"After 90" Lining Deleted The Copycat Version &Nbsp; The New Version Of Internationalization.

In this change, the most notable concern is the change of Lining's classic logo and slogans.

Lining announced the brand new logo and the new slogan "Make The Change" at the scene.

"The brand new manifesto reflects the evolution from dare to dare, encouraging everyone to dare to change and break through. It is a call to the new generation of producers."

Li Ning Co brand leader said.

In addition, Lining's brand new logo not only inherits the visual assets of classic LN, but also abstracts Lining's original "Lining cross" action, and interprets the sports values in the form of "human".

Li Ning Co brand leader explains: "everyone is encouraged to express themselves and realize themselves through sports.

The new logo lines are more sharp, more robust and more dynamic and powerful.

According to the introduction, Lining brand original logo and popular slogan "anything is possible" brand slogan is not to quit the stage, but will be used as a classic brand asset, and appropriate application planning.

Creating "Lining after 90"

Li Ning Co CEO Zhang Zhiyong said, "they have an international perspective, love innovation, pay more attention to quality, and have an updated definition of sports.

If we want to get their approval, we need to be sharper, fresher, more dynamic and more personal. Lining brand, like all young people, is eager to self expression and self actualization, and we have to talk with them in new language.

We will increasingly feel that the Lining brand is becoming a smart, humorous, frank, curious and creative young man! "

Behind this Lining's brand vision update, Li Ning Co has also carried out in-depth organizational restructuring, including sports category planning, business area division, product development and design, all of which have been systematically upgraded.

Taking advantage of the opportunity of brand remolding, Lining also introduced the more distinctive new product series of the same day, including the top equipment series (AthleticPro) for athletes, the Urban Sports series with multi occasion functions, the all orange omnipotence series (BrandHeritage) that embodies the brand assets, and the cross-border design series (Crossover), which invites the cutting-edge artists at home and abroad.

Lining's "brand remolding" takes precautions

In addition to issuing new logo and slogans, Li Ning Co has made corresponding adjustments to brand DNA, target audience, product positioning, brand connotation and development system.

Data show that, to the completion of this brand remodeling, Lining brand corresponding terminal channel image is already the "sixth generation".

In the Chinese market, Lining is currently the most loyal consumer goods brand.

In the 2006-2007 year, Li Ning Co's consumer market survey shows that the actual consumption of Lining brand has a certain offset compared with the target consumer group, that is, the overall population is larger than that of the target population, and the crowd over 35-40 years old has more than 50%.

On the other hand, consumers, especially young consumers, scored highly on Lining's brand, such as "positive", "potential", "Chinese characteristics" and "identity".

This prompted Lining to start studying the theme of brand remodeling and start the brand remodeling project.

In May 2007, Li Ning Co began to engage with external partners to discuss brand remodeling.

It is reported that after this brand remodeling, Lining brand will be officially exposed 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.

Internationalization from inside to outside {page_break}

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

In 2004, when Lining successfully listed on the main board of the Hongkong stock exchange, he redesigned the development goals of the company: 2005-2008 years, focusing on the domestic market, striving to break through from inside and outside the market, and 2009-2013 years as an international preparatory stage, focusing on strengthening international capabilities; and 2014-2018 years as a comprehensive internationalization stage.

"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.

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".

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.

For example, in November 2008, Lining officially listed the "Lining Sports Science Research Center" in the company headquarters, under the sports biomechanics laboratory, shoe machinery testing laboratory and foot type and shoe last type research laboratory.

Its completion also marked Lining's true entry into the international advanced ranks in the field of sports science research.

Among them, the biomechanics laboratory is the first biomechanical laboratory established in China to improve the technological content of sports equipment.

This is equipped with the world's top test equipment, ranging from sports mechanics to 22300,15.00,0.07% resilience and shoe grasping capabilities.

Based on the research results of the lab, Li Ning Co shoes have surpassed their competitors in many aspects, such as resilience, land grabbing and so on.

The Li Ning Co "Lining bow" shock absorption technology platform is a good illustration.

The design of "Lining bow" is inspired by the crystallization of Zhaozhou Bridge in ancient China. Now it has been applied to professional categories such as running, basketball, tennis and so on. It is a technology patent of Li Ning Co and a concentrated presentation of its shoe technology.

Another example is badminton, one of Li Ning Co's fist products, which is also internationally leading in terms of professionalism.

Taking the index of broken bits of products as an example, in order to provide excellent products, the Li Ning Co organized more than 3000 people to test badminton and test them from all angles.

"Our broken debris rate is 0.5%, and the industry average index is a few percent!" Li Ning Co indoor sports department Hong Yuru said, in badminton field, this is an index of no competition.

All these have created a clear and obvious competitive power for Lining, and constantly reduced the short board at the front end of the product compared with the international brand, which laid a solid foundation for the Li Ning Co's comprehensive international market promotion.

Lining's tentacles spread to the international market

At the same time, Lining's tentacles have been exploring the international market with the practice of internal strength training at the back end, forming the front wheel linkage of its international chariot.

For example, in January 2008, Li Ning Co set up a design and R & D center in Oregon as the front stop for Lining brand to enter the US market.

In January 2010, Lining opened the first store in the same place, selling the "Chinese Kung Fu" series and other special products.

In Southeast Asia, the badminton products and equipment of Lining brand are more and more popular.

Compared with the market driven step by step, the Lining brand is more attractive in the international momentum.

The amazing performance of the 2008 Beijing Olympic Games can be regarded as the climax of the atmosphere, but under this background, Lining has been working in this field for many years.

For example, Lining is a partner of Spain and Argentina national basketball team. The partners of the Spanish and Swedish delegations of the 2008 Beijing Olympic Games; the two Olympic champion, the three IAAF's best female athlete, and the 26 time to win the world record.

Isinbayeva and shark O'neal are both the mouthpiece of Lining brand. ATP is also a long-term partner of Lining.

Li Ning Co's stakeholders said that the biggest achievement of the brand remolding was to take the lead in completing the problem of "brand roots", which has been difficult to solve in Chinese companies.

It is reported that "sensitivity, balance, endurance, precision" will become the characteristics of Lining brand.

"These are things that nobody can take away from us, and they can also make Lining brand different from other international brands."

Zhang Zhiyong said.

As the exposure of these characteristics, Li Ning Co also hopes that the outside world can feel a unique "smart humor" for the Lining brand.