Can Lining Of T Get Into The Hearts Of Consumers?

Lining's background of brand remolding campaign

(1) the traditional competitive advantage is weakened, and Lining is faced with the dilemma of "wolf" before "tiger".

With the rapid development of China's economy and the rapid development of local sports brands and the continuous influx of international sports brands, China's sporting goods market is becoming more and more popular.

As the "China's first sports brand", Lining is facing the dilemma of the "tiger" after the "tiger". It must face the competition from the international brand, and should also face the "step by step approach" of the domestic sports brand.

The traditional competitive advantage of Lining brand has been weakened. The sales growth of Lining has begun to slow down and the market share has been decreasing year by year.

1. Lining faces strong pressure from international sports brands.

In 1999, Lining put the strategy of "brand internationalization" on the agenda. In order to create a professional image and enhance the level of internationalization, Lining adopted a series of measures to promote brand internationalization. However, due to the lack of opportunity and lack of core competitiveness, Lining's internationalization entered Cheng Shouzu.

At the same time, as an international brand of competitors, Nike and Adidas gradually increased investment in the Chinese market. In 2001~2006, Nike and Adidas basically completed the layout of sales channels in the first tier developed cities, and sales also surpassed Lining, ranking first and second in the Chinese market respectively.

In view of the two or three line market, the international sports brand is also "eyeing", and attracts young consumer groups with low price strategy.

Many international sports brands' "attack the city" poses a huge threat to Lining's leadership in the Chinese market.

In addition, in striving for international sports marketing resources, Lining can not compete with international brands such as Nike and Adidas.

Nike, Adidas, Puma and other first tier brands have long separated the scarce sports marketing resources by means of abundant financial resources. No matter in badminton, track and field, gymnastics or table tennis, Lining's sports marketing resources are very limited.

2. local sports brands continue to nibble on Lining's market share.

Anta, XTEP, PEAK and other brands led the "Jinjiang Gang", using low-cost strategy, many years ploughing the two or three line market.

With the strength of the local sports brand, local sports brands have started to rise and set up the "gold lettered signboard" to the whole country. It seems that they are fighting against Lining.

For example, Anta took advantage of Lining's efforts to create an international image, and won the resources such as CBA, CUBA, China Volleyball League matches and so on. He shouted the slogan "champion China's backbone" and nibbled at Lining's existing market share.

Although Lining still controls the scarce marketing resources such as gymnastics, table tennis and shooting, it is hard to distance himself from other local brands.

In terms of marketing channels, Lining also faces competition from local sports brands.

After taking the two or three tier cities, the Jinjiang Gang took the strategy of "encircling the cities by the countryside" and actively occupied the first tier market.

(two) vague image orientation is hard to get consumers' consistent cognition.

In 2006~2007, Li Ning Co's Market Research Report on consumers showed that there was a certain deviation between the actual consumption group of Lining brand and its target consumer groups. Among them, the actual consumption crowd of 35~40 was over 50%, and most consumers believed that Lining was a "reliable, moderate, trustworthy, positive" brand, but could not tell what Lining's distinctive personality was.

Compared with Lining's "standard" image, the brand personality of Nike and Adidas is very distinct, such as Nike's spirit of "breaking rules and breaking everything", Adidas's heavy temperament and maturity.

In order to cater to the needs of consumers, Lining has been seeking new changes. For example, in the field of brand advertising, Lining's advertising theme has been changed many times, from the earliest "new generation hope of China" to "InnerShine", "Anything is Possible" and so on. However, ignoring the mining of the core value of the brand and refining the brand personality, and ultimately did not find a clear positioning for the brand, unable to convey a clear and continuous brand image, so that consumers have a vague impression of Lining.

Under the attack of international brands and local brands, Lining's internationalization and localization have encountered different degrees of impact and challenge. Lining is in an awkward interlayer and is in the air. In the face of strong domestic and foreign competitors, Lining urgently needs to create a more distinctive brand personality, make a clear distinction with competitors and expand the space of brand premium, so as to get the recognition of the younger generation with the most potential consumption.

It is against this background that Lining made a strategy of "high-end and younger" to break out of the market on the basis of maintaining the existing market and open up the brand remolding campaign.

Two Lining brand reinventing occupation -- Based on the "90 face" theme of "changing face" campaign

In May 2007, Lining began to plan the strategy of brand remolding.

After the 2008 Beijing Olympic Games, Lining ushered in the rising period of the brand.

In June 30, 2010, on the occasion of the 20th anniversary establishment of Lining brand, Lining launched a brand remolding strategy in Beijing, issued a brand new logo and slogan, adjusted the brand DNA, target audience and product positioning accordingly.

The overall design of Lining's brand logo is formed by the pformation of the first capital letter "L" and "N" of the pinyin "LI" and "NING". The main color is red, and the shape is vivid, delicate, beautiful and dynamic, which fully embodies the vitality and enterprising spirit of the sports brand.

In addition to the meaning of L+N, the new logo has two meanings: (1) the shape of the new logo is similar to "Lining cross", which reflects that Li Ning Co and Lining themselves are committed to reform and innovation.

(2) the shape of the new logo is like the word "Ren" in Chinese, which reflects Lining's recognition of Chinese culture and reveals Lining's vision of internationalization.

Lining's slogan also changed from "Anything is Possible" (everything possible) to "Make thechange" (let change happen) to achieve a new breakthrough from "dare to think" to "dare to do".

In order to catch the target consumers of the younger generation with great potential for consumption, Lining proposed a new proposition to create "post-90s Lining".

Lining, who was born in 1990s, is currently facing the problem of brand aging. It is urgent to create a younger and individualized brand image so as to win the recognition of a new generation of consumer groups. "90 after Lining" has become an important theme in brand remolding strategy.

In 2010, Lining launched a campaign of brand communication aimed at young consumer groups around the theme of "post-90s Lining".

(1) the core brand demands that embody Oriental Sports characteristics.

In the strategy of brand remolding, Lining put forward the brand appeal of "sensitivity, balance, endurance and precision".

Nike and Adidas focused on the two major sports of basketball and football respectively, and formed a unique brand image. If Lining wants to achieve brand upgrading, he will not be able to continue the brand positioning of his competitors. He must not ignore his strength and competitors in the same market segment. Lining needs to find another way to find his own brand core value.

Since the 2008 Olympic Games, Lining has mainly attacked the badminton market. In 2009, Lining completed the acquisition of the badminton brand Kaisheng, and Lining's badminton products had absolute advantages in China.

In addition, the influence of Lining, founder of Lining, in gymnastics, has made the characteristics of gymnastics itself integrated into the Lining brand.

Lining extracts the characteristics of "sensitivity", "balance", "flexibility" and "precision" from 4 Chinese gold medal teams (gymnastics team, badminton team, diving team and shooting team), and takes the "sensitivity, balance, endurance and precision" that can accurately reflect Oriental Sports characteristics as a new connotation of Lining brand.

(two) linkage of products, prices and channels boosts Lining's brand upgrading.

1. products: the four major products of sport and fashion.

In order to enhance the core competitiveness of the product, Lining constantly develops high-tech and innovative products.

For example, the "Lining bow" shock absorption technology platform has made China's national badminton "Shuai Shuai" badminton shoes. Professional basketball shoes "flying armour" and "Yu Shuai" are adopted by NBA. Lining's pole vaulting spikes for Isinbayeva have adopted many elements such as PEBAX and Cushion.

A series of product technology innovation, Lining and international brands in the front end of the product short board has been shrinking.

Lining has clearly positioned the product R & D design system as "sports driven fashion".

First of all, do professional sports brand, then do fashion.

At the time of brand remolding, Lining implemented matrix management and made efforts to move closer to fashion, youth and sports. He launched four major sports and fashion products.

2. price: high price strategy molding high end brand image

Lining tried to build high-end brand image with high price strategy.

All along, the price of Lining's products is higher than that of other local sports brands, but compared with the international first-line sports brands, the gap is bigger.

With the increase of product cost, Lining also made three price increases in order to shorten the price gap with international brands. In April 2010, Li Ning Co announced that the price of footwear products increased by 11.1%, and clothing products increased by 7.6%. In 2010 6, Li Ning Co once again raised the average selling price of footwear products by 7.8%, while clothing products increased by 17.9%. In September 2010, Li Ning Co announced that the price of footwear and clothing products increased by 7% and 11% respectively.

(three) launching a marketing campaign with the theme of "post-90s Lining".

The release of brand remolding strategy marks the beginning of Lining's "face changing Tour". From the brand appeal of "agile, balance, endurance and precision", the brand new four product lines, the new price to the pformation of marketing terminal, a series of initiatives are taken to create a brand new image of Lining.

In order to allow new brand image to be recognized and accepted by target consumers, Lining then launched a massive brand communication campaign with the theme of "post-90s Lining".

Through the visual display of posters and products, through the comprehensive coverage of traditional media and new media, through the colorful and offline theme interactive activities, we hope not only that brand remolding can bring new experience to consumers, but also strive to create a new connection with the "90s".

1. the concept of speculation has attracted public attention while increasing traditional media delivery.

The concept of "post-90s Lining" has aroused public concern and heated debate. Meanwhile, Lining has increased the traditional media delivery. Lining has chosen TV advertisements and outdoor advertisements to launch, and at the same time selectively disseminated advertisements to major campuses for accurate dissemination.

Lining's brand remolding campaign has aroused great concern from the society and aroused strong repercussions.

In terms of advertising creativity, Lining always maintained the enthusiasm and vitality of the "post-90s" trait.

Lining refines the best characteristics of "DNA after 90": enthusiasm, positive and upward, good social ideals, and so on. According to the slogan of "MaketheChange", Lining takes "change" as a topic, triggering the participation of consumers.

In order to convey Lining's "cool", fashion and international sense, Lining has been looking for a good and charming young star in the world as a brand spokesperson. With the popularity and reputation of the athletes, he has added points to Lining's brand and expanded the brand's communication power and influence.

Lining chose Lin Dan, Isinbayeva, Lin Chiling and others to endorse different product categories.

Lining's brand connotation is explained through the spirit of successful spokesmen.

However, "90 Lining" and "sensitive, balanced, endurance, precision" core brand appeal is also out of touch. It is obvious that how to make the "post-90s" generation of consumers better understand these brand connotations, seems to have a long way to go.

2., force new media and the "90s" interactive dialogue now

The younger generation of consumers, especially the "post-90s", often have a heavy "network complex".

If Lining wants to realize the communication and dialogue with the "post-90s" consumers, it is inseparable from the new media such as the Internet.

Lining set up a special minisite on the official website to show the voice of the "post-90s" young people. Through the Flash game and preset "post-90s" voice, the column strengthened the interaction between the brand and young consumers.

In addition, Lining makes full use of the interpersonal communication mechanism of social networks to enhance the interactive experience of consumers, and to carry out the deep dissemination of brands and products.

Lining encourages consumers to share their experience with brands and products through a variety of interactive ways such as product matching, new product try out, online competition and offline party.

3. offline activities leading the "90" product visual experience

In order to enhance the brand experience, Lining launched a series of offline activities.

First of all, closely following the product innovation of Lining's brand changing face, it provides strong support for consumers to realize product experience.

For example, the new urban light sports series (UrbanSports) launched by Lining is suitable for both sports and fashion mix.

Secondly, the creative slogan of "365 days, 24 hours, to move and move" makes the needs of young people well implemented in the creativity of products, and Lining fully interprets the idea of "moving to move" in retail stores.

"Witness the activities of Lining's 20th Anniversary Limited Edition Full orange full bow string running shoes", which echoes the promotion of Lining's official website and Renren's public homepage, fully mobilizing the enthusiasm of consumers.

4. continue to "love" sports marketing

Sports marketing has always been Lining's emphasis on marketing.

Although brand remolding is based on the original brand image innovation and upgrading, but its pursuit of professionalism of sports has not changed.

Sports marketing is still one of the marketing methods advocated by Lining. Lining is trying to find sports events that are more consistent with brand characteristics and connotations, so as to interpret the brand new value proposition and win greater social influence.

Three thinking about Lining's brand remolding labor pains

Lining's brand remolding is not a temporary fever. After recognizing the real problems of competition environment change and brand aging trend, after three years of storage and polishing, after market research, after systematic diagnosis, the whole process showed Lining's courage to break the inherent formula and bold innovation. Lining's strategic direction of brand remolding based on the vision and mission of enterprise development is also correct.

However, it is precisely after a series of actions that Lining's brand has reshaped that Lining's development dilemma has begun to appear.

(1) lack of clear and clear brand positioning

One of Lining's goals of brand remolding is to determine its clear brand positioning, but it has not achieved the desired results.

Lining's communication appeal point and the brand core value did not form a good coordination and echo. In the process of Lining's brand remodeling strategy, the most controversial thing is its advertising slogan "Lining after 90".

In the interpretation of Lining and her agency advertising agency, "post-90s Lining" has two meanings. One is the establishment of Lining brand on 1990, and the other two is the enthusiasm, enthusiasm and spirit of young people represented by the 1990s.

However, there is a problem in the implementation of this pformation.

First, Lining did not communicate effectively with consumers to achieve the creative point of "post-90s Lining", which caused misunderstanding and dissatisfaction of "70 after" and "80 generation" consumers.

Second, "Lining after 90" is just part of Lining's brand remolding strategy. Without the effective communication with consumers, "post-90s Lining" is divorced from Lining's pursuit of "internationalization and high-end".

As a result, the more powerful the advertising campaign of "90's Lining" is, the weaker its brand remolding strategy is, and it is easy for consumers to think that Lining's brand remolding strategy is a "snatch war" for the "post-90s".

The original intention of Li Ning Co is to achieve the goal of brand internationalization by raising the price of products and realizing consumers' awareness of the high-end of Lining's brand image.

However, the timing of Lining's choice is not proper. The shaping of brand image is a gradual process. In June 2010, the strategy of brand remolding was launched, and then the strategy of product price raising appeared hasty and hasty.

The product price is built on the basis of product quality and added value. Lining tries to take the high-end line, and must have excellent products, which can provide consumers with "value for money" brand premium experience.

If the basic work is not done well, we will blindly increase the price of products, which will lead to a partial loss of price sensitive consumers. The price gap between the first tier brands such as Lining and Nike and Adidas will be narrowed after the increase in price. Some consumers may choose the international first-line brand that can bring more brand value.

(two) lose the way in the pursuit of multiple goals.

In Lining's brand remolding strategy, its bigger goal is to realize the internationalization, high-end and younger image shaping of the brand. In the actual brand remoulding operation practice, Lining has not done enough.

For example, "high-end" let Lining focus on the first tier developed cities, and began to challenge directly with international brands such as Nike. But young consumers still have huge potential markets not only in the first tier cities, but also in two or three, even four line cities, and Lining must consider the long-term consideration of their brand remodeling.

(three) be eager for success in the process of brand Remoulding

Brand remolding is a long way to go.

Brand remodeling needs to be steady and steady. Even after three years of research and preparation, it is impossible to determine whether the brand remolding can achieve the desired results.

Lining's brand remolding is more of a "willing", and he thinks consumers will buy it. In fact, the demand of today's consumers is very diverse, so it is not easy to grasp.

Brand remolding is not just a replacement of brand logo, but a process of gradual accumulation and continuous progress.

The essence of brand remolding is reshaping the core value of a brand, brand positioning and brand personality.

For Lining, at the level of communication, we should stick to the value core demand of "sensitivity, balance, endurance and precision" to publicize Lining's spiritual connotation and communicate with consumers in a good and continuous way. At the same time, we elaborate the value of Lining brand with quality products.

Lining's brand remolding seems to have been through three years of preparation for preparation, but in practice, he has shown a sense of haste to rush ahead and led to omnidirectional changes in all directions.