"Does a good car mean a good person?"

In the movie "There Are No Thieves in the World", Liu Tianwang's domineering lines attracted good-natured laughter from many movie theater audiences.

But after the laughter, many people began to ponder this sentence that sounded ridiculous but made some sense.

The most important thing is that when Liu Tianwang asked this sentence, he was driving a Zhonghua BMW car, so the BMW brand was innocently shot and was labeled as not a good person.

In addition, in an inland provincial capital in the northwest, an instant lottery event, a young man under the age of 18 scratched the grand prize, the prize was a brand-new Chinese BMW 3 Series sedan.

The event lasted for several days, selling 17 million instant lottery tickets, and four people won the first prize BMW sedan, and the young man was one of them, and the whole city was paraded around to publicize. Unexpectedly, when he claimed the prize two days later, he was notified that he had used a fake lottery ticket, so he was denied the qualification to receive the BMW car.

You must know that the Zhonghua BMW car, which costs nearly 400,000 yuan, can earn more than 300,000 yuan when it is sold after changing hands, which is the labor income of many people who have worked hard for 10 years.

The lottery ticket scratched from the lottery box at the scene was dropped, and the young man climbed on a high outdoor billboard in a fit of rage to protest, attracting the attention of reporters and media. In the end, the lottery case was revealed, and the contractor who undertook the instant lottery ticket failed to drop the bag in time due to a moment of negligence, and was drawn by a young man to win a BMW car. Later, I wanted to repay the debt, and bullied the young man by framing him, but I didn't expect the matter to be made big by reporters, and the judicial authorities immediately intervened in the investigation, and all the facts of the black box operation of the lottery contractor were exposed.

Of the four BMWs drawn on the spot, three of the winners were the contractor's "nursery", with the left hand out and the right hand in, and the lottery contractor put the BMW in his pocket. The other is the BMW among young people, and if the contractor does not play tricks on the bills, then this matter will not be known to the public.

But his excessive greed and cleverness cost him.

At this time, the public knew that they had always trusted the instant lottery lottery, there was such a serious insider operation, and the national public opinion was in an uproar, known as the "BMW Lottery case".

The reason why lottery tickets can attract people to buy is because there is a guarantee of national credibility behind them. The well-known "BMW Lottery case" not only discredited the instant lottery, but also affected the fairness of the national lottery. Eventually, a group of officials in the province who managed the lottery were dismissed, contractors and their men were arrested and imprisoned, and young people were reclaimed BMW cars.

The longer-term impact is that the National Lottery Management Center has taken back the right to operate local instant lottery tickets, and the wave of instant lottery tickets has subsided across the country, and there is no longer a scene of parade on the street after winning the jackpot.

And the BMW brand is also tied to the lottery scandal and is deeply affected by the negative impact.

Without waiting for the incident to subside, BMW was associated with the word "collision with people", and the words "BMW sedan collision" frequently appeared in the news in various places, making the BMW brand and "outbreak", "don't touch me", "unkind to the rich", and "morally degenerate...... and other negative noun bundling.

The reason why BMW has repeatedly become the protagonist of negative news is because in addition to Audi, the luxury brand that can be easily purchased by consumers on the market is China BMW. Thanks to the strength of China BMW in the domestic market, many people are reluctant to buy Audi, which has the image of an official car, and choose a more fashionable BMW sedan, while Mercedes-Benz has not yet been localized and cannot participate in it.

At a deeper level, China's economic development is too fast, the gap between the rich and the poor is too large, and many people project the hatred of the rich into emergencies, and BMW, as the luxury brand that the new wealthy class is most willing to buy, has naturally become the target of fire.

As a direct consequence, the monthly sales of BMW began to decline, and BMW, a luxury brand, suffered a serious reputational crisis in China.

China is a society of human affection and acquaintance. According to statistics, the vast majority of consumers will seek the opinions of relatives and friends and other acquaintances before buying a vehicle.

When a consumer who was about to buy a Zhonghua BMW sedan told a friend about his purchase intention, the following conversation occurred.

"You still dare to buy a BMW car! That XXX knows, he bought a BMW and said that he didn't dare to drive out in the near future. As soon as they meet, people will think of news reports about where the BMW owner has done something bad.

In particular, is driving a BMW a good person? It is even more a diaphragm person! In this situation, it is better to avoid the limelight and not hit the muzzle of the gun. ”

"Ahh ”

Thanks to the rapid spread of modern media, good things do not go out and bad things spread far and wide, and many consumers have given up on buying BMWs.

Zhonghua BMW, which has always been growing rapidly in the Chinese market, achieved a record sales of 31,000 units last year. Although this year has experienced a cold winter in the auto market, it should not be a problem to maintain the sales target of 25,000 units. Unexpectedly, due to the frequent negative news recently, monthly sales began to decline sharply, and the results compared with Audi are difficult to eye.

Han Hao has always been in charge of the big and small of the China BMW joint venture, he is in charge of the general direction, and the daily management is responsible for the German representative Paisen. Of course, it can also be understood that he focuses more on his own China Group, and does not interfere too much in the joint venture.

When BMW was facing a crisis of public opinion, Paisen's response was significantly slower, and although he claimed to be a "China expert", he still couldn't touch the threshold under China's complex national conditions.

BMW is just a car brand, but it has been given a second identity in China, becoming a representative of "being rich and unkind".

When Han Hao returned from Russia, the negative news about BMW was flying all over the sky and reached its highest point. This made him no longer able to sit idly by, and BMW's affairs have been out of the scope of the consumer market and have become a social hot event.

When a concept is repeatedly mentioned in the media, the public is more likely to pay attention to the probability of its occurrence. As a result, there has been an endless stream of negative news about BMW.

"We can't change the reality that has happened, but we can change the public's perception of it, and that's what crisis PR is all about. ”

Han Hao did not expect that the BMW brand, which has always been famous, actually encountered an unwarranted disaster in China and needed to reshape its brand image.

The Chung Hwa BMW joint venture has become a stable source of profits, and the amount is increasing year by year. You must know that FAW Audi is enough to feed the entire FAW Group, so China BMW will naturally be able to bring rich benefits to China Group in the future. BMW's negative news began to affect the share price of China Motor, as the assets of the China BMW joint venture were squeezed into the assessment of listed companies.

In order to get rid of BMW's negative image, Han Hao found Cheng Kai, and he rebuilt the brand awareness for BMW.

"To be honest, there is a good advantage that more and more people know about the BMW brand, at least the audience does not have to worry. As long as we turn the bad side into the good side, we can get twice the result with half the effort. ”

Regarding Han Hao's request, Cheng Kai said.

"It is often said that three generations of nobles come out, and cultural literacy needs to be accumulated and precipitated. China's society is developing so fast that many people's pockets bulge first, but their heads don't puff up to keep up, so there are many cognitive errors.

As a socially responsible car brand, BMW has the responsibility and obligation to guide brand buyers on the right path to a certain extent. ”

Cheng Kai is well aware of BMW's current situation, and he gave a preliminary answer.

Therefore, starting from only emphasizing "driving and handling pleasure", BMW China will further promote the theme concept of "The Way of Enterprising Elites".

"Explosive household" is a synonym for people who are rich and uneducated, so the first thing BMW has to do is to take off the hat of this explosive household and reposition it as the choice of social elites.

Elites with culture, taste and a sense of social responsibility are the real target group of BMW.

To this end, in the future, BMW will organize various cultural activities for car owners, increase training and education for them, and improve their cultural taste.

As for "being unkind to the rich" is another hated hat, BMW will organize car owners to carry out various public welfare activities in the future and donate to charity, education and public welfare undertakings. As for the BMW brand, it will also sponsor more social welfare activities to establish a good corporate image with a sense of social responsibility.

There is also a joking saying "don't touch me", which separates BMW from the general public, which is a very bad potential reminder for BMW that strives to enter ordinary families. Therefore, China BMW will further introduce models with lower prices, so as to get rid of the unattainable brand image, so that ordinary people can drive BMW after hard work.

"BMW is a horse first, then a BMW!"

Han Hao is very clear about BMW's positioning, deliberately raising the distance is what the Rolls-Royce luxury brand does, and BMW is just a luxury brand, and trying to drive a BMW one day should be a dream that many people can reach.

"It only takes a day to ruin a brand's image, but it takes a year or more to rebuild a brand's image. ”

After reformulating the brand building plan for China BMW, Cheng Kai sighed.

Soon, the first China BMW brand rebranding activity kicked off.

At a press conference held in Jiangzhou, Han Hao announced that he would organize BMW owners to raise funds for the Hope Project Primary School, and donate a Hope Primary School in the name of the company for every 5,000 BMW cars sold.

At the same time, car owners will also be organized to drive to the donated primary school from time to time to carry out volunteer services and warmth activities.

As soon as the news came out, it quickly received a warm response from Chinese BMW owners, who were riddled with negative news before, and now they finally have a chance to prove themselves. There are only a very small number of individuals who are rich and inhumane, and many more BMW owners are law-abiding and socially responsible enthusiasts, but they are demonized.

After such an operation, the monthly sales of Zhonghua BMW finally began to pick up, and the brand image has also been restored to a certain extent, and finally there is no need to worry that BMW will not sell.