In the CCTV financial forum broadcast on December 25, Dong Mingzhu said that Gree Electric used 1700 million yuan of funds, successful research and development. She believes that the value of mine air conditioning is to allow miners to go to work in a hot environment and wear a suit. The Weibo entry "Dong Mingzhu said that the miner's air conditioner made the miners go from ** to work to wear suits" appeared on the Weibo hot search, and netizens had a lot of dissatisfaction with Dong Mingzhu because of Dong Mingzhu's proposal to "pay to jump ship" some time ago, so most of Dong Mingzhu's speeches were negative, and the "metaphor of wearing a suit in the mine" was unrealistic. There are also sensible netizens who think that this incident is a real benefit for the miners, and "wearing a suit" is just a metaphor for propaganda.
Dong Mingzhu said: The amount of mine air conditioning is very small, and the requirements are very high, so everyone is reluctant to invest, because I don't know if there is a profit after investing money. At that time, I asked to go to the miners' mine to see the current situation of the miners. The chairman said you can't go, why?He said, because we were almost ** going to work over there. The temperature is as high as 40 degrees Celsius, or even higher, it is this sentence that makes Gree see its mission and responsibility, even if the investment fails, we have to do it, so we developed this with 1700 million funds. What is its true value?Let our miners change from going to work to putting on a suit. It can be seen that the starting point of this incident is to contribute to people's livelihood, why do netizens cling to the metaphor of "wearing a suit"?
There are two main reasons, first, the network ** is taken out of context. The hot search entry is "Dong Mingzhu said that the miners' air conditioner makes the miners go from ** to work to wearing suits", taking out an inappropriate metaphor as an entry. In the recent time when Dong Mingzhu has been frequently searched for negative images, this metaphorical sentence of the bull's head is not in the horse's mouth has naturally become another reason for netizens to attack Dong Mingzhu. **They did not explain the significance of this matter positively, but only saw the heat, and constantly deepened the metaphor of "miners in suits", which naturally caused a large number of complaints from unknown netizens.
Secondly, Dong Mingzhu has been frequently on negative hot searches recently, first reprimanding Meng Yutong for being ungrateful, kicking Gree out of the way when Gree got the heat, and then saying that it was recommended to change jobs to pay for training fees, all of which stepped on the thunder point of the workers. Netizens' impression of Dong Mingzhu has also changed from "Queen of Electrical Appliances" to "ugly capitalist". When people's impression of a person deteriorates, then doing positive things in the future will not be easily accepted.
Dong Mingzhu represents the image of the entire Gree, the previous image of a positive female entrepreneur, which has brought a positive corporate image to Gree, and now Dong Mingzhu's frequent negative ** has also brought a negative impact on Gree. The metaphor of the miner's air conditioner wearing a suit has appeared as early as November, and it was on the hot search again at the end of December, which inevitably makes people suspect that Dong Mingzhu signaled to take it out and continue to hype up the topic.
Positive controversial topics are one of the important means of corporate marketing, but Dong Mingzhu currently has too many negative topics to have a positive publicity effect. Enterprises should also consider choosing the right marketing model at the right time when using marketing tools.