Has Lining Touched The Ceiling? Or Will Face Brand Innovation

Electronic Commerce

Director Lin Lin has left.

The news has been confirmed by Li Ning Co.

Analysis of the industry, Lining

Even some people have questioned, at present, the sports industry has increased the number of outlets to increase the performance of the industry has reached the ceiling.

However, what channel strategy and brand strategy should be used to maintain the booming industry of sports goods brand?

Has Lining touched the ceiling?

Reporter: as an industry person, how do you view the current situation of Lining brand?

Bi Xiaojun: as we all know, the longer the brand is, the more valuable it is. However, brand positioning and publicity are either leading the trend or following the trend. It is not a completely changing positioning. Lining's old brand is the idea of winning glory for the country and revitalizing the nation.

And now, inject new ideas, or to do so on this basis, can not be divorced from, for example, to emphasize the people-oriented, from the needs of young groups, to extend the value of the old brand.

Lining's brand is closely related to China's Olympic strategy and has strong characteristics of the times and nationality. This is the core issue that restricts its development at this stage.

For the Chinese market, Lining must remold the existing brand connotation and carry out the extension of the market environment to rebuild the brand image.

But these two years of brand innovation are basically self talk, which is hard to arouse consumers' sympathy.

Zhang Yongheng: Lining has been poking the ceiling, this is their biggest contribution to Chinese sports clothing brand.

In general, we define brand value so that consumers can buy products from the money of product value. From mass sports products, the profit margin is brand value, which can be measured.

Lining has been trying to divide personal brand from company brand in the past few years. Before Lining was appointed chairman by New Energy Company's quick energy saving, it should be his move.

But for the Li Ning Co, a star symbol is needed to make up for Lining's huge aura, especially after the Olympic attention of the world.

Now the sports brand, the "fashion sense" is more than the "sports effect". Lining also said that organizational restructuring is being carried out, including sports category planning, business area division, product development and design, all of which have been systematically upgraded.

Learn from Lining

Expanding industrial coverage

Reporter: what do you think is the reason for the resignation of Lining executives? Are they inspiring other brands in the sporting goods industry?

Cao Fanghua: I think this has something to do with the many major adjustments made by Li Ning Co in 2010.

Last year, Li Ning Co announced that the sales organization was changed from headquarters control to three large areas (North, East and South), and each district was responsible for the marketing and distribution of its own region.

In fact, Lining's management is very professional, very good at using data to speak, all marketing programs are user survey user market data to speak.

Even now, the decision made three years ago is not wrong, but the actual result is not satisfactory. How do we say it? This is not the process of increasing the value added. Buying or buying is not good or bad if you evaluate the product or brand.

Reporter: in fact, Lining has been preparing for the internationalization process. From its strategic strategy, we can see clearly, what are the advantages of Lining's practice for the local sporting goods brand in Jinjiang?

Cao Fanghua: at present, more than about 8000000000 of Lining's revenue comes from the Chinese market. In addition to signing a large number of international brands and opening a store in Nike's R & D base, Lining has been looking for an innovative path in international expansion.

In the past two years, in the process of internationalization of Lining's brand, Lining gave her own clear positioning -- the high-end sports goods brand, and bought a happy road in the high-end market. It also knew that Lining's own brand was also unable to lower its price and fight the market with the low-end sports brand. The downward extension was made by the ZDO brand, which is the template way of Lining brand lengthways extension.

And horizontal strategy development, such as the extension from Kaisheng and Hong double happiness, and Anta's approach is almost the same. In brand Pyramid, it has FILA, and through other ways to expand the coverage of the entire sports industry.

Therefore, the sporting goods brand can draw lessons from Lining and Anta practices, and develop the sports industry coverage and occupy more market share through horizontal and vertical development.