Discussion On The Strategy Of Clothing Single Product Dissemination From "90 After Lining"

In June last year, Li Ning Co rebuilt its brand. In the two quarter of this year, the average retail price of Lining's clothing and footwear products increased by 8%, and the number of orders decreased by more than 7% and 8% respectively. The total volume of orders in 2010 increased by 22%, and the total amount of orders decreased by about 6% compared to the same period in June.

The amount of orders that are too low and the large number of brokerages sing empty.

First, do not attempt to change the inherent brand awareness of consumers.

The essence of the word "Lining" is "the collective impression of the founder and Lining as the core and the enterprise and product as the extension".

Lining, who passed through the peak of life in 1984 and the curtain call of 1988, dramatize the reality and dramatize reality. The two characters of "Lining" have the epic brand charm, and they are deeply imprinted after the 70 and the post-80s youth.

As a professional sportswear provider who sells the stars and sells dreams, the target customers of Li Ning Co should be targeted at the 13-26 year old "post-90s". Therefore, Li Ning Co put forward the positioning of "post-90s Lining", but for consumers, the inherent temperament of Li Ningpin and the difference in the character of "post-90s" are too different: "Lining" is the spiritual idol of the 70 post-80s generation. It is the symbol of "optimism, perseverance, fighting spirit and high spirited passion".

It can be imagined: when the "90s" met "Lining after 90", the inherent brand recognition would make the 90's shrug and run away; but after "70 after 80", they would feel completely betrayed and abandoned by Lining.

Lining enterprise's biggest core resource is not the annual income growth rate of more than 20% and nearly 1 billion profit, not 7900 retail stores and nearly 10 billion annual income, but Lining's personal brand wide popularity and high reputation.

Consumers buying Lining is actually paying for Lining's spirit instead of paying for the "post-90s Lining". The core task of Li Ning Co is to maintain and manage the brand of Lining instead of repeatedly shouting about the "post-90s Lining". The personality and charm of Lining, the prince of gymnastics, form the core value and ultimate separation of Li Ning Co and its products, solidify the core and sustainable competitive advantage of Lining enterprises, and become the USP that Nike, Adidas and PEAK can never copy and catch up with.

Marketing practice proves that: first, consumers only accept things that are consistent with the original knowledge and experience. The concept of "post-90s Lining" conflicts with the inherent brand cognition of consumers. It is difficult to cause rational identification and emotional resonance, and the effect of communication will be greatly reduced. Two, advertising that attempts to change consumer cognition is half done or even fruitless.

The only outcome of "post-90s Lining" is the disapproval of the post-90s generation and the injury after 70.

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Two, brand positioning must be implemented at the level of product innovation.

Brand communication emphasizes the combination of virtual and real.

Virtual positioning refers to product innovation.

There is nothingness and reality is hard to endure.

In 80s, Nike suddenly appeared in the United States. In addition to Michael Jordan's propaganda, Nike's unique air cushion basketball shoes can be regarded as a real star in the whole basketball field, helping Nike become one of the largest sporting goods companies in the world. In 2003, Adidas and Japanese designer Yamamoto Teruji worked together to develop Y-3 series products. In 2008, Nike launched the first nikesportswear campaign to weaken movement and emphasize artistic sense and modern sense. All product innovations closely echo their brand positioning.

In the 2006-2008 years, China's trend is to embody the orientation of sports, fashion, sexuality and taste. While retaining the connotation of sports, it strivingly integrates into the elements of fashion and leisure, gives kappa's logo and striking colors, and finally achieves brilliant achievements of 96.7% annual sales revenue growth and 111.3% profit growth.

From "90 after Lining" to talk about single product communication strategy.

The author believes that accurate brand positioning is only the first step in brand communication, and product support at the micro level is very important.

Nike has independent product strategies in the design of terminal materials and products for each district to cater to the different cognition of the Nike brand in different areas. But after announcing the brand remolding, Lining did not carry out targeted research and development of his product line.

Li Ning Co coo Guo Jianxin said: "Lining hopes to make breakthroughs in fashion, but will never give up the leading edge in sports products professionalism".

Changing logo, changing a communication language, opening a press conference, is the so-called "brand reconstruction"? Brand building should be supported by systematic and meticulous product design.

For the "post-90s Lining", there should be at least a few unique products that are ingenious. With the help of celebrity endorsements, advertising campaigns and terminal promotions, a strong brand force can be formed.

Products are the basic elements of brand communication.

Even a successful company such as UNIQLO, once ignored the product, is extremely painful.

Ryui Masa, a $9 billion uniqo founder, said last year that a large amount of unwanted fashion clothing was produced, resulting in a backlog of raw materials that led to a shortage of raw materials, which led to a continuing decline in revenue of at least 25% since September last year, while Zara and h&m took the opportunity to kill the base of ununia, and now Zara has reached 63 in Japan and 10 in h&m.

UNIQLO is beset with difficulties both inside and outside.

Three, promotion mode should adhere to the principle of combining differentiation and coking.

The promotion mode is the key to sports apparel products. Under the premise of keeping the brand positioning and product innovation consistent, the promotion mode must pursue the combination of differentiation and coking at the same time: differentiation ensures product survival, while coking ensures that the product can finally shape the finished product brand, and the two principles are unified in the whole promotional activities.

The choice of promotion mode requires enterprises to carefully analyze their resources and integration capabilities, compare their competitors' strength, and then move on as needed.

Sports clothing brand is generally promoted by sports activities and star sponsorship.

For professional sports brands such as Nike, Adidas, Lining and PEAK, they adopt the "point to face" promotion method.

By sponsoring the Olympic Games, representatives and professional athletes, and then driving other professional athletes and amateur athletes, eventually the brand marketing power will be pmitted to the mass market; and, for example, kappa and other fashion sports brands, take the opposite "face to face" promotion mode, through entertainment marketing and fashion marketing, to attack the mass consumer market, and actively penetrate into the professional sports field.

According to statistics, in 2008, Lining's annual marketing expenses accounted for about 17% of the total sales, while kappa was only about 7%.

Two different ways of promotion determine the difference between the cost and sales ratio and the profit level.

The last step of promotion is advertising performance.

The TV advertisement differentiation of "post-90s Lining" is obviously weak. The new stars such as Lin Dan, Isinbayeva and O'neal are neither after 90, nor can they carry out more in-depth publicity combined with their characteristics. The entire advertising production is superficial. It seems that any other clothing brand can be applied directly.

The author believes that the marketing method of Lining enterprise should be the most typical star endorsement marketing: integrate the star's personal brand into the enterprise and product brand, and guide the purchase of consumers.

Lining's brand potential is abstracted, raised and fixed, combined with the emotional trend of 90's, and successfully joined to Lin Dan, Isinbayeva, O'neal and other new stars.

To achieve the effect of "originate from Lining and higher than Lining", Fang is the only way out for Lining's brand, and is also the basic way to finish the post-90s.

On the contrary, kappa is a typical example of differentiation and coking.

Differentiation does not compete with Nike, which is rich in money. It abandons the professional sports market and attacks the fashion sports market.

In the 2006 World Cup in Germany, the Chinese trend sponsored a dream boat team composed of Chinese celebrities.

Members of the dream boat team wearing kappa sportswear provide post game reviews in China's national TV programs after the end of each game. This strategy highlights the two main elements of "Sports" and "fashion" in kappa product mix and achieves better market effect. China Mobile also chooses brand concept to cooperate with its close international brands (such as Pepsi Cola, Citroen, etc.) for joint brand promotion activities, and also sponsors Huayi Brothers' movie stars, TV programs or hosts, so as to rapidly enhance kappa's brand awareness and reputation at low cost and high efficiency.