Lining: New Slogan To Promote Brand Younger

According to Hong Kong media, Chinese sports brand Lining (market, information, commentary) (2331) by its brand creation 20th anniversary, by Lining himself in Beijing announced its brand remodeling plan, released its brand name and slogan, and its chief executive Zhang Zhiyong also said that in 2018 to become the world's top 5 Sports Brand Company, then international sales will account for 2 of the total sales.

He pointed out that due to rising costs and product and brand innovation, this year it will raise its product prices.

It is hoped that the price gap with other international competitors will be closer, and the price increase of future new products will also be a trend and strategic consideration, but the amplitude will be judged according to the specific value of different products, and the company hopes to enhance its brand value through continuous improvement.

One of the company's propaganda slogans is "post-90s Lining", aiming at a new generation of Chinese people who are more confident and wealthy and have no inherent ideas about domestic brands.

He pointed out that the core consumers of sporting goods were people aged 14 to 45. According to the survey conducted by their companies in 07, Lining was more popular among people over 25 years old, while those under 25 were more interested in international brands, while those in super large and first tier cities were relatively low.

According to the market survey report of the company, the actual consumption of its brand is relatively large, and the crowd of nearly 35 to 40 years old is over 50%. The original brand of Lining brand and the slogan "anything is possible" are known as the assets of the "classic brand" (new product line), and appropriate application planning.