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April Fool's Day has not yet arrived, and the company’s products have not been found through search engines on several major e-commerce platforms. Many people know the reason for
. The starting point is that H&M’s official website announced that it will no longer cooperate with Xinjiang Garment Factory. After the incident has been continuously amplified by the Internet and related games, I don’t know how H&M will respond in the future. There is a loss that is inevitable.
According to media information, H&M’s sales in China in 2020 will be about RMB 7.4 billion. China is the fourth largest market for this brand in the world, but the old adage of not forgetting to dig wells is not suitable for this company. China’s harm, and even the statement issued, played a word game.
However, H&M may not have thought that although some rules are not perfect in the business world, China in the Internet age has silently formed its own set of rules.
is responsible for expressing and taking responsibility for profit, and the red line is that national sentiment should not be trampled on.
01
Compare the context of the H&M incident and the statement released afterwards. All the mistakes have been made over and over, and the consequences and subsequent follow-ups. It is estimated that the problem is very serious. Tasted it.
H&M doesn’t know, but Chinese celebrities already know this. Because
pulled out the radish and brought out the mud, because H&M started to make trouble, many subsequent company comments were also dug up by netizens. Nike, Converse , Adidas, etc. are all on the list. Before
really started to ferment and grow, celebrities had already reacted. The first hot search that
saw on the morning of March 25 was the announcement of the termination of cooperation between Wang Yibo and the Nike brand. The response was not unsatisfactory.
Even if the reaction is so fast, some netizens have complained. Of course, these netizens are still a bit too anxious. After all, there is always a time difference in the termination of the contract. At this point, it is necessary to know that the star company's general choice can not be wrong.
After all, when I watched Wang Yibo’s super talk and related publicity in the early stage, the cooperation between the two sides has been for a while. It is said that there are related Nike activities in the near future. The relationship between the two sides ended when the public opinion began to ferment.
Huang Xuan, Song Qian, etc. made a statement that they did not cooperate with H&M early. Since it is not a termination of the contract, the statement will be sent in time.
Since then, statements involving the termination of contracts or lack of cooperation by multiple celebrities and related brands have been hotly searched. Some netizens have also summarized some lists, and there may be omissions, but it can be regarded as a rough statistics of the cooperation between domestic celebrities and brands.
H&M: Huang Xuan, Song Qian
Nike: Wang Yibo, Tan Songyun
Converse: Zhang Yixing, Bai Jingting, Ouyang Nana
Adidas: Yi Yangyan Qianxi , Yang Mi, Dali Reba, Chen Yulinong, Angela Peng , Deng Lun, Ding Yuxi, Peng Yuchang, Ren Min, Song Yanfei, Zhang Junning, Eason Chan, Xu Guanghan, Yang Yang
CK: Zhang Yixing, Liu Yuxin, Xu Guanghan
New Balance NewBalance: Meng Meiqi, Zhang Zifeng
02
It is estimated that many netizens will remember the format of March 25th, because there are few hot spots.
People's Daily also compiled a list of hot searches, and it was the first time to see celebrity artists surprisingly unanimous.
Of course, no hot searchDon’t care too much about the stars, after all, there are too many hot searches, and sometimes you don’t care about statistics.
and all this shows some interesting things in the wave of the Internet era in China, as mentioned earlier: if there is a profit, there must be a mention, provided that the red line cannot be touched.
For celebrities, in the current entertainment environment, they can't make mistakes when they encounter big and wrong issues. As for other love and marriage issues, it is another matter. At least no one will choose the wrong choice this time. .
is what a netizen said: , as a public figure in China, is not worthy of a fan if he does not understand the situation.
If you think the other way around, the original manufacturers have asked celebrities to endorse, and they have been worried about whether something will happen to the celebrities, which will damage their own brand and image. The typical one is Zheng Shuang in the early stage. According to professional speculation, apart from film and television dramas In addition to paying more, some endorsement brands also need to be compensated.
Nowadays, celebrities have gathered together to declare that some are no longer cooperating, and some are still cooperating. It is estimated that the crisis of endorsements for manufacturers will be put first. After all, they don’t know when manufacturers will come up. When the moth comes out, it will hurt myself.
After all, some netizens don't treat them rationally, they constantly look for problems, and always start to snipe the stars first.
No matter what, in a sense, celebrities are public figures, and when cooperating with brands, they must be responsible, and they must also learn to understand some rules of the Internet age.
Although these rules are not written in plain text, the default common sense rules will continue to improve in the Internet age.
This time everyone saw that although H&M's mischief ignited a wave of online passion, after all, they still saw rationality and restraint. This is a good thing.
Someone asked, what should I do if I have bought H&M and Nike products? Most of
's answers are whether you should wear it or wear it. You can buy it after you buy it. The key depends on how you do it in the future.
celebrity artists also know the same, so they learned to resolve the date with the brand immediately and ushered in applause, because they don't look at the past, but only look at how to do in the future.
