AutoBeta(AutoBeta.net)04/21 Report--

On April 21, MINI China issued another statement in response, which read as follows:

To put it simply: MINI China did hand out ice cream at the booth, handing out a total of 600 ice creams through MINI App vouchers on the 18th-19th, with a small number reserved for colleagues at the scene, and the "foreigners" in the video are colleagues, who wear employee badges. At the same time, MINI China admitted that negligence led to a bad experience, and the two etiquette sisters in the incident were also young people who had just entered society and hoped to be tolerant. In addition, MINI China apologized again, modestly accepted, seriously corrected, and positive feedback.

However, it is clear that MINI China's statement is still not recognized! Some netizens said, "if there is a reasonable reason, why not say so earlier?" , "it gets darker and darker! There is no silver 320 here, "it would be better to honestly admit mistakes, accept the facts, and correct them later" and "the two little sisters have just stepped into society, so we can't give them tolerance and space to take responsibility for what they have done wrong. This is the first lesson in stepping into society."

As we all know, the 2023 Shanghai International Auto Show opened on April 18. however, on the second day of the opening of the auto show, an incomprehensible scene occurred at the BMW Mini booth. It was said that the BMW Mini booth could receive ice cream for free, so when a little Chinese sister went to the booth to ask if she could collect it, she was told by the staff that it had been "sent out". Then the little Chinese sister left the scene with a smile on her face. However, a few seconds later, a foreigner went to pick it up, and the staff kindly and enthusiastically took out the ice cream from the incubator on the side and introduced in detail how to eat the ice cream. seeing that the foreign friend's approach to ice cream was somewhat clumsy, the staff even taught him hand-in-hand with a very bright smile and kind eyes, which was completely different from the previous attitude towards the Chinese little sister.

The scene happened to be recorded by the audience, and the audience was very impolite and went directly to ask if he could get the ice cream, but the staff once again said that the ice cream had been distributed out. So the audience proposed to open the incubator to check, and if there was no ice cream in it, he would leave immediately, and then suddenly a male employee appeared and took the incubator directly away.

The completely different reception methods of the relevant personnel on the BMW mini booth have been accused of "differential treatment" and "worshiping foreigners and fawning on foreigners", which has triggered heated discussions and heated discussions.

At noon on the same day, MINI China responded on Weibo: the "Shanghai Auto Show Live Gift-Sweet Pet" launched by MINI was intended to give a sweetness to the children who visited the show. Everyone was unhappy because of our poor internal management and staff dereliction of duty. We sincerely apologize for this! We review ourselves and improve management, strengthen internal training, and strive to provide every friend with good service and experience. Once again, I sincerely apologize to all of you!

The scene at the BMW mini booth is both infuriating and incomprehensible. What we need is not expensive "ice cream", but equal treatment, and this basic consensus should be followed both at home and abroad. After this incident, some car bloggers even bought two large bags of ice cream at their own expense and distributed them free of charge in front of the BMW mini booth: "Chinese people get ice cream for free". Maybe the ice cream bought by this blogger is not as noble as MINI, but it just seems so relieved.

At the same time, as the BMW MINI ice cream incident continues to ferment, the on-site conflict escalated again. It is understood that on that day, a female anchor broadcast live in front of the BMW mini booth, Yibao an said that live broadcast was now prohibited in the booth, and perhaps due to poor communication between the two sides, the female anchor was pushed by the security guard and asked to apologize to her, but the conflict between the female anchor and the security guard also escalated, and finally the female anchor was forcibly pushed away by the security guard.

Judging from the ice cream incident alone, MINI China is really unprofessional.

First of all, the incident happened at the mini booth of BMW. MINI China should understand that the employees at the scene represent not only individuals, the company, but also the brand image, so whatever happens will have an impact on the brand, and the ice cream incident does reveal the carelessness of MINI China's management.

Second, whether it is the personal behavior of employees or the instructions of management, this naked differential treatment is disgusting, and if a "foreigner" is a "colleague", the staff on the spot can say clearly, why hide it?

Finally, both statements show that MINI China's public relations response ability is really worrying, as well as the level of stress handling of the parties concerned after the emergency.

Is ice cream important? It doesn't matter, the important thing is to want to be treated equally. Does it matter whether a foreigner is a visitor or an employee? It doesn't seem to matter. If you are an employee, having an employee's badge is enough to prove it. MINI China can also explain it clearly in its first statement, but why did it take a day to say it? Is the etiquette little sister a young man who has just entered the society? It doesn't matter. If they are young people who have just entered the society, they should not dare to do so. They should act in accordance with the rules. What chapter is that?

In fact, MINI China only needs to admit its mistakes, show sincerity to reflect on itself, bear the responsibility of "negligence in the process and careless management", and take actions to recover the negative impact, but the actual performance is incomprehensible.

The road knows horsepower, and it takes a long time to see the hearts of the people, isn't it?

The share price of BMW Group, the parent company, also fell after the incident. Yesterday, the share price of BMW Group fell 3.62% to close at 10.378 billion euros, and the market value of BMW Group lost 2.16 billion euros (about 16.3 billion yuan). Perhaps, MINI China did not expect that it would be hot because of ice cream, and BMW Group also lost tens of billions of dollars in market value because of ice cream.

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