Not long ago, Li Ning held a autumn and winter show at the airport. But this new product show made Li Ning, who has always shown herself as a "national brand", fall into "national controversy" for the first time.
The biggest controversy is the dark green hat styles in the middle.
This is also the one that has been criticized by netizens the most:
It looks almost like a Japanese military uniform invading China. The model wearing this new product walking on the catwalk is like a fake "Japanese colonel".
is too small to see clearly?
is here, I will show you a few enlarged photos, I won’t speak.
Please give an objective evaluation of whether there are any problems with these photos.
Is netizens too sensitive, or is Li Ning doing it too much?
is the first color, dark green.
followed by the brims on both sides.
I checked the history. These two cloths on both sides of the military cap are specially used to protect against sun and mosquitoes. They were first used by the French on the African battlefield.
The Japanese devils used Big brim hat before the 1930s, and later they learned from the French and became this kind of "military hat hanging cloth". The widespread use of "military cap hanging cloth" was after the comprehensive invasion of China.
On June 1, 1938, the Japanese army formulated the army's brief cap, also known as the combat cap, and officially issued the "military cap hanging cloth". Japanese Marine Corps and naval ship officers and soldiers were also worn one after another, and the Japanese police defense regiment also used combat hats. In 1940, the combat hat became a national uniform in Japan. During the war, Japanese officials, teachers, and even all citizens wore combat hats.
Therefore, fighting hat plus "hat hanging" is the standard image of a Japanese soldier.
Then, let’s put Li Ning’s new clothing together with the photos of the Japanese devils and compare them.
What the hell is this?
The two are simply too similar, right?
Li Ning, what's going on with you?
I treat you as a domestic product, but you treat me as a colonel?
Li Ning, who has always claimed to be a patriotic brand, actually did something like this that would hurt national emotions.
Is this really OK?
So, as soon as these photos were leaked, they immediately aroused strong anger from netizens.
For Li Ning, this should be regarded as the first public relations crisis since their establishment.
If I were Li Ning's boss, I would immediately fire the designer, take the relevant responsible person to the end, and deal with all the products, and drop all the pictures as soon as possible, and publicly apologize to the public.
This is what a responsible national enterprise should do.
Who made you always claim to be a national brand Li Ning?
Since it is a "national brand", then you must do something that suits national emotions.
However, to date, Li Ning's official Weibo has not deleted relevant pictures of the products, nor has he responded.
Moreover, Feng Ye, general manager of Li Ning's e-commerce, posted a reply on his circle of friends:
"Our consumers have less inherited Chinese culture and educational knowledge. At the same time, we should reflect on ourselves to avoid more misunderstandings in the process of correctly guiding consumers."
, and he also added the topic of "hashi helmet".
is a good "correctly guide consumers".
Why do we companies not look for the reasons themselves after a problem occurs?
On the contrary, they attack consumers every time, thinking that the consumer's awareness level is too low and they need to accept your guidance? The one on
wants to educate consumers is Koizumi .
There was a problem with his kitchen knife. He didn't think about whether his product quality was not up to standard. As a result, he just wanted to teach Chinese people how to cut vegetables. He also said that the chef of Michelin is not like this.
Are you talking nonsense?
I spent money to buy your products, but you still have to teach you a class. Why bother?
Is these companies so high that they have been high on the table for too long and have forgotten their original intentions. Forgot who gave you so high and made you eat so full?
or is the consumer giving you too much face?
If I hadn't had the old paste that had been in my mind for 30 years, I would have been unable to say such nonsense.
Originally, this public relations crisis can be solved by apologizing. If you accept it, you should be fine and fire a few designers and staff.
You can explain that it is a work negligence, and the people will still understand you.
As a result, we were the e-commerce manager, and the matter has turned into: Li Ning knew that he was doing something wrong, but he still had to make excuses for himself, trying to get through.
Now, the problem is serious.
was originally just a design problem and an aesthetic problem.
Now, it has become an attitude problem. There is a problem with
. What attitude do you, Li Ning, treat consumers?
is arrogant and arrogant? Are you worthy?
So, angry netizens quickly dug out a shocking melon again.
It turns out that Li Ning's current CEO is actually Japanese.
The information is written very clearly. I was born in China and then went to Japan to study.
Now, he is a Japanese Chinese and has become a Japanese nationality.
China's Nationality Law does not allow Dual nationality , but if you choose to naturalize in Japan, it means that you will automatically give up your Chinese nationality.
So, this President Qian, no, it should be Takeshi Takasaka, who is now a Japanese with standard standards.
No wonder, this is not a problem for the designer.
is Li Ning's superstructure, and his surname is Ri.
I am a Japanese and like the design of Japanese military caps. Is there any problem?
has no problem at all, it is reasonable.
So, as Li Ning's designer, the best of the people will be.
The designer must be thinking about flattering the boss. What does it have to do with him whether consumers like it or not?
Is it the boss who paid him a salary, or is the consumer paying him a salary?
When you understand this, you will easily understand: why this time Li Ning's hat brim is designed like this.
No problem.
logic is very smooth and there is no problem.
is reasonable.
just, I think they should have forgotten a little.
How did the Li Ning brand develop to this point today?
In fact, the truth is very simple. When Li Ning was first, he was not a clothing brand, but a person.
Li Ning is a famous Olympic gold medalist in my country and a gymnast. He won 106 gold medals in his athlete's career.
While fighting for the country, he won countless honors, he himself also received countless praises.
Li Ning is therefore known as " Gymnastics Prince ". In fact, International Sports Federation also named 4 movements after Li Ning.
Li Ning retired in 1989. In 1990, Li Ning founded a sports brand named after himself. It can be said that Li Ning is the first personal IP in the history of Chinese sports.
With huge traffic and its own capabilities, "Li Ning" sportswear has gradually gained a foothold in the sportswear industry. It was launched in Hong Kong in June 2004.
In the 2021 financial report, Li Ning achieved revenue of RMB 22.572 billion, and increased by 56.1% year-on-year, maintaining growth for three consecutive years.
Now Li Ning has grown into a giant of Chinese sports brands.
But the reason is that why did the people buy Li Ning so enthusiastically?
The shallow reason is that Li Ning is a gymnastics prince, fighting for the country, and winning countless honors. We are grateful for his efforts.
But, this is already 2022. If you ask your friends around you, who still remembers the athlete Li Ning?
The fundamental reason why everyone's support and love for Li Ning remain unabated.
is two words.
China.
The following picture is the best interpretation.
China Li Ning.
This is the reason why consumers really buy Li Ning.
This is also the core secret that Li Ning can prosper and sell well.
Nike is an American brand. Do you think people will call it American Nike?
Adidas is from Germany. Will they call it GermanAdi?
won't, and they don't have enough portions.
Just say Anta , and they didn’t add the word "China" in front of the brand name.
But why can Li Ning add it?
China Li Ning, these four words can’t explain the problem?
I know that after writing today's article, someone will definitely criticize me in the comment area: "Are you sick? Can this be exaggerated? Isn't it just a similar thing? It's just a coincidence. As for this?"
Some people even say that I am extreme nationalism.
No problem, just spray whatever you want.
I will only give you an example. Have you seen this style of bear doll,
, have you seen it? It is sold online, and many people are buying it because they think it looks good and cute.
You go and buy Bentley . When you deliver the car, it will give you a gift bear, which is very similar to this one.
Don’t ask me how I know, I don’t have Bentley, but who makes us poor? Poor people understand life the best.
But if you imagine, if this little bear has a Japanese flag on its chest, do you think it is inconsistent?
If you give this bear with the Japanese flag to your relatives and elders, do you think it is appropriate?
For example, you are a salesperson in a Japanese car 4S store. Your customer comes to buy a car and you give him a bear with a Japanese flag on his chest. Do you think he dares to ask for it?
Although the UK has also caused us a lot of suffering history, it is far less real than that of Japan.
Before, a player from the Guangdong Men's Basketball Team was wearing American flag clothes and appeared at the airport. Although there was a lot of curses in the comment area, the most common thing he said was nothing more than admiration for foreigners.
The American flag is far less than the Japanese flag, and it causes as much harm to the Chinese.
What's more, the clothes you design now look like the Japanese military cap. This thing looks too easy to associate and will evoke our memories of that painful history more than 70 years ago.
When we went out, we met a crow screaming above our heads. We all knew that today's signs were bad, and we would be panicked when doing things.
What's more, seeing this, it looks like the clothes of the Japanese colonel?
So, don’t blame everyone for random associations, when everyone, all Chinese people see one thing, and they all have the same association. The association of
becomes a consensus.
Then, as a patriotic brand, you should not violate this consensus.
Don’t make mistakes and try to quibble, thinking about educating consumers.
Sorry, the suffering caused to China by the Japanese devils is not something we can forget by your two words of education.
Grandpa Alzheimer's For a long time, sitting in a wheelchair.
That day, I went to see him wearing Li Ning's new autumn product.
Grandpa saw me and his body shook violently, his hands trembled, and he patted the wheelchair with great excitement, wanting to stand up and beat me up.
Because when he was ten years old, his father, mother and brother died under the bayonet of a Japanese soldier. He still remembers the scene of
.
hate.
This is a kind of unforgettable hatred.
so.
When you go home in Li Ning,
Remember, please remember:
1 Do not avoid your elders.
Although the eighth Route Army is old, the shooting skills are still very accurate.
