Can Lining Brand Move The Generation After 90?

June 30, 2010

A press conference was held to announce that Lining brand will be updated from brand logo to brand slogan.

According to relevant media reports in China, Lining changed his bid to seek international development.

The new brand slogan is "

It means "let change happen" and put forward the concept of Lining after 90, expecting to have an impact on young consumers.

Lining brand hopes to seize the inherent characteristics of young consumers and get a sense of cultural identity.

However, a year passed and it did not seem to have been developed as expected.

In the two quarter of this year, the average retail price of Lining's clothing and footwear products rose by only 8%, and the number of orders dropped by more than 7%. In addition, the low volume of orders and the large number of brokerages were singing empty, resulting in a sharp 15.80% decline in Lining's stock price in December 20th last year, creating the largest single day decline since 2004. The market value of the company's daily value evaporated more than 3 billion 500 million Hong Kong dollars, and the stock price has not changed much until today.

The embarrassment of Lining's brand development is not due to the downturn in the industry, but mainly due to brand positioning, communication and communication strategies.

Recently, many media have interviewed my views on this issue, and now I analyze them from the perspective of consumer psychology, so as to arouse more peer attention.

From the point of view of consumer psychology, brand positioning is not what you want to do for your product, but your effort to anticipate what consumers want to do and anticipate the minds of consumers.

To be specific, we must first consider the needs of target consumers.

With the help of consumer survey, we can understand the life form of the target object, and its purpose is to find out the brand interests that satisfy the needs of consumers.

The focus of positioning thinking should be shifted from product attributes to consumer interests.

Secondly, the interests of consumers stand on the consumer's standpoint, which is what consumers expect to get from the brand.

In addition to the interests of the product, there are psychological and symbolic interests as well.

Finally, brand positioning and branding are actually two sides. If brand is consumer cognition, positioning is the process of providing brand meaning to consumers.

In short, the correct brand positioning needs to be described by target consumers, consumer needs, brand interests, competitive opponents and brand characteristics.

Through brand positioning, brand characteristics are consistent with consumers' psychological needs in consistent form.

In marketing practice, brand positioning is to embody the spirit of the times, meet the needs of the target consumers and unique differentiation.

We should seize the hearts of consumers and meet the psychological needs of consumers.

Compared with the development of Lining brand, its brand positioning is not clear, especially what is the spirit of the brand age.

Lining's brand must seek international development, which is the only way for the development of a big brand.

From the perspective of successful international sporting goods brand building, the first thing to consider is how to build the brand spirit of the times, rather than let your products serve a specific group.

International brands such as ADI and Nike all emphasize the spirit of brand sports and develop their potential, not just for whom.

Remember that consumers' recognition of sporting goods brands is mainly their mental strength, not the product itself.

Because consumers know that what they have, ADI or Nike, is not produced in their original place, but owning it is the spirit.

Let's take a look at what spirit the Lining brand is playing. It doesn't seem obvious. What is the change of brand logo and slogan?

And what needs to be changed?

What changes and values can Lining bring to consumers?

Wait.

Over the past year, it is not difficult to understand the sales data and performance of the above-mentioned Lining products, because what is the essence of the brand may not really be recognized in Lining's brand building.

This is what managers should seriously consider.

How can we proceed accurately?

The first is the understanding and cognition of target consumers.

We all know that Lining's brand originated from the athlete's name, and athlete Lining passed through the peak of life in 1984 and the curtain call of 1988, which made Lining's two characters have the epic brand charm. This is mainly for the 60 generation and the 70 generation. It can be said that Lining is the spiritual idol after 60 and 70.

But when today's Li Ning Co targeted the target customers to be 13-23 years old, "90 generation", for consumers, the inherent spiritual connotation of Lining brand and the personality characteristics of "post-90s" are too great. Although Lining brand also made some articles on the spokesperson, when the "90s" met "Lining after 90", they would shrug off their shoulders for the post-90s who had long been living under the recognition of international brands. At the same time, the original "60 after 70" would feel that they were completely betrayed and abandoned by Lining.

This shows that managers' understanding of Lining's brand positioning is superficial.

Secondly, how to make the brand image represent the self and personality of the target consumers is the essence of brand positioning.

Only in this way can we communicate with consumers in depth.

Consumer psychology believes that the consumer self includes three basic types: the real self, the ideal self and the social self. At the same time, these three types of self are often in the interaction, constantly adjusting their self-concept and self-expression.

Advertising (media) has an important influence on consumers' self formation.

At present, consumer behavior is developing towards individuation and diversification. Consumers have a strong sense of self, trying to show their charm in one aspect through self display, hoping to show their unique personality and taste through brand merchandise consumption.

Although the gap between consumers' personality and personality is increasing, the relationship between brand and consumers' self and personality is the most important.

Research shows that if brand spirit or product image is in line with consumers' self-concept, consumers will positively evaluate or prefer to buy such goods.

In particular, there is a certain correlation between the consumer's self and the symbolic meaning (spirit) of the brand product.

When consumers choose their brand according to their needs, self and symbolic meanings, the brand will create an impression on consumers at the moment.

This brand represents me!

That is, the brand image is consistent with the self image.

Consumer personality also plays an important role in brand merchandise selection.

Consumers will choose their own brand according to their brand personality.

If you choose BMW consumers to pursue the pleasure of driving, choose Rolls-Royce consumers to show their social status and wealth.

Brand personality is also an important part of brand spirit. It is the result of the dissemination of brand characteristics and the perception of consumers on these bases.

If consumers think a brand is trendy or traditional, dynamic or dull, aggressive, publicity or conservative, solid evaluation and feeling is the best embodiment of brand personality.

Lining's brand personality has improved compared with the past, but there is still a big gap between the personality traits and the pursuit of post-90s personality.

Because after 90 people do not know what Lining's brand personality is.

In China today, especially for the post-90s, Lining may be known as a great athlete. People seldom know Lining's brand spirit and brand personality.

That is to say, is Lining's brand personality and image suitable for me? A few days ago, the media said that a 90 year old friend bought a pair of Lining sports shoes. His girlfriend was unhappy to say how did you buy Lining's shoes?

This is not a special case. This is the image of Lining in the minds of a large number of people.

Lining's current strength is hard to compete with Nike and ADI in basketball and football.

Even Lining himself told the media: "the most important question now is how to make products better."

This is the concept of the supreme leader of this company. This concept shows that their cognition of brand awareness, especially the sports goods brand is superficial, and they do not grasp the essence of brand building, that is, brand spirit, image and personality.

At present, everything Lining does is still in technology, design, sponsorship, endorsement and so on, which is not consistent with an international brand management concept.

In the past, people analyzed Lining's brand slogan anything is possible from the perspective of linguistics. Everything is possible with Nike's just do it and ADI's nothing is impossible. Compared with Nike's brand is, the brand name of the brand has no characteristics and no impact.

Everything is possible and nothing is possible.

People feel that their brand meaning is very unclear.

Everything may be very unsuitable for propaganda in sports spirit, but suitable for propaganda related to Philosophy and cultural development.

From this point of view, Lining's brand slogan is a failure in describing the spirit of sports.

Now, though amended, let the change take place, Lining after 90.

But this is still a slogan with no characteristics. Because you do not understand the post-90s, everything will change. It is not the change expected by the brand spirit.

Let the changes take place, and do Lining after 90. First of all, you should recognize the psychological characteristics of the post-90s. Otherwise, success can only be empty talk.

The consumption psychology of the post-90s generation is undergoing new changes. When the material is full of the world, human beings can have desires and conditions (environmental and cultural changes) to seek emotional and spiritual products.

For the post-90s generation, gender, age, education level or income level are no longer the dominant factors that consumers need to change. Instead, consumers are changing themselves (psychological selves) for the continuous satisfaction of personality and spiritual needs.

Whether you admit it or not, this subversive change has already begun to take place and is changing the direction of this society and future marketing.

As people get richer, mental consumption, which is influenced by environmental and cultural changes, is becoming the main aspect of consumption.

Here we can only see from the phenomenon of fashion clothes. Nowadays, the more clothes are not, the better.

What's more interesting is that cloth is less and more expensive, because I let you attract more eyeballs, and you should not pay more for this personality and self expression.

The generation after 90 is widely believed that stars are the most agreeable group of people in this era. They are the most charismatic class.

For those 90 generation who do not have enough economic capital or family background to get ahead, star dreams are their biggest fantasies.

So nowadays, most brands of shampoo, cosmetics or mobile phone advertisements may be related to the lives of celebrities, especially in the advertisements.

In this regard, although Lining's brand advertising has done some, such as the use of Lin Dan, Isinbayeva, O'neal and other sports stars, but these stars are not after 90, Lining brand advertising form is still superficial, it seems to be replaced by any other sports clothing brand can be directly applied, so the key to the stars should also be targeted, to enable the brand image to communicate with consumers and resonate, in order to promote sales.

From the perspective of communication strategy, the post-90s generation does not like traditional media. The study thinks that the post-90s generation prefer the marketing mode of combining network with entertainment, and they are born with "immunity" to traditional advertising forms.

It is not easy to impress the post-90s with traditional advertising forms, because they are not interested in traditional media. Some of them do not watch TV or newspapers after 90 years. Instead, interesting, experiential and interactive network marketing activities can beat them and stimulate their desire to buy.

Network marketing is probably the most suitable for the generation after 90.

Today's post-90s without Internet or cell phone is unthinkable.

The main way for them to obtain merchandise information is through the Internet and mobile phones, and traditional advertisements may not hit them.

Although there are some aspects of Lining's brand communication in the Internet, it is far from enough. Brand building should learn to use various network tools, games and micro-blog to strengthen communication with post-90s consumers or create hot topics.

How much do we know about our operators?

Lining's brand advertising communication has much more to do in this respect, otherwise you will not be able to impress them with too much advertising.