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- Source/Night Deep Finance
- Author/Night Deep Finance
引言：“总有刁民想害朕”？
No one thought that after sending three apology letters to Xiaomi with a sincere attitude, Zhiji would forcefully stage the reversal of the "report letter".
Source: Zhiji Weibo
The rhetoric was so fierce that it was astonishing.
The words are full of anger that "there are always people who want to harm me".
Zhiji's grievances are "justified":
Extremely humble admits mistakes, but in exchange for the official live broadcast room, the comment area of the official account, the live broadcast room of the dealer store and the public opinion attack on the major online platforms.
"I've apologized, what do you think of me?"
A proud lady bowed her head and admitted her mistake, but her heart was full of dissatisfaction.
But public opinion is not that if you say "I'm sorry", I must reply "it's okay".
Many times it evolves in a haphazard manner along a non-linear logic.
Taking a step back, does the follow-up trend of public opinion really have anything to do with the wrong Xiaomi SU7 parameters?
The new energy circle has always been unrighteous in the spring and autumn period, and the means are despicable and despicable.
But it is difficult to say whether the public opinion attack suffered by Zhiji is the opponent playing ghosts, or Mr. Liu's remarks that "in order to build a car, employees give up their wives and children" are causing trouble.
Source: Weibo netizens
At least judging from the screenshot of the "personal attack" released by Zhiji, the power of this remark is like an incomparably sharp knife inserted into the hearts of countless workers, touching the backlash of the public, so that many people do not choose to speak.
Source: Zhiji Weibo
I don't know how much impact this "traffic bullying" has had on Zhiji to produce such a big reaction.
I don't know if the sales of 10,000 units in 23 hours have met expectations, but with my limited knowledge, this is obviously a good data.
However, judging from the final result, Zhiji is most likely dissatisfied, but this "report letter" with an unknown subject obviously did not play the deterrent effect it should have.
What followed was a new round of ridicule, abuse, and ridicule of "reporting letters and advertising".
From a PR point of view, this is obviously a negative operation, or even a PR disaster!
Because Zhiji obviously has a huge cognitive bias in the public opinion of real-world netizens.
I admit that there must be "black PR" in this, but the anger of the public sentiment is also real.
It's just that Zhiji was carried away by anger:
Murong Fu, who is crazy, looks at everyone is Duan Yu.
However, this behavior of Zhiji reminds me of the ideal of attacking the "darkness" some time ago.
What they all have in common is that they can't explain where the negativity comes from, so they point the finger at the clear "enemy".
Zhiji's name is good, but obviously he doesn't know his opponent.
I don't know if Xiaomi is involved, but Zhiji and its suppliers have most likely aimed their guns at Xiaomi.
Source: Weibo netizens
In my opinion, it is actually difficult to understand the behavior of Zhiji from a public relations perspective.
To a large extent, when you write "benchmarking" Xiaomi on the page of the PPT of the press conference, you should have thought that there will be a wave of public opinion confrontation in the future.
From the perspective of marketing, this kind of back-and-forth banter and ridicule is not only the norm of the Internet, but also the social media marketing idea of the entire new energy circle.
In this context, no one takes ridicule seriously, and acquiesces that everything is well-intentioned.
But when Mr. Liu's remarks led the topic to another uncontrollable dimension, public opinion got out of control.
As a result, Zhiji broke the default marketing rules in the industry, and there was a suspicion of "flipping the table and not being able to play".
The most incomprehensible thing for me is this sentence in the "Report Letter":
"such organized cyber violence...... It negates the company's technological innovation achievements for many years...... It will seriously deal a blow to the public opinion environment and value orientation of independent innovation in China's automotive industry. ”
It's hard to imagine that a few lines of keyboard typing on the Internet can drown out the technological innovation of SAIC Motor, which has been in the business world for decades.
In this way, Tesla, which has "failed the brakes" countless times and has been rubbed on the ground countless times by the "black public relations" of friends, should not be the first car company to go bankrupt in the new energy circle.
In the business field, there is so much height, value and significance.
I played a bad press conference, and I didn't get the traffic, why bother to give such a big hat to my friends.
If this hat is really buttoned, it may be the biggest blow to the independent innovation of China's automotive industry.
I don't know if Mr. Liu and Mr. Lei swap positions, and look at SU7 with a magnifying glass in front of everyone:
"No refundable deposit", "seat bulge", "undelivered paint off", "charging wiring harness 'copper to aluminum'", "premium is too high" and a series of questions will be how to feel.
I'm afraid I don't know how to write this report.
Instead of attacking outside, it is better to introspect.
Black PR or white PR!
In fact, there is a deep business and product logic behind it:
A parameter error is a small matter, but it also reflects the meticulousness of the work;
Mr. Liu's remarks are also reminding Zhiji that he should care about employees.
No matter how strong the technology is, don't let the corporate values go astray.
Henry Ford II, who invented the 8-hour workday, gave the greatest inspiration to future generations not in the automobile industry itself, but in the following:
People who don't have time to experience life are doomed to not understand the needs of real users, and they can't build good cars.
The war of new energy is fierce and involuted.
But countless successful business cases in the past have proven that:
The one who goes to the end is not necessarily the most technical, but it must be the most charismatic.
Including products, of course, also people.