Li Ning'S Share Price Continued To Fall Due To The Design Dispute

On the morning of October 19, Li Ning's official microblog issued a statement to officially respond to the dispute. As of 15:30 p.m., the statement had received 7000 + comments and had been forwarded more than 3000 times.

Li Ning brand said, recently appeared on the network for the "dream line" part of the product discussion, Li Ning Company is highly concerned about this. The design and modeling of the related products have brought confusion and doubts to everyone. I sincerely apologize.

The statement pointed out that the design of the "dream following" show products takes "flight" as the theme, draws inspiration from pilot equipment, and shows the dream of human beings to explore the sky continuously. Among them, the most discussed flying cap design comes from ancient Chinese helmets, outdoor protective caps and cotton hats. The products are presented in various colors and styles, with professional functions such as windproof and warm keeping, so as to adapt to more outdoor wearing scenes.

The vigorous development of China's economy and sports industry is the cornerstone of Li Ning's brand growth. The 32 year brand history is inseparable from the support of every consumer; As a professional sporting goods company in China, it is the brand's belief to create products that are popular, more professional and more design oriented. Li Ning sincerely thanks you for your valuable suggestions and opinions, and will listen to all kinds of voices and feedback with an open mind to make products more acceptable to consumers.

The dispute stems from the autumn and winter new product show launched by Li Ning brand in late September. The theme of the show is "dream walking". It is divided into three series: Yufeng flying, Shengong tianwu and Yuxing Feitian. The key words are all related to flight, and the show venue is also set up at the airport. From the style theme to the venue setting, the whole show seems to be outdoor sports style, and there seems to be nothing wrong with it.

However, after nearly a month, several designs of the "Shengong tianwu" series have caused a lot of discussion on the Internet these days. Among the most widely spread pictures, the olive green outdoor suit is matched with a hat with a curtain on the side. These designs are listed separately, and the style and color make many netizens feel uncomfortable. Some netizens commented that "I use Li Ning as a domestic product and Li Ning as a great assistant". Some even linked this design with the nationality of brand executives. Some netizens also think that these green suits are just for the display of different colors in the flying elements, and they are not different from the blue, yellow and white styles. The design of the hat is also derived from the ancient helmets. Netizens may be too sensitive.

However, no matter which side the public opinion is biased, Li Ning brand has been affected. After falling into controversy, Li Ning's share price fell by more than 13% in the trading day of the 17th. When the statement was issued on the 19th, the share price was still in a downward state, but the range was reduced compared with the previous days.