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小鹏的泪别纸巾，特斯拉的三分糖奶茶……为何温情牌爱翻车？_我的网站

一 |     A retired Indian Air Marshall has told Sputnik that it is already “evident” that the developing countries don’t support anti-Russia sentiments of the G7 club, further arguing that most of the ‘Global South’ even holds the US and its allies “responsible” for precipitating the Ukraine crisis as well as its knock-on effects which led to global energy instability.,“The rest of the world is smarter in understanding than the western countries on how the [Ukraine conflict] emerged and who are the causal factors for this particular problem,” said Air Marshal (retired) Muthumanikam Matheswaran, who heads the Indian think-tank Peninsula Foundation.,Matheswaran has also served in the past as deputy chief of India’s Integrated Defense Staff (IDS).,“Around two-thirds of the world is not cooperating with the western countries’ push to support Ukraine or to condemn Russia. I think that they see that the issue is far more complex,” the former fighter pilot added.,Russia has said that NATO’s eastward expansion into Europe around Russian borders was the major reason for the launch of the special military operation in Ukraine. China has backed Moscow in holding NATO responsible for the Ukraine crisis.,India has kept its counsel over its Western partners, though New Delhi's permanent representative to the UN has appealed for diplomacy and dialogue in the crisis.,Meanwhile, the BRICS (Brazil, Russia, India, China and South Africa) nations have decried unilateral sanctions against Russia. BRICS nations make up 41 percent of the world's population, 24 percent of international GDP, and accounts for 16 percent of global trade.,“[The developing nations] actually hold the West responsible for the present crisis. Therefore, I don’t think that the ‘Global South’ is with them at all,” Matheswaran remarked.,The observations came a day after the G7 Summit in Germany concluded. A joint communique issued after the meeting called for “phasing out or banning the import of Russian coal and oil” from the global energy chain, even despite its recognition that the “burden” of rocketing energy prices has resulted in “market instability” and aggravated “inequalities nationally and internationally”.,Oil Prices Up Another 2% on Signs UAE, Saudi Arabia Have Maxed Out ProductionYesterday, 00:55 GMT,Crude oil prices have been at their highest level since the 2008 global financial crisis in the wake of the US and European Union (EU)-led attempts to phase out Russian crude supplies from the international market in retaliation for Moscow’s special military operation in Ukraine.,The G7 leaders also said in their joint statement that the western allies would “reduce reliance on civil nuclear and related goods from Russia”.,Food prices have soared around the world after West-led efforts to ban Russian exports in March. The UN-backed World Food Programme (WFP) warned last week that “millions of people across the world are at risk of being driven into starvation".,G7 Could Worsen Global Energy and Food Shortages,Matheswaran reckoned that additional sanctions against Russia, as mooted in the G7 statement, could exacerbate the present crisis, which has led to high levels of inflation throughout developed and developing countries.,“Russia is not a small country that can be downsized with sanctions. It is a nuclear power and the world’s largest country with an enormous number of resources. Much of Europe depends on Russian oil and gas as well as its resources,” the Indian expert said.,“So, western powers need to find different solutions if they want to resolve their conflict with Russia. They must not coerce or push the rest of the world for their own, narrow objectives,” argued Matheswaran.,“It will cause more issues with food security, economic downturn,” he added.,Further, the member of the think-tank lauded Indian Prime Minister Narendra Modi for not backing down on New Delhi’s decision to buy discounted Russian crude against the backdrop of a spike in global prices.,Russian Energy Supplies to India Have Increased 'Dozens of Times', Russian Ambassador Says27 June, 15:02 GMT,Modi told his G7 counterparts that India would “continue” to pursue its “energy security”, amid sustained pressure from Washington and Brussels on New Delhi to reduce its reliance on Russian oil.,G7 is ‘Irrelevant’, BRICS and G20 need to Step Up To Their Role,Matheswaran said that the G7 no longer represented the realities of the contemporary world order and groupings such as the G20 and BRICS were better equipped to deal with the problems facing the global community.,Indonesia, at present chairing the G20, has rejected calls by western governments to exclude Moscow from this year's G20 Summit in Jakarta.,“The G7 is irrelevant in today’s global structure. What should matter is groupings such as the G20, which reflects the larger global community and rationalizes economic processes across the world,” he said.,New Development Bank’s Success in West Depends on BRICS Risk-Taking Ability on Governance: Economist25 June, 11:18 GMT,“The G7 is pretty much a collection of countries which are erstwhile imperial powers and they continue to, albeit in a different manner, practice that same process,” he said.,“They dominate the global economic system and they want everyone else to tailor their policies and structures to bring in benefits to the G7,” the Indian academic added.,Matheswaran said that BRICS, which also held an online leaders’ summit days before the G7 meeting, needs to step up to its role in global economic, political and security decision-making.,He noted that other developing countries such as Argentina, which has also applied for BRICS’ membership, must also be embraced.,Matheswaran also reckoned that the “privileged access” of G7 democracies to financial institutions such as the International Monetary Fund (IMF) and the World Bank needed to be “downsized and rationalized”.。

二 |     车主女儿还在纸条写下对G3的不舍和感激，“小鹏，不管天涯海角，我们都是朋友，谢谢你，你贴心为我放音乐，为我父母导航，我即使结交新朋友，也不会忘你，我祝你到新家，快乐、幸福”，还手绘了一张小鹏G3的简笔图。

三 |
何小鹏表示，这件事一天的时间传遍了整个公司。“这张纸条激励了我们很多人，让我们更加坚信，我们做的这件事情是多么的有意义。但我们还有很多地方都做得不够好，我们真的还需要更加努力，真正提高所有鹏友的满意度。

四 | 最后想说，鹏友，谢谢你！希望今后的日子G9能够陪伴你走过更美好的人生！”
就是这样一件事，却引发了两种观点的激烈交锋。有人大受感动有人直言“戏太多”纸条的事情是昨天发生的，何小鹏在今天中午就发了一条长长的微博。有人发现，何小鹏还买了热推。多种迹象都表明，何小鹏对这件事很上心。
何小鹏描述了很多细节，比如车主女儿现场的泣不成声，又偷偷用纸巾写字作画藏在车里，以及纸巾被发现后一天传遍整个公司。

五 | 当然这些细节也是引发争议的重要原因。有人认为很真实，感动到泪目。不少人指出小孩子就会对旧东西恋恋不舍，这就是天真无邪的感情流露。

六 | 甚至有人提议小鹏可以把这辆车和纸巾留在小鹏的博物馆。在这部分人眼中，小鹏不再是冰冷的机器，而是有感情寄托在里面。何小鹏的最后一段话大意也是表示深受感动和鼓舞，以后会继续努力等等。

七 | 另一面，是不少人认为这是拙劣的情感营销。

八 | 之所以会这样说，因为不少人怀疑事情的真实性，还对其中的多处细节提出质疑。首先是买热推被人觉得太刻意，本来就是温情牌，加了钱就变味了。

九 | 还有纸巾是如何一天传遍全公司的。

十 | 因为门店在西安，何小鹏远在广东的公司里。有人认为小孩子刻意向工作人员要纸巾，而不是直接要纸来留言作画，还偷偷藏在车里，有点不太符合常理。毕竟纸巾在店里应该很容易获得，再个擦眼泪和写字作画还是很容易区分的。也有人认为小朋友的字和画都太“好”了，暗示是代写的。

十一 | 事实上，不少报道用来描述大佬的创业史，也喜欢提到纸巾的梗。比如在纸巾上写上了创业计划拉来投资这种戏码。
这就更加深了纸巾一事的营销色彩。当然即使事情本身是真实的，也有人认为何小鹏刻意描述细节，制造感人的氛围，有过度加工的嫌疑。毕竟对一个车企来说，小孩子并不是汽车的直接受众，过分渲染有点跑题了。甚至有人给小鹏支招如何写这次的文案。或许小鹏不需要过多描述细节，只要写两三句话写清事实即可。既能达到营销效果，又不会被认为过度营销。

十二 | 网友的文案：“家里用G3置换G9后，小姑娘在门店给我们留下了这张纸巾。

十三 | 还没到寒冬腊月，但心里已然温暖如春。”这是不是比何小鹏那段会好一点呢？另外，不知道何小鹏的文案是他自己写的，还是市场部的同事提供的，但何小鹏不是因为文案第一次翻车了。去年4月份，何小鹏用车主的脑部核磁图做宣传，也是脑洞大开，当时引发广泛争议，后来何小鹏也主动删了该条微博。
回头再看看这波纸巾文案，好像也不觉得太奇怪了。

十四 | 不过比起小鹏这事，有两个例子则翻车的比较彻底，让人至今仍记忆犹新。特斯拉车主的少冰、三分糖奶茶某手机的免费升舱不知道还有多少人还记得“特斯拉车主的奶茶”。当时特斯拉刚刚经历过上海车展的维权，还处于舆论的风口浪尖。突然在一天晚上快12点时，特斯拉官方微博就发了一条长微博。

十五 | 大意就是承受了巨大压力，但是车主们对特斯拉很支持，各地的服务中心和门店陆续收到车友们自发送过来的各种慰问品，有奶茶、甜品等等。甚至奶茶还备注了三分糖、少冰等细致的口味要求，引得一众网友质疑。

有网友指出，车主还能记住特斯拉人员的冰、糖比例，“尴尬得我抠出海景房”。
特斯拉一时间感动得热泪盈眶，不过评论区却堪称大型翻车现场。

十六 | 一面是特斯拉当时受到质疑，一面是充满委屈的自我安慰，总觉得怪怪的。而某手机品牌的升舱事件更加是典中典，可谓远古梗考古。

十七 | 当时某手机品牌员工发了一条微博，大意就是自己凭借自家手机，让餐厅负责人免单，还被免费从硬座升舱到卧铺。
当时这事被王思聪狠狠骂了一顿。为何温情牌容易翻车？从上面三个例子中，我们思考下温情牌为何容易翻车。首先从品牌调性上来说，并不是所有的企业都适合打温情牌。虽然上述三家企业都具有互联网基因，很多互联网的营销方式都可以用。

十八 | 但这几家都是偏硬件的互联网企业，产品和服务才是第一位，用温情的手法可以，但必须主次分明。

十九 | 比如在小鹏的例子中，想用温情牌也可以，但别太用力了。所以这个尺度要把握好。要知道，痛哭未必伤心，真情未必落泪。过度强调产品带来的情感效果，显然是不合适的。毕竟，硬件企业的粉丝文化还是和娱乐圈的饭圈不一样的，总想寻求情感上诉求是忌讳。另外打温情牌的时机也很重要。

| 去年特斯拉正在质量风波中，最需要的是证明产品质量，而不是深夜给自己写了一封充满委屈的鼓励信。

| 当然，如果这封信是对内的就没啥问题。对外就显得有点矫情了。

| 在负面舆论之下，温情牌很容易被认为是对冲的策略，也容易被解读为自导自演的感动。

| 事实上，只要是温情牌就会遭受质疑，因为大众的情感感知是有很大差异的。同一件事就会不同的解读，硬件产品好控制，大众情绪可不是好掌控的，搞不好就要翻车。更何况，在现在营销泛滥的时代，温情牌早就被用烂了，效果也大打折扣。以后温情牌还是少用吧，起码别再加热推了。

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Published on:10:20:07