The Quality Of Li Ning And The Pain Of "National Brand Light"

On September 9, 2021, Chen Yufei, a woman's singles player of China's badminton team, had an accident in the process of the 14th National Games. Her toe was injured by Li Ning's new "uiying IV women's badminton professional competition shoe ayar006-2". As a result, she applied for medical suspension and returned to the field to continue the match after treatment.

Although the process was rough, but fortunately, Chen Yufei was well-trained and strong, and finally defeated the opponent and won the game.

For the specific situation, Chen Yufei tweeted after the game to explain, "in the first game, I didn't know how to open the front of the shoes. Something like steel wire or thread scratched my feet. That thing has been scraping my thumb, so I changed a pair of shoes, more or less better than before."

It is reported that Fang lining, the brand sponsor of Zhejiang badminton team, also made contact with the injured athlete himself at the first time and actively followed up his injury situation.

Many netizens denounced Li Ning's behavior of providing problematic shoes to athletes, hoping that the brand could focus more on improving quality.

This is not the first time that Li Ning's products have quality problems.

In November 2017, Guangdong Provincial Consumer Council and Foshan municipal consumer committee publicized the test results of well-known brands such as Nike, Adidas and Li Ning, and published the summary report on comparative test of assault clothing and moisture absorption and quick drying T-shirt. According to the report, Li Ning's hygroscopic and quick drying T-shirts were found to have no claimed moisture absorption function after sample sampling.

In January 2019, the official website of Jiangsu provincial market supervision administration released the results of the first stage commodity quality sampling inspection in the circulation field in 2018. Among a large number of brand clothing with unqualified quality, Li Ning, adhering to the concept of "consumer orientation", stands out.

During this year's "618" e-commerce period, rhino finance and economics reported that nearly 60 complaints were made by Li Ning in 18 days on the black cat complaint platform, among which the complaints initiated due to product quality problems accounted for the majority.

Some consumers doubt the quality of Li Ning, it really needs the merchants to make great efforts. But Li Ning's own brand building, or more successfully rooted in the hearts of the masses.

For a long time, Li Ning has been committed to becoming number 1 of national brand sports goods. It is the first domestic sportswear enterprise to compete with foreign brands in China, and has become the irreplaceable "China Li Ning" in the minds of several generations.

At the New York Fashion Week in 2018, Li Ning launched a series of sportswear with the theme of "Enlightenment". Li Ning's breakthrough not only surprised the world, but also sublimated the patriotic feelings of the Chinese people, and was recognized as a worthy model of the national tide.

In March this year, the "H & M Xinjiang cotton" incident, which made a lot of noise on the Internet, angered all patriots. Li Ning went on the hot search with a picture of "the fabric is made of Xinjiang high quality long staple cotton", which once again made everyone aware of the persistence of the domestic brand.

Over the past 30 years, he has experienced both prosperity and downfall. He ranked first in the domestic market share for nine consecutive years, and lost about 3 billion yuan in total in three years. This year, he once again showed a startling drop. In the first half of the year, his net profit soared by 187%. Now he has been criticized by netizens for quality problems.

His success is undeniable; His problems should not be ignored.