Source: 007 in the PR world
What is "high emotional intelligence"?
The "previous sentence" that was deliberately intercepted
The day before yesterday (April 14), Michael Kirsch, President and CEO of Porsche China, personally responded to "Xiaomi SU7 plagiarized Porsche's new 2024 Taycan", and this topic also rushed to the hot search on Weibo.
"For the similarities between Xiaomi SU7 and Porsche, I think maybe it is that good design always has a heart", many media deliberately intercepted Ke Shimai's "good design has a heart" as the title.
This made netizens have an "illusion", Porsche's attitude not only did not "despise" Xiaomi, but also "thumbs up and praised Xiaomi", as a result, many netizens shouted "Porsche, high emotional intelligence, pattern".
However, some public relations people believe that in public, Ke Shimai must not directly attack friends (Xiaomi), and it is understandable to say some high EQ rhetoric, "good design is always smart" is just a polite remark of high EQ.
What do you mean by "swearing without swearing"?
The second half of the "122 words, word by word"
In order to verify what Porsche's attitude is?007 searched the original words of Ke Shimai's response (full text), and found that many media seemed to "intentionally" omit the "second half" of Ke Shimai's response (about 122 words, see screenshot), he emphasized that "Porsche follows a unique design aesthetics, product research and development has always adhered to innovation, fair, just, honest, legal and healthy competition..."
It is not difficult to see that the second half of the president's response is the focus, which can be described as "not a single dirty word was said, but, every sentence slapped in the face, and every word was heartfelt". (Quoted from online comments, Xiaomi PR Don't report 007 malicious speculation).
In response to Ke Shimai's "statement", Lei Jun and Xiaomi officials have not given any response at present, but Lei Jun responded in a timely manner, "Huawei Mr. Yu ridiculed the design of our Xiaomi SU7 original mobile phone holder at their press conference".
007 also deliberately went to the Weibo of Xu Jieyun, special assistant to the chairman of Xiaomi Group and deputy general manager of the marketing department in China, and looked at it, but there was no response from his public relations on behalf of Xiaomi, and his latest Weibo update stayed at SU7 Meipai 21 hours ago.
It can be seen that Xiaomi understands in their hearts that Ke Shimai did not really praise Xiaomi, but just gave Xiaomi "face".
Because, compared with the 2017 Shanghai Auto Show, Oliver Blume, CEO of Porsche AG, and a senior executive of India (suspected/unconfirmed), quietly walked into the Zotye exhibition area, when they saw the "Zhongshitai" (Zotye SR9), which was almost exactly the same as their own model Macan, the Indian senior management was directly dumbfounded on the spot, and the "frowning and flat-mouthed", indescribable expression photo, had gone viral on the Internet. (I want to laugh a little at the moment, Indian Ah San competes with Chinese merchants, you are still a little tender)
Salesman "no increase in customer inquiries"
The hype instead made Porsche sales -24%?
As soon as Xiaomi SU7 was launched, Lei Jun made a high-profile comprehensive benchmark against Porsche, firmly bound to "Porsche", and madly swallowed Porsche CP, thus giving birth to "Mische".
In the face of the crazy hype of "Mische", Porsche also carried out a "counter-sour", and even a Porsche 4S store in Shenyang, Liaoning Province launched a reverse hype gimmick of "buy a Porsche and get Xiaomi SU7".
Although, it was later confirmed: "It's not that you buy a Porsche, and then I will give you a Xiaomi SU7 directly, but give you a cash discount, and now Taycan can be discounted by more than 200,000 yuan across the country, which is equivalent to the price of a Xiaomi SU7."
With the global launch of Xiaomi SU7 on March 28, Porsche also ushered in a traffic explosion, the data shows that the WeChat index of Porsche Taycan has achieved a significant jump, with a single-day index increase of 318% month-on-month, and the popularity has lasted for a whole week.
This hit a historical peak of splashing traffic, and it stands to reason that it should also make Porsche earn "splashing wealth", but the result is surprising: "After the Xiaomi SU7 became popular, it did not make Porsche significantly increase in consulting." ”
The media interviewed a Porsche sales person in Beijing, who said, "After the release of Xiaomi SU7, a large number of content related to Porsche and SU7 did appear on WeChat, Xiaohongshu and Douyin, but these consultations are often not the real target audience of Porsche, and they will not buy it." ”
The price range of Porsche's Taycan electric vehicle ranges from 1.008 million to 1.998 million yuan
Another "tragedy" that surprised Porsche even more was that Porsche delivered 16,340 cars (i.e. sales) in China from January to March (2024), a year-on-year decrease of 24%.
At this time, Ke Shimai was very "determined", and did not attribute the reason for the decline in Porsche sales to "Mische", but "introspection". He said that there are many reasons for the decline in sales, there is a time lag between the release of new cars and delivery, and Porsche's insistence on "quality over quantity", coupled with the retaliatory consumption after the "special period" in the same period last year, when sales soared, making this year's year-on-year base high, so relatively speaking, it declined.
I believe that after reading this, you will better understand Ke Shimai's response to "Xiaomi SU7 plagiarism Porsche", whether it is a "face" with high emotional intelligence? or a heartfelt "hero sympathy" praise, or "the baby is bitter in his heart, I can't say anything directly" helplessness?
In particular, he is still facing Xiaomi, who has always had the spirit of "dedication", what else can Ke Shimai have besides "high emotional intelligence" response?
And Xiaomi SU7 sales do not seem to have reached as advertised, the same day that Ke Shimai responded, on April 14, car blogger Sun Shaojun disclosed: Xiaomi SU7 locked orders exceeded 60,000, and the large order refund rate was about 55%.