AutoBeta(AutoBeta.net)08/04 Report--

On the evening of August 3, a screenshot of a Wechat picture of the Wechat group named Naha Brand Center Management Group circulated on the Internet. A member of the group named "Peng Gang" suggested, "should we give Wu Yifan a chance? Guan Xuan asked him to be a spokesman and told everyone that we still have to give him a chance, and the bad guys also need a chance. Do you think so?" In addition, it also says that the spirit is to give everyone a chance to turn over a new leaf. In the end, a group member named "Peng Gang" also said: this matter is out of circle in five minutes, we can actually try it, it is a big deal, and we will return to the official apology to fire the relevant personnel. Shamefully, there are other people in the group who said to this proposal: to learn is to keep creating hot spots, making mistakes can become hot spots, and apologizing is still a hot spot.

At 23:19 on the evening of August 3, Nahu issued a statement saying: on the evening of August 3, when the brand work group was discussing the content, the remarks made by individual personnel of Naha Automobile seriously challenged social values and had an extremely bad impact. Contrary to the principles and purposes of the company. It is decided to fire the head of the market, Peng Gang, and all the people in the group who made inappropriate remarks were fired at the same time! Naha Automobile also said that it will reflect deeply, do a good job in the ideological education of its employees, and express its sincere apologies to the society. Zhang Yong, CEO of Nezha Automobile, retweeted the Weibo message saying: "these people feel that the price of hype is nothing more than firing a temporary worker. Our response is to fire the head of the marketing department who came up with this idea and half the brand public relations team that participated in the discussion and made inappropriate comments." Make them pay for what they say. "

In addition, 360, which works with Nahu Automobile, also responded by insisting that the marketing team and the person in charge be fired to ensure that Nahu Automobile adheres to mainstream values. 360 Group pointed out that it firmly opposes the use of negative entertainment events and malicious hype without a bottom line in order to attract eyeballs. As an automobile investor, the company firmly opposes this malicious hype, which seriously violates 360's values and seriously damages its brand reputation.

For this incident, some netizens commented: isn't this the hype strategy of their company? Match with the chat record, it's good, it's great, this wave of car marketing has achieved its goal, it's a household name, and it's a black car all its life. Another netizen commented: as he wanted, he was fired immediately. There are also many netizens who commented on the Weibo account of Zhang Yong, the CEO of the car, "this is a hit, boss Zhang. Is this dismissal part of the plan?" According to the plot, the brand sucks.

It is worth noting that at 18:52 yesterday, the official Weibo of Nashi Automobile issued a message: high-energy warning, something big will happen tomorrow. At present, the Weibo post has been deleted.

According to relevant data, the company to which the Naha automobile brand belongs is Hezhong New Energy Automobile Co., Ltd., which was established in October 2014, and the legal representative is Ark. The company's business scope is the design and development, production, sales and related consulting services of new energy vehicles and spare parts. Since 2017, Hezhong New Energy has gone through seven rounds of financing, the most recent of which was on April 27th, 2021, with Qihoo 360 as the investor, with a financing amount of about 3 billion yuan. According to the latest sales figures, 6011 cars were delivered in July 2021, of which 90 per cent were individual users. From January to July this year, the cumulative delivery volume has reached 27115.

From the point of view of the fermentation of this matter, it was completely in line with Peng Gang's idea that he first got the heat up, and then went back to the official apology to fire the relevant personnel and earned a wave of heat. What do you think of this?

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