Asian Games final controversy Wu Yanni brand cooperation was treated coldLast week at the Hangzhou Asian Games, Wu Yanni encountered controversy in the final and finally canceled the results.
This incident made the brand side who originally signed an endorsement cooperation with Wu Yanni confused and embarrassed. Previously, Wu Yanni signed at least 9 brand endorsements between the Universiade and the Asian Games, including Louis Vuitton, Yadea, FAW,
Yili, Luckin, Feike and Qumei and other well-known brands. However, after this controversial incident, the brand's attitude towards Wu Yanni was obviously much cooler. Qumei Home only mentioned the brand concept and sportsmanship in the tweet,
There is no mention of Wu Yanni's reply. The whole incident had a negative impact on Wu Yanni's personal image and brand cooperation. Wu Yanni was "abandoned" by the brand,
The value of personal IP has shrunk, and Wu Yanni's "mysterious operation" during the Asian Games has attracted widespread attention and heated discussion. Although the complaint is the right of athletes, Wu Yanni's rush is too obvious,
It makes people have the impression of "messing around" with her. After rushing the line, it was too much to grab the camera, and even made people see that their blood pressure increased. An apology was finally issued in the early hours of the next morning, but it was difficult to tell whether it was due to pressure or another routine.
Wu Yanni has been "crazy" in terms of commercial value and personal IP for a whole summer, but now she is silently becoming an "outcast" of the brand side. All indications are that the brand has put her aside.
Although Wu Yanni reached the Olympic results as early as the Universiade and is very hopeful of walking on a bigger stage in Paris, that was more than half a year later.
The brand obviously does not have the patience to grow up with this uncomfortable girl, at least not at this stage. Wu Yanni: Challenging the sportsmanship to attract brand blackness "death" behavior recently,
Wu Yanni misbehaved and acted inappropriately in the live broadcast, spit fragrant words and made bad words, trying to challenge the sportsmanship. However, this behavior is inconsistent with the brand image, resulting in many brands revoking their cooperation with them, and even triggering brand blackmail.
Stand on the opposite side of the brand and the majority of consumers. Wu Yanni's behavior not only broke through the bottom line of business, but also affected her personal image and brand image. And the lack of professional business and public relations team to take care of,
It is also one of the reasons for its embarrassing situation. Under the influence of Chinese parents' traditional "protecting the calf" mentality, Wu Yanni's mother also frequently came forward to "calm things", which further deteriorated the situation.
The "Wu Yanni Incident" provides a warning about the relationship between athletes and business, Wu Yanni's many wrong actions in the Asian Games, which makes people think of the relationship between athletes and business.
While conflicts between family members can be categorized as "internal conflicts," in the business world, rules need to be strictly followed. As a top athlete, Wu Yanni enjoys the benefits of the business world,
Business laws also need to be observed. From a public relations point of view, Wu Yanni's performance has become a necessary condition for initiating crisis public relations. And in crisis PR, honestly admit the problem,
Showing that mistakes must be corrected is the best solution. But in the process of the development of the incident, Wu Yanni did not show such an attitude, but made things worse and worse. Even at the competitive level,
Wu Yanni still has a lot of strength, but if she still puts the business and PR cards first, then she will lose the tolerance and goodwill of the public. We hope that Wu Yanni can put training and competition first,
Successfully stood on the final track of the Paris Olympics, and was able to win a gold medal and celebrate with the national flag. But Wu Yanni needs to understand that she is not only dealing with the kindest and most tolerant Chinese sports fans.
It is also the relationship between business law and public relations.