(1) The cancellation of Dolce Gabbana’s big show of Shanghai
In the Internet era, the speed of information spread is unimaginable. The negative public opinion of enterprises is very short from its emergence to its outbreak. When all aspects of society focus on the negative brand, the consequences will be unimaginable. When people attach importance to “brand reputation” and “corporation image”, Dolce & Gabbana has put out advertisement for insulting China and propaganda on micro-blog(weibo.com) desperately, which is the worst marketing model undoubtedly. The absence of many stars made the DG show impossible to carry out, which was asking for trouble absolutely.
(2) The netizen have been in a very bad mood.
According to the public opinion monitoring system of enterprises with micro-knowledge and word-of-mouth, when facing to the abuse of DG, netizen’ emotions were mainly negative, accounting for 79.5%. Netizens scolded and asked DG to roll out of China one after another. Only 9.6% of the positive emotions were not the support of Dolce & Gabbana, but some netizens published “a song named Liang Liang for it, hahaha.”, “The show that nobody went had to be cancelled.”, and so on. It has to be said that, at least in the eyes of the Chinese, the brand image of DG has been thoroughly “froze” and the Chinese market has been finished.
(3)The summary
DG is the best example of how a brand can kill itself in the fastest way.
In the past, advertisements for insulting China were published. In the latter, designers fueled the ins fire. In the Internet era, however, it is always necessary to pay back when you come out. Even if it is a mature brand, you cannot ignore the establishment of brand reputation. After all, the Internet in the 21st century will surprise you unexpectedly. From the emergence of negative public opinion to the outbreak, brand reputation has declined all the way to the China’s boycott, a song named Liang Liang(Cool Down) sent to Dolce & Gabbana, congratulations on your coming out of the Chinese market.
