Recently, it was rumored that an employee of "Xiang Piaopiao" in Japan made a seal satirizing Japan's nuclear sewage - it was written that "0.1% of the land pollutes 70% of the ocean" and "there can be no Japan on the earth, but there can be no ocean" and other happy content, which was on the hot search for a while.
Although Xiangpiaopiao Enterprise later determined that it was an employee's personal behavior, it affirmed it with a document saying "our employees are good", which also elevated the matter to an enterprise behavior.
As a result, this "splashing wealth" came to the face, first of all, its chairman personally picked up the plane and held a sign, writing "Welcome to the return of the fragrant and fluttering warriors" to welcome back the employees in Japan.
Then, its president also visited the official live broadcast room, which caused the sales to skyrocket from 2,500 yuan to 1 million yuan, an increase of up to 400 times. Its official flagship store is even playing the promotional slogan of "Buy and get the same cup set for hot search". Xiangpiaopiao's stocks also performed strongly, with a daily limit at the opening......
In a word, Xiang Piaopiao used its employees to "criticize the Japanese nuclear sewage incident", so that the company was labeled as a "patriotic enterprise" overnight, and thus won a lot of fame and interests!
However, according to the "Blue Whale Finance" report, the pictures circulating on the social media show that the shelf labels are all in Chinese, without Japanese labels, and the cup sleeves held by tourists are also different from the cup sleeves of drinks in the store, and some people question that "this is hype posing."
The reporter called the Okubo store of Kyowa store in Japan, and the operator responded that the store had not sold milk tea with this word cup set, and this was not in our store.
On the domestic Internet, netizens have almost overwhelmingly become loyal fans of Xiangpiaopiao's "hard bar" Japanese nuclear sewage incident - the phrase "I want to buy a cup of Xiangpiaopiao" has become everyone's common mantra almost overnight.
However, Hu Xijin, a well-known media person who has just stopped working for three days, has completely contradicted the public's one-sided public opinion on this incident after his return, showing a posture of "the whole world is turbid, only I am awake" - Lao Hu angrily reprimanded Xiang Piaopiao: This is "pretending to be a hard bar, but it is actually fooling patriotic feelings"!
Hu Xijin said: "According to media reports, the relevant stores in Japan have not sold a brand's 'Ironic Ri' cup set of milk tea, and the brand is suspected of using 'employees' personal behavior, posing to create gimmicks, consumption, and fooling the public's patriotic feelings, which is very debatable."
"We have rightly opposed and condemned Japan's discharge of nuclear-contaminated water into the sea, not only in diplomatic countermeasures, but also in public opinion. However, posing for a photo with a cup sleeve, pretending to be sold in a Japanese store, and pretending to be a 'hard bar', is suspected of deceiving domestic consumers out of commercial interests, which is a serious violation of business ethics."
"The pursuit of netizens is patriotic and straightforward, which is very cherished. The behavior of the poser did not have any impact in Japan, and he faked the 'hard bar' and came to the domestic public opinion field to ask for credit, which is not unreasonable."
"To be honest, this kind of posing is not much different from making up 'schoolchildren drop their homework books in Paris'".
First, is this incident suspected of fake posing?
First, from the Japanese store's denial that it had sold this hot product; second, from the photos, the text showing the relevant satirical Japanese is all in Chinese, and there is no Japanese, which may be more pointing to its "suspected fake".
In other words, this act is not used to sell to the Japanese, but to create public opinion, especially to form a hot spot in public opinion in China, as Hu Xijin said: "The behavior of the poser did not have any impact in Japan."
In addition, could this be a premeditated public opinion marketing incident created by Xiangpiaopiao's enterprises?
However, the relevant personnel of the company have denied it, and only admit that it is the personal behavior of its employees - I personally think that this theory is still more credible.
I believe that the company does not dare to artificially create this false posing incident so boldly, because if the truth is revealed, Xiangpiaopiao Enterprise will inevitably be counterattacked by public opinion.
Of course, "if you are not afraid of 10,000, you are afraid of what if", so no one can 100% deny the existence of this possibility.
If this is a marketing incident premised on fraud, it is clear that it will have a catastrophic long-term impact on the character of the individual employee and the image of the company - who really wants to be in the company of fraudsters and dishonest?
Second, is this a marketing incident?
If the purpose of this employee was to show his personal views and feelings at the beginning, because he was dissatisfied with Japan's tilting of nuclear wastewater, it is clear that this approach itself is not too problematic and worthy of appreciation.
But there is one point, when the employee attaches and binds his personal behavior to the platform of the enterprise, this is no longer just a personal behavior, and it has become a fact that he has begun to rely on the company's behavior.
More importantly, when the enterprise does not have any complaints about the personal behavior of employees and the practice of binding with the enterprise, but also conforms to public opinion, and chooses to support its employees one-sidedly - saying that "our employees are good", this shows that the company is also "smart" to choose to be willing to be willing to distinguish between you and me, and it is determined to catch this batch of "pouring wealth and wealth", and this trend has evolved into a self-considered "successful" corporate marketing behavior. Now it seems that Xiang Piaopiao has basically succeeded in marketing this event for a while.
However, if we look at the long-term effect, has Xiang Piaopiao really succeeded? Obviously, Hu Xijin's opinion on this is negative!
In fact, if enterprises do not pay attention to market credit and carry out similar false "patriotic feelings" marketing, where is the sense of integrity? Everyone is like this, how can Chinese enterprises go overseas? Is it just to stay at home and earn money from the patriotic people?
And the enterprise allows employees to make their own claims, bind the expression of personal emotions and opinions to the enterprise platform privately, and finally, the partnership evolves into a "patriotic marketing play", then what is the difference between this and those self-media Internet celebrities who do "traffic patriotic business"?——?
Third, there can be millions of legitimate forms and practices of normal "anti-Japanese" behaviors such as dumping nuclear sewage in Japan, but the marketing methods of rubbing traffic, gaining position, posing for fame and fortune, and creating gimmicks have too many self-serving purposes, which not only should not be advocated, but will also make people despicable!
That's why Hu Xijin said: "We have rightly opposed and condemned Japan's discharge of nuclear-contaminated water into the sea, and not only have we taken diplomatic countermeasures, but public opinion has also criticized it." -- Why is it necessary to use such a method of falsification and dishonesty? It will be difficult for people not to have "conspiracy theories": Is it that in the first place, it was to engage in this kind of commercial marketing?
Fourth, Hu Xijin said at the end: "To be honest, this kind of posing is not much different from fabricating 'primary school students throw their homework books in Paris'" -- the implication of Lao Hu's words is that the perpetrators of this incident should also be punished by the law in the same way as the counterfeiters of "primary school students throw their homework books in Paris".
However, Lao Hu's secret "suggestion" is estimated to be difficult to make a trip - because these so-called "traffic, public opinion, patriotic business", they just see that in our country, such "politically correct" things are very safe to play.
So, some eye-popping remarks and some very outrageous things are constantly emerging, so even if this incident is exactly as Hu Xijin said, I believe that this employee and Xiangpiaopiao Enterprise will not only completely pass the unfavorable public opinion of Lao Hu, but also even get greater "splashing wealth" because of the reaction of Lao Hu's words!
It's just that like Sima Nan, Chen Ping, Lu Qiyuan, and "Mao Xinghuo", ...... There are more and more such "traffic patriotic performance businessmen", and our companies have also begun to follow up and follow up, which is obviously setting a bad precedent!
If our employees are not working hard, but artificially designing such false patriotic traffic small actions, and at the same time, enterprises are also for business, regardless of the honest and honest business foundation, are all for the sake of marketing, then our economy and culture want to go to the world, will there really be hope?
Therefore, "the right thing is not the right person", this time, I stand in line with Lao Hu—— I estimate that the scolding will also rumble, but why be afraid? I will buy a cup of "Xiang Piaopiao" and use its "patriotic ingredients" to suppress the shock!