As long as you are good at self-hypnosis, black and red are also red.
This black sentence in the communication industry is particularly appropriate for SAIC Zhiji. The traffic black hole formed after the official release of Xiaomi SU7 has made the entire automotive industry jealous and jealous.
Zhiji did the same, replicating the "face benchmarking" marketing that Xiaomi is good at: Zhiji L6 press conference, a demonstration PPT with mismarked SU7 data, successfully pulled Xiaomi into the water, and liked to mention a number of hot searches. Subsequently, Zhiji's series of "fairy operations" kept this popularity at a high level.
According to rough statistics from well-known self-media in the car circle, more than 40 hours after the release of Zhiji L6, there were two nights during the period, and there were more than 20 hot search entries related to Zhiji and Xiaomi on social platforms, and the actual number may be more.
Screenshot of Weibo
However, it is undeniable that an objective effect of this operation is that the Zhiji brand, whose recognition was previously limited to the car rim, has successfully come out of the circle.
In Tang Chen's view, Zhiji's popularity started from the face of Xiaomi, and then added to the new plot by himself. The whole can be divided into two stages, the first stage is Xiaomi's response, sending three updates in a row to ask Zhiji to apologize.
In just a few hours that night, a "fierce war of words" broke out between the two sides on social platforms, repeatedly pulling in urging an apology and apologetics, stunned netizens who ate melons.
Screenshots of the network
Xiaomi's statements to the outside world are all issued by the "spokesman of Xiaomi", which is full of officialdom. Interestingly, after Huawei officially announced the warm-up poster of the new Zhijie S7, Lei Jun forwarded his blessings and received a positive response from Hongmeng Zhixing's official Weibo.
Zhou Hongyi has great respect for Lei Jun, saying that Lei Jun's marketing is a god-like existence, which is not unreasonable. In response to the "scratching" and even a bit of "provocation" from friends, Lei Jun Gu Zuo said that he not only flattened his posture, took Xiaomi SU7 to reduce enemies and make more friends, but also indirectly made the best response to the popularity of Zhiji. "Ignoring is the greatest contempt", if Xiaomi's biggest row of faces replies in person, it will be too petty.
Back to the communication itself, Zhiji is in the depression of traffic, with marketing methods that are not very good on the table, digging a hole in the traffic pool of Xiaomi Auto to attract traffic injection. If the incident is limited to this, after this wave of operations, Xiaomi will suffer a dark loss, but Zhiji's harvest will be full.
But the heat of the second stage was a little out of control, and the audience was dumbfounded. Among them, the #Praise of suffering, #职场PUA等话题 mentioned in the hot search, the storm of public opinion even overshadowed the first stage, and Xiaomi and Lei Jun at this time completely became the background board. Zhiji's public relations crisis started because of Xiaomi, but it fermented into a storm under its own promotion.
The incident still started at the Zhiji L6 press conference. In addition to the PPT with "error" parameters, at the end of the press conference, Liu Tao, co-CEO of Zhiji Automobile, delivered a "sincere speech" with affection. He called it a start-up and a car, employees missed the birth of a child, stuck to the front line of work four times in a row, and even "ruthless" employees sent their young children to boarding schools to "see each other in a hurry".
This speech raised the focus of public opinion discussion from the Zhiji L6 to the criticism of Zhiji's corporate culture and values. For example, many netizens criticized Zhiji, not because it mislabeled the parameters of competing products, but because of "serious lack of employee care". Some jokes with strong irony also began to go viral, and some media directly pointed out that this time it was a lack of reverence for workers, which caused public outrage on various social platforms.
Affected by this, Zhiji Auto's live broadcast room and official Weibo comment area were scolded for "attacking". Due to too much criticism, the comment area in the live broadcast room had to be closed.
In fact, this is not the first time that Liu Tao and Zhiji have "overturned" their remarks. Some media disclosed that as early as the end of 2022, a test drive video of Liu Tao caused criticism, and the video content involved illegal parking at high speed, lane change without lights, compaction line, speeding and other violations and wrong demonstrations. Half a month after the incident, Liu Tao apologized on Weibo, saying that he "conducted deep introspection, and at the same time took the initiative to cooperate with the investigation, and accepted the punishment today." ”
Liu Tao has planted a bigger heel in employee care and corporate culture management this time. As for how the follow-up will end, it is not known, but a better suggestion at the moment is that Liu Tao came to Liu Qiangdong to have a good chat, learn from experience, and find a plan for public opinion backfilling on the handling of employee relations that have been criticized the most at the moment.
Why Liu Qiangdong? It is a well-known fact that he is the boss who is the best at handling employee relations in almost all entrepreneurs, or the most stable enterprise leader set up by "employees are brothers."
In all public reports, Liu Qiangdong treats JD employees as brothers. For example, a widely circulated report that Jingdong wanted to build a dormitory building for employees, and the executives built a dormitory during the implementation process, but it was not the senior white-collar apartment that Liu Qiangdong wanted, he didn't listen to the team's explanation, and reprimanded him angrily: "We can rent it if we can't live in it, and this model room will be reserved for me, so I will change the name to 'shame room', and let the management come to Suqian to visit!"
Liu Qiangdong believes that the company's management does not take employees to heart, let alone their dignity, "which is a shame for managers." There are many similar cases that Jingdong has promoted to the outside world, and has successfully shaped Liu Qiangdong into a good boss who does not forget his original intention and "don't forget each other's wealth" - he doesn't forget to fight the first-line brothers together when he is rich.
Zhiji is an automobile brand jointly created by SAIC, Zhangjiang Hi-Tech and Alibaba, which can be said to be born with a "golden spoon" and carries the dream of SAIC's brand upward. Although the nature of the company is different from that of JD.com, in the face of public opinion's doubts about employee care and corporate culture, Liu Tao can completely copy JD.com's homework.
There is also a key point, Liu Tao may be more empathetic: brothers are brothers, and if brothers can't let the boss get off the stage, they can't be brothers. This is reflected in another typical case of Liu Qiangdong, which can still be found on the Internet.
The video content shows that in 2016, Liu Qiangdong was interviewed by CCTV. There is a scene where he is having dinner with the core team of JD.com. During the dinner, Du Shuang, vice president of JD.com, suddenly said that she was pregnant, and the doctor advised her not to drink alcohol recently. But she still works on the job, and told Liu Qiangdong that she will take care of herself and delay her work. Du Shuang's original intention was very simple, to express to the boss that he worked hard and was willing to endure hardships.
Screenshots of the network
But this statement of allegiance caught Liu Qiangdong off guard, and this meal was a good opportunity for Liu Qiangdong to promote Jingdong's corporate culture and "employee care" persona, but Du Shuang was obviously planting a thunder for him. In full view of everyone, Liu Qiangdong could only urge her to rest relatively strongly. Later news showed that Du Shuang resigned from JD.com a few months later.
For Liu Tao, Liu Qiangdong's experience and handling methods can be a lesson from the past, and there is too much experience to be taken aside. Of course, Liu Tao will have his own ideas and considerations. But so far, the incident has been transformed from public relations and public opinion to smearing the water army, and even its offline stores have been affected.
In this regard, Zhiji Auto issued two statements in succession, saying that it had been subjected to large-scale cyberbullying, and officially reported to the relevant departments, saying that it had been insulted and slandered, smeared technological innovation, and affected production and operation. In this process, the CEOs of some partner manufacturers also began to stand in line and support Zhiji, saying that "I can't get used to the value of the so-called 'H powder', 'B powder' and the so-called new 'M powder'."
In this regard, Zhiji has also become a heat itself, but the statement of the cooperative manufacturer looks more like a disservice. Under this wave of impact, Zhiji's good hand has been broken by half. The new energy vehicle track is still accelerating the reshuffle, but it is not advisable to roll up for the sake of rolling up, and it is not advisable to desperately add self-drama. In particular, Liu Tao's "miserable" marketing plays a role in cooking oil with fire.
The reason for this can be explained by the evaluation of "Li Ji": Zhiji and Xiaomi are the first public opinion war between the top mobile phone factory and the traditional car-making state-owned enterprises, which cannot be described as a dimensionality reduction attack, and it is completely Tyson beating the baby.
From this point of view, it is also worth it for Liu Tao to talk to Liu Qiangdong.