Finally entering the last week of the year, when the atmosphere of the Spring Festival is becoming more and more intense, enterprises still need to be vigilant against the occurrence of unexpected public opinion events. Next, Meihua Data will continue to take you to review last week's key public opinion events:
According to the Meihua data public opinion monitoring team to monitor the main public opinion events from January 29th to February 4th, among which Chery, Gree, miHoYo, Metersbonwe related sensitive public opinion events have a high degree of dissemination, and the following will take you to review the details of the case:
Chery's "Internet celebrity Grandma Xu" incident;
Gree annual meeting turmoil;
The Ministry of Industry and Information Technology named miHoYo for its untimely handling of complaints;
The founder of Metersbonwe responded that the clothes were ugly and expensive.
The volume of public opinion and event sensitivity related to each event are as follows:
In terms of public opinion, among the main public opinions during the monitoring period, the "Chery Incident" had the highest volume, with a total of 40,672 public opinions, followed by the "Gree Incident" with 20,201 public opinions, the "MiHoYo Incident" with 7,686 public opinions, and the "Metersbonwe Incident" with 4,998 public opinions.
In terms of sensitivity, the sensitivity related to the "Chery incident" was the highest, accounting for 8662%, and the "miHoYo incident" accounted for 8651%, and the Metersbonwe incident" accounted for 4978%, and the "Gree incident" accounted for 3138%。
Chery's "Internet celebrity Grandma Xu" incident; (40,672 voices, sensitivity 86.)62%）
Keywords: hot marketing, automotive industry.
Recently, the "Mercedes-Benz man plugged and smashed the hood of the Internet celebrity grandmother" has attracted the attention of the whole network.
On January 29, a blogger with the online name "Wulian Xu August" posted a short ** on his social account saying that he was "plugged" by a black Mercedes-Benz business car when he was queuing up in Xuwengang, Zhanjiang, Guangdong. * The Mercedes man got out of the car and stopped the white car in which the blogger was riding, and made insulting remarks and smashed his fist into the hood of the other party. Under this **, the blogger was accompanied by words such as "Although you are a distinguished Mercedes-Benz owner, maybe the background is very deep, we let you" and "You are a cow*, we can't afford to provoke" and other texts.
For a while, the man and the Mercedes-Benz instantly appeared on the hot search lists of various social networks. Netizens noticed that the blogger was a grandmother in her 70s, and there were children and women in the car at the time of the incident, and they were upset about her.
On January 31, the relevant departments of Xuwen County, Guangdong Province, where the incident occurred, issued a briefing saying that after investigation, Wang Mou, a passenger in a black commercial car, stopped the car in front of the white car and insulted and smashed the hood of the white car with his fist, causing the hood to dent. The two sides then drove away. At present, Wang has been sentenced to 10 days of administrative detention and a fine of 500 yuan in accordance with the law.
Regarding the processing results, the blogger posted: "Thank you Xu Wen** for giving the processing results ...... for the first time."The dust of this matter has landed, and I hope that netizens will stop bullying him online and give him a chance to reform himself. Subsequently, the ** was removed from the shelves on suspicion of infringing on portrait rights.
As for "the hood is smashed and deformed", on January 31, a salesperson at a sales point of Chery Automobile said that the hood is protected by pedestrians, it has a cushion (function), and all the hoods will be deformed if you smash them.
On January 31, Chery Automobile's staff held flowers and fruit baskets to express condolences to Ms. Xu and provided her with a Tiggo 9 as a scooter. Chery's official account also cooperated with the promotion, and Chery Automobile's official document said: "Our owner grandma is our own pet" "Thank you Grandma Xu for your trust and companionship in Chery all the time, and wish you a smooth and happy journey ahead." ”
However, events seemed to have taken a turn on February 1. It is reported that the driving record of the Mercedes-Benz commercial car** and the multi-angle shooting** appeared on the Internet, and the originally criticized Mercedes-Benz man seemed to be "understood" by some netizens.
Among them, on February 4, some netizens released a surveillance video, and after **, the topic of "Mercedes-Benz man was jacked by a white car before smashing the car" appeared on the hot search. Some netizens zoomed in and found that Mercedes-Benz passengers stood near the Chery car, and the Chery car did have the action of pushing forward; In addition, some witnesses at the scene said that the driver was not Grandma Xu, but a young man, and the grandmother was sitting in the second row. Many netizens believe that there is a discrepancy between the content previously released by Chery car owners and the facts, and it is suspected that there is an "intentional editing" to mislead the public.
Chery Automobile's previous series of "spoiling" car owners also collapsed with Mrs. Xu's personality, leaving the brand dusty.
In addition, according to the ** repair report issued by Ms. Fang Xu, the owner of Chery, in the Chery 4S store in Haikou, the damage to the hood of her vehicle may be 5,200 yuan. Some netizens analyzed that it was precisely because the damage assessment exceeded 5,000 yuan that the Mercedes-Benz man was detained, and suspected that the damage assessment amount was jointly agreed between Chery and Ms. Xu.
In this regard, Chery spokesman Jin Yibo responded that the online rumor that the dealer deliberately priced 5,200 yuan for maintenance was misinformation. Chery brand Haikou dealers provide two maintenance programs, one is maintenance, **600 yuan; The second is to replace the hood for a total of 4,100 yuan (3,200 yuan for parts and 900 yuan for painting, installation and other man-hour service fees), and the user finally chose to pay 4,100 yuan to replace the cover. There is no insurance, and it is not eligible for insurance.
At present, Chery Automobile has deleted the ** that posted on the official ** account to comfort Ms. Xu and provide a scooter**.
Meihua data public opinion analysis|
According to the Meihua data public opinion monitoring system, from January 29th to February 4th, a total of 40,672 related public opinions were monitored for this event, with a sensitivity of 8662%。
The distribution of information ** is shown in the figure below, and the volume of sound is mainly concentrated in the client, and the client accounts for 6557%, *2287%, and other information** accounts for no more than 10%.
In terms of hot words, the hot word cloud chart is shown below, among which words such as "deck", "Mercedes-Benz man", "smashed", "hood", "smashed", "scooter", "staff", "punishment", "hot discussion", "illegal behavior" and "damage assessment" rank high.
In terms of hot searches, the hot searches related to the Chery incident totaled 2953060,000, 7 times on the list, 5 platforms on the list, lasting 55 hours.
Gree annual meeting turmoil; (Voice 20201, sensitivity 31.)38%）
Keywords: enterprise annual meeting, electrical industry.
On January 28, the "Gree 2024 Global Dream Festival" was held in Zhuhai, which was the second large-scale ceremony held by Gree Electric Appliances after more than 5 years. A paragraph about "my mother Dong Mingzhu" in the annual meeting caused heated discussions among netizens.
Some netizens said that the show was inappropriate, "Engaging in *** causes discomfort." However, some netizens objected, believing that "it is just a line, which fits the context of the plot".
On January 30, Gree's official response said that the show was called **Allegro, "Big "Grid" Bureau New Charm "Force", and the performer made a small joke in order to increase the humorous atmosphere, and the original words were "My mother is Dong Mingzhu......My mother likes Dong Mingzhu the most."
In addition, at the annual meeting of Gree, Dong Mingzhu, chairman and president of the company, publicly announced that he would give an additional 200 million yuan to employees for year-end bonuses. However, there is news on the Internet that the year-end bonus is not cash, but deducted with Gree G3 mobile phone.
On the evening of January 31, Gree Electric's official Weibo issued a statement saying, "On January 28, Chairman Dong Mingzhu said at the Gree 2024 Global Dream Ceremony that he would issue an additional 200 million yuan in year-end bonuses, which is actually a Gree mobile phone" and other untrue news. Gree Electric has decided to equip each employee with a free work mobile phone (including free communication**), which will be distributed in batches around the Spring Festival. The 200 million yuan year-end bonus increased by Gree Electric has nothing to do with the free work mobile phone, and the increased year-end bonus does not include middle and high-level cadres, and the increase is tilted towards front-line employees. For the self-leading and individual who spread rumors and rumors, Gree Electric reserves the right to pursue its legal responsibility in accordance with the law.
Meihua data public opinion analysis|
According to the Meihua data public opinion monitoring system, from January 29th to February 4th, a total of 20,201 public opinions related to this event were monitored, with a sensitivity of 3138%。
The distribution of information ** is shown in the figure below, and the volume of sound is mainly concentrated in the client, and the client accounts for 5815%, WeChat accounted for 1547%, *1293%, and other information** accounts for no more than 10%.
In terms of volume and hot words, the hot word cloud map is shown below, among which words such as "year-end award", "Dong Mingzhu", "mobile phone", "chorus", "grand ceremony", "response", "equipment", "joke" and "false news" rank high.
In terms of hot searches, the hot searches related to the Gree incident totaled 15.8 billion, 44 times on the list, 7 platforms on the list, lasting 124 hours.
The Ministry of Industry and Information Technology named miHoYo for its untimely handling of complaints; (7686 voices, 86 sensitivity.)51%）
Keywords:Official roll call Game industry.
On January 31, the Ministry of Industry and Information Technology issued the "Notice on the Quality of Telecommunications Services in the Fourth Quarter of 2023", which shows that in the fourth quarter of 2023, 47 of the complaints received by the Internet information service complaint platform are related to service functions7%, and customer service channel complaints accounted for 256%, and personal information protection complaints accounted for 129%, and other types of complaints accounted for 138%。Among the 175 Internet companies connected to the platform, 4 companies, including miHoYo, did not meet the relevant requirements in terms of timely complaint handling.
Among them, the complaint handling rate of miHoYo's Genshin Impact game is only 393%, miHoYo ranked at the bottom of the four notified companies.
Subsequently, "miHoYo and others were named by the Ministry of Industry and Information Technology" rushed to the hot search on Weibo, and ** continued to ferment. According to ** report, on the relevant complaint platform, miHoYo also has the problem of untimely complaint handling. According to the Black Cat complaint platform, the cumulative number of complaints involving miHoYo has reached 6,242, and there are still nearly 1,000 complaints in the "unfinished" progress.
However, miHoYo did not give a public response to this question.
Meihua data public opinion analysis|
According to the Meihua data public opinion monitoring system, from January 29th to February 4th, a total of 7,686 related public opinions were monitored for this event, with a sensitivity of 8651%。
Among them, the distribution of information ** is shown in the figure below, and the volume of voice is mainly concentrated in Weibo, and the client accounts for 6437%, and the client accounts for 1706%, and other information** accounts for no more than 10%.
In terms of hot words, the hot word cloud chart is shown below, among which words such as "complaint", "Ministry of Industry and Information Technology", "roll call", "complaint handling", "player", "service", "supervision", "proper handling" and "customer service" rank high.
In terms of hot searches, the hot searches related to the miHoYo incident totaled 742090,000, 4 times on the list, 3 platforms on the list, lasting 15 hours.
The founder of Metersbonwe responded that the clothes were ugly and expensive. (4998 voices, 49 sensitivity.)78%）
Keywords: business problems garment industry.
On January 29, Shanghai Metersbonwe Apparel Co., Ltd. released a performance forecast, saying that the net profit attributable to the parent company in 2023 is expected to be 59 million to 85 million yuan, an increase of 107 percent year-on-year17% to 11033% to turn losses into profits; Non-net profit was -38.9 billion to -36.3 billion yuan, the loss margin narrowed by 53 percent year-on-year36% to 5648%。However, the reason for the change in performance is not only to reduce costs, but also to sell real estate and equity in associates many times before.
At the same time, Zhou Chengjian, the founder of Metersbonwe who re-emerged as the president and chairman of the board, issued an open letter to all the top businessmen. The open letter admits that although it has experienced severe challenges in the past three years, the company has still invested about 3 billion production funds at the top end. Even so, there is still no positive feedback from the market and consumers. And consumers have more and more negative evaluations of product quality and quality, "and even some consumers evaluate our current products as 'ugly workmanship and expensive'."
In response to the evaluation of "ugly workmanship and expensive workmanship", Zhou Chengjian said that in the future, Metersbonwe will upgrade its product development strategy and express the aesthetic context of the brand on the basis of fully understanding consumer needs.
On January 30, the topic of the founder of Meibang responded that the clothes were ugly and expensive appeared on the hot search.
On February 4, the Weibo topic "Meibang founder responds to his daughter's 7-year loss of 3.2 billion" appeared on the hot search. According to incomplete statistics, in the more than seven years since Hu Jiajia took over, Metersbonwe has only had a positive annual net profit, and the cumulative loss of all net profits during this period is nearly 3.2 billion yuan. On January 5, Hu Jiajia resigned from his positions as chairman and president. According to the announcement on January 22, Zhou Chengjian's daughter Hu Jiajia stepped down as the president of Meibang Apparel, and Zhou Chengjian will personally take charge of the company.
In this regard, Zhou Chengjian, who is a father, said in an interview with the magazine: "From the root cause, Meibang has gone from a highlight to a loss over the years, and it is inseparable from my responsibility. Although I was not the legal representative in the past few years, I was still the actual controller of the company. Isn't it up to me to try it out myself? But I'm not necessarily better than her. In fact, I have also participated in the operation of Meibang in the past, but it is in a state of seeming management, which can not be well managed and straightened out, I think it is better to fully participate in this time and try again to see if it is possible to be a little better than now. ”
Meihua data public opinion analysis|
According to the Meihua data public opinion monitoring system, from January 29th to February 4th, a total of 4998 related public opinion was monitored for this event, with a sensitivity of 4978%。
The distribution of information ** is shown in the figure below, and the volume of sound is mainly concentrated in the client, and the client accounts for 4814%, Weibo accounted for 2039%, *1499%, and no more than 10% of other information**.
In terms of volume hot words, the hot word cloud chart is shown below, among which words such as "** chain", "response", "consumer", "loss", "cost", "abnormal", "* business", "return" and "* high" rank high.
In terms of hot searches, the hot searches related to the Metersbonwe incident totaled 944680,000, 6 times on the list, 3 platforms on the list, lasting 161 hours.
The data of this article**: Meihua data public opinion monitoring team collated and collected.