As you know, the annual Consumer Rights Day is coming up on Friday, 15 March.

On the night of 15 March, China’s annual consumer rights day TV show, CCTV’s ‘315 gala’, which is dedicated to exposing alleged malpractice will be on air. The show is watched by millions of Chinese consumers and leads to a wave of public opinions on brands exposed in this program. Further, on a store-front level, 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 strongly encourage our brand partners to take this as an opportunity to revisit your crisis preparedness protocols and be prepared for the offset that your brand
or industry is introduced.

Is your brand prepared?

2019 theme is on ‘Brand Credibility Builds Reassurance In Consumption’

Following the theme of ‘Quality Consumption, Beautiful Life’ last year, the focus of this year is expected to be around the accusing of industry leading brands that violate consumer rights and destroy consumer confidence through false advertising, counterfeit goods, and consumer data breach. Here are the industries which are in this year’s radar:

  • E-commerce

  • Consumer Electronics

  • Automotive

  • Hospitality

  • Pharmaceutical

  • OTA

  • Household Appliances

  • FMCG

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 adaily basis

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

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

  • Brief executive team ofpossible scenarios and immediate response statement

  • On March 15th, havea crisis response team on stand-by to watch the CCTV 315 Consumer Right’s Day GalaProgram and respondon the outset that your brand istargeted, or public sentimentshiftsto your industry.  


Being the only independent agency with corporate and crisis management capabilities in China, the Corporate Communications Team at WE 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 | Group Account Director

© 2018 We Red Bridge.