Lining, From Changing The Present To Changing The Future &Nbsp; Creating A Brand New Lining.

In March 18, 2010, Lining The company released the 2009 annual report, the figures released show: the company's annual Sale The income is 8 billion 387 million yuan, of which the core brand "Lining" sales volume is 7 billion 690 million yuan. So far, Li Ning Co has changed the Chinese sporting goods market for many years. brand The ruling situation was regained. market Competitive initiative.

Just when people in the industry were very encouraged to mention Lining's repossession of the throne, the Li Ning Co as a leading actor was not satisfied. The blockbuster launched a more popular blockbuster, which was finally staged under the guidance of Lining: "after 90 Lining" came out and changed the brand logo and slogan.

"Brand internationalization" is the best explanation for Lining's change of brand identity. However, he chose to carry out such a big change under the Li Ning Co's annual growth rate of 30%. What does Lining want to do? Why does Lining actively seek change?

Changing external cognition: Lining's personal star effect has gradually weakened.

In the ten year Lining, from the establishment of the company to the rapid expansion, and from the domestic to overseas, the biggest highlight of Lining's brand is not the product, not the advertisement, but the pure "Lining" personal star effect.

During his 17 years' sports career, Lining won 106 gold medals in major gymnastic competitions both at home and abroad. In 1987, Lining became the only member of the International Olympic Committee sportsman Committee in Asia. In 1999, Lining was named the "best player in twentieth Century" by the world sports journalists association. His name and 25 giant stars of boxing, Ali, Bailey and Jordan were on the top of the century sports.

With such honor and praise from the Chinese people, Lining entered the business world, founded the "Lining" sporting goods brand, and sponsored the 90 year Asian Games Chinese delegation as an opportunity to start the business of Li Ning Co, thus creating the first river of Chinese sporting goods brand management. In the development of Li Ning Co and Lining brand, Lining has become the most direct and effective spokesperson for the brand. This strategy is very effective in the last century in China, especially the footnote of national brand and national hero. It is very easy to arouse the emotional resonance of the Chinese people. Besides, Lining's own business gene and the introduction of the management concept of the career management team early on, it is not difficult to understand why Lining became the first brand of domestic sporting goods. Even when global sports predators such as Nike and Adi attack the Chinese market aggressively, and domestic brands suddenly sprung up to seize the market, Lining still did not grow up steadily. In addition to constantly changing and adapting new market initiatives, including signing sports stars from different sports circles to promote corresponding professional product lines and bringing new growth points, there is a certain correlation between their brand loyalty and their brand loyalty.

After experiencing the Asian Games, the Olympic Games and other international events, China's sports brands have seen more and more international brands, and gradually grasped the essential skills of sports marketing. Especially after the star endorsement became the necessary path for the operation of the clothing brand, it was not only the "superstar strategy" of ADI, but also the "marriage" between local brands and entertainment and sports stars. They all attacked Lining's brand as the first spokesperson. Even though Lining signed Isinbayeva, O'neal, Lin Dan and other stars, Lining's status in the eyes of consumers is still a sports star, and then is a sports brand.

In 2008 the Beijing Olympic Games lit the Olympic flame. Lining reached a peak of his own, but it was also the peak. After 2009, Lining began to fade away and became a pure businessman, entrepreneur or philanthropist.

Lining's star effect gradually weakened, especially more and more young consumers did not understand Lining's success. In the post-90s, Lining represented only an era, an imprint, or an amazing story in the Olympic Games, while Lining's product was a brand without any "accessory concept", which lost the support of Lining's personal value, and only compared with other first-line brands from the product point of view and with many superstars.

Therefore, Lining needs to change, and in addition to Logo and slogan, we need to give brand a new concept, a cultural reform to adapt to social change, and bring more consumer identity, which is also the offensive policy of the post 90 Li Ningxin advertisement, and the object is self-evident, because the future mainstream consumer groups must be after 90, and this batch of consumer groups should be trained to prevent their premature investment in the "embrace" of the international brands such as Nike and Adi, when they have not formed a mature concept of consumption. {page_break}

Changing the bridge of communication: the main idea of the post-90s consumption needs new ideas.

The core consumer groups of sporting goods are 14 to 45 years old. Consumers of Lining brand 35-40 years old are over 50%. The imbalance of structure is not difficult to understand, because for most of the 70 and Post-80 consumers, the purchase of Lining products is a complex and a consumption attitude. In this group, the high personal admiration of Lining has created the love and pursuit of Lining brand, but it has also led to the problem of brand recognition.

The disadvantages of their own brands, the fact that the actual consumption crowd of the brand and the target consumer group have shifted a lot, the young consumers' brand impression of Lining includes many aspects, such as "positive upward", "potential", "Chinese characteristics" and "identity". However, the poor sense of "fashion" and "international sense" of sports brands has become a short board. When Lining invested large sums of money in R & D design, striving for the integration of design and internationalization, and at the same time, the price level is lower than that of the international first-line brand, but it still can not impact the market of the first-line brand, and even there is such a fatal misunderstanding in the brand recognition. It can be judged that there is a problem in the fundamental problem of the brand. 20%-30% in the 2007 Market Research Report, Lining has seen

At the same time, the lack of core products that attract young people has always been Lining's greatest weakness and trouble. Lining's core sports asset is badminton. Although ping pong feather series can best represent the prosperity of China's sports industry, it actually has a low popularity in China and the world, and is less attractive to young people than football. Unfortunately, the footballs and basketball series of the most popular young people in the world are occupied by ADI and Nike respectively, which is also the only choice for Li Ning Co. Changing from a product perspective is an almost impossible task. It can be said that one of the reasons for Lining's fundamental change is to attack from the psychological point of view of consumers, so that the personality of the brand will become more vivid, sensitive and dynamic.

For the Lining brand, which aims at internationalization at the beginning of its establishment, it is far from enough to rely on Lining's influence to achieve psychological impact on consumers, no matter in terms of quantity, group breadth or continuity. The internationalization strategy needs to strengthen the internal strength. In the long term plan of ten years, the biggest consumption power must come from the young generation's consumers. Lining, who has always advocated the "champion" as the brand and has not enough communication with the younger generation, hopes to change this from here to give a new idea to the young people. "Make the change" is undoubtedly the most positive and positive representative language after the 1990s.

Changing the future: looming Adidas's strategic path

Perhaps, after the setbacks, the domestic brands, which are deeply affected by the economic crisis, seem to have a more long-term view. When foreign brands continue to engulf the domestic market and local brands expand their crazy "enclosure", Lining understands that the surface stability is actually complacent.

However, the way to change the future is very difficult. Because the brand of Chinese brands is too deep, brand imprinting weakens the recognition of young consumers who are more and more fashionable and fashionable. Lining's brand identity is the best solution to this problem.

In contrast, Lining's reservations about the existing Logo are more worth pondering, and loomed the way of ADI's brand management: changing the brand logo from clover to three bars, and then "Shamrock" change into "ADI's brand" classic series. Its product design style, grade and price are separated from ordinary ADI products, which is more fashionable and high-end than the sports performance series of ADI, which makes ADI occupy the consumer group of different types and ages. Lining has such suspicion and has the motive to do so. The new brand logo, represented by Lining, belongs to the post-90s, represents the fashion and the trend, has the post-90's "breath"; and the original brand logo of Lining is "immersed" in the era of Lining's personal celebrity effect, representing the classic.

However, the future of the old fox tail is still unknown. Pure imitation of ADI to build high-end series, its ten years of operation accumulated brand thickness is not enough, let alone now Lining's entire line of products have been raising prices, there is no room for further improvement, it seems that as a low-end brand operation is more in line with the status quo, and itself is the local brand of Lining, the future spanformation into the low-end market, and XTEP, Anta competition, seems to be a "back road".

At present, brand internationalization is the primary strategic goal of Li Ning Co, and also lays the groundwork for the next step of market internationalization. The new logo will bear the heavy responsibility of subverting the brand of Lining brand by Chinese young consumer groups. From the concept of the new logo, it can really narrow the distance from the younger generation, and the attitude of the community is also positive and affirmative. After all, the national brand can be strong enough to compete with the international first-line brand. It is a matter of pride for the Chinese people. The late market operation of Li Ning Co will become the biggest point of view, and how to deal with competitors is also a "highlight" of the sporting goods industry in 2010 and 2011.