Lining Changed The Bid To Please "After 90" Injury "After 70", "After 80"

August 2nd, sports brand Lining The "brand remodeling plan" has been gone for a whole month. It has been used for many years to bid farewell to the era of Lining's classic, which is called "Lining's cross action". LOGO It will become a new symbol of Lining brand, and the original slogan "anything is possible" is also more. Internationalization The "MakeTheChange" is replaced. However, the reshaping behavior has not gained full applause. The criticism of the new LOGO "second rate" and the new advertisement "purposeful problems" is endless.

The new LOGO was approved "backwards".

Reporters in Lining's official website and official mall saw that the new logo was placed prominently. Although the Li Ning Co said that the original logo and the slogan "anything is possible" will remain, and will continue to be used as a production line, Lining's new LOGO appearance has been criticized like tide. "If we throw away the strategic significance of changing the label to the brand, from the perspective of logo design, Lining will fail to change the label." An insider commented.

Compared with the mild expression of the advertisers, the evaluation of netizens is more spicy and direct. "Like a logo of a second class brand", "not surpassing the LOGO in front is a retrogression." Many netizens believe that Lining's new LOGO "Shanzhai" used to be pirated by Lining. "I recently bought a Lining, was told that LOGO had changed, and even more depressed was buying a piece back and still being mistaken for piracy."

Pleasing the "post-90s" injured the "70 after" and "after 80"

At the same time, the new slogan of "MakeTheChange" is generally considered inferior to "everything is possible" atmosphere.

In order to cooperate with the "brand remodeling plan", Li Ning Co has chosen to broadcast advertisements with the theme of "post-90s" frequently in various media, so as to approach young consumers. In recent years, the overall age of users has been troubling Lining.

However, after giving all the compliments to the "post-90s", Li Ningxin's advertisement fell into the dilemma of "overcorrecting". At the same time, it also led to the loss of "70 after" and "80 after" consumers. Many people therefore claimed to boycott Lining. "It is understandable that Lining launched a series of products with the theme of" post-90s Lining ", but as a brand advertisement, there is something wrong. Brand management expert Cui Hongbo told reporters.

Expert evaluation: domestic brand is still a big step forward.

In Cui Hongbo's view, Lining's "brand remodeling plan" has been questioned with the lack of clarity in the core strategy of Lining brand team. "The new logo is designed by a Chinese designer, and the new advertising idea comes from an advertising company", which makes Lining's "brand remodeling plan" style extremely inconsistent.

Nevertheless, in the industry view, Lining's "brand remodeling plan" is a major progress in domestic brands. "Follow LOGO, imitate Nike, and follow the slogan. Adidas After that, Lining finally chose to plan for the brand in a strategically advantageous position. spread It is a "big step in consciousness and idea".

The new LOGO question is only imperfect in detail. "Relying on Lining's capital strength, it is to put a very bad LOGO every day to spend huge sums of money to spread, and finally will be accepted."