Lining Changed Logo And Changed The Way Of Advertising. The International Brand Still Has A Long Way To Go.

With the rapid development of the European Cup and the coming of the Olympic Games.

The new round of competition in the sports industry brand will also become more intense.

Speaking of sports brand, I can not help but remind me of the "Lining" once the local sports brand industry boss.

But now, "Lining" is not the Lining we know.

Just like Lining's advertisement, "everything is possible!" (Anything is possible). Lining (New) changed the make the change, but it did not necessarily turn out to be better.

In 2004, before the opening of the Athens Olympic Games, Lining's sports brand went to Hong Kong to go public.

Lining will take part in the 2008 Beijing Olympic Games.

Push to the summit.

In the next year, sales in the mainland market exceeded Adidas first.

Lining's performance once occupied the forefront of China's sporting goods industry.

At that time, Lining had settled on the top of the domestic sports brand, so he turned his eyes to the international market.

Taking ADI and Nike as their catching up goals.

So at this time, Lining's top executives came up with a brand development path that violates consumer cognition.

The core value of Lining brand is not very clear in the minds of consumers, and the existing consumer groups do not quite agree with the brand recognition of Lining brand and the brand positioning that Li Ning Co is trying to shape. Some of the brand attributes consumers recognize is that Li Ning Co hopes to weaken its international strategy to achieve its brand.

Too much want to be internationalized quickly makes Lining's brand positioning ambiguous.

According to the research done by Gallup Consulting Co., friendship and national honor are the most prominent brand personality of Lining.

It is not the young, fashionable and internationalized Li Ning Co strives to shape.

Lining's target position is "high-end", "professional" and "internationalized".

And Lining's positioning is "high-end," "junior" and "national brand".

At the same time, the positioning of consumers is "friendly", "honorable" and "national brand".

Moreover, the attribute of "nationality" is deliberately weakened by Lining because of the internationalization of Lining.

Because of unclear brand positioning, Lining's style and brand image also appeared contradictions.

The company has problems in product design, sponsorship activities, image and product advertising, shop opening style and even the choice of image spokesperson. The problem is that the message is not unified and discontinuous, which makes consumers discontiguous with Lining and the brand image is inconsistent.

Lining wants to go the same way as ADI and Nike.

But the high-end is very incomplete, leading to the front is Nike and Adidas, the two largest international giants, behind the unremitting pursuit of Anta, XTEP and other local enterprises challengers.

"If I don't have the money, I'll buy cheaper Anta. If I have money, why not buy an international brand Nike and Adidas?" Lining was embarrassed.

Eager to change from price market to value market.

Lining also made a risky decision: to raise the price to close and international.

The distance.

The price is up, but the style, experience and marketing methods of the product are not synchronized.

For consumers whose customers are mainly concentrated in two or three tier cities and relatively sensitive to price, the price of Lining card will be gone. They will have to turn to Anta, PEAK and other high cost domestic brands.

From 2008 to 2009, Lining's rapid growth accelerated his decline secretly. After realizing this problem, the brand remolding campaign launched by Lining not only failed to solve the problem, but increased the burden.

In 2010, Zhang Zhiyong dominated the Lining brand remolding movement, replaced the LOGO that lasted for twenty years, and changed everything possible to "make zhe change".

Then, Li Ning Co targeted the target consumer group as "post-90s", and began to play the advertising campaign with "post-90s" as the main media in various media.

However, the Li Ning Co ignores the fact that his actual main consumer group or Lining's fans are mostly "70 after" and "post-80s". Lining's campaign has directly triggered the dissatisfaction and resistance of loyal customers.

The result of the campaign ended with a 5.80% year-on-year decline in operating income.

In fact, I feel that Lining is not wrong in seeking change. The wrong way is to use the wrong way.

"Change" should be interpreted as innovation.

But at the same time, we should not forget our minds at the same time.

Adidas stressed Germany's will and quality, Nike emphasized the freedom and dream of the United States.

But Lining emphasized internationalization, but did not highlight the values and culture that assumed the national and national brand positioning, and exported the philosophy of sports.

It is not the shoes that are sold, but the spirit and belief of sports, so as to achieve the core purpose of brand marketing.

Although Lining shouted the slogan of "make it change" after changing the bid, there were few concrete actions in helping athletes to achieve their dreams and achieve their dreams.

This shows that Li Ning Co has not yet formed a systematic brand culture system and principles.

At present, Lining's brand remolding is still a long way to go. I hope they can realize their mistakes in time and carry out reform and innovation.