It's a day that big brands fear Starbucks, Apple and Burger King have all been burned by it.

這一天，大品牌怕是星巴克、蘋果、漢堡王都被它燒了。

The annual World Consumer Rights Day on March the 15th has become a major TV and social media event in China, during which domestic as well as foreign brands are singled out for high profile and sometimes damaging criticism.

一年一度的3-15世界消費者權益日已經成為中國電視和社交媒體的重大事件，在這期間，國內和國外的品牌都會被高調地挑出，有時還會遭到破壞性的責備。

World Consumer Rights Day began in 1983 and China began observing it three years later.

世界消費者權益日始於1983年，三年後中國開始紀念。

Now the highlight of the day is a two hour primetime show broadcast by state run CCTV.

現在每天的重頭戲是國營央視播出的兩個小時的黃金時段節目。

The 315 show names and Shames brands for issues ranging from poor quality products, robocalls, illegal collection of personal information and even aggressive sales of beauty salon memberships.

315節目點名羞辱品牌的問題，從劣質產品、搶劫電話、非法收集個人信息，甚至咄咄逼人的美容院會員制銷售等。

This picture, from 1996 shows consumers being taught how to distinguish fake brands of soy sauce.

這張1996年的圖片，是教消費者如何辨別醬油的假品牌。

This 2000 and four shot shows a convoy of trucks transporting more than $500,000 worth of counterfeit goods to be destroyed at a dump, also marking Consumer Rights Day.

這張2000年和四的照片顯示，運輸價值50多萬元的假貨的車隊將在一個垃圾場銷燬，這也是消費者權益日。

Fearful big brands have been known to prepare responses ahead of time, just in case.

恐懼的大品牌都會提前準備好應對措施，以備不時之需。

In 2020 US fast food chain Burger King drew criticism In the past, Starbucks came under fire for charging higher prices in China than they did in the U.

2020年美國快餐連鎖店漢堡王引來責備 過去，星巴克因在中國收取比在美國更高的價格而受到責備。

S, while Apple was bashed for then one year service warranty in China shorter than in other markets.

S，而蘋果被抨擊當時在中國的一年服務保修期比其他市場短。

Volkswagen was scolded for engine defects on an SUV, Nike for misleading advertising, and Japan's Muji for selling food products allegedly sourced from a part of Japan affected by radiation.

大眾汽車公司因一輛SUV的發動機缺陷而被罵，耐克公司因廣告誤導而被罵，日本無極公司因銷售據稱來自日本受輻射影響地區的食品而被罵。

But most of the criticism has been of Chinese brands.

但大部分的責備都是針對中國品牌的。

Food delivery company ellie dot me, which is now owned by Alibaba, was once singled out for working with restaurants that operate without licenses or proper kitchens.

現在阿里巴巴旗下的食品配送公司Ellie dot me曾因與無證經營或無合適廚房的餐廳合作而被挑剔。

What's the impact of being named?

被點名有什麼影響？

Well, brand reputations and share prices can suffer.

嗯，品牌聲譽和股價都會受到影響。

Who taught you how?

誰教你的？

A news aggregator APP was criticized in 2020 for its advertising practices.

2020年，某新聞聚合APP因其廣告行為被責備。

New York listed shares in the company plunged 23% in the trading session following the show.

紐約上市的公司股價在演出結束後的交易時段大跌23%。

Named companies typically issue prompt responses, expressing gratitude for the oversight and criticism and willingness to correct their behavior.

被點名的公司一般會及時發佈回覆，對監督和責備表示感謝，並願意改正自己的行為。