Lining Brand Launched A New "User Oriented" Strategy

Today, as product homogenization intensifying, consumer loyalty to brands has gone from bad to worse.

To satisfy consumers is not enough to establish brand loyalty. This means that enterprises should deal with the new situation with the creativity, design and consumption experience that customers expect.

In 2007, the German iF prize, known as "Oscar of design," once again turned its attention to the Li Ning Co Ltd (hereinafter referred to as Li Ning Co). After 2006, Lining's professional basketball shoes won the championship, and another newly designed professional basketball shoes, Banpo, won another award.

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According to Zheng Yongxian, designer of Li Ning Co design department, he just joined in 2001.

Inevitably, the design will be personal. The original product design of Li Ning Co is also like this. It is more dependent on the designer's intuition.

However, this design oriented concept is more suitable for works of art and is not suitable for industrial production.

As an industry person has analyzed, product design is a kind of innovation under restrictions. There is absolutely no development design in the real world without any restrictions. The design fantasy is only a perceptual bubble. What enterprises need is a real product that can maximize the creativity of designers in terms of technological conditions, technological standards, capital cost and appropriate price specifications.

Now, in the newly built industrial park of Li Ning Co, the most important thing that journalists listen to designers is not inspiration, not color, but "consumers" and "user orientation".

"Our current design is user end design, emphasizing rationality.

There are two dimensions in product design: one is brand value, the other is user orientation.

The core value of an enterprise is a sieve. The design concept of the brand is also a sieve. The design concept of the designer must strive to bring the greatest use value and aesthetic value to the consumers, so as to enhance the brand value.

Mining the factors that may affect consumer behavior in consumer behavior, and understand the logic behind it.

Xu Qi, director of Li Ning Co shoes design department, told reporters.

"Creativity is to focus on the needs or potential needs of consumers, and to find consumers' potential desires at the forefront of consumption. This is effective innovation.

The most important point of Apple Corp's design is that it is based on user's thinking.

Apple Corp's product interface is simple, easy to use and close to user needs, thus creating its own understandable and visible selling point.

Many enterprises blindly increase the function of products, and the cost, the complexity and the function of operation are not what consumers need.

This is the ineffective innovation.

Li Ning Co shoes design senior designer Chen Zhenhai said.

He cited an example, Li Ning Co divided the market into two stalls: super large cities (Beijing, Shanghai, Guangzhou, Shenzhen) and first tier cities (provincial capital cities) as first gear, and two or three tier cities as first gear.

In mega cities and first tier cities, consumers and foreign countries have more opportunities for information contact. They value the fashion and personality of products.

In the two or three tier cities, the correlation between popularity and life is very low. Consumers value the practicability and function of products.

In dusty cities, consumers are more concerned about whether shoes are resistant to dirt.

In rural areas or mountain areas, the importance of shoes is very important.

"Because of the different environment, the user group's understanding and understanding of beauty are also different.

All products are ultimately directed towards human nature, or even part of human nature.

So, first of all, we should respect environmental differences and group differences, and give different things to different groups in different regions for what they think is beautiful.

This is the user oriented design concept.

The relationship between consumers and brands is based on trust rather than paction.

You can't let consumers just buy products, you have to let them deeply love the brand, so as to enhance the loyalty of consumers.

Design should not only satisfy the basic needs of consumers, but also understand the expectations of consumers. "

Xu Qi said.