Mainland Center/Reported by Chen Jialing
“Jitu Express” is a global express delivery company. It was looking for Messi to endorse it, but unexpectedly it was affected by the controversy caused by the event. (Picture/Screen flip)
Messi was invited with the American Inter Miami team to play an exhibition match with the Hong Kong League team in Hong Kong on the 4th of this month. However, he did not play the game for some reason. After the fans in mainland and Hong Kong were furious, they actually brought down the “extreme” people who were looking for Messi to endorse at the time. Many netizens called for a boycott of the “Rabbit Express” express delivery brand, and the majority of netizens also asked the brand to replace its spokesperson Messi. However, the company responded that “Jitu Express has no shortage of resources.” Unexpectedly, the failure to put out the fire angered many mainland netizens.
At the 2022 Qatar World Cup, Messi moved fans around the world, including mainland fans, after leading the Argentina national team to win the “Hercules Cup”. The mainland express delivery company “Jitu Express” immediately announced with a high profile on November 26 of that year that it hired Messi to become the company’s global brand spokesperson. “Next, we will work hand in hand to deliver more surprises to everyone.” Messi himself also recorded a short video at the time, announcing that he would become the brand ambassador of Jitu Express.
At that time, Messi’s endorsement fee as the new tourism ambassador of Saudi Arabia was as high as 100 million euros. Jitu announced Messi as its global brand spokesperson at this time, earning enough attention. However, with the Messi effect fermenting this time, many mainland netizens have begun to express their anger at “Jitu”.
According to mainland media, many netizens left messages on Jitu’s official website to boycott and demanded that Messi be replaced as the spokesperson. “When buying anything from now on, please note that Jitu will not buy it. Anyway, they will not miss our order.” All Jitu products will be rejected. I will see which e-commerce company dares to use them.” Shanghai’s China Business News reported that Jitu said “Jitu has no shortage of resources” in response to the vast number of netizens’ responses. This message further angered many mainland netizens and even became a trending topic on Weibo. Although Jitu later claimed that it was not an official message, it already triggered a boycott effect.
According to “Interface News”, Jitu is a special existence in the Chinese market. Jitu Express was founded in 2015. Its express network mainly focuses on the Southeast Asian market. It will officially enter the Chinese market in early 2020. After acquiring Best Express in 2021, Jitu has turned its target to the global market and has successively deployed in the Middle East and North Africa such as Saudi Arabia and the United Arab Emirates, as well as Latin America such as Mexico and Brazil.
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2024-02-12 02:42:57
