The Li-Ning brand caused controversy due to the official announcement of Xiao Zhan’s endorsement. Should we hate a certain celebrity and boycott the products he endorses?

I don’t think you should boycott the products endorsed by a certain celebrity just because you hate them. The Li-Ning brand has always been a high-quality national brand in my country. It has accurate positioning and designed national fashion items. China Li-Ning has gone to the international stage and promoted China's traditional culture to the world. As well as Xinjiang cotton, which has been popular on the Internet recently, Li-Ning has always insisted on promoting Xinjiang cotton. Cotton was written into the material label, and Li Ning took practical actions to support domestic Xinjiang cotton. This behavior of Li Ning quickly won the favor of the Chinese people again. It can be seen that Li Ning is a well-deserved "Light of Domestic Products". The Li Ning brand officially announced that Xiao Zhan is the endorser. To a certain extent, this is a marketing method adopted by Li Ning as a brand strategy. Because Xiao Zhan is a popular star, his traffic strength is very strong. Li Ning's official announcement of Xiao Zhan's endorsement can be used to prove that this time it is a powerful combination of capital strength and traffic strength, making full use of Xiao Zhan's traffic popularity to promote the brand and promote sales, and improve the domestic market competitiveness.

Domestic brand Li Ning officially announced Xiao Zhan as its global spokesperson. Li Ning had previously announced that it would insist on using Xinjiang cotton. Now that top traffic figures like Xiao Zhan have joined, this will definitely inspire everyone's love for Xinjiang cotton. and confidence. As soon as it was officially announced, all the products on the platform, excluding pre-sale products, have been sold out. This shows how powerful Xiao Zhan’s star image is and his top-notch product delivery. However, this is a God-given opportunity for Li Ning, causing Li Ning's stock to rise sharply and obtain economic benefits. For national brands, both economic and social benefits should be taken into consideration.

As teenagers in the new era, we should establish a correct value orientation, establish scientific and reasonable consumption concepts, maintain keen discrimination and judgment, and treat the phenomenon of celebrity endorsements rationally. After all, when we usually shop and consume, we pay more attention to the quality of the brand to see whether the goods we buy meet our consumption needs and can satisfy our consumption needs to the maximum extent. Merchants looking for suitable brand spokespersons are largely motivated by a certain business strategy, using the traffic of contemporary popular celebrities to increase sales, expand popularity, and enhance the influence of products.