Xiao S's daughter Xu Shaoen recently placed an advertisement in a shopping mall in Chongqing, which was originally a cooperation between the brand and a celebrity family, but it failed under the boycott of the general public. When Xu Shaoen's advertisement was just hung on the wall of the mall, it also caused quite a stir, attracting many consumers to stop and watch. However, the advertisement was only hung for two days before it was forced to be removed.
The speed with which Chongqing shopping malls moved was staggering. In the face of strong opposition from the public, the mall decided to remove the billboards overnight so as not to affect the reputation of the mall. Many citizens expressed their high appreciation for this, believing that the mall respects public opinion and protects the interests of local consumers.
Netizens commented on social media, with someone saying: "This is a responsible performance of the mall, not afraid of the halo of stars, and it deserves praise." Some netizens also believed: "This kind of celebrity marketing with clear prices obviously does not take into account the feelings of the public, and the shopping mall's approach is correct." ”
Experts suggest that brands should be more cautious when cooperating with celebrities and understand the image and reputation of celebrities in the public to avoid causing unnecessary controversies and crises. Brand marketing is not only the improvement of exposure, but also the maintenance of image and reputation.
As the brand owner of this cooperation, Ivy has also been affected a lot in the turmoil. In the midst of strong resistance from the public, the Ivy brand finally stopped insisting on going its own way, fully cooperated with the mall, and quickly removed Xu Shaoen's billboard. The response speed and response measures of the Ivy brand have not only been praised by consumers, but also saved the brand's reputation to a certain extent.
Many consumers expressed their understanding and support for the rapid adjustment of the Ivy brand. Some netizens commented: "Ivy can respond to the opinions of citizens in a timely manner, this attitude is worthy of recognition, and I will continue to support Ivy in the future." Another consumer said: "Although the impact of this advertising storm is not small, Ivie's response shows the sincerity of the brand." ”
Experts believe that in the face of a crisis, brands should take timely measures to respond to consumers' concerns and opinions in order to win the trust and support of the public. The rapid adjustment of the Ivy brand is a positive example of how a brand can turn around in a crisis and regain consumer recognition.
However, for Xu Shaoen, this advertising cooperation is undoubtedly a failed attempt. As a native of Wanwan, Xu Shaoen tried to earn attention and profits in the mainland market, but his words and actions aroused public disgust. Xu Shaoen once falsely claimed that his mother tongue was English, and at the same time made money in the mainland market, and at the same time made improper evaluations of the mainland people, which was naturally resisted by the general public.
A netizen commented angrily: "Since Xu Shaoen does not respect the mainland market and people, he should stay in Wanwan and not come to the mainland to make money." Another netizen said: "This kind of celebrity not only does not bring a positive image to the brand, but drags down the brand's reputation, and the response of the mall and the brand is correct." ”
Experts suggest that public figures should pay more attention to their words, deeds and image when conducting business cooperation, so as not to bring unnecessary troubles and losses to partners. Brands should also choose partners more carefully to ensure that the values and images of both parties are compatible, so as to achieve a win-win situation.
This time, Xu Shaoen's advertising turmoil ended in failure, which not only brought a negative impact to her personally, but also taught the brand and the mall a lesson. In the future, brand cooperation needs to pay more attention to the opinions and reactions of the public to avoid similar incidents.
Xu Shaoen's failure not only reveals the risks in celebrity cooperation, but also reflects the public's expectations and requirements for business cooperation. In this era of rapid information dissemination, brands and celebrities need to pay more attention to their own image and public opinion in order to be invincible in the market.
What are your thoughts on this event? Do you agree with the way the mall and the brand deal with it? Feel free to share your comments and suggestions in the comment section. Let's discuss how to do better in the future of business cooperation.
Through this incident, we can see that the voice of the public plays an increasingly important role in business cooperation. In the future, brand cooperation needs to pay more attention to the opinions and reactions of the public to avoid similar incidents. We hope that this incident will serve as a wake-up call for more brands and celebrities, and let us look forward to a more honest, transparent and responsible business environment.