Nezha Automobile CEO Daniel Zhang's "Erlang Leg Door" caused netizens to spray wildly
In the latest online live broadcast, Nezha Automobile CEO Daniel Zhang's "stilted legs" action triggered netizens to spray his words and deeds.
Daniel Zhang has always maintained a sitting position with his legs wide open during the live broadcast, which was photographed by netizens and contrasted with the humble and courteous image of Xiaomi's founder Lei Jun. Soon, these comparison pictures went viral on the Internet, and many netizens left messages saying that Daniel Zhang's style was "too high-minded" and "lacked the most basic etiquette".
In the face of netizens' doubts, Daniel Zhang "broke the defense" on Weibo and counterattacked, saying that "I was compared by a bunch of licking dogs" and "let me act, I can't do it". These words undoubtedly added fuel to the fire, and more netizens left messages criticizing Daniel Zhang for "no one in his eyes" and "arrogant".
A few days after the incident fermented, Daniel Zhang had to post a video to apologize to netizens, explaining that he liked Erlang's legs because of the old waist injury, and did not intend to offend Lei Jun or anyone. But Daniel Zhang's tone in the video still seems a little aggressive and lacks sincerity, so this "apology" does not have much sincerity in the eyes of netizens.
This is no longer Daniel Zhang's time because of his language behavior. Earlier, he publicly stated that the poor sales of Nezha Automobile were mainly due to the lack of good marketing, and he needed to learn marketing concepts and methods from Lei Jun. But this incident just shows that Daniel Zhang's marketing concept and execution level are very different from Lei Jun's humble and low-key style.
Daniel Zhang's arrogant style contrasts sharply with Lei Jun's humble style
This incident once again exposed the difference between Daniel Zhang and Lei Jun in words and deeds.
On the one hand, Lei Jun has always shown people in a humble and polite style, whether in public or in private, he will maintain a decent and generous demeanor. Even at the latest Xiaomi press conference, Lei Jun was also in a suit and meticulous. This kind of humility from the inside out has not only won the respect of consumers, but also established a good brand image of Xiaomi.
On the other hand, Daniel Zhang's "stilted legs" in the live broadcast this time undoubtedly seemed quite indecent. What's even more ridiculous is that in the face of netizens' doubts, he not only did not reflect on it with an open mind, but instead said wildly, "I can't do acting". This kind of empty-eyed, arrogant words and deeds are simply in contrast to Lei Jun's humble and low-key style.
The difference in marketing concepts is also an important reason for the difference in behavior between the two. Lei Jun has always emphasized "users" and "making products with the heart of Xiaomi and the heart of enthusiasts". He is hands-on, maintains close interaction with rice noodles, and listens attentively to the needs of users. Daniel Zhang had previously bluntly said that Nezha's poor sales were due to poor marketing, but judging from this incident, his understanding of the marketing concept seems to be still on the surface.
The words and actions of a company's leaders can often directly affect the brand image. Lei Jun's humble and courteous style has won Xiaomi a good reputation, and Daniel Zhang's arrogant style may only make Nezha's image in the hearts of consumers worse and worse.
Nezha's marketing practices have been severely criticized by investors, and they should learn from Xiaomi
In this incident, Daniel Zhang's words and deeds not only triggered a wild spray from netizens, but also made Nezha Auto's investors feel extremely disappointed.
As early as the beginning of this year, Zhou Hongyi, chairman of 360 Company, publicly criticized Nezha Automobile for being "self-congratulatory" and pretentious in marketing. He bluntly said that the model naming of Nezha Automobile is too weird, making it difficult for consumers to remember, and suggested that it should learn from Xiaomi and name its products with simple and easy-to-remember names.
The Daniel Zhang "Erlang Leg Gate" incident made Zhou Hongyi see clearly the deviation of Nezha's automobile marketing concept. The leader of a company is so empty-eyed and arrogant that it is difficult to gain the trust and goodwill of consumers.
Nezha Auto has taken the wrong path in its marketing strategy from the beginning. They are keen to create "influencer" marketing gimmicks but neglect to polish the product itself, and they package themselves without listening to the real needs of consumers.
Xiaomi has always adhered to the concept of "users", and Lei Jun personally interacted with rice noodles and listened to users' voices. Xiaomi's product line is also simple and straightforward, making it easy for consumers to understand and remember. This user-centric marketing strategy has allowed Xiaomi to win a large number of loyal fans.
For Nezha Automobile, this incident is undoubtedly a profound lesson. If you do not reflect on and correct your marketing concepts and practices in a timely manner, it will be difficult to gain a firm foothold in this competitive auto market. Perhaps Daniel Zhang should humbly ask Lei Jun and Xiaomi for advice and learn the true "user-centric" marketing method.