Another pig teammate appeared, Li Ning The fire is getting stronger and stronger!
Li Ning's story has been a hot search on the screen, and the discussion is extremely lively.
Many netizens expressed support for Li Ning's new product controversy this time, believing that this style of hat style is not unique to Japanese military uniforms, but the military hats of many countries and some outdoor clothing have similar designs, and some netizens are overly sensitive.
Although this is the case, the image of the Japanese invaders is so popular, and it was also revealed that Li Ning's co-CEO Takeshi Takasaka is a Japanese, which makes people more imaginative.
However, the author thinks that some netizens are talking about deliberately "insulting China" and deliberately engaging in "cultural infiltration". Li Ning is a beneficiary of the Chinese market. Under the banner of patriotism, domestic products and national brands, he makes a lot of money. It will not be stupid enough to stand against consumers, which will not benefit it at all.
Li Ning did not respond to this crisis public relations incident for the time being, and this approach is correct. Because hasty responses will only allow the incident to continue to ferment and continue to move towards opposites, prepare appropriate public relations plans, and then respond, and sometimes the crisis can be successfully reversed.
However, what I didn’t expect was that Li Ning met his teammate. On October 17, Feng Ye, general manager of Li Ning e-commerce, couldn't help it and made comments on his circle of friends. There were two main points:
Our consumers still have less inheritance of Chinese culture and educational knowledge.
At the same time, we should reflect on ourselves and avoid more misunderstandings in the process of correctly guiding consumers.
This response reveals arrogance, which does not mean that Chinese consumers are not cultured and are directly trying to criticize consumers.
I have to say that the remarks of executive Li Ning are extremely stupid. Not only can not resolve the doubts of netizens, but they also criticize netizens, which is like adding fuel to the fire.
is in crisis public relations only have three methods: dispersal, block, and attack. However, in recent years, almost all Chinese brands have adopted the worst strategy, that is, "attack", criticize and educate consumers, stand opposite to the public, and think that consumers do not understand, and they are not wrong.
From Zhang Xiaoquan to Zhong Xuegao, and then to Haitian, the nearest, all ended in a crushing defeat. A company that apologizes may not be a good company, but a company that quarrels will definitely not win the tough battle of the brand.
The arrogance of executive Li Ning is not only reflected in his speech. We see that he has a few pictures, and the words " hat-shaped helmet" are also included in the text. It means that the design of this new product comes from the Hashihew, but he just was too lazy to explain. He put a few pictures and three words so that consumers can experience it themselves. He undoubtedly wanted to say that the consumer's cultural precipitation is less.
For hat-shaped helmet, there is not even an exclusive entry in Baidu . It is normal for many people not to understand it. It is originally an unpopular knowledge.
Since the design inspiration comes from hat-shaped helmet, this executive can explain it carefully, and he has to let the public experience it arrogantly.
Li Ning could have dealt with this crisis well, expressing the design inspiration of hat-shaped helmet on the official website, shops, and official channels, or inviting media interviews, discussing with netizens, and popularizing China's traditional culture, it is very likely to be a successful brand marketing event.
Now the remarks of Li Ning’s executives have pushed Li Ning into a more dangerous situation, which is even more difficult to deal with.
"If you want to wear a crown, you must bear the weight." Regardless of whether Li Ning was unintentional this time, since he carried himself to the moral high ground of domestic products, he had to bear the sensitivity and doubts of consumers. Only in this way can one improve one's sensitivity, but the pig teammates can really not have them anymore.
