一夜之间宝马公司损失了近5亿个冰淇淋！外刊的报道绝了

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“宝马MINI冰淇淋”事件

回顾视频

A video on China's YouTube-like platform Bilibili showed the German carmaker's Mini booth at the consumer show offering free ice cream to foreign visitors,but turning away Chinese customers.

类似YouTube的中国平台B站上的一段视频显示，在车展宝马Mini展台上，这家德国汽车制造商向外国访客提供免费冰淇淋,而中国消费者去领冰淇淋时，却被工作人员告知冰淇淋已发完。

booth：摊位、展位

Chinese internet users berated German automaker BMW (BMWG.DE) , accusing it of discrimination at the Shanghai auto show, because workers at its Mini booth favoured foreign over domestic visitors during an ice cream giveaway promotion..

——Reuters

中国网民抨击德国汽车制造商宝马（BMWG.DE）在上海车展上歧视中国人，因为旗下Mini展台的工作人员在派发冰激凌的促销活动中偏袒外国访客、歧视国内访客。

discrimination：歧视

Mini apologised for the incident in question, saying in a statement on its official Weibo account that it was caused by poor internal management and that it would improve training.

——Reuters

Mini就此事在其官方微博账户上发表声明，并表示道歉，称此事是由于内部管理不善所致，并将加强培训。

The hashtag "BMW Mini booth accused of discrimination" had amassed more than 190 million views and 11,000 discussions on Weibo as of Thursday afternoon.

截至周四下午，在微博上，“宝马Mini展台被指区别对待中外访客”的话题已经获得超过1.9亿浏览量和1.1万条讨论。

public relations backlashes

公关危机

CNN的报道更是一言中的！

Hong Kong CNN— BMW has landed in hot water in China over tubs of ice cream.

CNN香港报道冰激凌事件让宝马如落汤之蟹，苦不堪言。

宝马MINI，你只会道歉吗？

第一次道歉

4月20日

宝马MINI在上海车展上

被质疑区别对待中国和外国访客

相关话题登上热搜榜首

宝马MINI随后致歉

“We offer our sincere apology for that."

对此，我们表示诚挚的歉意。

△引发热议的视频截图

第二次道歉

4月21日

宝马MINI品牌再次致歉

表示预留了一部分冰淇淋给现场的同事

视频内的“老外”

是MINI品牌工作人员

并佩戴了员工胸牌

对于宝马MINI的再次道歉

其中一句反问被网友吐槽

并表示不买账

↓↓↓

MINI中国对流程疏忽和管理不细致致歉。

MINI中国的反问式道歉：

“事件当中的两位礼仪小姐姐也是刚刚踏入社会的年轻人，

可不可以请大家给她们多点宽容和空间？”

再一次引爆评论区

↓↓↓

此次道歉声明中，宝马MINI依然只字不提区别对待中外访客，反而用反问句式要求网友宽容两位礼仪小姐姐，网友纷纷表示道歉避重就轻、毫无诚意，不接受道歉。

中国在2022年仍为宝马最大的汽车市场

连续冲上热搜之后

路透社、每日邮报、BBC、CNN等国外媒体也纷纷报道了此事。

来源：外媒报道截图

解读外刊标题

关于本次事件，各大媒体的标题非常巧妙：

CNN：meltdown

meltdown：(公司、机构、系统等的) 突然崩溃

路透社：skid into、mele，生动地表达了宝马陷入“冰淇淋门”

1、skid表示打滑的意思

BMW skids into~ 用词一语双关，很巧妙

2、melee 混乱（的局面）

BBC：uproar

uproar：呐喊；怒吼；强烈的抗议

一

可以说

这是史上最贵冰淇淋了

一夜之间

宝马市值蒸发了

超150亿元人民币

宝马Mini发放的冰淇淋

来自Luneurs，单球35元

按此计算

宝马蒸发市值

能买近5亿个冰淇淋

第三次道歉

继@MINI中国连发两次道歉信后

宝马公司又又又在Ins上道歉了。

宝马公司的英文道歉信

来源：Ins截图

相较于@MINI中国 @宝马中国拉黑删评一条龙的谜之操作，这封英文道歉信倒是的诚恳了不少。最起码直面了种族歧视问题，并表示会“确保这种情况不再发生”。

外媒报道

From: BBC

Shanghai Auto Show: Mini responds to Chinese ice cream racism uproar

From: BBC

UK-based carmaker Mini has responded to an internet uproar in China accusing it of racism at the Shanghai Auto Show.

总部位于英国的汽车制造商MINI回应了中国互联网上对其在上海车展上种族歧视的指责。

A video from the event appeared to show Mini staff offering ice cream to foreigners while refusing to give it to Chinese visitors.

现场视频显示，MINI工作人员拒绝向中国参展者提供冰淇凌，却提供给外国人。

Mini China, which is owned by Germany's BMW, said the workers were distributing the treats to company employees.

德国宝马（BMW）旗下的MINI中国表示，这些工作人员是在向公司员工分发冰淇凌。

However, it also said that it was "deeply sorry for the negative mood the incident brought on everyone".

然而，该公司也表示，“对给大家带来的负面体验和心情，我们再次深深地表示歉意。”

In a statement posted on Chinese social media platform Weibo, Mini China said it had given out a total of 600 ice creams during show on 18 and 19 April.

在中国社交媒体平台微博上发布的一份声明中，MINI中国表示，在4月18日和19日的展会上，共发放了600份冰淇淋。

"In addition to distributing 300 portions of ice cream per day, we also reserved a very small portion for our hardworking colleagues on-site," Mini China said.

“除了每天300份的发放外，我们还预留了非常少的一部分给我们现场非常辛苦的同事，”MINI中国称。

"The four to five foreigners you see in the video are colleagues who are wearing employee badges," it added.

“大家视频里看到的4-5个‘老外’就是同事，他们佩戴了员工胸牌，”MINI中国补充道。

The company also said the incident resulted from lapses in management and training, and called for consideration towards staff in the video.

该公司还表示，该事件是由于流程的疏忽和管理的不细致，并呼吁给视频中的工作人员多点宽容。

In an earlier statement, Mini China said the giveaway was "intended to give sweetness to friends big and small".

在早些时候的一份声明中，MINI中国表示，此次赠品“旨在给大小朋友送上一份甜蜜”。

BMW did not immediately respond to a BBC request for further comment on Friday.

周五，宝马公司没有立即回应英国广播公司（BBC）的进一步置评请求。

The topic "BMW Mini" quickly became one of the top searches on Weibo, with over 93 million views.

“宝马MINI”迅速成为微博上的热门话题之一，浏览量超过9300万。

The comments were largely negative. "You should have specified that the initial purpose was to give 'foreign' big and small friends sweetness," said a post that drew more than 165,000 likes.

评论大多是负面的。“活动本意是给逛展的大小‘外国’朋友送上一份甜蜜，请写明确一些，”一条获得了16.5万多赞的评论写道。

"I feel ashamed as a Mini owner," said another user.

“作为MINI车主，我感到羞愧，”另一位用户说。

The incident spurred one vlogger to give out ice cream in front of Mini's auto show booth.

这一事件促使一名视频博主在MINI展台前分发冰淇淋。

"I was just angry, and I only gave it to Chinese people," he told Chinese media outlet Jimu News.

“就是很气愤，而且我只发给中国人，”他告诉中国媒体极目新闻。

However, other social media users called for calm. "Let's treat this reasonable. No matter what type of explanation [Mini gives], there are always going to be people who disagree," said a post that drew several negative reactions.

然而，其他社交媒体用户呼吁保持冷静。“让我们理性对待此事。无论[MINI给出]什么样的解释，总会有人不满，”一篇引起几个负面评论的帖子写道。

"We shouldn't excessively magnify a problem to become a question of principle or an ideological issue," wrote Hu Xijin, the former editor-in-chief of state-owned newspaper Global Times.

“我们不过度对事情上纲上线，不过度做道义追究，”国有报纸《环球时报》前总编辑胡锡进写道。

"Let the staff learn their lessons and let their future events return to normal as much as possible. Let's avoid other vendors getting nervous because of this," he added.

“给参展方和工作人员总结经验，（调整、完善接待工作应有的机会，）让他们之后的参展尽量恢复正常，也避免其他参展方产生连带紧张，”他补充道。

Last week, French luxury label Dior was also accused of racism on Chinese social media over an advertisement showing an Asian model pulling up the corner of her eye.

上周，法国奢侈品牌迪奥（Dior）也因一则广告展示一名亚洲模特“拉眼角”而在中国社交媒体上被指控种族主义。

The picture, promoting Dior's new makeup collection, was swiftly taken down.

这张宣传迪奥新彩妆系列的照片很快被撤下。

This was not the first time Dior has been caught up in controversy in China, one of its biggest markets.

这并不是迪奥第一次在其最大的市场之一中国陷入争议。

In 2022, it was accused of "culturally appropriating" a Chinese traditional design for one of its skirts.

2022年，该公司被指在一款裙子上“文化挪用”了中国传统设计。

Earlier that year, a Chinese snack brand also drew criticism for using a model with narrow eyes in its advertisements.

同年早些时候，一家中国零食品牌也因在广告中使用眯眼模特而受到批评。

半遮半掩的回应只会激起更大的舆论热浪

宝马MINI方面的权威、详细回应才是关键

宝马MINI，你只会道歉吗？