"It's an unequal battle."

This sentence is actually a business feature and review headline written by a special commentator in the year-end special issue of Sales & Marketing magazine.

The main idea of this article is: Polestar Electronics, which was established for half a year, has been relying on innovation and courage to show its strength, and it is not surprising that it has encountered a joint sniper from five or more big-name MP3 companies.

Fortunately, Polestar responded properly and decisively, and although it cost a lot of public relations expenses, it was not easy to hold on and even fight back.

The article concludes by pointing out that the battle between five established giants deliberately allied to snipe at a new company was unequal from the start.

Because it took a few days to publish, the article collected detailed information, interviewed many relevant people, and finally presented a length of 13,000 words, which brought good sales to this special issue.

Two years later, however, in a case class at Cheung Kong Graduate School of Business, 52-year-old Professor Xu Congnian quoted the title as the opening sentence of the special training session, but he gave a completely different explanation.

In the internal teaching plan of the business school that he personally wrote, this rare public relations battle was described as follows:

At the beginning of 2005, a classic public relations and public opinion offensive and defensive battle occurred in the MP3 market, which can probably be regarded as a starting point, a sign, and a milestone that opened the direction of public opinion communication in the new era.

Immediate announcements, evidence gathering, press conferences, and decisive legal action are all examples of Polestar's emphasis on traditional PR tools and practices. But these are just the basics, and they are not enough for the new company to withstand a deliberate concerted sniping attack from five or more companies in the same industry.

It really played a decisive role in this war without gunpowder. He is a big fan of Polestar Electronics!

We should note that by the end of January 2015 this PR war broke out. Although Polestar Electronics has only been around for half a year, they have been around since the release of the first MP3, the Polaris K1. It attaches great importance to the gathering and maintenance of fans, and its official forum has maintained a super high level of activity.

And when they are really needed, these fans burst out with infinite enthusiasm and combat effectiveness in an instant under the efficient organization!

They have a clear division of labor, a clear purpose, and a variety of means, and in the next few days, they have maintained the absolute public opinion advantage of Polestar in the media and on the Internet!

"Professor Xu, I have a question. ”

In this special training class, the president of a clothing company raised his hand, and then said: "In the past few years, there have been many small public relations companies that provide online public opinion services, hey." That's what we call a water army. This kind of fan dispatch doesn't seem to be much different from fighting a water army?"

"Mr. Huang asked this question well", Xu Congnian nodded, and found that many students had similar doubts, but this is also what he will focus on next.

"You all know the meaning of the water army, it is a deformed but logical and valuable network group after the Internet equalization movement in recent years, which is naturally a controllable "word of mouth" for our company. Its role in online marketing is immeasurable. But it is a double-edged sword, and if it is not used well, it will kill a thousand enemies and lose eight hundred.

"In fact, there is also this risk in fan management. It's just that benign and much more controllable. And the biggest difference between this is real efficiency and impact.

"The trolls are taking money to post and do things according to the money, although they may have more means and stronger combat effectiveness in a short time. But by their very nature, they do things as an attribute to complete tasks;

"And the loyal fans of a brand and a product can gather together, completely from the bottom of their hearts like and even love, under effective guidance, they also follow their hearts. As long as you carefully distinguish it, the authenticity, credibility and sincerity of the published content are much higher. And it has a long-term effect. ”

Seeing everyone nodding, Xu Congnian continued to summarize according to the textbook:

"Anyway. In the face of sudden public relations events, real-time and accurate operation of conventional public relations means is the foundation, and fan management in the Internet era is the core weapon, which should become a new way for our enterprises to deal with more complex competitive situations.

Two years ago, Polestar was the pioneer of this model.

It is precisely with this awareness and confidence that in this unique public relations battle, although Polestar Electronics is passive on the surface, the advantages of tactical thinking and new era fan weapons have always made it a victory.

"The millet rifle is against the machine cannon, so I have to say that this battle was not equal from the beginning. ”

……

That's of course an afterthought.

Well, although Polestar Electronics operates and organizes exactly according to this idea, even Xia Yu and Xu Bin, the two "initiators", did not expect that in this public relations war, the "star fans" would be so powerful.

According to the statistics of the marketing department, after nearly 18 hours of mobilization, the total number of fans who finally participated in this public relations battle exceeded 120,000!

Among them, the vast majority of them went to major forums and online communities after being clearly organized and divided, including the comment pages of online media and other public opinion positions, showing various top post speeches, and the latter means were also rich and diverse, making up jokes, drawing cartoons, and sticking jù pictures in an endless stream;

The other small part flocked to the hotlines of TV stations, radio stations and other columns to provide the real experience of using S1 in person;

And in the brick-and-mortar retail stores in more than two dozen cities, the scene is even more spectacular. In addition to the overwhelming support, some of them even pulled banners and armbands, and many of them pulled their relatives and colleagues to buy Polestar MP3s.

Of course, the battle came suddenly and ended quickly.

The marketing department, which has been through several battles, is quite sensitive, and Shun Teng dug up a lot of evidence, so by Sunday morning, as the official lawyer's letter from Polestar Electronics officially arrived in many media outlets, public relations companies and MP3 companies, the noise in the market suddenly stopped.

Xia Yu also played a cautious eye - the lawyer's letter deliberately omitted the Patriot and Samsung, of course, because they had the lightest handle.

But it's this little differentiation strategy. The improvised "Anti-Polar Star Alliance" was in turmoil.

Let Lee Jae-hoon contact and communicate one by one, but to no avail.

Actually, it comes down to it. I still didn't expect Polestar to be so confident and fight back so fiercely.

Especially the overwhelming fans who come here are much stronger than the water army they spent millions to hire. The products of these companies have been exposed to various problems in the past two days, but most of them are real, and it is difficult to respond for a while.

There are no small problems with electronic products!

Polestar Electronics dares to return 100% of the new machine or even a full refund, which they really can't learn from relying on layers of channel sales.

……

In a conference room of Polestar Electronics, which was temporarily labeled as a "United Front Room", Xia Yu and Polestar Electronics' marketing department were working together to summarize and make new arrangements for this public relations battle.

First of all, Luo Dong and Xu Bin have both developed in the past three consecutive days, and the latest developments have been introduced in detail. After Luo Dong said that the court had officially accepted three infringement lawsuits, the audience cheered.

"Mr. Xia, do you really want to fight a lawsuit next? Won't it be too troublesome? This is several companies. And the media!" Zheng Wei didn't have a little melancholy on his face at this time, after all, it was a big victory, but he was worried about the trouble and asked.

"Don't be afraid of trouble, follow the process! Of course, the strategy can be targeted, whether it is the media or the company, all pick the key points......

Xia Yucai will not compromise lightly, which company can be afraid of legal disputes?

Those tech giants are not carrying dozens of commercial dispute cases at the same time, so they will never dare to say hello to people!

Luo Dong also agrees with this decision: "In the future development of Polestar Electronics, this kind of thing is indispensable. If you are resolute this time, you will be able to save some trouble in the future. ”

Speaking of which. Another lawsuit of Polestar Electronics, the defamation infringement case with 7-Up Digital and Mingsheng Electronics, is still ongoing, and all kinds of evidence have been submitted, and the first-instance verdict will be made shortly after the beginning of the year. Of course, they wanted to mediate in court, but Polestar firmly disagreed.

As for another criminal case involving gangsters. Because the evidence provided by the three witnesses Tian Cheng, Li Minghui and Li De is more sufficient, it is Xia Yu who has already ended the preliminary trial while he is in Xiangnan Star City......

Among them, Sun Chenlong, the "big brother of the underworld," and six people involved in the case were sentenced to fixed-term imprisonment ranging from five to two years for the crimes of illegal detention and extortion. It's Gao Wenlong's side. Even if Zhang Hongsheng is angry, he doesn't want to do things too much. The final sentence was one year in prison with a one-and-a-half-year reprieve.

For this, Zhang Hongsheng also called Xia Yu twice to explain, and invited him to have a formal face-to-face interview.

This love is to be inherited!

He responded in one bite, even if Zhang Hongsheng's help this time was a little unexpectedly weird.

The atmosphere in the conference room was very warm, and then there was a more exciting work performance report, which is closely related to everyone's work performance and sense of honor!

One of the most important is the launch of the Polaris S1.

In the three days since its launch, despite the fierce storm of public opinion, the daily sales of the S1 in the mainland Chinese market have continued to rise, and yesterday it directly exceeded 4,000 units!

However, according to Luo Dong's specific analysis, nearly one-third of the sales came from employee year-end prize items purchased by small companies or certain departments, and actual consumer purchases were still affected.

However, this also reminds them that bulk procurement by large customers is an important source!

Although it is not very popular now, Xia Yu knows that the year-end lottery will become an indispensable holiday project for many companies in a few years, so he told the marketing department to make targeted efforts in marketing and channel distribution.

"The 27 countries and regions that launched overseas at the same time, because of the scattered channels, it is really difficult to count the sales figures, but according to preliminary estimates, the total sales volume should exceed 10,000 units on the first day......"

This is okay for a new brand, Xia Yu asked, "What about the specific distribution in various places?"

"Oh, the market in Europe and North America is average, and the markets in Hong Kong, Macao and the Gulf and South Korea and Japan are okay, but it is only the third day, and the specific trend needs to be further observed. ”

"Okay, we can cooperate with some third-party research and consulting companies in this regard, and you can also refer to the numbers and materials in the Gartner report. ”

It was almost one o'clock in the afternoon, and the summary and deployment meeting was coming to an end.

"Mr. Xia, then let's get here for today's meeting first?" After assigning the new task, Luo Dong asked for instructions.

"Okay, let's go have lunch! If you are okay in the afternoon, you can go home early! Everyone has worked hard for a while, go back and wait to get the red envelope!"

It's overtime on weekends again, and these employees in the marketing department are also hard enough, and Xia Yu's absolute year-end bonus can be slightly improved.

"Even ya!"

"Long live Mr. Xia!"

Seeing more than twenty excited hungry wolves rushing out, Zheng frowned slightly, and then leaned over and asked, "Do you want to have some dinner with us?"

"No, I made an appointment with Yang Chunsheng, and he is still waiting for me. Well, it's time for Polestar to start a new journey. ”

After returning from his trip to the United States, Xia Yu knew that if he wanted to keep up with the rhythm, the mobile phone market would really start accumulating immediately.

What a big and interesting space it was, and he couldn't wait!(To be continued......

PS: The first chapter arrives! Today, we are still striving for three more, quality and quantity, and continue to ask for support!