Global clothing major H&M tried to make amends after triggering widespread fury with their "deep concern" about reports of "forced labor" in Northwest China's Xinjiang Uygur autonomous region, but it looks like too little too late.

A statement on H&M's official website claiming they do not work with any garment manufacturing factories in Xinjiang had invited the wrath of Chinese consumers. Although the claims of "forced labor" in Xinjiang are lies fabricated by certain Western politicians, the Swedish clothing brand decided to side with these anti-China forces by boycotting Xinjiang cotton. In the fresh statement issued on Wednesday, H&M claimed that they "respect Chinese consumers".

However, if they really did so, they would not have backed such a political plot against China. Expectedly, the fresh statement has failed to calm the anger.

Analysts say the brand hopes to please Western politicians by boycotting Xinjiang cotton. However, by doing so, they are offending Chinese consumers and will lose the Chinese market. Chinese consumers cherish the dignity of their nation, and anybody offending their dignity deserves penalties.

Besides, by boycotting Xinjiang cotton, H&M is violating market principles. According to a Chinese foreign ministry spokesperson, such a move, damaging global industrial, supply and value chains, goes against international trade rules.

China is the world's second largest producer and largest consumer of cotton. The country produced 5.95 million metric tons of cotton in 2020 while its total demand is 7.8 million tons. In other words, there is a 1.85 million ton shortfall. Xinjiang's long-staple cotton is top-class and will never go to waste even if boycotted. It will get consumed within China's borders, upsetting Western politicians' plans.

Enterprises who follow Western politicians in badmouthing China, can forget the Chinese market, because they cannot win their trust any more.