案例库 · 广告与公关 · 市场决策 · 2025
这条还没译成中文，下面是英文原文。
Arcfox scrubbed its 4-month-old ambassador the night a gaokao fraud notice broke
Arcfox signed Nair Naxi in February 2025 to front its EV launch; by June its customer service was denying any future plans with her at all.
Arcfox (BAIC Group) · Armani Beauty · Heytea (霸王茶姬) · 2025-06-23
怎么回事
Arcfox, the EV brand under BAIC Group, signed actress Nair Naxi as brand ambassador in February 2025 under the slogan 'Pioneer Strength, Breaking Boundaries', and she spent the following months posting about the cars to her fanbase on Weibo.
On 23 June 2025, Inner Mongolia's education department confirmed it was investigating Nair Naxi over her gaokao registration years earlier, after reports she was recorded as a current student at a Hohhot school with no actual enrollment there. Within hours, Arcfox deleted her campaign material from its official account; Armani Beauty said its contract with her had simply expired, and Heytea pulled her posts without comment.
Arcfox's customer service told reporters the partnership 'has already ended, with no further plans to work together' — four months after the ambassadorship began — but declined to say exactly when it had ended, leaving the exit undated even as the brand cut every visible tie.
为什么会这样
- An ambassador is bought for the fanbase she brings, and a fraud investigation converts that same fanbase into the thing a brand has to be seen distancing itself from
- Arcfox's own answer — 'no further plans', not 'we ended the contract on X date' — shows a brand choosing an undated exit over a clean one, so no single moment could be pinned on the scandal
- Multiple sponsors moved within the same day, without coordinating: once one brand's silence read as tacit endorsement, staying associated became the costlier option for all of them
教训
Arcfox bought four months of goodwill from an ambassador deal and spent one evening deleting it — a brand's fastest asset to build is also its fastest to erase.
后来呢
Arcfox's customer service confirmed the partnership had ended with no plans to resume it. Armani Beauty and Heytea also removed her promotional content within the same news cycle. No brand named a financial figure or reinstated her afterward.
资料来源
发现哪里写错了？告诉我们。
类似的案例
这家公司栽倒的地方，别处有人漂亮地解开过。 第二意见 →
Comments · 0
登录 后就能评论。