“不需要女用户” ？ vivo直播间陷言论争议官方致歉

Core Viewpoint - The incident involving inappropriate comments in vivo's live stream has raised significant consumer dissatisfaction, highlighting the importance of managing brand reputation and consumer perception, especially among female users who represent a substantial portion of the customer base [1][3]. Group 1: Incident Overview - A live stream on vivo's platform featured inappropriate comments suggesting that female users were not needed, which led to widespread backlash from consumers [1]. - vivo's customer service acknowledged the issue and stated that it would be reported to higher management for further action [1]. - On December 1, vivo issued a statement explaining that the surge in unrelated comments was 8.9 times higher than usual, and the offensive comments were mistakenly highlighted due to a mishap during a live broadcast [1]. Group 2: Brand Impact and User Demographics - Analysis indicates that women play a crucial role in smartphone purchasing decisions, and mishandling such comments could negatively impact vivo's brand reputation [3]. - According to Quest Mobile, female users account for 52.4% of vivo's customer base, making the comments in the live stream particularly contradictory to the company's core demographic [3]. Group 3: Historical Context and Sales Performance - In July, a previous incident involving a vivo executive dismissing user concerns as "childish behavior" also led to consumer dissatisfaction, resulting in an apology and a system update to address user demands [5]. - vivo is currently facing challenges with slowing sales growth, with third-quarter sales reported at 11.8 million units, down from 13 million units in the same period last year, reflecting a decline of 9% [5].