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When promoting the products, senior executives are bound to take into account the brand image, product positioning, user group characteristics and other aspects, and finally choose to meet the actual needs of copywriting to establish a positive image for the enterprise. Recently, a senior executive of a domestic car company posted a paragraph on Weibo, which was originally intended to express that the brand image was "deeply rooted in the hearts of the people", but the end result was "counterproductive".

He Xiaopeng, founder of Xiaopeng Automobile, posted a text picture on Weibo on April 17. He Xiaopeng wrote on Weibo: "A Pengyou just took an MRI picture of his brain. It turns out that every Pengyou may have a Xiaopeng in his brain (in fact, most of the brain MRI photos are like this). " The accompanying picture is an MRI image of the brain, in which there is an area shaped like the Xiaopeng car brand LOGO.

This kind of propaganda copy was quickly criticized by netizens. Some netizens said that "xxx would never have thought of this copywriter in ten years", "the brain was short-circuited by self-combustion", and "implied that the brain of Mai Xiaopeng was all sick." Many netizens think that this promotional copy is not appropriate. Generally speaking, only patients will do an MRI bar and do marketing for themselves with users' MRI photos of their brains. As a person in charge of an enterprise, this will not only hurt the image of the brand, but also lose some potential users. Marketing for the sake of marketing is too much.

It is not difficult to guess that he Xiaopeng means that every Xiaopeng owner has a Xiaopeng car in his head. This implication is not a big problem, but the object of publicity is not suitable for such copywriting. Many netizens have @ he Xiaopeng to delete the relevant Weibo. Finally, he Xiaopeng also chose to delete the Weibo.

Xiaopeng Automobile is a member of the new domestic car-building forces. At present, two models, Xiaopeng G3 and Xiaopeng P7, are on sale. Xiaopeng P5 has also been officially released recently, but the specific price has not been announced. In terms of sales volume, Xiaopeng Automobile, a new force in car building, is second only to Lulai Motor, with a cumulative delivery volume of 13340 vehicles in the first quarter, lower than the 20060 vehicles delivered by NIO but higher than the ideal 12579. According to the current sales trend of Xiaopeng, it should not be a problem to break through the total delivery volume last year.

In fact, Xiaopeng's brand awareness is not as good as that of NIO and ideal, because Xiaopeng is directly named after its founder, which many people think is more "rustic". He Xiaopeng responded to the origin of Xiaopeng's name: "Xiaopeng car" was originally called "Orange car", but at that time, when the trademark was registered, many good names were already occupied and registered, leaving only "Xiaopeng car". At that time, co-founder Xia Heng also asked whether it could be called "Xiaopeng car". He Xiaopeng admitted that there were concerns about naming the company "Xiaopeng Automobile" at that time. As an investor, the most taboo thing is to put his own money and people into it, and finally convinced himself and his family at that time.

However, he Xiaopeng also said that the level of product strength determines the ultimate strength of a brand, rather than relying solely on a symbol or name. He Xiaopeng said that whether it is Xiaopeng Automobile or XPENG, as long as the scientific and technological intelligence of the products and the quality and technology of manufacturing are good enough, the brand Xiaopeng Automobile will eventually let consumers know, believe and recognize.

For a car company whose brand awareness is less than that of the other two car brands, executives need to be more cautious in terms of publicity. Perhaps for he Xiaopeng, the Weibo content may be an inadvertent move, but for netizens, he Xiaopeng's words and deeds have affected the brand, and even directly questioned the level of senior management.

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