Lining Changed His Face To Read The Wonderful Life After 90

　　 Recently, in the office of the chairman of the third floor of the company, Lining Encountered such a language trap, a little careless, may lead to a towering saliva. 。

However, he was clearly prepared to see the big field.

"I am not an extreme nationalist, but I can not afford to lose my patriotic feelings. A brand DNA can not be duplicated. For example, when we mention Nike, we think that it is an American brand, not a Chinese brand. The same is true of Lining.

"In the development of society, I think patriotism in the new era should be reflected in the contributions made by the individual to the country and society. If Lining can enhance competitiveness and become an internationally recognized brand, it is also our contribution to the world. At the moment, this is a deepening of patriotism, rather than fade out! "

What Lining is talking about now refers to the replacement of the "L" LOGO with the new "human" font in the 20 years since the Li Ning Co was founded, and the "Make The Change" has replaced the familiar "anything is possible" for consumers.

In the 80s of last century, Lining's 3 gold, 2 silver and 1 bronze medal in 1984 Olympic Games catered to the needs of the times. He was also defined as the hero of that era. But after the defeat of the Seoul Olympic Games in 1988, Lining chose to retire and soon began a new legend. In 1990, with the dream of "let the Chinese athletes wear the Chinese sportswear in the world contest", he found the familiar national sports committee officials, persuaded them to abandon the $3 million foreign company sponsorship of the Beijing Asian Games with patriotic enthusiasm, and chose Lining who could only produce 2 million 500 thousand yuan.

On August 1990, in the Qinghai Tibet Plateau on the roof of the world, Lining was wearing snow white. Athletic Wear Lining took the torch of the Asian Games from the Tibetan girl Dava Ozon. This moment of holiness is like the Lining's action on the "bird nest" in the August 8, 2008 Olympic Games in Beijing. Lining, who is playing the role of Lining's bow running shoes, has settled in the hearts of people through television. He has also been strengthened as a symbol of patriotism.

It should be said that this kind of Marketing It has achieved amazing value. In the month of closing ceremony of the 1990 Asian Games, "Lining" received an order of 15 million yuan, and the "Lining" sportswear also became popular throughout the country.

Economic analysts pointed out that for those who were older and had received "red and expert" education, Lining's patriotic marketing did inspire many people's patriotic enthusiasm and realized the enhancement of corporate image and product sales. But after entering the new era, the consumers of Post-80 and post-90's have their own personality and rebellious spirit. They like to be independent and pursue the fashion trend. The patriotic appeal is too far away from them. Lining's "change face" also had close consideration for the reality after 90 years.

He didn't want to replicate those star days, but swimming, running, playing golf and "trying another life." He even laughed to say that he would not be chairman or even shareholder.

However, although he rarely visited the office of the president of the third floor in Yizhuang, Hongkong, although he lived in Hongkong, although he and Zhang Zhiyong could not see each other several times a year, he would never be content to be an observer only. He is also concerned about the world cup and other international events, focusing on Chinese sports and his old and new partners. "I am still the founder of the company, and there is also a spiritual level. And my sports knowledge and sports resources can also be incorporated into the company.