A press conference of Zhiji Automobile made the already uncalm automobile circle even more restless.
Zhiji, Xiaomi...... The two sides went back and forth, after a few rounds of confrontation.
Zhiji Auto finally couldn't bear it anymore and directly sent a real-name report letter.
Zhiji Auto believes that this "outrageous incident" is an "organized act of cyber violence".
The reason why Zhiji Auto is so indignant is probably due to two points.
First, the scope and quantity of online violence have never been experienced before.
Second, in addition to the criticism of Zhiji Auto itself, it also includes the employees of Zhiji Auto, and even the owners of Zhiji Motors have suffered an incredible "curse".
This kind of thing may be common in the "machine circle", but it is rare in the "car circle".
It is difficult to make a conclusion about "whether there is an organization or not" behind it, but there must be the participation of the self-media who rely on this to eat and some "spiritual shareholders".
In fact, similar chaos in the automobile circle has existed for a long time, such as the dispute between domestic production and imports, the dispute between range extension and plug-in mixing, the dispute between pictures and non-pictures, and the dispute between vision and radar......
But compared to these, the rapid development of negative public opinion this year is staggering.
Li Xiang, CEO of Li Auto, said on March 11 on Moments.
What has happened in the past 10 days should be relatively clear to everyone. Many users and friends worry about us, speak for us, and continue to help and support us no matter how difficult it is. I am deeply grateful, and this is the core driving force of our growth.
Li Xiang said that for those organized ...... that exist in the incident
Subsequently, He Xiaopeng, Yu Chengdong, and Luo Yonghao left messages of support.
It's been a month......
What happened to the counterattack?
And who organizes it "behind it"?
There is no answer.
Li Xiang's emotion in the circle of friends is a self-venting without answers.
Zhiji Auto's whistleblower letter will probably end up with such a result.
But, does it work?
I think there is.
A battle has "exploded" a lot of car companies.
On April 11, the "Celis Automotive Legal Department" was officially launched.
"In response to false remarks and malicious slander, we will take legal measures to defend our legitimate rights and interests and maintain the brand image and reputation of Celis Automobile...... Providers will be rewarded accordingly. ”
"Lantu Lufang" also posted two articles in a row on April 11, "...... Publishing false information, exaggerating or creating rumors on the Internet, and even malicious attacks and indiscriminate cyberbullying, misleading users, making it difficult for users to distinguish the authenticity of information, and thus influencing users' judgment and decision-making, these so-called propaganda are based on the exchange of interests and cannot be ...... for a long time."
But this role is also limited to the present.
In 2023, some car companies have defended their rights against online trolls and car bloggers.
Great Wall offered a reward of 2 million to 3 million yuan, and BYD offered a reward of 5 million yuan, and the amount of compensation for seriously infringing accounts by car companies is also staggering.
But the effect is not very obvious.
After that, there were still "winter test storms", "endurance storms", and "fuel consumption storms"......
Car companies try their best to show an inviolable posture, but driven by interests, the deterrent effect released is too short.
After a month or less, there will be self-media and online trolls for "small profits".
In March 2023, 14 car companies, including FAW, Dongfeng, Changan, Great Wall, Geely, and BYD, jointly launched the "Joint Initiative on Resisting Online Trolls in the Automotive Industry", making it clear that they will not participate in or hire online trolls to make any negative comments, irritation, or malicious smears.
At the same time, we will jointly resist enterprises that employ online trolls, jointly resist service agents who maliciously flood and smear, and resist all unfair competition behaviors that fabricate false information and attack and provoke peer relationships.
But this assurance...... In the "knockout round" of life and death, how much credibility is there?
Let's take a simple example.
"Friends", Tesla.
At the press conference of car company A, there was a burst of benchmarking, openly benchmarking Tesla, and secretly stepping on "friend B".
Why did you do this?
Because of the large traffic of "Friend B", Tesla is an alien leader in the automotive industry.
A benchmarks "friend B" for traffic, and targets Tesla, the head of the industry, in order to show its strength.
But the industry leader, the industry head, and the industry traffic are not the original sin!
At the press conference, I made a big blackboard that I couldn't see clearly, and I barely lost two places in comparison.
Who can stand this?
Even some benchmarks are often not comprehensive benchmarks, but selective comparisons of A car companies.
Will consumers have misunderstandings after reading the benchmarking of car companies?
Will consumers who don't know the truth abandon B and choose A in a situation similar to "flickering"?
Absolutely.
But that's only secondary.
When Company A targets Company B, which has a large number of "spiritual shareholders", then the next thing is very "fearful".
"Feel the fear of being dominated by the plane!"
Now, Zhiji Auto can be regarded as thoroughly feeling.
Next, the mutual pull between car companies will definitely happen.
At the press conference, the operation of Tesla and friends will not disappear because of Zhiji and Xiaomi.
But there is one thing that car companies should be clear.
Whether it is a new car-making force or a traditional car company, consumers give them the same opportunity to tolerate mistakes.
Yes and only once.
A car is not a gadget and is worth far more than a mobile phone.
After the mobile phone brand is used to it, even if you know that it may have some minor problems, it may be worse than that of your friends.
But because of habit, I probably won't change brands easily.
Cars are a different story.
It is often two or three hundred thousand, and it is even related to the safety of consumers themselves.
As long as you disappoint consumers once, no matter how many fans you are, he will be at odds with you.
So.
The big or small traffic, the good or bad of the press conference.
It can only determine whether the starting point of the car company is "10,000 Dading" or "50,000 Dading", but it cannot affect the end point of the brand in the automotive industry.
The competition in the automotive industry is very cutthroat, especially for new energy vehicles.
An unconfirmed figure shows that in 2018 there were 487 new energy vehicle companies in China, and now there are more than 40 left.
It may not take three or five years for a car company to go from having to nothing.
Similarly, a car company can exist for more than 100 years.
Ford was founded in 1903;
GM was founded in 1908;
Audi was founded in 1909;
BMW was founded in 1916;
Mercedes-Benz was founded in 1926;
Volkswagen was founded in 1938
……
And what about our domestic car companies?
In particular, new energy and new power car companies entered the market even later.
As a newbie and a new player in the industry.
They have the courage to overturn their peers, dare to challenge traditional car companies, and dare to surpass international giants, but they lack a sense of awe that truly respects their peers and respects the automotive industry.
The picture is from the network, if there is any infringement, please contact this account to deal with it.
This article is original content, no form of transportation is allowed, it has been signed for the protection of rights across the network, if you have any needs, please contact this account.