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Lining Basketball Shoes Won The If Award Of "Design World Oscar".

2008/3/18 0:00:00 10484

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Thoreau, President of ZIBA, a famous design company, looks at the fact that consumers are becoming more and more elusive nowadays, and their loyalty to the brand is on the decline. Satisfying consumers is no longer enough to establish brand loyalty. They are looking for products and services that can provide more returns. In the increasingly homogenization of products today, "more returns" may mean 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. While participating in international competition, Li Ning Co has long recognized that design is the lifeline of an enterprise, the soul of a product, and a tool to achieve a win-win situation for brands and consumers. According to Zheng Yongxian, designer of Li Ning Co design department, when he joined the Li Ning Co in 2001, the company's design department was still in Foshan. At that time, there were only four or five designers of shoe products, and now the product design department of Li Ning Co is a team of about 30 people. Apart from being responsible for the design of large cargo products, it is also responsible for special product design, innovative concept design, consumer lifestyle research and trend research. Greater changes are reflected in working methods and working patterns. The designer's personal creation is replaced by team cooperation, from planning, planning to sketching, revision design, the whole process is brainstorming, so that the products designed are more familial. It is an important work for Li Ning Co design department to interpret Lining's brand concept. 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 line city, the incidence of popularity and life is very low, and consumers pay more attention to the utility and function of the product. In many dusty cities, consumers are more concerned about whether the shoes are dirty. 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 spanaction. 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. People oriented "from the user oriented design concept, to a certain extent, brand is built on the basis of consumer trust. The information released at the level of consumer contact (media, storefront, product itself and consumer experience) must be consistent, and consumers can get accurate information through continuous construction. The information conveyed to consumers is inaccurate once they are incomplete or inconsistent. Li Kewei, director of Li Ning Co's design life research, told reporters. It is understood that Li Ning Co designers are responsible for their loyalty to sports events. After work, they often go to the Sporting Club Hotel of Li Ning Co. For them, sport is originally a job, a good time for them to contact consumers, which can help them accurately capture the needs of consumers, but on the other hand, designers often define consumers according to their own understanding, while designers tend to be higher than the acceptance of the market in terms of aesthetics. On the contrary, the marketing department and the planning department are more close to the market and understand the market demand, so repeated communication is essential in the process of product design. A designer of Federal furniture once said: "now speaking of design is not only a form design, it is only one part of it. As a designer, he also knows how to combine shape design with process design, production process design and marketing promotion design, so that the products designed can be accepted by the market and become a best seller. This is the successful design." In the process, the design department is the planning department, the planning department will plan the new product, then the design department will carry out the design, then hand it to the development department for product development, and finally extend to the sales department. The planning department plays a role in the bridge, and formulating the product plan according to the information conveyed by the brand and the demand information of consumers, so as to guide the design direction. "Design is a process from scratch. When designing a concept, it is necessary to communicate with the development department to ensure that the design language can be implemented." Zheng Yongxian said. Communication with the sales department is also extremely important. Through the sales department, we can understand the needs of the contracted players and improve the design according to the individual needs of the players. Chen Zhenhai briefed reporters about how they designed tennis shoes for Ljubicic. When designing the first generation of special sports shoes for Croatia tennis player Ljubicic, the design team considered more air permeability and used a lot of breathable materials. As a result, during the competition, because Ljubicic had to run at high speed, the competition was usually carried out in the afternoon, and the ground temperature was high, which led to the higher temperature in the shoe. Therefore, the design team improved this and added insulation to the shoes. Now, Li Ning Co is closely related to many design institutes at home and abroad. For example, RSscan, a famous professional sports Analytical Research Institute in Belgium, has many academic cooperation projects with Academy of Fine Arts from Chinese University Hong Kong and Academy of Fine Arts. Li Ning Co has a shoe product design team in the United States, and has a clothing product and accessories product design team in Hongkong. Li Ning Co's designers come from many disciplines, including art, engineering, biology, user research, IT design and so on. Many of them worked in Adidas and Nike, a multinational company. As early as 2001, Pavey Ott, a famous French designer, and Marcie Meelia Nor, a famous footwear designer in Italy, signed a contract with Li Ning Co to help Li Ning Co enhance its sense of fashion from the perspective of global popularity. ZIBA, the pioneer of design and research industry, has been selected as one of the three largest design companies in the United States by the US Business Week (BinsinessWeek). After entering the Chinese market, ZIBA used his rich experience to make a detailed study of Chinese sports people. At present, they are formulating new design strategies for Li Ning Co. According to a designer of Li Ning Co, in 2009, the new design strategy will be embodied in the product of Li Ning Co. Kotler, a brand personality marketing master who looks for modeling language, believes that customers will evaluate which product can convey the greatest value, and they will form the expectation of value and act accordingly. The core of enterprise marketing innovation is to maximize the total value of the customer at the lowest total cost, that is to say, when the customer delivered value is maximized, the brand can form a strong competitive power in the market. Design is such a sharp tool to produce value-added products. With this method, we can enhance the added value of products, enhance the competitiveness of brands in the market, and get out of the whirlpool of price competition. Nowadays, it is no longer an era for shoes to wear well, and the functional properties of products are not the first choice for people. The product design of international famous brands shows consumers their brand personality. Nike's consumer group is concentrated on young new human beings. They value design more, and prefer to be different. Nike is using the mentality of its consumer group. Nike is the coolest sports brand in the minds of Chinese consumers. In China, Nike has fully displayed its individuality, creativity, dynamism, vitality and leisure sense. Therefore, the high price of Nike is not only an obstacle to sales, but also a unique brand value in Chinese market -- cultural identity. And Adidas's professional appeal has also made this European brand's market share expand rapidly in China. "Returning to China's sporting goods market, although there are many original brands, but the status quo of" first industry after design "has led to many enterprises to light design and heavy production, which can hardly be regarded as designer brands in China. Su Jing, director of marketing in HI-TEC Greater China, generalizes the current situation of China's sporting goods design. Nike founder Nate has a dream: "China has 2 billion feet, we want them to wear Nike!" To this end, Nike dressed itself as a lifestyle promoter. "Brand represents a way of life, designer brand should enlarge its own advantages, that is, enlarge the culture and personality displayed, and optimize the brand personality by design." Su Jing said. David Ogilvie, founder of Ogilvy, said: "the ultimate decision of the brand's market position is the overall character of the brand, not the insignificant difference between the products." The lines, processes, materials, design logic, design methods and visual effects, which are emphasized in product design, can be described in a reasonable and scientific way with brand personality. Brand personality is constantly emerging in products, and ultimately becomes visible to consumers.