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消費(fèi)者權(quán)益日——讓各大品牌揪心的央視3.15晚會(huì)
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2017/3/29 11:04:06

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消費(fèi)者權(quán)益日——讓各大品牌揪心的央視3.15晚會(huì)

Brands nervously await CCTV’s ’name and shame’ night

消費(fèi)者權(quán)益日——讓各大品牌揪心的央視3.15晚會(huì)

Today’s World Consumer Rights Day, also known as ’3.15’ in China, is a day that can strike fear into the hearts of consumer-facing brands in China. That’s because 15 March is the day the national broadcaster CCTV (China Central Television) airs an exposé show that has the ability to push corporate communicators instantly into crisis-management mode.

今天是國(guó)際消費(fèi)者權(quán)益日，也被稱(chēng)為“3.15”。在中國(guó)，這也是讓面向廣大消費(fèi)者的各大品牌忐忑不安的一天。因?yàn)槊磕甑?月15日，CCTV（中國(guó)中央電視臺(tái)）會(huì)通過(guò)直播來(lái)曝光企業(yè)問(wèn)題并促進(jìn)企業(yè)品牌進(jìn)入危機(jī)管理模式。

Broadcast since 1991, the programme has in the past left brands such as Apple, Nikon and food app Ele.me, dealing with fallout on the morning of 16 March. It’s probably a coincidence that the programme airs on the ’Ides of March’—the date of the public stabbing assassination of Roman dictator Julius Caesar in 44 BCE. But nonetheless, the day may have brands watching their backs.

自1991年開(kāi)播以來(lái)，這檔節(jié)目在過(guò)去讓包括蘋(píng)果、尼康以及外賣(mài)APP餓了么等品牌在接下來(lái)的3月16日緊急處理被曝光的問(wèn)題。也許是個(gè)巧合，該節(jié)目播出的時(shí)間“3月15日”正是公元前44年羅馬獨(dú)裁者凱撒大帝被刺殺的一天。不管怎樣，這一天能讓各大品牌有所警惕。

Usually, recent annoucements from the China Consumers Association (CCA) provide an early indication of the industries that may go through CCTV’s "assessments of quality" and "reviews of corporate integrity". Given the contents of a CCA theme-setting document for 2017 (the theme translates roughly as "with online honesty and faith, you have a worry-free consumer"), industry watchers say the following industries should be on yellow alert.

一般來(lái)說(shuō)，消費(fèi)者協(xié)會(huì)的近期通告會(huì)提供給各行業(yè)一些早期的關(guān)于如何通過(guò)央視的質(zhì)量評(píng)估和企業(yè)誠(chéng)信審查的提示。消費(fèi)者協(xié)會(huì)給出了2017年的主題文件（主題的大致內(nèi)容為“網(wǎng)絡(luò)誠(chéng)信，讓你的消費(fèi)者無(wú)憂(yōu)”），行業(yè)觀(guān)察人士認(rèn)為，以下行業(yè)應(yīng)當(dāng)保持黃色警戒。

E-commerce brands

電子商務(wù)品牌

Aside from being mentioned by the CCA, ecommerce abuses got widespread media coverage in February, when a list of e-commerce business failures, first published by Chinese tech publication Ebrun, went viral on tech websites and social media, noted Claire Zhang, PR Newswire’s China marketing manager. These businesses failed due to alleged malicious activities and pyramid-selling scams related to hotel reservations, children’s products, real estate and home textiles. Brad Burgess, head of China at GHC, calls these "cowboy-in-the-Wild-West" firms that need regulatory reign-ins.

除了消費(fèi)者協(xié)會(huì)提到的二月份被媒體廣泛報(bào)道的電子商務(wù)的弊端，美通社的中國(guó)市場(chǎng)經(jīng)理Claire Zhang還指出，中國(guó)科技出版社首次公布的一系列電子商務(wù)企業(yè)倒閉名單，像病毒一樣迅速流傳于各大科技網(wǎng)站和社會(huì)媒體。這些企業(yè)的失敗歸結(jié)于所謂的惡意活動(dòng)和傳銷(xiāo)騙局，涉及面包括酒店預(yù)訂、兒童產(chǎn)品、房地產(chǎn)和家用紡織品等等。GHC的中國(guó)區(qū)總裁Brad Burgess稱(chēng)這些企業(yè)為狂野的西部牛仔，需要法規(guī)的監(jiān)管。

Medical beauty brands

醫(yī)學(xué)美容品牌

The medical beauty industry, using internet marketing models new to the industry, has "serious" over-marketing concerns. They are part of what GHC’s Burgess calls "snake-oil health" firms that make product claims which are uncertain and not verified externally. This year, the 3.15 initiative may reveal loopholes in safety and compliance regarding non-licensed pharmaceuticals and illegal injection fillers in the black market, hinted the CCA.

醫(yī)療美容行業(yè)，引用最新的互聯(lián)網(wǎng)營(yíng)銷(xiāo)模式，有嚴(yán)重的過(guò)度營(yíng)銷(xiāo)擔(dān)憂(yōu)。他們就是被GHC的Burgess稱(chēng)之為“蛇油健康”的企業(yè)，其生產(chǎn)的產(chǎn)品質(zhì)量是不確定的，并且沒(méi)有通過(guò)外界的驗(yàn)證。消費(fèi)者協(xié)會(huì)暗示，今年的315可能會(huì)主動(dòng)揭露黑市上關(guān)于非授權(quán)藥品和非法注射填充物存在的安全隱患。

New-energy automotive brands

新能源汽車(chē)品牌

Attention may also be on ’new-energy’ vehicle manufacturers committing "subsidy fraud"—obtaining financial subsidies for electric cars, buses or trucks they did not build or sell by forging documents. Zhengzhou Nissan (set up by Wuhan-based Dongfeng Automobile and Japan’s Nissan Motor in 1993) was one of seven automakers, and the only foreign brand, fined last month for such subsidy fraud.

同樣可能被關(guān)注的是新能源汽車(chē)制造商“補(bǔ)貼欺詐”行為--通過(guò)電動(dòng)汽車(chē)，電動(dòng)公交車(chē)，電動(dòng)卡車(chē)來(lái)獲得財(cái)政補(bǔ)貼，實(shí)際上都是偽造文件，并沒(méi)有實(shí)際的生產(chǎn)或者銷(xiāo)售。鄭州日產(chǎn)（由東風(fēng)汽車(chē)和日產(chǎn)汽車(chē)1993年在武漢合資成立）是其中的七個(gè)汽車(chē)制造商之一，也是唯一一家因?yàn)榇祟?lèi)補(bǔ)貼詐騙而被罰款的外資品牌。

Political-prisoner’ brands

“政治犯”品牌

The likelihood of being on the receiving end of CCTV’s wrath is higher for iconic brands targeted in recent geopolitical squabbles.

針對(duì)最近政治上的紛爭(zhēng)而出現(xiàn)的一些標(biāo)志性的品牌，很有可能在央視晚會(huì)后半段播出。

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