The Impact Of The "Xinjiang Cotton Incident" On Domestic And Foreign Sports Brand

On March 24,2021,the Swiss clothing brand H&M released a statement on Weibo that "stop using Xinjiang cotton",thus exploding public opinion,"Xinjiang cotton incident" thus surfaced.Chinese people have launched a campaign to support domestic sports brands made of Xinjiang cotton.In today’s increasingly important online public opinion information,it is interesting to consider whether public opinion discussions can have an impact on social reality.This paper analyzes the impact of the "Xinjiang cotton incident" on major domestic and foreign sports brands by crawling online comments on their products before and after the "Xinjiang cotton incident",and gives future marketing strategies and development directions of domestic sports brands,Finally,the impact of the "Xinjiang cotton incident" is quantified by using the breakpoint regression method.This paper is divided into two parts,the first part is data crawling and preliminary text analysis and sentiment analysis,and the second part is the breakpoint regression analysis of the impact of the "Xinjiang cotton incident".Consumers sharing their shopping experience by posting reviews on e-commerce platforms have become the current trend,and the huge amount of review text contains a lot of valuable information,which is more worthy of analysis and more convincing than intuitive numbers.Therefore,online reviews of sports products are selected for this study.In the first part,we select four sports brands,namely Li Ning,Anta,Nike,and Adidas,as representatives of domestic and foreign sports brands,and use Python language crawler technology to crawl the online reviews of the top two selling products of each brand in Jingdong Shopping Mall.The reviews are transformed into structured data that can be recognized by computers.Then,we construct a weighted sentiment dictionary,calculate the sentiment score of each review text,calculate the proportion of positive and negative sentiment,and perform sentiment analysis on the online review text.The sentiment analysis results show that after the "Xinjiang cotton incident",the positive sentiment of consumers towards Li Ning and Anta increases,and the positive sentiment toward Nike and Adidas decreases.Next,we use word cloud graphs to visualize the changes in consumer sentiment before and after the incident.Finally,we construct an LDA thematic analysis of domestic and foreign sports brands before and after the Xinjiang cotton incident.By comparing the cosine values of the thematic vectors to the optimal number of themes,we built LDA models for positive and negative sentiments of domestic and foreign sports brands and made corresponding suggestions based on the model results.In the second part,we use the exact breakpoint regression model to analyze the changes in the sentiment scores of domestic and foreign sports brands before and after the breakpoint,taking the date of the "Xinjiang cotton incident" as the breakpoint.The positive sentiment score of domestic sports brands represented by Li Ning and Anta and the negative sentiment score of foreign sports brands represented by Nike and Adidas were used to quantify the impact of the "Xinjiang cotton incident" on the sentiment scores of domestic and foreign brands.Next,we take the investor’s perspective as the starting point and select Anta as the representative of domestic brands to conduct a breakpoint regression analysis of Anta’s stock price in the three months before and after the "Xinjiang cotton incident",and introduce the exchange rate as a control variable.The results show that the "Xinjiang cotton incident" caused Anta’s stock price to jump upward at the breakpoint.The results of the above analysis show that the "Xinjiang cotton incident"does have a great impact on the domestic and foreign sports brand markets,and people spontaneously reduce their purchases of foreign sports brands that boycotted Xinjiang cotton and evaluate domestic sports products more positively,which shows the strong patriotic feelings of our people.And after the "Xinjiang cotton incident",the stock of Anta behaves well.The outbreak of the "Xinjiang cotton incident"is a very good opportunity for the development of domestic sports brands,which is conducive to enhancing the strength of domestic sports brands,occupying the domestic sports products market.Domestic sports brands should pay more attention to such public opinion events in the future,and develop appropriate strategies to enhance the effectiveness of the brand.