Seeking: a classic case of public-private relations.

Looking at a business is like looking at a person. If you only look at financial statements, it's like looking at a photo. If you feel a business in real life, it's like looking at a sculpture. Full image, concave and convex. For example, Vanke, paying attention to its comprehensive performance, will get a comprehensive three-dimensional image. Especially in this earthquake, the handling of public relations crisis shows the sophisticated side of enterprises. The initial impression is that Vanke is a leading enterprise in the real estate industry. The so-called leading type means that Vanke is one step ahead of other enterprises in almost everything, and then causes other enterprises to follow suit. When others engaged in diversification, Vanke began to divest diversified business and specialize in real estate; When others focused on real estate, Vanke began to focus on housing; When others engaged in housing, Vanke began to explore refinement, factory and industrialization; When others say that house prices will not fall, Wang Shi reminds buyers to wait carefully because the quality of the house will be better in the future. Later, it took the lead in opening the prelude to price reduction. Vanke gives the impression that it is obviously the leader of the industry. How much is lead? Not necessarily, it may be just a step or two too early, but it determines its preconceived position. Wang Shi climbed to the top of the mountain when some real estate giants made careless remarks, which led to public criticism. Wang Shi seems to be very leisurely. In the final analysis, he laid the direction for Vanke, laid the team, laid the system, laid the culture, and matured, so he was naturally idle. What is surprising is Wang Shi's mistake in the Wenchuan earthquake. Because of an article on the blog, it caused an uproar. Wang Shi was very passive in the public opinion of "Wanyantang", but in hindsight, Vanke successfully handled this sudden public relations crisis and even turned bad things into good things. Faced with the criticism of public opinion, Wang Shi only said some words such as "Vanke's house has not fallen down", "We invited experts from Tsinghua to see it", "Building the house well is Vanke's greatest responsibility to society" and "We are providing disaster relief in the disaster area", which seemed very pale. But as time goes by, after the dust settles, who do we find to be the loser? Of course, the public won, Wang Shi apologized, and Vanke added a donation. But did Wang Shi lose? No, either. Because Wang Shi's repeated explanation that "Vanke's house didn't fall, I asked Tsinghua experts to see it" has been deeply rooted in people's hearts. Telling a joke is almost equivalent to "only accepting melatonin as a gift"! Afterwards, even those who scold Wang Shi will buy Vanke when they buy a house, because "Vanke's house has not fallen"! For investors, Wang Shi is the gatekeeper of shareholders' interests. What he did was in line with the company law and the articles of association of listed companies, and there was nothing wrong with following the procedure. For the public, I scolded Wang Shi, but I can't say that Wang Shi is a bad person, because he has been busy at the front line of the earthquake; For consumers, "Vanke's house didn't fall, so I invited experts from Tsinghua to see it". Although an unintentional remark caused an uproar, it was able to follow the trend and made a big advertisement without spending money. It is a very successful public relations case, which can almost be written into MBA textbooks. Imagine that advertisements on TV can also be avoided by remote control, but Vanke's advertisements are watched by everyone, and they have to be posted, debated and spread after reading them. What kind of advertising has such strength? Can attract so many eyeballs? Can shock people so strongly? Can stay in people's memory for a long time. Having said that, I think this is definitely not a stunt played by Vanke, because once this kind of thing is planned, it is fake and watered. No one dares to play this kind of risk. Wang Shi certainly didn't expect a blog post to cause such a big storm. However, in the face of the handling of the public relations crisis, Vanke is sophisticated, turning the crisis into an opportunity and taking root in people's hearts that "Vanke's house has not fallen." Even if Wang Shi is involved, there is nothing to lose, because we have seen a real Wang Shi, a layman, not noble, but with secular integrity, rules and honesty, not a god, but a shrewd businessman. Speaking of shrewdness, isn't the advertisement of China Mobile equal to that of Vanke? After all, Wang Shi is not a loser. The biggest winner is the whole society. The biggest advantage of this debate is that it has aroused the whole society's thinking about charity, procedure, citizens, corporate social responsibility and enterprise system. After all, there is nothing wrong with Wang Shi's idea. Charity depends on procedures and systems (as can be seen from the Alashan project he participated in), but the timing of speaking at that time was somewhat inappropriate. After the incident, this profound thinking will make the future charity and corporate responsibility more mature. A successful case of public-private relations, a mature enterprise, a mature and slightly green entrepreneur, and a debate conducive to the long-term development of society are a great thing.