Lining Brand Reinventing &Nbsp; Who Will Be Suitable For Its Spokesperson?

September 4th, August 25, 2010

At the same time, Lining launched a large-scale brand.

How to see Lining's China Super Adidas?

Let's start with Lining's China Daily.

In fact, the 2009 full year financial report shows that Li Ning Co Ltd revenue has exceeded 8 billion yuan, to 8 billion 387 million yuan, which has surpassed the sales volume of Adidas Greater China and is comparable to that of Nike Greater China.

This shows that Lining played a role in sponsoring the strategy of Beijing 2008 Olympic Games. In addition, Lining increased the pace of opening the two or three tier cities, which greatly increased the sales revenue of Lining.

Although sales revenue surpassed the sales in Adidas Greater China, Lining still has a certain gap with Adidas and Nike in terms of brand recognition, especially the high-end crowd.

You can also feel this point through the unit price of Lining products.

But being able to surpass Adidas in China has also fully demonstrated the absolute superiority of Lining's brand localization.

Replacing new Logo and slogans is a way to internationalize.

I think it is the right time to replace the new Logo and brand slogans.

First of all, for Lining's Logo, many people think that it is somewhat similar to Nike's "check mark", which makes people feel that Lining has the suspicion of plagiarism and imitation.

Moreover, Anyting is possible has the same meaning as Adidas's Nothing is impossible.

In the early days of Lining's development 20 years ago, in the face of Nike and Adidas's heavyweight rivals, it was understandable to follow the strategy.

Now Lining is already on sale with Adidas and Nike, and it's time to change the brand logo.

The new brand shows more Lining's own characteristics, and Make the change also makes Lining brand feel more youthful, fashionable and dynamic.

At the same time, after the 90s, the launch of "post-90s Lining" was because Lining realized that 90% of the sports wear became the main consumer group.

This time, targeted advertising strategies can work quickly.

In fact, replacing the brand Logo and slogans is for the purpose of coping with the changes of consumer groups, but in fact it should be the beginning of Lining's layout internationalization.

Because only a more independent and more distinctive brand can quickly establish its brand in the international market.

Moreover, Lining has set 2009 to 2013 as the preparatory stage for Lining to enter the world of internationalization, so the deeper reason for the replacement of brand Logo is to enter internationalization.

Lining is invited to speak for sports superstars.

The biggest problem facing Lining is how to get high-end users.

Only by fully entering the high-end user market, Li Ningcai can sit on the top brand of Chinese sportswear, so that the price of the product will be as high as that of its competitors, so that a higher profit margin can be obtained.

How to do it? Shaping an international brand image is the key.

I checked. Lining is also preparing to set Lining's international preparatory stage from 2009 to 2013.

Building an international brand can enhance Lining's domestic brand influence, which is also the ultimate goal of Lining's brand remolding.

The author suggests that Lining adopt the way of sports superstars to interpret Lining's new brand.

In particular, basketball players, soccer players and track stars are the best spokesmen.

The success of Nike sneakers is due to the endorsement of Michael Jordan, which makes Nike occupy the 90% basketball shoe market in the United States.

If only the Logo and brand slogans are changed, and no iconic figure will spread the new brand and slogan, it will hinder the speed of reshaping the brand.

Who is the best spokesperson? Readers can talk about their own views.