Text / Golden Wrong Knife Channel
Li Ning is too bold!
Li Ning, who has always been known as a "national brand", held a big show at Jingmen Zhanghe Airport, but was picked up by netizens, a dark green "curtain hat" shape, similar to the Japanese military uniform.
Some good people also found out that Li Ning's co-president is Japanese-Chinese. Li Ning's doubts about "fawning the sun" were very loud.
In addition to the bold design, Li Ning's response is equally bold, provoking the nerves of the people.
Feng Ye, general manager of Li Ning e-commerce, and Li Qilin, executive director, have successively posted pictures of ancient kasa-shaped helmets, which means that the new product design is inspired by ancient Chinese helmets, mocking the public for "not much education".
It wasn't until October 19, when the tsunami of public opinion was about to engulf Li Ning, that his official apology was long overdue.
But netizens did not buy it, and captured Li Ning's comment area, "I take Li Ning as a domestic product, Li Ning as my Dazuo" jokes flew all over the sky.
In just 3 days, Li Ning's market value evaporated by 12.3 billion.
From the curtain hat styling to daring to educate the public, why is Li Ning getting bolder and bolder?
After becoming famous in World War I, Li Ning became more and more bold
Li Ning's fame began at New York Fashion Week in 2018.
On the day of the big show, "Li Ning"'s Baidu search index skyrocketed.
Since then, Li Ning has evolved into the "roll king" in the sports world, doing more and more daring things.
Every big show, Li Ning has to brush a wave of presence, it moved the show to the desert, the Himalayas, this controversial "chasing dreams" theme show, is held at the airport.
In terms of design, Li Ning launched "bow", "arc", "cloud", "bow" and other products, and the designer Zhou Shijie, who was dug from Peak, sacrificed the sixth generation of the "Wade Way" as soon as he made a move, Zhang Fenghe's Liejun series, which was called "domestic glory" by shoe friends.
In addition to design, Li Ning is bold in marketing.
The most daring thing is to invite the controversial top star, Xiao Zhan.
After the 227 fan incident, Xiao Zhan has not had new business resources for a long time, but fans can still fight, and what Li Ning values may be Xiao Zhan's huge fan base and super delivery power.
Within ten minutes of Li Ning's official announcement, Xiao Zhan's same product was removed from the shelves, and he couldn't grab it with a slow hand.
From Hua Chenyu to Xiao Zhan, in the short term, traffic stars have made Li Ning's sales skyrocket.
Not only is the main business bold, but Li Ning is not far from the side business.
A seller of sneakers and clothing started to steal the Starbucks business and sold coffee. Not only registered the trademark of "NING COFFEE", but also delivered coffee in flagship stores such as Xiamen, and even launched a virtual spokesperson "Star Pupil", and even acquired e-sports teams.
At the same time, the bold act of making consumers "vomit blood" is probably pricing.
After New York Fashion Week, Li Ning's 2-ACE-Wade Way ordinary model rose from 899 to 1700 yuan, and the Lego model once reached 5000 yuan.
In November last year, Li Ning released the sports light luxury brand LI-NING 1990, which is priced 1.3 times to 1.5 times that of China Li Ning.
No matter how the price rises, the products are easy to sell, and in the first half of this year, Li Ning made a net profit of 2.1 billion.
Li Ning became the biggest winner because he was too bold.
Behind the boldness, there is Li Ning's "unwillingness"
In the past, Li Ning dominated the sports world, and he himself was the first personal IP in the history of Chinese sports.
Decades later, Li Ning was ousted from the championship throne, and under multiple stimuli, he became more and more unwilling.
Stimulus one, defeated by former subordinates.
In the 2008 Beijing Olympic Games, when Li Ning lit the flame over the bird's nest, Li Ning's market value soared to 50 billion, more than twice that of Anta.
After the Olympic Games, Li Ning ushered in a decade of turmoil and almost went bankrupt.
Due to blind expansion, Li Ning left a large amount of inventory and launched a big sale in various places, directly lowering the brand grade. Li Ning was also at the bottom of the blind date and despised chain because he was too rustic, and the two CEOs failed to save Li Ning's decline.
A detail was disclosed in "Li Ning Dream": Li Ning once had a high-level meeting and couldn't help but ask: Why can the Jinjiang brand catch up with us in two or three years?
Just when Li Ning was busy clearing inventory and changing blood at the top, Anta had transformed into retail.
To make matters worse, Li Ning's internationalization strategy is unfavorable.
The core way for a company to grow from big to strong is to acquire and turn other people's into its own.
Li Ning had a chance to surpass Anta, but it missed Kappa.
In 2005, Li Ning transferred Kappa's agency rights in Chinese mainland 5 years to his old comrade-in-arms Chen Yihong. Unexpectedly, Kappa's parent company gave Kappa a low price because of lack of money, and after that, Kappa went all the way to the sports fashion industry.
Li Ning spent a lot of money to introduce Lotto, wanting to fight Kappa, and finally collapsed.
On the other hand, after the acquisition of Philo, a high-end and a parity, consumers can choose different brands according to their own pockets.
What's more, Anta is very good at "buying", almost undefeated, outdoor brand Arc'teryx, tennis sports brand Wilson, etc. are not money-losing goods.
More than ten years have passed, Anta's market value has expanded by nearly 20 times, and it has been named the boss of the new domestic sports brand, and Philo has shouldered 40% of Anta's revenue.
Whether it is revenue or market value, one Anta is top two Li Ning.
Stimulus two, pressed and beaten by Nike and Adi.
Li Ning has always been pressed by international brands, and Li Ning has set an ambition to "surpass Nike in fifteen years".
Li Ning once poached general manager Bal Zardolf from Nike and cut SKUs below 299 yuan, but unfortunately, limited by the traditional distribution system, new products became the old version of the inventory overnight.
Li Ning's sales advantage over Adi was surpassed again by the latter after only one year.
The turning point stemmed from the Xinjiang cotton incident.
Compared with other brands, Li Ning has eaten the biggest dividend, it has been printing "using Xinjiang cotton" on product labels, and the image of China's cotton iron powder has earned passers-by.
When Adi and Nike boycotted overseas brands, Li Ning attracted many consumers to carry out "wild consumption", and there were long queues in offline physical stores, and many explosive models were sold out.
Stimulation three, young people love the national tide deeply
Behind the national tide fever, it is not only the recognition of the design of the national dynasty by young people, but also the revival of national sentiment.
Xinhuanet issued a report that the "post-90s" and "post-00s" are the absolute main force, contributing 74% of the national tide consumption.
On the 3rd floor of Li Ning headquarters, there is a brand inspiration room, displaying cultural relics of the Song, Ming, Qing and other eras, as well as many classics of Chinese culture, patterns and patterns, each of which is genuine. In order to design new products, Vice President Hong Yuru once said that he did not want designers to have "fakes" in their eyes.
For more than ten years, Li Ning firmly grasped the first-mover advantage, and proved that the greater the boldness, the greater the fame.
The "pseudo-sun hat" thing, where did Li Ning plant?
Li Ning, who ran wildly all the way, probably would not have thought that he had avoided bankruptcy and passed the epidemic, and was smashed by a hat.
This set of design inspiration is not Japanese military hats, but the style and color designed are very similar to Japanese military hats. As a legal blogger "The Wind Blows" said: Li Ning, why bring such a bad first feeling to us?
Where exactly is Li Ning planted?
First, if you want to lead the national tide, you can't do it without guts.
As the pioneer of the national tide, Li Ning is bold is its background.
The national tide is an opportunity, even the Wangzai milk that makes food wants a piece of the pie, and 56 national beautiful boy series have been launched, not to mention clothing brands.
In the case of serious involution, whoever is more forced will be surprisingly victorious.
On Chinese Li Ning shoes and clothing, we can often see traditional elements such as landscapes, ink, and seals. But if you want to innovate, you always have to play something different, and niche culture becomes a source of inspiration naturally.
This time the curtain hat shape, according to Li Ning's official explanation, the design is inspired by the ancient Chinese kasa-shaped helmet, and this explanation is logically consistent.
Li Ning wanted the sword to go too far, but he over-innovated.
The second is the word-of-mouth crisis.
There is a question on Zhihu "whether the price of China's Li Ning is inflated".
Many consumers complained, "I didn't have money to buy Li Ning before, and now I don't have money to buy Li Ning." ”
Last year, Li Ning released the light luxury version of the sports fashion product line LI-NING1990, which often cost thousands of yuan, which set off heated discussions. On the Tmall flagship store, a pair of short socks was sold for 110 yuan, and netizens complained that they "can't afford to climb high".
On the second-hand trading platform, a Wade Way 7 was speculated to 29,999 yuan, 17 times higher than the original price; Another pair of silver and white colors of Li Ning Wade Way 4 was fried to 50,000, a premium of more than 30 times.
Behind the hype, Li Ning's marketing strategy of limited sales is fueling.
It is worth noting that Li Ning's high-end is more reflected in the high price, and it has also encountered several quality crises.
In the 2016 CBA League, Yi Jianlian took off Li Ning's basketball shoes due to foot pain; At the 2021 National Games, badminton player Chen Yufei wore Li Ning sneakers to compete, her toes were cut, and her white socks were stained red with blood. Shoes that are supposed to help athletes win championships have become resistance.
When the old driver Coconut Tree "drove the live broadcast on the highway", four beautiful women with graceful postures, dancing with coconut water, even though the account was officially banned by Douyin, but no one scolded him by netizens.
Let users "double standard" coconut tree, do the right thing: do a good job of the product and win word of mouth.
Looking at Li Ning's brand crisis, we see the style of painting: invective and jokes fly together, and the comment area has fallen.
There is no manpower to support Li Ning because of its previous black history. The "Japanese pseudo-hat" thing is actually the fuse for the intensification of contradictions.
But we can't completely dismiss boldness.
Foreign brands have been pressing on China's head for a long time.
Not only clothing brands such as Adi and Nike, but also foreign brands such as Procter & Gamble and Unilever, with strong financial resources and innovative products, occupy a place in China, and domestic brands such as Beehua have collectively lost.
Whether it is design or marketing, only by being bold can Chinese brands come out.
But boldness cannot be out of the ordinary.
Resources:
On the outside. "Li Ning's philosophy of raising prices, harvesting young people with "different appearances"
Enkawa Research Institute. How did Li Ning lose to Anta? 》
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