Why Does "Disgrace China" Brand Durga Banner'S Sales Rebound

After several years of falling sales, Ms. Duga Banna, who was strongly resisted by Chinese consumers because of the alleged "humiliation" of advertising language, began to rebound.

According to the U.S. News Agency, it seems that in 2021, Du jiabanna's sales in China are rebounding by 20% compared with the previous year.

The brand did not want to lose the Chinese market and hired two "international crisis management companies" to do so, and participated actively in two sessions of the China International Import Expo in Shanghai, according to the company. It also revealed that the brand currently employs 1200 people in China and plans to open a fashion store in Shanghai's CITIC Pacific Plaza in the near future.

Three years ago, after the exposure of Du Chia Banna's alleged "humiliation" incident, it was once strongly resisted by Chinese consumers, and then the fashion show was forced to be postponed, the Asia Pacific Image Ambassador announced the termination of the contract, the offline products of China's e-commerce platform, and the closure of physical stores... Why did the brand that was originally "cool" have a "rebirth"?

The cause of the incident originated from a promotional video of "eating with chopsticks" published by D & G on its official microblog, ins and facebook accounts around November 17, 2018.

In the video, a Chinese girl in D & G is sitting in a Chinese restaurant trying to taste three oversized Italian dishes with chopsticks.

The "Chinese pronunciation" used in the narration, the arrogant tone, and the strange posture of Chinese models using chopsticks to eat pizza and Italian style sweet rolls have been questioned by netizens, which are suspected of discriminating against Chinese traditional culture.

Some netizens believe that the choice of this model with small eyes to appear on the stage is totally misunderstanding and discrimination against the Chinese people, causing widespread controversy in domestic social media.

Of course, the biggest trigger of the incident was the conversation between Stefano Gabbana, one of the founders and designer of D & G, and netizens in INS, which suddenly wrote "China is a shitty country". The dialogue was posted on the microblog by netizens on November 21, 2018, causing heated discussion and strong condemnation from Chinese people.

After the incident, it took less than two hours for Chinese star Chen Kun to announce that he would not attend the D & G show to be held in the Shanghai World Expo Center at 12:35 p.m., including Li Bingbing, Chen Xuedong, Wang Junkai, delireba, Huang Xiaoming, Mu Ziyang and other stars announced that they would withdraw from the show, and Chinese models also announced that they would not perform on the D & G show, This made Duga banner feel the crisis.

At about 13:52 p.m., Stefano Gabbana, a designer of D & G, made an emergency response, saying that his account number had been stolen. He did not reply before, but did not explain why the official number also sent an unreasonable reply.

Subsequently, D & G responded in its official microblog that "Dolce & Gabbana's official intragram account and Stefano Gabbana's instagram account were stolen, and we have immediately solved the problem through legal means. We apologize for the impact and harm caused to China and the Chinese people by these false statements. We always love and respect China and Chinese culture."

However, at that time, the Chinese did not buy it. Followed by the online platform off the shelf related products, offline stores closed, etc.

But, three years later, Duga Banna "blood back"?