#时事热点头条说#
Summary: On July 11, Bulgari classified the bay as a state, which was boycotted and accused by countless netizens, asking Bulgari to explain, and half a day later, Bulgari finally came forward, a statement about the past life and this life, but it is difficult for me to understand whether behind the apology is sincere or false.
As an internationally famous luxury product, Bulgari has a large market in China, and this time the problem can not be easily solved by a management mistake.
From Bulgari's statement, we can see:
1. Bulgari respects the territorial integrity of China.
2. The overseas official website is mismanaged, the map is incorrectly marked, and it is corrected immediately after discovering it to express apologies.
3. Thanks to the supervision of netizens, I will contact a third party in the future to ensure that the overseas map is correct.
In fact, from this point of view, Bulgari has now survived the difficulty, and even, from a public relations point of view, Bulgari has nothing to blame.
Similarly, whether it is the endorsed star or the linkage "Glory of Kings", they are relieved at this time, after all, once they are not handled properly, they are likely to fall directly into the abyss and cannot get up.
Bulgari's current star endorsements: Shu Qi, Liu Yifei (global endorsement), Yang Yang, Tong Liya, Wu Lei, Zhao Lusi and other brand endorsements.
In terms of games, Honor of Kings has just announced a cooperation with Bulgari and will launch a joint limited edition skin (Miyue).
After the incident, these people are estimated to be anxious.
Fortunately, Bulgari announced the statement in just half a day, which can be regarded as saving a little situation.
So, is Bulgari's behavior really impeccable?
In fact, it is not, from this public relations statement, it is indeed sincere and reasonable.
This is another apology, another thanks, but also a clear position, and finally also pointed out follow-up improvement measures, so that in a short 100-word statement, everything that should be taken care of has been taken care of, and everything that should be explained has been explained.
Normally, it is already difficult to pick a prick.
Of course, let's change the angle, this PR article, in fact, is not so bullish.
First, he pointed out his position - respect for China's territorial integrity.
On this article, there is really nothing to blame, basically all similar situations, is such a reply, not so much a sincere apology, but rather, this is a fixed template.
All the merchants who had problems before used such a template, which is not surprising.
Secondly, the direct one is a statement, which feels somewhat perfunctory, in general, aren't such statements all "apology statements, statements about statements"?
A simple statement, I don't know, I still think that this is preparing to sue, sending a lawyer's letter to some people?
Second, the overseas official website was improperly managed, the map was incorrectly marked, and it was corrected immediately after discovery to express apologies.
This, strictly speaking, and our so-called temporary worker operation, is a routine, anyway, if something goes wrong, pull an irrelevant person out to top the pot, and then it is corrected.
It's just that Bulgari changed a statement this time, just said that the management was not mismanaged, and did not launch a person, and many people contacted Bulgari customer service before, and got that: "There is currently no relevant reply to you."
What does this mean?
To put it bluntly: "At present, the company has not given us an explanation, and we do not know how to reply to you".
Third, thanks to the supervision of netizens, I will contact a third party in the future to ensure that the overseas map is correct.
This one, on the other hand, is perfect compared to many businesses before, and even more perfect than many domestic companies.
Why do you say that?
We see, the statements of many companies before, nothing more than thanks to the supervision of netizens, in the future we will not make similar mistakes, it seems to attach great importance to it, in fact, it is fooling, and what to do in the future is never mentioned.
The brilliance of Bulgari is that in order to avoid further errors, we have contacted third parties specifically to ensure the correctness of overseas maps.
It sounds the same, but in fact, Bulgari killed two birds with one stone: first, he admitted that he had indeed made a mistake on overseas maps and did not shirk responsibility; Second, because of this error, we saw our own shortcomings, and in the future, such map labeling will be handed over to a professional third party to deal with.
Look at people's operation, the public relations of many domestic companies, indeed have to study well, only a few hundred words, they will cover their mistakes and positions, follow-up problems.
This is the real killing of three birds with one stone.
Many people may think that Bulgari's attitude is very sincere, but in fact, behind such a perfect public relations article, it is just used to gag people.
It's just that compared with many previous brands, Bulgari has adopted a corrective attitude, so the statement is perfect, but it is too perfect, but it reveals a hint of untruth.
This kind of statement is more like an act of last resort.
Of course, we are also willing to believe in Bulgari's sincere attitude and hope that he can do it personally, otherwise it will be the next "HM".