Advertising law can’t control the ＂big mouth＂ and takes pains to shout the new word ＂generational leadership＂

The former phrase "Far ahead" can be said to have gained a lot of attention and traffic for Huawei Yu Chengdong, but it is also this phrase "Far ahead" that has made Yu Chengdong the target of public criticism in the marketing circle, and even more, it has been "forbidden" for allegedly violating the advertising law.

Although Mr. Yu repeatedly publicly denied the rumor that he was banned from being "far ahead" once, and said that because "those four words" were called rotten by everyone, Mr. Yu was unwilling to say it, and there was no fine. Ren Zhengfei, founder of Netcom Huawei, forbids Yu Chengdong to use "far ahead", and every time he mentions "far ahead", he will be fined 10,000 yuan. In this regard, Yu Chengdong has responded that it is a rumor.

Yu chengdong’s new term "generational leadership"

On September 10th this year, at Huawei’s autumn new product launch conference, Yu Chengdong, the chairman of Huawei BG Terminal, once again released his words: "Unmodestly speaking, Huawei’s ADS3.0 intelligent driving system is the most powerful and safest intelligent driving system in the world at present after comprehensive evaluation, and it is the" generational leading ","generational leading "and the world’s strongest and safest new words and extreme words once again put Yu Chengdong on suspicion.

According to the introduction of professional legal practitioners, China’s advertising law aims to curb the excessive propaganda behavior of enterprises, explicitly prohibit the use of extreme words such as "most" in advertisements, and highlight its own products by belittling its opponents. This regulation sets strict requirements on the authenticity, legality and integrity of advertising content, and ensures that advertisements will not mislead consumers, which is its core principle. However, Yu Chengdong’s previous expressions, such as "far ahead", are controversial because they touch the extreme vocabulary boundary of advertising law. To this end, he once chose "far beyond" as an alternative, in order to better meet the requirements of laws and regulations.

However, in the recent introduction of smart driving, Yu Chengdong once again adopted new limit expressions, such as "leading by generations" and "the best in the world". These words can easily be regarded as excessive exaggeration, which goes against the basic principles of advertising law. As a leading enterprise in the world, Huawei’s brand image and reputation are undoubtedly crucial. Therefore, when promoting products, Huawei should pay more attention to the authenticity and integrity of advertisements and avoid using false or misleading advertising terms that may mislead consumers.

At the same time, Huawei also needs to further strengthen the internal audit and management mechanism to ensure the compliance and integrity of advertising content, so as to safeguard its brand image and consumer rights. Although from the marketing effect, expressions such as "far ahead" and "the best in the world" have really attracted a lot of attention and achieved the purpose of gaining traffic, there are still defects in compliance. To sum up, although Yu Chengdong’s marketing strategy has achieved remarkable results in attracting attention, Huawei still needs to balance the relationship between marketing effect and advertising compliance to ensure the authenticity and integrity of advertising content, so as to maintain its long-term brand image and consumer trust.

Technological innovation behind "generational leadership"

Since Yu Chengdong put the word "far ahead" on fire, in fact, many business owners are following suit. For example, Lei Jun also used the word "far ahead" to make fun at his press conference. Objectively speaking, neither "far ahead" nor "leading by generations" can be used casually. If there is no matching technical strength, it is an exaggerated fraud.

Although Yu Chengdong was nicknamed "Yu Dazui" because he often made exaggerated remarks, most of his "big talk" came true according to the subsequent actual results. This style of doing things makes many users think that his remarks are not pure bragging, but based on objective facts. Although there are many exaggerated elements in them, they are not much different from the facts on the whole.

In the field of intelligent driving, the advent of Huawei ADS2.0 indicates that Huawei has become a leader in this field in China, and this position has been widely recognized by the industry. So far, no car company executives dare to claim to surpass Huawei in intelligent driving, and at most they just claim that they are also in the first echelon.

Judging from the actual performance, Huawei’s smart driving has a far greater presence on the Internet than other brands, which can be seen from the smart driving experience video and the small video of hedging that car owners spontaneously share. Huawei ADS2.0 is indeed in the leading position in China, and the launch of ADS3.0 has significantly improved the processing ability of complex scenes, and the driving experience is smoother, which has made significant progress compared with ADS2.0.

While other car companies are still trying to catch up with ADS2.0, Yu Chengdong claims that ADS3.0 has achieved "generational leadership". Although it is boastful, this statement is not entirely groundless. For competitors, if we despise Yu Chengdong’s remarks, it may be the moment when they face a crisis. Huawei is famous for its R&D strength. Once it has established its leading position, it will continue to increase its investment and expand its advantages, which is exactly what makes Huawei a "long-distance runner". Therefore, although Yu Chengdong’s remarks are exaggerated, the strength of Huawei in the field of intelligent driving reflected behind it cannot be underestimated.