Early
Tujing Pickle
A number of luxury brands that have opened branches in China have set off an apology wave in the past few days. From Versace to Coach to Givenchy, the tall brands have humbled down their body to spend from China.The reason is familiar: they are accused of harming China's sovereignty and territorial integrity, and hurting the feelings of the Chinese people.
This time, the first one was the Italian brand Versey. The brand's T -shirt design listed Hong Kong and Macau as a country. A large number of Chinese netizens were condemned to split China and advocate Hong Kong and Australia.Versace apologize quickly, but it is not the last one who needs to apologize.Under the investigation and search of the majority of netizens, a large wave of well -known international brands such as ASICS, Fresh, and Calvin Klein were also touched by a Chinese red line by the product or official website list.Complete respect for China's sovereignty and territorial integrity.
What worsen these brands is that Yang Mi, Liu Wen and other mainland celebrities spokesperson forces the contract quickly and draw the boundaries.Considering that the above is a well -known international brand, the endorsement fees must be expensive. The stars unilaterally illuminate the contract, and it is a decisive gesture.
Foreign brands have been bombarded to disrespect China's sovereignty or even insult to China.Last year, the Italian brand Dolga Banner (DG) caused the anger of public opinion due to the uglying of the publicity videos.dispute.However, it was rare to apologize to China in two days. It was rare to apologize to China.
Versace seems to be in a hurry to apologize and queue up for mercy, but the Chinese buy it?Netizens and official media are not so angry.
People's Daily Comments question: Is it useful to apologize?hellip; hellip; all companies that damage Chinese sovereignty should be alert, challenge the bottom line of principles, how far are you from cooling?Some netizens mocked, this is a large -scale serial apology public relations drama.
This time the concentrated outbreak of apology, in addition to letting people realize the power of Chinese consumers again, also reflects that even if many similar controversies have occurred before, the so -called incorrect foreign brands are still a lot.The parties may choose to close one eye before, but the current situation of Hong Kong and the international situation has triggered more sensitive emotions for officials and citizens to national sovereignty, so that foreign brands have concentrated on the outbreak of land mines that are not sensitive to Chinese territorial sovereignty.
One key issue is why some of the previous brand's experience in brewing public relations disaster is not enough to constitute the lesson of the front car?Although many Chinese official media have accused these brands of challenge the bottom line of China's sovereignty, the fundamental purpose of the brand is to make money. It is believed that most of them are unlikely to have a clear or provocative political position.
What's more likely, these brands still have misjudgment and blind spots in the Chinese market, and they still do not understand the cultural taboos and pain points of Chinese consumers.This is reminiscent of the DG advertisement starring the Chinese stereotyped impression of the Chinese stereotype last year. The brand believes that they are humorously representing China, but Chinese consumers are angry.
It is true that foreign luxury fashion brands may not be fully understood.At the same time, it must be pointed out that some Chinese netizens have checked the details of each brand, attacking the stars who have been accused of insulting Chinese brands, and their behavior makes people feel quite terrible.However, with the changes and demands and demands of consumers, these big international brands now have to face the existence of the emotions of the shareholders.From the phenomenon of this queuing apology, these brands obviously have quickly measured their interests, at least recognizing the importance of political correctness.
Take a step back, China is now increasingly dangerous to the external environment: China and the United States have a comprehensive game. Huawei, a Chinese brand that shoulder the country's hopes, is crazy about the United States, the Western public opinion may not be friendly, the issues of Hong Kong are constantly intensified;Thinking about it, all this makes the people's emotions more restless, the worry and insecurity of national sovereignty issues are stronger, and the emotional bursting points are naturally more.
These have made the positions of big European and American brands more and more embarrassing, and they are as thin as ice.The apologies set off by luxury brands this time are like the unfortunate product of disturbing the situation; on the one hand, Chinese netizens should accept it, and on the other hand, apology is also a lesson for various brands, showing that they value the most popular fashion taste.The respect with national feelings seems to have become the way to deal with contemporary Chinese consumers.
