Change Logo To Change Slogan &Nbsp; Lining Reshape Brand

"Everything is possible" - the slogan of the Lining brand is well known. However, this slogan, together with the brand name of Lining, will be "retired".

In June 30th, Li Ning Co founder Lining, who rarely appeared in front of the media, led the company's top executives and investors to announce the new logo and slogan of Lining brand at the Beijing Lining headquarters.

Taking this opportunity as a turning point, Li Ning Co's brand remolding strategy is fully launched, aiming directly at the top ranking of China's sporting goods market.

The new Lining logo was first announced at the conference.

According to Li Ning Co, the new logo has been modernized to express the classical elements of the original logo in a "more international design language". It not only inherited the visual assets of the original logo, but also abstracted the original "Lining cross" action of Lining himself, interpreted the sports values with the "human" shape, and encouraged everyone to express themselves and realize themselves through sports. "The new logo lines are more sharp, the profile is more robust and more dynamic and powerful."

The slogan of Lining brand is also changed from "everything is possible" to "Make The Change (let change happen)".

Li Ning Co said that the new slogan reflects the evolution of dare to think and dare to encourage everyone to dare to change and break through.

Li Ning Co CEO Zhang Zhiyong revealed that at present, 500 new stores have been replaced by Lining stores, and 3000 stores will be updated by next year.

"The original logo and" everything is possible "slogan is not to quit the stage, but will have a suitable application plan as a classic brand asset.

Zhang Zhiyong said, "history is always the most precious. In a few years, we may make a new product line and re activate the original logo."

On the same day, Li Ning Co also adjusted the target customers, product positioning, brand connotation and so on, thus starting the Lining brand remolding strategy.

"As early as 2007, the Li Ning Co began to brew.

After the brand is rebuilt, Lining brand will officially compete in the first tier cities and international brands.

"We will gradually increase the price of our products and gradually reduce the distance from our competitors."

However, Zhang Zhiyong did not disclose the price increase.

Depth analysis

Abandoning the "Shanzhai standard" Lining paved the way for Internationalization

According to the Beijing Commercial Daily, just like 7 years ago, Lenovo changed its bid to become an international strategy. In June 30th, Li Ning Co Ltd announced its brand remolding strategy and issued a brand new logo and slogan.

In fact, not only is Lining, but at present, domestic sports brands are making an effort to expand their international influence. However, to truly gain international recognition is far from being simple.

All along, Lining's logo has been criticized for imitating Nike, and the slogan "Everything is possible" (anything is possible) is also considered to be the same as Adidas's "Nothing is impossible".

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.

Back in 1999,

Even so, at present, about 99% of Lining's turnover still comes from the domestic market, and overseas sales contributed only 1% to Lining.

This embarrassing data also shows Lining's weakness in the international market.

In 2009, Adidas's global sales amounted to 103 billion 800 million yuan, 93 billion 800 million yuan in addition to the Chinese market, and 129 billion 800 million yuan in Nike's global sales, reaching 119 billion 800 million yuan in addition to the Chinese market.

Lining's sales income was only 8 billion 387 million yuan.

Marketing expert Li Guangdou commented: "Lining's international route is very difficult."

However, there are still people trying to copy.

In addition to the brand sponsorship of sports events, last year, Anta also acquired the Italy brand Philippe China's proxy distribution in the foreign market, and XTEP also used Singapore as a stronghold to layout the Southeast Asian market.

Domestic brands want to increase their awareness of the region and then radiate the global market.

"International competitiveness includes not only international market share, but also international recognition and recognition.

Frankly speaking, the breadth and depth of China's famous brands entering the international high-end market is not enough, and the products lack core competitiveness.

It will take a long time to truly have global influence and appeal. "

Cong Huping, Professor of Zhejiang Institute of physical education, expressed this feeling.

The essence of consumer's brand consumption is cultural consumption, which is a consumption of personal psychology.

The Chinese sports brand does not seem to grasp the psychological needs of consumers, and does not cultivate the unique national cultural connotation of Chinese sports brands.

Li Guangdou believes that relying on sports sponsorship and celebrity endorsement, it is impossible to have the international momentum and the appeal of the international market. It will only be a flash in the pan or continue to be a follower of the international sports brand. Enhancing the cultural connotation of the brand is also an urgent problem for the local brand.