The annual Consumer Rights Day is on Thursday, 15 March.

CCTV will host a dedicated program intended to expose companies that do not respect customer rights. Customers are known to use the day as an opportunity to hold companies to ransom under the veiled threat of going to the media if they do not get what they want.

Given the top issues of the year will only be exposed to the public during the live broadcast, we encourage our brand partners to take this as an opportunity to revisit their crisis preparedness protocols and be prepared for potential challenges and threats that their brand or industry might face.

Is your brand prepared?


2018 theme is on ‘quality of consumer purchase experiences’

Following on from the topic of improving the business practices of the EC and mobile category last year, the focus this year is on enhancing consumer consumption experiences to improve their overall lifestyle. The industries on this year’s radar:

  • Automotive

  • Pharmaceutical

  • Household Appliances

  • Consumer Electronics

  • Mobile

  • E-commerce

  • FMCG

  • Real Estate

  • Financial Investment

How to Prepare


 If you believe that your brand or industry will be targeted, here are some basic preparation protocols:                      

  • Conduct social media scan on a daily basis

  • Review recent media enquiries, industry issues, customer complaints and compliance requirements

  • Ensure PR, front-line and customer service representatives are aligned on crisis communication procedures

  • Brief executive team on possible scenarios and immediate response statements

  • On March 15th, have a crisis response team on stand-by to watch the CCTV 315 Consumer Right’s Day Gala Program and respond as soon as  your brand is targeted, or public sentiment shifts to your industry.

Being the only independent agency with corporate and crisis management capabilities in China, the Corporate Communications Team at Red Bridge has over 20 years of combined crisis management experience. If you have any concerns about protecting your brand’s reputation and preparing or managing an issue, please don’t hesitate to contact us. Our experienced consultants are here to provide you with the most appropriate crisis response advisory to meet your business objectives.


Maho Saito | Associate Director

© 2018 We Red Bridge.