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How do car brands turn "crisis" into "chance"? Mr. Xie's pearls of wisdom give an Ariadne's thread.
2019/7/13 22:45:37

谢大侠金句频出

Mr. Xie's frequent verses
在市场下行之际遭遇公关危机,常令一些企业加倍受伤,进而慌忙出招,结果越“勤快”越被动……面临迷雾障眼,亟待一只手来拨云见雾。拥有30年从业经验的著名融媒体人谢卫列展开一系列全国培训巡讲,旨在帮助身处困局的企业正确应对危机。

When the market went down, it encountered a public relations crisis, which often caused double injuries to some companies, and then hurriedly made moves. The more "diligent" ,the more passive they were... the fog was blind, and one hand was needed to see the clouds. Xie Weilie, a well-known convergence media person with 30 years of experience, has launched a series of national training tours to help companies in distress to respond to the crisis.
开门见山,一语中的。谢大侠精确直击如今国内车市的窘状:“中国汽车市场历经了二十年的飞跃发展,蝉联九年全球汽车销量之最以后,骤然从‘微增长'转换为‘微负增长',进入同比、环比双双下行的冰雪寒冬;各主流车企和全国4万余家经销商进入了前所未有的尴尬。”

Come to the point and hit the nail on the head. Mr. Xie accurately pointed the situation of the current domestic car market: "China's auto market has experienced a 20-year leap in development, and after the last nine-year global car sales champion, it suddenly changed from 'micro-growth' to 'micro-negative growth', entering the year-on-year and quarter-on-quarter downward trend; the mainstream car companies and more than 40,000 dealers nationwide have entered an unprecedented paralysis."
那么,如何化解尴尬?培训期间,谢大侠金句频出,句句发人深省。

So how to resolve it? During the training period, Xie's verses were frequent and the sentences were thought-provoking.

 


金句1、“面对危机,应对过去就是商机,应对不了就是宕机。”
Verse 1  "In the face of the crisis, dealing with the past is a business opportunity. If you can't cope, it is a downtime."
简简单单一句幽默戏谑的话语,背后深藏的却是谢大侠对大局的敏锐嗅觉和危机意识,意在提醒企业一定要正确应对危机,万不可大意。如今的车界虽是低迷萧条,但是如果能够将危机化解,必将会迎来新的商机,已经探底的行业抛物线必将改变走势。否则,企业很有可能被“最后一匹稻草压垮”,在大浪淘沙中被淘去,被市场所遗弃。

The simple sentence of humorous and ridiculous words hid the overall consciousness and the crisis awareness of Mr. Xie, which intended to remind enterprises to correctly respond to the crisis and can not be careless. Although the car industry today is in a downturn, if the crisis can be resolved, it will surely usher in new business opportunities. The industry parabola that has already bottomed out will definitely change its trend. Otherwise, the company is likely to be "the last straw crush", was scoured in the big waves and was abandoned by the market.
金句2、“人生如戏,要么唱念做打,要么说学逗唱,演好了叫有戏,演砸了叫没戏。”

Verse 2 "Life is like a play, either singing, dialogue, acting and acrobatic combat or speech, mimicry, comedy and song. If plays good, it will be hopeful. Otherwise it will be hopeless"
将汽车行业与人生进行类比,相同的生存之理。同样是点明在关键时刻车企要走好每一步。同时,“说、学、逗、唱、念、做、打”,解决问题的方法绝不止一种,根据事情的变化进而做出相应的对策才是上策。
Analogy between the automotive industry and life, the same survival principle. It is also clear that at the crucial moment, the car companies have to take every step carefully. At the same time, "singing, dialogue, acting and acrobatic combat or speech, mimicry, comedy and song", there are more than one way to solve problems. It is the best policy to make corresponding countermeasures according to the changes of things.

金句3、“我发现车圈负面有个‘80100'规律——”
Verse 3 “I found a‘80100’ rule in the negative part of car industry–”

“我发现车圈负面有个‘80100'规律——80%的危机发源于经销商店头,100%的危机发酵于媒体店头曝光!如何有的放矢、有条不紊、有理有节、有始有终地处置4S店经销商的危机,除了院校的公关危机理论案例讲学,经销店更需要实用技巧的讲解!”
“I found a‘80100’rule in the negative part of car industry——80% crisis originated from the dealer store, 100% of the crisis is fermented in the media exposure of the store. How to be targeted, methodical, rational, and deal with the crisis of 4S shop dealers from the beginning to the end, in addition to the case lectures of college public relations crisis theory, dealers need more practical skills to explain! ”
多年的从业经验,全面细微的了解,谢大侠窥见了危机爆发的规律。深知危机爆发点的下沉,使解决问题的方法不能仅仅局限于理论教学案例,更多地应该掌握一些实用技巧。因为处理危机时,大部分时候是直面消费者,有技巧地灵活应对才能更好地平息消费者的情绪,进而解决问题。
Years of experience, comprehensive and subtle understanding, Xie glimpsed the law of the crisis. Deeply aware of the sinking point of the crisis, so that the solution to the problem can not be limited to theoretical teaching cases, it needs to master some practical skills. Because most of the time it is to face the consumers when dealing with the crisis, a skillful and flexible response can better calm the consumer's emotions and solve the problem.
金句4、“如果实用技巧应对能降低40%的负面,那么来自大众媒介的曝光率就可降低50%”
Verse 4  “If the practical skills can reduce the negative by 40%, then the exposure from the mass media can be reduced by 50%”

“如果实用技巧应对能降低40%的负面,那么来自大众媒介的曝光率就可降低50%,车企和4S店的投资人、总经理的应对成本可以大大降低,而成本的降低对于应对车界寒流无疑又是一种优化流程管理、降低4S店运营风险的节约挖潜。”
“If the practical skills can reduce the negative by 40%, then the exposure from the mass media can be reduced by 50%. The cost of responding to the investors and general managers of the car companies and 4S stores can be greatly reduced, and the cost reduction is undoubtedly a way to optimize the process management and reduce the risk of 4S shop operations.”
正如谢大侠所说,降低负面就在一定程度上降低媒介的曝光率,花更少的精力和时间在危机应对上,就意味着节约了人力和物力成本。这样,企业就有更多的时间考虑更长远的发展策略。所以说,实用技巧的培训显得尤为重要。
As Mr. Xie said, reducing the negatives reduces the exposure of the media to a certain extent, and spending less energy and time on crisis response means saving manpower and material costs. In this way, companies have more time to consider longer-term development strategies. Therefore, the training of practical skills is particularly important.

  谢大侠创立15年的“汽车经销商危机应对实用技巧培训”,一直坚持为企业定制不同版本的解决危机方案,助力企业突破困局。如今的局势下,专业周密的操作显得尤为重要!谢大侠表示,希望巡讲可以激发更多人的思考,一起迸发耀眼的智慧火花,护航中国汽车产业安渡暗礁险滩,驶向辽阔大海。

years. He has always insisted on customizing different versions of crisis resolutions to help enterprises break through the dilemma. In today's situation, professional and careful operation is particularly important! Mr. Xie said, he hopes that the tour speech can stimulate more people's thinking, and together with dazzling wisdom and sparks, escorting the Chinese auto industry go through the difficulties and hazards, and heading towards the broad sea successfully.
 

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