Laugh At Lining's &Nbsp &Nbsp; Firmly Believe In National Brand Strength.

　　 Lining Brand new logo and new slogan are released at Li Ning Co headquarters in Beijing. This is the initiative of the Li Ning Co in response to the 3 year layout of China's sporting goods industry, which is facing a comprehensive upgrading, market maturing and competition pattern evolution.

New standard to deepen the core of sports

The classic logo will have a new product line.

Lining brand new logo has little change compared with the logo that has been used for 20 years, and inherited the classic LN's visual assets, with Chinese characters. people "To highlight the Chinese brand, it also abstracts the pommel horse" Lining crossover "named by Lining to convey the innovative spirit of Lining and Lining brand. New brand The slogan is "Make The Change" (let change happen). If the brand slogan "Anything is Possible" (all possible) is to encourage people to "dare to think", the slogan launched this time is to inspire everyone to "dare to be".

The launch of the new logo and slogan does not mean that the original logo is withdrawn. Zhang Zhiyong, chief executive of Li Ning Co, said: "we call the original logo the classic logo, and we will launch the corresponding product in the future."

The classic logo is coexisting with new logo, which is connected with the international brand Adidas. Clover Like the three parallel lines, the image changes and the brand genes remain unchanged, so that the brand can add value while continuing the history.

Coping with change and remodeling brand

Lining wants to compete with international brands.

From 2006 to 2007, the Li Ning Co Market Research Report showed that the overall consumption of Lining brand was larger than that of target group. Meanwhile, young consumers' feeling of "fashion" and "international sense" of the brand were slightly less than that of international brands. This prompted Lining to launch the brand remodeling project in May 2007. After the brand is rebuilt, Lining brand will formally compete in the first tier cities with Nike and other international brands. In 2009, Lining brand had surpassed Adidas in Chinese market.

Zhang Zhiyong, chief executive of Li Ning Co, said there will be world-class China in the next 10 years. brand And not only one, Li Ning Co wants to be the NO.1. According to the US Market Research Institute SGI sports goods information in 2007, the Li Ning Co ranked the fourth in the world's comprehensive sports brand, according to the market value ranking launched by the global sporting goods company. However, from the data of sales volume, it is difficult for Lining to compete with international brands.

International preparatory stage

Still playing the main role in Chinese market

In 2004, Lining After listing on the Hongkong stock exchange, the company plans the new development target of the company. It puts forward the international preparation stage from 2009 to 2013 and the comprehensive internationalization stage from 2014 to 2018. Zhang Zhiyong said that before 2013, Li Ning Co's "sole" market was China. At present, the layout in the Southeast Asian market and the US market is more tentacles, and reserves talents for the full international market. In addition to the R & D center in the US and the R & D center in Hongkong, Portland, the Li Ning Co's shoe product system has also hired foreign general managers.

"First build international brands, and then expand the international market." Zhang Zhiyong said. He believes that before going out, we must first form our core competitiveness in product innovation and brand building. In addition to the 4 major new product lines for the brand, such as the top tier equipment set for professional athletes, Li Ning Co has now set its sights on the 2012 London Olympic Games. Product development has begun, and hopes to open up the way for all-round internationalization after 2013.