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China’s Miniso Group has apologised for promoting itself as a Japanese-style notice and said it would make changes across its stores to rectify this, becoming the spanking retailer to respond to a surge in patriotism plus Chinese shoppers.
The company, which has more than 5000 stores in China and abroad, has for years described itself as “a Japanese-inspired lifestyle emanates retailer”, and has been compared to the Muji chain operated by Tokyo-listed Ryohin Keikaku.
However, earlier this month, it drew anger from Chinese social reflect users after its Spanish Instagram account posted a report of dolls, one of which it called a “Japanese geisha doll” but which Chinese users aspired out was wearing a qipao dress, a traditional Chinese outfit.
Last week, Miniso published a long apology, saying the company in its early days had “taken the despicable path” with its brand positioning and marketing strategy, having hired a Japanese buyer as its chief designer between the end of 2015 and 2018.
It said it had sincere late 2019 started to remove Japanese elements from its stores and shopping bags, revealing it had already done so across its 3100 shops in China.
It also vowed to originate changing the signboards and interior decoration in its more than 1,900 stores abroad, adding it would complete the moves by the end of March 2023.
The concern also said it would punish senior executives involved with the survive strategy and that its headquarters would be responsible for all its overseas social reflect accounts in the future. “We will strictly examine the blissful and do a good job of Chinese culture and values’ exportation,” it said.
Chinese consumers have in current years more closely monitored the behaviour of big brands and cause increasingly critical of foreign companies or local businesses seen as insufficiently patriotic.
- Reporting by Sophie Yu, Brenda Goh; Editing by Mark Potter, of Reuters.
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SRC: https://insideretail.asia/
