners, but it is limited to Chinese. And it was this obviously guiding subtitle conclusion that detonated this incident.
Since the video was edited, whether the two staff members told the netizen that "the foreigner who received the ice cream distribution before was an employee of the company, and he also received the employee welfare ice cream" We have no way of knowing exactly. If it is not said, it is that the two staff members did not explain clearly, which is a misunderstanding; But if it has been said, but it is deliberately edited by netizens, it is malicious guidance.
However, combined with the development of the following things, these two staff members have probably not said, otherwise BMW MINI will definitely call the police.
A video caused a storm of public opinion
The netizen posted the video he took online, and attached his opinion on the video through subtitles. And it was precisely this netizen's subtitle opinion that detonated the emotions of netizens.
After this video was released, it quickly attracted the attention and heated discussion of many netizens. It has continuously occupied the major hot search lists, and the headline hot list has appeared 6 consecutive hot search topics related to BMW MINI ice cream, which shows the high popularity.
BMW MINI APOLOGIZED TWICE, BUT WITH LITTLE SUCCESS
In the face of surging public opinion, BMW MINI had to stand up and apologize:
The "Shanghai Auto Show On-site Gift - Sweet Pet" activity initiated by MINI was originally intended to give 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.
But once the public opinion storm is formed, it can be resolved by a letter of apology, and the BMW MINI's apology letter is indeed too perfunctory and lacks sincerity, and has been criticized by many netizens as not as good as AI. As a result, the majority of netizens did not recognize BMW MINI's apology, but thought that BMW MINI was arrogant and rude.
So BMW MINI had to send another letter of apology:
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.
Objectively speaking, the latter apology letter restored the situation in more detail, but it was sent too late. The emotions of netizens have been brought up, and most netizens think that this is BMW MINI quibbling.
So the BMW MINI's PR in this matter is disastrous, and if the first apology letter is sent these contents, maybe the matter is now over.
The ice cream incident hurt the two girls a lot
Although the BMW MINI ice cream incident has proven to be a misunderstanding, it has already caused great harm to two female staff members:
1. Being raped online
After the incident, many angry netizens pointed the finger at the two girls. Netizens quickly picked up the social media accounts of the two girls, so all kinds of abuse continued to bombard the two girls through private messages, comments and other means.
The two girls were frightened by this situation and could only quickly empty all the information, leaving only one piece of content to let go. But with little success, some netizens even picked up their phones and called them to insult.
2. Forced to leave BMW
As the incident continued to ferment, BMW MINI could not bear the pressure and terminated the labor relationship with the two girls, allowing the two girls to leave BMW. The two girls are simply worse, especially in today's difficult employment environment, once unemployed, it may be difficult to find a good job like BMW MINI, and it may even be difficult to find a job.
Objectively speaking, the two girls really did nothing wrong, this incident is purely a flying disaster, no vain disaster.
The world owes these two girls an apology
As the BMW MINI sent two letters of apology in a row to restore the truth of the matter, people realized that the whole incident was actually a misunderstanding, but the damage caused to the two girls by this incident was irreparable. This incident will continue to affect the work and life of these two girls for a long time to come, and may even leave a psychological shadow for a lifetime.
And the keyboard warriors, who have caused great harm to them, after enjoying the carnival of public opinion, easily patted their butts and left, without having to punish and bear a little responsibility.
The whole world owes these two girls an apology!
I hope that the two children can come out of this incident as soon as possible!
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