Chinanews Client Beijing, October 21st (Reporter Xie Yiguan) From Rolls Royce to Runbayan to Mercedes-Benz, recently many well-known brands have frequently encountered netizens for "cooperating" with controversial public figures. resist.

Forwarding Yang Li's promotional video, Mercedes-Benz was pushed to the forefront

　　"Waving to the crowd, walking towards the Mercedes-Benz car, and then sitting in the car, sipping a drink..." This is a promotional video posted on the official Weibo of VOGUE Apparel and Beauty on the 14th. The protagonist is Zeng Yin "Pu Xin Nan "Yang Li, whose speech sparked controversy.

The screenshot is from the official Weibo of Mercedes-Benz.

　　Later, Mercedes-Benz's official Weibo reposted the video, but the comment area was not peaceful, "Thank you for helping me make a decision and I went to buy a BMW." "You chose Yang Li to play this ad. The audience is How to locate it."

　　After the video sparked controversy, on the 18th, Yang Li's studio issued a statement stating that Yang Li was invited to participate in a fashion media event and filmed promotional materials for the event.

A certain car brand forwarded related materials as an event sponsor.

Yang Li does not have any commercial cooperation with the brand, nor does it have any endorsements in the car category.

　　A reporter from Chinanews.com inquired about the editing records of related Weibo and found that on the 17th, Mercedes-Benz had changed this video from "public" to "visible only to its own fans."

　　At present, the top few in the comment area of ​​the reposted video are all supporting Yang Li's remarks.

The screenshots are from the comments of Sina Weibo netizens.

Inviting Internet celebrity couples to promote, Rolls-Royce was "very low"

　　Before the Mercedes-Benz incident, a video released on the official Weibo of Rolls-Royce Motors on September 24 also caused widespread controversy.

　　The video invited "net celebrity couples" Lin Han and Wanwan to promote it. After the video was released, many netizens complained: "Does Rolls-Royce not make a back tone?" Promote Rolls-Royce?"

　　Some netizens said, "I am the owner of a Rolls-Royce, please be late, and instantly lower the style of my Cullinan bb version." This comment also attracted Lin Han's personal reply.

　　On October 11, Wang Sicong "appeared" in the Rolls-Royce comment area and left a message: "Suddenly I feel that RR (Rolls-Royce) is very low and I will not buy it anymore."

　　On the evening of October 14, Rolls-Royce Motor Cars’ official Weibo post stated that as a responsible brand, Rolls-Royce Motor Cars Greater China took this incident seriously and sincerely listened to everyone’s feedback and decided to take the video offline. . 

The screenshot is from the official Weibo of Rolls-Royce Motor Cars.

"A native dog becomes a'water dog'", Runbaiyan is boycotted by women

　　In addition to the two major luxury car companies, Rolls-Royce and Mercedes-Benz, recently, the leading hyaluronic acid company Huaxi Biotech's brand Runbaiyan has also "turned over the car" in marketing.

　　On October 15th, Runbaiyan invited the blogger @带带大師兄 to promote the product. Because the blogger was suspected of insulting women before, this move also caused many women to criticize and resist.

　　In addition, because the blogger’s fans claim to be “dog fans”, when running the product promotion video, Runbaiyan posted that “Xiaoyan brought 8 boxes of Runbaiyan third-generation water that can turn a dog into a “water dog”. Runci throwing essence suddenly appeared!" It caused netizens to question, and his remarks that "a soil dog has become a "water dog"" were also accused of insulting women.

　　On October 16, Runbaiyan's official Weibo posted an apology!

He also stated that he had requested the blogger to delete the video immediately, and also suspended the business cooperation of other Weibo experts, severely criticized and punished the internal responsible department, and strengthened the supervision process of marketing cooperation in the future.

The screenshot is from Run Baiyan's official Weibo.

　　But this apology did not calm the anger of netizens.

Some netizens commented, "I'm sorry not to accept the apology. Will your staff not do their homework when looking for promoters?"

　　Some netizens said, "From the beginning to the shooting to the final review of the final product release, no one has raised any objections in so many links? A sentence that is not rigorous has been lightly passed? As a woman, I asked the brand to ask such a woman to be famous for insulting women. It’s an insult to all of your consumers that people on the Internet do the promotion."

　　In fact, in recent years, there have been many instances where brands have incurred boycotts due to spokespersons.

In March of this year, Yang Li met with protests from many male netizens for endorsing Intel.

　　In this regard, Hu Chuncai, general manager of Shanghai Shangyi Consulting, told a reporter from Chinanews.com that in the past, when brands chose to promote or endorsement, they mainly considered popularity and traffic.

These incidents tell brands that when choosing a promotion or spokesperson in the future, they should have a thorough understanding and consider whether they are sufficiently coupled with the brand's tonality, while also taking into account consumers' feelings.

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