2003: Starting with Foreign Trade

Chapter 1061 Opportunities Brought by Crisis

The official announcement from Yuchi Power was released just before the end of the crucial four-hour window, which mitigated some of the impact. However, because it was not an official statement from BMW, it did not have a significant effect on public opinion.

"Weichi Power's scale is still too small to make a significant impact."

Tan Jincheng sighed. He knew that once this matter was brought to light, it would not be so easy to suppress. Once the public's emotions were ignited, it would not be so easy to quell them. Moreover, the source of everyone's emotions was not an ice cream, but rather the feeling of being discriminated against.

"Sigh, it's been so many years since something like this has happened. It's really like we're getting more and more backward as we get older."

Due to economic inequality and other reasons, foreign brands and foreigners did indeed enjoy a superior status in the last century and even at the beginning of the last century. However, with the rise of national strength and the improvement of the quality of domestic brands, this sentiment among the public has long since disappeared.

"We need to pay more attention to female users in the future."

The ice cream incident exposed a problem: the consumption patterns of female consumers, whether users or employees, have changed somewhat in recent years, requiring more countermeasures.

"Let's issue a statement too."

After communicating with Qin Zhi and Zhou Ao, Tan Jincheng also temporarily changed his schedule and urgently convened an internal meeting. Weilai has a close cooperation with BMW and is considered Brilliance's most important partner in China outside of Brilliance.

Both parties have poured their efforts into the MINI electric project, and this time MINI will definitely be directly impacted, and its sales will certainly be greatly affected. It is a niche market, and consumers value style, so how can its style not be affected?

“In the age of social media, any small mistake can be magnified infinitely. I hope everyone can learn from BMW’s lesson this time. But what we need to do now is protect ourselves.”

As a partner, we should not and cannot try to salvage BMW's reputation. Several hours have passed, and the matter has already spread online, partially impacting Weilai's brand image.

"Let's issue a statement. We also need to coordinate our messaging: we won't respond proactively, but we can't completely refuse to respond either. This matter should be handled by the public relations department, and internal employees are prohibited from commenting on it."

After several hours of development, not only were independent media outlets capitalizing on BMW's popularity, but even competitors began to react. Wuling Hongguang seized the opportunity to launch a marketing campaign, offering free ice cream to people of all nationalities, which ironically highlighted MINI's predicament.

Some ice cream brands have gone on a marketing spree, launching free ice cream giveaways and other promotions. In short, they've really hit the jackpot this time. Although this hasn't affected Wei Lai yet, there are already signs of it happening.

In one quarter, Weilai seized a large market share and offended countless manufacturers. It's rare for competitors to have such an opportunity to target Weilai, so how could they possibly let it go?

Weilai has always placed great importance on product quality and after-sales service. Although it has also experienced vehicle accidents like other car companies, it has not been too passive in crisis public relations.

Even if competitors wanted to attack, they couldn't find a good entry point; they could only launch small-scale attacks or target Tan Jincheng personally. This was a rare opportunity.

By 7 p.m. on the 19th, the incident had become a trending topic on most platforms, and official accounts on various platforms issued formal responses at this time.

"We have noted the reports about the incident. We always adhere to the core values ​​of equality, inclusiveness, and respect, and provide all users with high-quality products and services without discrimination. At present, we have no further information to share about this incident, and our business operations are normal."

"Weilai promises to treat every consumer equally and provide a fair, transparent, and distinguished service experience globally, especially in the domestic market. Weilai will continue to monitor the follow-up developments of this incident and evaluate the sale of MINI EV on the Weilai APP in light of this incident."

The incident escalated too quickly, and the official accounts of Weilai and the personal social media accounts of its executives are now filled with comments demanding that the Weilai APP remove the MINI EV, putting a lot of pressure on Weilai.

Whether it was organized or not is no longer important. From a business perspective, Wei Lai doesn't want to be swayed by such comments. Once it happens, it will happen again and again. Tan Jincheng can't guarantee that the ice cream incident won't happen to Wei Lai. With hundreds of thousands of employees and countless partners, he can't possibly be all-encompassing.

Too many instances of being dragged into something will affect the brand's own operations and give competitors more opportunities.

"Let BMW follow our public relations plan and release the announcement quickly. If they can't do better, we might not be able to withstand the pressure and remove the MINI EV from the Weilai APP."

When the announcement was released, BMW had not yet given any response, revealing its consistently poor public relations capabilities, or perhaps the arrogant style of joint venture brands made them slow to react.

In light of this, Tan Jincheng had no choice but to put some pressure on BMW's senior management through Qin Zhi. Prior to this, Qin Zhi had also communicated with BMW's senior management. Obviously, BMW underestimated the seriousness of the incident, thinking it was just a minor disturbance and not taking it seriously enough.

In fact, within the golden four hours, Wei Lai had already made a public relations suggestion to BMW. Tan Jincheng himself had called the BMW CEO he met yesterday, and Zhou Ao had also been in communication with Qin Zhi.

The responses received were all that the impact of the incident needed to be assessed before making a decision, because BMW considered the suggestions given by both Tan Jincheng and Wei Lai to be too "humble".

The core of the response is to apologize first, and then take action against the employees involved and the exhibition service providers, characterizing the incident as a value error rather than management negligence, which is something BMW does not want to see.

"It's not that BMW is unaware of its mistakes, but rather that some people are unwilling to admit them, or they believe that admitting mistakes would result in greater losses."

Despite the pressure from Wei Lai, BMW did not respond on the 19th, but instead hastily released a statement on the 20th, which was roughly the same as the one Tan Jincheng had seen in his previous life.

The reason BMW was able to respond on the 20th was most likely because its stock price on the Frankfurt Stock Exchange fell sharply after the incident, with a single-day drop of more than 3%, wiping out billions of euros in market value.

Those who play with capital are clearly more clear-headed than those who play with the market.

"Since BMW isn't showing any sincerity, then we'll do it ourselves. It's just a bit of a pity, though, as the MINI brand was on a good run."

Apart from the Weilai system within the Weichi Power team, no BMW executive has given a direct response so far. This belated response was only released through BMW MINI's official Weibo account, not by BMW ZG.

Clearly, BMW wants to keep the situation under control within its MINI sub-brand.

The first response characterized the whole incident as a misunderstanding, and even coined the nonsensical new term "foreigner" to explain it. This behavior of treating netizens like fools was met with a barrage of criticism from netizens so quickly that the comment section was shut down.

Looking at online public relations incidents, closing the comment section often escalates the conflict. Most netizens are just bystanders; they wouldn't even consider buying a MINI. All they need is a comment to vent their frustrations.

"Boss, these people have nowhere to vent, so they've come to our comment section."

With red eyes, Zhou Ao reported to Tan Jincheng. He had been highly focused since yesterday, sleeping less than three hours a night, and keeping a close eye on the situation.

The statements originally released by Weichi Power, Qinzhi, and Weilai had already calmed the public to some extent. However, BMW's statement, which added fuel to the fire, completely rendered their previous efforts futile.

"Let's remove the MINI from the shelves. Also, let's have the legal department prepare for a lawsuit, and begin our follow-up actions."

Tan Jincheng sighed. BMW's move undoubtedly made MINI take the blame, which was not in Weilai's interest. Since that was the case, they couldn't be blamed. Weilai needed to quickly sever ties with MINI while turning BMW's crisis into an opportunity for Weilai.

"Okay, these idiots are just like the boss said."

Zhou Ao was also very angry. As a deep partner, they made tremendous efforts after the incident. The entire public relations team of Weilai was on high alert and even offered to provide a complete public relations plan from BMW's perspective.

"They've had a good life for too long, and they can't let go of their pride."

The comment sections for MINI and BMW were closed, and a large number of netizens flooded into the Weilai APP, leaving abusive comments under the official account, which seriously damaged Weilai's brand image. However, thanks to the swift action of the public relations department, Weilai minimized the impact at an extremely fast pace.

Within an hour of BMW's MINI statement, Weilai quietly removed the MINI EV from its app; subsequently, Weilai released an official statement that did not mention BMW at all, but it was clear to everyone that it was aimed at BMW.

"It has to be President Tan. His reaction is really fast. The Wei Lai team with 5G internet access is indeed authentic."

Weilai officially announced a brand equal experience review program, which will investigate all of Weilai's activities nationwide, establish a customer experience lawsuit, and invite media and user representatives to monitor future activities.

Finally, BMW released a white paper on its commitment to equality and respect for customers, turning this crisis into an opportunity to upgrade and promote its brand values.

“We could have provided these proposals to BMW, but their arrogance and disconnect caused them to miss this opportunity.”

Wei Lai's series of actions were so fast that onlookers couldn't react in time. Tan Jincheng, located in Luzhou, continued to hold online meetings. Wei Lai's overall actions were obviously not limited to this.

"It doesn't matter. Since BMW has made this kind of cut and given us an opportunity, we have to seize it."

The public sees BMW shifting the blame, but from a public relations perspective, judging solely from BMW's current actions, it's clear they've also assessed the situation. Li Xiang is already gearing up. He aims to deliver a textbook example of leveraging the situation for marketing purposes and a high-EQ brand value output, using BMW to enhance his brand image. Since the incident, several automakers have been criticizing BMW online.

The actions of the Wuling Hongguang, a vehicle known for its proactive approach, have been a real blow to BMW. However, in Li Xiang's opinion, these actions are somewhat "petty."

"We must not allow any underhanded or contradictory behavior, whether online or offline. We should just do our work, not comment, so as not to give anyone ammunition to criticize us."

Because of this public relations crisis, Tan Jincheng has changed his itinerary. All activities in Luzhou will be temporarily attended by Zhao Xinyi and Zhang Xuhui, while he himself will be responsible for overall coordination of this special public relations campaign.

"Yes, everyone must understand this point. We are an important partner of BMW and also a sub-brand affected by this incident, so we must not attack BMW."

Wei Lai's next move was for the entire senior management team to visit frontline 4S stores, communicate with sales staff and customers, and film a documentary to showcase their down-to-earth approach and their willingness to listen to the market.

Tan Jincheng will next visit the Weilai Experience Store in Luzhou.

"Let's get started. Our colleagues at the Shanghai Auto Show should promptly send back information. We must be careful when facing questions from social media and netizens to avoid having our statements selectively taken and used to damage our brand."

Self-media outlets are adept at spreading rumors. They are skilled at taking a clip from an interview and attacking a brand's image. Although they can hold people accountable afterward, the damage has already been done.

The Shanghai Auto Show today, after BMW's response, has become a veritable "holy land" for ice cream.

Following the first action-oriented Wuling Hongguang, Volkswagen, Nezha, Xiaopeng and other car companies set up small tables in their exhibition areas, which were filled with ice cream. Xiaopeng Auto staff even pushed a whole box of ice cream around the exhibition hall, distributing it to everyone they saw.

"Wow, the whole place has become a sea of ​​ice cream."

There was simply too much to eat. Despite not being a car company, the ice cream brand Zhong Xuegao quickly launched free ice cream at its booth, which somehow managed to improve the brand's image, which had been labeled as an ice cream assassin.

"Why don't you guys give out ice cream?"

At the Weilai exhibition area, there were countless onlookers. As a group affected by the incident, Weilai's online statement and its actions of removing the MINI EV from the shelves at the risk of legal consequences garnered some goodwill.

However, while other automakers were trying to capitalize on the hype, Weilai's management team remained silent and did not distribute ice cream at the event.

"So many companies are already giving out ice cream, so we won't join in. If you're hungry, you can come over here to get coffee, chicken wraps, and bottled water."

The pretty young lady in her work uniform had her usual smile on her face.

"That's true, ice cream isn't filling enough, you guys really have to offer real value."

Since its first participation in an auto show, Wei Lai has been providing free food, which generated considerable buzz at the time. However, as trends have shifted, the practice of automakers distributing free food at auto shows has become less of a focus for netizens.

The recent BMW MINI ice cream incident has once again brought the seemingly insignificant detail of free food at a trade show into the spotlight, making it a benchmark for measuring a car company's emotional intelligence and values.

To some extent, this ice cream incident has transformed the free food at this auto show beyond the food itself, turning it into a unique marketing symbol.

Weilai also has its own KOLs. As the incident continued to escalate, the KOLs cooperated with the public relations department to collectively showcase Weilai's "generous" behavior at previous auto shows.

At each auto show, Weilai provides free food to attendees, offering different options depending on the season and the location of the show.

At this year's Shanghai Auto Show, Weilai offered various set meals including coffee, bottled water, sandwiches, and chicken wraps. In addition, Weilai also provided some Weilai merchandise for attendees.

The combination of online and offline efforts quickly "extriced" Wei Lai from this crisis.

"I have to say, Weilai has really shown a lot of sincerity this time. In addition, they are also very honest and did not engage in any underhanded dealings with BMW like other car companies. If we were to say who is the most unlucky this time, it would probably be Weilai."

"That's right. Without those two's antics, Wei Lai would have been incredibly successful this time."

On the first day, photos and videos of multinational corporate delegations lingering at the Weilai exhibition area went viral online, radiating a sense of pride in the growth of domestic brands. Without this incident, Weilai would likely have been the most talked-about brand in subsequent trending topics.

Unfortunately, they were overshadowed, and some netizens even felt that Wei Lai was set up and that the whole thing had nothing to do with him. Now, they are the ones being attacked the most.

If we really have to talk about targets, BMW Brilliance is the first choice among our partners.

"Wei Lai's response this time was textbook-worthy."

In addition to developing response strategies for specific incidents, the executives acted as a group, avoiding the confrontational approach of other automakers at the auto show. Instead, they maintained their own pace and responded to public doubts about Wei Lai with sincerity and respect.

However, after BMW released its second response on the 21st under pressure from the entire internet, the pressure on Wei Lai completely disappeared.

"You're really courting death! Wei Lai has already set an example for you, and you still don't know how to copy his homework?"

The second response, as always, evaded the main issues, not only shifting the focus and continuing to make excuses, but also resorting to "moral blackmail." This disastrous public relations operation thoroughly enraged the public and solidified the brand's image of arrogance and insincerity.

The outrage across the internet also significantly reduced the pressure on Wei Lai.

"Tell me your plans for dealing with the MINI electric vehicle issue."

This meeting was held in conjunction with the Weichi Power team, and the team members involved included all the senior executives of Weichi Power. Tan Jincheng had to bring forward his trip to Zhangjiagang at the last minute.

He questioned the members of the Yuchi Power team in his capacity as one of the controlling shareholders, arguing that BMW's inaction had seriously affected the interests of Yuchi Power as well as those of Yuchi Power.

Although the Weilai APP has temporarily removed the online sales of MINI EV, it does not mean that the cooperation between the two parties will end. The offline stores are still cooperating. Although the series of questionable actions have reduced the pressure on Weilai's reputation, the real impact is far from over.

In a highly competitive market, brand favorability is a key soft power that determines sales. This move will inevitably have a fatal impact on MINI EV sales, and the impact on sales will mean a series of chain reactions.

"This was a disaster that could have been avoided. Your inaction caused a series of consequences. I don't understand why you didn't report it to headquarters. You should know that you were the ones who were most affected."

Tan Jincheng questioned the senior vice president and CFO of Weichi Power, who are currently BMW executives stationed at Weichi Power. There are also directors who are not permanently stationed at Weichi, but this time he has come from Germany.

"I'm sorry, Tan, this was our mistake. We underestimated the impact of this incident."

Senior Vice President Zimmer apologized somewhat awkwardly to Tan Jincheng. He explained that Wei Lai did not lead the production and sales of Weichi Power, and Tan Jincheng himself did not hold any position at Weichi Power. However, as stakeholders, they had no problem being held accountable this time.

"The foundation of trust has been destroyed. You must quickly provide a cleanup and separation strategy, and make internal reorganizations. I will stay in Zhangjiagang for two days to await your reply."

This app removal is temporary. We need to assess its impact. If the situation cannot be resolved quickly, we will have to consider a permanent removal.

"In the era of self-media, the fragility of brand assets is clearly exposed."

Qin Zhi sighed inwardly. A brand image built up over decades could be severely damaged in minutes, and the repair process would be long and difficult. Companies benefit from traffic, but they can also be easily devoured by it.

"It seems we need to pay attention to this in the future; we should remind Li Xiang."

As longtime partners, Li Xiang's penchant for generating traffic had previously benefited them greatly, but this public relations crisis made Qin Zhi realize the terrifying power of online traffic.

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(End of this chapter)