Netease automotive industry 2021-08-06 09:13:28 阅读数:522
“ Do you want to give Wu Yifan a chance , Guan Xuan asked him to be his spokesman , Tell everyone to give him a chance , Bad guys also need opportunities .”8 month 3 Friday night , A screenshot shows , In a program called “【 Which zha 】 Brand center management group ” Of 14 In the wechat group , A member named Peng Gang said .
The Internet spread Nezha car Discussion group content
This screenshot of online group chat , Let Nezha's car get on the cusp of public opinion in a short time . Some netizens said on social media ：“ Unexpectedly, we can come up with a plan to invite the suspect to be a spokesperson to achieve the purpose of communication ？ It can be seen that some people in Nezha's public relations team want to be popular , There is no bottom line , Even by all means .”
Just like this amazing screenshot of the conversation itself , Also of concern is the speed of Nezha's response to this matter .
The screenshot was generated in the evening 9 when 45 branch , And Nezha's disposal statement was late 11 when 19 It was officially released , The statement announced the dismissal of Peng Gang, head of marketing, and relevant public relations personnel , Only about an hour and a half before and after . On the evening of 11 when 39 branch , Just the past 20 minute , Nezha auto investor 360 Also issued a statement on the matter , He said he supported the dismissal of Peng gang .
Nezha automobile official statement
“（ rapid ） After dismissal , This is good for Nezha's image .” Zhang Kangkang, director of additive R & D center of Qingyan Huake New Energy Research Institute, told economic observer .
Zhang Kangkang said , Which zha 7 Monthly delivery 6000 car , Firmly occupy the second echelon of the new forces of car making , The momentum is good , At this time, I certainly don't want negative events to affect the momentum , Therefore, Peng Gang must be carefully dismissed . and , Behind Nezha 360 Company and “ The leader in red ” Zhou Hongyi , More afraid of this negative impact . Considering this layer , Peng Gang must also be dismissed .
Some experts also pointed out that , This may only be a of Nezha's car “ Bitter meat plan ”. Zhu Yulong, senior engineer of automotive electronics and new energy, shared his views on this matter with the reporter of Economic Observer network , He said , The matter began to ferment further , And developed in the direction of self guidance and self performance .
“ Nezha and 360 Attach great importance to this potential crisis , From the perspective of attitude, it is to resolve the risk at all costs , But without seeing the actual negative public opinion , The matter gradually spread out in circles , And a lot of exposure of Nezha brand . This is a premeditated conspiracy or malicious hype , It may be more certain ”. Zhu Yulong said .
Peng Gang, the market leader, was fired
7 month 31 Japan , Beijing Chaoyang police issued a notice saying , Actor Wu Yifan has been criminally detained by Chaoyang public security branch on suspicion of rape . And then , Many enterprises have announced the termination of a series of business cooperation between their brands and Wu Yifan .
China Film Association 8 month 2 The statement on the th pointed out that ,“ The Wu Yifan incident has aroused great concern from all walks of life , Widely discussed , Their behavior seriously undermines the atmosphere of the industry , Cause bad social impact ”.
According to the above screenshot , In the context of Wu Yifan's criminal detention , Peng Gang doesn't know “ Please speak for Wu Yifan ” This behavior may lead to negative consequences . It's just , For the expected negative consequences , Peng Gang showed that he didn't care , He claimed that ,“ It's a five minute lap , Actually, you can try , Big deal , Later, the official apologized and dismissed the relevant personnel ”.
For Peng Gang's above remarks , There are... In this wechat group 3 People respond , Someone said ,“ To study the , Is to constantly create hot spots , Doing wrong can also become a hot spot , Apologies are still hot ”.
However , Finally, Peng Gang himself became “ Dismissal of relevant personnel ” A member of the .
8 month 3 Friday night 11 when 19 branch , Nezha automobile said in a statement , When discussing content in the brand work group , The relevant remarks made by some individuals of Nezha automobile seriously challenge the social values , Bring about an extremely bad impact , Against the principles and purposes of the company , Now it is decided to immediately dismiss Peng Gang, the person in charge of the market , All members of the group who make inappropriate remarks are dismissed at the same time .
United cars CEO Zhang Yong responded
On the evening of 11 when 39 branch , As the second largest shareholder of Nezha automobile ,360 It also issued a statement saying ,“ We firmly oppose such malicious speculation , It's a serious violation of 360 Stick to your values , It also seriously damaged Nezha's brand reputation , In this regard, we insist on dismissing the marketing team and the person in charge , Ensure that Nezha adheres to mainstream values ”.
On the evening of 11 when 58 branch , Nezha car CEO Zhang Yong also said publicly ,“ These people feel that the price of blind speculation is nothing more than firing a temporary worker , Our response was to dismiss the head of the marketing department who came up with this idea and half of the head group of the brand public relations team who participated in the discussion and made inappropriate remarks ！ Let them pay for their words ”.
360 Company response
What is worth pondering , When Peng Gang asked Wu Yifan to speak for Nezha car , This suggestion is also related to the brand spirit of Nezha automobile , He mentioned ,“ Nezha's spirit is to give everyone a chance to be a man again ”.
Zhang Kangkang said ,“ Peng Gang understood Nezha's spirit as ‘ If there is a mistake, change it 、 New life ’, In my opinion, it is a misinterpretation . And dismiss him , It just represents Nezha's ‘ Justice is awe inspiring 、 Subdue the demons and eliminate the demons ’ The spirit of , More appropriate ”.
“ The message from the screenshot , Not only can't people recognize Nezha's brand , Instead, it is easy to be interpreted as , This brand can do anything for marketing promotion .” An auto industry analyst told the economic observer , Peng Gang's suggestion only stays at “ idea ” The stage of , But the negative impact has been extremely huge , Therefore, it is necessary for Nezha to dismiss Peng gang .
actually , Please speak for Wu Yifan “ idea ” It can't be a reality . Hu Minglong, a lawyer of Beijing HENGDU law firm, told the reporter of economic observer , Due to criminal detention , Wu Yifan's personal freedom is limited at this stage , Objectively, it is impossible to speak for enterprises .
Crisis PR or “ Bitter meat plan ”？
Although Nezha car fired the executives involved , But some netizens don't buy it . Some netizens say , In the screenshot, there are only 14 Members of the team , The exposure of chat information in the work group is rare , Besides, it's such a small group , In addition, chat messages can flow out in a short time , Very strange , It's hard not to suspect that there are elements of planning .
Zhu Yulong also believes that , For now , As a car company , Nezha's reaction to this incident has exceeded the normal , This behavior is premeditated , The possibility of malicious marketing is very high .
“ This official statement 、 Boss Nezha arrived 360 The investor's response , Too fast , During this period, there was little external force involved . It's kind of like closing the door and hitting a child , Then let the neighbors know , All the bullets were fired at the first time ”. Zhu Yulong questioned from the perspective of time .
In addition to too fast response speed , Peng Gang's position in Nezha automobile is also one of the places questioned by the outside world . In Nezha car 8 month 3 Friday night 11 when 19 In the disposal statement issued by the sub branch , At first, Peng Gang's title was “ Special consultant of the company ”, But Nezha car later revised the statement , Peng Gang's title changed to “ Market leader ”.
For the change of Peng Gang's title in the statement , Nezha car did not explain . Disclosure of information , Peng Gang owns 16 Years working experience in advertising industry , Once served as the integration strategy director of dapis advertising China 、 Ogilvy SohoSq Advertising partner 、 LETV marketing department VP、 Music Holdings CMO.2017 year 4 month , Peng Gang is easy to CEO.
There have been reports ,“ GAC Wei to Publish the hardware cost and profit statement of the vehicle ”,“ Call on all to use Ningde era 811 The battery , The whole vehicle enterprise shall compensate for the spontaneous combustion of the vehicle ”,“ GAC Wei comes to support bitcoin car purchase ”, These controversial marketing events , The main planners behind are Peng gang .
There are also rumours that , Peng Gang is actually made of 360 Personnel stationed in Nezha automobile .360 It has been regarded by some people in the industry as a company good at marketing speculation , and 360 Zhou Hongyi, the leader of, was praised by the Internet circle for his bold words “ Red cannon ” The nickname .
2015 year 8 month 25 Japan , Zhou Hongyi is here 360 On the live broadcast platform of pepper , With one's own BMW Video of spontaneous combustion , Attracted countless attention , At that time, his move was interpreted by the outside world as an act of hype , Because the next day 360 Its mobile phone brand qiku mobile phone held a new product launch .
And according to the media , Nezha car once 8 month 3 It was posted on Weibo on the afternoon of the th “ Tomorrow's headlines are booked ” The poster . thus , Some netizens can't help asking questions , Nezha car 8 month 3 It was staged on the evening of the th to expel Peng gang “ programme ”, Will it also be a marketing hype ？
Zhu Yulong said ：“ From Nezha himself , The company's internal personnel punishment decision is also used for external dissemination , This has nothing to do with the planning itself , Take the punished Wu （ Yifan ） Act as a spokesman to spread , In fact, it has the same effect , At present, the effect of crisis public relations may have more advantages than disadvantages . From the results , The purpose of this hot spot communication has achieved .”
The economic observer noted ,“ Nezha auto executives suggested that Wu Yifan be hired to speak for him and was dismissed ” stay 8 month 4 Japan has become the hottest topic in the microblog entertainment list .
Looking back at the past few years , Facing China, the world's largest auto market , All car companies are making every effort to launch various marketing offensives , among “ Rollover ” It's not uncommon .
This year, 5 month , changan Ford's official microblog released a video of lifting women's skirts to measure the speed , The accompanying text says “ In Japanese animation, boys run at high speed and lift girls' skirts , Is it true that ”, The copy also contains “ Give you a feast for your eyes ” Wait for the topic tag , The marketing copy was immediately widely questioned .
As the two enterprises directly involved in this storm , Nezha car and 360 Previously, they have also been questioned by the outside world at the marketing level .
2018 year 5 month ,360 Security guards post articles 《360 Discover epic blockchain vulnerabilities , Can fully control virtual currency transactions 》, It triggered a heated debate in a short time , And the industry questioned 360 The sound of hype also appeared at that time . among ,EOS founder BM Then respond publicly ,360 Deliberately creating panic .
Nezha car was also in 2019 year 5 Month involved “ The national flag is painted ” In the storm of . at that time , An online picture shows , In front of a Nezha car store , Several people hold a five-star red flag , The flag is printed with “ A strong youth is a strong country ” word , Signed as “ Nezha car presents ”. According to the law of our country , Do not deliberately damage in public 、 Paint the national flag .
stay “ The national flag is painted ” After the event was reported by the media and continued to ferment , Nezha's parent company, United motors, issued a statement of apology , Blame the dealer for improper marking on the national flag .
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