The Key To Lining'S Brand Remolding: How To Understand "After 90"

The key to Lining's brand remolding is how to understand the characteristics of "post-90s" and its relationship with them.

Today, Lining's brand remolding is the best answer to the changes of internal and external environment, but brand remolding is not looking for a simple carrier for logo and slogan, but also can not regard the extreme instantaneous characteristics of the carrier as the direction of brand remolding.

In the past year, "90 after Lining" has been greatly lost by the illusion of "post-90s".

Where exactly is Lining's brand problem?

"After 90" is undoubtedly the core basis of Lining's reshaping.

No matter whether it is desirable or not, there are three misconceptions about Lining's brand in the praise of post-90s.

First, 90 is only the embodiment of extreme personality.

As the derivative word of "post-80s", the evolution of the connotation of "post-90s" is exactly the same as that of the former.

The Lining brand has also brought this to the extreme. Only the image of the post-90s born on the T platform is really very impressive. After their conversations with Lin Dan, Isinbayeva and Baron Davies, the audience finally knows, "they really do not know the post-90s."

This is what the brand reformer thinks of after 90, not the real 90 after real life.

Today's popular post 90's description is nothing more than: "curiosity, strong skills, self-confidence, vulnerability, sensitivity and selfishness; occasionally, odd hobbies, special clothes, publicity, personality, and negation of others, all of which are seemingly empty in brand remolding.

However, how to live and reflect the characteristics of post-90s can make the reality of the post-90s feel the possibility of imitation, which is not very good in Lining's brand building.

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The two is the lack of brand core aspirations.

In the new series of advertisements, what Lining emphasized most is "Make the Change", "you don't know the post-90s", "after 90 Lining" and so on. But what can this change? What is it after 90? What is Lining after 90? No answer. It's like a flat thunder, there is no implication before and after, there is no connotation inside and outside.

Rival Nike, faced with the rebel generation in 70s, did not hesitate to start weaving fitness culture and building a sports spirit, pforming brand loyalty into a new belief and creating "secular religion".

Facing the aggressive Nike, the Adidas in 90s was on the road to revitalize the brand, showing the natural, flat and convergent and true, and given the "A make your own B".

Today's Lining is also at the turning point of brand development. It should not be rude to tell consumers to make changes. Instead, it should be clear about your new brand spirit and tell the object how to change and change what.

The three is to highlight the "post-90s" in the comparison of "injury".

Some people refute "" after 90 "Lining has made up for the" child "to lose" Laozi ", and thinks," which "Lao Tzu" is fighting young people, the pains of youth after 90 years, "Laozi" has experienced, will resonate.

There are two fallacies in it: one is the comparison between the young experience of independence and post-90s and the youth romance of their parents; who dares to say that there are similarities and resonates; two, in most families, it is estimated that not many people will fight for a sports brand. Today is the favorite of Laozi, and tomorrow will be the first choice of "Sons". Under the conflict, it is more likely to laugh away and choose to replace the brand.

Based on the above analysis, first of all, we advocate that the "post-90s" should be reduced to a spiritual demand.

If born in the 70s, Nike faced even a very rebellious generation. It did not play the "70 post" in a big way. Instead, it launched a vigorous God making campaign in 80s. In the 84 year, Nike set a lifelong career with Jordan, making the latter the top disseminator of "Just do it".

Over the past decades, Nike has created the myth of the brand, only because it has created secular religions and created gods.

Looking back at Lining, a big brand with lofty aspirations should not be limited to the small vision of market segmentation. Lining lacks a God and lacks a God who can worship young people.

Of course, what is more important is that the word in that God's mouth can make consumers get guidance in worship.

Secondly, we should face up to embarrassment and pursue the most extensive resonance.

In sports, such as football, basketball and tennis, which can lead to consumption, Lining has no absolute advantage; in the first tier cities in China, the growth is weak, the two or three line market suffers from domestic and foreign brands sinking; the mature and stable middle-aged group is abandoned, and the effect is very small. On top of the price adjustment, the slogan of the top 5 of the world brand and the first brand of China's sports brand is created in ten years, but it can not abandon the domestic low and middle end market which contributes greatly to the development of the brand.

This is the embarrassment of Lining style. Therefore, we emphasize the importance of offering worship. It is necessary to unite as many people as possible, communicate with the brand in idolatry, and resonate in order to defuse the spiritual foundation of embarrassment, so as to correct the direction of all marketing strategies.

Once again, brand remodeling should start with brand concept propaganda.

Lining's reshaping is by no means an overnight effort. We believe that the recognition of "post-90s" is the core of reshaping the brand.

In view of the current situation, Lining urgently needs to make adjustments in two aspects: first, changes in advertising creativity and performance, from "Everything is possible" to "Make the change"; Lining envisages the inheritance of brand connotation, but the object of appeal is from 70 to 80, and to 90 as the core.

Therefore, "dare to change" is not a good direction for development when it leaves consumers with doubts.

Whether it is the spirit making movement or the pure concept appeal, the key is to become the spiritual leader of the target group, and perhaps "dare to pretend" to leave the "post-90s" unlimited autonomy, at the same time, it will resonate more.

The two is the wake-up call for other measures. Lining, who once dominated the country, ushered in a cold winter at the end of last year, and even lost nearly 5 billion of its market value in two days.

Among them, the channel is particularly conspicuous. Lining adds the sixth generation shop's new opening and rectification in the form of store in store, and directly goes hand in hand with Nike and ADI.

Integrate the poor performance stores, restructure the distribution system, and improve the original intention of performance growth by increasing the sales revenue of single stores.

But it turns out that this method has not been effective.

In addition, Lining still has the pain of premium. In the new brand, the connotation is not yet fully mature, and rashly raises the price. The result can only be trapped in the awkward situation of consumers, and let the top name of the brand be wronged.

After the labor pains, perhaps Lining should continue to strengthen the leading position of the two or three line market at the moment, and take a favorable position in the process of urbanization, drawing some resources to promote overseas market expansion.

The pains in brand remolding are not terrible, and this is even inevitable.

"After 90" is not the starting point of Lining, nor is it the end. Therefore, Lining with lofty aspirations should not stick to the surface of the "post-90s". Instead, we should dig into the spirit of the times and become a religious cult. That is, only the brand spirit or brand image is in line with the spiritual idol that consumers are pursuing. Then having such products will become their spiritual dependence.

Apple products are like this today.

Only in this way can Lining's international dream be realized.