Yesterday (September 19) at 17:37 pm, after eight days of silence, Hua Xizi spoke out for the first time in response to the Li Jiaqi incident. On Weibo, the above post has over 120,000 likes. Why is this happening? I’ll explain in detail below. If Huaxizi started public opinion on September 11, it used a "single-point refutation" approach to avoid arousing public anger towards Li Jiaqi. It was still a public relations strategy. However, from the copy of the statement and many actions before and after issuing this letter, we can see the internal tension and chaos within Huaxizi.

The uncle tried to use external information to show the chaotic 39 hours before and after Hua Xizi’s speech.

The time starts at 7 am on September 18th.

01

918 keeps broadcasting

Because of the Li Jiaqi incident, Hua Xizi’s live broadcast on Douyin’s flagship store ended after two and a half hours on the morning of September 11.

Until the resumption of broadcast on September 19, the Huaxizi live broadcast room was suspended for 7 days.

In fact, this statement is wrong, because only the Douyin platform, which has more characteristics as a public opinion field, has stopped broadcasting, while other platforms, such as Kuaishou, continue to broadcast.


Especially on September 18, one day after domestic brands such as Fenghua, Lotus, and Yumeijing announced that they would stop broadcasting, Huaxizi continued to live broadcast and sell goods on platforms such as Kuaishou.


Yes, who can't get along with money? Didn't Li Jiaqi finish blowing feathers (apologising) in the live broadcast room and then continue selling goods...

This is one of the manifestations of Hua Xizi's internal troubles.

With such a big public opinion, it is a hot search almost every day. Hua Xizi has "lost his voice" to the outside world, but he does not forget to sell goods.

Should we speak out? When will it be sent? What to send? The uncle guessed that Hua Xizi’s boss has been struggling with this issue for the past few days.

"I'm so frightened and at a loss what to do." In the apology letter, the uncle only felt that this sentence was sympathetic, but it was a pity that it only contained these 8 words.

Finally, this letter was sent out at 17:37 on September 19th, and it quickly became the number one hot search topic!


02

This statement has nothing to do with the Public Relations Department

After reading it, the uncle really didn’t know how to comment.



It is similar to the first feeling of netizens: after saying a lot, it means saying nothing...




There are many twists and turns in Hua Xizi’s statement. For example, the title is “A Letter” and the entire text only contains two sentences of “Sorry”, but a large part of the article is devoted to the brand concept.

It is said that Hua Xizi’s current public relations number one was once an Alibaba public relations veteran, or even if he was not an Alibaba public relations person, if you have read the “Three Truth Principles” in writing statements that he often mentions in his articles, you should know the importance of “real action” (action) in whether crisis public relations statements can resonate with the public. But there was no action in this letter.

I saw that some netizens made two versions of reviews. I posted them below for your reference.



What’s even more bizarre is that just 1 hour and 14 minutes after this letter was sent, a friend circle belonging to someone suspected of being a classmate from Hua Xizi’s public relations department went viral.

"I have resigned from Huaxizi. Everything that happened on today's hot search has nothing to do with me. This statement has nothing to do with me, nor does it have anything to do with the public relations department."


On the evening of September 19, the media revealed that another person suspected of Huaxizi Public Relations informed the media that he had resigned.


What's more, some people are ready to ask for the royalties paid some time ago.


Could this be the legendary plot where the boss lets the PR take the blame, but the PR takes the blame by resigning? If the above information is true, then this embarrassing statement and the collective resignation of public relations, I have a little understanding of who made this statement, "Sorry for occupying social resources", it is very fake and contrived.

Uncle often says that when you see a very ridiculous statement, you must remember not to rush to call public relations stupid, because all statements are the result of internal PK within the company, and public relations can only provide decision-making options to the boss, and the final decision is made by the boss.


03

Your attitude is more sincere than I thought, so that’s the end of it.

#花西子声声# ranked first in the hot search, and it stayed on the list for 8.6 hours. The topic overview reached 750 million, and the discussion was 98,000. The topic host was Sina Technology.


The pinned post under this topic comes from a Weibo post by Sina Technology.


Several netizens left messages from 21:48 to 22:22 on the 19th, supporting Hua Xizi, and the likes were quite high.

The uncle excerpted a few paragraphs, as follows:

@小子-JCT: Ah, for people with sensitive skin, I don’t think Hua Xizi can do customized makeup.

@外岛的人: To be honest as a consumer, his powder cake is awesome for setting makeup. The last time I went out with my best friend, she used mine and took it away. Who knows?

@lcjcc: It’s not easy to build a brand in the past few years. Hua Xizi has also done well. It’s not a bad thing in any way.

@ short a rice partner: It’s time for this matter to be settled... This is the case all over the internet recently.

@chuchu曰: It’s really not easy to make domestic products. We can go overseas to hundreds of countries and deliver Chinese copywriting. At least we won’t criticize them at will.

@王瑶Rabbit: Not to mention other things, I like Huaxizi’s products very much. I hope you can really start over again after this time, go to a higher level and make domestic products.

@秋明山思河: The attitude is more sincere than I thought. Let’s stop here. Use time to prove that domestic products are worth it.


Out of professional sensitivity, the uncle clicked on the above-mentioned Weibo blogs and found some clues, such as:

Both @秋明山sihe and @王瑶Rabbit retweeted the same Weibo post about "Tianmei Paradise" on the 19th. They both left messages on Weibo at the same time to support Hua Xizi's Weibo accounts, but they actually participated in reposting the same Weibo post on the same day?


@chuchuyue and @lcjcc also posted a comment related to Alibaba Cloud on the same day. Are they both supporting Hua Xizi and paying attention to Alibaba Cloud at the same time?


There are even more "coincidences":

Three Weibo bloggers, @小子-JCT, @ Que Yifan Da Zi, and @倪远小岛的人, not only support Hua Xizi, but also retweeted related Weibo posts about “NIO’s new EC6 being launched.” Could it be that everyone is a fan of Hua Xizi and a fan of NIO’s EC6 at the same time?


You must have understood it after writing this. Last night, Hua Xizi should have paid a lot of money to a third-party public relations company. Unfortunately, this work was too rough. The content posted by several accounts was too similar, and professionals could understand it at a glance.

As for the message below Hua Xizi’s official Weibo, you are welcome to explore it yourself.

To sum up, let me give a brief summary.

On 918 the day before she spoke out, Hua Xizi was still selling goods on live broadcast, as if nothing was wrong. After the statement was issued on the afternoon of September 19, it became a hot search topic and was criticized and criticized. Immediately afterwards, it was reported that the public relations department of Huaxizi resigned en masse in an attempt to distance itself from the statement. A few hours later, Weibo began to express strong support for Hua Xizi, but the identity of these bloggers was very similar to that of the S Army.

From this, we see that while new consumer brands have enjoyed the dividends of short videos, live broadcasts, Internet celebrities, capital and the rise of national trends, they have lost their halo in a crisis incident. Only then do we discover that these new consumer brands are not ready at all, and are even running naked!

The boss doesn’t pay attention to public relations at all. After being brainwashed by online grass-planting, live streaming and building advertising, he thinks that what he is doing is a brand.

From 7:00 on September 18th to 22:00 on September 19th, these 39 hours, the brand feathers that I once cherished so much are now just a piece of chicken feathers.

Finally, I don’t know if this article will be like the previous article about Li Jiaqi, which received 1.3 million+ views on WeChat.


But I hope that at least this article can inspire you a little bit. Especially if you are the leader of a new consumer brand or a VP responsible for brand public relations, please pay attention to public relations and don’t treat netizens as idiots.

Of course, if you ask me, as a public relations worker, how do you make a choice between public relations professional ethics and corporate values? Uncle personally feels that values ​​must come first. If you don’t agree with it, you can leave, because this is the relationship between skills and Tao.