I have been using Rising anti-virus software for some time. Recently, when I turned on my computer, I found that Rising's "Statement" window frequently popped up in the lower right corner, so I got to know more about this matter. Here, Li Xinrong briefly talks about event marketing in the tit-for-tat showdown between Rising and 360.
A brief review of the event
Since the launch of 360 and the announcement of "permanently free", it has broken the charging situation for anti-virus software. Therefore, it has "irritated" major anti-virus software manufacturers to a lot of extent. Rising is the first manufacturer to "showdown" with 360. In the following years, the two sides continued to engage in a "war of words" and pointed out each other's "wrongs."
On January 23, 2010, Polish security organization NTInternals issued an announcement stating that it secretly reported two vulnerabilities in Rising anti-virus software to Rising a year ago. However, Rising has only "partially repaired" the first vulnerability so far, and the second vulnerability has "not been repaired at all." As soon as the news came out, 360 immediately interpreted and spread it from all angles.
Rising then responded quickly and said it had already dealt with the vulnerability, emphasizing that dozens of such vulnerabilities have appeared in many well-known international manufacturers. Since the vulnerability "cannot be realized through the network and the threat level is extremely low", it is usually processed. Routine upgrade processing.
Then 360 also rebutted, pointing out that Rising's vulnerabilities have not been patched, and attack codes that exploit these two vulnerabilities have begun to spread widely, and provide emergency temporary patches for Rising users to install.
Of course, Rising denied this and accused 360 of installing "backdoors" for users. And the official statement said, "We hope that Qihoo will disclose the source code of the "backdoor" for users to install as soon as possible, clarify the real purpose of this "backdoor", and make corrections as soon as possible. We sincerely hope that the company that originally produced the rogue software can join the Come to the security industry and don’t try to use “free rogue software” to invade user privacy.”
At the same time, 360 urgently fixed the vulnerability and issued an official thank-you letter, stating that "loopholes may occur in any software" and "it is not terrible to have loopholes. The key is whether you can publicly acknowledge the vulnerability after discovering it and solve it in a timely manner. It is an important line to distinguish whether a security manufacturer is responsible or not." and other statements questioned Rising's attitude towards the problem and its responsibility to users.
Until this time (2010-02-03), 360 has published the latest official article "360 Statement: 360 Antivirus surpassed its opponents and became the first in the market to be slandered by Rising's "backdoor"."
Although the above is a brief review of the incident, it is obvious that the two major anti-virus manufacturers have escalated from a "war of words" to "accusations" and even "slanders" against each other.
Looking at marketing from events
Let’s put aside the right and wrong of both parties. From the perspective of marketing and research, 360 took advantage of its own advantages and the shortcomings of its opponents to make a fuss about Rising’s attitude in handling the problem, because users were concerned about the product. Along with quality, we always pay great attention to the attitude of the manufacturer. Therefore, Rising’s attitude towards handling the problem allowed 360 to seize the weakness and make a fuss about it. In addition, there are a large number of third-party messages under the article expressing dissatisfaction with Rising. It is obvious that Rising users who have read such articles must have lost confidence.
After 360 "cleansed" users' minds through the above events and articles, most users' "hearts" were already fragile. 360 seized the opportunity and launched the "360 Antivirus Dual Engine Edition" to attract users' attention and demonstrate its performance and effects to users. I believe that 360's old users will have more confidence in its products at this time, and most of Rising's old users will also be attracted by Rising's negative information and 360's new products, and turn to 360 products.
Regardless of whether the above analysis is thorough or not, 360 is good in research. At least it has done enough to grasp the user's psychology and attack the opponent's shortcomings without losing its normality. This method is worthy of all those engaged in marketing and promotion. Friends learn from it. As for how Rising should clean up the "stall" next and how to regain the "heart" of users, it is very critical and will be more worthy of our learning.
Finally, I believe everyone knows who Li Xinrong is. I am not debating on any side, nor am I a gunman on any side. This article only analyzes the marketing of this event. Even if the analysis is not thorough enough, I still hope that everyone can learn something from it.
Tips: If you want to see more articles by the author, please search: Li Xinrong or visit Li Xinrong’s official blog http://www.00202.cn/
Copyright statement: Free reprinting is welcome. Please retain the original author information when reprinting. Thank you for your cooperation!