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The miniso doll incident (2022.8 Spain’s miniso mistakenly referred to a Chinese
The miniso doll incident (2022.8 Spain’s miniso mistakenly referred to a Chinese-style cheongsam princess as a geisha doll in a social media campaign for a newly released toy):
https://zhuanlan.zhihu.com/p/553110251?utm_psn=175…
Easy to understand:
https://brandzaar.com/blog/miniso-the-truth-behind…
https://m.jiemian.com/article/7934678.html
https://zhuanlan.zhihu.com/p/72765551
In response to the above incident, miniso has taken a number of measures:
1. issued a statement on the “right remedy”.
2. a unified approach to social media and the cancellation of the partnership with the Spanish distributor
3. sanctioned the executives
4. change the logo and remove the Japanese language
5. de-Japaneseise the product (add Chinese elements to the product and promote it more)
What needs to be written (it’s a presentation speech):
An analysis of miniso’s corporate strategy:
The following are just some ideas
1. domestic country (did not mentioned this is China brand , so people think that this Japanese )
2.how to keep competitive under such negative pressure
3. In other country ? New slogan?
4. Products differences 5. Does customer differ ?
6. Cultural of company 7. Strategy to change and also keep the competitive ability Use some business-related knowledge, combined with cross-cultural knowledge, to analyse the corporate strategy.
Provide a reference list
You can find some other references, not all of which will be in the reading of the course.
Translated with DeepL.com (free version)
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