It's worth remembering that all many of these companies did is make the weakest, most inconsequential PR statements possible. They didn't take any kind of action against China, they didn't boycott Chinese goods or even Xinjiang cotton, they didn't even take a position on whether Xinjiang had slave labour. All they did was acknowledge several years ago that there were allegations of slave labour in Xinjiang and that, if they were true, that went against what they stood for - and that was enough for the Chinese government to effectively shut down their operations and sales in China.