Lining: Facing The Brand Remodeling Campaign After 90

Tourists visiting the Olympic Park and the residents who took a walk after dinner were shocked: the huge bubbles of red bubbles appeared on the water cube's crystal clear blue bubbles, and under the scrutiny, these red bubbles were all patterned with Lining's new LOGO.

The world's largest Lining LOGO is not a flash away, but three consecutive nights in the water cube, can not help but sigh Lining's brand.

In fact, the grand appearance of the water cube is Lining.

The unveiling of that evening, after the appearance of the big LOGO, a group of young people made a "fixed flash" action. After the countdown of "five, four, three, two, and one", all of them stopped steadily. Then, they took off their coats together, revealing their uniform T-shirts. They wrote "no attack" and four characters, and shouted loudly, "after 90 Lining, our power can change the world!" this slogan quickly dispersed.

This 5 minute creative action is also written by Lining.

With the help of this activity that is dazzling, eye-catching and avant-garde, the brand spirit of "daring to innovate and dare to act" is passed on to consumers, expressing strong confidence in brand pformation and the capture of young consumer groups.

In the 2006~2007 year, Li Ning Co's consumer market survey shows that the actual consumption of Lining brand has a certain offset compared with the target consumer group. Over 50% of the consumers are 30-40 years old, and the market share of Lining is obviously lower than that of the consumer group under 25 years old.

With the passage of time, the choice of the younger generation will ultimately determine the future of Lining. Therefore, from online to offline, from the plane to the Internet media, Lining has launched a series of brand remodeling activities aimed at young consumer groups.

Lining identified the "80 after 90" young sports fans as the core target group, especially the 16~23 year old group. This group of people is more accustomed to using the Internet to get information, socialize and shop, and their online behavior is also scattered. We must find ways to find the aggregation point of their online behavior in order to achieve a more comprehensive and extensive coverage.

In the end, Lining chose a portal with a wide population coverage, NetEase's advertising campaign.

Liu Dongming, a Chinese Apparel Association's online marketing From EMKT.com.cn trainer, thinks that compared with other Internet media, web portals have the advantages of large single page traffic, wide coverage, and high-end advertising image. It is the aggregation point of many online activities, including mail, games, social networking, information and other activities.

For Lining's brand remolding, it is an inevitable and wise choice to maintain the brand image of young sports fans in the Internet and maintain the brand image of Lining in the process of advertising.

Due to the relatively large flow of Internet portals, more content pages on the website, and the diversion of traffic after entering the home page, advertising on the portals will still be affected by advertisements, which can be offset by other brand advertisements and can not effectively arouse the attention of the target audience.

In order to eliminate this part of the danger, Lining made targeted adjustments in advertising, and put the brand reshaped ads on the front page of NetEase website, with a view to achieving the coverage of the most extensive crowd and the target group.

The target audience's exposure to advertising is only the first step in communication between the brand and the target audience.

According to the classical selective law in communication, the audience must choose, focus and even misunderstand their needs and wishes according to their needs and wishes, so as to harmonize the accepted information with their intrinsic value system and established thinking pattern. People's understanding of things includes selective contact (attention), selective understanding and selective memory.

This means that even if Lining put the advertisement of brand remodeling on the target audience's online activities, it may also produce a phenomenon of poor memory effect or even misinterpretation of the brand.

Lining needs the combination of advertising creativity and form and media channel selection to achieve the desired brand remolding effect.

In order to fully arouse the attention, understanding and memory of the target audience, Lining finally chose.

The form of floating layer advertisement, using simple, vivid cartoon characters, personality and free post-90s sports costumes, is full of impact. The theme of this brand remolding activity is "90 after Lining", in conjunction with the popular language style slogan, "the way you arranged for me always let me get lost" and so on, to show the confusion and anger of the young group.

Liu Dongming, an online marketing trainer of China Apparel Association, analyzed that the online brand reinventing advertising is just the beginning of Lining's brand remodeling.

In the face of more international vision, love for innovation, quality and movement, we can see that the Lining brand is turning into a smart, humorous, frank, curious and creative young man.

Lining's brand reinventing has taken a hard hit by Internet hard advertising, laying a solid foundation for brand remolding.

NetEase's unusual "1 minutes" cartoon suspension advertisement reveals a significant signal: the LI-NING brand will appear in front of the world with a brand new look.

It marks a major project that Lining has been planning for a long time -- reshaping LI-NING -- a full start.

In the face of the reshaping movement after the 1990s, the user's eye was captured in cartoon form, which was refreshing.

After 90, they grew up watching advertisements, and they had a lot of work for the Internet. Therefore, in the follow-up marketing activities, social networking, Internet video, IgA and other young people are eager to communicate with users and interact with each other.

China's shoes and clothing industry is also in the important strategic opportunity period from a big garment country to a strong garment country.

With the development of China's economy, people's clothing concept has entered the stage of pursuing fashion, pursuing connotations and pursuing more diversified cultural symbols from the basic decent stage.

Clothing is actually a carrier of culture, so how should clothing be used in the face of Internet culture? One way is to promote the brand with the help of network culture, and the other way is to directly produce products through Internet culture.

No matter which way is undoubtedly injected into the clothing of the new blood network culture.

Taking this opportunity, China Garment Association has decided to jointly organize a one month training course of clothing brand profit pattern jointly organized by the retailers college. The curriculum will analyze and teach the difficulties faced by the current garment industry development and provide solutions.

At that time, Liu Dongming, a well-known network marketing expert, Wang Zhongjie, a famous doctor of management, and a famous doctor of economics, Li Zhenyong, will explain the fashion industry's network marketing, capital operation and business mode innovation in detail through a brilliant case. This will help the E marketing of clothing enterprises to change and catch the ride of the electricity supplier era.