Lining Change Bid: Win In The Future

August 2nd hearing Lining The new logo and new advertising slogans chosen by the company were officially announced in June 30th this year. brand The prelude to renewal and reshape. The new brand proposition has ended an internal debate of Li Ning Co since 2003: whether it is more professional or more fashionable? It also reflects the core brand connotation of the company that Lining gives him: the spirit of sportsmen, that is, return to professional sports itself.

Lining Bid change It sold more than last year. Adidas To retake the implementation of the domestic sales runner up, and before that, the swing of the brand strategy made Lining miss the opportunity of development, and her Chinese market share was surpassed by Nike and Adidas. In the past, most of Lining's growth was Nike and adidt gave up the space of shoes less than 500 yuan, and now Nike and Adi plan to launch 300 yuan shoes. Besides, Anta and PEAK brands of Jinjiang continue to pull up, leaving less room for Lining. Lining can be described as a fierce tiger blocking the road, followed by a wolf catch-up.

Lining's brand core consumer is a 30-40 year old crowd. The main core area of the market is two or three line cities. In the first tier and super large cities, Nike and Adidas are basically the world. But the 20-30 year old consumers have the influence of Nike and ADI. In the two or three tier market, the Jinjiang brand of Anta, PEAK and 361 are more competitive. It is necessary to cut into the front-line market and fight for young consumers to win the future. This is the fundamental significance of Lining's bid change.

On the other hand, Lining's sales growth in the past, like domestic brands, was more dependent on intensive distribution and channel growth, and was dependent on extension and expansion. Lining has 8000 stores, which sold 8 billion 300 million last year, with a profit of only 945 million. Far behind the sales profit ratio of domestic counterparts, Lining has to work hard to excavate the intrinsic value of the brand, enhance the sales value through the brand value, and achieve higher profit rate. This is not only a reasonable choice for competitors but also for shareholders. Only by remolding the brand and gaining higher brand identity and value can Lining gain more shares in the first tier cities and mega cities dominated by international brands, and block the price of Jinjiang Legion and market forces and nibble.

From the management point of view, Lining's replacement is a change from the growth of the channel to the growth of intrinsic value. More importantly, an inevitable choice for Lining is to move towards the international market. For consumers in the international market, the so-called national sentiment often evolves into its resistance to progress and development. Consumers in the international market will never pay a long fee for copycat Nike and ADI. It is even impossible to pay for the premium of a brand product lacking unique personality, temperament, identity and association. The emotional brand shaping and design factors of clothing brand products are more magnetic than pure price. In the past, Lining's failure to succeed in the domestic market will fail in the international market. Respect for the inherent rules of the international market brand and the factors of consumer demand can make the brand succeed in the international market. Lining's replacement is not only facing the current domestic market, but also preparing for the next step into the international market.

The future significance of Lining's replacement is greater than that of the current reality. It is obviously lack of development vision to evaluate its effect with the current or past perspective. Just like its advertising slogan "Make, the, change", only change can have hope.