Li Mu has never been a kind person. After provoking himself, he still wants to solve the problem with an apology email. This is simply nonsense.
Moreover, Li Mucai doesn’t care whether it is Neil, Bill or anyone else who is behind his back. No matter who is making the decision, it is the company that actually implements it. Therefore, the real enemy in his eyes is Mars, not Mars. CEO.
This is like a war between countries. For a country, the enemy is always another country, not a certain executive of this country.
Therefore, Li Mu did not give Mars a chance to sue for peace via email. If he wanted to sue for peace, he could show himself some sincerity first, and then make a decision based on his mood.
When Mars received the email reply from Makino Technology, the chairman of Mars' board of directors specifically asked a Chinese friend with a good relationship to ask what the other party meant by asking for forgiveness.
When the friend tried his best to tell him the story of Lian Po and Lin Xiangru in English, he remembered three key points.
First, it is to apologize;
Second, it is a negative thorn;
The third is door-to-door.
Only then did he understand what Li Mu meant. Co-author Li Mu was dissatisfied with his email apology and asked for peace, and demanded that he be like Lian Po in the story, and go to the house to plead guilty.
At this moment, his mood was extremely complicated. Not only was he gnashing his teeth with hatred for Neil, but he was also furious at Li Mu's arrogant attitude.
It's not enough to send an email to apologize, but you also want to ask yourself to apologize at home? Do you want to fly from the United States to China to plead guilty to him
What a joke! How can one say that Mars is also one of the top private companies in the United States, with factories sprouting all over the world, and dozens of product lines selling well all over the world. As the top manager of the entire company, he traveled thousands of miles to China to plead guilty to a young man
The chairman of Mars' board of directors couldn't bear Li Mu's humiliation, and temporarily decided to allocate a publicity budget of 50 million US dollars to launch a publicity war with Makino Technology. However, several major media they contacted were unwilling to accept Mars' publicity cooperation.
Nowadays, the influence of Makino Technology on the media side, through YY, YY.com and Weibo Twitter, has become so powerful that no one in the entire network can match it. It is also much stronger than any TV media. TV media people are better than any other media. The group can better see how terrifying Makino Technology's true strength is. Under this situation, they are even less likely to be willing to offend Makino Technology for no reason.
What's more, netizens may not be clear about the causes and consequences of Makino Technology's attack on Mars this time, but media people know it all too well. Everyone can see that this is Mars' own marketing, deliberately fabricating facts, and trying to step on others. Makino Technology earns attention, but in the final analysis, Mars is doing its own thing and deserves it.
If Mars is really being treated unfairly by Makino Technology, there will definitely be some media willing to make a big deal out of it to fan the flames. However, Mars is asking for everything. Who would be willing to help him in this situation
Moreover, for TV stations, they basically don’t have to worry about selling prime-time ads, so why bother making a big enemy for themselves just to make a little more money
Mars sadly discovered that even if it wanted to spend money to fight a propaganda war, it would be useless. No TV station like BBC or CNN was willing to cooperate with Mars. In the past, Mars had put candy and other products on such TV stations. Advertising, however, Mars now wants to put ads on these TV stations to fight with Li Mu, but no TV station is willing to take his order.
Just when Mars is in a dilemma, black material about Mars continues to spread on the Internet. The direct result of the spread of black material is a decline in sales.
However, Mars itself is studying countermeasures against Makino Technology and Li Mu, and is still unaware of the decline in its own terminal sales.
Before the feud with Li Mu, each of Mars' product lines was well-known among consumers, and its sales were amazing.
However, being famous does not mean having a good reputation. Now, such overwhelming negative news is constantly fermenting on the Internet, which has cast a great shadow and hint on the psychology of users. A considerable number of consumers will not hesitate at all when they see the products produced by Mars. Buying without hesitation turns into hesitation, some of which will evolve from hesitation to doubt, and some will evolve from doubt to giving up.
When these consumers chose to give up, Mars itself was not aware of it, and the end market was already keenly aware of the anomaly.
The most direct reaction from the terminal market is that sales of all Mars products are quietly declining!
For traditional companies like Mars, the bigger their stalls are, the lower the sensitivity of their nerves. On the contrary, the smaller their stalls are, the higher the sensitivity of their nerves.
For example, Zhang San is the owner of a steamed bun shop. He usually steams a pot of steamed buns and sells them all within ten minutes. But today, ten minutes have passed since the pot of steamed buns was steamed, and there are still some in the pot. With five steamed buns left unsold, he could immediately realize that business was not going well today.
If Zhang San is the owner of a steamed bun factory, and his factory produces 10,000 steamed buns every day, which are supplied to wholesalers and retailers in the city in the morning, then if 10,000 steamed buns are sent out every day, he will have to wait at least until the evening or late at night to get the goods. After getting feedback from various channels, whether the 10,000 steamed buns were sold out, and if not, how many were sold and how many were left. At this time, his nerve sensitivity had dropped from ten minutes to half a day.
If Zhang San is a manufacturer of quick-frozen steamed buns and produces five million quick-frozen steamed buns every day and supplies them to all provinces, cities and regions across the country, and the shelf life of quick-frozen steamed buns is increasing, the chain of channels is expanding, and the volume of goods at the terminal is increasing, then It may take him a few days or even longer to notice the changes in market sales through the order volume of the channel. Even if it is passed up from the terminal level, it will take at least a day or two for Zhang San, as a manufacturer, to get the news. time.
A company like Mars that sells its products around the world has a large number of production bases and sales channels as dense as a spider web. The daily production volume and shipment volume are astonishingly large. The shelf life of most products is 12 months. As mentioned above, such a behemoth has very low sensitivity to terminals. Mars terminals are their shelves in major supermarkets, stores, and convenience stores. Information must start from these shelves and be transmitted layer by layer to Mars headquarters. This is indeed something that takes a long time.
Mars' marketing department originally collected and analyzed terminal sales data every three days. However, because they are currently working together to deal with the impact of Makino Technology, the focus of the marketing department has quietly changed a lot.
However, a Wall Street financial media wanted to verify the actual impact of the negative Internet wave on Mars, so they sent several investigators from the Wall Street headquarters and branches in several other countries to the terminal market to investigate and collect evidence, and analyzed the past few days. Come, Mars’ most direct data changes in the terminal market.
Based on the feedback from terminals, they were surprised to find that terminal sales of various Mars products across the world have been steadily declining in recent days. As of the latest day, they have been nearly lower than the previous thirty-day average. 20%.
This is a very scary number. For example, a certain Wal-Mart supermarket in New York could generate an average of US$10,000 in sales for Mars every day in the thirty days before the black material was exposed. After the black material was exposed, it only Within two days, that number dropped to $8,000.
Subsequently, the media issued a press release titled "Mars quietly lost 20% of sales in the short term!" 》.
This article estimates the declining sales trend of Mars terminals in the past few days through investigation and evidence collection of terminal markets in the United States, European countries, China, Japan and South Korea, and uses the average of the thirty days before the incident as a reference. The single-day declines were: 10%, 13%, and 20%.
In addition to concluding a 20% sales decline in Mars' terminal market, this article also draws a conclusion based on geographical division: Leaving aside the U.S. domestic market, the more Internet-developed regions, the greater the proportion of Mars sales decline. It can be seen that their sales decline has a very direct impact on the spread of negative news on the Internet.
For example, in European countries, the general decline has been close to 30%. It can be seen that the more developed the Internet, the greater the impact of these negative news on users.
The reason why the United States is an exception is mainly due to the protective bias of local users in the United States. All Mars products can be said to be national products of the United States, and scandals have also broken out. The local people in the United States will give more tolerance to local brands. , this point can be clearly concluded by comparing the data of the European market.
Fortunately, it is the support of the huge domestic market in the United States that has allowed Mars to maintain the decline in terminal sales at the 20% warning line. If negative news continues to ferment on the Internet, it may not even be able to maintain the 20% warning line. .
Many large, established companies have suffered defeats due to a decline in their reputation among consumers. Entrepreneurs are usually very confident and feel that users are unlikely to abandon their products and services. However, once their reputation collapses, they immediately will be abandoned by users.
When Mars learned of this result, the entire company fell into a strong panic. They never imagined that the impact of the Internet on physical enterprises could reach such an extent.
…
While Mars continued to digest the consequences, Li Mu took Du Wei into the recording studio to record "21Guns".
Du Wei was already familiar with the song in advance, as well as the lyrics, artistic conception, and emotions she needed to express. Li Mu also spent a few days finalizing the arrangement of the entire song with the musicians in the recording studio. This way, the actual recording efficiency is also improved a lot.
Li Mu listened to Du Wei's singing through the monitor speakers outside the soundproof singing recording room. What made him sigh was that Du Wei's voice was in good condition, and her performance in the recording studio was just like the original CD, with breath and timbre. , pitch, and emotion are all well controlled.
With her performance like this, the song can be recorded in less than a day.
Li Mu suddenly felt that it would not be a big problem for Du Wei's song to hit the authoritative single charts in Europe and the United States.
However, it is a little regrettable that even if the song is recorded today, it cannot be released immediately. At least it will have to wait until the movie starts to be promoted before it can be released bit by bit.
(End of chapter)