Recently, a number of car company leaders have personally participated in live broadcasts, some of the bigwigs have brought huge attention and sales to the brand, and some have caused controversy because of their remarks and body language, and they have ended up apologizing. Nezha Automobile's CEO Daniel Zhang encountered a public opinion crisis because of the live broadcast.
On April 17, Nezha Automobile CEO Daniel Zhang opened a live broadcast, during the live broadcast, he responded to netizens "Buy Nezha, can you open the door for me?", said: As long as I have time, I bow 90 degrees to open the door for you.
However, many netizens compared the posture and attitude of Lei Jun and Daniel Zhang when they were interviewed and faced with the camera.
Netizens commented:
"Lei Jun is really humble in his bones, and Daniel Zhang is still a condescending posture. ”
On April 19, Daniel Zhang posted on Weibo that Erlang's legs were "his own waist is not good", and used the word "licking dog" to respond to netizens. The tweet was subsequently deleted.
On April 21, Daniel Zhang posted a video through Weibo Video, explaining several controversial points and apologizing to netizens.
The video caption is:First,It's true that the waist is not good during the live broadcast,The usual sitting posture is how comfortable you like,I prefer to stilt Erlang's legs,It's not that it's high,In the future, the live broadcast will pay attention to maintaining a standard sitting posture。
Second, when answering questions from netizens, he said that he could not only open the door to the owner like Mr. Lei, but also bow 90 degrees to open the door, which was not offensive at all.
Third, I was really impulsive when I posted that Weibo, but I meant that I was usually in this state, and I felt that a posture like Mr. Lei Jun was not a daily state for me, so I said that I wouldn't act, and I didn't mean to insinuate Mr. Lei at all, and I maintained great respect for Mr. Lei. I hope this matter can end here, please be merciful to all netizens.
Some netizens commented on this apology video: To put it bluntly, everyone's usual work and life are hard enough, and when surfing the Internet, no one wants to see a typical "leadership posture" on top.
According to a report by Blue Whale Finance, at the beginning of this year, Daniel Zhang, founder of Nezha Automobile, said at the Nezha Auto Global Value Chain (Marketing) Conference that the reason for the sluggish sales of Nezha Auto is mainly marketing.
To this end, Daniel Zhang is determined to personally grasp marketing. In December last year, Daniel Zhang issued 13 personnel appointments, which "greatly changed" the senior personnel and marketing system, removed the executive vice president and executive vice president of Nezha Marketing Company, and made himself the president of the marketing company, comprehensively improving marketing communications.
Before founding Nezha Automobile, Daniel Zhang worked at Chery New Energy and BAIC New Energy, where he was in charge of marketing business.
Last month, Daniel Zhang invited Zhou Hongyi, the founder of Nezha Auto shareholder 360, to appear in the official live broadcast room to build momentum for his upcoming new product Nezha L, which lasted more than 3 hours. In the live broadcast, the "red-clothed sect leader" bitterly criticized Nezha Automobile for not engaging in marketing, and asked Daniel Zhang to learn the idea of Xiaomi Auto to display the production base.
Judging from the data of Chedi, in the second week of April, Nezha's S, the No. 1 selling Nezha S model, sold only 49 units.
(Comprehensive sources: Pear Video, Blue Whale Finance, Understand Chedi, Weibo netizens, etc.)