China's first large car show in China after the epidemic reached the third third car show to the third third car.God, the public's attention is almost all occupied by BMW MINI and a box of ice cream.
The fire point is a video.In the video, when the BMW MINI booth sent free ice cream on Wednesday (April 19), the two etiquette personnel rejected the request of Chinese visitors to receive ice cream on the grounds of sending it, but then sent another foreign visitors who asked another foreign visitors to send another foreign visitors.Ice cream.
This "distinguish" has stimulated thousands of waves of public opinion.The BMW Mini said in an official apology statement on the afternoon of Thursday (April 20) that due to the internal management and the failure of the staff, people were unhappy, and they really apologized.
On Friday (April 21), BMW MINI posted an apology letter again, saying that the "foreigner" in the video was a BMW employee, and they sent them ice cream to employees.
Netizens still do not buy it, questioning that "foreigners are employees" are an excuse for temporary fabrication, and they are even more dissatisfied with the questioning sentence in the apology letter: "The two ethical ladies in the incident are also young people who have just entered the society.Can you please give them more tolerance and space? "
" The meaning of the words, the responsibility is young people, please forgive them, don't blame BMW! "A netizen satiricalroad.
Some netizens directly "end" to help BMW MINI use ChatGPT to write a reply, bluntly "AI's emotional intelligence is higher than BMW."
On Weibo hot search list, topics related to this matter are high.Among them, "#mini called for more tolerance for the ice cream to send more tolerance #" read 340 million, and more than 125 media participated in the report.And BMW's latest apology Weibo has more than 110,000 comments and more than 185,000 netizens forwarded.
A hot search called "BMW's market value evaporates market value can buy about 500 million ice cream", which points to the storm of public opinion. On April 20, the stock price of BMW fell 3.62%, and the market value evaporated exceeded 21.6100 million euros (about S $ 3.16 billion).
A condemnation caused by an ice cream, trace the source, is not just ice cream behind it.
The concentrated outbreak of "dual standard"
This is the driver Ma Guofan who drove the first car when he was in good news.At that time, the 46 -year -old driver had a 25 -year driving age, and the first time it was driving a self -made car in China.(Xinhua News Agency Information Picture) On July 13, 1956, China's first car was successfully trial -made, ending the history of unable to build a car.In the same year, Ford Motors had been listed.
Until the 1980s, ordinary people bought cars.It did not become common until the end of the 1990s that ordinary people bought a car.According to government data, China's private cars increased from 6.253300 vehicles in 2000 to 14.8166 million in 2004.By 2010, China surpassed the United States and became the world's largest automotive market.
In these decades, foreign brands have advantages in terms of technology and brand favorability.Audi merger.Buying BBA is the "standard" of successful people.
In 1992, Beijing richest man bought Li Xiaohua.The first Ferrari in China.(Internet)
and domestic cars, the price of 100,000 yuan (about S $ 19,000) is considered "price ceiling".At that time, the popular paragraph was, "Only when you eat hard, you can open Land Rover; you do n’t work hard to grow up Xiali."Charity is a Chinese private car brand.
This concept is gradually being broken.A report from Financial Magazine Entrepreneurship commented: In the world of fuel cars, the BBA established a final interpretation right of luxury, but it came to the tram, but it fell next to it.
According to the statistics of Sohu Auto, in 2022, the three BBAs were added together to deliver 600,600 mixed and pure electric vehicles, while the BYD family delivered 1.8633,500 electric vehicles in 2022EssenceAnd the "new forces build a car", the ideal, Weilai, Xiaopeng, and zero -run delivery volume for less than 10 years has exceeded 100,000.
On the one hand, it is the outbreak of China's new energy vehicle market and the catch -up of independent brand car companies, and on the other hand, in the fuel vehicle market, foreign brands have been "unknown to Chinese consumers in recent years."fact.
In 2020, Toyota Motor announced that 3.4 million cars were recalled around the world, of which 2.9 million were involved in the US market, and 50,000 new recalls were recalled in North America in the future.Market figure.
Japanese brand Rexus, the ES model sold in China starts with the 2.0L CVT gearbox, more than 300,000 yuan, and the ES starting equipment in the North American market is more high -end 2.5L 8AT gearbox. The price is about270,000 yuan.
Others, as well as Mercedes -Benz's "aluminum -changing steel", overseas versions of Mercedes -Benz E -Class, GLC and other models are made of aluminum alloy materials.The maintenance pricing of imported car companies in the Chinese market follows European standards, etc. The dissatisfaction in the hearts of Chinese car owners has been long for a long time.
The criticism and dislike of BMW today ’s netizens in Chinese are the concentrated outbreaks of“ distinguishing ”Chinese consumers to“ treat ”Chinese consumers.In recent years, overseas consumer brands operating in China have no stranger to similar emotions.
The Canadian clothing brand Canadian goose was exposed to "the sale of goods in mainland Chinese stores must not be returned", which caused the public opinion of Chinese public opinion; the famous Swedish clothing retail brand HM because it issued a statement to resist Xinjiang cotton involving "forced labor",Resist by Chinese consumers.Both companies' performance in China is actually negatively affected.
The survey report released by the Chinese Consumer Association in March this year states that when encountering consumer problems, the ratio of "silent to endure" was 2.5%, which showed a downward trend for two consecutive years, indicating that ChinaThe willingness to defend consumers has continued to increase.
In addition to the fast speed of Chinese social media, the brand 720 degrees is exposed under the mobile phone camera, and the "dual -standard behavior" has nothing to do.In the past, foreign companies may think that they can touch the fish in muddy water and make a lot of money. Now the situation has changed. If you still have to stay in the Chinese market, you have to seriously treat the demands of Chinese consumers.
No need to rise to "the contradiction between the enemy and ourselves"
However, in the process of fermentation of public opinion, the degree of criticism of specific brands is often upgraded to "the enemy is not a friend".According to the discussion, it has developed into a slogan -type incitement. For example, "foreign brands are rolling out of China", which makes the outside world feel uneasy about the development of the situation.
Before the BMW incident, BMW Chairman Zip Ce shouted "BMW home in China".According to the China Economic Net, in the past quarter, BMW delivered 194,000 vehicles in China, accounting for 32%of BMW's global sales.As of the end of 2022, the total number of global employees in BMW Group reached 149,000, which was 30,000 more than 20210 people, of which nearly 26,000 people came from the BMW -BMW employees who were incorporated into the BMW Group.
Hu Xijin, the former editor -in -chief of the Global Times, commented on Weibo that BMW MINI is wrong first, but their fault is similar to being "smashed" at the scene of the entire network and the scene of the exhibition.It is obviously not proportional.
He mentioned that one of the requirements for the market economy is tolerance on the basis of the legal system.In this incident, staff, venue security and anchors are ordinary people, and ordinary people are placed under the public focus. It is difficult to avoid words and deeds.However, Sudu is online on the outline, but to do Taoism, let the matter finally return to the scene of the large -scale intervention of non -Internet interventions, to summarize the experience of exhibitors and staff, adjust and improve the reception work, there should be opportunities.Let them take the exhibition to return to normal as much as possible, and avoid other exhibitors to produce joint tensions.
He also said that from the organizer and many exhibitors of the Shanghai Auto Show, they did not want to cause storms due to some specific things, which led to major negative public opinion.The exhibitors could not show themselves.If such risks wandering in the exhibition area, it will become a blow to the exhibition economy.
Under this Weibo, there are no lack of supporters.Everyone's discussion has gradually returned to the "public relations" to do this "technical problem" instead of blindly criticizing.The highest response to the most likes is: "(BMW Mini) the best answer is, we are wrong! Welcome everyone to experience ice cream for free in the BMW 4S shop!> The Shanghai Auto Show is still continuing. The latest progress is that the booth of Mini has begun to distribute small gifts such as free keychains. In the video uploaded by netizens, the people who lined up are still endless.
The storm may pass, but this should also be a public relations 101 public relations in operating brands in China.
On Friday (April 21), the BMW MINI booth distributed a small gift bulk gift.(Internet)
