AutoBeta(AutoBeta.net)12/18 Report--

At 1:22 a.m. on December 18, Infiniti China issued a statement: It decided to terminate the cooperation relationship with Mr. Wang Lihong from now on.

The source of the incident also started three days ago: on December 15, Chinese pop singer and musician Wang Lihong officially announced that he had filed for divorce, ending his eight-year marriage. However, this period is not perfect. Late at night on December 17, Wang Lihong's ex-wife Li Lianglei issued a long article accusing Wang Lihong of cheating in marriage, saying that he had been subjected to cold violence and humiliation by Wang Lihong and Wang Lihong's family for many years, signing unequal treaties, etc.

Less than two hours after Li Lianglei posted thousands of words accusing Wang Lihong, Infiniti China quickly deleted publicity related to Wang Lihong on Weibo, Weixin Official Accounts and official websites, and announced overnight that it would terminate its partnership with Wang Lihong.

At 1:22 a.m. on December 18, Infiniti China issued a statement: It decided to terminate the cooperation relationship with Mr. Wang Lihong from now on. By the time of publication, the micro blog had been forwarded 14499 times, with 32593 comments and 685058 likes, which is the height that Infiniti has never had in China.

It is worth mentioning that at 14 o 'clock on December 16, Infiniti China just announced Wang Lihong as the brand spokesperson. On the evening of December 16, Infiniti held a press conference in Guangzhou. The brand-new generation Dongfeng Infiniti QX60 was officially pre-sold. The pre-sale price range of new cars was 450,000 - 660,000 yuan. Wang Lihong, as the brand spokesman, attended the launch conference of Infiniti new car, which was also the first time since his official divorce appeared in public view.

At the meeting, Infiniti official Wang Lihong as the brand spokesperson said: As the representative of Infiniti thousands of users, Asian pop music king Wang Lihong also has the same value pursuit as Infiniti. He absorbed the essence of Chinese and Western music culture, led the trend of music era with extremely inclusive music style and excellent singing ability, and was enthusiastic about public welfare undertakings, making his talented image deeply rooted in the hearts of the people. This is highly consistent with Infiniti's brand value, and the cooperation between the two can be described as natural. As a recognized creative talent in the music world, Wang Leehom has created many classic works full of oriental aesthetic flavor based on modern Chinese music and from the essence of traditional oriental culture, which is similar to the unique temperament of "modern oriental luxury" displayed by the new generation Infiniti QX60.

However, the endorsement cooperation did not last long, even known as "the shortest brand endorsement in history", from Infiniti official announcement Wang Leehom became the brand spokesperson, to the announcement of the termination of the partnership with Wang Leehom, only 35 hours (less than two days) have passed.

After Infiniti China issued a statement terminating the cooperation, more and more brands also decided to terminate the cooperation relationship with Wang Leehom. At 7:58 on December 18, Shulang Education Science and Technology issued a statement: The cooperation relationship with Wang Lihong has been terminated. At 9:5 on December 18, Zhou Dasheng Jewelry issued a statement: The advertising cooperation agreement with Wang Lihong expired on November 30,2021, and there will be no further cooperation.

According to the data, Wang Lihong was born on May 17,1976 in Rochester, New York, USA. As one of the most talented singers in Chinese music circle, Wang Lihong, 45 years old, has few negative news since his debut. He is praised as a high-quality idol representative of Chinese entertainment circle because of his double honorary doctorate background from Williams College and Berkeley Conservatory of Music. However, after experiencing this incident, another "idol" fell from the altar.

However, for Infiniti, the incident did not bring too much negative impact, even as the first brand to announce the dissolution of the partnership, won netizens praise. Netizens have said: "This efficiency is great! I want to change your car!" "Thank you for getting up in the middle of the night to terminate the contract.""Brand favorability instantly increased.""This response speed is faster than your car's speed."

According to the data of the Association, the sales volume of Infiniti QX50 from January to November 2021 was 7940 and that of Q50L was 4017, that is to say, the cumulative sales volume of Dongfeng Infiniti in the first November was 11957. From this incident, the impact on Infiniti is really small, even let this once-marginal luxury brand instantly increase the heat and influence, perhaps really can have a positive impact on sales.

In recent years, it is not uncommon to see examples of endorsements "rollover" due to artists 'own problems. On July 18, Wu Yifan was detained on suspicion of rape. It is understood that Porsche announced in April this year that Wu Yifan became the first Porsche China Motorsport spokesperson. On July 19, Porsche officially posted on Weibo that Porsche China decided to terminate its cooperation relationship with Mr. Wu Yifan as the "Porsche China Motorsport Spokesperson" from now on.

On October 22, internationally renowned pianist Li Yundi was arrested for prostitution and detained by Chaoyang Public Security Bureau in accordance with the law. It is understood that Li Yundi was once the image ambassador of 2021 Dongfeng Nissan Teana, participated in the listing conference of Great Wall WEY Mocha, and performed guests in GAC Toyota Highlander Conference Project, etc. Admittedly, showbiz chaos is unthinkable, and Wang Lee Hom won't be the last.

Brand enterprises invite star endorsements in order to enhance product visibility, create a personality image of the dissemination of corporate brands, but Wang Lihong this wave of "rollover" really let Infiniti some unexpected, fortunately timely release of the cooperation relationship between the two sides, and did not produce too many adverse effects. However, there are also netizens think, please star endorsement is not wrong, but a brand is not good or bad by the spokesman decided, don't waste money on please star endorsement, spend money on products and users, perhaps easier to get market recognition.

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