Author: Sazhou
In the past two days, the national brand Li Ning has been scolded badly.
The reason is a new product -
This is the 2022 winter cotton jacket that Li Ning just released.
Both the color and style of the clothes are considered to be very similar to the Japanese military uniforms of from decades ago.
As a national brand focusing on culture, this situation actually happened, and netizens were instantly angry.
Someone said bluntly: "I treat Li Ning as a domestic product, and Li Ning treats me as a colonel?"
Someone said "I will never buy it again."
Li Ning's official microscope comment section has long been flooded with saliva.
Some netizens also found out that Li Ning's current CEO, O, Qian Wei , is a Japanese Chinese.
The light of the nation instantly became the target of public criticism.
How long has the history of Japan's invasion of China been? This style is tantamount to challenging the bottom line of the Chinese people, let alone you are still Li Ning, who we are proud of.
Guoguanjun understands everyone's emotions very much about this matter, but Guoguanjun still wants to take everyone to take a look at some of the details we ignore and misread in this incident.
Japanese senior executive
First of all, about this Japanese CEO named Qian Wei. Before coming to Li Ning Company, Qian Wei had served as deputy general manager and chief operating officer of Uniqlo China.
and he served in Li Ning at 2019 .
has been around for 3 years now. So this is actually not a Japanese man who came out of thin air. He has deep interactions with China and Li Ning.
And, what is Qian Wei's role to Li Ning? He is a senior working person in . As we all know, the helmsman of the enterprise should be the largest shareholder of who owns shares.
According to Oriental Fortune 2021 data.
Hong Kong Li Ning (the only shareholder of China Li Ning), namely Li Ning, Li Jin (Brother Li Ning), Li Qilin (Li Ning's nephew), and Extraordinary China (Li Ning is the major shareholder). Each of these four shareholders holds a shareholding ratio of more than 10%.
The so-called "Japanese capital" Japan Citi, which many people have talked about, actually only holds 5.35% of the shares.
And how much shares does Qian Wei hold this time?
—0.0094%. The shareholding ratio of
said that he had an insignificant intention to engage in "cultural penetration" and might have planned this incident, which is not very likely.
Because for Li Ning, he is just a high-paying senior worker, and he is far from the ability to make trouble.
There is another point of view that Li Ning Company has created this farce in order to explore the Japanese market.
Regarding this view, Guoguanjun wants to say that, first of all, China has 1.4 billion people, and the market size is much larger than that of Japan. Secondly, Li Ning's overseas revenue currently accounts for only about 41% of its profits.
For this 1% revenue, he ignored the feelings of his compatriots and abandoned the Chinese market. If you were Li Ning, would you do this?
time node
After the incident came out, many netizens were waiting for Li Ning's response.
The result was not waiting for a long time. Instead, the general manager of Li Ning's e-commerce company talked about this matter in his circle of friends.
It’s okay if you don’t say it, but it’s just adding fuel to the fire.
The general manager accused consumers of "too little inheritance" of traditional culture. This sentence translated almost equals - "You are not educated."
attitude is quite arrogant.
Secondly, the explanation he gave said that the style refers to the hat-shaped helmet, and this statement has also been questioned.
Netizens obviously don’t buy it, and some netizens even reminded that if Li Ning doesn’t come out to respond, it may be really cold.
. Guoguanjun also shared his views on why Li Ning has not responded yet.
Guoguanjun believes that it is not easy for Li Ning to do crisis public relations in this incident.
If it is just an apology, it is equivalent to admitting that the design of a favorable Japanese, which has greatly damaged the image of the national brand;
If it comes out to explain, then it may have the same counterproductive effect as the general manager; what if
is silent? The netizen refused.
Therefore, it is not easy to do crisis public relations in this incident and give the public a satisfactory explanation.
But Guoguanjun believes that if Li Ning really has a sense of responsibility as a national brand, he will definitely give us a satisfactory response.
But here, Guoguanjun wants to propose a place that most people may have overlooked, that is the time node for the issuance of this winter clothing. When is
?
—September 20. (The official Weibo release is on the 21st)
It has been nearly a month since then. There are certainly problems with
clothing.
But since this winter suit is so excessive, why didn’t it cause a stir when it was released, but was suddenly taken out and criticized in the past two days? Why is
just right? I chose such an important and sensitive time node?
Here, Guoguanjun really wants to know who the first enthusiastic netizen to expose this matter was. Is he really indignant or has ulterior motives?
Stock price plummeted
How much has Li Ning done to spread Chinese culture in the past few years?
In 2018, Li Ning brought the word "China" to New York and Paris Fashion Week , becoming the first sports brand to log in to mainstream fashion week.
in the country, Li Ning combined culture and fashion to set off a national trend. This allows many young people to feel the cultural heritage while pursuing fashion.
Let many people know that not only Nike and Adi , Chinese style is the most awesome.
Secondly, when compatriots are in trouble, Li Ning also demonstrates the sense of social responsibility that a national enterprise should have.
But because of this winter suit, the accusation and insulting remarks are flying all over the sky, and Li Ning's stock price plummeted by 13% yesterday.
Even the previous behavior of supporting Xinjiang cotton was also said to be "eating dividends".
Netizens are angry about the current situation. Li Ning is injured , so who is the happiest person?
Finally, Guoguanjun wants to say-
As a national brand, Li Ning is not cautious in controlling the production of its clothing styles. He should be punished by this scolding, and this mistake should also be faced with it, and he should also give a reasonable explanation to the big guy who has always supported national brands.
But it is inappropriate to deny a national brand because of a set of clothing.
The efforts Li Ning has made to the spread and inheritance of Chinese culture in the past few years are obvious to everyone, and even put on his body and on his feet.
Since it is our own national enterprise, we should give us a certain amount of trust, remain rational while angry, and not let the fierce patriotism be used by some people with ulterior motives.
Otherwise, it may evolve into "Chinese people hurt Chinese companies" .
That would be a real tragedy.
