A few days ago, media reported that Yu Chengdong, the former CEO of Huawei's terminal BG, will step down and be replaced by He Gang, the former Huawei terminal BG and COO.
Since Huawei cooperated with a series of car companies to create a series of car brands, Yu Chengdong has been active in the automotive field of the topic circle, whenever there is a new product release, it will inevitably expose the golden sentence of "far ahead"; as a corporate executive, it is relatively rare to personally engage in marketing, and there are only a handful of such high-profile roles in the marketing process. It can be said that such a role will inevitably attract great attention, and Yu Chengdong has indeed helped the three major car brands that have adopted the smart car model to cooperate with Huawei, and have gained huge traffic, even AVATR Automobile, which has a low depth of cooperation, has a high degree of attention, so Yu Chengdong's marketing model has also attracted the imitation of executives of major car companies, which can not only play a more effective promotion effect, but also save a lot of marketing expenses for car companies.
However, there is also an inevitable risk in the stardom of auto executives, and the role they play has become a "brand spokesperson" to a certain extent.
So once the "brand spokesperson" personality collapses, it will inevitably affect the brand, and Yu Chengdong's favorite "far ahead" has buried hidden dangers for these brands from the beginning.
What does it mean to be far ahead?
Literally far ahead of the curve, it can be understood as far ahead of the competition.
However, Yu Chengdong does not have a comprehensive and detailed comparison when describing various automobile or mobile phone products, and there is no specific competitor, so the subtext of "far ahead" here is to surpass the whole industry and surpass all brands of automobile products.
"Far ahead" without supporting evidence is boasting, and even to a certain extent it is exaggerated propaganda and false publicity, and it is not difficult to judge whether it violates the Advertising Law.
However, in the face of such well-known companies and brand executives, the relevant institutions choose to ignore them, and let them unscrupulously sing or denigrate other automakers and brands, which is bound to cause a chain effect, that is, other brand executives have to engage in marketing one after another, and fight back forcefully, which will make the auto marketing field become a miasma over time. Eventually, it will lead to the stardom of automobile executives and the entertainment of the automobile industry, which should not evolve as an industrial enterprise.
Epilogue:
Of course, the above content is only the author's personal analysis conclusion, and Yu Chengdong's resignation as Huawei's terminal BU CEO has nothing to do with insiders saying that Yu Chengdong's resignation is a normal management appointment, so that Yu Chengdong has more energy to create high-quality products.
Wait and see what will be in store for you.
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