冲上 5A 景区、硬扛 TNT 炸药，车圈营销是时候降温了

Core Viewpoint - The recent marketing attempts by Chery, particularly the challenge involving the Fengyun X3L at Tianmen Mountain, highlight the growing anxiety within the automotive industry regarding marketing strategies and brand image, leading to risky and poorly executed public events [5][14][28] Group 1: Incident Overview - On November 12, Chery's Fengyun X3L attempted to climb the 999-step Tianmen Mountain but slid down, breaking the safety railing, which drew significant attention [3][5] - Chery quickly issued an apology, attributing the incident to a safety device malfunction, specifically the unexpected detachment of a safety harness [5][10] Group 2: Marketing Strategy Analysis - The incident reflects a broader trend of marketing anxiety in the automotive sector, where brands are pushing boundaries in an attempt to create viral moments [5][14] - Chery's attempt to replicate Land Rover's successful Tianmen Mountain challenge from 2018 resulted in a stark contrast, as the Fengyun X3L's failure led to negative comparisons [9][28] Group 3: Public Perception and Brand Image - The apology issued by Chery was seen as insufficient, raising questions about the professionalism of the team involved in such a high-stakes public challenge [11][12] - The event's failure not only damaged Chery's brand image but also highlighted the potential public dissatisfaction with the use of public resources for marketing stunts [15][28] Group 4: Comparison with Other Marketing Events - Chery's recent marketing efforts, including a separate event involving the Jietu brand's "military standard test," illustrate a trend of extreme marketing tactics that may not align with consumer expectations [20][28] - Successful event marketing, as seen with brands like Red Bull, relies on a consistent brand narrative and genuine consumer engagement, which Chery's recent efforts lack [26][28]