Lining: In The Name Of Design

When many companies still stay in the "China made" development level, "Lining" as the leader, took the lead in the "China design" to reduce the big chips.

The German IF award, which is one of the three industrial design awards in the world, is known as the "Oscar of design industry" as one of the world's top industrial design awards.

In 2006, after the "Lining" professional basketball shoes "flying armor" won the championship, in 2007, another new design professional basketball shoes "Banpo" won the prize again.

This honor is seen by Li Ning Co as another affirmation of its brand internationalization strategy.

When many companies still stay in the "China made" development level, "Lining" as the leader, took the lead in the "China design" to reduce the big chips.

Another thing that grabs attention is Lining's role in the 2008 Beijing Olympics.

Lining reached an agreement with CCTV sports station. From January 1, 2007 to December 31, 2008, Lining will provide Lining's brand, AI Gao's clothing, shoes and accessories for packaging all the columns and events of the CCTV sports channel from 2007 to 2008.

As a result, all the hosts and reporters on the sports channel will be reported in Lining's clothing, including the Olympic broadcast.

In addition, Lining will continue to support China's 4 gold medal dream team to participate in the 2008 Beijing Olympic Games.

Viewers will also find that some European and African teams, such as the Swedish Olympic delegation and the Spanish Olympic delegation, will be equipped with Lining brand equipment.

At present, Lining is also actively cooperating with some foreign Olympic team.

What is even more interesting is that if the Argentina basketball team and the Spanish basketball team meet at the Olympic champions runner up arena, people will see the two teams fight at the same time wearing Lining brand equipment.

Lining, a professional designer who entered the "2001" work in 2001, has witnessed a series of important changes in "Lining" over the years.

In 6 years, his accidental resignation became a watershed in the adjustment of Li Ning Co's design ideas.

In the first few years, Ma Xun's pace of work was very fast, and the product design was updated. But one day, he suddenly found himself "unable to understand".

So he decided to draw a rest for his work and make clear the problems accumulated over a long period of time.

Four months later, when Ma Xun returned to Lining with many ideas, he just caught up with the company's special department.

The establishment of this department aims at designing and developing high-end products.

Ma Xun also successfully became one of the two main designers of the basketball team of the special department, and the other was Zheng Yongxian, the designer of "flying armor" later.

"We only need to design three shoes in one year, and time resources fully guarantee the design quality and research and development quality."

For a local enterprise based on international brand, the impression of "cost-effective" can no longer satisfy Lining's own positioning imagination.

At present, the design of special products, whether from appearance, technology or purpose, is a process to change the tradition of consumer psychology.

Facts have proved that this pformation of thinking has begun to receive results.

Ma Xun discovered that many people playing with shoes began to collect Lining's shoes.

"Although these people seem to be small groups, they are opinion leaders.

People around him will consult him when they buy shoes.

This change is very important to us. "

In 2005, Lining sponsored the 200 people's Congress of sina's "shoe crazy" forum.

When these sneaker disassembled Lining and TOP GUN basketball shoes with cutters and hacksaw, it was found that the technical content and professionalism of these shoes were comparable to those of NIKE and ADIDAS brands.

After the party, a large number of TOP GUN basketball shoes were evaluated on the major footwear websites by the group of sneaker.

In the previous year, Li Ning Co also issued the world's first pair of shoes weighing less than 300 grams.

"In fact, in the field of high-end shoes, we have very little difference from NIKE and ADIDAS, and we all use the same factories."

Ma Xun said.

This coincides with the idea of Lindberg, chairman of the Swedish Olympic Committee.

At the Li Ning Co's signing of the Swedish Olympic Committee press conference, when he answered the question why he chose Lining, he said frankly: "no matter which sports brand we choose, these clothes and equipment are almost made in China.

So we think, in this case, we might as well choose one of the most famous Chinese brands directly.

When this idea is determined, it naturally comes to Lining.

In fact, the establishment of the special department is only a logical step in Lining's professionalization.

As early as 2002, Lining set a professional development strategy.

The exploration in this direction was later attributed to CEO Zhang Zhiyong, who took office in 2001. Products should allow professional athletes and sports enthusiasts to avoid sports injuries and improve athletic performance.

Such descriptions are slightly abstract.

In Lining's blueprint, this specialization is not a stage goal, but a long-term strategy.

Relying on professional leverage, it is a general direction to pry the world brand one by one.

"Frankly speaking, some of the items I see are actually some products that we are going to provide to our team next year, the year after next, and even after 2009."

Guo Jianxin told reporters.

The detail difference occurred in a minor matter in 2003. It seemed that the speaker had no intention, but for Guo Jianxin, the listener was interested.

At that time, Lining, who sponsored the women's basketball team, suddenly got the feedback that "the clothes were not fit".

Before that, all the sponsorship clothing had passed the test of professional teams from city teams, provincial teams and so on.

This made Guo Jianxin a little confused. He came to the training base and stayed with the women basketball players for a whole day. Later, he found that because of the tens of thousands of shots per day, the clothes suture parts of these professional athletes were soaked in sweat for a long time, and their skin was slightly reddened.

It seems that a trivial detail is a great touch for Guo Jianxin.

"Top athletes pay more attention to the difference.

Sports resources must have higher value and support for professional fields.

After that, Li Ning Co began to invest heavily in four categories: football, basketball, tennis and running shoes.

Take football shoes for example. Because the technical content of spiked shoes is very high, a millimeter ahead will affect the center of gravity of shoes.

In order to make a pair of spikes for Li Tie, the Li Ning Co spends about 200000 of its cost on one trip.

As a result, as early as in 2004, in the Premier League, you can see the Chinese brand of professional sneakers.

In the subsequent NBA arena, you can also witness the athletic performance of Lining professional basketball shoes for Damon Jones.

In 2004, Li Ning Co and the sports Laboratory of Chinese University Hong Kong began to cooperate.

All products produced by Lining will undergo a complete set of comparative tests with the international first-line brand.

Which indicators have advantages and which indicators need improvement, are clear at a glance.

This not only made Lining clear his market position, but also provided the direction for future development.

In the second half of 2007, while promoting the pace of Hongkong design center, Lining will also set up its design center in the United States.

"In product R & D investment, it will also be based on professional products and top sports resources."

NIKE has a "NIKE CAMPUS" in Oregon, USA, and the new Town site in Lining, southeast corner of Beijing, LINING Town has also been officially launched in October.

In this 100 thousand square meter new park, only the designer's door cards can be freely accessible to all buildings.

Innovative products in the East are the best way to spread themselves.

As one of the top three most important international design competitions in the world, the IF product design award will be a permanent exhibition hall for awarding manufacturers for 7 months at the international exhibition venue in Hannover, Germany.

The award-winning "Banpo" basketball shoes, as the name suggests, are inspired by the most representative pottery art form in Yangshao culture, Banpo pottery.

On the details, the shoe's ankle lining area also has a mysterious fish totem.

The "flying armor" that won the award was also designed according to the characteristics of ancient Chinese armor and Zhong Ding.

These orientated design elements were recognized by the western design awards, which provided a footnote for Lining to create differential competition with oriental elements.

"In fact, these two shoes have continued a style, hoping that people will return to a state of return to innocence and better understand the relationship between man and nature."

The Oriental understanding of "Banpo" designer Ma Xun is not the simple addition of eastern elements, but the implicit introvertion of the essence of Oriental culture.

Therefore, the traditional technology has been used in the shape, which directly pfers the pattern to the upper, rather than the more modern hot technology.

"Now our designers come from many places, not to be divided at home and abroad, but to create a team of Lining with people of different backgrounds, cultures and different experiences."

Guo Jianxin said.

This pformation happened quietly in the early 2001.

In those days, the famous French designer Pavey Ott (Paviot Jean PHILIPPE) and Italy's famous footwear designer Marcie Meelia Nor (MAX) signed Lining to help him consider the fashion sense of sponsorship equipment from the perspective of global popularity.

The establishment of the Hongkong design center has formed a good interaction with the domestic design ideas.

Domestic designers can not only help Hongkong designers understand Oriental elements, but also learn more cutting-edge ideas.

No matter how internationalized the brand is, it's Chinese brand.

Modern oriental elements, this is our DNA. "

Lining's past advertising films include NBA basketball stars performing Chinese Kung Fu and other oriental charm scenes.

In the new basketball theme of "Back to Basics" (return to basic skills), O'neal, as an internationalized element, is blended with oriental elements in the advertisement.

"ADIDAS's advertisements like to use runway and emphasize competition, while Lining advocates running without rules, no runway, and recognition of running as enjoyment, relaxed and free experience.

For another example, international brands are usually endorsed by top athletes and attach importance to the display of various skills.

We chose O'neal to highlight the basic skills and think that the basic skills are the winning mechanism.

Wu Weiguo, deputy general manager of Lining market system, described to reporters.

In this way, in terms of sports expression, Lining and Anta, PEAK, and NIKE, ADIDAS in the international front line, and those in the country, have been positioned differently.