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在线翻译:
szdaily -> In depth -> 
Companies butter up consumers ahead of dreaded TV exposé
    2015-03-17  08:53    Shenzhen Daily

    FROM cut-price apple pies to free iPads, companies in China transformed Sunday’s dreaded consumer rights day into a shopping frenzy to blunt the impact of being named and shamed in State broadcaster CCTV’s annual exposé.

    McDonald’s discounted pies three years after food safety lapses made it a one-time target of the broadcaster’s “3.15” show, while e-commerce giant JD.com gave away tablet computers over four days of “crazy sales” that ended Sunday.

    “Companies are being preemptive, making consumer day a positive story,” said James Feldkamp, chief executive officer of consumer watchdog Ming Jian. “If you’re going to be a target, at least you’re already doing something to balance it out.”

    The investigative news show, broadcast every World Consumer Rights Day, is in tune with a government drive to boost consumer protection laws and toughen punishments for misleading shoppers. Violations of consumer trust can go viral online in China, especially in sensitive sectors such as food, cars and make-up.

    Ahead of this year’s March 15, former target Wal-Mart Stores had deals on electronics and cosmetics on its online supermarket Yihaodian, and promoted a “say no to fakes” campaign echoing government calls to outlaw counterfeit goods. Volkswagen AG also had 3.15 discounts.

    Not all campaigns were explicitly linked to the day. Online retail giant Suning Commerce Group gave away 30 million cartons of milk, yoghurt and other dairy products for as little as 20 cents each over five days that ended Saturday.

    At McDonald’s, the apple pie price cut over Saturday and Sunday was touted as a “3.14” event — a play on the mathematical number pi. The fast food chain, which gave away 1 million free breakfast McMuffins in China around the same time two years ago, said its pie promotion was in no way linked to 3.15.

    JD.com and Volkswagen declined to comment. Suning did not respond to emails seeking comment. (SD-Agencies)

    

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