Source | New entropy
Author丨Sakuragi Editor丨Ippah
Baidu's No. 1 public relations position is suffering from the backlash of traffic.
During the May Day holiday, Baidu's vice president in charge of public relations, Xuan Jing's short video account "I am Xuan (qu) Jing" became popular. With sharp content and a deep understanding of "996" by traditional Internet elites, it quickly attracted the public's attention.
"Employees break up and leave their jobs in seconds." Remarks such as "on call from 7 a.m. to 12 p.m." have made adjectives such as wolf and female boss become Jingjing's labels, plus a graduate from a prestigious school and a resume that once worked for Huawei, which further confirms the elite personality. Regarding this content, judging from the feedback from the C-side, the differences are very large. Those who agree believe that Dachang culture is originally chasing efficiency, but opponents think that the expression of Xuan Jing is too ruthless. The opposing positions also further increased the flow of Xuanjing.
At the same time, as the vice president of Baidu, Xuan Jing personally went down to shoot short videos, which also made the outside world think, does Baidu want to be all in short videos? Or copy Zhou Hongyi's homework and empower its own business from the traffic pool?
But the reversal of the incident came very quickly, and as the traffic continued to soar, the outside world's doubts about Xuan Jing began to escalate gradually.
Some analysts pointed out that Xuanjing's Douyin account, judging from the number of likes and the increase in followers, does not look like an account that suddenly broke out. Subsequently, according to Xindou data, as early as March 2022, the number of fans of the account exceeded 900,000, and it was not just a recent increase. The fan portrait shows that the account has a majority of female fans, accounting for 93.65%. From the above information, it can be basically determined that Xuan Jing's account is not starting from scratch, but more like buying an account.
At the same time, in terms of content, the planning of Xuan Jing and Baidu's public relations team is also quite grass-roots. Judging from the several videos that have been posted, the content points to the direction of emotion, workplace, career, family and other relatively unrelated to their own business, although the audience is wide, but the relevance to the enterprise is far away, more like the style of an Internet celebrity blogger. The excessively sharp views quickly intensified the contradictions, and also triggered a large-scale verbal and written criticism, and the traffic was won, but these traffic did not benefit the company's business, nor did it raise the public's awareness. At this point, compared with Zhou Hongyi and Lei Jun, who earned enough traffic at the Beijing Auto Show, they made a judgment.
Returning to the direction of Xuanjing's main business of public relations, some netizens raised a question in the comment area, "If you encounter the Wei Zexi incident when you are in office, how will you promote it?" ”
"It doesn't make sense", "I can't judge", "It's not fair", three of the more vague responses, obviously a little bit about him. Many netizens said that the Wei Zexi incident, as a public relations case selected for the business school level, not only has commercial value, but also reflects social value. At a time when social responsibility is being emphasized, it is difficult to become a satisfactory answer to the question of why Baidu's public relations No. 1 position has adopted an evasive or even evasive attitude towards this incident.
Looking back on the entire context of the popularity of Xuanjing traffic, from the perspective of Douyin short videos, the packaging traces are extremely obvious, and some scenes and words are very similar to the methods used by Douyin to shape IP such as big V sea cucumber and big blue. To some extent, it may even be the result of the outsourcing team. But from another point of view, Baidu's eagerness to bet on short videos also seems to show the internal pressure on traffic and growth.
As of now, Xuan Jing has deleted all related videos on her Douyin account, and fans are gradually leaving the scene, as if they had watched a lively scene. But I believe that Baidu under this turmoil will continue to be exhausted by the anxiety and pressure of traffic.