recently,A critical review of Xinhua News Agency's "Xinhua Television Review" shocked the automobile industry, pointing out the increasingly fierce "exaggeration" and "glib talk" in the industry, and denounced various marketing chaos that are eroding the foundation of the industry.In the program, Xinhua News Agency reporters gave an in-depth analysis of the strange phenomena existing in the current automobile industry:Configuration names are becoming increasingly difficult to remember and understand, and have been criticized by netizens as "language corruption"; some companies gain attention through means such as "coaxing peers" and "yin and yang friends", and have a superstitious belief that "black and red are also red".
The "exaggeration trend" has also spread to the field of sales data. During the investigation, Xinhua News Agency reporters found that in order to create the illusion that "a car is hard to find", some car companies did not hesitate to fabricate false order data that "exceeded 10,000 in a few minutes" and published short-term lists frequently to create the illusion of hot sales. This kind of operation not only misleads consumers to make decisions, but also intensifies disorderly competition in the industry.
Xinhua News Agency’s commentary bluntly pointed out: “Exaggeration cannot win real reputation, and clever words cannot convey hard power."As a technology-intensive product, the core competitiveness of automobiles lies in product quality, technological innovation and service experience, rather than flashy marketing rhetoric. Consumers often have difficulty distinguishing authenticity from numerous conceptual packaging and marketing rhetoric, and ultimately become lost in the bombardment of complex information and find it difficult to make rational choices.
"Good words create good relationships, and bad words hurt people's hearts." Xinhua News Agency commented at the end, emphasizing,The automobile industry needs to establish a healthy and honest marketing environment and let competition return to the essence of products and services.
Amidst the chaos, regulators have shown their sharp swords. Six departments, including the Ministry of Industry and Information Technology, recently jointly launched a three-month special rectification campaign against cyber chaos in the automotive industry. They clearly listed "exaggerated and false propaganda," "malicious slander attacks," and "data falsification" as key rectification contents, and targeted illegal activities such as black public relations, troll hype, and coercion of corporate cooperation. The special action requires the platform to strengthen the screening of AI trolls, unblock reporting channels, publicly expose illegal accounts, and dig deep into the responsibilities of marketing companies and car companies behind them. ?
In addition, there have been calls against involution within the industry. At this year's China Automobile Chongqing Forum, executives from BYD, Geely, Changan and other car companies collectively spoke out. BYD's Li Yunfei called on "Don't overdo it when it comes to technology" and promised to reject exaggerated publicity and overdraft marketing; Chang'an's Zhu Huarong exposed four major chaos including price wars and data fraud, emphasizing that no matter how poor the industry is, it cannot be poor in research and development; Geely's Yang Xueliang even bluntly said that "if the insurgency continues, it will be difficult for China's automobiles to grow from big to strong."