Nike Inc. has become worldwide notorious thanks to its apparel, equipment, footwear, and accessories that have been created with the active consumers in mind. On the other hand, an entire nation has recently taken a glance in the backstage of the multinational corporation. Unfortunately, this area wasn’t as glamorous as the public image. The Chinese consumer’s rights have just scolded the brand for misleading advertising. On the same note, the media mentioned the Japanese retailer Muji as well for deceitful product labels.
Apple and McDonald’s Suffered the Consequences of Chinese Consumer Rights Infringement
On Wednesday, China celebrated the World Consumer Rights Day. In light of this event, the China Central Television broadcasted an influential program. This strategy of guarding the Chinese consumer rights was surprisingly successful in the past. It managed to plant the seeds of discord in world renowned companies such as Apple and McDonald’s.
Every year, the TV program builds cases of some of the most shameful business practices in the world. This year, the targets were Nike, Muji, and other Chinese companies such as livestock feed producers. The show has a wide audience of Chinese consumers who are ready to readjust their shopping sessions according to the discussed cases.
Nike’s Promoted Air Cushions Were Non-existent
The program had a six-minute report that explained why Nike was blacklisted as far as Chinese consumer rights are concerned. According to this case, Nike resorted to false advertising to justify a high price for a pair of basketball shoes. This particular model was a remake of the product that Kobe Bryant, a retired NBA player, possessed. The commercials stated that the shoes are upgraded with air cushions. On the other hand, Chinese buyers paid 1499 yuan or $218 only to discover that the shoes didn’t have this feature.
There was a Nike spokesperson present for the show. The representative denied any sign of false advertising, even though the company did delete the untrue description from its website and offered the clients a refund. This case is not singular in the history of Nike China. Back in 2012, Beijing fined the company 4.87 million yuan for its Hyperdunk 2011 line. According to the public campaign, the product was described as having double air cushion. On the other hand, the store shelves had shoes with only a single cushion.
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