Lining: From "Dare To Think" To "Dare To Do"

Lining's brand new logo has little change compared with the logo that has been used for 20 years. It inherited the classic LN's visual assets, highlighted the Chinese brand with the Chinese character "people", and abstracted the pommel horse action named "Lining cross" named by Lining to convey the spirit of innovation of Lining and Li Ningpin.

The new brand slogan is "MakeTheChange" (let change happen). If the brand slogan "AnythingisPossible" (all possible) is to encourage people to "dare to think", then the slogan is to inspire people to "dare to act".

The launch of the new logo and slogan does not mean that the original logo is withdrawn. Zhang Zhiyong, chief executive of Li Ning Co, said: "we call the original logo the classic logo, and we will launch the corresponding product in the future."

The classic logo is coexisting with new logo and linked to blood. This is the same as the international brand Adidas's Clover and three parallel lines logo. The image changes and the brand gene remains unchanged, so that the brand can achieve value added while continuing the history.

From 2006 to 2007, the Li Ning Co Market Research Report showed that the overall consumption of Lining brand was larger than that of target group. Meanwhile, young consumers' feeling of "fashion" and "international sense" of the brand were slightly less than that of international brands. This prompted Lining to launch the brand remodeling project in May 2007.

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

In 2009, Lining brand had surpassed Adidas in Chinese market.

Zhang Zhiyong, chief executive of Li Ning Co, said that in the next 10 years, there will be a world-class brand in China, and there will be no one. Li Ning Co hopes to become NO.1.

According to the US Market Research Institute SGI sports goods information in 2007, the Li Ning Co ranked the fourth in the world's comprehensive sports brand, according to the market value ranking launched by the global sporting goods company. However, from the data of sales volume, it is difficult for Lining to compete with international brands.

China is still playing the main role in the international preparation stage.

In 2004, after the listing of Li Ning Co in Hongkong stock exchange, the new development goals of the planning company were put forward, from 2009 to 2013 as the preparatory stage of internationalization, and 2014 to 2018 as the stage of full internationalization.

Zhang Zhiyong said that before 2013, Li Ning Co's "sole" market was China. At present, the layout in the Southeast Asian market and the US market is more tentacles, and reserves talents for the full international market.

In addition to the R & D center in the US and the R & D center in Hongkong, Portland, the Li Ning Co's shoe product system has also hired foreign general managers.

"First build international brands, and then expand the international market."

Zhang Zhiyong said.

He believes that before going out, we must first form our core competitiveness in product innovation and brand building.

In addition to the 4 major new product lines for the brand, such as the top tier equipment set for professional athletes, Li Ning Co has now set its sights on the 2012 London Olympic Games. Product development has begun, and hopes to open up the way for all-round internationalization after 2013.