Recently, a new design sweatshirt launched by Li Ning, a well-known domestic sports brand, has sparked widespread discussion. The design of this sweatshirt has been questioned on the Internet for a lack of confidence, which has aroused widespread attention and heated discussions among consumers. Some netizens joked that the design of this new sweatshirt is quite similar to some indecent items, and this straightforward and sharp metaphor made this design controversy heat up quickly.
As the design controversy intensified, Li Ning's market performance began to show some unfavorable signs. The brand's share price has slipped, raising concerns about the future development of the brand, which once shone in the national boom. This concern is not unreasonable, because this is not the first time that the Li-Ning brand has been caught in the whirlpool of public opinion due to product design.
In a big show in the past, Li Ning was accused of ridiculing the national tide, which made the brand image suffer a certain blow. In fact, the construction and maintenance of brand image is a long-term and complex process. Any improper design or marketing behavior can become a negative element that affects the brand image.
The latest sweatshirt design controversy has once again sparked a discussion about the brand image of Li Ning. Some people believe that the brand image of Li Ning is undergoing a change, and this change does not seem to be accepted by all consumers. The shift in brand identity from conspicuous to more subtle seems to hint at a new direction that the brand wants to explore.
In stark contrast to Li Ning, other domestic sports brands such as Hongxing Erke have been widely praised by consumers for their public welfare image. This also reflects from the side that brand image building plays a vital role in the brand positioning in the minds of consumers.
In the face of controversy, Li Ning's public relations response did not achieve the expected effect. Instead, it caused more dissatisfaction among netizens. Under the strong response of public opinion and the repeated setbacks of the brand image, consumers' loyalty to the Li Ning brand has also declined significantly.
Li Ning used to be one of the representatives of the national tide, but the gap in reality is gradually revealed. This is not only a problem of brand image building, but also a challenge of changing market and consumer demand. How to find a suitable position for himself in the changes is probably the next question that Li Ning needs to think about.