Author|Media Observations
|Media Observations
Introduction: Wuling Motors may not have expected that the impact of the apology ** would be so great.
first asked for an apology, and then said that he did not need to apologize......Why couldn't Wuling Motors bear it 5 days after the ** person apologized?
Recently, a very interesting thing happened around Wuling Motors.
Wang Fei, the host of Zhejiang Minsheng Information Broadcasting, was identified as "slander and insult" by Wuling Motors in a lawyer's letter sent by Wuling Motors because he received some problems from Wuling car owners in the program, and demanded an apology for 15 consecutive days.
Then Wang Fei really apologized.
Not only did he apologize continuously on multiple platforms, but he also thoughtfully made a ** collection called "Wuling Apologize" on his Douyin account to facilitate netizens to view.
As of December 7th, the ** collection has exceeded 42 million times on the Douyin platform alone, and 5 ** have been updated, each of which has exceeded 100,000+.
After the media saw and browsed the **, I found that Wang Fei's language art was very superb, and he also gave an example to all the **colleagues present - how to deal with the correct attitude when facing the company's apology request in the future.
First of all, the 5 ** are all titled "Wuling Motors, I was wrong, I solemnly apologize to you" to strengthen the audience's impression of Wuling Motors.
Secondly, in almost every **, Wang Fei has to repeat the problems encountered by car owners, and by the way, emphasize the relevant propositions of Wuling Motors.
For example, Wang Fei will mention in each **:
Today is the xth day that I apologize to you for the charging power problem at your request. For the complaint of the owner in my program, the Wuling nano charging interface is marked with a rated voltage of 250 volts and a rated current of 32 amps, while the on-board charger is 2 kilowatts. The rated voltage and current and the rated power are two different things from the actual charging power, which is the wrong understanding of the owner and me, and the physical knowledge of the owner and me is not up to par. (It seems to imply that the actual charging power of Wuling is not in line with the advertisement).
The 7 kilowatts that your store sells and describes to customers is a slip of the tongue, because after later understanding, Wuling Motors provides three different power options for 732, high and low, and consumers can choose by themselves, with a high power of 7 kilowatts and a low power of 2 kilowatts. (The implication is that Wuling Motors' sales take 7,000 watts as a selling point, and do not inform users that in fact, the car only supports 2,000 watts of charging power).
Wang Fei also said, "Wuling Motors is still a good Wuling for the people, and it will build whatever ......the people need."At first glance it looks like an apology, but it also looks like an irony).
Moreover, not only did he record an apology in the workshop, but Wang Fei also went to the Wuling booth of the Guangzhou International Auto Show to find the person in charge to apologize in person.
Seeing this, the person in charge of the Wuling booth did not dare to slack off, bowed to Wang Fei very humbly, and then verbally proposed that "there is no need to continue to apologize."
However, Wang Fei believes that the person in charge's oral statement is very imprecise without resorting to paper, and he should not stop apologizing before officially receiving the letter of dismissal from Wuling Motors, so he decided to continue to apologize in the process of participating in the Macau Grand Prix.
Perhaps Wuling Motors is very low-keyIn the end, Wuling Motors took the initiative to contact Wang Fei, hoping to sign a memorandum of settlement with him, and entrusted a lawyer to make it clear that "Wang Fei is no longer required to apologize continuously".
A PR told the media that the purpose of the company to make a public apology is to alleviate the public's criticism and doubts and maintain the company's image and reputation through an apology. However, whether this is wise or not needs to be analyzed on a case-by-case basis.
"If there is indeed a mistake in the statement of **, an apology can help you and the company to save your reputation. However, if the company makes a public apology but does not produce enough evidence to prove that the statement is wrong, then this apology may make the public think that the company is avoiding the problem, or even bullying others. In this case, an apology can backfire. ”The PR said.
The media saw that under Wang Fei's 5 apologies, there have been many comments that damaged the image of Wuling Motors.
Wuling is no longer the original Wuling. ”
Five-zero actually refers to: no fast charging;There are no air bags;There is no air conditioning;There is no spare tire;There is no rear impact beam. Abbreviated as 50. ”
Everyone knows that the charging power of Wuling is 2kw, and the longer the apology takes. The more people know. ”
Feige, your apology, Wuling's stock price has collapsed. ”
Wuling finally realized that the longer the apology took to spread, the wider the news spread. 
Who told me, after apologetic for 5 days, how much did Wuling ** fall?
Wuling's charging twice an hour was originally only known to the owner, but now dozens of millions of people know about it. 
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