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LI-NING Sport Brand: The Boomerang Effect of Opportunism
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Author(s): Cai Yi Lin (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 11
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch003
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Abstract
LI-NING is a Chinese sports brand founded in 1990 by a famous Chinese athlete. It is a professional sports brand covering shoes, apparel, accessories, and other products, integrating research and development, design, production, and sales. In the aftermath of the Xinjiang Cotton Incident that affected many foreign brands such as H&M and ADIDAS, Chinese consumers began to boycott foreign brands and shifted their consumption focus to domestic products. As a result, sales of LI-NING's products soared and demand exceeded supply. However, it wasn't long before consumers found themselves paying more for LI-NING's products, which angered them and prompted internet users to condemn the company.
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