| Edited by Sinan
| Routing Society
is famous for both right and wrong.
Regarding this old saying, the middle-aged "Internet celebrities" Bin Ge and Xiang Ge in the big car circle must have been deeply touched recently.
Just this week, two car makers who are both from the Internet, and new CEOs who are also good at arousing public attention, have just launched their own blockbuster new cars - Weilai ES7 and Ideal L9. In the field of public opinion, they "overturned" one after another.
Weilai encountered an accident and accident.
On June 22, a test vehicle fell from the third floor of the Shanghai Innovation Port parking building, killing two digital cockpit testers. One was an employee of NIO and the other was an employee of a partner.
The uproar of public opinion and outpouring of condemnation came from the last paragraph of an official Weibo statement from NIO at 20:33 on the evening of June 23: After the accident, the company immediately cooperated with the public security department to launch an investigation and analysis process for the cause of the accident. Based on the analysis of the scene, it can be initially confirmed that this was an accident and had nothing to do with the vehicle itself.
Just one day after the accident, even though more time and evidence were needed for investigation and evidence collection, the official's rush to distance the accident from the vehicle itself was criticized by many netizens as being too "ruthless" and capitalistic. "Cold-blooded".
Of course, an accident did not develop to the extent that some people worried that NIO’s various cars could no longer be purchased. Just as it is not worthwhile to criticize someone because of an accident, it is not rational to deny the entire value of a brand.
Ideal has experienced a wave of traffic backlash.
On June 21, Lili’s second model L9 was officially launched. Founder Li Xiang used some stimulating and eye-catching remarks to arouse the new car's popularity and attention.
Later, when he participated in a live broadcast program to explain the L9 product points, he was asked about the relationship between the rear product settings of the driver’s seat and the front driver. The ambiguity and possible discrimination implied by his statement once again caused the incident. The public's natural misunderstanding and ridicule.
Li Xiang, who usually seldom defends and explains his remarks, quickly clarified and responded on his personal Weibo. It can be seen that this time it is very easy to fall into "misunderstandings" taken out of context. Regarding brands and new cars, The potential negative impacts are profound.
Obviously, the terms "superior boss and inferior driver" are not politically correct in any context, even if they are just used to describe a certain reality and situation in the current society. The class prejudice revealed by these words can easily make people who relay this phenomenon and concept get angry, even if their starting point is exactly the opposite. According to Li Xiang, it was out of respect for the driver and to reduce interference that the folding table was eliminated from the rear design of the L9.
Regarding the accident experienced by Weilai and similar "lace" news in the car circle, He Qiuhui, a well-known car reviewer, a friend of the president and the founder of "Uncle Qiu Teaches You to Buy a Car", wrote his own thoughts in the circle of friends Opinion: For many years, I have always believed that there is no need to pay attention to an accident, and there is no need to magnify accidents, so I do not participate in discussions even on industry gossip, because I pay more attention to the product itself and corporate social responsibility, and everything else is boring fluff. We wholeheartedly agree with
’s focus on products and professional attitude. As for other "boring lace", we have a different opinion and have a few additional additions.
After all, there are specific people behind the development and design of each product. When corporate citizens fulfill their social responsibilities, there are also specific people who drive and practice behind the scenes.
In the final analysis, the setting, design and implementation of each product point of , or the exploration, implementation and practice of each corporate social responsibility , are ultimately people who play a supporting role and exert judgment standards, and are also reflected in people. specific values, behavioral logic and ways of doing things.
Therefore, what is important is not the tidbits about the company or product itself, but the thinking and way of handling the tidbits by the parties in the company.
Just as you can't expect a person without empathy to be able to think in other people's shoes and empathize with others. It can also be inferred that a person who is prejudiced and conceited can make a truly loving and just product; a person who is short-sighted and only has arrogance, resentment and self-interest in his heart can truly care for the disadvantaged or have long-term value. , faithfully fulfill corporate social responsibilities.
Obviously, this idea itself is nonsense. Starting from a dishonest attitude, if you want to get realistic results, you will undoubtedly be seeking fish in the wood.
Just as Albert Einstein defined the word "crazy", "doing the same thing over and over again, but hoping for different results."
In the past week, some cases in the big circle have also The comparison between the pros and cons confirms Einstein 's views on "craziness", and people's different ways of dealing with it have also become a "lace" worthy of attention.
One of them, , also expresses a certain brand concept through video, or conveys a certain ideal lifestyle. Lexus and GAC Aian’s approach is quite different.
On June 21, the summer solstice, Lexus officially announced that Taiwanese actor Li Liqun had become a close friend of the brand.
draws on his acting experience and life experience to express the story of the summer solstice. While closely following the compatibility of "dynamic and stillness" of Lexus hybrid technology, he conveys a sense of "cutting wood and carrying water is nothing more than cutting firewood and carrying water." The life attitude of "Wonderful Way" expresses a kind of life wisdom of "facing good times and bad times calmly".
A particularly noteworthy detail is that the video was shot in Shanghai, where Li Liqun currently lives. Combining the past three months, Li Liqun’s own experience during the Shanghai epidemic and his specific life as the uncle next door on Douyin The expression of experience, the emotions, concepts and attitudes conveyed in this video are more authentic and credible.
A counter-example is the outdoor lifestyle video of GAC Aion V Plus with the theme of ""Fishing Goddess", let's go fishing together". As soon as
was published, senior fishing friends left comments below to complain. Some said "the lure wheel is installed backwards", some said " water droplet wheel is installed backwards", and some said "the lure is installed wrongly". "Cross carp", various criticism videos expressed that the sport of fishing itself is unprofessional and the performance traces are too heavy.
In the view of Routing Society, in addition to the nitpicks and criticisms of the content itself by senior fishing friends, when outdoor camping and fishing have become a trend that is generally followed by the automobile industry, it is a superficial hot spot and an excessive product. Packaging is likely to fall into pretentiousness and coyness due to fraud, and instead fall into the embarrassment of breaking trust. This kind of over-packaged marketing will not only fail to add points to the product, but will also break the trust of fans and users who are originally loyal to you. At the very least, it will be difficult to identify the original personality and characteristics of your brand.
There is no doubt that maintaining "honesty" and "authenticity" is still a reliable bridge to build trust between brands and users, and is also a solid foundation for all brand communication and product marketing to achieve individuality.
Regarding this topic, we once published an article "Why is honesty the best way to live?" on FAW Audi and Andy Lau Xiaoman solar terms video. ｜Weekend Recommended Reading" has done relevant discussions, and also quoted the views of Indian yogi Sadhguru - Staying honest and building trust is not a moral issue, it is the most sensible and effective way of life - to express our views View.
We also agree with the reasons he gave, "One of the easiest ways to earn trust is to be honest. At the beginning, you may not feel comfortable, but after a while, once people see that no matter what you do, you Everyone is willing to be completely honest about it, and trust is established."
Back to the topic of solar terms videos, whether it is FAW Audi using Xiaoman to pay tribute to the people struggling during the epidemic, or Lexus using the depiction of the summer solstice to express an open-minded attitude towards life, "Honesty. "This happens to be the Chinese people's attitude towards solar terms: Only by seeking truth from facts, respecting the rhythm of nature, and honestly complying with the weather, farmers who live on the earth and rely on the sky for food can have smooth weather and finally achieve a bumper harvest.
Secondly, is also increasing its investment in the strategic market of China. BMW and Audi , which are expanding production capacity in China, also have differences in their approaches between being high-profile and low-key. Looking at the two serious industry news side by side, it looks a bit like gossip news.
On June 23, BMW Brilliance’s third factory in Shenyang, the Lida Factory, officially opened.
According to official statements, the total investment in the production base upgrade project is 15 billion yuan, which is the largest single investment in BMW’s history in China. It is also the successful completion of BMW Brilliance’s approximately 83 billion yuan investment in the Shenyang production base since 2010. This move also means that BMW Group’s iFACTORY strategy for future automobile production has officially landed in China.
In order to fully demonstrate the three keywords of the iFACTORY strategy - "Lean, Green and Digital" and the new benchmark it sets for automobile production, BMW Greater China not only held offline events and online live broadcasts, but also developed a "mobile phone" Tour" so that the audience can immersively experience the characteristics of the new factory in the above three dimensions.
Interestingly, on the same day, Audi China's official corporate WeChat account also posted a tweet - "Important Milestone of Audi's Electrification Strategy in China: Audi FAW New Energy Vehicle Co., Ltd. is about to start construction", predicting that the foundation stone will be laid and construction will begin at the end of the month of new factories.
In fact, the groundbreaking ceremony of Audi’s new factory will not be held until June 28. Perhaps considering the need for global live broadcast and synchronization of time differences, the time of the domestic live broadcast event is set at 19:40, an unusual time period.
It is not difficult to see from the summary of the press release that this is positioned as "Audi's first new factory in China dedicated to the production of luxury pure electric models" and is also pursuing "setting new standards in digitalization, efficiency and sustainability" ". The new project, with an investment of approximately 2.6 billion euros, plans to put into production PPE platform electric vehicles specially designed for the Chinese market by the end of 2024, with a planned annual production capacity of 150,000 vehicles.
Comparing the strategic actions and public relations communications of the two major German luxury brands, it has to be said that the high similarity between them is amazing. Do the two heroes have the same views? Or is it just a surprising coincidence? I'm afraid it's just a matter of opinion. And the people who watch it as tidbits and excitement will naturally have their own perceptions and judgments.
Finally, let’s talk about a recent popular lace.
Yesterday (June 25), the 2022 Chongqing Auto Show opened with great enthusiasm.
Changan Automobile's , which debuted at home, will undoubtedly become the absolute protagonist of the exhibition.As his name suggests, on the pinnacle stage of domestic new energy vehicles this year, Changan Automobile Chairman Zhu Huarong can also be said to represent the dream and glory of Chinese new energy vehicles.
Changan Automobile, which has launched its full range of electric and electrified products such as Changan Deep Blue SL03, UNI-K iDD, UNI-V iDD, Auchan Z6 iDD, LUMIN, and Avita 11, is indeed worthy of an official press release in terms of appearance and strength. The four words "full power attitude" in it.
However, Zhu Huarong, who has always been known in the industry for understanding products, being strict and picky, was in front of two other partners of the CHN technology platform when he was building the website for the first product of Avita after the brand became independent. — Huawei Xu Zhijun, Ningde Times Zeng Yuqun, confronted their subordinate Tan Benhong, CEO of Avita Technology, on the spot.
Chairman’s criticism is that Avita has just started, and it is obviously too early for the CEO to praise himself for doing a good job. At the same time, he also urged his subordinates to launch and deliver new cars as soon as possible.
It is not difficult to see from this lace that Zhu Huarong has a deep love and responsibility for Avita, who shoulders the important task of building a high-end brand, or for his favorite general Tan Benhong.
In the view of Routing News, this kind of direct attack on subordinates on the spot is neither a leader's official authority nor a kind of self-humility, but a pragmatic approach to the actual situation and a clear-headed view of market competition.
So, given so many examples, what exactly are we talking about when talking about "lace"?
Two well-known old sayings can give us some tips - "Husband's style is born in the earth, starting at the end of youth"; "Don't do evil because it is small, and don't do good because it is small."
It is said that you can only know the subtle things. It can be seen that although the lace is small, it has its own value that cannot be ignored. Whether it’s friendly external pressure or taking the initiative to maintain the necessary vigilance.
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