Can Lining's Lenovo Road Repeat Itself (1)

Introduction: in April 28, 2003, Lenovo formally changed the old logo legend to Lenovo and held a press conference on the Internet.

The "novo" in LENOVO is a very old Latin root, representing "new ideas and innovations". While "Le" represents the existing "legend", the meaning of the whole name is "innovative Association", which effectively conveys the idea of "freedom of science and technology" and inject more new vitality.

In June 30, 2010, 6 years later, in June 30, 2010, Lining issued a new logo and slogan, and adjusted the brand DNA, target audience, product positioning and so on to create "90 after Lining".

The Li Ning Co's new slogan is "MakeTheChange". The brand new logo abstracts Lining's original "Lining cross" action.

One is the leading enterprise in the domestic IT industry, the other is the shoe and clothing enterprise that firmly sits on the head of the domestic sports market.

Different times, same actions, can the same brilliance be deduced? So what exactly are the same cases of exchange that deserve our attention? And what are the different places for us to ponder?

The same point: enterprise needs

Lenovo: Lenovo is one of the most outstanding enterprises in China. Lenovo brand logo switching will be a strategic milestone in the history of Lenovo development.

Lenovo's brand has grown from scratch and from small to large to become such a famous Chinese brand today. It is the crystallization of Lenovo's new generation and the two generation's nineteen years of painstaking efforts and sweat.

I believe you and I are reluctant to part with our old brand logo.

Many people have asked me why we should switch the Lenovo brand logo. I think the most direct reason is our internationalization needs.

Beginning in 2001, we identified the "high-tech, service and internationalized Lenovo" as the vision of our company in the future. We hope to jump onto the new third steps of "diversified development, leading technology and large international scale in the field of IT".

To this end, our technological innovation and service pformation strategy have started and made important progress. We have laid down our business in the following three fields: front desk, backstage and service, so that the product and service system is becoming more and more perfect.

In this context, we need to think about how to further clarify and develop Lenovo brand connotation, so that it can better integrate with our company's strategic vision, and promote the company's performance to a higher level.

The situation turned steeply, from selling to continuous negative growth for 26 consecutive months.

Worst of all, Lining storehouses contained up to 600 thousand pieces of goods.

A financial media described the predicament of Lining at that time: "it seems that there is something close to the magic barrier that keeps the company from going up."

Lining, who has played abroad many times during the athletes, gave the method of internationalization.

You know, at that time, few Chinese enterprises could learn from the successful experience of internationalization.

Lining told his colleagues: "the whole world is going through globalization, and we must become an international brand."

The prince of the world gymnastics kingdom must

"We have been in China for the first time in many years, and naturally we must consider internationalization. This is a very simple idea."

Zhang Qing, then marketing manager, recalls.

Therefore, the judgment of the domestic market has become a major factor for Lining's determination to go out to sea.