When analogous statements are found offensive in the US, US citizens, US tech companies, and the US media can act with astonishing speed and coordination to stamp them out. That doesn't mean that the US government is directing all of it.
You have a track record of China using the heavy hand to dictate the messaging of corporations and individual citizens.
No coordinated message in China goes through without the explicit or implicit consent of the government, even if it starts "from the people". It's not hard to make the connection here.
Okay, perhaps. But that could also be them jumping on a popular bandwagon.
I'm just raising this doubt because I've seen, many times on sites like this, enormous panics over supposed Chinese government actions, which actually boil down to totally innocuous actions from individuals. The most common cognitive bias when the West discusses the East is to think of it as a giant collective -- not being able to "tell them apart".
If someone in the US makes politically questionable speech, the fallout is stretched over days, and generally products aren't pulled immediately from retailers, etc. Here, we had many commercial actors respond at once (Alibaba, Tencent, Li Ning, China Basketball Association, etc.).
It reeks of state coordination and pressure, especially when Chinese government entities are making related contemporaneous statements. Even if it wasn't, it's overly reactionary; elsewhere, one tends not to immediately kill commercial relationships over a controversial statement by one executive, but instead see how the organization as a whole will react to concerns first.
If it were Beijing, you'd have comprehensive action occur within a day or two and it would be a strict policy enforced by the government. All Chick-fil-A locations would be shut down immediately and whatever was upsetting would be removed (or the chain would never reopen); and while the authorities are at it, they might go ahead and engineer a forced ownership transfer for good measure.
I'll note that Chick-fil-A is booming in the US. It's now the third most successful chain in the US by sales behind McDonalds and Starbucks. That's despite their non-PC position on gay rights.
The image of English-speaking westerners talking about "liberate hong kong" is a bit triggering for the average Chinese person, due to Hong Kong and England's history. It must be incredibly easy for CCTV to point at that and say that it's just the western imperialists trying to take HK away.
China promised 50 years of "one country, two systems"-- people in Hong Kong want to cash that check.
The topic was whether the outpouring of sentiment from mainland China could be 'organic' rather than some immediate government dictate.
How could there be a bandwagon when twitter is banned in China (so no one could have ever seen the tweet), and immediately after the tween all Chinese social media blocked any posts related to the Houston Rockets? There was zero way for anyone in China to even know it was a thing or to be angry.
I find it truly stupid that Chinese government intervened, but if you think this move wasn't popular in China you're dead wrong.