Previously, controversy on Chanel Advent Calendar 2021 online in China has spread to foreign social media. The related video on TikTok has more than 40 million views, and then some users found that Chanel closed the official account on TikTok. An TikToker has created unboxing videos about the products. The video has been seen 40 million times. After that, Chanel’s official TikTok account is deleted.
Bruno Pavlovsky, president of Chanel, responded that the Chanel Advent Calendar was part of the celebration of the 100th anniversary of the launch of No. 5 fragrance. He said that they would be more discreet in the future and denied rumors that the TikTok account had been closed due to controversy. It is found that Chanel’s official account on TikTok had never posted any content.
The Advent Calendar with price of $825 contained only five actual Chanel products, while the remaining items — a mix of stickers, bookmarks, and crystal balls — were of little or no value. In this regard, the vast majority of netizens have expressed great dissatisfaction with this Calendar stuffed with a variety of underwhelmed products. Some comments said some of them are only giveaway of Chanel and some netizens called out Chanel for fraud. A small number of people believe that the outer box of this Calendar marked with specific products so that there is no deception.
Although the pricing right of a product belongs to the brand, it should essentially follows the pursuit and recognition of consumers. If brands tend to be loved by consumers, they need to follow price rationality of mass market as well as swallow its pride to cater to consumers.