"We Are Not Dogs!" - Chinese company changes name and insults itself in the process

Chinese company renames itself to something insulting in the Chinese culture. Wait, really?

Every culture has a trigger: call someone a pig in the West and you may have a brawl on your hands. To start a street fight in China, call someone a Dog.

Given that, it's surprising to see a Chinese delivery company changing their name to Kwai Gou (快狗), or Fast Dog. The name change was not well received, with drivers protesting outside a local office, holding up placards saying "We want dignity! We are not dogs!"

Apparently, customers were calling up to shout abuse, demanding "We want a dog to pick up my goods!"

The company explained that they didn't intend it to be insulting.


"By using the name, we want to let people know that we are a fast, reliable and trustworthy platform for freight logistics and ride hailing,” a spokesperson for Fast Dog said.


Although we sometimes see foreign companies commit cultural faux pas when entering an unfamiliar market, it's particularly surprising to see a Chinese company come up with a name which is insulting in the local culture and then provide a tone deaf explanation.

Usually the insight in this type of story would be to always find a local partner who can advise on local culture and issues, but that simply doesn't apply in this case. 

Instead, it's a missed opportunity. A re-branding exercise is an excellent chance to engage with your employees so that they act as brand ambassadors, actively passing on positive information about the company to customers, friends and family. Instead, Fast Dog is having a very public, placard waving protest by their front-line staff - the very people who their customers see every day.


Photo credit: Facepalm

Comments

Name

5-why,8,advertising,8,amazon,4,analysis,14,anime,4,apple,1,aria,1,articles,15,asian business culture,7,Australia,6,bangkok,23,blackberry,6,business,11,case study,4,china,3,coaching,3,commentary,10,communication,2,consulting,2,corruption,1,cost cutting,1,creative commons,2,crisis,1,CSR,2,culture,7,customer service,4,deming,1,disruptive,2,download,12,editorial,47,education,2,entrepreneurship,8,environment,2,ethics,2,expatriate,2,fishbone diagram,2,food,2,genchi genbutsu,2,generation y,2,hansei,1,harvard business review,2,hong kong,7,Horenso,5,information,1,innovation,11,interesting clips,6,internet,2,iphone,3,IT Audit,1,japan,15,kaizen,28,korea,2,KPS Video Express,3,laos,4,leadership,1,lean,5,live in bangkok like a local,4,management,9,marketing,30,Melbourne,6,mieruka,11,movie,1,new year,5,obituary,2,opinion,35,opportunity,8,PDCA,9,personal reflections,5,photo essay,1,photo walk,1,photography,16,poster,1,project management,1,proposal,1,published,5,quality control,4,quotes,7,research,1,review,4,sales,2,saving money,1,segmentation,1,self reflection,1,shared,1,singapore,2,social media,1,software piracy,2,standard chartered,1,status,1,teaching,1,technology,19,telecoms,8,thai floods,12,thailand,27,the hong kong I remember,3,The Toyota Way,39,thought leadership,3,threat,1,toyota,8,toyota production system,39,travel,11,venice,1,Virtual Tour,1,Visuals,13,wallchart,1,wikicommons,1,Wikipedia,2,working,1,zarticles,11,
ltr
item
Karn Bulsuk: Full Speed Ahead: "We Are Not Dogs!" - Chinese company changes name and insults itself in the process
"We Are Not Dogs!" - Chinese company changes name and insults itself in the process
Chinese company renames itself to something insulting in the Chinese culture. Wait, really?
https://2.bp.blogspot.com/-5voErXtKjeM/W37AbghsxVI/AAAAAAAAQOU/egl7EdeEal4zVPf8ZJwo7HeAw6s4nwb6wCLcBGAs/s320/facepalm-emoji.png
https://2.bp.blogspot.com/-5voErXtKjeM/W37AbghsxVI/AAAAAAAAQOU/egl7EdeEal4zVPf8ZJwo7HeAw6s4nwb6wCLcBGAs/s72-c/facepalm-emoji.png
Karn Bulsuk: Full Speed Ahead
https://www.bulsuk.com/2018/08/we-are-not-dogs-chinese-company-changes.html
https://www.bulsuk.com/
https://www.bulsuk.com/
https://www.bulsuk.com/2018/08/we-are-not-dogs-chinese-company-changes.html
true
1176442693905561237
UTF-8
All posts loaded No posts found VIEW ALL Read more Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS No posts found Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS CONTENT IS LOCKED STEP 1: Share. STEP 2: Click the link you shared to unlock Copy All Code Select All Code All codes were copied to your clipboard Can not copy the codes / texts, please press [CTRL]+[C] (or CMD+C with Mac) to copy