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Brand new crisis: Semir said Li Yang "crazy English"
In recent years, Semir has gained immense popularity among younger consumers, becoming a well-known brand in the world of trendy and casual fashion. Its rapid growth has made it a symbol of youth and style. However, the brand recently found itself in a major crisis, with its carefully built image now under serious threat.
Not long ago, Semir launched a controversial marketing campaign centered around the slogan, “But at least I have good looks.†The campaign included lines such as, “I may not have a good sense of humor, but at least I’m good-looking,†“I may not play well, but at least I look good,†and “I can’t solve global warming, but at least I look good.†While the intent was to connect with young audiences through humor and self-deprecation, the message came across as tone-deaf and out of touch with social values.
The slogan “I can’t manage global warming, but at least I look good†particularly drew sharp criticism from the public. Many saw it as trivializing a serious environmental issue, while others felt it ignored the importance of social responsibility. The campaign sparked widespread debate online, with many accusing Semir of lacking awareness and empathy.
Interestingly, this situation reminds some people of Li Yang, the founder of Crazy English. Like Semir, Li Yang once built his brand through bold and attention-grabbing strategies. However, his recent actions have also drawn controversy. In a blog post titled “Li Yang’s Crazy English Baotou Base,†he shared a photo showing students kneeling to bow to their teachers. This image caused a huge backlash online, with mixed reactions from netizens.
While Li Yang’s intention might have been to create buzz and increase visibility for his brand, the approach was seen as overly dramatic and even disrespectful. His actions led to criticism that he had lost sight of his original mission and instead focused too much on sensationalism.
Both Semir and Li Yang demonstrate how powerful branding can be, but also how easily it can backfire if the message doesn't align with public sentiment. It's a reminder that in today’s socially conscious environment, brands must be more mindful of their impact and the values they represent.
Chemical bonding reinforcement is a kind of fiber mesh reinforcement method which has the longest history and is widely used in the production of nonwovens, but in recent years, the proportion of this method is gradually declining. Chemical bonding method is to use a variety of methods, the adhesive in the form of emulsion or solution, evenly distributed in the fiber network, solidified to achieve the fiber in the fiber network to bond with each other, so that the fiber network reinforcement. The chemical bonding method can be divided into dip bonding method, foam impregnation method, spray bonding method, printing bonding method and solvent bonding method.
The impregnation and bonding method is to saturate and impregnate the fiber net through the adhesive tank, and then extrude the excess adhesive through a pair of rollers, and then dry and bake the saturated impregnated nonwovens. Because the nonwoven fabric produced by this method is hard to feel, it is only suitable for some clothing linings. Foam impregnation is a method of impregnating and bonding nonwovens with foam adhesives. This method is one of the important methods for the production of thin and medium thickness nonwovens. Spray bonding method is the use of compressed air, through the spray gun, the adhesive is sprayed on the fiber network. It is mainly suitable for the production of high bulk, porous nonwovens. Such as spray cotton, filter materials, etc.