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Lining Change Bid: Failed Logo'S Successful Pformation?

2010/7/29 9:47:00 70

Lining

Changing the label can remind people of the association of "Lenovo".

Some people say that Lining's move is to "go to Shanzhai"; others say that the new logo has lost its original rounded and elegant and superfluous; of course, some people say that Lining has failed to change the bid, but it is doomed to succeed.

Logo stands for it.

brand

Image and enterprise strength, and the change of logo shows the pformation of brand.

According to the market survey conducted by Li Ning Co, the proportion of consumers aged 30~40 years old is over 50% in the actual consumption of Lining brand, which is obviously different from the target consumers who are under 25 years old.

Yang Dayun, chief consultant of UTA Fashion Management Group, once said that no brand in the world can grow old together with guests, and the result is that the brand is gone.

"Therefore, Li Ning Co actually pays more attention to young people, especially the 14~26 year old group.

Whether the group's identity with Lining's brand is strong enough will determine the success of the company's future development. "

Guo Jianxin, chief operating officer of Li Ning Co, looks at the significance of young people.

Can Lining succeed in reshaping the brand and "MaketheChange" instead of logo?

Today, when consumers, categories, channels and prices have changed, an enterprise wants to survive. It is the comprehensive ability: whether the strategy is clear, whether the design style can meet the needs of consumers, and whether the sales channels, prices, category structure and other aspects are keeping pace with the times, and so on.

Any link can not keep up with, brand growth will be very difficult.

In addition to the shape changes, Lining's "change" in products and channels began 3 years ago.

Lining's product team has been doing a seemingly simple survey -- looking at the wardrobe.

They spend 24 hours with the target customers, go to his home to see what clothes they have in the closet, give him 500, see where he spends, and how the clothes will match.

All these are designed to make the designer understand the personality and lifestyle of the target consumers better.

In the first tier cities, Lining launched "

The six generation shop

"To provide a" new retail experience "and launch a counterattack against international brands.

You will see that this shop has a stronger personality. The color matching must be bold "Li Ninghong", decorated with props, rings, etc., as well as the interactive wall that can leave messages and make friends, and establish links with the post-90s.

Perhaps Lining's new logo is not very well designed, but Lining's change is based on planning and communication.

The brand connotation is not only reflected in its advertising language, but also in their large number of sustained, unified advertising strategies. They support the brand proposition with online and offline activities, large-scale public relations and terminal interaction.