Not willing to become crazy! Chery's water army marketing will only destroy the Great Wall.

The internal mail of Chery Automobile was exposed, and the executives took "Saturday is a normal working day for strugglers" as the core, and asked employees to work overtime on Saturday, and asked two staff members to find ways to "avoid legal risks" in the mail.

Because forcing employees to work overtime is a violation of the labor law, after the incident was exposed, it caused a heated discussion among netizens. The comments are basically one-sided and do not support Chery's request for employees to work overtime. After the incident was fermented, Chery executives responded to the media interview, saying that they wanted to "treat it coldly", but did not explain the statement of "avoiding legal risks", accusing them of hype from the media.

After the response, there is no following.

Since the publication of the article about the email of Chery executives, this ID has encountered an organized network storm that has been marketing the personal network account of Chery Automobile, and the way is still the usual abuse and personal attack of Chery Water Army. The account content has been fed back to the platform, and the platform notice will be monitored and dealt with seriously after verification.

According to the staff's observation, the account has been banned, but the same name or similar account still appears, which is really disturbing.

Is this the way of "cold treatment"?

Where there is Chery, there are quarrels. How powerful is Chery's network water army? I think many car enthusiasts and practitioners have received it. However, it is still necessary to say here that cyber violence can't affect people with strong hearts.

Does Chery Automobile have a "network water army"? ! No car manufacturer will admit that they have a network water army. However, no car manufacturer dares to say that he absolutely doesn't, because any brand's related articles or videos will have accounts with obvious characteristics of the network water army in the comment area. Some brands call it fans, so it is difficult to define the network water army now. It's just that Chery fans are a little special. They openly admit that they are "water army", which means a network water army that is willing to work for enterprises and brands for free.

So there is the first question: whether paid or unpaid, objectively, the work of the network water army is the water army.

Moreover, it is obviously organized and planned to comment on the information of related brands or other brands that does not conform to the objective facts, and it can be done almost all the time, including normal working hours. It is not difficult to judge whether it is paid or unpaid here.

The daily work of the network water army is very simple, and the normal work is brand maintenance. To put it bluntly, it is to brush a comment that praises the brand in the relevant information; This is the normal work of online marketing companies, and it can be said that every brand will have it. Strictly speaking, this is just a "trust" behavior that does not violate laws and regulations. It is individual independent brands that do well in this respect, and their comments are often characterized by seemingly "hard-implanted" advertising words such as "a certain car is really good", "a certain brand has real potential" or "a certain technology is really advanced", which will at most become jokes of normal readers and will not cause trouble; However, some practices of the network water army have been frantically testing the legal bottom line, that is, demonizing other brands while maintaining brands.

Chery's so-called "water supply army" has always been keen to do such things, and it is not aimed at a certain brand, but at all brands except Chery Automobile; Referring to the pictures left by the following online messages, Great Wall Motor, Changan Automobile, Geely Automobile and BYD Automobile are not within the scope of their indiscriminate attacks, and some accounts that do not list Chery Automobile as a technological research and development achievement or a comprehensive level of a certain model will be personally attacked, including ordinary netizens.

Chery's water army marketing has reached an outrageous level. Some readers who really care about Chery Automobile once asked some car critics why they didn't talk about Chery Automobile. There are indeed many automobile practitioners who don't like to say Chery. The reason is that they can't afford to lose time with these network water forces, and most people know that offending a gentleman is better than offending a villain. However, when Chery network water army frequently slanders other independent brands to a serious extent, some people still have to stand up and tell objective facts; Speaking of this, some people may think that Chery's network water army is really that exaggerated? Let's take a look at Chery's denigration of Geely Raytheon hybrid technology. Some well-known Chery network water forces have long vilified Geely Raytheon Hybrid, saying that they imitate Chery's 3DHT Hybrid; Geely Automobile finally couldn't bear it any longer, announced the patent-related information, and stated that it would investigate the legal responsibility of the relevant network water army, and then temporarily stopped.

"Labeling" is the routine operation of Chery Network Water Army. If Chery's technology or a car is not good enough, it will be labeled as "leftist", "traitor" and "unpatriotic", which has appeared many times under our article; It seems that only by loving Chery can we love China brand and support the national automobile industry, which is politically correct! Many car critics have been vilified by these Chery network water forces.

However, BYD, Changan Automobile, Great Wall Motor and Geely Automobile are more qualified in terms of market share, R&D achievements, brand positioning and value. In terms of brand value, Hongqi Automobile is definitely the benchmark. At the same time, there are high-end new energy automobile brands such as Weilai, Ideality, Wenjie, Lan Tu, Fan Fei and Krypton, which help the whole China automobile to create a high-end impression.

Rational readers have also asked an interesting question: Does Chery have any commendable technology or vehicles? Of course there is. For example, the recently launched gateway traveler is good, with a good sense of vehicle design, and the main light off-road is also in line with the actual car needs of mainstream car users; However, the price has not been announced, and the price/performance ratio is not good.

And what should we praise it in terms of technology?

At present, there are only two types of direct injection engines in mass production: 1.6T and 2.0T. A few years ago, Chery Net Water Army was keen to talk about "thermal efficiency" because its old 1.5T engine had 37%, and now the 2.0t engine has 38%. The Otto cycle of Guangzhou Automobile Group Julang II 2.0T has a high standard of 40.23%. In Miller cycle or Atkinson cycle engines, BYD once exceeded 43%, and Geely's latest 1.5T inline four-cylinder hybrid engine exceeded 44%. Changan automobile used to have engines with higher thermal efficiency, but it was once defined as a "virtual standard" by Chery network water army. In its description, only the engine thermal efficiency of Chery Automobile is "real".

It is an objective fact that Chery has not mass-produced hybrid engines so far. Its plug-in hybrid vehicle still uses multi-point injection 1.5T, which was developed in cooperation with AVL Liszt.

Chery also has no self-developed gearbox, CVT has long been sold to Wan Li Yang, and this CVT and the previous 4AT are also the basis for the acquisition of DSI; At present, two sets of wet dual-clutch gearboxes used by Chery come from Getrag and SAIC respectively. At least the current mainstream models do not have the optional use of AT.

The motor of Sanpower System is a joint venture with An Chuan. The power battery depends on the supplier, and the core of electronic control also depends on the supplier.

There are still some lessons in vehicle design. Oumengda and Changan UNI-T seem a bit alike. Is Unbounded Pro a bit like AION Y, a new energy brand under Guangzhou Automobile Group, and QQ ice cream is also very similar to SAIC-GM-Wuling Hong Guang MINI?

What do you want to praise?

Is it because of sales?

Before 20 13, Chery won the sales champion of its own brand for nine consecutive years. At that time, he was in high spirits and was also a user of Chery. The early team included Tiggo, Big Cat and M7, which can be said to be loyal users of Chery. But now they are not the owners of Chery, because there is nothing in these cars except Tiggo 3. After 13, Chery produced many independent brands, such as Lin Huirui Qi, Yi Kai and Guanzhi. Now, except that Yi Kai and Yibin Pushi Group have become joint venture brands, the commercial vehicle brand Kerry has almost no sense of existence.

The performance of the new brand Jietu is quite satisfactory, and Xingtu is already an unpopular brand.

Sales are not high, but there are many brands and cars, but how many can give a good evaluation of quality? Before the blind spot of Tiggo 8 headlights, individual vehicle suspensions were deviated. Now the wind noise and abnormal sound of Ariza 8, let's solve these problems first. Chery Automobile's "water supply army", whether paid or unpaid, is objectively carrying out relatively bad network water army activities. If this continues, it will arouse the public anger of a group of automobile manufacturers sooner or later.

Editor: Tianhe Automobile-Automobile Science Island

Published by Tianhe MCN, all rights reserved.

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This article is from Tianhe Automobile Science Island, written by Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.