Can Lining's Lenovo Road Repeat Itself (2)

Difference:

The original logo hinders the internationalization of Lenovo

According to Liu Chuanzhi, in the 98 year when Hongkong Lenovo was founded, an English name "Legend" was picked up. It turns out that this name has become an obstacle to Lenovo's globalization.

"The meaning of Legend is legend. There are hundreds of products in Legend, and we can't buy them all."

After 19 years of development, Lenovo has become the first IT enterprise in China. Now it has raised the banner of internationalization and is ready to go abroad to participate in global competition.

Taking into account the security reasons, the April 28, 2003 new Lenovo new logo press conference format has been changed several times, and finally carried out on the Internet.

Yang Yuanqing, President of Lenovo Group, said at an online press conference that the most direct reason for identity switching is the need for Lenovo internationalization.

Although Lenovo is reluctant to part with the original logo, how to further integrate into the global industrial competition pattern and maximize the resources and growth opportunities on the broader stage has become the focus of Lenovo's next strategic planning.

The prerequisite for internationalization is to have an English brand logo that can be freely and popular in the world. However, the English "Legend" has been registered in many countries. After Lenovo products have entered the overseas market, the use of the "Legend" logo will not be able to carry out sales and marketing.

In this situation, Lenovo's replacement is imminent.

For a long time, Li Ning Co has been stuck in the market; in China's super large and first tier cities, Nike and Adidas are firmly occupying high-end; in the two or three and below urban markets, Anta, XTEP, PEAK and many other local rivals are eating Lining's share at a more competitive price.

Since 2005, Li Ning Co has made a bold strategic choice: to enter the high-end market.

"The era of growth driven by distribution advantages has passed," Zhang Zhiyong said. "Brand innovation and product innovation will be the key to the next stage of competition."

With the gradual infiltration of multinational companies and the upward trend of Chinese consumers' consumption power, the two will be doomed to encounter, but "it will be disastrous for Chinese enterprises".

In the new 5 year plan, which began in 2009, Zhang Zhiyong's goal is to

What is the brand positioning of an enterprise? What is the brand consumer? What is the brand DNA? Most consumers' impression of Lining brand is a reliable, mild, trustworthy and positive, but these descriptions reflect an important flaw: what is the distinctive character of Lining brand?

Lining is trying to get rid of this predicament and new brand.

Conclusion:

Nowadays, Lining is different from Lenovo for changing the standard. Lenovo's bid changing is more based on the internationalization of business. In other words, it is the acquisition of IBMPC business.

Lining's position in the international market today can not be mentioned in the same breath.

Lining really wants to expand the market share and move towards the international market, and more efforts should be made from the internationalization of brand awareness.

Anyway, Lining is destined to succeed.

Because this is the success of consciousness. This is the success of the idea. This is the beginning of success, but it is not surpassed in details, but not perfect.

And the key is that by virtue of Lining's capital strength, it is a very, very bad LOGO to spend huge sums of money every day to spread, and finally will be accepted.

Is the old hat in the hat really so great? No, let him pick up a brand new district planning that can not afford to pay the rent and not enter the shopping mall. It's not necessarily better than a sales director! LV's LOGO design is good? NO, very ordinary, but because he has become a world luxury brand, you will feel it is perfect.