In the past two days, a video of "BMW treats Chinese and foreign tourists differently" has been on fire.
In the past few days, BMW MINI has never fallen off the hot search, and there has also been a disaster public relations incident:
"BMW security guards beat people", "BMW booth carried the anchor away" and "apologize for two public relations failures" ...
Originally, Ji Ge thought that BMW's public relations level was extremely poor.
Unexpectedly, there is still room for decline.
On April 22nd, according to the news from Nine Schools, the BMW MINI ice cream incident at the Shanghai Auto Show, which has been raging for two days, has been further developed. Some netizens wrote that ice cream is not allowed in all booths of Shanghai Auto Show.
Did BMW break the defense? It's true. It doesn't play by common sense.
The netizen said that he also asked the staff, and the other party said that it was because BMW protested this matter, so the organizer issued a request. Many tourists are a little disappointed.
The organizer responded that it was really not allowed to send ice cream, just because the BMW MINI incident brought trouble to the organizer.
If BMW had sent air, the people attending the auto show would have suffocated, right?
At this point, the organizer of BMW's public relations, this pig teammate, is to blame.
After the BMW ice cream incident, many brand car companies such as Tucki and Chery quickly followed suit.
How lovely Tucki is;
COSTA coffee from Dongfeng Citroen
Aiande Guangming ice cream
Brother Ji personally prefers to eat the crispy treasures of Meiyile. Unfortunately, there is no car company sponsorship.
During the Shanghai Auto Show, car companies gave free ice cream to the audience, which won a good impression and caused a great upsurge.
However, the operation of friends also makes the BMW MINI even more embarrassing.
What is more noteworthy is that due to the heat, the "ice cream" incident has been completely solved. Many people began to think about it for the heat. Some anchors deliberately threw ice cream into their mini-cars, falsely claiming that it was broken by others, and second-hand car dealers broadcast the mini-car glass live in the store.
At the same time, the Weibo caused a storm of public opinion, and BMW was even online.
The "BMW Ice Cream Incident" went to Twitter on the Internet and found that many foreigners were getting together to eat melons and condemning BMW's actions.
Some netizens said: "The BMW ice cream incident really reflects its ugliness."
"No matter what brand, this is definitely a mismanagement event. A good event organizer needs to give priority to ensuring their visitors and customers. "
"BMW needs to train its employees more responsibly."
"The Shanghai Auto Show prohibits BMW from consuming ice cream. What they really should do is to prohibit the audience from watching the performance. "
"China is BMW's biggest market, and China electric cars will beat them in a few years."
"Cheer for the people of China for doing the right thing. Gone are the days of contempt and discrimination against Asians! Asia is a supplier to the world, not a beggar. We don't ask for special treatment, only equality. "
This wave of BMW is self-destructive. You see, it's a shame to leave it at home.
However, some netizens think that an ice cream is not enough, such as:
"BMW's market value loss of $3 billion is equivalent to the sales of its 50,000 cars. This is enough for 654.38+04 billion China people to get a spoonful of ice cream for free. "
In any case, this incident has a great impact on BMW.
Now, I'm afraid half of BMW's board will be angry.
They didn't expect that after months of hard work for the auto show, they were destroyed on ice cream.
March 26th news: Qi Puce, chairman of BMW Group, said in a speech at the China Development Forum in Beijing that "cooperation creates prosperity, and decoupling will hurt both sides", and he opposed decoupling from China.
BMW Group has established the largest production layout in China and the largest R&D layout outside German, and continues to expand its investment in China.
Personally, Kigo welcomes enterprises from all over the world to do business in China, which is mutually beneficial. If you have business, everyone's wallets can be bulging together ~
Yangcheng Evening News reported in March 1 Sunday that since 20 10, BMW Brilliance has invested more than 94.5 billion yuan in China, creating more than 26,000 high-quality jobs.
Before the auto show, the frequency of BMW executives' visits to China increased, and even their Chinese level improved a lot.
Gao Le, CEO of BMW Group Greater China, delivered a short speech in slightly blunt pure Chinese. On the teleprompter, Germans can also understand Chinese Pinyin.
Even in order to show sincerity to the China market, BMW played an emotional card and said a slightly disgusting sentence: "Home is in China, not in my mouth, but in my heart."
However, as soon as this incident came out, on April 2 1 day, BMW's share price plummeted and its market value evaporated 163 billion yuan. Someone calculated that this is enough to buy 500 million ice creams.
This is still the most direct.
You know, in the first quarter of 2023, BMW Group delivered about 65,438+094,800 BMWs and mini-cars in the China market.
Among them, the sales volume of pure electric vehicles represented by i3 and iX3 in the first quarter was about 654.38+0.98 million, up 223.6% year-on-year.
In 2022, BMW's annual revenue was 1426 1 100 million euros, and its net profit attributable to its parents was17.94 million euros.
China will remain the largest automobile market for BMW in 2022.
In 2022, BMW delivered 793,500 cars in China, and the revenue from China increased by 65.3%, reaching 4 188 1 billion euros, equivalent to about 36,543,888+06.2 billion yuan!
But after this incident, BMW's sales in China will definitely be affected.
Conclusion this time, Ji ge also went to the Shanghai auto show, and the biggest regret was that he didn't get the ice cream sent by the exhibitors!
At this year's Shanghai Auto Show, it can be clearly felt that the number of foreigners is more than ever before. This shows that domestic cars can start to learn and learn from their foreign counterparts on an equal footing.
Trams are the general trend, and tankers are the end of the river. China's new energy swept the sky, almost eliminating fuel vehicles in Europe, America, Japan and South Korea. & lt/span
This article comes from the author's parity laboratory of Che Yi, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.