Lining Suffers From "Rule Understanding Obstacles".

In August 1st, the International Badminton Federation decided to cancel eight badminton women's doubles athletes participating in the remaining qualification, including Chinese women's doubles players Yu Yang and Wang Xiaoli.

This is the first time in the history of Olympic Games that athletes have been disqualified due to passive competition.

Afterwards, Li Yongbo, chief coach of China badminton team, said in an exclusive interview with the media that it was because "the understanding of the competition system was not very thorough".

The understanding of "rules is not very thorough" may also be more suitable for describing the ups and downs of Li Ning Co, because enterprise strategy and brand management also have certain "rules".

From 1990, the "gymnastic Prince", known to all in China.

Mr. Sun founded the sports goods company named after its name. By July 2010, Li Ning Co had launched a new brand remolding, and Li Ning Co "let change happen" instead of "anything is possible".

In 2010, orders fell and share prices shrank.

In 2011, some executives resigned. The company achieved operating income of 8 billion 900 million yuan, down 5.8% compared to the same period last year, and net profit plummeted by 65%.

Entering the 2012, Lining was even more important. In succession, layoffs, overstock, stock prices fell, CEO left office, overseas setbacks and expected negative growth.

The spirit of "Olympic spirit"

In July 29, 2012, when the whole world was concerned about the London Olympic Games, Lining experienced a "change of handsome" storm, and then returned to Jiaxing, where he appeared at the Lining store in Jiaxing, Zhejiang. When the onlookers were novelty, they all sighed: "Lining is also old."

This seems not to be good news for the brand that has launched the "90's Lining" promotion campaign, though it once hoped to keep pace with the times, reshape the brand image of Lining, firmly grasp the "new generation" consumer groups, ensure its continuous growth in sales and market share, and truly grow into the world's leading sporting goods Brand Company.

But the fact is that China's post-90s do not know Lining, nor have they received the Olympic spirit of sports that Lining should convey.

Liu Rujiang, a senior planner, brand communication and enterprise strategic analyst, said in an interview that, on the surface, the frustrating performance of the Li Ning Co in the past two years was directly affected by brand remolding and "after 90 Lining".

The reason why Lining encountered so many problems in a short span of two years is the lack of systematic and clear long-term strategic thinking.

The original brand remolding in 2010 is an opportunity, but it has long been used to see the management of recruiting and disassembling. It seems unlikely that this thing will be done well, but it will expose many hidden problems in a more extreme way.

Lining is a banner in the heart of the Chinese nation. At the moment, it is really sad to see such a situation.

As time went by, Lining himself gradually became a "little old man".

The supreme magic weapon that has been used for a long time has obviously no longer adapted to the new changes.

How to continue to communicate effectively with the "young people" who are the main consumers of sports products has also become a major topic for companies to think seriously.

Missed opportunities for development

Experts believe that although China's sports brand has suffered many kinds of heavy losses, the position of Li Ning Co in China has not been shaken. However, we must not lose sight of the fact that Li Ning Co has missed several important development opportunities in the process of brand building and brand remolding.

For the first time, it should come from the gains and losses of naming the brand with "Prince Lining of gymnastics".

Liu Rujiang told reporters that over the past few years, the spread and communication of Lining's brand image has been more dependent on Lining's own personality charm.

At the beginning of the establishment of the company and brand, it naturally had a good "short and fast" effect, and the cost performance of the strategy was the highest.

In the 90s of last century, from the peak time of Lining's sports career, Lining was the pride of Chinese. He was a God in "60 after", "70 after" and "after 80".

From today's point of view, it can be regarded as typical "rich handsome", full of youth and vitality.

However, as Lining gradually faded out of the sports field, the new generation of "Lining" was only known as a sports brand. No one can relate to the Olympic spirit. The end of the sports brand customers are always in the new generation. In the recent 20 years, the Li Ning Co has not completed the brand remodeling.

After 90, Lining seems to be closer to the "post-90s" consumers and to achieve a younger brand image.

As a result, two heads are not welcome.

After 60, 70 and 80, we feel that you are betraying us and abandoning us. We are not comfortable with our new products.

The "90" people, the biggest just 20 years old just emerged, spending power is limited, at the same time, they do not have much impression on Lining, even if some impressions, it is only the old form shows, a little bald Lining, it is difficult to form identity from personal charm, they prefer Liu Xiang, Yao Ming, Guo Jingjing, Jeremy Lin.

From the perspective of brand management, "post-90s Lining" is also lacking in flexibility and strategic depth.

Liu Rujiang is very worried about this, "every 5 to 10 years will have to adjust once, resulting in a huge waste of brand communication and marketing resources, form can not be effective precipitation does not say, but also easily lead to big setbacks in enterprises."

The second opportunity missed by Li Ning Co is the golden period of growth and metamorphosis in the 3 to 4 years after the Beijing Olympic Games.

At this time, if the company can return to the real "Lining spirit", it will not only require the brand communication appeal to return to the universal spirit of "challenge", "pcendence", "focus", "never satisfied" and "keep improving" represented by the Olympic competition represented by Lining, but also adjust the business modules according to this spirit, and make a comprehensive arrangement of specific strategies, ultimately making the company go up and down every pore, and every detail of the company's business is strongly emanating.

This is a powerful spiritual force that pcends sports, age, gender, blood race, limitation of time and space and income gap.

In this regard, Liu Rujiang said that Li Ning Co over 20 years of development process, there are many important time nodes and major events.

These things are often related to the prevailing trend of the society on every node.

Their management is not air, but will be influenced by some theories prevailing in different periods.

For example, low price orientation, diversification, multi brand, mergers and acquisitions, internationalization and fashion are deeply marked by the times.

These methods can really enhance the performance of Li Ning Co in the short term, but is it really necessary at that time whether enterprises can support these strategies and whether they will leave negative assets in the long run.

Such a big hand made management very cool at the time, and now it seems that the problems exposed are basically related to it.