In response to the Mother’s Day copywriting incident, OPPO today issued an internal notice to punish the relevant person in charge. Among them, Duan Yaohui, the company's business leader in China, has the final management responsibility, and his rank was directly reduced by two levels. His performance this year is not higher than C, and his salary increase will be frozen for 36 months starting from this month;
Wang Yi, the director of the direct business department, has direct management responsibilities and failed to effectively perform the review and control duties. His rank was demoted one level. His performance this year was not higher than C. His salary increase was frozen for 12 months starting from this month;
Ma Xin, the director of the public relations department, is responsible for management. His annual performance is not higher than C, and his salary increase will be frozen for 12 months starting from this month;
The project team leader is responsible for direct project management. The O rank is downgraded by one level, and the performance this year is no higher than C.
The following is the original text of the announcement:
Announcement on Accountability for Brand Marketing Accidents on Mother’s Day in 2026
On May 8, the Mother's Day marketing copy released by the official Weibo and Xiaohongshu accounts caused great harm to the general public, users and employees. It also triggered large-scale negative public opinion, seriously affected the brand reputation, and violated the cultural values that the company has always adhered to.
According to the "Company Brand Accident Accountability System", it is determined to be a major brand accident, and the relevant responsible persons will be subject to graded penalties as follows:
• Duan Yaohui, head of the company's business in China: assumes final management responsibility, will be demoted two levels, his performance this year will not be higher than C, and his salary will be frozen for 36 months starting from this month;
• Wang Yi, director of the direct business department: has direct management responsibilities and fails to effectively perform review and control duties. His rank will be reduced by one level. His performance this year is not higher than C. His salary increase will be frozen for 12 months starting from this month;
• Ma Xin, Director of the Public Relations Department: Responsible for management, the annual performance is not higher than C, the salary increase will be frozen for 12 months starting from this month;
• Project team leader: Responsible for direct project management, O will be downgraded by one level, and this year's performance will not be higher than C.
This incident reflects the relevant team’s neglect of the bottom line of mainstream social values, and also reflects the loopholes in the specific business mechanism. I hope the team will learn from this and make quick improvements.
OPPO’s official Weibo issued a statement today, saying that it would like to express its deepest apology to all the public for the problems in the Mother’s Day marketing copy.
“Whether it’s the offensiveness of the marketing content itself or the perfunctory response immediately afterwards, it exposes our serious lack of values and reverence.”
The statement stated that after deep reflection, the company has severely punished Duan Yaohui, the senior vice president in charge of the Chinese market business, and marketing-related managers; all members of the marketing business department will conduct a comprehensive reflection on this incident, and the management team will seriously review the work philosophy and return to sincere emotional expression; at the same time, the content review process will be restructured, the hierarchical content review mechanism will be improved, and the bottom line of mainstream values will be adhered to.
"We will take practical actions to prevent similar problems from happening again. Please supervise and correct us."