"The Internet and information technology industries have shown a stronger culture of flexibility and innovation, which does not mean that the industry can ignore the rules, on the contrary, emerging industries need more rules and institutional constraints."
Let's first review the events:
On November 21, at the China Leading Enterprise Talent Development Forum, Wang Wei, vice president of Qinghe University, an executive of Xiaomi Group, said in his speech: "Xiaomi believes that in the future, those who get the silk will get the world, and the young people will get the world." As soon as the remarks came out, there was an uproar, triggering condemnation from netizens. Some rice noodles said that Xiaomi will pay the price for speech and will never buy the company's products again.
On November 25, Xiaomi issued a statement in response to this remark, saying that the remarks did not represent the company's attitude at all, nor had it been reviewed by the company, and Wang Song himself deeply regretted the harm caused to rice noodles and users by his imprudent and wrong remarks, and took the initiative to resign and be responsible for it.
Xiaomi said that rice noodles and users are Xiaomi's most cherished friends, and Xiaomi will continue to strengthen internal management and resolutely safeguard the interests of users and the company's brand reputation. Wang Song himself also expressed a sincere apology, saying that the relevant remarks are only the expression errors of individuals in the closed-door exchange activities of related industries, which do not represent the company's views and positions at all, and hope that everyone will not misunderstand Xiaomi. Wang Song said that after the incident, he had a deep reflection and was deeply ashamed, and decided to assume full responsibility and ask the company to resign. Xiaomi immediately approved the resignation. ”
A "slip of the tongue" triggered an explosion of network spread, from the speech on the 21st to the departure on the 25th, it has to be said that the whole incident will be "Internet speed" vividly reflected.
Xiaomi company born in response to the Internet era is also good, and soon dealt with this incident (regardless of how it is handled), this kind of thinking and habit of responding to the crisis quickly and decisively is worth learning from other companies, some companies face the event, slow to act, even if they finally make a move, they have missed the opportunity and are characterized by the public and appear meaningless.
So what should we think of the event itself?
I immediately thought of a previous incident of a slip of the tongue, in which Kai-Fu Lee said in a public meeting:
Earlier, I helped Megvii Technology Company find some partners, such as Meitu and Ant Financial, so that they could get a large amount of face data, and helped them find valuable commercialization directions in the process of exploration.
Since then, Megvii Technology and Ant Financial have issued clarification statements, and Kai-Fu Lee has also apologized quickly. However, the suspicion of leaking customer data privacy caused by "slips of mouth" has taken root in the public mind, and trust has been shaken.
Back to the Xiaomi incident, it is because of the misfortune of oral errors, although they have been dealt with in time, but I am afraid that the bad impact has been generated, and the discussion is still continuing (the author found that in the recent xiaomi related news, there will always be similar comments "In order not to become a dick, I still do not buy" and so on)
Why do such low-level mistakes happen to Xiaomi executives?
First, the chain reaction of the fanatical pursuit of heat and traffic
Internet companies are often open and free, advocating innovative cultural atmosphere, relatively free speech, closely follow the trend of the Internet, well versed in a variety of Network buzzwords, this is the industry attribute, this is a fashion, there is no problem itself, if an Internet company people speak very formally, rigorously, it is inevitable to give people a dull, inaccessible impression.
The impression of Lei Jun's speaking style is humorous and funny, and various Internet buzzwords are used just right, which can close the distance with fans very well. But the problem is also here, it should be said that many Internet companies represented by Xiaomi are constantly catching up with the heat, where there is traffic, where there is dividends to go, no heat to create their own heat, must not let their sales "cool",
Therefore, the marketing department is basically just the sales department, public relations is to extinguish the fire, and the executives also have traffic assessment, eager to be all Internet celebrities, each can bring goods, and strive to be on the same page as Lei. Therefore, this "slip of the tongue" may not be a slip of the tongue, but a habit, such as getting used to it internally and not not noticing anything unusual. So in an open industry exchange meeting, blurted out.
So, why focus only on popularity and traffic and relatively ignore the corporate image? Perhaps because entrepreneurs pay more attention to short-term sales and current market position, they lack confidence in continuous competitiveness (the homogenization of the increasingly serious mobile phone market, once the sales decline, it is difficult to surpass, at this time, core competitiveness and brand value are particularly important).
Second, Internet companies should clarify the forbidden area of online language
"The one who gets the dick wins the world" Combined with the context of her speech, we can understand that she herself has no malice,
Into:
Young people win the world
Whoever gets the traffic wins the world
He who wins the masses wins the world
No problem,
Why doesn't this sentence work?
Because times have changed.
At that time, di si was a word that longed to be recognized by the public media, you dare to say that you are OK you are strong; now di si is a self-deprecating word, generally like to laugh at yourself that you are di si, but others say that you are di si that is swearing, so for this issue still needs attention, this sentence hurts the heart of rice noodles.
If you want to be a market for young people and communicate happily with young people, you must spend time to figure out how to use their vocabulary, otherwise it will be counterproductive.
The marketing department of traditional manufacturers generally has strict caliber management, from front-line employees to executives, and the words involving the company in public must be standardized. I hope that Internet companies will pay more attention to the use of Internet buzzwords, otherwise it will hurt your customers and lose your reputation.
Third, openness and flexibility do not mean that there is no need to follow the rules
In fact, enterprises in different industries have different cultural performances, and the Internet and information technology industries have shown a stronger flexible and innovative culture, which does not mean that the industry can ignore the rules, on the contrary, emerging industries need more rules and system constraints.
In the era of big data, many enterprises exploit institutional loopholes, plagiarism, theft of data, buying and selling user privacy and other behaviors emerge in an endless stream, the industry chaos continues, disputes between competitors, everyone scrambles in the process of chasing the dividends of the times, the posture is very indecent, the Internet industry is one of the fairest and sunniest industries in China, this fairness and sunshine originates from this industry to start late. Practitioners should maintain a rare level playing field in this industry, take the initiative to abide by industry rules and orders, let competition be carried out under the sun, and make the industry environment healthier.
Author: Dong Chao--Director of Concentric Power Consulting
Source: Concentric Power Management V Perspective