In 2018, Canada Goose entered the Chinese market, but repeatedly fell into a crisis of negative public opinion. In 2021, many Chinese consumers said that the Canadian goose they bought had serious quality problems, the logo was wrongly embroidered, the stitching was rough, and the fabric had a pungent smell… But the return was rejected, and repeated rights protections were fruitless. Canada Goose stipulates in the Chinese market that products purchased in offline stores cannot be returned. But Canada Goose wants to continue to develop the Chinese market and build trust with consumers. The letter of apology should include an apology, admit mistakes, explain the reasons for the incident, propose solutions, invite public supervision, and sincerely apologize again.

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