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What happened when SWM Swai sent an "apology" to its owner on Aug. 27th?

As the quadrennial European Cup naturally has a high degree of popularity, enterprises also try their best to contact the official events in order to obtain market hot spots, but how to get market hot spots while making marketing just right, this is also a problem that enterprises need to consider.

On June 16, Siwei Motors announced that if Italy wins the European Championship, it will receive a full refund of three places from users of Iron Man cars who have already picked up their cars, as well as full refunds of 8888 yuan in cash for all users who buy the series of cars. If Italy enters the semi-finals but does not win the championship, the purchase of Siwei cars can double the deposit of 1000 yuan. Italy won the 2020 European Football Championship with a total score of 4-3 on July 12, which also means that Swaycar will make good on its promises.

From this point of view, Swai Motors perfectly caught the heat of the European Cup, whether it is three brand-new Siwei cars and the cash benefits of 8888 yuan for all car owners, it is obviously not a big problem for a car company.

However, on August 27, Siwei issued a statement saying that when it was about to cash in the awards for the relevant activities, it found that the above activities were inconsistent with the Anti-unfair Competition Law of the people's Republic of China. Article 10 (3) of the law clearly stipulates that when a business operator carries out a lottery sale, the maximum amount of the prize shall not exceed 50,000 yuan.

Therefore, after carefully studying and studying the Anti-unfair Competition Law, Swai Automobile officially decided to adjust the activities. The adjusted plan includes: terminating the project of "winning the car draw" and setting up another lottery to give back to the users; the lottery will set up the first, second and third prizes, totaling 320 places: the first prize is 5, the prize is the luxury intelligent treadmill, the market value is 25800 yuan per unit; the second prize is 15, the prize is fitness bikes, the market value is 4980 / set; the third prize is imported red wine, with a market value of 399 yuan per bottle.

Swai Motors said that through this incident, the company has been fully aware of its own mistakes and a serious lack of legal awareness, and has carried out law promotion activities within the company to ensure that similar incidents will not happen again. And hereby sincerely apologize to the friends who pay close attention to Siwei Automobile.

Perhaps the average consumer is a stranger to Swai cars. Data show that SWM was founded in Milan, Italy in 1971, known as the Italian manufacturing symbol label, at that time SWM is only a brand committed to the production of off-road motorcycles, at the end of the 1980s due to stubbornly adhere to the forward-looking design and the ultimate process quality, neglecting the operation and marketing strategy and gradually faded out of people's attention. In 2014, the famous Chinese motorcycle and automobile manufacturer Oriental Xinyuan Holdings Group successfully acquired the SWM brand. Two years later, Oriental Xinyuan and brilliance jointly formed brilliance Xinyuan, and Siwei was transferred to the new joint venture brilliance Xinyuan. After brilliance Xinyuan obtained the production qualification in 2016, Siwei officially launched its brand in Beijing and launched its first model, the Swift X7. At present, Swai Motors owns X2, X3, X7, G01, G05 and Iron Man models, among which Iron Man is the latest model launched in April this year, with a guiding price of 9.59-125900 yuan.

Since entering the Chinese market, Siwei has always stressed that it is an Italian brand, but even so, its sense of existence in the Chinese market is still not strong. Siwei sold 50, 000 cars in 2017, 56500, 53300 and 50400 respectively from 2018 to 2020, a decline for the second year in a row. From January to July this year, Swai sold a total of 22376 vehicles, down 26.41 per cent from a year earlier.

Hot events bring heat at the same time, how to ensure that publicity and marketing is reasonable and not offside, is the need for enterprises to strictly control. Prior to this, after the Tokyo Olympic Games, FAW Red Flag officially announced that it would give red flag H9 to athletes who won gold medals, as the red flag of its own brand, although it was "hot", it would not be offensive, but laudable.

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