Lining Changed Logo And Lenovo Logo For International Road.

July 22nd hearing

Introduction: April 28, 2003,

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.

Lining: since the establishment of the company in 1990, the Li Ning Co has developed rapidly at an annual rate of over 50%, and its sales volume has reached 650 million yuan in sixth years.

In this way, the 1 billion target seemed to be within reach, but the rapid growth stopped abruptly in 1997.

This year, the Southeast Asian financial crisis broke out and spread to the Chinese market.

What is even worse is that in the year before 1996, China's macroeconomic success achieved a soft landing and entered a 10 year cycle with high growth and low prices.

A major impact of this cycle is the decline in the purchasing power of the team. Sales of Lining, a group whose main channel of sale is bought, has been greatly reduced, and the sales performance of the profitable group has been overshadowed.

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 should seek the impetus of the company from the international market.

"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.