Lining's New Standard Has Been Approved To "Regress".

Sports brand Lining

The new LOGO was approved "backwards".

Reporters in Lining's official website and official mall saw that the new logo was placed prominently.

Although the Li Ning Co said that the original logo and the slogan "anything is possible" will remain, and will continue to be used as a production line, Lining's new LOGO appearance has been criticized like tide.

"If we throw away the strategic significance of changing the label to the brand, from the perspective of logo design, Lining will fail to change the label."

An insider commented.

Compared with the mild expression of the advertisers, the evaluation of netizens is more spicy and direct. "Like a logo of a second class brand", "not surpassing the LOGO in front is a retrogression."

Many netizens believe that Lining's new LOGO "Shanzhai" used to be pirated by Lining. "I recently bought a Lining, was told that LOGO had changed, and even more depressed was buying a piece back and still being mistaken for piracy."

Pleasing the "post-90s" injured the "70 after" and "after 80"

At the same time, the new slogan of "MakeTheChange" is generally considered inferior to "everything is possible" atmosphere.

In order to cooperate with the "brand remodeling plan", Li Ning Co has chosen to broadcast advertisements with the theme of "post-90s" frequently in various media, so as to approach young consumers.

In recent years, the overall age of users has been troubling Lining.

However, after giving all the compliments to the "post-90s", Li Ningxin's advertisement fell into the dilemma of "overcorrecting". At the same time, it also led to the loss of "70 after" and "80 after" consumers. Many people therefore claimed to boycott Lining.

"It is understandable that Lining launched a series of products with the theme of" post-90s Lining ", but as a brand advertisement, there is something wrong.

Brand management expert Cui Hongbo told reporters.

Expert evaluation: still

In Cui Hongbo's view, Lining's "brand remodeling plan" has been questioned with the lack of clarity in the core strategy of Lining brand team. "The new logo is designed by a Chinese designer, and the new advertising idea comes from an advertising company", which makes Lining's "brand remodeling plan" style extremely inconsistent.

Nevertheless, in the industry view, Lining's "brand remodeling plan" is a major progress in domestic brands.

"After following Nike on LOGO and following Adidas in advertising slogans, Lining finally chose to match her opponents in the planning and communication of the brand," "a big step in consciousness and ideas".

The new LOGO question is only imperfect in detail. "Relying on Lining's capital strength, it is to put a very bad LOGO every day to spend huge sums of money to spread, and finally will be accepted."

Morning news reporter Chen Qiong

Short comment

After complaining, I still bless.

Analysts pointed out that the reason for Li Ning Co to reshape its brand is the anticipation of the increasingly fierce market competition and the rising labor cost in China's sports products.

Statistics show that although Lining's sales in the Chinese market surpassed Adidas last year, the main market is concentrated in two or three line cities.

The industry generally believes that Lining in the brand remodeling at the same time, also announced that in the first tier cities and Nike, Adidas and other international brands to compete for the front.

The use of the new slogan "MakeTheChange" instead of the familiar Chinese slogan is also seen as a signal for Lining to revive the overseas market.

Compared with the rapid expansion of the domestic market, Lining's performance in the international market is mediocre.

Last week, Lining announced cooperation with eBay, and Lining eBay's overseas online shop was formally launched.

For Lining, who is determined to compete with international brands all over the world, eBay will become an important marketing channel for overseas markets.

Therefore, despite the "grumbling" of Lining's bid changing behavior, he still wants to see that Lining, a national brand, can have a good "change".