The company's positioning at its inception almost seemed to mimic Japanese brands a bit, and it also referred to itself as a "Japanese designer brand". Japanese designer brands? In mid-August, Mingchuang apologized for calling itself a Japanese brand, which it did in an effort to preserve its business at home - after all, even if it does have business abroad, most of the company's business is still at home.

The retailer, which was founded in 2013, is marketing itself with a ? persona? was a Japanese brand, as many consumers at that time had a preference for some Japanese designs. Obviously this marketing behavior was a big success, and more and more stores were opened in the country. Also by virtue of the retail side of the low price of goods, to gain the trust and favorite consumers.

But what happened in Spain? Flagstaff dolls? s incident was like a domino that instantly unveiled some of the moves behind Mingchuang. As a Chinese company, you can invite Japanese designers to design your products, and you can create a Japanese-style corporate image. But when you sign a cooperation agreement with a foreign company, claiming to be a Japanese company and posing for a photo behind the Japanese flag is really touching the bottom line of the country, and many netizens are calling it bad luck.

And the most people feel speechless is that in 2022 when the world is looking at China's manufacturing, but also playing the name of the Japanese companies outside to cooperate with foreign businessmen. Also translating the Chinese cheongsam into ? Japanese Geisha dress? , really makes Chinese people angry. After this happened, the attention was hot, quickly on the hot search, many people said they do not want to buy Mingchuang's goods anymore.

That's why Mingchuang took the initiative to issue another apology less than 10 days after the apology, and also expressed that it would complete all the corrections by March 2023. There's no doubt that Mingchuang's apology is fine, but it's still a toss-up whether consumer perception will return. The stock has been falling, waiting for the results of the rectification of the 2023 Mingchuang.