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 McDonald's Corp is discounting pies three years after food safety
lapses made it a one-time target of the broadcaster's "3.15" show,
while e-commerce giant JD.com Inc is giving away tablet computers
over four days of "crazy sales" ending Sunday.
"Companies are being preemptive, making consumer day a positive
story," said James Feldkamp, chief executive officer of consumer
watchdog MingJian. "If you're going to be a target, at least you're
already doing something to balance it out."
The investigative news show, broadcast every World Consumer Rights
Day, is in tune with a government drive to boost consumer protection
laws and toughen punishments for misleading shoppers. Violations of
consumer trust can go viral online in China, especially in sensitive
sectors such as food, cars and make-up.
The 3.15 show drew a rare apology from Apple Inc <AAPL.O> in 2013
after criticizing the iPad maker's customer service, and leveled a
similar charge at camera manufacturer Nikon Corp <7731.T> last year.
Similar broadcasts have dragged down China sales at McDonald's and
KFC parent Yum Brands Inc <YUM.N>.
Such is the show's impact that in recent years firms have
increasingly prepared for shocks by buttering up consumers.
APPLE "PI" DAY
Ahead of this year's March 15, former target Wal-Mart Stores Inc has
deals on electronics and cosmetics on its online supermarket
Yihaodian, and a "say no to fakes" campaign echoing government calls
to outlaw counterfeit goods. Dealers of fellow victim Volkswagen AG
also have 3.15 discounts.
Not all campaigns are explicitly linked to the day. Online retail
giant Suning Commerce Group is giving away 30 million cartons of
milk, yoghurt and other dairy products for as little as 20 cents
each over five days ending on Saturday.
At McDonald's, the apple pie price cut over Saturday and Sunday is
touted as a "3.14" event - a play on the mathematical number "pi".
The fast food chain, which gave away 1 million free breakfast
McMuffins in China around the same time two years ago, said its pie
promotion was in no way linked to 3.15.
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JD.com and Volkswagen declined to comment. Suning did not respond to
emails seeking comment.
COMPANIES ON EDGE
The 3.15 show, similar to CBS network's "60 Minutes" in the United
States, may have lost some of its appeal as younger viewers turn to
foreign dramas online. Some have even turned to social media to
defend targeted firms.
But that does not stop it being feared. People close to CCTV as well
as "firefighters" helping firms respond to being targeted said some
companies were given advance warning, while others had to scramble
to respond after seeing their firm named for the first time on the
late-night show.
"Speaking for Wal-Mart, we will watch the show. I am certain every
company who services customers will do so," said Raymond Bracy, head
of corporate affairs at Walmart China.
The plethora of cut-price offers, however, may dampen the impact on
targeted firms among consumers busy snapping up deals.
"It's a carnival for shopping online and I've bought a few things,"
said Zhang Dasu, a 22-year-old from Shanghai. "I may be too tired to
stay up to midnight to watch the show, though."
(Additional reporting by SHANGHAI newsroom; Editing by Christopher
Cushing)
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