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Lining CMO Deng Xiaohua: Promoting The National Fitness Campaign Through The Lining Brand

2013/9/4 10:09:00 53

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one of the leading sports brand enterprises in China, < a href= "http://sjfzxm.com/news/index_f.asp" > Lining < /a > the founder and chairman of the company Lining and Lining, who had been selected by the fierce competition to participate in the activities of "let's take the the Great Wall and Lining together", boarded the the Great Wall of Ju Yong Guan in July 25th and joined hands. The official opening of the event was co sponsored by the Li Ning Co and the people's network. In from July 26th to 28th, Deng Xiaohua and other Li Ning Co executives, people's network department heads, Olympic champion Gao Min, Yangling and 10 sports enthusiasts who had been recruited online across the country took part in the three day's tough the Great Wall activities. 
Lining, who joined the Lining group in October 2012 and was responsible for marketing and brand development, was the guest of P. In an interview nearly one hour, the netizen raised many questions, the interview content has 260 thousand times above to view. 
 Deng Xiaohua said that the the Great Wall is a symbol of the Chinese nation, representing the national spirit of map preservation, strength and perseverance. The Li Ning Co is brave enough to break through and to inherit sports spirit all the way. Such activities are aimed at boosting the status of Lining brand as China's leading sports brand, and encouraging more ordinary people to love sports, to challenge themselves through sports, to break through themselves, to enjoy sports and to promote fitness for all. 
 below is a wonderful excerpt of dialogue between Deng Xiaohua and netizens: 
 netizens: what is the original intention of organizing this event? 
 Deng Xiaohua: first of all, we hope that we can gain a deeper understanding of our product attributes through a more specific way of experiencing. Secondly, I hope that through the influence of people's network on sports fans, the spirit of sport advocated by Lining will be more widely understood by sports fans. This is why we wanted to have a special activity to experience a different spirit of sportsmanship. This spirit of sportsmanship is something that our ordinary sports enthusiasts do not need to go to the arena or experience in a very hard environment. 
 netizens: Lining arc three generation and AT < a href= "http://www.91se91.com/" target= "_blank" > dress < /a > is not a professional outdoor equipment. What is the performance of Lining's products after these three days of complex and changeable natural environment?
 Deng Xiaohua: we don't want the old lady to sell the melon to sell herself. This product has indeed undergone the test of different climate and environment. It has experienced exposure to the sun, and also experienced light rain. In addition, in the two and a half days of travel, I believe that all the participating friends can feel that our products are still quite powerful! 
 of course, we also invite colleagues from the product development department to participate in this activity. Through this activity, we can observe how the product is used and how it can help us overcome some weather conditions that may not have been expected. What I want to say is that we have great confidence in our products! 
, so thank you very much for your friends who participated in this project, so that we have the opportunity to see closely how our products help you achieve a better experience. 
 netizens: as the chief marketing officer of Li Ning Co, why should you participate in this activity in person? 
 Deng Xiaohua: this activity is actually quite full of experience for us. I believe that in the domestic marketing way, no matter sports industry or other industries, there are very few marketing cases that are carried out in real experience. This activity is actually achieved with consumers, media and Li Ning Co team. For me, I would also like to know if the nature of the activity itself can achieve the purpose that we originally envisaged, that is, through our own personal experience, we can actually understand how our products are used and what aspects are insufficient, and the goal of improvement in the future. I think on the product, our Li Ning Co has been committed to improving the quality of sports with the most professional products. 
 this is why I am very willing and honored to have the opportunity to finish these three days. Personally, the Great Wall is a symbol of our entire Chinese nation. I feel very happy. This is also a very rare experience in my life, so that I have the chance to go through the Great Wall which may not normally have the chance to go. That's why I didn't even have confidence in my physical strength. I have some fears and fears, but I am very happy to have finished with the support of the whole team. This feeling is very good, you will find that your potential is bigger than you think, and you can accomplish what you think you can't do. 
 netizens: Lining's latest arc three generation run "a href=" http://www.91se91.com/ "target=" _blank "> shoes < /a > the advertisement used the dog element, which makes people feel very novel. How does this advertising creativity come from, will Lining have a big breakthrough in brand marketing? 
 Deng Xiaohua: as one of the closest friends of the human race, it is also one of the most willing to run freely. The pace of the dog is flexible, and there are also natural cushioned meat mats. Even a pair of running shoes that such a creature would envy, its flexibility and shock absorption performance can be imagined how wonderful it is. It also sees a lot of netizens in the middle. It is reflected that why dogs are dreaming, and I do not understand dogs. It is mainly through humorous, humorous, more unique way to let people remember the way to promote products, I hope you like it. I think advertising is probably the most direct way for most consumers to know a brand. The advertising of the three generation of the Lining arc is different from the previous Lining advertisement in terms of creativity. In fact, dogs are just a creative element. The most important thing is that through the advertisement of this dog, we can see clearly the advantages and advantages of the product. 
 secondly, of course, we hope to be able to notice this product through a more unique, more memorable and more popular creative mode. When we are creative, we want to express that this pair of shoes, even the owner's puppies, dream very much. It can be put on, and it can run more freely. The advantages of these shoes should be quite good. This is a very simple idea of creativity. After coming out, the whole response is quite good, whether it is ordinary consumers, or some media people or creative people in the literary and art circles, we can see that our comments are very positive. 
 netizens: will Li Ning Co hold more such activities and engage in close interaction with consumers? 
 Deng Xiaohua: we have held a lot of activities in 2013 so far. Our original intention is to make consumers feel better about products and brands through direct contact with consumers. Including the ten kilometre marathon that we have continued throughout the summer so far, the concept of the whole competition is to prove itself by ten kilometers. It may be different for everyone to prove things, but prove that the process of Lining can be run by running. We will have two more stations in September, and the details will be announced as soon as possible. In addition, in June, we did a very interesting activity called FUN RUN in Beijing and Guangzhou. We also hope that we can enjoy the fun of running through the more interesting running experience, which is mainly inspired by the beginning of primary sports enthusiasts. In addition, there are a lot of close contacts with consumers, such as the theme exhibition of "China's second year sports pulse", which is currently being carried out. I hope you will be concerned about Lining's official website and official micro, and will see more firsthand information on it. 
 netizens: the arc series will have fourth generations and fifth generations. Will this brand spirit activity continue as a tradition? 
 Deng Xiaohua: in fact, we have other technology platforms, such as Li Ninggong, ultra light ten and so on, all of which are designed on different technology platforms. Will there be fourth generations or fifth generations of arc series? I believe there will be, because the Lining arc series is a brand of technology, and it is a technology of cross sports brand. The Lining arc is not only running products, but also has the concept of flexible damping in basketball and training. As we just said, this experience can be found that our products have many experience opportunities. As long as there are opportunities for improvement, there will be fourth generations and fifth generations. 
 second questions about whether this activity embodying brand spirit will continue as a tradition? The answer is yes. One of our biggest changes in Lining's marketing campaign is that we want to experience the fun of sports with consumers, sports enthusiasts and professional athletes, to understand the advantages and shortcomings that our products can bring. Therefore, I believe that such a brand's spiritual integration will be reflected in more Lining marketing activities afterwards.