Lining Brand Reinventing After 90 &Nbsp; Original Logo Does Not Withdraw From The Market.

On the same day, products with new logo will be listed on the same day and will be stationed at all levels of the country.

Insiders pointed out that the brand remodeling is an important step for Lining's strategic goal of internationalization.

The original logo does not withdraw from the market.

"Shanghai, Guangzhou and other tier cities are still our key objectives."

Lining (China) Sporting Goods Co., Ltd. CEO

At the retail terminal, Lining launched the "sixth generation" experiential shop.

Li Ning Co CMO Fang Shiwei introduced that the "sixth generation" experiential storefront is limited to super cities in Beijing, Shanghai and Guangzhou, and is a store in the mall, with the goal reaching 70 in the year.

Zhang Zhiyong also said, "before 2008, the average growth rate of the industry was 30%, which belongs to the outbreak period of the industry. But now it has entered a stable growth period. We expect that the industry growth rate will be 15% this year, and the cyclical nature of the industry will also bring the enterprises back to the competition in brand innovation."

It is reported that after this brand remodeling, Lining brand will officially appear in the first tier cities, and compete with Nike and other international brands.

In 2009, Li Ning Co's sales revenue exceeded 8 billion yuan, which has surpassed Adidas, another competitor in the Chinese mainland market.

Data show that since the company has been on the market for six years, the annual average growth rate of sales revenue is 34.9%, the annual average annual growth rate of net profit is 50.5%, and now has more abundant cash flow.

Reporters learned that

Brand reinventing after 90

In the strategy of brand remolding, Lining's classic logo and slogans are most concerned.

The company recently announced the brand new logo and new slogan "Make The Change" (let change happen) evolved from the "Lining cross" action and the "human" character.

At the same time, the reshaping of the brand is also an important step for Lining to move towards the strategic goal of internationalization.

Zhang Zhiyong disclosed that the company is now in the international preparatory stage after breaking through from inside and outside the domestic market in 2008.

"Li Ning Co is expected to become the world's top 5 sporting goods company, and the international market share will account for more than 20% of the total sales."

Zhang Zhiyong told reporters that according to the three step strategy, the company is now at the stage of international preparation, and will achieve the goal of internationalization in 2014-2018 years.

The target population after remodeling has also changed significantly.

It is understood that Li Ning Co conducted a market survey in 2006-2007 years, found that the actual age of Lining brand consumer group is relatively large, nearly 35-40 years old crowd more than 50%.

On the other hand, young consumers' impression of Lining's brand in "cool" and "fashion" is slightly inferior to that of international brands.

These prompted Lining to embark on the brand remodeling project.

As soon as I entered Li Ning Co, the words "90 after Lining" appeared in the eyes of reporters.

Fang Shiwei, the main promoter of the brand remolding, said that "after 90's Lining explained that the company was founded in 1990, emphasizing young brands."

This reporter learned that 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.

At the same time, in terms of product pricing strategy, the company has also made adjustments.

Fang Shiwei said that the market survey found that consumers are more willing to spend money on products of higher value, and the key is whether enterprises can provide such products.

"This brand remolding is a product of higher value in the original product structure, which does not mean upgrading the original price range."

In terms of product positioning, Lining, who has been reinventing, is more emphasis on being younger, and at the same time maintaining communication with a broader target consumer group aged 16-35 and above.

Fang Shiwei said the product with new logo was officially launched in July 1st and has been stationed at all levels of the country.

With the opportunity of brand remolding, Li Ning Co has launched a new product line.