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In the process of entering the Chinese market, Japanese companies often like the advantage that they boast in front of European and American rivals. That is, “We understand China better than you, and you are more familiar with the Chinese market than you!†But now, it has just become the world’s second largest car. The company’s Toyota is facing a moderate “public crisis†in China. Although this incident has calmed down, it still reflects the understanding of foreign companies in China. The familiarity with the Chinese market may not be as thorough as it sounded.
It is not Toyota's product quality problem that has caused Toyota to fall into the "public relations crisis." Instead, it is an advertisement for the two new products that its joint venture in China has just launched. In the "overbearing" advertisements, Toyota made traditional lions who generally represented the spirit of China's masculinity pay tribute to "hegemonism." In the advertisement of the "Land Cruiser," Toyota let the "enriched" land cruiser dragging on a gentle slope. A truck that looked a bit like a liberation vehicle slowly moved forward. Toyota did not think that for these two otherwise unimpressive advertisements, it allowed some Chinese audiences to interpret the meaning of “Shishi-Lugou Bridge-Anti-Japanese†and “insulting the Chinese nation†and “insulting the Chinese army.†Although, Toyota quickly made an apology and stopped publishing advertisements. The incident has basically subsided, but this incident has left a profound lesson for foreign companies in Japan and elsewhere: Do not ignore the cultural psychological characteristics of Chinese consumption, and more importantly, do not forget to communicate more with Chinese consumers. . Otherwise, once the sensitive nerves of some people are touched, various crises will arise.
The people clearly remembered that in previous interviews, some Japanese-funded enterprises often told reporters with confidence when they talked about their advantages in the Chinese market: Compared with other foreign-funded enterprises, many Japanese-funded enterprises are very The important strength is that it has already settled in China very early and already has a good understanding of Chinese consumers and a good understanding of the Chinese market. Judging from the problems reflected by Toyota’s “advertising incidentâ€, Toyota does not know enough about China and Chinese consumers.
This is not the case with Toyota, which has been in China for more than two decades. What about other companies?