Lining's Brand Marketing Has Gone Faster.

April 22nd hearing Lining The brand changed, suddenly became somewhat unprofessional, and became somewhat unnatural. Today's Lining is somewhat more difficult to understand. Li Ning Co has developed rapidly since its successful listing in Hong Kong. Now it can be an international giant in the Greater China market. Adidas As an equal. The transcript is impeccable, but the Li Ning Co can't wait for it. In the rush of capital market success and instant benefits, Lining started a hasty brand remodeling. With the camouflage of international slogans, Lining chose to focus on the brand line of the young consumer group after 90, and launched a massive new brand promotion offensive with "90 Lining" as the brand, trying to gain more market share from the young consumer group to maintain sustained high growth. From the perspective of marketing, the Li Ning Co's market strategy is impeccable, but it seems to be lacking in strategy and improperly managed in the transformation of market strategy to brand strategy.

Developed by the name of a gymnastic Prince and world champion. brand After more than 20 years of promotion and training, the spirit of struggle and struggle has become the cultural symbol of the brand. "Struggle and struggle" as a brand spirit has been closely linked with Lining brand, and has also been firmly engraved in the hearts of brand followers. Regrettably, after 90, Lining did not strengthen the core brand spirit. Instead, he tried to weaken the national characteristics of Lining brand in order to cater for the fashionable new generation of 90. Choosing "post-90s" as the brand dominant language, subconsciously means abandoning the non 90's group, which is obviously lack of professional and extensive tactical arrangement. The post-90s planning is a short-sighted performance of the lack of deep insight into the essence of the brand. After 90 years of opening up, Lining has somehow formed a self invasion of Lining's brand image. Lining, who is now Lining after 90 years, what will be 10 years later? Will he become Lining after 00? The fact is, after the publication of Lining's 2010 year after 90 years, the annual sales growth of Li Ning Co is less than half of that of the previous year. Lining did not achieve the goal of effectively hitting the trendy clan after 90. At the same time, when the target impact is invalid, "90 after Lining" has alienated many loyal followers over 30 years old in the secret accident, because they are publicly ignored, because they are directly hinted: for Lining, you are already old! No rigorous thinking and repeated demonstration of the 90's Lining brand planning, to the group of old customers who once held up Lining brand but no longer young, is forming collective abandoning effect. Originally intended to strengthen the influence of Lining brand in the new generation, but the effect of new brand implementation is quite different, loyal to the brand old customer group is opposed to the brand itself unintentional extrusion. "New Lining" may be a reference plan. Why must we use the dazzling "90"? Worse still, it is not destined to remain young forever after 90. The internationalization of brands does not necessarily weaken the struggle and struggle, and struggle and struggle are also an international spirit. When a terminally ill athlete is dressed in Lining's costume, we won't feel any disharmony when NBA superstar Kobe Bryant steps to the finals of Lining shoes. There are many ways to enhance brand innovation through brand promotion. Today, Lenovo's successful acquisition of IBM's PC business and private enterprises' Geely's annexation of Volvo, a famous auto brand, today we need to re-examine and give enough confidence to our brand. After 90, Lining's overly straightforward appeals and poor imagination, together with the self binding brand strategy, resulted in short-sighted marketing planning cases, not only the Lining brand, but also the followers and Lining's generation who went through the ups and down with Lining brand.

Brand marketing is to win people's hearts. Perhaps, after 90, Lining did not touch the core essence of the brand marketing from beginning to end. Give up 90, win the hearts of people, hope Lining can fly higher and go further!