Nike Is Punished For Triggering International Brand Double Standard Discussion

The same Nike

The products sold abroad are double air cushions, and not only become a single air cushion, but also cost more than 500 yuan abroad.

Recently, the Beijing industrial and commercial bureau imposed a fine of 4 million 870 thousand yuan on Nike.

Nike's NIKE ZOOM HYPERDUNK 2011 high-end basketball shoes, one of the main selling points is the heel and front double air cushion. Under the same publicity, Chinese consumers buy products with only one air cushion at a higher price.

Nike said in a statement that it had misused the promotional materials of ZOOM AIR in its forefeet and hind paws when it was launched in July 2011, and promised to refund the payment.

4 million 870 thousand yuan and quite a few, it is known as the first ticket issued by the business sector for the "double standard" of enterprises.

However, a legal profession said that the double standards of international brands were not exactly the same. The incident of Nike was also suspected of false propaganda.

"If Nike's advertising campaign in China has only one cushion, it may not be punished.

Nevertheless, the incident triggered a discussion on double standards of international brands.

First of all, from the daily necessities, electronic products, food to the automotive industry, Johnson products recall, well-known notebook recall, Apple products retreat price, Toyota Corporation issues auto compensation, etc., there are double standards at home and abroad.

For example, Haagen Dazs ice cream, which is only a common consumer product in China, is covered by luxury goods in China.

The price is three times higher than that of Britain and the United States, and the product is seriously short of weight. It is also challenged to implement double standards at home and abroad.

Why do foreign brands in foreign countries dare to play tricks on China? On the one hand, local brands are not enough to win the foreign brands in the fierce market competition; on the other hand, consumers' "Chongyang" mentality, which encourages the foreign brands' bad mentality towards Chinese consumers.

Secondly, in pursuit of profits, these brands are mostly lucky in localization.

Marketing expert Li Zhiqi told reporters that the main reason for the fact that many international brands have double standards is to implement double standards to improve their profits, which is not against the law at present and is just a scratch ball.

Third, from its own perspective, China's laws are not perfect enough, and there are some blank areas, which make these foreign brands illegal even if they are illegal, and the cost of illegal activities is also very low.

Those in the legal profession believe that the law must be in line with international standards in strict compliance, and the regulatory authorities must "keep a bowl of water flat", so that any brand should be supervised equally and equally. It should not be treated differently because of the brand's "soil" or "foreign". Even if it is a major international brand, it should not enjoy "super national treatment", so that it can not make double standards for multinational companies to take advantage of it.

"Of course, as an international brand, the standard of enforcement should also be higher than that of the law."

Li Zhiqi said.