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After Audi's copywriting was accused of plagiarism, recently, a netizen Y.z of Xiaopeng posted that: recently, I saw Xiaopeng Automobile embezzlement of a photo taken in September 2020 in an article posted on its official Wechat account to publicize it. However, I did not receive any authorization request or notice about the use of this picture before. After that, I also left a message on Xiaopeng Automobile official account to inquire about it, but did not receive a reply for a long time. As soon as the news was issued, it also aroused heated discussion among many netizens.

Some netizens said: plagiarism, embezzlement, is the lowest cost of operation? Many netizens also questioned the picture. In this regard, netizen Y.z commented: "for friends who have doubts about the same picture, they can understand it even if they are not professional. Coupled with the fact that the picture of Little Red Book is not clear enough, I would like to add: the exposure, color and license plate of the photo can be changed through the later stage of photoshop. However, it is difficult to change the shape of the car, the shape of light and shadow in various areas of the car body, the pattern of the road shoulder and the perspective relationship between the car and the road, and it is very difficult to find another road to take a picture showing the same angle of the reversing mirror and the front. "

Subsequently, in response to the matter, the relevant person in charge of Xiaopeng Motor said: the picture material is provided by the supplier, the PS modification made with the Netmap, and the tweet has been deleted.

This afternoon, the netizen said again: the responsible person of Guangzhou Blue Glass Media Co., Ltd., a supplier of Xiaopeng material, has contacted him to explain the whole incident, made a statement and apology, and is willing to bear the consequences of this incident. I am willing to accept this apology. In addition, it also released a letter of apology from Guangzhou Blue Glass Media Co., Ltd. from the letter of apology, which said that the incident was caused by employees' lack of copyright awareness.

According to relevant data, Guangzhou Blue Glass Media Co., Ltd. was established on April 6, 2021, with a registered capital of 5 million and a legal representative of Chen Hui. the company's business scope is: advertising design, agency, video and video production services, professional design services, information technology consulting services, marketing planning, information consulting services (excluding licensed information consulting services), advertising release

, brand management, consulting and planning services, etc.

In recent years, there have been a lot of incidents of car companies marketing and promoting rollover. Some industry insiders pointed out that this is mainly because the development trend of automobile marketing has shifted from offline to online in recent years. The marketing programs of car companies tend to be outsourced to marketing planning companies, but due to the widespread plagiarism of Internet content, it is easy to involve infringement. With regard to this problem, automobile companies need to pay attention to and avoid it in terms of publicity and marketing in the future.

In addition, with the advent of the 5G era and the rise of short videos, many car companies also take a fancy to online promotion, hoping to gain more attention through online promotion so as to enhance the brand influence of enterprises. However, due to the characteristics of online promotion, low threshold for creation, fast dissemination, and unclear legal attributes and rights, it also brings new difficulties and challenges to its copyright protection. In response, the China Advertising Association also issued a call after the Audi incident that the advertising industry, as one of the industries that use the most creativity, should abide by the bottom line of ethics. Employees should learn lessons and pay attention to the promotion of legal awareness, especially the legal awareness related to intellectual property protection. At the same time, they should strengthen self-discipline and integrate the ideas of respecting labor and creativity into every chain of the industry.

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