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中国汽车水军简史
Hu Xiu· 2025-09-01 06:03
Core Viewpoint - The evolution of "water armies" in the Chinese automotive industry reflects a shift from grassroots, informal practices to a highly organized and capitalized industry that manipulates public opinion and market perceptions through various means [1][9][14]. Group 1: Historical Context - The early 2000s saw the emergence of automotive vertical media and the initial formation of water armies, which were primarily informal and volunteer-based [2][5]. - During this period, automotive companies engaged in basic online reputation management, often resorting to creating multiple accounts to influence discussions on forums [3][4]. - The lack of structured water army operations led to a rudimentary form of public relations, where companies would incentivize positive posts through promotions [3][4]. Group 2: Transformation with Social Media - The introduction of Weibo in 2009-2010 revolutionized the media landscape, allowing for rapid dissemination of information and the rise of organized water armies [6][8]. - Water army operations became more sophisticated, with companies employing professional services to manage online narratives, including crisis management and targeted campaigns against competitors [7][9]. - The demand for online reputation management surged, with significant budget increases for social media engagement, reflecting a shift from traditional media to digital platforms [8][9]. Group 3: New Dynamics with New Energy Vehicles - The rise of new energy vehicles introduced new challenges and opportunities for water armies, as the market became more competitive and standards less clear [10][12]. - Water armies transitioned from defensive strategies to offensive tactics, targeting competitors and manipulating public perception to influence market dynamics [11][12]. - The introduction of advanced technologies, such as automated content generation, allowed water armies to enhance their effectiveness in shaping narratives [12][15]. Group 4: Current Trends and Future Implications - The current landscape sees a demand for water armies to create a façade of community engagement and user satisfaction, often blurring the lines between reality and fabricated narratives [14][15]. - The use of AI in water army operations has increased efficiency and scale, allowing for the creation of highly personalized and engaging content that can mislead consumers [15][16]. - The overall decline in marketing quality and authenticity within the automotive industry is attributed to the reliance on water armies, leading to a disconnect from genuine consumer engagement [16][17].
理想汽车2025年“水逆” 是“车错”还是“人祸”?
Xi Niu Cai Jing· 2025-08-25 10:03
Core Viewpoint - Li Auto, once seen as a promising new force in the automotive industry, is now facing multiple crises including plummeting sales, negative public relations, and product issues, leading to a significant decline in market confidence [2][3][5]. Sales Performance - Li Auto revised its annual sales target from 700,000 to 640,000 units, with a year-to-date sales of 234,669 vehicles, reflecting a year-on-year decline of 2.21% [2]. - In July, the company sold 30,731 vehicles, marking a nearly 40% year-on-year drop, which pushed it out of the top three in new energy vehicle sales [2]. - The current completion rate for the revised sales target stands at 36.7%, necessitating an average monthly delivery of over 68,000 vehicles in the second half of the year to meet the goal [2]. Product Issues - The newly launched flagship SUV, Li i8, has faced criticism for high pricing and inadequate features, with approximately 66% of surveyed users deeming its price excessive [3]. - Following its launch, the i8 saw a disappointing conversion rate of only 10% from initial orders, significantly below expectations [3]. - In response to market feedback, Li Auto quickly adjusted the i8's pricing and configuration, consolidating its offerings to a single Max version and reducing the price from 349,800 to 339,800 yuan [3]. Competitive Landscape - The launch of the Lado L90, priced between 265,800 and 299,800 yuan, poses a direct threat to the i8, especially with its battery-as-a-service (BaaS) option lowering the starting price to 179,800 yuan [4]. - The competitive dynamics are further complicated by public exchanges between executives of Li Auto and Lado, indicating a growing rivalry in the market [4]. Public Relations Crisis - A controversial crash test video showcasing the i8's safety features led to significant backlash, with critics arguing that the test was misleading and not representative of real-world conditions [5][6]. - The incident attracted negative media attention, including a critical article from a prominent publication and a segment on CCTV2, which further damaged Li Auto's brand image [5][6]. - Concurrently, Li Auto faced a wave of negative online content, suggesting organized efforts to undermine its reputation, with evidence of paid individuals spreading disparaging remarks about Li Auto owners [6][7]. Industry Context - The situation highlights the prevalence of malicious competitive tactics within the automotive industry, where companies may resort to discrediting rivals through orchestrated negative campaigns [8]. - The challenges faced by Li Auto serve as a cautionary tale for future product launches, emphasizing the need for careful pricing strategies and effective marketing to avoid similar pitfalls [8][9].
警惕舆论暗战:谁在狙击向上生长的中国企业?
Zhong Jin Zai Xian· 2025-08-04 09:05
Core Viewpoint - BYD has recently faced two public relations crises that appear to be orchestrated, highlighting the manipulation of public opinion against the company [1][2]. Group 1: Recent Events - On July 10, BYD announced a partnership with the youth training organization "China Football Young Players," planning to invest in youth player development over the next five years, which was misrepresented as "huge sponsorship for the national team" [1]. - Following this, a campaign to "boycott national team sponsors" gained traction on social media, with hundreds of accounts using similar language to confuse "support for youth training" with "sponsoring the senior national team," inciting negative public sentiment towards BYD [1]. - On July 24, a video of a BYD vehicle allegedly "losing control" at Chengdu Tianfu Airport spread widely, labeled as "brake failure," coinciding with the launch event of BYD's Sea Lion 06, suggesting an attempt to divert public attention [1]. Group 2: Black Public Relations Tactics - The incidents reflect a typical "black PR" operation, with regional media amplifying the narrative and using inflammatory language, while marketing accounts collaborated to rapidly escalate the topic's visibility [2]. - The spread of misinformation through short video platforms, where sensational content is favored by algorithms, has made it difficult for the truth to gain traction, as BYD's rebuttals were quickly overshadowed [2]. Group 3: Industry Context - The transformation and upgrading of the Chinese automotive industry rely on companies like BYD that are willing to innovate and take responsibility, impacting not only their growth but also the transition from "Made in China" to "Created in China" [3]. - Supporting BYD is fundamentally about safeguarding the courage of Chinese enterprises to innovate and the hope for industrial upgrades, emphasizing the need for rational participation from netizens and a societal consensus against malicious manipulation of public opinion [3].
为什么埋头做事的人,反而成了被瞄准的靶心
Zhong Jin Zai Xian· 2025-07-30 07:07
Core Viewpoint - BYD has faced two significant malicious public opinion storms, highlighting the unjust treatment and challenges the company endures in the face of targeted attacks [1][2]. Group 1: Sponsorship Controversy - BYD's sponsorship of a youth football training program was misrepresented as merely supporting the men's national team, leading to a surge of negative comments on social media, with thousands of posts calling for a boycott of the company within 48 hours [1][2]. - The backlash was fueled by organized efforts, with a noticeable presence of coordinated messaging and the use of derogatory terms like "boycott" proliferating across various platforms [2]. Group 2: Chengdu Tianfu Airport Incident - A short video related to an incident at Chengdu Tianfu Airport sparked a wave of negative sentiment, with misleading narratives suggesting product failure rather than driver error, which misled public perception [1][2]. - The timing of this incident coincided with BYD's product launch, suggesting a deliberate attempt to divert attention from the company's achievements [2]. Group 3: Impact of Malicious Marketing - The spread of negative narratives was characterized by organized and strategic planning, with regional media amplifying the stories without verification, leading to a loss of BYD's narrative control [2]. - The complexity of the current online environment allows malicious entities to exploit public sentiment, resulting in significant damage to BYD's brand perception [2]. Group 4: BYD's Commitment and Innovation - Despite facing these challenges, BYD continues to innovate and invest heavily in research and development, striving to advance the electric vehicle industry and promote Chinese culture [3]. - The company has made significant contributions to the industry, including the establishment of a vertical supply chain and various sponsorships, demonstrating its commitment to technological equity and industry progress [3].
蔚来,严正声明
证券时报· 2025-07-19 14:55
Core Viewpoint - NIO has issued a statement addressing malicious rumors and false information targeting the company and its employees, emphasizing the need for legal action against such defamation [1][3][4]. Group 1: Company Response to Rumors - NIO's legal department has noted that recent online accusations, including claims of employee involvement in black public relations and hiring trolls, are unfounded and defamatory [1][3]. - The company has reported that a circulated screenshot alleging virtual currency transaction details is fabricated and generated by AI [4]. - NIO has filed a report with law enforcement to pursue legal action against those spreading false information, aiming to protect the rights of the company and its employees [4]. Group 2: Industry Context and Measures - The Chinese electric vehicle industry is currently undergoing a critical phase of high-quality development, with increasing concerns over the prevalence of online trolls and black public relations [4]. - A recent meeting by the Ministry of Industry and Information Technology, the National Development and Reform Commission, and the State Administration for Market Regulation addressed the need to regulate competition in the electric vehicle sector, highlighting the issues of black public relations [4]. - NIO has implemented a "one-click reporting" feature in its app to combat black public relations and trolls, allowing users to report suspected malicious activities [5][6]. Group 3: Competitive Actions by Other Companies - BYD has increased its reward for reporting black public relations from a range of 50,000 to 1 million yuan to a new range of 50,000 to 5 million yuan, effective until the end of 2023 [7]. - Earlier this year, BYD rewarded whistleblowers with amounts ranging from 10,000 to 1 million yuan for providing evidence against black public relations [8].
抖音副总裁回应遭遇“黑公关”:系某电商平台授意造谣攻击,下次要点名
Xin Lang Ke Ji· 2025-06-20 02:02
Core Points - Douyin accused a public relations company, "Xinzhi Bailue," of fabricating false information about certain home appliance companies engaging in illegal activities on a well-known e-commerce platform [1][5] - The investigation by public security authorities confirmed the wrongdoing, leading to administrative penalties for the involved personnel [6] - Douyin's Vice President, Li Liang, stated that "Xinzhi Bailue" was instructed by a large e-commerce platform to spread rumors against Douyin, highlighting the unethical practices of marketing accounts [1][4] Group 1 - The public relations company "Xinzhi Bailue" was found to have directed its employees to disseminate false information, which resulted in significant negative impact [1][6] - The accounts operated by "Xinzhi Bailue" primarily promote their clients positively while criticizing competitors, including Douyin, through misleading reports and rumors [1][3] - Li Liang emphasized the clever tactics used by the e-commerce platform to spread rumors, including using secondary accounts to initially post rumors and then deleting them to avoid accountability [1][4] Group 2 - The false information spread by "Xinzhi Bailue" not only targeted Douyin but also affected well-known companies like Gree, Midea, Hisense, and TCL, misleading public opinion and leading to media coverage [8][9] - The company has a history of being involved in similar defamation cases, having faced lawsuits from various enterprises for reputation infringement [9] - Douyin is committed to using legal means to protect its rights against such "black public relations" and unfair competition practices, urging collective efforts to combat rumors and foster a healthy online environment [9]
6.13犀牛财经晚报:5月新增人民币存款超2万亿元 谷子经济高速爆发诞生10余个千万单品
Xi Niu Cai Jing· 2025-06-13 10:43
Group 1 - In May, new RMB deposits exceeded 2 trillion, while new RMB loans were nearly 620 billion, indicating a disparity in growth between deposits and loans due to changes in financial institutions' asset diversification and financing structures [1] - The "Guzi economy" has rapidly exploded, with the Taotian toy industry achieving a market share of 70% during the first phase of the 618 shopping festival, significantly surpassing last year's performance [1] - Micron has confirmed the discontinuation of DDR4 production, with expectations of severe shortages in the coming quarters, particularly affecting the PC and data center sectors [1] Group 2 - The search volume for "LABUBU" on the Xianyu platform surged by 1000% month-over-month, indicating a strong demand for rental services of LABUBU figurines [2] - Multiple counterfeit LABUBU factories in Dongguan have ceased operations, likely due to increased copyright enforcement [2] - Minsheng Securities' chief strategist, Miao Yiling, has left the company, marking a significant change in the firm's research leadership [3] Group 3 - China Pacific Insurance reported a total premium income of 227.169 billion for its two subsidiaries in the first five months, with a year-on-year growth of 10.2% for life insurance [6] - Goldway plans to repurchase shares worth between 100 million to 150 million, with a maximum repurchase price set at 53 yuan per share [11] - Nanjing Julong intends to invest 130 million in a new production project for special materials, aiming for an annual output of 40,000 tons [10] Group 4 - A strategic research collaboration between Stone Pharmaceutical Group and AstraZeneca has been established, with potential earnings exceeding 5 billion from milestone payments and royalties [7] - The China Securities Regulatory Commission has approved the registration application for Jiangxi Aifenda's IPO on the Growth Enterprise Market [6] - Xizi Elevator has appointed Gao Feng as the new chairman following the passing of the previous chairman [4][5]
黑公关频繁造谣,网信办出手了!
Core Viewpoint - The central government has initiated a special action to address the rampant issue of malicious online rumors targeting companies, particularly in the automotive industry, highlighting the need for a cleaner online business environment [1][8]. Group 1: Rumors and Their Impact - The automotive industry has been plagued by absurd rumors, including claims of electric vehicles leaking oil and design flaws in gear shifts, which have no basis in reality [2][3]. - The spread of these rumors is exacerbated by the use of AI tools to create fake videos and interviews, misleading consumers and damaging brand reputations [3]. - Notable examples include false claims about vehicle safety and health risks, which have led to significant public concern and confusion [3]. Group 2: Corporate Responses - Companies are increasingly resorting to legal measures to combat malicious rumors and protect their reputations, with several firms establishing dedicated platforms for debunking false information [5][7]. - For instance, North Car Group launched a rumor-refuting center, while Xiaomi reported the arrest of individuals involved in organized online smear campaigns [5][7]. - The automotive sector is witnessing a rise in legal actions against black public relations tactics, indicating a shift towards more aggressive defense strategies [5][7]. Group 3: Industry Challenges and Solutions - The prevalence of black public relations is linked to intense competition within the automotive industry, where companies may choose to remain passive while others engage in smear tactics [9]. - The government has recognized the need to address this issue through comprehensive measures, including innovation, market regulation, and industry self-discipline [9][10]. - A collaborative approach involving companies, industry associations, platforms, and regulatory bodies is essential to restore a healthy competitive environment and mitigate the spread of harmful rumors [9][10]. Group 4: Government Initiatives - The recent notification from the Central Internet Information Office outlines specific actions to strengthen oversight and improve the management of online information related to businesses [8]. - Key requirements include enhancing organizational leadership, enforcing platform responsibilities, and optimizing complaint mechanisms to better manage and respond to misinformation [8].
质疑阿维塔12风阻造假,博主收到律师函后公开道歉
Feng Huang Wang· 2025-05-13 07:42
Core Viewpoint - The blogger "Zurich Beller" publicly apologized for questioning the authenticity of the wind resistance coefficient test results of the Avita 12, acknowledging inappropriate behavior and agreeing to post the apology for 30 days [1][3]. Group 1: Apology and Acknowledgment - The blogger admitted to making unfounded comparisons between the Avita 12's wind resistance coefficient and that of "20-year-old fuel vehicles," recognizing this as "not rigorous or scientific" [3]. - The blogger expressed regret for omitting key information that led to misunderstandings, specifically neglecting details provided by Avita during a live stream [3]. Group 2: Legal and Company Response - Avita's legal department issued a letter demanding the blogger to delete false statements made between May 2 and May 10, 2025, and to publicly apologize [3][4]. - Avita announced plans to increase rewards for reporting "black public relations" activities, offering up to 5 million RMB for verified leads [4]. Group 3: Testing and Results - Avita conducted a public wind tunnel test for the Avita 12, simulating six different conditions, with wind resistance coefficients ranging from 0.217 to 0.2973 [4]. - The company emphasized that technical parameters should be based on official releases, refuting the blogger's claims of a 0.28Cd wind resistance coefficient [4].
车企集体开炮 黑公关为何攻而不破?
Core Viewpoint - The automotive industry is intensifying efforts to combat black public relations (PR) and malicious online attacks, with several companies offering substantial rewards for information leading to the identification of perpetrators [4][7][10]. Group 1: Company Actions - Deep Blue Automotive has initiated a "defense fund" to collect evidence against malicious attacks, offering rewards up to 5 million yuan for verified information [4][5]. - Avita has reported receiving nearly 200 tips since launching its black PR whistleblower program, with rewards reaching up to 500,000 yuan for verified leads [5][6]. - Several companies, including Seres and NIO, have also announced similar initiatives, with rewards ranging from 10,000 to 500,000 yuan for information on black PR activities [6][8]. Group 2: Industry Trends - The prevalence of black PR in the automotive sector has been increasing, prompting companies to escalate their countermeasures [7][12]. - Historical context shows that companies like BYD have been actively fighting against black PR since 2021, with significant legal actions resulting in court rulings in their favor [7][8]. - The automotive industry is facing challenges from organized black PR campaigns that can severely impact sales and brand reputation, with some companies reporting losses in the billions due to these activities [11][12]. Group 3: Regulatory and Collaborative Efforts - The National Development and Reform Commission has called for a collective effort to address the chaos in the automotive industry, emphasizing the need for a healthy market environment [10][12]. - In 2023, the China Automotive Industry Association, along with 14 companies, launched an initiative to resist the use of online water armies for negative commentary [12]. - Recommendations from experts include strengthening law enforcement against black PR and establishing self-regulatory agreements among industry players to promote fair competition [12].