Li Ning and Anta are two rare well-known sports brands in China. Among them, Anta's market value once surpassed Adidas to become the second largest sports brand in the world. Li Ning also followed closely behind and became the two pearls in the domestic sports field.
Anta has always given people the feeling that it is low-key and affordable, and most people can afford it. However, Li Ning gives people the feeling of being "expensive" because its positioning is completely different from Anta.
Why do Chinese people feel that Li Ning is precious? The reason is that the price of consumers buying a pair of Li Ning’s shoes is similar to buying a pair of Nike and Adid . Consumers subconsciously believe that foreign products may be better, so they believe that Li Ning's price exceeded expectations.
As long as you see news about Li Ning, you are likely to see such a comment, "I treat Li Ning as a domestic product, and Li Ning treats me as a colonel."
Originally, Li Ning's reputation was polarized, but Li Ning has been in trouble again recently. This made some netizens interested in complaining again.
Recently, Li Ning released a new product at Fashion Week, and the overall use of military green clothes. The color of the clothes is like a military uniform. The key hat hanging design is very similar to that of the Japanese invading China. This is the most unacceptable point. Therefore, netizens strongly called for the removal of this dress.
Li Ning not only was this dress bombarded by netizens, but even Li Ning's executive president Qian Wei was also affected. It is understood that Qian Wei was born in 1971 and went to Japan to study at the age of 19. Currently, he has become a Japanese citizen, and the Japanese name is Takeshi Kosaka.
I have to say that netizens have a rich imagination, because Qian Wei is likely not to participate in the design of the product, so this dress should have little to do with Qian Wei. It seems like some netizens who are making trouble deliberately involved the two.
No matter what, it is really surprising that Li Ning's designers can design such clothes. After all, this design is really easy to make people associate.
may be that the capital market has also felt the public opinion trend of netizens. Li Ning opened low and closed low in the morning of today, with a maximum drop of more than 10%, reaching 13.61%. Of course, capital may expect this matter to be on the hot search, so it is so panicked. However, this incident did not seem to have been further fermented, and the stock price began to rebound sharply after bottoming out.
There is no doubt that Li Ning has encountered a public relations crisis again. What are the solutions to it?
Because the problem is that it has not yet become a hot search, but many people already know about this. If Li Ning comes forward to apologize directly, it may attract greater attention and will instead become a hot search. This is equivalent to amplifying the negative news about Li Ning, and it is not a perfect public relations.
But if Li Ning does not take any action, then Li Ning will be on the hot search one day. At that time, it may reach an irreversible level, and it may even cause the company's stock price to fall sharply.
To be honest, this kind of thing is also a difficult problem for Li Ning's public relations department. Because we cannot apologize immediately or do nothing, what should we do?
I personally think it’s best to use static and remove this clothing quietly. If the heat of this matter has passed, Li Ning can be considered to have survived the disaster. If this matter ends up on the hot search, then Li Ning's Public Relations Department should come up with an apology letter prepared in advance and apologize sincerely. It is best to take this opportunity to explain what the designer's inspiration is?
Finally, just end with the commonly used format of the apology letter. For example: If you are wrong, you are wrong. We ignore the feelings that consumers may have. This incident also made us learn from our mistakes and we will be more cautious when launching new products in the future. For this, we sincerely apologize to consumers.
Li Ning should not feel wronged about the public relations crisis that Li Ning often encounters, because the attention is too high, and it is inevitable that netizens will be scrutinized with a magnifying glass. If Li Ning can learn from it, this would be a good thing.
In fact, the biggest problem in front of Li Ning is not the public relations issue, but the value of the product. Because netizens will think that buying a Nike for 1,000 yuan is worth it, but buying a Nike for 1,000 yuan is worth it, but buying a Nike for 1,000 yuan is a bit expensive, which shows that Li Ning has not proved that his product is worth so much.
Generally speaking, if you want to prove that your product is worth it, there are three ways to do it:
First, start with raw materials and process. says that when introducing luxury cars, car bloggers will emphasize the characteristics of hand-sewn leather on the seat, and also emphasize carbon steel material, etc. These things emphasize the value of the vehicle.
Li Ning can also introduce the raw materials and process, making people believe that Li Ning's material selection standards are higher than Nike or Adidas.
Second, deeply bind a group. Li Ning's price is relatively high, but not particularly high. So Li Ning's user base is the young middle class. Use Li Ning’s price to compare with luxury goods, and use Li Ning’s quality to compare with other domestic brands.
Third, cultural trends. Most of Li Ning's clothing designs are quite distinctive. If Li Ning can make celebrities and foreigners compete to buy, and the price is more expensive than in China, then Li Ning will become the weather vane of the fashion trend and consumers will not feel it is expensive.
Li Ning still has a long way to go in the future. I also hope that Li Ning can pay more attention to design and not design clothing that is prone to inappropriate associations. These are all stumbling blocks on the company's growth path.
This is the best era and the worst era. With capital thinking and innovative models, the whole world is your stage!
In the world of new business, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on in product innovation and model innovation.
A company or a boss is destined to be defeated early if the innovation ability is short. Please remember that without innovation, there is no imagination!
