Logitech (罗技) ad copy calling shoppers "like dogs" sparks outrage in China; company says staff sanctioned

Ad and backlash

A promotional short video posted by Logitech (罗技) on a short‑video platform drew sharp anger after copy in the post read "我一降价，还不是像狗一样跑过来" — roughly, "When I cut the price, don't you run over like dogs." The clip was quickly taken down, and it has been reported that the topic "Logitech insults consumers" climbed to the top of Weibo hot searches at 21:11 and remained among the top trending items at the time IT之家 filed its report. How did a routine price push become a flashpoint for a global hardware brand?

Logitech response

Logitech has removed the video. It has been reported that Logitech's flagship store customer‑service team responded, saying the company will strengthen content review and accept criticism, and that the short‑video team member involved has been "severely warned" and had all performance pay deducted. Reportedly, the company is still seeing many complaints in the account's livestream chat and member groups even after the clip was pulled.

Why it matters

Logitech is a well‑known maker of mice and keyboards in China and globally, but foreign brands operate in a sensitive environment where perceived disrespect toward consumers can provoke rapid online backlash. Against a backdrop of stronger consumer nationalism and heightened scrutiny of multinational firms in China, such missteps risk outsized reputational damage and require swift local damage control. It has been reported that Logitech's public handling will be watched closely as the episode unfolds.