Brand New Crisis: Summa Li Yang-style “Crazy English”

In recent years, Semir has gained a strong following among younger consumers in China. The brand has experienced rapid growth and is now recognized as a leading name in young casual fashion. However, the once-respected brand has recently faced a major crisis. Its carefully built image is now under threat, with public trust beginning to erode. This decline came to light when Semir launched an advertising campaign centered around the slogan, “At least I look good.” The campaign included lines such as, “I don’t have a sense of humor, but at least I look good,” and “I can’t control global warming, but at least I look good.” These slogans were criticized for being shallow, self-centered, and lacking any sense of social responsibility. Many felt that the brand was ignoring its role in shaping positive values and instead focusing solely on superficial appeal. The campaign drew comparisons to Li Yang’s “Crazy English” movement, which also sparked controversy for its unorthodox methods. Li Yang, the founder of Crazy English, recently posted a controversial photo online showing students kneeling before their teachers. The image caused widespread backlash, with many questioning the ethical implications of using students for personal gain and publicity. Like Semir, Li Yang's approach relied heavily on attention-grabbing tactics rather than meaningful engagement with the public. Both Semir and Li Yang have used similar strategies—hype and controversy—to boost their visibility. However, while these tactics may increase awareness, they often come at the cost of brand reputation. In contrast, companies like Aixin Castle Furniture have taken a different approach. They attempted to leverage social issues, such as the debate over “super education,” to promote their brand. While their efforts did generate attention, they lacked the credibility and authenticity needed to build long-term trust. Children’s education is a critical national issue, and improper educational concepts can have serious consequences. Aixin Castle Furniture tried to position itself as a responsible player by promoting “true education” against what it called “super education.” While this initiative aimed to raise awareness, it also highlighted how easily brands can exploit social concerns for self-promotion without genuine commitment. A successful brand must go beyond just popularity. It needs to connect with people emotionally and align with societal values. Companies should focus on building trust through moral integrity and social responsibility. Brands that prioritize these values not only gain recognition but also foster loyalty and long-term success. Hype can be a powerful tool, but it must be used wisely. When done responsibly, it can drive engagement and awareness. However, if it leads to public outrage or damages a brand’s image, it can backfire. The key is to ensure that the message resonates with the audience and reflects the brand’s true values. Branding is like constructing a house—reputation is the foundation, and social responsibility is the base. Without it, the structure cannot stand. Companies should integrate social responsibility into every aspect of their operations, from marketing to product development. Only then can they build a brand that stands the test of time, profit, and public perception. In conclusion, while attention-grabbing tactics may offer short-term gains, they are not sustainable. Brands must strive to create value, engage authentically with their audience, and take responsibility for their impact on society. Only then can they truly thrive in the long run.

Rubber Boots

Ningshing Trading Group established an overseas production base of Rubber Boots in Dominican Republic in Central America at the end of year 2017.

The production technology and quality had exceeded the level of domestic similar factories, which was highly recognized by European and American brand customers.

China and Dominican established formal diplomatic relations on May 1, 2018. As the first industrial project of Chinese enterprises after the establishment of diplomatic relations between China and Dominican, the opening ceremony of Ningshing DJM footwear had been highly valued and aroused widespread attention.

The establishment of Ningshing Footwear Industry base in Dominican would help the company to better develop the vast American market and provide more accurate and high-quality services to customers in the region.

Ningshing would actively build a world-class rubber shoes production base in DR, and was confident to achieve the goal of annual production capacity of 2 million pairs of rain shoes.

Whether selecting a current rain boots from our catalog or seeking engineering assistance for your application, you can talk to our customer service center about your sourcing requirements.

We are looking forward to cooperate with you!

Rubber Boots, DJM footwear, rain boots, rubber shoes, rain shoes

Ningbo Ningshing Trading Group Inc. , https://www.ningshingonline.com