Lang Xianping'S View Of Lining'S Death Is Nothing More Than Four Words: Brand Decline.

If a company has no leader, it will not be in the first place to fight against the enemy. If chaos is chaos, it must first cure the enemy and then the enemy.

Old sporting goods in China

It is in the latter stage.

It is just that the internal injury is not healed, and it adds insult to injury.

As soon as he announced that Zhong Yiqi, chairman of the board and chief financial officer, resigned from office, Lining also released a 25.23% stake in the blockbuster bomb of the extraordinary China in, which led to an uproar in the capital market. Finally, this news ushered in the "foot vote" of investors. People interpreted it as "Lining or reducing Li Ning Co in disguise".

Fourteen world champions and more than 100 gold medals, Lining is a proud name for countless Chinese people. He was named one of the greatest 25 athletes in twentieth Century and tied with Jordan and Bailey.

After moving to the shopping mall, it has been praised as "excellent entrepreneur" and "business magnate" by the media.

Li Ning Co was founded in 1990. After three years, it began to make profits. Its annual turnover increased by nearly 100%.

Listed in Hongkong in 2004, Li Ning Co achieved a fantastic goal in 2009: sales in the Chinese market exceeded Adidas, and it was only one step away from world class Nike.

In August 2008, Lining, as the torch bearer of the Beijing Olympic Games, lit the Olympic torch with the way of "flying trapeze", which once again made the Lining brand sing the world stage.

"Everything is possible", as Li Ning Co brand slogan is known to consumers.

From sports field to shopping mall, from dealing with horizontal bars and pommel horses to playing games with employees, partners and competitors, just like a series of highly difficult combination actions, Lining turned around and landed steadily.

This time, however, applause is far from lasting.

Since the listing of Hongkong in Hongkong in 2004, the performance of the Li Ning Co has continued to grow, and it has reached its peak in 2009 and has become a Chinese sport.

The representative.

But since 2010, the recession has caused the company's performance to decline and the high-level personnel have been turbulent. Li Ning Co has started to go downhill.

Once PK Nike, ADI was also a defeated player, and now Anta is stepping on foot.

Lining's death is nothing more than four words: brand decline! What is the most influential brand influence? It's not advertising! Let's listen to Lang Xianping's comment on Lining's brand and advertising in his "Lang Xianping says: who is saving China's economy".

Why do you want to advertise a brand? It is to put the spirit you want to give to the product, such as the spirit of culture, the spirit of sport, or the spirit of steak and steak, into the product. If you can do that, you will succeed.

So I tell you, how can we sell products better in this recession? In addition to improving appearance, performance or price reduction as in the past, there is another principle to grasp the essence of your industry through advertising, and to enhance the price performance by giving people the spirit of the essence of the product you want to express.

Then you are a sports brand.

What options will you make? You might have bought 5 pairs of sneakers a year ago, but now you are in a recession and lack of purchasing power. You can only buy a pair of sports shoes. You will choose high cost performance sneakers and sneakers.

Nike's use of advertising is absolutely classic, such as Liu Xiang's endorsement of Nike.

Why is Nike's advertising campaign so successful? What are the differences between us and foreign well-known enterprises in advertising?

Let's take Nike as an example to see how it can put sports spirit into sports shoes.

Michael Jordan is the spokesman of Nike. He won the championship in Nike sports shoes. What he shows is superb skill and excellent sportsmanship.

The second ad is the same. Michael Jordan wins the championship in Nike sports shoes. After 100 ads, it's hard to say that you are just like a dog trained by steak.

The feeling of sportsmanship has been injected into sports shoes since then. You spend a few times to buy a pair of shoes for this feeling.

Nike's image spokesperson is Liu Xiang. How does it do advertisements? How does it put Nike's industry essence into sports shoes? Readers think, what is Nike's sportsmanship? JustDoIt, what is plated into Chinese?

How do people do advertisements? They are carefully considered.

Multinational enterprises in China basically do not need Chinese advertising companies, nor do they need to do so. Chinese do not know how to advertise.

As long as you ask a manager why he wants to advertise, he will say that he is famous for his business.

This is all wrong, advertising is to fight the spirit, a certain spirit.

Sports equipment must be sportsmanlike.

How did Nike succeed? Its advertising was fantastic.

First of all, let's look at the attitude of our Chinese towards sports. We are a very contradictory nation. When it comes to sports, we are arrogant and self abased.

What is arrogant? We are so great. We are proud of winning 51 gold medals in Beijing Olympic Games.

I can tell you that even if we get 51 gold medals, the European and American countries have never really regarded us as sports giants. Why?

We can play table tennis and badminton, but we can't run or jump with others. So when it comes to track and field competitions, we feel a little inferiority complex. This complex and contradictory mentality is constantly intertwined in our hearts, arrogant and self abased.

Well, Nike saw that we were arrogant and self abased. It's wonderful. We'll get you an advertisement and poke you three times.

The advertisement comes out of two characters: law.

Law 1, you Chinese (Asian) people can not, muscle no explosive force, so can not get the sprint champion.

Chinese people are not very happy when they listen to them. Who says? I have explosive power. I fight with others and have a lot of explosive power and run very fast.

As soon as we finished, the law two came out again, and China (Asia) could not do so without the courage to win.

We listened to the more unhappy, who said? We have the courage to win.

Before we finish, the law three is coming out again. You Chinese (Asian) people will not be able to be a sprinter.

At this time, the Chinese could not carry it.

The advertisement then says, "the law is used to be broken".

The Chinese are happy, yes, yes, that's right.

As a result, Liu Xiang managed to win the title of the 110 meter hurdle.

What is the slogan of Nike? To play its potential, Liu Xiang's success is indeed a manifestation of our Chinese potential.

Nike conveyed the spirit of the industry's essence to consumers through advertising.

As a matter of fact, Liu Xiang became a "fallen brother" later. Actually, I particularly hate Liu Xiang.

My man neither loved the mountains nor loved the water. It was hard for my friend to send me a ticket to watch Liu Xiang's match. Suddenly, when the news came, people were left behind, and I was the biggest victim.

Let's take a look at Lining. Lining is very interesting. Lining's shoes are Qu Ying's spokesperson. Qu Ying is a famous model, not an athlete.

But Qu Ying is very famous. She can play a well-known role in the product. The only thing she can't do is exercise spirit, because she is not an athlete.

To find a person who can play a well-known product but can not play the spirit of sports as an image spokesperson, what will it be? As a result, Lining's sales fall down in 1999.

When sales fell down, the problem was the spirit of sport.

Who do you want to find another person who matches him? Lining.

Why do I dare to speak Lining? Because he is also my student, but he is much cleverer than I am.

I still remember when I was in the EMBA class in Peking University in 2003, he stood beside me for a long time. I didn't remember that he was Lining, because Lining was in my mind the handsome, beautiful and good figure.

How do I say that? It's not the way Lining looks.

Lining is a little bald now. He has a little stomach like me, and doesn't match the image I imagined, but he is still more handsome than me.

So by 2003, Lining had figured out the way to find Li Tie as the spokesman.

Who is Li Tie football star Li Tie?

What is Lining's sportsmanship? Everything is possible.

I don't know why. After Li Tie joined the Premier League, he failed to perform well. I don't think everything is going to be the same. So Lining didn't feel like finding Li Tie as spokesperson.

Then, in 2006, Lining found another NBA star O'neal, who was nicknamed the shark.

O'neal is so fierce that he is like a shark.

He is really good, basketball is playing very well, but I ask you, do you see O'neal will think of Lining? O'neal is not bad, but he shows the courage and domineering is not Lining's image, Lining is gymnastics, bodybuilders, people are also very beautiful, I said before, when young.

But look at the image spokesperson he's looking for is wrong, so he can't do well.

When China's sporting goods industry has just started, many domestic enterprises are deliberately imitating international famous brands such as Nike and Adidas.

However, this imitation only stays in the marketing way of replying celebrity endorsements, and the result can be imagined that all sports brands are eager to invite stars to be spokesmen, without considering whether the image of the star matches the positioning of the product.

After a large number of "bombing" endorsements, consumers are becoming more and more fatigued, and they appear indifferent to the products endorsed by celebrities.

As the leader of China's sports brand, Lining has been trying to refine his brand spirit. From the earliest "new generation of China's hope" to "leaving it to himself", then to "I exist in sports", "the beauty of sports sharing the world", "excellent, from the true colors", and now to "everything is possible", has been actively exploring, what guidelines should be followed by corporate propaganda?

This is its advertising word, "shock absorption, also look at Lining". How do we see it? If we ask Liu Xianglai to advertise, it must be Liu Xiang running, running, running, running to the finish line, winning the champion, throwing her shoes off the feet and throwing them to the sky with her hands.

No feeling at all.

This is the advertising that our Chinese enterprises do. This is why foreign brand enterprises do not seek advertising companies in China after they enter China.

I would like to advise the advertising industry readers that advertising is a very competitive industry, and it is difficult to survive in this industry.

But as long as you listen to my point of view, you send it.

Why? Because when everyone is playing the product popularity and the reputation of the enterprise through advertising, you find the purpose of advertising through this book is to fight the spirit of the product.

As long as you can think of this step, the entire advertising industry is a virgin land for you.

So what is the most important thing for an entrepreneur to make breakthroughs? Breakthroughs in ideas are the first step, rather than relying on capital, technology and talent.

Then please look at the story of my sports.

What did Adidas and Nike do in advertising? When it comes to Nike, they think of basketball and think of Michael Jordan; when it comes to Adidas, they think of Beckham and think of football.

So when I mention Lining, I think of Li Tie, and I feel nothing.

This advertisement is really interesting. How can we create the spirit of products through advertisements? This is a great effort.