Yes this is actually dumb. Burning H&M or Nike products. Even those guys giving interviews about "H&M's product sucks; their quality sucks. I'm not buying them again!" is just as dumb. This is Jai Hind level stuff. I think that these folks are either not too mature, or are looking for publicity.This is just dumb. If you already bought them then you already paid money to Nike/H&M. I thought Chinese are beyond this sort of petty nationalistic showcase but many are still on the level of Indians post Ladakh.
They should just get more people to say: "I was a customer of H&M. H&M produces good products. But this time I cannot continue being their customer. I have to make a stand for my country". And please, no need to burn any H&M or Nike products. Would you burn your BMW if you're pissed at Germany? Just a plain old boycott will do. It will do far more damage than any idiotic publicity stunts. China can and should show better maturity than India and other 3rd world countries.