AutoBeta(AutoBeta.net)03/29 Report--

The "black public relations" behavior of discrediting competitors is a common marketing tool in some car companies. A few days ago, the automobile industry noticed that a "report on the attack on our company by so-and-so" was circulated on the Internet, which showed that Great Wall detected abnormal and organized negative attacks. After in-depth investigation, it was confirmed that the so-and-so automobile organization initiated offensive negative communication against models such as Harvard H6/F7.

In this report document, the attack behavior and means of so-and-so car are recorded in detail.

According to the documents, the company's investigation found that so-and-so maliciously belittled Harvard H6 products by comparing it with Harvard H6, such as: "so-and-so finally brought down Harvard!" H6 trembled at the sight, and less than 70,000 Harvard burst into tears. "so-and-so's new car is hot again!" H6 felt powerless, and less than 80,000 Harvard burst into tears.

Through seriously biased industry and market analysis, belittle Harvard H6, such as: "Harvard H6" abdication "countdown so-and-so car strength is difficult to stop, is expected to win the first sales" and so on.

③ fabricates and fabricates a wide range of customer complaints by attacking false product quality problems. Such as: "Hiti Harvard brand tractor, Harvard H6 gearbox clatter constantly" and so on.

The company believes that there are three main ways to attack so-and-so cars.

The first is to compare and belittle manuscripts, through five doors and five verticals, all kinds of websites and self-media accounts.

The second is through the distribution of companies, new self-media alt, continuously publish headline party type attack reports, and multiple accounts release the same content at the same time; it has been found that a local cultural company has concentrated on carrying out negative attacks.

The third is to cooperate with the main account of self-media, through its agency of a public relations company, to provide attack material, to send out orders on a large scale, and to derogate our products.

The company conducted monitoring and investigation and found that the number of attack manuscripts reached 743 as of March 23, including 417 attacks on H6251, F7113 attacks on vehicle problems, 145 attacks on transmissions, 119 attacks on engines, and 48 attacks on enterprises.

To this end, the company also compiled a "so-and-so car negative attack on the Great Wall-Monitoring data summary" file, recording the release of these manuscripts in detail.

In response to the attack, the document also revealed that the company will take three measures to respond.

1. Communicate and negotiate with so-and-so automobile: negotiate with the senior management of so-and-so automobile through many levels of leaders of the company, and urge the other party to stop the attack immediately: during the epidemic, the domestic automobile market has yet to be restored. So-and-so automobile and the Great Wall are the backbone of Chinese automobile brands, so they should join forces with each other, devote all their energies to the market, and jointly lead the upward development of Chinese cars, rather than "fighting against each other."

2. Negotiate with the public relations company: strictly inform the consequences of the incident, order it to stop the implementation of the project immediately, delete all articles involving negative attacks on our company immediately, and convey our solemn attitude to the so-and-so automobile, otherwise all cooperation will be terminated.

3. Lawyer letter warning Distribution Company: ask lawyers and lawyers to fix commercial defamation evidence, assess the nature of the incident, send a lawyer's letter warning, and continue to collect evidence, and take further legal action once the evidence is sufficient, including administrative complaints and court proceedings.

As a matter of fact, some independent brands and joint venture brands all have their own public relations teams or navy teams to "whitewash themselves". However, if the behavior of discrediting other brands and maliciously belittling competitors is used as a means of publicity, it will only cause unnecessary disputes and disgust among consumers.

Corporate public relations means are diverse and complex, in addition to the positive publicity of some enterprises and products, some secret operations are often "unexpected". Consumers are generally difficult to distinguish and more likely to be misled. And behind this incident, it is difficult to say who is behind it.

However, among the things, the deadliest thing is that independent brands will be greatly affected in reputation and reputation, which is undoubtedly disadvantageous to the healthy development of independent brands and to the public opinion environment of independent brands.

Mr. Li, chairman of an independent car company, once said that he hoped that the "car black" on the Internet would disappear as soon as possible, that Chinese car brands would have a long way to go, that they must make joint efforts to grasp products rather than engage in infighting, and that they must calm down and work hard to continuously improve the market share of their own brands.

As also shown in the document, the domestic automobile market has yet to recover during the epidemic, and Chinese auto brands should join forces, devote all their energies to the market, and jointly lead the upward development of Chinese cars, rather than "fighting against each other."

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