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See Sports Brand "Change Face" Experience Sadness And Joy Together

2010/7/29 9:42:00 53

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Lining

When updating logo is a rumor or a fact, in June 30th, Lining announced in Beijing that Lining's classic LN old label has been used for many years. From now on, it will bid farewell to its dominant era. The new logo, called "Lining cross action", will become a new symbol of Lining brand.

It has been used for many years, why does it need to be changed?

There are basically two reasons, first of all, Lining's anticipation of the rising labor cost in the future and the judgement of the trend of consumption upgrading in the Chinese market.

In order to cope with changes in the competitive environment,

Rebranding

At the same time, Lining decided to appear in the first tier cities and compete with Nike and other international brands.

Another reason is that in 2006 -2007, the Li Ning Co survey of consumers revealed that there was a gap between the actual consumers and the target population. The overall user group was too large, and nearly 35 years old, -40 years old crowd more than 50%, because young consumers thought Lining was inferior to the international brand in Cool Fashion International.

Therefore, the replacement is also based on the consideration of the original target group.

What is the difference between Lining's new logo image and the previous one? Lining's new logo Abstract integrates Lining's original gymnastic movement "Lining crossover", and interprets the sports values with the "human" shape, and the new brand slogan is "makethechange".

It is reported that the old brand will remain as Lining's classic logo, and will continue to be used as a production line.

It should be said that the same period as the Lining brand grew up in China.

Clothing enterprise

At the beginning of the establishment, the concept of trademark was not clear. Many trademarks were only designed to give the goods a logo, so the trademark design was relatively rough, and the trademark was also very arbitrary.

Changing the label means rethinking and abandoning the past brand and intangible assets. It also means that the previous investment in the brand has been written off.

This is enough to prove that enterprises have greater expectations for the future, otherwise they will not be able to make a bid change decision.

Everyone began to wonder what Lining's expectations were.

"First build international brands, and then expand the international market."

The Li Ning Co answers very succinctly.

It is understood that the internationalization of Li Ning Co's vision is: in 2004, the main board of Hongkong was listed; in 2005, -2008 focused on the domestic market; in 2009 -2013 made preparations for internationalization; 2014 -2018 was fully internationalized in 2014.

Li Ning Co hopes that Lining will become the world's top 5 Brand Company in the future. By that time, Lining's share of the international market will account for more than 20% of the total sales.

What is worth mentioning is that the sales of Lining brand in the Chinese market in 2009 surpassed rival Adidas, after which its main market is in the two or three line city.

What is worrying is that the replacement has brought huge workload and input requirements. In addition to the design and preparation before changing the bid, the greater difficulty is the implementation after the bid change.

Logo is an intangible asset created by enterprises. How can we change the brand without hurting the brand?

In fact, Lining's preparation for the replacement of logo has begun many years ago.

In May 2007, Lining began to work with external brands to explore remodeling matters.

In January 2008, Li Ning Co set up a design and R & D center in Oregon as the front stop for Lining brand to enter the US market.

In January 2010, Lining opened the first store in the same place, selling the "Chinese Kung Fu" series and other special products.

In Southeast Asia, the badminton products and equipment of Lining brand are more and more popular.

Compared with the steady progress of the market, the amazing appearance of the 2008 Beijing Olympic Games made Lining brand more attractive internationally.

Since then, Isinbayeva and shark O'neal are both the mouthpiece of Lining brand, and the Professional Tennis Federation (ATP) is also Lining's long-term partner.

In fact, Lining is not the first "face changing" company in China.

Take the Jinjiang sports brand in 2007 as an example. In the same year, del Hui completed the bid change operation in a bid to replace the "DEERHUI" in the English part of the old logo with "DEERWAY".

First of all, "DEER" refers to the deer in the English language. Deer are the best running animals in the world and the most beautiful animals in running posture. "WAY" means that there are rich brand meanings on the road and on the road of dreams. Secondly, the new logo changes little, making it easier for consumers to accept.

The most important point is that Del Hui did not add or reduce more elements.

Before Dehui, the sports brand 361 degrees consciously chose a "buffer period", that is to say, "Buick" was first replaced by "Buick -361 degree", and then gradually spread to "361 degrees" through the strong communication of one year.

It can be said that the 361 degree "change face" is the most thorough.

It can be seen that Lining's "face changing" is just a chapter in this upsurge.

However, due to the lagging behind of the brand "change face", it is difficult to evaluate the success or failure of each change in the short term.

Enterprises can not predict what happens behind the bid change boom, no matter whether their intentions are improved or negated.

So, once a company has a new strategy, can it be changed?

Pen writers believe that the referendum may not be necessary for the decision-making process of new logo, but we need to conduct a "crisis test". We should conduct research on cultural taboos in the target area, and let the target audience see the three things that they first associate with without prompting.

"Who you are, where you want to go, how you want to go, what kind of person you want to be, what assets you have."

This is something that every enterprise that wants to change logo needs to know first.

If we only hope to change the small logo to achieve the leap of the brand, it is better to sink our hearts instead of changing our faces to wash our hair. We should do a good job in building the brand, and we should start with the whole team's thinking, take care of "face" and do well in "Li Zi".