Dell has taken a savage beating from Chinese netizens over the last few weeks, after it was perceived to have ignored complaints by Chinese customers. It is a cautionary tale of the dangers of ignoring just how influential the internet is in China.
Dell’s problems began at the end of June, when a customer named Zhang Min bought a Dell laptop online, only to find that the machine Dell delivered to him had slightly different specifications to the one he had ordered. Zhang’s laptop had a T2300e chip, but he thought he was getting one with the T2300 chip. Apart from the letter ‘e’, the only differerence between the two chips is that the T2300 supports visualisation (i.e. running two operating systems at once), a feature usually only required by hardcore tech-heads or server computers. Dell says there is no difference in performance.
Nevertheless, Zhang wasn’t happy and he contacted Dell to complain. The company (foolishly) decided to stick to its guns, apologising for the confusion but refusing to change the chip or offer a refund. So a very unimpressed Zhang went online to publicize his dissatisfaction with Dell and their service at a techie forum. Before long he had rounded up several other disgruntled Dell customers who had also been given the wrong chip. Throw in an enterprising lawyer, Ma Jianrong, and a smidgen of wounded national pride, and before you could say "We’re sorry, here’s a full refund," Dell had been served with a class action suit, and its name was being dragged through the mud on the Chinese blogosphere.
Despite the intensely negative publicity, Dell ploughed on with their initial strategy, gamely trying to face down the net mob. But this Friday they finally caved and offered to refund all affected customers.
(A detailed timeline and more exellent analysis of the situation can be found on the China Word of Mouth blog.)
Although this particular story has drawn a lot of international attention to the power of Chinese netizens, this is by no means the first time they have flexed their collective muscle. There have been countless other examples over the last year or so of the speed and fury with which Chinese net mobs fixate on and pursue their targets, from the unmasking of the Cat Killer of Hangzhou (star of an infamous kitty snuff movie, who was tracked down and named online, even though the enterprising web-sleuths initially had almost nothing to go on) to the periodic outbreaks of sometimes plain hysterical anti-japanese fervour (e.g. the thousands-strong virtual mobs that gathered to protest the use of a supposed ‘Japanese flag’ in a virtual office in the Fantasy Journey to the West online game)
[At the Eastwestsouthnorth blog, there is a great overview of the methodology employed by the net detectives in the pursuit of their targets. This is in relation to the hunt for alleged child pornographers in Zhengzhou city.]
This is a pattern that has been repeated again and again. It seems that these BBS vigilante movements are filling a social void, providing an outlet for frustrations and personal opinions that rapid economic development has created, but for which the politically backward system doesn’t provide any vent. Independent monitors, for example an Independent Consumers Watchdog, don’t exist; or if they do, they do so in name only, and are likely to be under the thumb of one of the government ministries. So with no official body to turn to, people go online and take matters into their own hands. At which point, as ESWN points out, Chinese surfing habits influence the way these movements coalesce: "These events are mobilized on the large Chinese BBS forums with tens of thousands of comments per hour. By contrast, Americans tend to visit personal blogs which are less connected, coordinated and cohesive. Thus the scale and ferocity of the Chinese manhunts are unmatched anywhere else."
An example of this web activism: Confidence in the professional standards of domestic scientific and academic research and academia is currently at rock-bottom, with a number of high-profile scandals (like the Hanxin Chip scandal) and the halls of academia widely acknowledged to be riddled with plagarism. The government hasn’t done much to tackle it - probably because this would require a root-and-branch overhaul of the education system - so netizens have taken it upon themselves to police this field. A website called New Threads was set up by Fang Zhouzi, a former biochemist, with the aim of exposing instances of academic fraud.
But this is not necessarily a positive development. No official oversight means no accountability, which means that there are few concrete regulations and things can get ugly. A few weeks ago Fang lost a libel case brought by one of the scientists he "exposed" on the website. And last month, a Nanjing professor won a case against popular blogging site blogcn.com. One of the professor’s students had a blog on the site which, the professor alleged, containted derogatory material about him.
The (almost too) obvious question, though, is why this net activism doesn’t spill over into the political realm? When we hear of so many protests every year, why don’t we hear about any similar activity on the net ? Well, at least until now, it would seem that our e-police buddies Chacha and Jingjing, and those other 30,000 online police monitors we’ve heard so much about, have been earning their keep. By monitoring chatrooms and forums, they have been well-positioned to clamp down on anything remotely threatening. An example of this was the rapid rise and subsequent smothering of an online campaign protesting rocketing house prices in Shenzhen earlier this year.
In this case, a Shenzhen-based business man, Zou Tao, organised an online petition calling on the city’s residents not to purchase houses until the government took action to combat soaring prices. (House prices in Shenzhen had risen 20% in the previous 12 months). More than 30,000 fellow citizens signed up in support. But so successful did the campaign become become that the obviously worried local authorities stepped in and put the nix on Zou’s nascent social movement (along with his website, blog, mobile phone and personal email) just as he was preparing to travel to Beijing to take his campaign national.
We may, however, have witnessed a turning point in this attitude this week, as netizens succeeded in rolling back a decision by the Forestry Ministry to auction off hunting rights for endangered animals. (Although, it must be said that this regulation was so monumentally daft that it was surely bound to fail, regardless of the outrage brewing on the internet.)
So, the moral of all this net activity is that companies such as Dell will have to tread carefully and pay close attention to the mood-swings of Chinese netizens. KFC and Volkswagen are just two of the companies who have learned this lesson the hard way in recent months. Chinese smartmobs are often sensitive, always tenacious and relentlessly unforgiving. And such is the nature of the Chinese web-surfing experience that little problems can very quickly become amplified and turn into PR disasters.