Internet celebrity Grandma Xu, who has suffered Chery || depth

The following article is from the city boundary, and the author makes business more valuable

This article is reprinted with permission from "City Boundary"

Tag: 2018

Author: Huang Shuo, Tian Yanlin

Play traffic is backlashed

A war of words caused by a video of being bullied by a Mercedes-Benz owner made Mrs. Xu (online name "Wulian Xu August"), a "net celebrity" Chery owner in her 70s, gain more than 300,000 fans in 7 days.

Now, the flame that she and her family had lit was about to turn them back.

Everything has to go back to the day of the incident.

On January 29, a blogger with the online name "Wulian Xu August" posted a short video on his social account, saying that he was "plugged" by a black Mercedes-Benz commercial vehicle when he was queuing up in Xuwengang, Zhanjiang, Guangdong. In the video, the Mercedes man got out of the car and stopped the white car in which the blogger was riding, and made insulting remarks, and smashed his fist into the hood of the other party.

Under this video, the blogger is accompanied by texts such as "Although you are a distinguished Mercedes-Benz owner, maybe the background is very deep, we let you" and "You are a cow*, we can't afford to mess with you".

These few sentences can be regarded as vividly highlighting the image of the Mercedes-Benz man as "rich and powerful bully". For a while, the man and the Mercedes-Benz instantly rushed to the top of the hot search list on social media. At the same time, netizens also noticed that the blogger was a grandmother in her 70s, and there were children and women in the car at the time of the incident.

On January 31, the relevant departments of Xuwen County, Guangdong Province, where the incident occurred, issued a briefing saying that after investigation, Wang Mou, a passenger in a black commercial car, stopped the car in front of the white car and insulted and smashed the hood of the white car with his fist, causing the hood to dent. The two sides then drove away. At present, Wang has been administratively detained for 10 days and fined 500 yuan in accordance with the law.

Regarding the processing results, the blogger posted a video saying: "Thank you Xu Wen police for giving the results as soon as possible...... The dust of this matter has landed, and I also hope that netizens will stop bullying him online and give him a chance to reform himself. Subsequently, the video was taken down on suspicion of infringing on portrait rights.

▲ Screenshot from the blogger "Wulian Xu August" Douyin video.

Just when the "wicked" were subdued and happy, on February 1, the reversal came.

Mercedes-Benz in-car surveillance exposure: Before the incident, the screen showed that the two cars merged into one lane alternately. Mercedes-Benz does not think that it is "plugged", but rather a white car squeezed.

Subsequently, the "National Detective" went into battle, and someone photographed the driver of the white sedan at the time of the incident being an adult man, not the grandmother herself. On February 2, some netizens pointed out that the white Chery car was suspected of carrying 6 people: two elderly people, two children, relatives of the Internet celebrity old lady (who took the video), and the driver man, who was overloaded.

On February 3, a sharp-eyed netizen discovered that the Internet celebrity blogger "Wulian Xu August" involved in the previous video may be suspected of the illegal act of having different licenses for the same car and different cars with the same license plate.

In response to netizens' questions, the woman who shot the video told the media that she never said that her grandmother was the driver. In addition, they were riding in a 7-seater Chery car, and there was no overloading.

The city learned that Mrs. Xu was driving a Chery Tiggo 8 in the video, with a 5-seat version and a 7-seat version, and the manufacturer's guide price was 97,800 ~ 162,900 yuan. Regarding the problem of decks, the Shandong Rizhao police said: "The information that has been received has been reported, and it has also been pushed to the relevant brigades and relevant departments to investigate and verify this information. ”

▲The police reported that no deck problems were found.

Once the fire of public opinion is burned, no one can be spared. On February 4, with the exposure of the complete frontal surveillance of the ticket office, the fire lit by Mrs. Xu's family was brought to themselves.

The surveillance video shows that before the Mercedes-Benz man smashed the car, the white car had a movement to push forward. Seeing this, netizens exploded, "Isn't this deliberately provoking trouble?" and "No wonder the Mercedes-Benz man was forced to smash the car".

Poor quality of a punch?

Netizens changed from sympathizing with Mrs. Xu to questioning her, thinking that her family was not wronged at all, but a little "bad". Thinking about the detained Mercedes-Benz man, some netizens questioned whether the amount of damage was reasonable, and whether the punishment was too heavy?

According to Article 49 of the "Public Security Administration Punishment Law", anyone who steals, defrauds, robs, snatches, extorts or intentionally damages public or private property shall be detained for not less than 5 days but not more than 10 days and may be fined not more than 500 yuan;

All of a sudden, Chery 4S stores were pushed to the forefront.

After the incident, Chery Automobile's series of "spoiling" car owners, such as sending flowers, fruit baskets, and sending a Tiggo 9 to travel for Mrs. Xu, all collapsed with Mrs. Xu's personality, which not only made the brand dusty, but also besieged the comment area of Chery Automobile.

▲Chery Automobile gave Grandma Xu a scooter.

In addition to the issue of driving responsibility, netizens are most concerned about the hood of Chery cars, why is it so easy to be smashed out of the pit?

In this regard, industry insiders analyze that from the perspective of the scientific development of the automobile industry, the statement that "the thicker the car sheet, the safer" is completely wrong. The safety of a car mainly depends on the structure of the body frame, as well as the strength of the materials used, which are invisible on a daily basis and are equivalent to the "bones" of human beings.

Ordinary people can see that the sheet metal and plastic parts covered on the surface of the body are equivalent to "skin", and the reason why they are softer is to protect pedestrians as much as possible in the event of an accident, and they have also been affirmed by many authoritative institutions, and have little to do with the safety of the vehicle itself. The above-mentioned industry insiders believe that the hood is part of the "skin", and it is normal for an adult male to smash his fist into a pit and smash it out of the pit with great strength.

But a pit, how high is the repair price?

In this regard, Chery clarified to the public through the big V that they did not assess the damage of the vehicle for more than 5,000 yuan, and the actual price was 4,100 yuan. "It includes a series of costs such as a new hood, materials, and labor, and if you repair the original hood, it will only cost a few hundred. ”

But this remark also caused netizens to be puzzled: Will the insurance company agree to only change but not repair, and will there be insurance fraud?

A car insurance salesman analyzed that the damage to the hood was not caused by a traffic accident caused by the collision of two cars, but was an intentional damage, and the insurance company would not make a claim, and the related costs needed to be borne by the Mercedes-Benz party. "Whether it is sheet metal repair or overall replacement is completely up to Chery Chery's side. ”

According to the data, in 2023, Chery Automobile's total annual sales will reach a record 1.881 million units, of which the number of exports will exceed 930,000 units, and the group's annual revenue will be 315.1 billion yuan, both of which are record highs. And Mrs. Xu's Tiggo 8 is the mainstay of Chery Automobile's sales.

According to the Bitcar App, a total of 127,000 Tiggo 8 models will be sold in 2023. Although it is the highest sales volume in the Chery brand, it can only rank 19th on the entire SUV list, which is tepid.

In addition, although the Tiggo 9, the scooter provided by Chery to Mrs. Xu, was once expected internally, its performance after listing was relatively average, and only 33,000 units were sold in 2023.

Chery has been criticized the most in the past for new energy models, especially pure electric models are almost uncompetitive, although some new models have been launched one after another, but only the cheapest QQ ice cream, sales are barely available.

In order to increase sales, Chery directly rubbed up the traffic this time, but unexpectedly overturned.

Chery is too bad to rub the heat

Chery, a "science and engineering man who is bored with technology", always says that he "doesn't understand marketing", and now it seems that it is really not very good at it.

Although every major social event is an excellent marketing opportunity, it also requires the ability of decision-makers to think independently and distinguish between right and wrong.

After Chery's incident happened this time, it was anxious to "spoil" the car owner and send videos to rub traffic, not only did not receive the wealth of the sky, but it was self-defeating.

On February 4, there was also news on the Internet that Mrs. Xu was a new media cooperating with Chery's marketing department, and she hung her account under an MCN, which has tasks and will create conflicts on the way to boredom.

"I dared to be affectionate for a long time, what grandmother's self-driving tour is fake, and the Internet celebrity traffic is deeply bound to the business of car companies, which can be regarded as a lesson for the people of the whole country. Some netizens complained.

Although the information is unconfirmed, many netizens have found out that the Internet celebrity Mrs. Xu has had a lot of contact with Chery before, such as Chery Automobile's Douyin account, there were some videos about Grandma Xu before.

Whether the accident was planned or the inappropriate actions of both parties in anger, judging from the results, Mercedes-Benz passenger Wang was detained, the character of Internet celebrity Mrs. Xu did not stand, and the image of Chery Automobile was also damaged. There are no winners in this accident.

▲The fan data of Chery owner "Grandma Xu" account fell sharply after reaching a high point on January 30. Image courtesy of Mother Cicada.

"Conscientious enterprise, can you help me contact Mrs. Xu's daughter, sincerely study video editing, the cost is not a problem, the main thing is to learn" "Chery is also a victim in this matter, okay, people just want to engage in after-sales (forward the screenshot and send it to the group to get 3 red envelopes, delete the brackets and don't send it)" "You can continue to focus on the elderly customer group: whoever opens the porcelain, who buys who is reasonable, after all, there are already successful cases first".

It is not so much that Chery was miserable by Mrs. Xu's family, but that it is still due to its own lack of judgment.

At first, this was just an incident caused by a driving dispute, which happens all the time all the time, and the ordinary can no longer be ordinary, and it has nothing to do with the car itself. It was only because it was posted on the Internet, and it also brought labels such as "Mercedes-Benz man", "stopper" and "smashing the hood", that it attracted huge attention.

Some netizens said after watching the first video that Internet public opinion is a reversal followed by another reversal, and this kind of video that deliberately clips out the entire cause of the incident cannot be believed casually. "There are too many incidents in which the wicked sue first, and it is difficult to say whose problem it is until the traffic management department issues a formal traffic accident responsibility determination."

Some people also pointed out that the cause of this incident is also due to the unreasonable design of the road, and the port does not carry out diversion and management when the traffic flow is large, resulting in vehicles crowded together, and it is difficult for drivers to distinguish how to queue up in an orderly manner.

"Anyone who drives a lot knows that sometimes it's not because you want to plug the road because it's not the right way to do it. Some netizens said that when they were lining up, they couldn't see that far at all, so they could only follow the car in front, and it might become a road when they drove it. There are also suspicions that many drivers simply don't know what "zip-line traffic" or "alternate traffic" is.

But unfortunately, it seems that Chery Automobile is rushing to maintain and praise its own KOC (key opinion consumer) without any verification, which is too hasty. Industry insiders believe that it doesn't matter if you don't understand marketing, what you are most afraid of is that blind marketing will ruin your reputation and image.

Copyright Notice

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255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme: dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),,body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .1) 15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;---weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;-- weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);-weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);-weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK 255, 255, .05)}}@media screen and (min-width:1024px) and 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#ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .. 9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;; --weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, 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rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}