Lining, Taking Creativity As A Fulcrum

In 2006, as the only sports clothing enterprise, Lining was elected the ten largest fashion brand in Beijing in the year. The reporter used the "fulcrum of seeking power" as the theme to explore Lining's sports marketing strategy.

A year later, on the occasion of the opening of the second session of the fair and the Lining group's hosting of the "Lining cup sportswear International Youth Design Competition", we visited the Lining group again. At the newly completed Lining headquarters, the reporter sincerely felt the great impetus of innovation and creativity to brand growth.

There is a building outside the southeast ring of Beijing, just like the crack growing after the ground dries up. It is so striking in this area.

This is the new headquarters of Li Ning Co.

Creative inspiration, along the north side entrance into the park, the huge steel structure shading components and the left and right sides of the building surrounded the central landscape street.

The main entrance of all buildings was placed in the central landscape street.

Air corridor, open-air coffee bar, stone chair, red runway and so on. Landscape elements enrich the visual experience of central landscape street.

The west side office area uses a single gray glass to combine the indoor and outdoor environment into a whole in elegant and clean color contrast.

The metal eaves, flying out of the West facade, make the office area light and elegant; the eastern Exhibition Center is sloping roofs and walls, and the Western walls of the keys make the exhibition center full of sculpture.

The meticulous division of the park space based on different functions has created a distinct environment for moving the scenery differently.

The outdoor environment is grouped together in small areas with different functions and forms. In the area, the pition between stone walls and metal components is used to separate the pition.

Granite with machine cut face, deep gray steel structure, and square floor tiles mimicking the crazing texture, create a space with strong sense of place and strong sense of history.

Most of the building materials in the park have a long service life.

Discolourable copper plate and titanium zinc plate wall, from the initial to the final color stability, will take 30 years, the color will be different every year.

The passage of time will leave the accumulation of Lining group and the whole park in these materials, which is a process of growth.

In the early morning, employees come to the base to run in the runway of the park, take a walk in the "texture" garden, go to the gym for exercise, and sit in the coffee shop at the exhibition center.

As long as you turn on the computer, you can login to the network anywhere in the park.

The end of the work, about 35 friends playing football, swimming, to the dance room to relax the nervous body.

The outdoor climbing wall is full of sense of sculpture. It can carry out 22 people's rock climbing competition according to the difference of difficulty.

When everything is calmed down, facing the light and elegant buildings illuminated by floodlights, the water flows silently from the foot to the square, and the water reflects the surrounding environment. It is undoubtedly the most pleasant time in a day.

Creativity brings profits to such an excellent working environment in order to stimulate employees' more divergent thinking, sharper creativity and more outstanding contributions.

The creative design that combines the spirit of sports can create a desire for competition, produce momentum and passion, and these are all manifestations of wisdom.

Lining, director of the group government and director of external affairs, said creative design is an important contribution to the group's profits.

The most powerful proof is that "Banpo" basketball shoes, which have just won the iF design award, are priced at 899 yuan per pair of shoes and 700 pairs worldwide as limited edition.

As a sports brand in China, this is the second time that Li Ning Co has won this award.

Prior to that, Li Ning Co's "flying a" professional basketball shoes became the only Chinese sports brand in 2006.

"Banpo" its shoes, as the name suggests, is inspired by the most representative pottery art type in the Yangshao culture system of China, Banpo pottery.

Due to the strong corrosion resistance of pottery, although buried in the ground for thousands of years, the rudiments of carved patterns and characters are still legible.

The designer discovered the unique cultural appeal of pottery, combined Banpo pottery with modern basketball shoes, and designed Lining Banpo professional basketball shoes with III as the prototype.

The inner lining of the ankle is embroidered with a mysterious fish totem.

At the same time, in the work also used to turn fur, flannelette, beef tendon bottom can further enhance the quality of the entire shoe material.

"Banpo", with its distinctive appearance, performs better as a professional basketball shoe and gives the wearer a lot of confidence.

Compared with other Chinese style sports shoes, "Banpo" is more like an "unearthed cultural relic". Every design of shoes has a heavy sense of history. Every detail tells a story, so the product and culture are so integrated. Rather than "Banpo" is a pair of basketball shoes, it's better to think of it as a pottery or a piece of art.

Also known as "flying armor" for creative design, the unit price is 688 yuan RMB, which brings about 35000000 yuan turnover to Lining group at one stroke.

"Combining the Chinese retro culture with the design route of modern creativity is already the development direction of Lining group."

Zhang Xiaoyan said.

As an enterprise base, creative achievement brand is bound to be surrounded by walls and needs to maintain a certain distance from the outside world.

But Lining strives to minimize such distance.

The 200 meter long street is one of the bridges to communicate with the outside world. Customers and even ordinary citizens can visit the scenic street.

According to Lining group project director Weng Shizhao, although the landscape street is intersecting in the office area, the security system is different, the R & D center and the office area are completely isolated from the outside world, but the landscape street is a soft open space.

"Weakening the isolation from the outside world is more important to show the role of exhibitions."

Weng Shi Chao said, "Lining is a brand. The brand needs to be understood, recognized, and faithful to you."

Brand Company can not be a deep courtyard. It makes people feel distant and can't get close to you.

Lining's creative design is to express the harmonious relationship between people and people, and the good relationship between the brand and the audience.

Lining's operation center is actually the front of Lining's brand communication. It is the main battlefield of Lining group's brand communication, and it is the carrier of spreading Lining culture to the media, the public, the global suppliers, distributors and partners.

Lining headquarters, creativity is everywhere, there is no indication of the brand connotation of Lining group.

From the rhythmic gymnastics ribbon to the spiral corridor, ingenious Chinese lanterns and so on.

The pool of 900 square meters in the garden of thought is combined with the whole square without borders. The water volume changes with time, like tides, rising and falling.

Water can be used as a sports ground to become a venue for various activities.

"Unlike those rich companies, high fountain and big rockery, Lining has to do something with quality and design sense.

Only by being creative can we have the quality and design sense to achieve our brand.

Weng Shi Chao is so general.