Logitech China issued a formal apology late Thursday following the release of a promotional video by an authorised retailer that compared consumers to dogs. The controversial content, which was used to market a computer mouse, triggered a significant backlash across Chinese social media platforms.
The video featured a caption stating that consumers would come running like dogs once prices were reduced. This post drew immediate and sharp condemnation from netizens before it was eventually removed from public view.
Internal investigation reveals breach of protocol
In an official statement, Logitech China expressed that it was shocked and deeply pained by the extremely inappropriate content. The company extended its most sincere apologies to all affected consumers, acknowledging the gravity of the situation.
The brand clarified that the specific Douyin store involved is operated by Shanghai Best Electronic Co. This third-party firm is authorised to manage the sales and distribution of Logitech products on the platform.
A subsequent internal investigation conducted by Logitech China found that an employee at the retail firm had uploaded the video without adhering to the mandatory marketing review process. The company classified this incident as a serious violation of its corporate guidelines.
Commitment to stricter marketing oversight
Logitech has since pledged to enhance its oversight of authorised stores. Moving forward, the company intends to tighten its review procedures for all marketing materials to ensure that such incidents do not recur.
Shanghai Best Electronic Co also released a separate apology through its Douyin account. The retailer confirmed that the offensive video has been permanently deleted and that the employees responsible for the post have been disciplined accordingly.
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