The recent controversial incident of IKEA treating the Chinese market differently took a turn for the better on the 12th. After an interview with the General Administration of Quality Supervision, Inspection and Quarantine of China, IKEA decided to recall the problematic cabinets in the Chinese market starting from July 12. The New York Times stated that this incident “highlights the growing power of Chinese consumers.” [Oxford cloth]
The New York Times reported on the 12th that it had succumbed to the increasing public pressure in the Chinese market in the past two weeks. On July 12, Swedish furniture company IKEA said it would expand its product recall to China, a country where it has always enjoyed a good reputation. According to reports, the incident is the latest sign of the growing power of Chinese consumers. Their spending power makes local and foreign companies more profitable, but they also demonstrate demands for product safety and quality.
Ikea issued a recall in the United States two weeks ago after U.S. safety officials blamed faulty cabinets for causing the accidental deaths of at least six young children. purchased 29 million pieces of furniture. Initially, IKEA’s product recall areas did not include China and Europe, saying that the products complied with local standards in these areas. However, after being criticized by the Chinese Internet and media, IKEA changed its stance on July 12 and stated that it would recall 1.7 million defective cabinets in the Chinese market.
It is reported that the name “Ikea” translated in China means “comfort”, and the brand has always enjoyed a good reputation in China. reputation. Compared with sales points in other countries, IKEA stores in China usually have significantly more customer traffic, and some customers just come to the store to enjoy food and browse around. According to the company, in the fiscal year ending in September last year, IKEA’s total sales in China were US$1.55 billion.
The British “Financial Times” has also paid attention to this, and paid special attention to the brand image of foreign companies in China. [600D Oxford cloth]
“This is IKEA technically complying with the law, but actually failing to protect its brand image. Typical case.” Benjamin Cavender, a senior analyst at the China Market Research Group in Shanghai, said that foreign companies operating in China should realize that they will face more stringent supervision on product safety in the future. Chinese consumers attach great importance to consumer rights and are also concerned about double standards.
Reports say that in recent years, foreign companies in China have encountered a series of brand image problems involving product safety.
In 2013, Chinese media criticized Apple for being too “greedy” because the iPhone after-sales service in China was not as complete and comprehensive as in other countries. Professionally, Apple CEO Tim Cook has since issued an apology.
In the same year, Chinese media exposed Volkswagen gearbox problems, and Volkswagen was forced to recall 380,000 vehicles.
McDonald’s and Carrefour also apologized to Chinese consumers in 2012 after Chinese media accused them of selling expired chicken.
24-hour customer service hotline: If you are interested in or have questions about Suzhou Textile Co., Ltd.’s Oxford cloth products, please contact the web page You can also leave a message at our online customer service, or call the toll-free hotline: 400-8379793 to meet all your needs with the most dedicated service! </p
