They are not amused

One of the noteworthy aspects of the viral outrage over the recent involuntary deplaning incident on the United Airlines flight (see here) is the Chinese reaction. From Jeffrey Towson, Professor at Peking University and author of the excellent The One Hour China Book:

  • The video was viewed online between 200-300M times in China.
  • It resulted in over a 100,000 comments, most all negative.
  • It became the top trending story on Weibo.
  • Petitions calling for a boycott of United Airlines went viral on Wechat.
  • Chinese media jumped in and it became a top news story everywhere in China. The People’s Daily ran photos of the man’s bloodied face and openly criticized the airline.
  • Prominent Chinese began lambasting the company. JD.com CEO Richard Liu said “…United is the worst airline, not one of the worst.”

[…] What we can conclude is that United Airlines was caught by surprise. Yet another multinational has suddenly realized that not only are Chinese consumers a big economic phenomenon, they are also a demographic that is paying close attention. This huge middle class is watching and listening all the time. They know what happens in the USA and can react within minutes. And this is not limited just to famous companies like United and KFC. If you have a bed and breakfast in Vermont, I guarantee you there are Chinese reviews and discussions about your hotel.

The combination of the growing economic power of Chinese middle-class consumers, and the instant worldwide spasms of attention (either positive or negative) that social media can generate, will prove rather disruptive to many businesses in the coming years.

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