Summary of Key Points
The “Bamboo Cicada” toy has become a trending meme due to its sound resembling Yu Chengdong’s exclamation “Wow” during the launch of the Huawei Ask Mate M9. While netizens and businesses have used this meme for marketing purposes, it has led to Huawei taking legal action (sending out legal notices and removing related videos), sparking discussions about the relationship between Huawei and the public. The article argues that Huawei, once viewed by the public as an “one of us” due to its resilient image, has lost its down-to-earth approach as it has grown larger. The company’s strict risk tolerance policies have created a distance between it and ordinary people; true giants should learn to tolerate friendly teasing and maintain a relaxed attitude to stay connected with the masses.
1. The “Bamboo Cicada” Meme: Not Infringement, but a Form of Public Teasing
The “Bamboo Cicada” was originally a childhood toy that gained popularity when its sound resembled Yu Chengdong’s “Wow.” Netizens paired it with symphonic music and tagged it as the “best toy under ten million yuan,” while businesses added keywords like “sound similar to Ask Mate M9.” This is not malicious criticism but a small source of entertainment in an otherwise dull news landscape—similar to how people joke about Wang Jianlin’s “small goals” or Jack Ma’s regrets regarding Alibaba. These memes are not created by the companies but have become part of the public’s collective memory of them. However, Huawei’s aggressive response (removing videos and issuing legal notices) has turned what was once a lighthearted joke into a serious issue, leaving people wondering why such a small toy would provoke such a strong reaction.
2. Huawei Used to Be Close to Us: From “One of Us” to a Sense of Distance
In the past, when Huawei faced sanctions and chip shortages from the US, it was seen as a resilient hero by the public. Buying Huawei phones was more than just a consumer act; it was a way to support a company that seemed to stand with the people. Even minor issues (like pricing controversies) were tolerated because Huawei was perceived as on the same side. But as Huawei grew into a giant, this perception changed. The firm’s tough legal stance has created a sense of distance, making people feel that the closeness they once had with the brand is gone.
3. An Overly Strict Organization Can’t Appreciate Jokes: The Double-Edged Sword of Defense Mechanisms
Huawei’s success in the chip and sanctions battles stems from its aggressive approach, but this has also made it highly sensitive to potential threats. Its strict risk management policies, including those from legal and compliance departments, often interpret even harmless memes as infringements. In contrast, founder Ren Zhengfei was more approachable, discussing personal matters like using Apple products or talking about raising pigs, which helped bridge the gap with the public. However, this level of inclusiveness at the top has been lost at the execution level.
4. What Other Giants Do? Tolerating Memes Becomes a Brand Asset
Other companies handle such situations more flexibly:
- Lei Jun didn’t ban the “Are you OK?” meme but used it for self-mockery, turning it into a symbol of Xiaomi’s relatable image;
- Tencent turned memes about its “Goose Factory” and “Penguin” into official mascots;
- DingTalk turned a crisis during the pandemic into a victory by appealing to netizens.
Although Huawei’s scale and mission are unique, these strategies are universally applicable: once a brand becomes part of people’s lives, it must relinquish some control over how it is perceived—it can’t only accept praise and block all forms of criticism.
5. What Giants Need to Learn: To Laugh at Jokes and Maintain a Relaxed Attitude
While startups need to be tough and competitive, giants must be flexible and inclusive. The public doesn’t admire “perfect, aloof heroes” but those who are capable and willing to share in humor. Huawei has proven its resilience, but now it needs to show that it can also appreciate harmless jokes. The “Bamboo Cicada” meme reflects the awkwardness of a giant within a grand narrative; companies can grow stronger, but they shouldn’t become increasingly distant from ordinary people. What truly matters is maintaining a sense of accessibility and warmth.
(Aside: The article mentions that another article about Huawei was previously criticized but rejected by WeChat, and the author urges Huawei’s legal team to be more lenient, emphasizing that this piece is based on facts and lacks any malicious intent.)