logitech

Swiss computer accessories brand Logitech's China branch, Logitech China, on late Thursday night issued an apology on its official Sina Weibo account, after controversial content posted by its e-commerce store operator in China sparked outrage.

"Regarding the highly inappropriate content today by the 'Logitech G Official Flagship Store' on Douyin, Logitech China expresses profound shock and regret," the company said in the Sina Weibo post. "We fully understand and empathize with every gamer's disappointment and anger, and we offer our sincerest apologies to all users," it said in the statement.

Earlier reports indicated that on Thursday, the Douyin account of Logitech China's official store posted a product promotional video for its GPW 3 mouse with the caption "When you say, 'I won't spend another penny,' I lower the price, and yet you still come running like a dog." The video was widely criticized for belittling and insulting consumers, triggering intense outrage online.

The company's statement said that the "Logitech G Official Flagship Store" is operated by Shanghai Best International Trade Co, authorized by Logitech China to handle sales on the Douyin platform. An internal investigation revealed that the unauthorized content was posted by an employee of the operator company, who bypassed Logitech China's marketing material review process. The incident seriously violated Logitech China's brand guidelines, the statement said. 

Logitech China pledged to thoroughly review its management of authorized stores' marketing activities and ensure that such incidents do not recur, according to the statement. "We have always respected every gamer. We will take this as a lesson, focus on product experience and service, and uphold our brand reputation and users' trust to the highest standards," the statement noted.

Global Times