AutoBeta(AutoBeta.net)04/22 Report--

According to online news, Geely car dealers, in the name of Geely brand or signing an online celebrity "Zhou", played a marketing poster "entrusted by Zhou" to buy Geely cars at a discount.

Judging from the marketing poster, this is an authorized Geely car dealer in Nanning, Guangxi. The poster shows that Geely dealers were commissioned by Zhou to carry out activities, randomly selected lucky battery car owners to enjoy the discount to buy Geely cars, and put out Zhou's golden sentence that it is impossible to work in this life.

According to the information, Zhou, a man in Nanning, Guangxi, stole electric cars many times and was sentenced to fixed-term imprisonment for four times. "it is impossible to work in an interview after being arrested," he said in an interview. "it is impossible to work in this life." and "business will not be done. Only by stealing this kind of things can you maintain your life like this." and "going into a detention center feels like going home." The feeling in the detention center is much better than at home. Everyone in it is full of talent and speaks well. I like it very much and become popular.

On April 18, 2020, Zhou was released from prison. It is reported that some online celebrity brokerage companies want to sign Zhou at a high price, including rumor that Kuaishou signed Zhou with 9 million. On April 20, Kuaishou officially dismissed the rumor that "Kuaishou did not sign a contract with someone."

Zhou himself said in a media interview that he did not know what kind of "online celebrity" he was, and no one had told him these things (signing a contract). At the same time, he also stressed that even if there is such an opportunity, he will not sign the contract.

For Geely dealers in promoting Geely cars with Zhou's endorsement, claiming to be entrusted by Zhou, some netizens speculated that Geely dealers did give endorsement fees and asked Zhou to act as the marketing spokesman for dealers and Geely brands.

No matter whether Zhou becomes the spokesman of Geely or not, many netizens think that this kind of marketing publicity seriously affects the brand image and reflects the corporate culture. One netizen said, "this kind of marketing is too unpopular." Geely is such a big brand, it is not appropriate to do this kind of bad marketing. Can not judge right and wrong, will have a great impact on the image of the company. " Some netizens said they didn't understand what values Geely was promoting.

There is a great controversy about the propaganda and endorsement of Zhou. Of course, this also reflects the lack of Geely dealer management, Geely marketing and publicity management, and the lack of comprehensive consideration of the impact on things, thus causing losses to the brand image.

Any marketing behavior should follow the guidance of the corporate image, for example, Geely chose Sun Yang, captain of the Chinese national swimming team, as the brand spokesman, which really has a positive effect on the construction of the brand image.

As for the blow to the brand and even the controversial voice caused by the action, many netizens "denounced" Geely's official "condemnation", but Geely has not responded yet.

Geely's total sales in 2019 were 1.3616 million, down 9.3% from a year earlier, according to the data. From January to March 2020, Geely car sales totaled 206000 vehicles, down 44 per cent from a year earlier. Geely said it would not adjust its sales target of 1.41 million vehicles this year.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat