Positioning fabrics Li Ning in the end there is no quality defects?

"Li Ning" is undoubtedly the most powerful sports brand in China. It carries many of our expectations for sports brands. Considering national self-esteem or other factors, we all hope that one day, “Li Ning” will be known around the world like Adi and Nike. The Li Ning brand did not disappoint us. It has made great achievements in recent years.

Li Ning Company released a mid-year report that the company's net profit for the first half of this year was 582 million, an increase of 23.1% over the same period of last year, and total revenue was 4.505 billion, an increase of 11.2% over the same period last year. This sales figure again exceeded the sales of Adidas Greater China market. It is reported that in 2009, Li Ning's sales in China have surpassed Adidas. Li Ning Company expects to benefit from the Guangzhou Asian Games in the second half of the year and its performance growth will exceed that of the first half of the year.

Not only the sales figures are objective, but also the development prospects are amazing. Li Ning’s development in the area of ​​badminton supplies has attracted worldwide attention.

In 2009, Li Ning became the designated equipment supplier for China's national badminton team, and tailored the Xiaotianlin racket for the "badminton prince" Lin Dan and possessed the ability to absorb shock, skid, breathe and antibacterial, excellent strength transmission and protect the ankle. badminton shoes. And then determine its position in the field of badminton supplies undisputed "king".

Behind the rapid development, some problems brought about by the same concern. With the rapid spread of specialty stores throughout the country, Li Ning’s quality complaints on sporting goods are also increasing. In addition, we have seen Li Ning’s generous career in the badminton field, but it is difficult to see Li Ning’s badminton supplies in the store.

Is there quality internal injury?

"Lying last year bought a thin cotton jacket on the Internet, number is AFMD013-3, no use a few days, the silk on the clothes are out; the second is in the Li-Ning store to buy Suguo supermarket The short-sleeved shirt, numbered APLE279-3, can be found on the Internet. After wearing half a month, the clothes broke a hole. It was a broken line.”

A netizen angered and complained on the Internet about the quality of Li Ning products purchased. In the process of searching for Li-Ning quality complaints, the author found that the quality problems reflected by consumers are mainly concentrated in the following aspects: First, the quality of sewing (including dropped stitches and sutures); and second, the quality of fabrics (fading of clothing or shoes fabrics or Uneven dyeing) Third, the quality of the package (dirty spots on the clothes or shoes). Fourth, the quality of service (requires the replacement fails to take place).

The quality of sewing and the quality of fabric should not be regarded as a big brand problem. "A typical brand company will have quality inspectors before producing garment packaging, and each garment will have a quality inspector's number. If there is a problem with the quality of the product in later sales, it is the responsibility of the quality inspector. "The marketing director of a well-known brand-operating company in the industry told the author that "the chances of big brands in the quality of fabrics or sewing are very small. Even if they appear, it is easy to contact the manufacturers for replacement."

Brands generally have their own fabric procurement system. Fabrics undergo stringent fade tests before entering the factory, and faded fabrics are generally excluded.

However, consumers who purchase Li Ning products are full of trust in the products themselves, and do not have much patience for follow-up replacement. The quality problems that can be completely avoided in the production process should be avoided in production, otherwise the consumer's psychological impact on consumption is very large. Consumers tend to “take a snake bite, and they are afraid of a rope for ten years”. Once they purchase the product, they find that the quality is problematic. Because today's sports brands are highly selective, they are likely to change brands, causing irreparable damage to the brand. .

“The probability of the appearance of fading or sewing quality of the fabric is very small, not even a thousandth.” said a salesperson at the Li Ning store. But for a brand less than one-thousandth chance, once consumers buy it, it will produce a "100%" bad impression on the brand.

Moreover, the problem of “sewing quality and fading of fabrics” can be effectively contained not only at the factory, but also at the sales stage. In order to avoid the emergence of a "100%" bad impression, it is suggested that the Li Ning brand must also add a quality inspection link in the sales process. After all, quality is the foundation of the brand.

From brand protection and security protection brand protection

The problem of service quality has gradually increased with the rapid expansion of Li Ning's stores nationwide. The attitude of service people these more directly affect the image of a brand. The author found that when searching for quality problems, all service personnel who agreed to change their service attitudes and agreed to exchange were generally treated with a tolerant attitude. They believed that the domestically produced Li Ning brand was still trustworthy. If there is a problem in the early stages, if you do not shirk responsibility or find excuses, you can often get the understanding from the consumers. Li Ning brand related person in charge also said that to become the future sports brand "star" products, improve the quality of service personnel will be a very important way.

"For the problems with product quality, we will generally replace them." A Li Ning brand shopping guide told the author, "We are more confused that there are some fake Li Ning sporting goods that do not know where to buy, and we also ask us to give replacements. This kind of replacement made us very difficult."

The issue mentioned by the shopping guide revealed another problem to us: Li Ning imitation goods. Although "imitation products" appear to prove the success of the brand in a certain sense, it also shows that the brand's "brand protection capabilities" are relatively weak. Because the quality of the product itself is very small because of the lethality of the product to the brand.

"I found this product based on the anti-counterfeit logo on the shoes. It is Li Ning's genuine product. But how can a genuine product fade? Why? The company complained to Li Ning.

In the investigation, the author discovered that some professional fraudsters have already reached the point where they are ignited. They will even copy the authentic counterfeit number to produce fakes and invalidate the counterfeit number.

In Li Ning’s quality complaints, each complaint will be questioned. “Please confirm whether you are buying a genuine Li Ning.” Some of the consumers’ stunned answers don’t know how to confirm, and some have already entered the security number. Confirm that you are buying Li Ning.

When the proposition that "anti-counterfeiting numbers are also possible to counterfeit" was thrown out, consumers were a bit overwhelmed. They had to vent their anger to the Li Ning brand.

“When security signs fail, brands should consider replacing anti-counterfeiting methods. The lethality of fake and shoddy products is far higher than the brand's own problems.” One brand research expert told the author.

How to do better

I want to buy Li Ning's badminton shoes, to this end, visited major shopping malls and stores, the answer is: "I'm sorry, we do not have badminton shoes, other types of shoes are." The author is very confused.

In 2009, after Li Ning became the designated equipment supplier for China's national badminton team, he thought that Li Ning had found its development direction and developed towards the bad space of badminton, but its performance was not enough. People.

First of all, many people found that the shuttlecock worn by lindane and other badminton players was affixed to the body halfway through the game. The moisture absorption and heat dissipation capacity of ordinary textiles is indeed not high. However, if the badminton clothing tailored for athletes still cannot achieve similar moisture absorption and ventilation functions, at least it should not have the bad effect of sticking to the athlete's body. Moreover, in the face of the people across the country, many sports brand consumers secretly embarrassed themselves.

With the development of fabrics, the hygroscopicity and breathability of many natural fibers such as hemp, linen, and ramie has been recognized. With the innovation of fabrics, textiles can achieve the effect of moisture absorption and breathability. Why do we not choose such fibers and create products more suitable for badminton players?

Again, the author found that in many Li Ning stores there are jogging shoes and jogging clothes, and there are few badminton equipment. It's very difficult to do running shoes, and it's very difficult to do Nike. It's very difficult to do Nike and finally find their own advantage area - the badminton field. In this field, they have gained a certain degree of recognition. Why can't we increase this part of the product?

The author visited Li Ning counters in four or five shopping malls and 67 Li Ning stores. He never found a place to sell Li Ning badminton equipment. Is badminton equipment required to strictly control the quality, if the quality of mass production is not well controlled? Is it badminton equipment equipped with specialized stores to sell, I did not find? Is it the long production cycle of badminton equipment, I still need to wait for some time? Is it bad that the badminton equipment sells faster than I did?

In desperation, the author searched Li Ning Badminton and found many sellers who claimed to be authorized. These sellers claim to be genuine, claiming to be authorized, claiming to be able to get the latest goods, and claiming that the stores have sold the goods they can get ... ... the author can not understand.