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LI-NING: The “Chasing Dreams” Airport Show Controversy
LI-NING, founded by China’s “prince of gymnastics” Li Ning in 1990, is a professional sports brand. On September 20, 2022, LI-NING held its “Chasing Dreams” airport show in Hubei, China. However, on October 15, netizens pointed out that some of the new products resembled Japanese military uniforms from the time of the Second World War, quickly sparking a heated debate online. On October 17, two senior executives from LI-NING made statements on social media regarding the situation but only succeeded in drawing further criticism from netizens. LI-NING’s stock price also fell, causing many to question the executives’ actions on the matter. On October 19, LI-NING released an official response, bringing the public debate to a climax. How should LI-NING manage its crisis and brand communication better in the future? -
Orpea’s European-Based Nursing Facilities: Expanding to China
Founded in 1989, Orpea Group (Orpea) was a French nursing care company that had successfully expanded into 10 European countries with a network of about 700 facilities. In early 2016, Orpea opened its first establishment in Asia in the Chinese city of Nanjing. Seeing an increased demand for elderly care in China, the Nanjing government encouraged the company. However, Orpea was facing several challenges, including cultural and legal differences between China and Europe, as well as competition with local companies. Orpea needed to determine how best to test the company’s Nanjing facility in the Chinese market and whether or not to pursue further expansion in China.