Lining Declared: Millet In Chinese Sports Brand

Lining's choice of cooperation with millet is, to a certain extent, likely to indicate that Lining wants to be a millet in the Chinese sports brand.

In August 8, 2015, Li Ning Co welcomed the 25th anniversary celebration and announced that the slogan of the brand was restored to "anything is possible".

Lining's official said, "everything is possible" brand slogan is not only widely accepted, but also fit.

The spirit of the times.

Restarting the slogan of "everything is possible" signifies the strategic pformation of Li Ning Co from sports equipment providers to "Internet + sports life experience" providers.

The worst is over.

In August 13th, the Li Ning Co released its interim results as of June 30, 2015.

During the reporting period, the income of Li Ning Co increased by 16% to 3 billion 641 million yuan compared with the same period last year. The loss of equity holders should be narrowed by nearly 95% to 29 million 410 thousand yuan, while the loss for the same period last year was as high as 586 million yuan.

Mr. Lining, the executive chairman and acting chief executive of Lining brand founder and group, said after the announcement of his performance, he is confident that the annual performance in 2015 will return to profitability.

As a matter of fact, Lining had just experienced a great deal of ups and downs.

With the help of the Olympic Games, the annual sales volume of Li Ning Co is only one step away from 10 billion yuan in 2010.

The Li Ning Co has released new trademark (Logo), brand slogan (slogan) and brand new remolding plan. The goal is to make Lining brand younger and internationalized, and to go to high-end.

However, since 2011, many internal and external factors have mixed up, resulting in a large backlog of Li Ning Co, layoffs, closes and losses.

The Li Ning Co has ended its rapid growth and plunged into the mire of development. Not only did it fail to become a world-class sports brand from China, such as Nike and Adidas, but also the position of its eldest son.

Among them, the confusion of strategic positioning has always been a big problem for Lining.

Since 1990, Lining has been the image of the national team sportswear for a while. It is an international trend for a while, a fashion for a while, and a 90's for a while, and its brand image has been changing.

From the original "China's new generation of hope" to "leaving the wonderful to myself", "I exercise, I exist", "the beauty of sports sharing the world", "excellent, from the true colors", "everything is possible" and so on. Until now, "Make the change (let change happen)", the spark of creativity has blurred the positioning and image of Lining brand, which makes it hard to find a clear main line that runs through all the time.

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The confusion of positioning strategy directly led to the decline of Lining's performance.

As of 2014, Li Ning Co has been losing money for 3 consecutive years, with a total loss of 3 billion 100 million yuan.

However, Li Ning Co now has "good news", with a stop loss of up to 95%.

Insiders said that due to the increasing demand for consumer sports, the promotion of national policies and the success of the Winter Olympic Games and the successful bid of the world cup, the recovery of domestic sports products market is more optimistic, and the rise of sports such as running and cycling will further stimulate the recovery of the market.

Lining will usher in a great opportunity.

Lining embraces "Internet +"

"In the first year of 2015, Li Ning Co entered a new round of development. It welcomed the brand new life and restarted" everything is possible "brand slogan, marking the strategic change of Li Ning Co from sports equipment providers to" Internet + sports life experience "providers.

Li Ning Co's relevant person in charge told reporters.

The official said that based on the new strategy, Li Ning Co will build a digital business platform in products, channels, O2O mode, cross-border cooperation, consumer interaction and the construction of digital business platform.

In fact, this year, before announcing the pformation of "Internet +", Lining once talked about his "Internet +" on many occasions.

Understanding, especially the possibility of combining Li Ning Co with the Internet.

In July of this year, Li Ning Co jointly launched two smart running shoes in Beijing.

These two running shoes add chips to the sole and upload data to the bracelet or smart phone. Users can get professional guidance and tailored service. For Li Ning Co, they can collect runner data, accurately analyze the data provided after the user experience and feedback it to the R & D team in time, which can greatly enhance the pertinence of product research and development, and open the offline experience and online purchase by using the intelligent running shoes selling machine.

Selling mode.

In the sale of intelligent running shoes, Lining first adopted the O2O sales mode of "offline experience online purchase", integrating the electric business into the core business of the company, boldly innovating and boldly constructing new products, new channels and new ways of operation. Based on the existing foundation, he created a new "digital" mode of operation based on Internet efficiency and information efficiency, and created a new Lining experience in this way of operation.

Starting in July 20th, consumers can receive professional guidance at thousands of Lining shops across the country, experience Lining's smart running shoes and place orders, and then send them by electronic business.

After Tmall's debut, the product will be sold by Lining's official website, Tmall Tmall flagship store, Lining Jingdong flagship store and Xiaomi network.

In terms of consumer communication and interaction, taking the "Wade China Travel" sports shoes design competition and the Chinese line suit market as an example, the network has recruited 1000 wonderful design contributions from fans around the world, and achieved the global sale of the award-winning works. This highly interactive fan interactive digital marketing is the perfect landing of Lining's "Internet +" strategy.

In response, Lining said: "the whole industry must break through the bottleneck of homogenization. For this, we have found the direction. This is the" Internet + ". It gives us a lot of imagination. In the era of" Internet + ", traditional industries are not being subverted, but new upgrading.

In the era of "Internet +", the market has changed rapidly, and the production, trading forms, and lifestyle of people have changed dramatically.

The essence of the concept of "Internet +" is the reconfiguration of resources, supply and demand, and supply efficiency.

Return to the origin and start again

According to Yang Yang, chairman and CEO of the view group, the integration of the Internet and traditional industries will generally go through four stages: first, the Internet of marketing, more efficient and more accurate advertising on the Internet; two, the Internet of channels, such as the retail channel moving down from the line to the online by the electricity supplier; three, the Internet of products, such as smart phones, Internet TV, smart home, and so on. Four is the Internet operation of the ongoing operation, which makes the enterprise turn to digitalization and networking.

He has helped hundreds of traditional enterprises to make "Internet +" pformation accordingly.

For the Li Ning Co, the first 3 levels have begun to see results, while the highest level of "operation Internet" is yet to be worked hard, and this is also the best solution to Lining's biggest problem at present, which is actually the biggest pain point of all sports brands and even traditional clothing brands.

In addition, the unclear positioning of the brand is also a big problem for Lining.

Lining brand always makes low-level mistakes in ONE MORE (follow) in refining core value.

Nike advocates "Just do it (want to do it)", Lining advocates "I exist in my sports", Nike advocates "I can (I can)", and Lining advocates "everything is possible" and has the suspicion of "imitation show".

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In fact, Lining never lacks the spirit of innovation and the determination to change.

However, in the course of its development, Lining lacks strategic system thinking and solution to brand positioning, nor does it have the real sense of brand carding and DNA confirmation.

Since 1990, Lining's brand promotion has been spreading for many years. However, it can not find a kind of spirit from a lot of brand communication, a thread that runs through the whole line. Almost no one can tell clearly what the personality of Lining brand is.

In this regard, we can also see from the market survey conducted by Gallup company for Lining.

According to Gallup's survey, there are at least three major problems in Li Ning Co: the target consumers are not clear, the brand is facing the danger of being forgotten, and the brand personality is not distinct.

Consumers think that Lining is just like a familiar friend around them, though they are very kind, but they lack a distinctive personality, which makes it hard for people to remember.

Lining's international brand has led to its separation from high-end and low-end brands.

This time, Lining's choice of cooperation with millet is, to some extent, likely to show that Lining wants to be China.

Li's millet.

If so, then Lining really got the right way.

But Lining is still unable to meet the demand of high-end consumers for personality appeal and technology in sports clothes. This is the problem Lining needs to solve first.

Advertising Master David ogway said: the brand should have simple and clear appeal for the core interests of the brand, and maintain a continuous pmission behavior in order to effectively occupy the minds of consumers and get consumers' favor.

For Lining, whose brand positioning has always been vague and changeable, once the brand positioning is determined, he should concentrate on his work and stick to it.

All marketing and communication activities of enterprises should focus on brand positioning from product research and development, price, packaging, advertising, public relations, sponsorship, spokesperson selection, and market vividness.

Before Lining, there was already a good demonstration.

ZARA, H&M, UNIQLO and other fast fashion brands are good teachers.

Very much like a Internet Co's ZARA with the power of the Internet to make the operation of the enterprise "fast", from design to rack only 12 days, try not to replenish the goods, less money, scarce marketing, not greedy on a single sales volume, terminal sales information timely feedback.

"Fast" enables enterprises to greatly improve market resilience, effectively reduce enterprise's capital occupation, improve product quality, reduce production costs and reduce inventory pressure.