Lining Lost The Brand Positioning After The 1990S.

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It is reported that with the confirmation of Zhang Xiaoyan, the director of the Ministry of public affairs and the departure of the chief product officer Xu Maochun, the number of executives Li Ning Co has gone to the top of this year has reached 5. After a rather successful "brand remolding", the leader of the local sporting goods industry is facing the embarrassment of losing pressure and losing talent.

5 executives leave in one year

Zhang Xiaoyan, director of the government and public affairs department, who has worked in the Li Ning Co for nearly 8 years, has confirmed that he has resigned. Lining brand Xu Maochun, chief product officer, will also be leaving on the 13 th of this month. The reasons for the two resignation were "personal reasons" and "family reasons".

So far, Li Ning Co has left over 5 executives during the year. In May this year, Li Ningyuan, chief brand official Shiwei, chief operating officer Guo Jianxin, Wu Xianyong, general manager of Lotto business division, and other executives have left. At that time, Li Ning Co said that these executives were leaving on the basis of personal development needs, which was a normal change of management staff.

Although several resignation executives attributed their resignation to personal, family and other reasons, the industry generally speculated that the two major personnel changes in the year may be related to Lining's "brand remolding" rather than success.

Swinging brand strategy

At the end of June last year, Li Ning Co put forward the "brand remodeling" plan and called out the new slogan of "Make the Change". But the subsequent change is the backlog of product inventory. Poor channels And other reasons led to a decline in orders.

In the first half of this year, net profit of Li Ning Co decreased by 50% compared with the same period last year, and its share price has fallen by more than half since the beginning of this year. Lining, the founder of the list, fell to 291st place from 64 last year. JP Morgan's analysis reports that Li Ning Co's revenue will fall 13% this year and its profits will fall 60%.

Zhang Zhiyong, President and chief executive of Li Ning Co, admitted in a media interview that "brand remodeling" is not a success.

Haste is perhaps one of the reasons why Lining is in trouble. In the brand, marketing, design, quality and other aspects have not done enough good time, Lining last year put forward in ten years to become one of the world's five major sports brand goals.

But in fact, in the eyes of the outside world, this brand of "sports Shanzhai", which occupies the leading position in the Chinese market, has not yet disappeared. According to the financial times, whether or not we can get rid of the "Shanzhai" temperament will be the most critical issue at present. The newspaper quoted Andy Edwards, the director of the strategic planning department, as saying: "Lining did a good job in the competition with ADI, but it was based on imitation. Now Lining needs to create more value, stop copying and find his own unique voice. And let this voice permeate everything related to brand, especially products.

On the one hand, it is anxious to challenge Nike and the international community. Adidas On the one hand, it is difficult to give up the driving force of domestic low-end consumer groups. Lining has been entangled in brand positioning in the past few years.

First of all, the local high-end brands show people to challenge Nike and Adidas, and raise their prices hastily under the condition of insufficient brand premium. After encountering setbacks, they want to return to cheap routes. A series of swings have blurred the brand image.

Lining's new brand appeal has been criticized by many marketing people. Even though Li Ning Co is not meant to do age discrimination, it is intended to approach the younger generation and change the age of users. But in the process of implementation, the company seems to have overemphasized the concept of "generation after generation".

"You do not understand the post-90s", "90 after Lining" and other appeals to allow them to grow together with the "70" and "80" gradually farther away. Ironically, if "post-90s" is truly "independent" and "personalized" like Li Ning Co positioning, they are the most disgusted and disgusted people who are told what to wear.

The sportswear brand itself has the attributes of youthful, youthful, dynamic and so on. It is debatable to explain the connotation with age and intergenerational age. In the course of development, Nike and Adidas, despite the emergence of distinctive generations, such as the rebellious generation in 70s, did not deliberately cater for the interpretation of brands, but rather focused on spiritual strength and idols.

Industry is generally under pressure.

Although Li Ning Co faces many problems at present, objectively speaking, these problems are not only caused by themselves.

With the sinking of Nike and Adidas to the two or three tier cities, the domestic sportswear brands are facing more and more pressure. In a report, HSBC pointed out that Chinese consumers' brand loyalty is not high, especially in the two or three tier cities. As Nike and Adidas have launched various low prices, the loyalty of local sports fans will remain unknown.

According to Goldman Sachs's research report, with the aging of the industry, the domestic sporting goods brands with a small scale and lack of cash will be eliminated. Lining and other larger brands can survive the crisis, but their profits will drop to a more reasonable level than they are now.

Today, the local sporting goods industry has entered a bottleneck with low added value and serious homogenization. Lining, the leader, touches the ceiling and turns to Brand value It is a general trend to seek "change" in upgrading, differentially shaping, and industrial chain integration. The confusion it faces in this process may also be the confusion that other brands will face in the future. Whether it is success or failure, the Li Ning Co's rescue law for a period of time deserves the attention of the industry.