What Is The Pformation Of Lining'S Clothing Brand?

This article introduces to you that

"Five years of pformation" was officially declared a failure.

Five years after the replacement of "Make The Change" with "all possibilities" became the brand slogan of Li Ning Co, Lining, founder, executive chairman and acting chief executive officer of the company, announced in August 8th that it would restart the slogan of "everything is possible".

This year is the 25th anniversary of Li Ning Co's establishment.

In the eyes of the outside world, the return of brand slogans officially declares the failure of brand pformation in the past five years, but whether or not it can be finished is still unknown.

For the past five years, for Li Ning Co, some are unbearable.

In the meantime, Li Ning Co's performance loss for three consecutive years is a situation that has never been seen since its listing in 2004, which is not related to the brand remolding implemented in 2010.

In June 2010, when the value was set at 20th anniversary, Li Ning Co announced the change of brand slogans and Logo, trying to catch the younger generation of consumers and compete with international brands.

However, what happened later proves that this change has not caught the hearts of young people, but at the same time, it has been separated from the old consumers.

With the overexpansion of industry in 2012, the problem of channel inventory is highlighted.

The industry went into the cold winter.

In order to solve the dilemma, Zhang Zhiyong, the Li Ning Co veteran who led the brand change in July 2012, gave way to TPG partner Kim Kim Chun, who served as executive director and executive vice chairman of the company. At the end of the year, he announced the implementation of a large-scale one-time channel rehabilitation plan, which involved a cost of 1 billion 400 million -18 billion yuan to reduce channel inventory and ease dealer sales pressure, resulting in a huge loss of 1 billion 979 million yuan in that year.

But Jin Zhenjun, who was regarded as the Savior of the Li Ning Co, left Lining last year.

At that time, it was speculated that "the failure of reform to achieve significant results and greater resistance" is the most important reason leading to Jin Zhenjun's departure.

After undergoing major surgery, Lining still struggled with losses.

In 2014, Lining's deficit expanded to 780 million yuan over the previous year.

Now, the founder Lining has gone to the front of the curtain and has taken the "Internet +" as an important way for the company to get out of the difficult position. Not long ago, the joint venture millet launched the cheap intelligent running shoes priced at 199 yuan and 399 yuan.

In the performance note meeting held in March this year, Lining changed the view that he did not favor the sale of electricity suppliers. He clearly stated that the company's current electricity business accounts for about 5% of revenue, and expects to increase the proportion of sales of electronic business from 5% to 25% to 30% in the next two to three years.

Zhang Qing, President of sports marketing, said that the slogan of sports brands is to stimulate their potential in terms of consumer insights. Lining's original slogan is very consistent with the Chinese mentality, which is also an important reason for the widespread spread.

As for the Internet +, this is already a consumer trend. As a brand, it is necessary to comply with the trend, but the final outcome depends on how to do it, after all, with Nike and other international.

Compared with domestic brands, the domestic brands are late.