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  • Mm hmm.

  • It's a day that big brands fear Starbucks, Apple and Burger King have all been burned by it.

  • The annual World Consumer Rights Day on March the 15th has become a major TV and social media event in China, during which domestic as well as foreign brands are singled out for high profile and sometimes damaging criticism.

  • World Consumer Rights Day began in 1983 and China began observing it three years later.

  • Now the highlight of the day is a two hour primetime show broadcast by state run CCTV.

  • The 315 show names and Shames brands for issues ranging from poor quality products, robocalls, illegal collection of personal information and even aggressive sales of beauty salon memberships.

  • This picture, from 1996 shows consumers being taught how to distinguish fake brands of soy sauce.

  • This 2000 and four shot shows a convoy of trucks transporting more than $500,000 worth of counterfeit goods to be destroyed at a dump, also marking Consumer Rights Day.

  • Fearful big brands have been known to prepare responses ahead of time, just in case.

  • In 2020 US fast food chain Burger King drew criticism In the past, Starbucks came under fire for charging higher prices in China than they did in the U.

  • S, while Apple was bashed for then one year service warranty in China shorter than in other markets.

  • Volkswagen was scolded for engine defects on an SUV, Nike for misleading advertising, and Japan's Muji for selling food products allegedly sourced from a part of Japan affected by radiation.

  • But most of the criticism has been of Chinese brands.

  • Food delivery company ellie dot me, which is now owned by Alibaba, was once singled out for working with restaurants that operate without licenses or proper kitchens.

  • What's the impact of being named?

  • Well, brand reputations and share prices can suffer.

  • Who taught you how?

  • A news aggregator APP was criticized in 2020 for its advertising practices.

  • New York listed shares in the company plunged 23% in the trading session following the show.

  • Named companies typically issue prompt responses, expressing gratitude for the oversight and criticism and willingness to correct their behavior.

Mm hmm.

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