China prepares to embroider brands at annual consumer gala

BEIJING / SHANGHAI (Reuters) – China is preparing to launch accusations that it is accusing consumers of mistreatment at an annual event that has already named and shamed Apple's companies at Nike Inc.

China's state-run Central Television (CCTV) will air its annual consumer rights program on Friday night, similar to CBS's "60 Minutes" program in the United States, which typically consists of a mix of news stories and numbers. of song. .

Known as "315", in reference to World Consumer Rights Day on March 15, the show is generally welcomed with concern by local and foreign brands, who have recently set up public relations teams or handed free gifts up to date to dispel any criticism.

"This is the day of the year when all eyes are focused on the issue of consumption," said James Feldkamp, ​​CEO of MingJian, a consumer research and testing company.

"Some people may say that he is losing his sting, so suddenly, a big scandal will have a big impact."

This year, the show will draw more attention at a time when Beijing is facing a trade war against the United States and has strongly criticized Canada for its decision to detain Huawei Technologies' CFO. the request of the United States.

Beijing also continued to criticize how companies, mainly international brands, refer to Taiwan in its marketing materials or packaging. Beijing considers this autonomous and democratic island as a lost province.

The names of the companies that will be targeted in the "CCTV" show devoted to consumer rights are not disclosed before the show.

In fact, to keep the secret, the people in the series must sign a confidentiality agreement, while the producers are kept in a hotel and are not allowed to return home a few months before the screening, according to a former leader of 315. " .

It is unclear whether the show had an impact on the company 's sales, but he apologized to Volkswagen, whose Touareg SUV engine faults had been criticized last year, as well to Apple, whose after-sales service in China had been examined in 2013..

CCTV did not respond to Reuters requests for comment.

Thanks to the rapid growth of the middle clbad in the world's second largest economy, its consumers have become a powerful spending force, able to create or break brands.

The companies are willing to do everything in their power not to be named, said the former manager of "315", under the guise of anonymity, as far as it is not possible. was not allowed to talk about the show to the media.

The show, aired for the first time in 1991, has its own limitations on what can be exposed, the executive added.

Normally, food safety issues that could trigger public fear, giant public companies or Chinese medicine companies are banned, the person told Reuters.

"We all remain on the alert," said a public relations officer from a major Chinese consumer technology brand.