Lining's Urgent Need To Reshape Brands

On the afternoon of June 30th, Lining The company announced its brand remolding strategy in a high-profile manner, issued new logo and slogans, and adjusted the brand DNA, target groups, product positioning, and so on, so as to create "Lining after 90". The Li Ning Co's new slogan is "MakeTheChange". The brand new logo abstracts Lining's original "Lining cross" action. In April 28, 2003, Lenovo formally changed the old logo legend to Lenovo and held a press conference on the Internet.

Lenovo was a replacement company. brand The most successful company was Lenovo's brand structure at that time, which was more chaotic. By changing the logo, it unified the brand positioning and brand connotation and redesigned the brand structure. After 7 years, Lining obviously hoped to rebuild the brand structure through this. Whether Lining can succeed in repositioning the brand will be related to the survival of Lining brand.

Lenovo:

In fact, the senior Lenovo has known since 2001. Brand identification No change. In May 2002, the brand switching group was established, and Yang Yuanqing served as head of the group. Internally, five alternative switching schemes were provided, but in subsequent queries, four of them were registered in different countries. The logo finally fell on the word Lenovo. Lenovo is made up of Le and novo - Le takes the prefix of Legend, and novo means innovation in Latin. Yang Yuanqing hopes that Lenovo will create its own name all over the world.

With the switch of brand identity, in Yang Yuanqing's eyes, today's Lenovo is taking third steps. In this way he combs the development of Lenovo development: "the trade route before 1990s"; from 1990 to 2000, we strive to create our own brand, and kill a blood trail in the contest with international brands; the 10 year goal of the company from 2001 to 2010 is to reach the scale of 10 billion dollars. With the heaviness and glory given by the outside world, today's Lenovo is once again at the crossroads of transformation.

Yang Yuanqing stressed: "among the top 500 in the world, if we only do PC business, it is obviously not enough. We must diversify in the field of IT. We divide our business into three big circles -- information terminal products, backstage products that provide infrastructure for the network and IT services. Obviously, Lenovo needs a wider runway to accommodate these complex products and services, which is a more reasonable brand structure.

Through years of accumulation, although Lenovo has achieved more than 90% popularity in the Chinese market, it has seen a strange phenomenon in recent years, and the cost of marketing has been increasing year by year. In the eyes of customers, the image of Lenovo is actually mixed up.

In order to get out of the "brand dilemma", Lenovo commissioned Hongkong brand management consultant FutureBrand to conduct in-depth research on brand issues for more than two years. The brand management consultant has interviewed 2800 consumers, over 700 business customers, and conducted 6 interviews in 5 overseas countries. Li Lan, general manager and assistant president of Lenovo brand promotion department, said: "the survey found that Lenovo's past brand connotation is not clear enough, and its image is not uniform. For example, when you ask what Lenovo brand represents, there are a lot of answers. Secondly, there is no unified brand strategy guidance, and marketing resources are not utilized efficiently; third, the structure is chaotic, Lenovo has more than 40 brands, and there is a lack of overall structure.

In this regard, Lenovo commissioned research companies to select a set of characteristics according to a rule to see which features are closer to Lenovo or closer to consumers' perceptions of Lenovo. Then, according to a complex calculation of a sorting score, the four top characteristics of Lenovo brand are obtained: good quality, professional service, honor, integrity and innovation.

The connotation of brand is far from enough. In order to solve the problem of confusion in the brand structure, Yang Yuanqing decided to adopt a single brand structure in various options. First, we must have a main brand Lenovo Lenovo, which has different business groups to support the main brand. If we adopt some sub brands for some technologies and services, then we will also use product sequences and product names under the sub brand, and adopt what kind of specification at each level will be more efficient.

Lining:

Why does the survey report show that Lining's consumers are older? Why do children in second tier cities like Nike Adidas? Because from the price range, Lining has little advantage with the international first-line brand, but the brand influence is far away. Consumers in the two or three line and below are occupied by affordable, practical products like 361, PEAK and Anta. Therefore, Lining must compete for young consumers to rely on accurate brand strategy and product positioning and development. Otherwise, the purpose of changing the bid for young consumers can only be a castle in the air.

"We hope that through this adjustment, we will become the NO.1 of the Chinese market." Zhang Zhiyong, chief executive of Li Ning Co, expressed the hope that this brand remodeling will boost Lining's brand into a world-class brand in China. He said that in this brand remodeling plan, Li Ning Co will identify 80 and post-90 young sports fans as the core target group. "We believe that the new generation of inventor has emerged, which is the reason for our change." Zhang Zhiyong said that if Lining wanted to get the identity of the new era, he would become more keen, fresh, more dynamic and more personal.

Consumer survey data show that the aging of Lining brand is serious, and the overall age of consumers is too large. The population aged 35~40 is more than 50%. Moreover, more than half of the company's revenue comes from the two or three tier market, often seen in the eyes of young consumers. Lining's brand is not as cool as international brands, nor is it fashionable enough. Another survey shows that in the future consumer groups, consumers aged 19~24 years old have higher consumption demand and purchasing power for sportswear. Therefore, to win the future, we must win the new generation of consumers.

Zhang Zhiyong said that over the years, Lining has always regarded Nike and Adidas as the two biggest competitors. The reshaping of the brand is also expected to increase the competitiveness of these two international brands in China's super large cities and first tier cities.

　　 Editor's comment: along with the development of economy and the fluctuation of domestic and foreign economy today, it directly affects the global textile enterprises and shoe enterprises. It also means that many domestic brands will face the process of reshuffling. Lining once again walked in the front, looking for Lenovo's mode, opening up a new way, and leading Lining to participate in the international sports leisure brand war.