Li Ning'S "Post-90S" Advertising Creativity Optimizes The Brand'S Own Value

On October 26, Li Ning "90 advertising" originality Hold on gym shoes The elements of clothing market competition determine the basic value chain of cost and value-added, adjust and optimize the value of Li Ning brand strategically, and keep the right balance between decisive attack and calm self-control.

It's not that I like to be different,

I just don't agree with the same thing.

Don't always compare me with others,

I only care about fighting with myself inch by inch.

The way you arranged for me,

It always makes me lost,

You can't find a new continent along the old map.

　　……

This is the true portrayal of "post-90s" Li Ning. This is also the first time that Li Ning company makes an appearance in front of consumers in such a way of publicity and creativity after changing its bid.

Everything is difficult at the beginning, but once the beginning is done, the subsequent work is often carried out smoothly. The same is true of advertising creativity. If there is no breakthrough in the appeal strategy in the early stage, it will be very difficult to innovate the later forms of expression.

Just as Mitchell J. Wolfe, a famous media creative man, said: creative advertising that produces good psychological experience can also be regarded as a spiritual giving to consumers, so consumers are willing to pay for this kind of advertising. The commercial value of the advertisement can only be realized when the creativity is fully disseminated through the media, experienced by consumers, satisfied and generated value. So, where is the value symbol of Li Ning's "post-90s" advertising creativity

1. Personality display

Leo Boehner, the flagman of the "creative revolution period" in the United States, thinks: "every commodity has a dramatic side. Our top priority is to find out the above features for our products, and then make them dramatize into heroes in advertisements He believes that "the most important task of advertising creativity is to discover and use it (dramatistically) and to find out about the magic power that goods can make people interested".

As for the new advertisement of Li Ning, Li Ning must develop its own personality at present. Only with the personality can it be truly remembered by consumers and go to the world more effectively. Because "excellent, from the original color", and on this basis to achieve from the middle and high income to the public marketing strategy conversion. " Therefore, it fully takes the creative requirements of self expression and striving for individuality as the center to grasp and display the characteristics of post-90s young people who are active and good at self-expression. {page_ break}

2. Wonderful concept

Several stages of Li Ning's advertising creativity can be clearly seen from his advertising slogans. Every change of slogans is like a watershed, marking the shift of Li Ning's strategic focus. At the beginning of the 1990s, Li Ning's product quality was not lacking, but Li Ning's product quality did not seem to be lacking;

"Leave the best to yourself" is a progress. It and Li Ning's graceful gymnastics on the car still remain in people's minds. Li Ning's humanistic care is the key to its acceptance of the world.

In this new advertisement, we can see Li Ning's advertising creativity and core concept transformation from the perspective of internationalization strategy. The star effect of lindane, Isinbayeva, Barron Davis, etc., the simple and infectious language, the parallel bar movements full of power and aesthetic feeling are in line with the concept of "post-90s" - I exercise, I am self willed, I am independent, I believe in myself!

Integration and innovation

After the main direction of "post-90s" is determined, Li Ning will reflect the advertising strategy according to the specific creative elements and advertising film structure. In this link, Li Ning once again showed a unique creativity. This advertisement has two main clues: one is the plot clue, the other is the music clue.

In the plot of the advertisement, the advertisement expresses the theme of "never be innovative, but keep pace with the times" through the voice and body movements of the younger generation. The process is vivid, impassioned and tense, and relaxed and pleasant.

No matter what kind of music is difficult to express in music, you need to start from music again

4. Mind activation

In real life, the "post-90s" are naturally active and passionate, and unconsciously continue and develop the enthusiasm of the main consumers of Li Ning brand. Although not everyone will buy it, at least, through this alternative communication, the negative impact of the main consumer groups is weakening, and even rarely appears.

From this level, Li Ning's "post-90s" advertising creativity has undoubtedly moved the hearts of the target consumers through the media. Although they were rebellious or even disdainful at the beginning, in the end, these are the breakthrough points for the "post-90s" to express their views and attitudes, and the coincidence point of their values, which can arouse their resonance. After countless times of not seeking "innovation", the group's view has become critical and positive. In other words, it is only through the new topic, that is, the creation of new value, that is, the creation of new value through the Internet.

It is self-evident that the sportswear market is like a winding road, and the advertising creativity is like a car driving on this road. If the car can not change its direction in time with the development trend of the road, but move forward arbitrarily and aimlessly, it will gradually be far away from the market and consumers. When the advertising creativity in line with the times spreads through a strong utilitarian and clear economic purpose, it will try to tell consumers some information about the goods in a certain way, so the quality and quantity of the communication content itself will affect the communication effect.

In this regard, Li Ning's "90 advertising" creativity has just grasped the constituent elements of sports shoes and clothing market competition, determined the basic value chain of cost and value-added, adjusted and optimized the value of Li Ning brand strategically, and maintained a proper balance between decisive attack and calm self-control.