Recently, a piece of news has attracted widespread attention: a woman claimed that she spent more than 2,000 yuan to buy a down jacket, which was filled with scraps. Bosideng responded quickly, saying that the problem stemmed from improper consumer cleaning. However, such a response not only seems sloppy, but also exposes the brand's flippant attitude in dealing with consumer concerns.
In daily life, consumers are unlikely to cut open a down jacket to check the internal quality after buying it. As for the cleaning method, it is difficult for most consumers to realize that improper cleaning can cause damage to down jackets. In this context, Bosideng's response to consumers' doubts based on only one sentence of "improper cleaning" is obviously insincere and convincing.
As a well-known brand with a history of more than 40 years and large-scale and advanced production equipment, Bosideng's product quality is undoubtedly the core competitiveness of the brand. In the face of such suspected quality problems, Bosideng should show a rigorous attitude, verify the authenticity of the goods, and conduct an in-depth investigation into the specific causes of the problem. Simply responding to "non-quality issues" not only fails to calm consumers' doubts, but further damages the brand's image and credibility.
In the face of consumer skepticism, Bosideng's flippant attitude is grossly incommensurate with its status as an established company. A brand should not only have the quality of the goods, but also respect for consumers and be sensitive to market changes.
In a word: the brand pattern is small.