Bulgari apologized. According to reports, on July 11th, @ BVLGARI announced that Bulgari Company respects China's sovereignty and territorial integrity and remains steadfast. We apologize for the mislabeling of the store address on the brand's overseas official website due to management negligence. We have immediately corrected the mistake after discovering it today! What happened between the initial silence and the subsequent apology? Without the strong questioning from countless netizens, Bulgari may not have apologized. In other words, this apology lacks sincerity and is not timely enough. To be precise, the person apologizing this time is not the Bulgari Group, but the Bulgari Branch. From the signing, it appears to be Bulgari China, and from the stamped seal, it appears to be Bulgari Commercial (Shanghai) Co., Ltd. Therefore, the sincerity of this apology has also been questioned. The mislabeling of store addresses on overseas official websites due to management negligence is not a matter of one or two days. It was caught by Chinese netizens before they hurriedly claimed to respect China's sovereignty and territorial integrity. What is the sincerity? The so-called 'as always, unwavering' is even more difficult to talk about, more like a smooth public relations rhetoric, in order to quickly pass the test. Based on this, it is believed that simply issuing a statement is enough, and expressing the meaning of "seeking forgiveness" can deceive Chinese netizens, which may underestimate their discernment and overestimate the effectiveness of this statement. From online feedback, the vast majority of netizens did not accept the statement, but continued to express doubts and dissatisfaction, indicating that Bulgari China's apology did not have much effect. What we have to ask is that many luxury brand companies have made mistakes in this regard and have learned from them. Why did later generations not learn from them? Why did you pretend to apologize after being stared at and feeling embarrassed? If there is a little vigilance and respect for China's sovereignty and territorial integrity, we will not repeat the same mistake. At least we won't have to apologize after being dug up. Where is the problem? It is not difficult to find that the relevant luxury brand companies do not really regard Taiwan as a part of the China, but take it for granted that Taiwan is a country. This is the root cause of frequent problems. Another scenario is that their political adventures stem from arrogance and also from the mentality of gamblers who take both sides. Facts have proven that making mistakes in principle issues will inevitably result in a heavy price to pay. Declarations are easy to write, apologies are easy to say, but when spoken and written, it is more important to make thorough corrections and truly correct mistakes. Bulgari China said, "We sincerely appreciate the supervision of netizens and are working with third-party international service providers to ensure the correct identification of relevant countries and regions on overseas official websites." This approach is certainly necessary, but not the end point. The reason is simple, "Taiwan is China" should become a consensus among the group. Of course, including Bulgari Group, anyone dealing with China should deepen this understanding. Not long ago, the CEO of Bulgari stated: "China is the most important market for Bulgari, even more important than the Italian domestic market." In this case, Bulgari cannot profit from the Chinese while harming China's interests. Amidst angry condemnation from netizens, Bulgari was in a state of confusion, hoping that it would truly be awakened and also looking forward to other luxury brand companies