58 was reported to have no intention of buying a market such a meaningless company

First 58 was reported as "no intention to buy a market such a meaningless company", the market hit back "Please CEO not to rely on black opponents on the headlines." Onlookers commentators have said 58 "hug thigh", also called the market "touch porcelain."

What is the truth? 58 which one hurt the opponent? How do you play the PR of boss Dick?

"The party burst the truth: pure Oolong"

Take a look at the personal memories of Wang Ruichen, the media person.

"Last week with a bunch of friends from the media visited 58 with the city founder Yiu Jingbo." I mentioned a topic became hot, provoked net attack 58 with the city said ' Yiu Jingbo all day black market '. In fact, on the acquisition of the trend I have early judgement, 58 and the market lacks complementarity, no integration space. I deliberately asked Yao what he wanted to talk about if he went out of the scale. Because in the Internet Enterprise Group, 58 same city is still a tiny one. Yao initially did not answer directly, but said 58 is a slow company, will continue to focus on information services, but also through vertical, potential mergers and acquisitions to expand the scale. Finally, I simply asked him again: ' You will not buy it? ’

Arguably, it should be prudent to deal with major issues involving competitors and capital mergers. Unexpectedly, always straightforward Yiu Jingbo actually directly answer, basically is outside report of speech. But according to Wang Ruichen's recollection, "to be clear, Yao did not mention net's name." Some reports of net in direct speech are obvious flaws. Yao was not deliberately attacking, and the so-called ' meaningless company ' is more like a group than a single enterprise. Because he went on to say that in the future many classified information service Chambers died and made a vanishing posture with the right hand volley. It's not really new, he said that two months ago. ”

Then, there is a later net of the counterattack statement. To be fair, the statement is very sharp, the success of the war of words to the so-called "CEO of a listed company, the quality of the problem, a height on the rise, the media naturally very concerned."

58 executives full of grievances, "The boss of a word did not mention their home, so that the announcement, even ' Yauming ' so nearly personal attack words are on, really boring." ”

So, do you want to respond? PR technical Point of view, of course not. Because 58 with the city is the eldest, net is the second, to small Bo big, how to play are taking advantage. Boss won said you should be, lost by the opponent successfully superior. So 58 can only respond with "boring opponents, no comment."

"Behind the saliva: rumors and anxiety"

In fact, this is behind the mouth of the war is the classification of information is ushered in a big change.

Just one months ago June 27, Tencent to O2O history of the largest cash transaction 736 million U.S. dollar strategy to share 58 with the city about 20%, not only let the fate of the old opponent net once again to the crossroads, the entire industry is also facing unprecedented "first + first" competition pressure.

What happened to the boss was never a company, but a shock to the whole industry. So after the announcement, many years old opponents, anxious net immediately sent an internal mail, claiming that traffic has more than 58, the market will be unmoved, 58 of executives then in the circle of friends retorted, evil spirit is wonderful, the original recorded as follows:

"I can not help but evaluate a few words, from the 58 listing, additional, Tencent cooperation, we have not sent internal mail, people began to analyze the overall situation to their employees." The article is a dry market good, we are good, brothers effort three paragraph theory. I just want to ask a few words, Tencent 736 million can hold your company, see your company after a few months, why choose to be a small shareholder in 58, rather than your company? Why don't you tell the boys? Why quoted data only quoted May 2013 Eric's recruitment comparison data, Eric May 2014 data out, recruitment, real estate, yellow pages of different channels of comparison data have, why not take out to the brothers to see? has been said to move a good, why not list 91,360, pea pod, Baidu application of the various platforms download comparison, and the brothers said? I am a bit not calm, sometimes say to see the ball more calm, calm, calm. ”

Tencent shares 58, the industry does have a lot of Baidu, Ali evaluation took over the market wind, but the condition is to require holding, and the price is not very high. Baidu merger and acquisition requirements of the strategy is well-known, where to go, Archie Art, glutinous rice are, to "dry son." Alibaba also has from "package raise" toward dry son trend, the recent breath has held the gold, UC.

In all fairness, the possibility of Baidu and Alibaba taking over the market is real. The problem is that the competition of local life service is not only the competition of traffic, but also the scene and user relationship. It is clear that Tencent can give 58 of a large number of scenes extension, as well as the link between people, this is Baidu, Alibaba does not have.

From an investor's point of view, the burning of money for so many years, long before the exit time. Old shareholders difficult to continue with the vote, the new shareholders to come up with a huge amount of real money and "Tencent +58" combination of blood is too difficult, sold to Baidu Ali is also a good choice, see the specific valuation of how much. The rules of the game of capital are always cruel.

In such a background, Yiu Jingbo's stance naturally stimulated to net, any speech that would lead to a morale instability must respond. From this point of view, net counterattack is also in line with PR principles.

"How to avoid the glass heart: three advice"

Recently, a word on the Internet is very damp: glass heart.

Glass heart, refers to is very easy to be hit, psychological endurance is not strong, too vulnerable people. The literal meaning of the heart is too fragile, very vulnerable. The further implication is that you can joke about others. But resolutely cannot let others equally to oneself. The internet is generally used to mean this layer.

Over the past 20 years, China's Internet arena has not had a day of peace. Every day is not a quarrel, is hype.

Some people have jokingly said, "China's internet, it can also be called China Internet Entertainment Network." Really, every day guise. First-line internet companies in the public relations, there are planning, writing, media, p map, data, new media, almost like a mini editorial office. They manipulate the ability of media public opinion, absolute instantaneous second traditional PR company and general media.

All industries are media industry, the essence of the Internet is connected, so the media attributes stronger, internet companies know how to use the media energy. Zhang's early years of Sohu, Jack Ma Alibaba, the late Zhou of 360, are recognized by the industry as a strong PR representative. Under this kind of demonstration effect, many internet companies basically take PR as brand to make. You see, how many Internet company's market department simply called "Public relations Marketing Department", the PR is bigger than the market.

In the foreseeable future, we will also live in the smoke, no integrity, destroy the three views of the Internet saliva. Give three advice to the bosses and dicks of all industries:

First of all, out of the mix, a little nerve. If there is a glass heart, a minute by the people hold. In addition to the real impact on the reputation and interests of the need to stabilize the ruthless hands, the other saliva is floating clouds.

Second, do not heed the attack of a weaker person. People with small beat big, you win is very normal, lose the row does not come. Knowing that there is a problem, someone asked "How to look at someone attacking you", one answer in the hundreds of answer seconds killed the whole court: "You know, better than you people are not free to talk to you." "Encounter porcelain to do?" Drive all know: Either ignore decisive go, or the other side has the flaw direct alarm.

Third, PR is just PR, not obsessed with PR. Although I did more than 10 years of marketing, participated in 3 IPOs, experienced 3Q war, really want to say, in addition to new product promotion, financing, listing, crisis of these specific periods of time, PR sincerity is the surface Kung fu, more or rely on products, rely on character, rely on strength to speak.

How can you get a glass heart? Let's all loose.

Wen/Wang Kuanxiong