Previously, Canada Goose posted on its official Weibo that it had donated 2,000 pieces of down jackets and other cold supplies to the earthquake area in Gansu. Soon after, someone posted a resale rumor on the second-hand trading platform, causing an uproar. **Expensive and limited in quantity, facing the problem of distribution, whether the luxury Canada goose down jacket should be donated to the disaster area has also become a hot topic of public discussion.
The down jacket donated to the disaster area was "re-sold" by lawbreakers, and the man involved has been criminally detained. 2,000 pieces of down jackets and related materials have also been sent to Gansu, and there is no problem with the number after counting.
However, the peculiarity of this donation lies in the **. On the e-commerce platform, most of the Canadian goose down jackets are sold at 9,500 yuan, and there is no shortage of products with more than 10,000 yuanAccording to the information of Shanghai Charity Network, the total value of disaster relief materials donated by Canada Goose reached more than 15 million yuan. Even when it comes to overstocked products, their high value has sparked a lot of controversy.
The donated items are too expensive, and it is indeed a bit difficult to do. On the one hand, if the expensive and limited number of down jackets is realized in the distribution process, the value of the relationship may be greatly discounted, and even the derivative problems such as sale and resale may be greatly discountedOn the other hand, in view of the high cost, the process of material transportation and distribution needs to be supervised and properly handled throughout the process, which is not only time-consuming and laborious, but also causes a lot of pressure on the relevant local departments.
In view of this, many people have called for not donating luxury goods to the disaster area, and many industry experts have even suggested selling them directly for cash. Although this makes sense legally, from the perspective of the timeliness of emergency response, down jackets are exactly what the people in the earthquake area need to keep out the cold, and it may not be appropriate to sell them for cash at this time. Moreover, if it is not handled properly, it may be a little disappointing for the business.
Donating your own goods can not only help people in disaster relief, but also clear a wave of inventory and advertising, and the brand's approach is understandable. What's more, there is no prohibition on luxury donation itself under the current legal system, and since the enterprise has shown a strong willingness to donate, it should be accepted by law and reason. In other words, there is no procedural problem in this donation, and some people's excessive interpretation of corporate donations, as well as the one-sided division of "high and low" love materials, appear to be biased.
Essentially, down jackets are a necessity to keep out the cold. The supplies given to the disaster areas cannot be measured simply in terms of money. Regardless of the value, how to distribute relief materials to those most in need and whether all the proceeds can be used for public welfare are more valuable discussions.
Of course, the discussion of luxury donations cannot end there. Previously, 13 luxury goods companies including LVMH had donated 56.5 million yuan to fight the new crown epidemic for the purchase of urgently needed medical protective materials. Rather than donating expensive materials, luxury companies may wish to donate directly, or sell their inventory products at a discount, and then donate the donations, so as to facilitate the unified allocation of relevant departments, and also solve the problems of low price and quantity, and difficult distribution.
All in all, Canada Goose actively donated out of kindness, even if the "gift is too expensive", it does not have to be regarded as a "hot potato", let alone set up a business to "roast". This batch of warm cold items will be distributed to people as soon as possible, so that the warmth and kindness that can be experienced by body and mind are the most "cherished".
Author: Han Jing, **Zhengguan Yellow River Review).