I Am Tired Of Apology. CK Official Website Is Still Unchanged.

The Versace incident triggered a series of butterfly effects. In August 12th, Coach, Givenchy and CK were successively singled out by the netizens for T-shirt printed words which do not respect China's sovereignty, and separate Hongkong and Taiwan as the state.

As Liu Wen, Yi Wan Xi Xi, Guan Xiaotong and many other brand spokesmen and related persons declare the cancellation, all brands should also apologize. However, Chinese netizens are not satisfied with the chronic disease of international brands that ignore China's sovereignty.

Industry experts believe that the problem of disrespect for China's sovereignty over and over again in three foreign luxury brands is not accidental. Brands should not only apologize for the first time, but also respect international knowledge and the "red line" of the consumer market countries.

Touch the red line.

Within a day, Coach, Givenchy and CK have successively fallen into a vortex of public opinion that does not respect China's sovereignty.

The aftermath of the Versace incident has not yet dissipated. In the early morning of August 12th, the netizen entitled "Hongqiao one sister" also exposed a printed T-shirt of Coach in Sina micro-blog, which corresponded to Taipei in Taiwan and completely classified Hongkong as an independent plate. In addition, the micro-blog also posted a screenshot of Coach's official website, pointing out that Coach also ranks Hongkong, Macao and Taiwan in parallel with other countries in the national search column.

At the time of the press release of Beijing Commercial Daily, the volume of micro-blog's comments reached 23 thousand, with 106 thousand points. At the same time, micro-blog hot search keywords #COACH#, the topic reading volume has reached 1 billion 370 million, discuss 640 thousand.

Unlike Versace's quick reaction on the previous day, Coach did not respond after nearly 10 hours after the event. Instead, the brand spokesperson Liu Wen released a lawyer's statement at about 11 a.m. to terminate endorsement cooperation. It was only about half a month since Liu Wen became the spokesman of Coach China.

An hour later, Coach finally issued an apology statement, acknowledges that the T-shirt design for 2018 was a major mistake, and it has been deployed under all the channels worldwide.

It is understood that the T-shirt for the 2018 Coach and Disney cooperation in the "Snow White" series, in the morning of August 12th, the Beijing Commercial Daily reporter in the Coach Cox Chi China official website and WeChat online shop did not find this T-shirt.

Around 1 p.m. on August 12th, Guan Xiaotong, the former Chinese brand spokesperson of Coach, made a statement through the studio and had no cooperation with the Coach brand.

For a while, Coach was in a state of great condemnation. However, the trouble of luxury brands has not stopped.

At noon on August 12th, Yi Tong Xi Xi also issued a notice of cancellation to the Givenchy brand for similar problems, and said it had stopped all cooperation. In March this year, it became the brand spokesperson of Givenchy beauty makeup China. It is understood that in the statement, a woman's T-shirt of Givenchy, in the world's major cities and corresponding country name pattern, will Hongkong correspond to Hongkong, Taipei corresponds to Taiwan. Around 2 p.m., Givenchy issued an apology statement and stressed "resolutely upholding the one China principle".

More and more brands have been caught in the scandal as netizens upgrade their luxury brands. Some netizens pointed out that CALVIN KLEIN's official website description also separates Taiwan from China. Subsequently, CALVIN KLEIN apologized for issuing a statement in official micro.

Zhang Peiying, honorary chairman of the China luxury Confederation, told the Beijing Commercial Daily that many luxury brands did not have much awareness of state sovereignty and territory. Hongkong, Taiwan and China's regional relations have also been regarded as an international common practice by some countries. Now this problem is concentrated. Apart from the increasing sensitivity of our people to sovereignty, it is also due to the more attention paid to the Hongkong issue in the current great environment. Zhang Peiying said: "for the above brand itself, it will not deliberately damage the brand and important market behavior. From their apology statement, we can see that such problems are basically self proclaimed" negligence ", not intentional.

　　 CK official website has not been modified.

After the outbreak of the incident, each brand deals with the related commodities differently. At the Givenchy brand Sanlitun store, the clerk told reporters that the T-shirt had been put off shelves in all the stores in Beijing. Givenchy's T-shirt has not been searched in the official website and WeChat store. At present, Tmall and Jingdong have only set up flagship stores for cosmetics.

As for CALVIN KLEIN, the official website of the United States, two hours after the announcement of the brand's apology, the reporter's login to the official website found that the above problems still exist. The national search column is still Hongkong, Taiwan and China side by side.

Beijing Business Daily reporter visited Coach Sanlitun store found that the shop did not sell any T-shirts. It is understood that Coach in China's official sales channels in addition to the official website of the brand and WeChat online boutiques no other, after news that Coach originally intended to enter Tmall in September this year, this is the first Coach in China's third party online cooperation platform. Tmall did not respond to Coach's upcoming visit to China's mainstream e-commerce platform.

On the one hand, it relies heavily on the hematopoiesis of the Chinese market; on the other hand, it touches on the red line of China's sovereignty and territorial integrity. The contradictory attitude of luxury brands is hard to understand.

In May, Coach's parent company Tapestry released its three quarter earnings report. Its Coach brand sales amounted to US $965 million in the quarter, and its performance in the international market (including greater China) was particularly outstanding. Victor Luis, chief executive of Tapestry group, also said that Chinese consumers are the focus of attention. In December last year, Coach held a big show in Shanghai, and its popularity in China increased by 9 percentage points. In September of this year, Coach also planned to enter Tmall.

Similarly, the LVMH group of Givenchy's parent company has always relied heavily on the Chinese market. China has been bringing double-digit sales growth to LVMH group for many years. In the first half of 2019, LVMH group's overall sales grew 16% year-on-year, a record high of five years, and profit growth of 14% to 2 billion 295 million euros. Its sales performance of Givenchy beauty cosmetics is eye-catching.

CK has been weak in North America in recent years, and its main markets are in Europe and Asia. This month, Zhang Yixing was appointed as the world's first Chinese spokesperson and obviously intends to further exert herself in the Chinese market.

　　 Internationalization must be implemented.

Like Versace, Coach, Givenchy and CK all chose to apologize. However, after a series of brand "injuries", Chinese consumers are not buying the apology. In August 11th, Versace apologized only for its loss through China's social media, but it was pointed out by netizens that it was only a lack of sincerity in China to apologize. Subsequently, Versace issued an apology statement in English and Chinese again in the afternoon on several official social accounts such as instagram. Donatella Versace, Versace's brand successor and chief creative officer, also apologized on her personal instagram account.

Zhou Ting, director of luxury goods expert and guest Research Institute, said that in addition to apologizing for rectification for the first time, China's relevant departments should also take drastic measures to give warning. "All the time, foreign brands have been attaching importance to the Chinese market, but they do not attach importance to the issue of Chinese consumers and China's sovereignty. This ideology stems from their deep-rooted contempt for the Chinese mentality. I believe that under the increasingly strong national sentiment, Chinese people will only boycott these brands. " Zhou Ting said that luxury brands as the top brand in Pyramid, in addition to leading fashion, more importantly, the internationalization of the pattern and vision.