Lining Brand Still Faces New Hurdle After Remodeling.

In the eyes of most people,

The decline of the company today is actually due to the fact that it has not yet recovered from the sequelae of brand remolding failure.

In June 2010, Li Ning Co launched the largest brand remodeling campaign in the history of the company. The company will continue to use the brand name LOGO of 20 years to upgrade to the new brand LOGO of "Li Ning Co cross action", interpret the new sports values in the form of "human", and change the slogan from the original Everything is Possible to Make the Change; at the same time, in order to catch the young consumers, it will boldly play the slogan of "after 90 Li Ning Co" and try to attack the consumers after 90.

All the publicity points were placed in the first tier cities, and 70 sixth flagship stores were opened in Beijing, Shanghai, Guangzhou and Shenzhen.

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And other international brands to compete.

Objectively speaking, Li Ning Co's brand remolding campaign is not a temporary initiative.

In 2007, Li Ning Co hired Ziba to take the pulse of the company. At that time, it was concluded that the core consumer group was 35-45 years old, which means Li Ning Co.

Aging is becoming more and more serious.

So Li Ning Co CEO Zhang Zhiyong now rethinks: in another 5 years, when the original core consumer groups greatly reduce the consumption of sports products, how can Li Ning Co follow up growth?

The 2008 Beijing Olympic Games delayed the pace of Li Ning Co reform.

Although not the official sponsor of the Beijing Olympic Games, the Li Ning Co won this year beautifully. Li Ning Co has performed well in terms of brand awareness, reputation and sales.

In the next two years, Li Ning Co's sales performance rose sharply, surpassing Adidas and becoming China's sports apparel brand behind Nike.

By 2010, according to WorldBrand Value Lab, the brand value of Li Ning Co has reached 14 billion 252 million 200 thousand yuan.

In the view of Li Ning Co executives, this is the best time for the company to achieve brand remoulding and become an international top brand.

"The upward trend of the middle end consumers is becoming more and more obvious. We must keep pace with the consumers.

Of course, it's easier to walk down, but if we want to become world-class brands, we can only go up. "

Zhang Zhiyong has vowed to express.

However, the reality is cruel.

The drastic change made the market, dealers and investors feel unprepared, orders fell, stock prices dropped, investment banks faltered and reduced, personnel turbulence, and unstable people.

The original consumption main force 70, 80 after the crowd was "abandoned", the Li Ning Co's favor and desire to buy a decline, and its efforts to train the 90 did not buy it.

"It can be said that this brand remolding is a failure."

Zhang Qing believes that the pace of Li Ning Co is too much to be understood, and this is not the first time.

"The sportswear national team will be internationalized for a while. It will be fashionable for a while, but it will be 90 after that. It is difficult to understand what Li Ning Co wants to do." this is the voice that has been flooding the market for years.

Li Ning Co's swing on the product line is one of the most criticized places outside the world.

Li Ning Co is the first national team of sportswear, sponsoring many national teams such as gymnastics, diving, shooting, table tennis and so on. Its local brand sentiment and the image of the national team are deeply rooted in the hearts of the people.

In that era, Li Ning Co seemed to be a synonym for sports.

However, with the expansion of international dream, Li Ning Co, which is eager to upgrade its brand and expand its market, is beginning to "lose".

Around 2004, the Kappa of sports and fashion was rapidly rising. Then one of the most controversial figures in Li Ning Co, Le Shuyu, a Taiwanese Taiwanese with rich experience in fashion brand operation, was in the air.

However, Li Ning Co not only did not bloom in full, but rather "neither fish nor fowl".

Even after the departure of Li Ning Co, Lok Shu Yu also issued a feeling that "professional products have no professional function appeal, fashion products have no sense of fashion".

Moreover, in the following years, Li Ning Co has successively swayed and changed all kinds of creative and product design styles, and even tried many brands to operate different markets.

"The decline of Li Ning Co's performance comes from the instability of strategy."

Ceng Yanling, a researcher at the third financial Hong Kong stock exchange, said: "Li Ning Co's implementation of the form of manager management has been changing constantly in the market positioning, advertising expenditure is high, and the failure to control costs effectively is the main reason for the decline of its performance."

And Zhang Zhiyong himself attributed this swing to brand identification and DNA confirmation without real meaning.