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How Uniqlo Became Trending on WeChat

Three pictures of a naked girl and a man in a fitting room, recording a sex video via the big mirror in front of them. “Are you sending me porn?”, I asked my long-time Beijing friend. How one sex video made Uniqlo a buzzword on China’s internet within 24 hours.

Manya Koetse

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On Tuesday, 14th of July, my Weixin [WeChat] app starts bleeping. A message from my long-time Beijing friend Lily: “Manya, did you see this yet?” Three pictures of a naked girl and a man in a fitting room, recording a sex video via the big mirror in front of them. “Are you sending me porn?”, I ask Lily, a bit cautious with what I click, just in case I get involved in one of Weixin’s online scams. “This is Uniqlo in Beijing,” she writes: “Everybody is talking about this right now!”

wechatconv

Over the last 24 hours, ‘Uniqlo Beijing’ has become a buzz word on Weixin groups and on Weibo. Although the topic initially remained uncensored by Sina Weibo, it was taken down some time later. The pictures and video surely do not suit China’s online anti-porn campaign.

 

“Who made it? Why? How? It’s the questions that create the buzz.”

 

Uniqlo is a Japanese casual fashion company operating in fourteen different countries around the world. Uniqlo Beijing is located in Sanlitun The Village, an iconic shopping area near Beijing’s embassy district, where thousands of people pass by every day.

The video of about a minute, shared amongst China’s netizens, shows how a young man and a naked girl have sex inside one of Uniqlo’s fitting rooms. In the background, you can hear people passing by and talking as the couple secretly records their sexual escapade through smartphone.

As often happens with videos that go viral, the source of this video is still unknown. Was it first posted on Weibo or on Weixin? Who posted it? Was it leaked, or purposely put out there? In this particular case, it is the questions that create the buzz. Many people have been to Sanlitun The Village and might have visited Uniqlo – a place that is always crowded, with security on every corner.

The busy area is not the only reason why Uniqlo is an unlikely place to record a sex tape, it is also the brand itself. Uniqlo is a casual brand, selling basic fashion for men and women. It is known as somewhat ‘boring’, where people buy their white socks and Mickey Mouse T-shirts. Not exactly an inspiring environment for an erotic encounter.

 

“When China’s memes become marketing tools..”

 

The unlikely combination of a ‘sex video’ and ‘Uniqlo’ made many people wonder if this may secretly be a marketing campaign to spice up the image of Uniqlo, but this has now been denied by Uniqlo.

As the video and pictures became trending, the so-called ‘human flesh search’ (人肉搜索) came into action – with netizens acting as detectives to find out who people in the video are. One Weibo user called “Yuyi Houtianxu” (余艺侯天旭), a university student, was identified as the girl in the video. Her Weibo account has now been suspended.

Although Uniqlo might not have been used the video as a marketing tool, others are quick to jump in on this trending topic by selling the deleted video online through Taobao, or using the incident for their own benefit. H&M, for example, stated that girls who shop at their store “have more class” (image provided by That’s Beijing). The line “shopping at Uniqlo” suddenly has taken on an entirely different meaning.

H&Mresponse

Viral videos and trending topics have proven to be great marketing tools, with famous online phrases like ‘Do you know who my dad is?’ being used by companies and copyrighters.

 

“They found the girl,” Lily writes

 

Bleep bleep. Another incoming message on my Weixin. It is a copy of the ID of the girl in the video. “They found the girl,” Lily writes. The ‘human flesh search’ is completed. Her name, her birthday, her address, her birthplace, her identity card number and her school are currently being shared amongst thousands of netizens. She is 21 years old. I sure hope she has a marketing strategy in mind on how to use the event to her advantage. Maybe Uniqlo is still hiring?

Update: also see “Uniqlo one year after the sex tape”:

By Manya Koetse

©2015 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Food & Drinks

Famous Goubuli Restaurant Calls Police for Getting Roasted Online, Gets Kicked Out of Franchise Group

Goubuli Wangfujing shows how NOT to address a social media crisis.

Manya Koetse

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The well-known Goubuli Wangfujing restaurant just got a bit more famous this week. The branch, which specializes in steamed buns, is now not just known as one of Beijing’s worst-rated restaurants, but also as a business that shot itself in the foot by handling a social media crisis the wrong way.

The famous Wangfujing main branch of Goubuli Steamed Buns (狗不理包子) is caught up in a social media storm since responding to a blogger’s negative video of their restaurant by contacting the police.

The video, Goubuli’s response to it, and the following consequences have hit the top trending topic lists on Weibo today.

Goubuli, sometimes transcribed as Go Believe, is a well-known franchise brand of steamed stuffed buns (baozi) from Tianjin that was founded in 1858. The brand now has more than 80 restaurants in mainland China, 12 of them in Beijing. Since Wangfujing is one of Beijing’s most famous streets, the Wangfujing branch is popular with both foreign and Chinese visitors.

 

Gu Yue’s “Visiting the Worst-Rated Restaurant” Video

 

The social media storm started on September 8, when Weibo blogger Gu Yue (谷岳) posted a video titled “Visiting the Worst-Rated Restaurant” (“探访评分最差餐厅”). Gu Yue is a travel blogger with over 1,7 million fans on Weibo.

Gu Yue in front of Gubouli.

In the video, Gu Yue starts by explaining he chose to visit Gubouli after searching for the restaurant that receives the lowest ratings in the Beijing Wangfujing and Dongdan areas on the super-popular Chinese mobile food app Dianping.

The blogger found that, out of the 1299 listed restaurants in the area, Wangfujing Goubuli Baozi was the worst-rated place. Ironically, the brand’s name Gǒubùlǐ (狗不理) literally means ‘dogs don’t pay attention,’ which makes the name ‘Goubuli Baozi’ sound like a place with stuffed buns that even dogs would not eat.

Complaining about the service, prices, and quality of food, many Dianping users rated the restaurant with just one out of five stars.

Gu Yue then sets out to visit the restaurant himself to see if Gubouli on Wangfujing really is as bad as Dianping users say. He orders some steamed braised pork dumplings, 60 yuan ($8.7) for 8, and regular pork dumplings, 38 yuan ($5.5) for 8.

The blogger concludes that Gubouli’s dumplings are not worth the money: the dumplings are greasy, the dough is too sticky, and they do not have enough filling. Gu Yue’s video also suggests that the restaurant’s hygienic standards are not up to par, with loud coughing coming from the kitchen.

Gu Yue’s video received over 97,000 likes and thousands of responses on Weibo, with many fans praising the idea of the blogger checking out the worst-rated restaurants.

 

Goubuli’s Reaction Starts a Social Media Storm

 

The Wangfujing branch of Goubuli did not appreciate Gu Yue’s video.

In an online statement on September 11, the branch accused the blogger of spreading lies about their restaurant and harming their reputation, and demanded a public apology.

Goubuli Wangfujing called the video “vicious slander” and stated they had contacted the police in relation to the matter.

The hashtag “Wangfujing Goubuli Responds to Netizen’s Negative Video” (#王府井狗不理回应网友差评视频#) immediately went viral on Weibo, attracting some 430 million views.

Many Weibo users were outraged about the way the Goubuli branch handled the situation. “Aren’t we even allowed to say if something is tasty or not?!” many commenters wondered, with others writing: “You are harming your own reputation!”

“Let’s call the police over the quality of your food,” others suggested.

There were also many netizens who commented that some Chinese Time-Honored brands, such as Goubuli, often only survive because of their history and fame rather than actually delivering good quality to their customers.

Following the major online backlash on its statement, the restaurant soon removed their post again. But the social media storm did not end there.

On September 15, the Goubuli Group issued a statement saying that it would directly terminate its franchise cooperation with the Goubuli Wangfujing branch over the incident.

With over 280 million views on its hashtag page (#狗不理解除与王府井店加盟方合作#), news of the franchise termination blew up on Weibo.

According to the latest Weibo reports on September 15, the Wangfujing Goubuli branch was closed for business on Tuesday (#狗不理包子王府井店门店关闭#).

“This is the power of clout,” one person comments: “If it were not for the [Goubuli] restaurant’s flawed marketing department, this would not have led to their closure.”

“The restaurant has brought this on themselves. There’s nothing wrong with posting a bad review.”

Another person comments: “This is the first time I’ve seen a marketing department making something big out of something small, leading to their own closing.”

Meanwhile, blogger Gu Yue says that he was not contacted by Goubuli, nor by the police. The social media controversy has only made him more popular.

“Gue Yue single-handedly crushed this restaurant,” some say, appreciating how social media has increased the power of Chinese consumers to make or break a business.

 
Also read: Overview of the Dolce&Gabbana China Marketing Disaster Through Weibo Hashtags
 

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Digital

Must-Read: SCMP’s China Internet Report 2020

The China Internet Report brings order to the chaos of China’s ever-changing digital environment.

Manya Koetse

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First published

SCMP Research’s China Internet Report 2020 is here, covering the country’s biggest tech trends, breaking down the major players and key markets, and bringing some order to the chaos of China’s rapidly changing digital environment.

Today, the South China Morning Post (SCMP) has launched its third edition of the China Internet Report – a super-comprehensive resource on China’s technology landscape offering insights into the most important trends and players shaping the world’s biggest internet community.

This year, China’s online population has reached the staggering number of 904 million users, with the average daily time spent on the internet rising to 7.2 hours in March.

COVID-19 has significantly increased online media consumption across China.

China’s rapid digitization has not just radically altered Chinese society – it is also increasingly impacting the global internet ecosystem at large.

With yesterday’s local startups becoming tomorrow’s international tech leaders, and today’s trends soon becoming worldwide shifts, understanding China’s latest digital developments has never been more important.

The new coronavirus outbreak in China has not just temporarily affected people’s online behavior, the report finds, suggesting that COVID-19 will have a lasting impact on China’s tech sectors.

Besides social media platforms and other apps becoming a crucial tool of mass communication and information for Chinese netizens in times of COVID-19, the pandemic also changed how people in China started using technology in their everyday lives, from online learning to digital healthcare seeking. These trends have brought about permanent changes.

The accelerated digitization and the innovative tech use in times of the coronavirus crisis are listed as one of the major trends of 2020, among other vital digital shifts changing China’s online landscape, from the mass adoption of 5G to live streaming in China reaching its third phase.

To check out the main trends for 2020, China’s latest internet statistics, its top tech competitors, internet companies, and more, here’s a link to the report.

This year, in addition to the free report, SCMP Research also introduces its Pro Edition (US$400) that features more than a hundred pages of deep-dive per sector – from e-commerce to healthtech, 5G and more – providing additional analysis, data, as well as access to six closed-door webinars with leading C-level executives of internet and technology companies in China.

The folks at SCMP have been kind enough to reach out and offer a special 30% discount on the Pro Edition report for What’s on Weibo readers.

You’ll get the discount by using the discount code: “WHATSONWEIBO“, or by clicking this link that will automatically include your discount code.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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