Chinese mainland apologize.
Author | Don Quixote
Source | Tian Tian Finance 116
On the issue of China's territory, where luxury brands have collectively "overturned", Bulgari has touched the red line.
Bulgari then apologized.
But the amount of "sincerity" is not high enough.
The second rollover and a grudging apology
Earlier on the 11th, Bulgari was exposed that on the page of its overseas official website "All Stores", Taiwan was placed in the same column as China, Japan, Singapore and other countries in the Asian market drop-down column.
This is a low-level mistake, and can even be considered a heuristic.
From the outbreak of public opinion to the hot search for several hours after the relevant terms, Bulgari's apology was long overdue.
If there were no strong doubts from countless netizens, I am afraid that Bulgari might not have come forward to apologize that night.
Even if he apologized, he only used "a problem of the web technology department" to clear up the responsibility, and the few words such as "management negligence" and "misidentification of the logo" were obviously difficult to convince.
Just as the so-called don't apologize on Weibo every time, make it "exclusive"Chinese mainland, should be issued simultaneously on all external accounts, is to realize the seriousness of the problem, and really show the sincerity to solve the problem.
Here are two small details worth considering.
First, after searching for Bulgari's official website, if the IP is positioned in the Chinese mainland, you cannot see the interface on the map.
Second, it was not the Bulgari Group that apologized this time, but the Bulgari branch. The sincerity of this apology is to be compromised.
In the words of People's Daily Commentary, "This kind of apology is not high enough and not timely enough." ”
Why do you say that?
As early as January 2018, @人民日报在文章 "In addition to Marriott, ZARA, CHANEL, Bulgari... Even did the same" named Bulgari, saying that at that time, in the "Select Country" drop-down menu of "Find the nearest store" on the official website of the Chinese, "China" and "Taiwan" were juxtaposed.
More than five years have passed, and the same problem has appeared on the overseas official website again, and even learned to be smart and dumped the pot to a third-party international service provider.
Therefore, it is difficult to say that Bulgari's apology claims that "the position of respecting China's sovereignty and territorial integrity is, as always, unwavering."
In the "Can you accept Bulgari's apology" poll released by the media, 75% of netizens chose "can't".
For the sake of money, admit your mistake to the owner
Maybe in Bulgari's heart, I thought that I apologized, what else do I want?
After all, if the mistake is discovered, the money also wants to continue to earn.
In Hu Xijin's opinion, "I estimate that Bulgari's apology will be limited to the Chinese world, that is, China's media and social platforms, and it will not go to Western mainstream media and social platforms to apologize in English and other Western languages." ”
Source: Hu Xijin observation
Bulgari is afraid of losing the Chinese market, so when the "pigtail" is caught, it is natural to apologize lightly.
In 2004, Bulgari began "harvesting" the wallets of domestic consumers from The Peninsula Beijing's small 8-square-meter boutique. Today, Bulgari has invested in 93 boutiques in Chinese mainland, located in the first and second tier key provincial capitals.
Not long ago, Bulgari's CEO also frantically overlooked, saying that China is its most important market, even more important than the Italian domestic market.
In that case, why do you still do the thing of eating people's food and smashing people's pots? Even if China is not Bulgari's most important market, it cannot do so.
Why have foreign brands always been engaged in small actions and constantly tested the bottom line over the years? Is it so hard to do business by the rules?
I think the point may be that they touch our minds. They think that after we have been indignant for a while, we still can't do without them, or will buy their products, so they are not afraid of pain.
In Bulgari's view, a simple statement is enough to express the meaning of "please let go".
To put it bluntly, Bulgari's apology is not to sincerely apologize to Chinese consumers, but to the RMB in our pockets, and we have to apologize.
Finally, I would like to mention that the most bitter thing in Bulgari's heart should be the glory of the "joint mad demon" king.
After all, the current is supposed to be the day when Bulgari and King Glory launched a joint digital skin, but this was quickly overshadowed by overwhelming criticism.