It's only been a month and a half since the end of the Olympics, and the people haven't forgotten it.

And Liu Xiang is indeed a special situation, after coming back, he held a press conference on retirement, and then he didn't show up, disappeared from the media's sight without a trace, and the people were very curious about him.

"Yo, Liu Xiang has finally come out, look at it, what is he busy with in the deep mountains and old forests? Planting trees, or raising fish and pigs? It can't be digging bamboo shoots to make money, right?"

Seeing this kind of title, countless netizens immediately clicked into the news to find out.

Traditional print media such as "Huaxia Youth Daily" and "Oriental Sports Daily" also published this news.

On the subway, bus stops, the staff on duty in the unit, and the ordinary people who still retain the old habit of reading newspapers, also showed a knowing smile and continued to read the news text.

It turned out to be poverty alleviation?

Sports popularization?

Helping children in underprivileged areas?

Most of the people who watched the excitement were surprised.

Liu Xiang, who has just won the Olympic championship, can obviously take the opportunity to make a big profit and earn tens of millions of advertising expenses, but he chooses to do charity and poverty alleviation in the deep mountains and old forests in a low-key manner?

In the photo, you can see how happy Liu Xiang is smiling, how happy the children are smiling, and the photos of eating buns can make people feel deeply touched.

Seeing the lines of sensational text descriptions, as well as the data that the reporter went to the school sponsored by Liu Xiang to inquire about, the people who were originally just watching the lively melon-eating crowd all became serious, serious, and their attitudes became solemn.

A well-known sports star, leading by example, traveled for 35 days, helped schools in 24 poor areas, more than 1,000 children, and sponsored a total of about 1 million yuan.

Money is a trivial matter, anyone will donate, people in the city are not short of those few money, move your fingers, mobile phone Alipay can make charitable donations.

But it's a big thing to do it yourself, let alone a celebrity, it's not easy to do all this silently.

If it weren't for the inadvertent discovery of this group of travelers, no one might know about Liu Xiang's charity and poverty alleviation, a bit like Gu Tsai on Hong Kong Island, most of the salary is used to build a primary school, but it has never been publicized to the media.

If you are a star in the entertainment industry, it is likely that from the first day, you will be eager to make it known to the whole world, and all kinds of posed shots will dominate the screen media.

Netizens were particularly moved and left messages in Tencent's special feature.

"I don't know what to say, my chest is a little blocked, I just want to give a thumbs up. ”

"Let's open a donation channel, I also want to donate some money to buy a pig for the children and improve their lives. ”

"Poor, I can't afford to sponsor a pig, so I sponsor a chicken (8), and I can lay an egg every day, and multiple tomato scrambled eggs are also meat dishes. ”

"Alas, Liu Xiang is not easy, he has been questioned for so many years, how much pressure he has been carrying, and it is difficult to get to this point. ”

"It's really touching that he is doing charity and poverty alleviation alone. ”

Netizens have a better and better impression of Liu Xiang, and they still think that Liu Xiang is fighting alone.

Because a keyword such as "Nike" has not been mentioned in the news, there is no Nike logo in the photo at all, and this story is purely from the perspective of a group of travelers, which is the most simple, objective and true portrayal.

"Huaxia Youth Daily" specially praised Liu Xiang's behavior in the editor-in-chief's statement.

Editor's note of "Oriental Sports", the editor-in-chief of the newspaper personally writes the commentary.

Sina Sports column, the headline is this news, as well as related interviews.

Tencent not only made a special report, posted dozens of pictures, but also held a donation of "With Liu Xiang into the mountainous area", allowing netizens to like and support with Q coins, and Tencent will give an equal amount of money.

Moreover, it is emphasized that it is real money, not an equal amount of donations, and for the poor, 1,000 yuan and 1,000 yuan worth of extracurricular tutoring materials for primary school students are completely different concepts.

When the Internet, the media, all praised Liu Xiang, and the whole network was discussing, Nike's headquarters in Greater China finally found that something was wrong.

They......

Looks like you've been tricked?

Is this making a wedding dress for someone else?

Liu Xiang was packaged as a hero by the public opinion media, a real philanthropist, and it has nothing to do with Nike at all, what does Nike, which has contributed money and efforts, think?

Although it is a disgusting plan, Nike has also come up with some real money, which does not show its face and does not mention its name...... Hey, it's good that they're taking Liu Xiang in action!

However, in this era, whoever controls public opinion is the strongest, and the mouth cannon is also the strongest, and it is too common for the weak to be played.

William, the president of Nike Greater China, held a meeting, and the people below couldn't give too good advice.

The head of the public relations department said: "We have contacted Tencent to state Nike's position on this matter and the contribution we have made, but the other party said that it needs to be investigated and verified." ”

William was stunned: "Investigation and verification, isn't what we did the truth?"

The person in charge had a headache: "It's the truth, but they don't believe what we say, and they believe the reporters they sent out themselves." ”

"We sponsored dozens of school institutions last month, wouldn't it be clear with a casual phone call?"

"That's the reason, I also brought it up, and I also told them the contact information of those school institutions, but they still insisted on investigating and verifying, on the grounds that it was to ensure the accuracy of the news. ”

"Shet!"

The people in the conference room were depressed.

It's ironic to ensure the accuracy of the news.

This is a typical Chinese-style procrastination, the initiative is in the hands of Tencent, the ghost knows when to come to a conclusion, it is obviously a matter of a few phone calls, they just don't admit it, just drag it on.

William asked: "Aside from Tencent, what about other media partners with whom we have a good relationship? Why don't they speak for us when we spend so much money on advertising every year?"

The person in charge of public relations was embarrassed: "This matter is very strange, the domestic mainstream media seem to have a unified voice, they are all perfunctory to us, and they all said that they want to verify." ”

"Shouldn't the news broadcast the facts?"

"The truth is this, but the news ...... It is also possible that some information has been missed, and it is clear that we are the forgotten ones this time. ”

The head of the public relations department is a local executive in China, who knows too well what domestic public opinion is doing, and he also knows that these foreign high-level executives can't understand the domestic model, but he can't say it very bluntly, and it is easy to attract a crab in the river if he says it too bluntly.

William, after repeated hints, finally figured it out.

His face was cloudy, and his face was a little hideous at first, but as he listened slowly, his expression gradually became cold, disdainful, and finally regretful.

How bad is the environment?

What to do?

If you want to control public opinion, the price to pay is quite large, and you have to take a lot of favors, which Nike cannot afford.

It's impossible to admit it like this, even if they bet on Nike's dignity, they have to fight once.

Someone tried to ask: "Can we give a little more money to let mainstream media such as Sina and Tiger Servant, or sports commentators, well-known big Vs, marketing accounts and other self-media help us speak?"

Another sum of money?

What's more, Nike has paid hundreds of thousands of dollars for charity poverty alleviation, and no one has reported it, so it has to pay extra money for media coverage?

was obviously going to be used to disgust Liu Xiang, but Nike himself was disgusted, and Liu Xiang became low-key to fulfill Liu Xiang, and he paid for it but his name was not even mentioned.

Phew.

The team that helped Liu Xiang was really shameless.

But no one has any evidence, saying that X-Sports helped Liu Xiang operate.

Nike's group of executives could only look at each other, anxious, everyone was like eating a big lump of shi, suffocating uncomfortable, or the kind full of dry goods, and a big lump blocked in the throat was even more uncomfortable.

The manager finally said: "We have more detailed photos in our hands, as well as payment documents and copies of receipts, and I want to find self-media who are willing to cooperate and let them speak for us." ”

William said coldly: "It's better like this, I don't believe that someone can cover the sky with one hand." ”

Soon, several little-known Weibo accounts in the sports world made a noise, pasted photos of Nike and Liu Xiang's poverty alleviation, as well as various receipts, and began to advocate Nike's public welfare spirit.

"Nike's national public welfare poverty alleviation campaign has been carried out for the 38th day, and Nike image spokesperson Liu Xiang has walked schools in 25 poverty-stricken areas......"

"Nike donated 345,000 worth of stationery, footballs, basketballs, sneakers and other sporting goods, as well as a large amount of cash ......"

"Nike and Liu Xiang want to spread the Olympic spirit to every corner of the motherland......"

The touting of many red fruit fruits is very direct, without embellishment and concealment.

These Weibo celebrities are still a little influential, and gradually some small self-media began to loosen their mouths and slowly report Nike's credit in this.

However, Tencent and other mainstream media still have not changed their attitudes, and are researching, investigating, and verifying every day.

Seeing the feedback on the Internet, it was all positive and positive, and CEO William's mood finally improved.

"The water in Greater China is really not ordinarily deep. ”

William stood by the window and smoked a cigarette, and the air purification system expelled all the smoke, as if a layer of fog drifted in front of him and was blown away.

Hmph, even if you control most of the media media, no one can cover the sky with one hand......

William thought to himself, and just after taking the last bite, the intercom on the table rang.

"William, something is wrong. ”

The head of the public relations department said urgently: "All the media channels we contacted before have received administrative orders from higher authorities to delete or revoke all news related to this poverty alleviation. ”

William's mind was buzzing instantly, and he asked anxiously, "What's going on, why is there an executive order?"

Liu Xiang is now the leader of the Tianguan Center, and he is a relatively sensitive public servant, and the above order is not allowed to be linked to economic groups, and public servants cannot act as image spokespersons for social enterprises. ”

“……”

William was stunned, Liu Xiang became an official person?

Why can't you be an image spokesperson? Isn't this a breach of contract?

The person in charge explained: "The contract we signed with Liu Xiang is still valid, but in the external public opinion news, the above requirements cannot be linked to Liu Xiang's behavior and our Nike business activities, so many self-media have deleted." ”

William was shocked: "And this rule? The deputy mayor visited our Nike training camp, and the vice chairman and we jointly sponsored children in poor areas, why can't Liu Xiang be on the news?"

"Not very clear, probably ...... It's a different standard for local and certain departments. ”

"Shet! This is definitely against us Nike!"

William is really annoying, Huaxia is really a magical place, can public servants be on the news, and there are different standards?

No one on the Internet spoke for Nike anymore.

On the contrary, Liu Xiang's poverty alleviation has become known throughout the country from no one knows.

Yao Foundation immediately joined in, and after Yao Ming retired, he also became a small leader of the basketball management center, and publicly stated that he would work with Liu Xiang to do charity poverty alleviation.

X-Sports followed suit and allocated 10,000 pairs of small-sized sneakers, plus stationery and other property, to distribute them from school to school, with a total investment of several million.

That's not right.

That's not right.

In the next few days, William saw news from all walks of life, why did X-Sports appear in the news?

Why can't they Nike?

William was so angry that he really vomited blood.

He just said a few days ago that no one can cover the sky with one hand, and he was immediately slapped in the face, which shows that some people can really do whatever they want, rub him round if they want, and pinch him if they want to flatten it.

Nike is also the world's No. 1 sports company, and it still has influence in the Greater China region, and it has accumulated a lot of contacts over the years.

Who knows, after many inquiries from the company's top management, many connections are persuading.

"You Nike may have offended the big guys this time, so admit defeat. ”

"Don't question the orders of the higher-ups, you can't fight against them. ”

"X-Sports? Are you suspicious of it? Do you have evidence? You can't just talk about it without evidence, be careful that they sue you for defamation, send a lawyer. ”

"Even if Yao Ming and Liu Xiang retire, they are the most influential athletes in China, and now they are the most influential sports officials. ”

"Don't ask, just accept your fate. ”

Countless people are trying to persuade Nike not to be impulsive and not to act against the authorities.

Everyone seems to care, but in fact they despise or even avoid it, lest they have anything to do with Nike.

The human favor and relationship network in the past are now faint and broken.

It's so real that it causes discomfort.

For a while, Nike's public relations department was depressed to find that there were not many people in China who were willing to speak for them and fight for their interests.

The public relations department was frustrated in public opinion, and this is still a small matter.

If there is a problem with the business channel, this is a major event that hurts the vitality!

Perhaps it was discovered that the wind direction had changed, Nike's reputation was getting worse and worse, and the distribution network in Huaxia was a little shaken.

Nike has several cooperative companies in China, in October every year, dealers as usual to declare the first quarter of 2013 order budget, Nike marketing department to the national dealers to divide the task, the two sides discuss together, and then determine an accurate amount.

However, this year, the distribution tasks set by the Nike marketing department in Greater China were 1.5% more than the previous quarter, but unfortunately after the following distribution network was summarized, it was 3.5% lower than the previous quarter.

This 5% gap means that Nike's top management is full of confidence, while the dealers below are seriously underconfident and are less willing to sell Nike products.

The house leak happened to rain overnight, and the ship was late and encountered a head wind.

Nike, who is worried about external and internal troubles, was stunned by this set of combination punches!