10 years of brand crisis and controversies in China

This report by KAWO combed through articles from 30 news sources and found 109 crises affecting 97 brands from 16 industries, with the worst outcome resulting in the brand either being banned from China or forced to take drastic action, like cancelling an event or redirecting a flight.
  • Because there are more brands from North America and Europe that have entered the Chinese market, we also see more brand controversies than the rest of Asia or Oceania.
  • 34% of foreign brands committed mistakes of geographic sovereignty, while local Chinese brands are more likely to be accused of degrading the morals of society (33%) and interfering in politics (53%).
  • Fashion and luxury brands are by far the most likely to land in trouble, while travel brands tend to get into geographic confusions easily.
  • However, there was no obvious correlation between the brand’s response (whether it apologized, capitulated, denied, gave...

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