Brand Shoes Enterprises Lining Change Bid (1)

In 20 years,

Li Ning Co Ltd (abbreviation)

Although the first reaction of the new LOGO was "little change" after the appearance of the new LOGO, on the basis of this, a series of adjustment changes including organizational structure, product system, sales system and market system have been completed within the Li Ning Co.

This is like rebuilding Lining.

Li Ning Co now has 99% of its business in China, but it hopes that by replacing its new image, by 2018, Lining will become the world's top 5 international sports Brand Company.

Behind the bid change

In June 30th, Li Ning Co released a new LOGO in Beijing.

This is the first time that it has been changed for 20 years since its establishment.

In fact, based on this, it is a comprehensive reconstruction of the entire organizational system covering the supply chain, products, markets, operations and channels in the past three years in Li Ning Co.

Li Ning Co decided to start the brand remolding in 2007, they first made the consumer market research; by 2008 of March, the consumer positioning, brand positioning and product positioning were basically completed.

Li Ning Co's internal redevelopment officially started.

One of the changes is the establishment of a "strategic marketing department", which is selected by CEO personally and directly reported to it.

Their duty is to plan the long and medium term business development of each category according to the category of sports items, as well as product development, market dissemination, sales plan and so on.

"These people are highly qualified because they need both the concept of brand and the experience of business."

Zhang Zhiyong said that the establishment of the Department lasted 18 months, so far the personnel have been in place.

Echoing this is the adjustment of the internal management structure of Li Ning Co.

Before, Li Ning Co is a functional, flat organization structure. In the process of redevelopment, vertical management divides management businesses according to sports category, such as badminton, running, basketball and so on. Horizontal departments have product development, market, sales and supply.

As a result, the reshaped Li Ning Co becomes a matrix organizational structure in internal management.

The work will be basically completed by the end of 2009.

After the Spring Festival this year, Li Ning Co announced the change of sales organization: the sales organization was controlled by headquarters, and now it has become the three big area (North, East and South), and is responsible for the marketing and distribution of its region independently.

These changes took place quietly within the Li Ning Co.

External consumers will see the LOGO replacement of Lining stores, products, and the launch of an upgraded version of the new image store.

Li Ning Co COO (chief operating officer) Guo Jianxin introduced 10 new stores in the first half of the year and opened 50 new stores by the end of this year.

"Next year, we hope to form a new generation of store design based on testing, and we will gradually promote it in 2011."