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

The D&G China marketing crisis in hashtags.

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The controversies surrounding Italian fashion brand D&G in China have been dominating Weibo’s top trending lists this week. Because it’s a somewhat messy affair, we’ll explain the story hashtag by hashtag.

November of 2018 will go down in Dolce & Gabbana history for the China marketing nightmare that has been unfolding over the recent days.

The Italian fashion house, that has been founded in 1985 by designers Domenico Dolce and Stefano Gabbana, is now facing consumer outrage and backlash on Chinese social media. Chinese e-commerce sites have removed Dolce & Gabbana products and Chinese netizens are posting photos of empty D&G stores.

An overview of what has happened over the past week through Weibo hashtags:

 
SUNDAY, NOVEMBER 18

“DG LOVES CHINA” #DG爱中国#

15,7 MILLION VIEWS – On Sunday, November 18, Dolce & Gabbana posted three videos to social media in a series titled “Eating With Chopsticks” in light of its “DG Loves China” campaign, promoting its upcoming big fashion show in Shanghai that would take place on Wednesday, November 21st.

The brand had been doing quite well in China in the month before. The Digital Crew website wrote in October that D&G had “hit the nail on the right spot” with their recent move to cast Chinese celebrity Dilraba Dilmurat and Chinese stylist Han Huohuo at their Milan fashion show catwalk, receiving praise from Chinese netizens.

Its new video campaign, however, was not received with praise. The videos feature a Chinese-looking model dressed in D&G clothes using chopsticks to eat Italian dishes such as pizza, cannoli, and spaghetti. Unsuccessful at clumsily trying to eat these dishes, a male Chinese voice-over in the video then suggests things such as that the cannoli might be “too big” for the lady, and that she could try by digging in and eating smaller pieces with her chopsticks.

(Watch all clips here on Youtube and judge for yourself.)

The clips were not much appreciated for various reasons. Some Chinese netizens thought the campaign was making fun of Chinese chopsticks, others thought the comment of the Italian bread being “too big” for the Chinese model had a sexist undertone.

Subtitles: “This is perhaps too big for you?” Netizen’s comment: “Seriously?!”

“A disgusting campaign,” some called it.

Meanwhile, English-language media wrote that Dolce & Gabbana’s latest campaign was called “racism” by Chinese. Although the ad was indeed called racist by some Chinese on Weibo, the majority of commenters were mainly upset about the portrayal of chopsticks in the series. The hashtag “D&G Ad” (#DG广告#) received 170 million views.

 
WEDNESDAY, NOVEMBER 23

“D&G SUSPECTED OF INSULTING CHINA” #DG涉嫌辱华#

410 MILLION VIEWS – The social media storm snowballed out of control after screenshots of comments attributed to fashion designer Stefano Gabbana went viral on Wednesday, also being reposted by major Chinese state media accounts such as Global Times.

Various Instagram screenshots showed how, from the account of Stefano Gabbana, statements were made about China being a “shit country” and other derogatory remarks.

The screenshots were posted by Instagram user Michaela Phuong Thanh Tranova (@michaelatranova), a fashion business student, although it is still unclear why this Instagram user would have a private Instagram conversation with Stefano Gabbana and whether or not they are acquainted.

The statements went viral on Chinese social media, where they led to waves of criticism and anger, with people defending China and calling for a boycott of D&G.

Amid the allegations, the designer on Wednesday said that his Instagram account had been hacked and posted an image with the words “NOT ME” written across one of Tranova’s screenshots. The company similarly claimed to have been hacked in a statement posted on its official Instagram page. “We have nothing but respect for China and the people of China,” the statement read.

 
WEDNESDAY, NOVEMBER 21

“DG BIG SHOW CANCELED” #DG大秀取消#

820 MILLION VIEWS – Later on Wednesday, the D&G issue hit the topic trending lists on Weibo, when it was announced that the big Shanghai fashion show was called off.

According to Jing Daily, it was China’s Cultural and Tourism Department that ordered Dolce & Gabbana to cancel the event, just a few hours before it was scheduled to take place and amid reports that Chinese celebrities were canceling their attendance at the show for the fact that the brand was “insulting to China” (辱华).

Photos of an empty D&G fashion show scene were posted on Weibo.

The official D&G account did not mention the reason for the cancelation, nor who ordered it, but just wrote on Weibo: “The fashion show that was planned on November 21st at 20.00 has been rescheduled due to circumstances, we deeply regret any inconvenience caused.”

By now, the online anger about D&G insulting China through its ad and Gabbana’s statements had grown so big, that most people simply wished for the Italian fashion house to “get lost.”

 
FRIDAY, NOVEMBER 23

“DG USES CHINESE TO APOLOGIZE” #DG用中文道歉#

360 MILLION VIEWS – On Friday afternoon, China time, Dolce and Gabbana released an apology video on its official Weibo account. The video shows Domenico Dolce and Stefano Gabbana sitting at a table with grave expressions on their face (see embedded Tweet below).

The two speak in Italian as they say that they “feel very grieved” over what their “statements and actions” have brought about “for Chinese people and their country” over the past few days, and that they hope they can be forgiven for their “misunderstanding of [Chinese] culture.”

They end the video by apologizing in Chinese, saying “duibuqi“.

Before midnight, the video had received more than 166,000 comments and more than half a million shares. Over 100,000 people ‘liked’ the post.

Among the most popular comments, there were those inquiring if Gabbana’s Instagram had been hacked or not, since the video does not mention it. “Were you hacked or not, because if you weren’t, then I won’t accept your apology,” one of the most popular comments said.

 
FRIDAY, NOVEMBER 23

“Requesting D&G Money Back” #DG柜姐回应退预存金#

160 MILLION VIEWS – Meanwhile, a screenshot of a WeChat conversation between a customer seeking a refund and a representative from Dolce & Gabbana Hangzhou also has gone viral on Chinese social media, ending up in the top ten charts of the day.

The screenshots show that the woman demands back a deposit she paid D&G of 2400 yuan ($346), saying she no longer wants to wear the brand for fear people would “throw sh*t at her.”

D&G Hangzhou then responded to the issue, saying that they would not refund money because of this “temporary crisis.”

“A temporary storm can also turn into a permanent one,” some commenters said.

Whether or not this “temporary” storm will indeed turn into a serious long-term China marketing crisis for D&G is yet to be seen. In the past, Daimler China also found itself at the center of a social media storm in China after using a Dalai Lama quote in its advertisement in March of this year (listen to this BBC news fragment here), which seemingly had little consequences for the brand, as it is still expanding in China.

The Lotte group also faced serious backlash in China in light of the THAAD crisis. The Lotte boycott of 2017 in the end turned out to be critical for the brand’s presence in China, with the group losing $46 million every quarter due to the China situation.

By Manya Koetse, with contributions from Miranda Barnes

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2018 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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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 Arts & Entertainment

‘D&G Loves China’ Controversy: The Video, the “Racist” Designer, the Canceled Show

“D&G Loves China”, but China doesn’t really love D&G this week.

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It started with a controversial promotional video, got really messy when screenshots went viral of a China-bashing online conversation with the alleged Stefano Gabbana, started snowballing when D&G claimed the account was hacked, and ended with the cancellation of Dolce & Gabbana’s big Shanghai show. A classic trending marketing drama has captured the attention of Chinese netizens today.

One of the biggest topics on Chinese social media today is a controversy involving Italian luxury brand Dolce & Gabbana, better known as D&G (Dùjiābānnà 杜嘉班纳 in Chinese), and the cancelation of its high profile Shanghai fashion show that would have taken place on Wednesday night.

 

1: The Video

 

The story starts with the Italian fashion house D&G’s recent campaign series “DG Loves China,” which was launched in order to promote a runway show that was supposed to take place in Shanghai on November 21st.

As part of the campaign, D&G issued multiple videos on social media. One of them shows a Chinese-looking woman – all dressed in D&G – attempting, quite unsuccessfully, to eat a large cannoli bread with chopsticks.

A male Chinese voice over in the video then suggests that the cannoli might be “too big” for the lady (watch one of the videos on Temper Magazine here).

She then takes a small part of the bread with her chopsticks, after which the voiceover says: “Right, now you feel like you’re in Italy, while you are in China.”

The campaign was promoted through Instagram and also went live on Weibo on November 18, using hashtags as #DGLovesChina# and #DGTheGreatShow#. But it was not received very well by many netizens on Chinese social media, with some calling it “outdated and stereotypical,” “racist,” or “disrespectful.”

China-focused fashion publication Temper Magazine notes that this is not the first time for D&G to trigger this kind of controversy in mainland China.

In April of 2017, netizens also reacted angrily to a series of D&G photographs shot in Beijing streets, which featured glam models next to common taxi drivers or impoverished local residents. Many thought the photos purposely showed a more ‘ugly’ side of China, instead of the more glamorous sides of the city.

This week, the D&G videos in question were pulled from Weibo following the criticism. On Twitter, the videos are still available (check one of them in embedded Tweet above to judge for yourself).

 

2: The “Racist” Designer

 

The social media storm snowballed out of control after screenshots of comments attributed to fashion designer Stefano Gabbana went viral on Wednesday, also being reposted by major Chinese state media accounts such as Global Times.

The screenshots were posted by Instagram user Michaela Phuong Thanh Tranova (@michaelatranova), a fashion business student, although it is stil unclear why this Instagram user would have a private Instagram conversation with Stefano Gabbana and whether or not they are acquainted.

Alleged screenshots of conversation with Mr. Gabbana (completely unverified but went viral anyway).

Alleged screenshots of conversation with Mr. Gabbana (completely unverified but went viral anyway).

Despite the lack of context and/or veracity of the conversation, the screenshots, in which the alleged fashion designer uses rambling texts and refers to China as the “land of sh*t” and speaks of “China ignorant dirty smelling mafia”, soon spread on Chinese social media, where many netizens called for a boycott of D&G.

“This is not just a designer, he is one of the creators of D&G,” some commenters said: “The brand literally carries his name.” And: “Congratulations with your bankruptcy.”

 

3: The Cancelled Fashion Show

 

On Wednesday afternoon, Beijing time, Stefano Gabbana published a post on his official Instagram account, in which the designer said his Instagram account had been hacked, adding, “I love China and the Chinese culture. I’m so sorry for what happened.”

Despite the alleged hack of the Gabbana account, news came out on Wednesday that the much-anticipated Shanghai fashion show of D&G, that would take place this evening, had been canceled.

“The fashion show that was planned on November 21st at 20.00 has been rescheduled due to circumstances, we deeply regret any inconvenience caused,” the official D&G account published on Weibo, just some three hours before the show would take place.

The hashtag “DG Show Cancelled” (#DG大秀取消#) had received 340 million 490 million views at time of writing, being one of the top 10 trending topics of this moment.

According to Chinese media, various Chinese celebrities, including Zhang Ziyi (章子怡) and Chen Kun (陈坤) had already refused to attend the show.

On Weibo, many netizens do not believe the claims by D&G that their account had been hacked, saying things such as: “Ha, ha, ha, your show has been canceled, you tried to make money off China, get lost!”

The Sina Fashion Weibo account has since posted photos of the fashion show venue, that is now deserted (images below).

Meanwhile, Instagram user @michaelatranova, who posted the screenshots of the conversation with the alleged D&G designer, posted on Instagram that “we all (not only us Asians) deserve a better treatment from all (fashion) brands that pretend to cater to our needs just to stuff their pockets with our money.”

Many Chinese netizens seem to agree with the Instagram user, as hundreds of Weibo commenters are calling for a China boycott of D&G.

As this story is still developing, feel free to share your view on this below in the poll: do you believe Gabbana’s account was really hacked, do you think it is an excuse, or is it irrelevant?

Coming Soon

For an update of this story, please check this article!

By Manya Koetse, with contributions from Miranda Barnes

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2018 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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Backgrounder

The Power of Peppa Pig: The Cultural Icon of China’s ‘Shehuiren’ Punks

From children’s icon to ganger pig, Peppa Pig is now banned from China’s popular short video platform Douyin.

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From innocent children’s cartoon via subculture icon to banned topic; Peppa Pig has had a rollercoaster ride in China recently, and her own Peppa Theme Park has not even opened its doors in the PRC yet.

Over the past weekend, Chinese popular short video app Douyin (also known in English as Tik Tok) removed approximately 30,000 short videos relating to British cartoon Peppa Pig from its platform.

Douyin’s “Peppa Ban” became a hot topic of debate on Chinese social media today, with the hashtag ‘Douyin Blocks Peppa Pig” (#抖音封杀小猪佩奇#) receiving over 40 million views on Tuesday.

According to a list of Douyin’s guidelines that have been surfacing online, Peppa is just one amongst various topics and themes banned from the platform. Other types of banned content include those relating to smoking, drinking, cross-dressing, cults or religion, and anything insulting the Chinese government.

Over the past few months, Peppa Pig has become a subversive symbol to a Chinese online youth subculture dubbed ‘shehuiren‘ (社会人), literally ‘society people’, which is a group of young adults that is anti-establishment and somewhat ‘punk’ in their own way; going against mainstream values and, as state media outlet Global Times puts it, are “the antithesis of the young generation the Party tries to cultivate.”

Shehuiren Subculture and Peppa

Now that the Peppa ban on Douyin is receiving ample attention on Chinese social media, so is the shehuiren subculture, with many people wondering what this subculture is and why Peppa Pig, a British children’s cartoon, plays a part in it.

On various Chinese message boards, from Baidu Tieba to Zhihu, netizens are discussing the ‘society people’ – meaning not literally the people in society but the specific group of ‘shehuiren’ that mainly emerged from Chinese short video platforms such as Kuaishou and Douyin.

Their name derives from a meme and online slogan of “society, society” (社会社会) which basically means someone’s been around the ‘hood’, is cool, are doing their business, know the right people, is a ‘boss’ or ‘gangsta’.

‘Shehui shehui!’ – this bad boy is straight from ‘the hood’.

These are some of their general characteristics:

  • They are usually born after 1995 (95后), aged between 17-23.
  • They belong to the lower class of society, have a low education and work temporary jobs.
  • They are active on online video platforms such as Kuaishou or Douyin and want to become internet celebrities like MC天佑 (MC Tianyou), a well-known Chinese live-streamer/rapper.
  • They are part of social circles run by a ‘big brother’ (大哥); they often hang around smoking cigarettes and playing cards.
  • With their hair gel and skin-tight shirts, their appearance is quite outspoken.
  • The shehuiren term generally refers to young men, but there are also girls and/or girlfriends, who have bleached hair and wear short skirts.

“Shehuiren”: the “punks” or “greasers” of 2018 China.

Earlier in March and April, some Chinese blogs and media (e.g. anruan.com, Sohu News) already reported on the fact that Peppa Pig had become an icon for these online youth, two years after the British cartoon entered the Chinese market in 2015.

Although you would expect golden chains and dangerous-looking tattoos on the shehuiren, the supermarket Peppa Pig plastic watches became a hit in March when live-streamers started buying and wearing them.

Peppa Pig was already known in the circles of parents and teachers before, but first really became known among Chinese netizens when a live-streamer on the Kuaishou app showed off a Peppa Pig tattoo.

This livestreamer was actually not the first one with a Peppa Pig tattoo – in 2013, Italian footballer Alberto Giraldino also showed off a Peppa on his upper arm.

After the Kuaishou video and image with the Peppa tattoo became popular, it gradually become more adopted within the shehuiren community on other platforms such as Douyin and WeChat moments.

“Interesting Ordinary People”

As pointed out by one Baidu blogger, fervent users of the top short video apps Douyin and Kuaishou generally mostly like to see “interesting ordinary people.”

Since most of them are young, generally under 24, and are not part of society in terms of having a family, being married, or having a stable job, they are looking for ways to identify themselves: tattoos and big watches being major topics of discussion.

But since they are not actually gangsters, nor want to be really ordinary people, they have found in Peppa what they were looking for: by wearing Peppa watches and fake tattoos, they are mocking the big tattoos and Golden Rolex watches of the real tough guys, while also distinguishing themselves from mainstream culture and fashion.

The irony of the trend is that by ridiculing themselves through the use of the silly Peppa Pig, with her uncool and hairdryer-shaped head, they are now finally what they wanted to be all along: a pretty cool subculture, with a pretty gangster pig as an icon that has set a nationwide trend; according to Sixth Tone, more than 100,000 plastic watches and bracelets with various Peppa Pig designs were sold on Taobao in the last month.

The Peppa Ban on Douyin

With so much interest in Peppa Pig over the past month, it is no surprise that the recent ban on the piglet triggered waves of discussions on social media platforms such as Weibo, where Peppa has become a much-shared meme in all sort of varieties, with all kind of texts – often associated with dark humour.

Some people, however, say they have no idea what all the fuss is about and that it makes them feel old: “I was born in 1990 and I’ve never used Douyin and don’t understand why Peppa Pig is so popular!”

Many commenters also said they do not understand why Peppa would be banned at all, if it has nothing to do with copyright issues. Douyin has not responded to the issue.

Douyin is a sister app of news platform Toutiao (owned by Bytedance), which was recently criticized by authorities for hosting inappropriate content. The company then vowed to hire 4,000 additional censors. Its recent new guidelines may be a sign that the company is not taking any risks in getting more warnings from authorities in hyping up subcultures or “vulgar content.”

Despite the Douyin ban, hashtags relating to the pig have not been censored on Weibo, and if all goes as planned, Peppa will have her own theme parks in China opened in 2019 in Beijing and Shanghai, just before the Year of the Pig.

“I don’t know what all this shehui is,” another commenter said: “I just think Peppa is a cute pig.”

Watch the What’s on Weibo segment on BBC World Update on this issue here:

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us.


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©2018 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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