唐顿庄园小鹏的泪别纸巾，特斯拉的三分糖奶茶……为何温情牌爱翻车？_我的网站
A | 车主女儿还在纸条写下对G3的不舍和感激，“小鹏，不管天涯海角，我们都是朋友，谢谢你，你贴心为我放音乐，为我父母导航，我即使结交新朋友，也不会忘你，我祝你到新家，快乐、幸福”，还手绘了一张小鹏G3的简笔图。  Industry data showed that Chinese vendors accounted for more than 97 percent of global humanoid robot shipments in the first half of 2026. Additionally, Chinese robotics firm Unitree Robotics began its share subscription process for its listing on Shanghai's stock market, becoming the first humanoid robot A-share stock. The global humanoid robot shipments reached approximately 19,100 units in the first half of the year, surging 272 percent year-on-year. The market saw a leadership shift, with Chinese robotic company AGIBOT overtaking Unitree to become the world's largest humanoid robot vendor. China also represented more than 85 percent of global demand, according to the latest research from Smart Analytics Global (SAG). As the former global leader in 2025 with annual shipments of 5,500 units, Unitree Robotics set its IPO offering price at 150.8 yuan ($22.35) per share on Monday. The initial public offering (IPO) is expected to raise 6.1 billion yuan, meaning an estimated market capitalization of around 61 billion yuan, according to media reports. The final online subscription winning rate will be 0.0181 percent, Unitree said on Monday. The breakthroughs in humanoid robotics represent the latest landmark of China's booming "new new three" industries, which are emerging as core pillars driving the country's high-end manufacturing upgrade, export expansion and future economic growth. Driving forces The rapid and comprehensive rise of China's robotic sector stems not merely from policy incentives, but from integrated advantages in complete manufacturing chains, forward-looking institutional arrangements and massive real-world application scenarios, industry analysts noted. "The answer lies not in mere policy slogans, but in the synergies rooted in its manufacturing base, early institutional frameworks, and vast application scenarios. These factors have driven the 'new new three' industries onto the global stage," Zhang Xiaorong, director of the Beijing-based Cutting-Edge Technology Research Institute, told the Global Times on Monday. A robust supply chain has been decisive. The localization rates across China's robot industry chain have risen markedly in 2026, with core components shifting to domestic control, CCTV News reported, citing an executive of a Shenzhen-based robot company, who said that more than 90 percent of key parts for its humanoid robots are sourced domestically. "No other market is better suited for the robotic industry than China," the executive said. Institutional analysis noted that the domestic production rate of Unitree Robotics' supply chain reaches 90 percent, while all core components are fully self-developed. Zhang also said the large domestic market serves as a unique testing ground. "Strong robot exports reflect advances in complete machine design, system integration, scenario algorithms, rapid delivery, and cost control, alongside continued localization of reducers, servo systems, and sensors. Large-scale applications in new energy vehicles, electronics manufacturing, and warehousing provide frequent iteration and engineering validation," said Zhang. Institutional foresight also played a role. Robot manufacturing was first listed as an independent industry in the national standard for industry classification in October 2017, with sub-categories including "industrial robot manufacturing" and "special operation robot manufacturing" following in 2023. Analysts noted that this early classification facilitated later policy support, capital-market positioning, and statistical monitoring. In June 2026, several ministries launched a special program for real-scenario training of humanoid robots and embodied AI. Customs adjustments, effective from January 1, added specific tariff codes for intelligent biomimetic and cleaning robots, simplifying export clearance. Insurance coverage also followed. In June, China Export & Credit Insurance Corp issued an insurance policy for AGIBOT's embodied robot export project, providing overseas risk coverage. Supported by complete industrial chains, rich scenarios and systematic policy guarantees, China's robotic sector has built an unshakable global edge, experts noted. A faster pace Official data showed that China has more than 400 complete humanoid robot models - over half the global total - while quadruped robots account for nearly 70 percent of worldwide sales. "China may produce more than 100,000 humanoid robots this year, with even higher growth expected in the following years, pointing to long-term opportunities in a sector with deep potential," Yang Delong, chief economist at Shenzhen-based First Seafront Fund, told the Global Times on Monday. China's robot export momentum has also reached new heights. After becoming a net exporter of industrial robots for the first time in 2025, China's industrial robot exports reached 6.29 billion yuan in the first half of 2026, reaching 141 countries and regions, official statistics show. Surgical robot exports rose 3.3 times year-on-year. Overall robot exports grew 359 percent. AGIBOT, the champion of humanoid robot shipment so far this year, illustrated the rapid scaling: Its 15,000th embodied AI robot rolled off the line on June 28, less than three months after the 10,000-unit milestone. All units are being delivered to domestic and overseas customers for use in 3C (computer, communication and consumer electronics) manufacturing, warehousing and logistics, and commercial services, AGIBOT told the Global Times. Jiang Qingsong, company partner and co-president of AGIBOT, told the Global Times on Monday that the company aims for overseas sales to exceed 30 percent of its total in 2026 and potentially surpass 50 percent later. Strong progress in robotics is closely backed by China's booming artificial intelligence sector. Hugging Face's latest report found that over the past year, "Chinese models quickly accounted for the plurality or 41 percent of downloads," surpassing the US for the first time. On the OpenRouter platform, Chinese AI models' token usage reached 34.25 trillion in the week ended Sunday, meaning roughly half of global share, while remaining ahead of US models for the 15th consecutive week. Yang noted that China's AI progress is supporting growth across six frontier sectors - robotics, semiconductors, computing power and algorithms, commercial spaceflight, solid-state batteries, and biomedicine. In terms of innovative drugs, by the end of 2025, China had 4,751 innovative drugs in development - 33.7 percent of the world total - making it the global leader in the pipeline. Outbound licensing deals totaled about $110 billion in the first half of 2026 - already 80 percent of the full-year 2025 figure - with Chinese firms occupying eight of the global top 10 pharma deals. During the same period, 38 innovative drugs were approved, according to data from National Medical Products Administration. Benefit the world The vigorous rise of the "new new three" industries marks China's third major upgrade in export structure, following the traditional "old three" (garments, furniture and home appliances) and the "new three" (new energy vehicles, lithium-ion batteries and photovoltaics). Each industrial iteration features higher technological content, stronger innovation capacity and deeper integration into the global economy. China's breakthroughs in robotics, AI and innovative medicine deliver tangible benefits to global industries and consumers. For example, AGIBOT's European representative Sandy Liu told the Global Times that universities and large manufacturers in automotive and warehousing are the company's main users in Europe, driven by rising labor costs and the need for new solutions. Chinese open-source AI models have transformed high-end artificial intelligence technology from exclusive luxury resources into affordable, accessible digital infrastructure, benefiting global startups and developing economies. Innovative drug outbound licensing also accelerates global research collaboration and improves global patient access to cutting-edge treatments, analysts pointed out. China's role in global trade is shifting from single manufacturing links toward a deeper embedding in technology, systems, and standards. What remains constant is the innovation that injects valuable certainty into the world economy and supports more inclusive globalization, analysts noted. 。 何小鹏表示，这件事一天的时间传遍了整个公司。“这张纸条激励了我们很多人，让我们更加坚信，我们做的这件事情是多么的有意义。但我们还有很多地方都做得不够好，我们真的还需要更加努力，真正提高所有鹏友的满意度。
B | 最后想说，鹏友，谢谢你！希望今后的日子G9能够陪伴你走过更美好的人生！”
C | 首先是买热推被人觉得太刻意，本来就是温情牌，加了钱就变味了。
D | 还有纸巾是如何一天传遍全公司的。因为门店在西安，何小鹏远在广东的公司里。有人认为小孩子刻意向工作人员要纸巾，而不是直接要纸来留言作画，还偷偷藏在车里，有点不太符合常理。
E | 毕竟纸巾在店里应该很容易获得，再个擦眼泪和写字作画还是很容易区分的。也有人认为小朋友的字和画都太“好”了，暗示是代写的。事实上，不少报道用来描述大佬的创业史，也喜欢提到纸巾的梗。比如在纸巾上写上了创业计划拉来投资这种戏码。
F | 或许小鹏不需要过多描述细节，只要写两三句话写清事实即可。既能达到营销效果，又不会被认为过度营销。网友的文案：“家里用G3置换G9后，小姑娘在门店给我们留下了这张纸巾。
G | 还没到寒冬腊月，但心里已然温暖如春。”这是不是比何小鹏那段会好一点呢？另外，不知道何小鹏的文案是他自己写的，还是市场部的同事提供的，但何小鹏不是因为文案第一次翻车了。去年4月份，何小鹏用车主的脑部核磁图做宣传，也是脑洞大开，当时引发广泛争议，后来何小鹏也主动删了该条微博。
H | 当时特斯拉刚刚经历过上海车展的维权，还处于舆论的风口浪尖。突然在一天晚上快12点时，特斯拉官方微博就发了一条长微博。大意就是承受了巨大压力，但是车主们对特斯拉很支持，各地的服务中心和门店陆续收到车友们自发送过来的各种慰问品，有奶茶、甜品等等。甚至奶茶还备注了三分糖、少冰等细致的口味要求，引得一众网友质疑。
I | 当时某手机品牌员工发了一条微博，大意就是自己凭借自家手机，让餐厅负责人免单，还被免费从硬座升舱到卧铺。
J | 虽然上述三家企业都具有互联网基因，很多互联网的营销方式都可以用。但这几家都是偏硬件的互联网企业，产品和服务才是第一位，用温情的手法可以，但必须主次分明。比如在小鹏的例子中，想用温情牌也可以，但别太用力了。所以这个尺度要把握好。要知道，痛哭未必伤心，真情未必落泪。过度强调产品带来的情感效果，显然是不合适的。毕竟，硬件企业的粉丝文化还是和娱乐圈的饭圈不一样的，总想寻求情感上诉求是忌讳。另外打温情牌的时机也很重要。
K | 去年特斯拉正在质量风波中，最需要的是证明产品质量，而不是深夜给自己写了一封充满委屈的鼓励信。当然，如果这封信是对内的就没啥问题。对外就显得有点矫情了。在负面舆论之下，温情牌很容易被认为是对冲的策略，也容易被解读为自导自演的感动。事实上，只要是温情牌就会遭受质疑，因为大众的情感感知是有很大差异的。
L | 同一件事就会不同的解读，硬件产品好控制，大众情绪可不是好掌控的，搞不好就要翻车。更何况，在现在营销泛滥的时代，温情牌早就被用烂了，效果也大打折扣。以后温情牌还是少用吧，起码别再加热推了。
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