Lining "Changed Face" &Nbsp; Changed Image To Position 2.

"In the next 10 years, there will be a world-class Chinese brand. Although we don't know yet, we believe there will be no one."

Zhang Zhiyong said, "based on a series of rational business analysis, Li Ning Co hopes to become one of the NO.1, which is also one of the motivations for this brand remodeling."

In order to complete this layout, Lining showed great patience.

In fact, as early as 1999, Lining began his contacts in the international market and made his debut at the ISPO sporting goods fair.

Subsequently, in developing the international market, the Li Ning Co seemed far sighted and did not adopt the "impetuous and impetuous" way to maximize market interest. Instead, it adopted a safe way of "building international brands first and developing international markets".

"M & A is also a form of international development. You can also develop internally and develop your own team in this area. We only know how to go after our internationalization strategy was set in 2012, but this part of the international strategy is part of our strategy."

Zhang Zhiyong talked about it.

First of all, we should create international brands and expand the international market.

This approach is different from the low dumping method of some enterprises. We hope to increase the added value of the brand first. "

Zhang Zhiyong believes that before going out, we must form our core competitiveness in product innovation and brand marketing.

The beginning of brand remolding strategy indicates that Lining's brand is closer to its self setting.

Lining brand will formally attack in the first tier cities, and compete with Nike and other international brands.

In 2009, the Lining brand had surpassed its previous rival Adidas in the Chinese market.

"At that time, Li Ning Co is expected to become the world's top 5 Sports Brand Company, and the international market share will account for more than 20% of the total sales."

Zhang Zhiyong said with confidence.

Lining "change face" to eliminate suspicion of imitation

Yesterday, Lining adjusted the target audience, product positioning, etc., but the most important concern is brand new logo and slogan.

Lining brand new logo inherited the original LN logo structure of the visual effect, but abstract Lining's original "Lining cross" movement, and the "human" shape to interpret the sports values; the new slogan "Make The Change".

"This is to encourage everyone to dare to change and break through. It is a call to the new generation of creators."

Li Ning Co brand leader interprets the new brand slogan.

According to the introduction, Lining brand original logo and "everything is possible" brand slogan is not exit stage, but will be used as brand assets, and appropriate application planning.

All along, Lining's logo has been criticized for imitating Nike, and the slogan "Everythingispossible" (everything is possible) is also considered to be the same as Adidas's "Nothingisimpossible".

Xu Yunfeng, a sporting goods analyst, believes that the strategic adjustment made by Lining is motivated by the most essential consideration. First, we must get rid of the suspicion of imitating others when we are committed to making an international brand.

Although China has become the largest market in the world, a brand must go abroad if it wants to grow stronger.

Internationalization is the dream of the domestic sports brand.

As early as 1999, Lining participated in the ISPO sporting goods fair to prepare for the European market.

In June 2000, Lining beat Adidas to win the equipment sponsorship of the French gymnastic team. Later, he extended his own franchisee in 9 European countries, Spain and Greece.

In addition to sponsorship to enhance international visibility, it also entered the international market in July 2008 through the acquisition of Italy famous sports brand Lotto in mainland China for 20 years.