Shaping The International Brand &Nbsp; Lining Lost The Status Of "National Treasure".

2011 New Year, for

Affected by the drop in orders in the second quarter of 2011, Lining's share price dropped nearly 16% in December 20th last year, and its market value evaporated more than 35 billion Hong Kong dollars a day.

The big brokerages have been bad mouthing Lining, triggering the recent collapse of Lining's share price and the selling of the institution.

Goldman Sachs pointed out that Lining faced two risks: brand risk and sales channel risk.

In fact, Lining's argument has started since the second half of 2010. Is the deterioration of the external market leading to the decline or is there a problem with its own operation?

Be overtaken by "Jinjiang Gang"

Lining used to be the "national treasure" brand in the eyes of a generation of Chinese. Lining gained the unprecedented recognition and admiration of the Chinese people and became a part of Chinese sports culture and history.

However, due to insufficient strength in early product development and design, it entered China.

Anta, XTEP and other brands led by the Jinjiang Gang, with the image of the Shanzhai, low price and many years of deep ploughing two or three, four line market channel advantages, overnight rise, erecting countless "gold sign" to the whole country, as if the formation of Lining's resistance to the situation.

For this reason, Lining has launched the strategy of "brand internationalization and market localization", trying to distinguish other local brands with the image of international brands.

2008 on the eve of the Olympic Games, Lining launched the "flying armour" basketball shoes, which won the "IFChina2006 Industrial Design Grand Prix" textile and Fashion Awards of industry Oscar, and launched a series of functions and products of a series of Oriental elements such as "Lining bow" shock absorbing technology sports shoes and so on. At the same time, they won the Spanish and Swedish Olympic committees and athletes and sports teams, becoming the first Chinese sporting goods brand to sponsor foreign Olympic teams.

While actively shaping the international image, Lining virtually surrendered the advantages of "private capital brand" to domestic competitors.

Anta took advantage of it and called out the "champion backbone" made in China. The intention of scheming for the first brand in China was clear, and won the domestic sports resources such as CBA, CUBA, China Volleyball League and so on.

31st degree, PEAK and Hongxing Erke are also competing for local resources.

Although Lining still firmly controls gymnastics, table tennis and shooting these heavy sports camps, it is hard to pull away from other local brands.

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Hanging in the middle of internationalization

At the time when the domestic foundation was unstable, Lining changed his Logo in June 2010, but he made a more determined international goal: 2014--2018 became the top five in the world sports brand and the first place in the Chinese sports brand.

Is this a wise move?

Beginning in 2009, Lining bought the first brand of Chinese Badminton equipment, Kaisheng, and seized the "only designated equipment" rights of the Chinese badminton team from Yonex, trying to overpower Yonex in one fell swoop.

In addition, although Lining worked hard in gymnastics and table tennis, and became the largest shareholder of red double happiness, he had not been able to establish a comprehensive and significant advantage in the field of apparatus and equipment.

Lining also signed the Norway javelin world champion Andreas Thohir Andersson, launched endorsement ads, but these track and field resources compared with the first-line international brands, still a drop in the bucket.

Whether it's badminton, track and field, gymnastics or table tennis, Lining's field of layout is not a strong global sports asset. Nike, Adidas, Puma and other first-line brands have long allocated the limited international resources with abundant financial resources, leaving the space for Lining's brand image internationalization to be very limited.

Internationalization has not yet been successful. In the domestic market, Lining's channel is already in jeopardy.

After the two or three line city was captured, the Jinjiang Gang sought to encircle the city. As of June last year, Anta had opened 353 stores in Shanghai and Beijing. Compared to more than 1300 stores in Lining, the gap between them is narrowing.

Nike, which has long been coveted by a huge three or four line city, has just announced that it will sink in the middle and low end products.

As a matter of fact, internationalization and local advantages have not been relied on at both ends, so that Lining has been in an awkward intercalated area and is actually in the middle.

Lining still has no chance to turn over and recover the lost land in one fell swoop? We might as well refer to several internationally recognized "national treasure brands" and analyze and compare them with the qualities they share together with Lining.

Convey the national cultural image.

Adidas stressed Germany's will and quality, Nike emphasized the freedom and dream of the United States.

But Lining emphasized internationalization, but did not highlight the value and culture of national brand positioning.

Export philosophy of sports.

Nike sells not shoes, but sportsmanship and belief, so as to achieve the core purpose of brand marketing.

Although Lining shouted the slogan of "makeitchange" after changing the label, there were few concrete behaviors in helping athletes to achieve their dreams and achieve their dreams. This revealed that Li Ning Co had not yet formed a systematic brand culture system and principles.

Promote sports development.

Comparing Adidas's contribution to athletics and its contribution to the Olympic Games, Nike's contribution to basketball and basketball culture, and Canterbury's outstanding contribution to rugby, all of these foreign brands have made important contributions to the development of some modern sports events and become important brand assets.

Lining has accumulated in badminton, gymnastics, diving and other projects, but it needs to form an overwhelming advantage in these projects.

Technological breakthrough, product innovation.

Take the UnderArmour, a sports equipment brand created by a rugby player in the US, as an example. The fabric of the brand takes the sweat absorbent polyester yarn as the material, creating the trend of sports equipment. In the segmented market, its brand is overshadowed by Nike and Adidas.

Lining still needs to get rid of the research and development way of cottage technology. In the future, we should avoid the areas where big players are good at forging, and use the unique breakthrough technology and products to shape the core competitiveness of the future.

Carrying the classics of historical memory.

The peak moments of sports are often included in the annals of sports brands.

For example, Jordan and Nike, German football and Adidas.

After losing the opportunity of Olympic cooperation partners, Lining should pay attention to the contention and control of sports brands at home and abroad for high-end sports resources, including athletes, sports team resources and sports resources, and so on.

Unique brand design language.

Mature brand is bound to form its own unique style of brand design language, with strong identifiability.

The author thinks that from the new logo of Li Ning Co, the four oriental characteristics of DNA which are sensitive, balanced, flexible and precise need to be highlighted by representative products and enhance consumer identification.

For example, the dragon clothing of the 2000 Sydney Olympic Games can be called Lining's classic with Chinese characteristics.

These accumulated assets should not be abandoned and need to be perfected to form their own ideas and styles.