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 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 the internationalization of the brand. However, due to the lack of opportunity and lack of core competitiveness, Lining's internationalization process was hindered.

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 the eye".

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 with 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 strengthening of their strength, local sports brands began to rise to the ground and erected "gold lettered signboards" towards the whole country, which seemed to be in a state of resistance against Lining.

For example, Anta took advantage of Lining's efforts to create an international image, and won resources such as CBA, CUBA, China Volleyball League and other domestic events, and chanted the slogan "champion China's backbone", nibbling Lining's existing market share.

Although Lining still firmly 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 occupying 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 themes have been changed many times, from the earliest "new generation hope of China" to "InnerShine" and "Anything is Possible". However, the mining of the core value of the brand and the refining of the brand personality have been neglected. In the end, no clear positioning has been found for the brand, and a clear and continuous brand image can not be conveyed, thus giving consumers 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 sandwich zone and is actually 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, expand the space of brand premium, and 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, and 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 colors are red, 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 and the strength of Chinese people.

Lining's slogan also changed from "Anything is Possible" (everything possible) to "Make the change" (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 the new generation of consumer groups. Therefore, "after 90 Lining" has become an important theme in the 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 brand remolding strategy, Lining put forward the brand appeal of "sensitivity, balance, endurance and precision", which fully reflects the Oriental Sports characteristics.

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 can not continue to 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, Lining brand founder Lining's influence in gymnastics has made the characteristics of gymnastics itself integrated into Lining brand.

Lining extracted the characteristics of "sensitive", "balance", "flexibility" and "precision" from 4 Chinese gold medal teams (gymnastics team, badminton team, diving team and shooting team), and used 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" have been adopted by NBA. Lining's pole vaulting spikes for Isinbayeva have adopted many elements such as PEBAX, Cushion and so on.

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 "sport driven fashion".

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

At the time of brand reshaping, Lining implements the matrix management, tries hard to close to "fashion, youth and sports", and introduces the four series of products of sports and fashion.

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.

As the cost of products rose, and at the same time, in order to shorten the price gap with international brands, Lining made three price increases: 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 June 2010, Li Ning Co once again raised the average selling price of footwear products by 7.8%, and clothing products increased 17.9%; in September 2010, Li Ning Co announced that the price of footwear and clothing products increased by 7% and more than 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 demands of "agile, balance, endurance and precision", the brand new four product lines, the new price, and the pformation of marketing terminals, 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 full coverage of traditional media and new media, through the colorful and offline theme interactive activities, in short, we hope that brand remolding can bring new experience to consumers, and 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 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, full of beautiful ideals to the society, 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 awarded Lining's brand points 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, the "disconnect" between "90 Lining" and the core brand appeal of "agile, balance, endurance and precision" is also obvious. It seems that there is still a long way to go for the "post-90s" generation of consumers to better understand the connotation of these brands.

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".

Lining's communication and dialogue with the "post-90s" consumers can not be separated 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 the preset "90's" voice, the column strengthened the interaction between the brand and the young consumers.

In addition, Lining makes full use of the interpersonal communication mechanism of social network, enhances the interactive experience of consumers, and develops 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 brand 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.

"Witnessing Lining's 20th Anniversary Limited Edition Full orange full bow string running shoes" is echoed with the promotion of Lining's official website and Renren's public homepage, so as to fully mobilize the enthusiasm of consumers.

4. continue to "love" sports marketing

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

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

Sports marketing is still one of the marketing methods promoted by Lining. Lining is trying to find sports events that are more consistent with brand characteristics and connotations, 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 realistic problems of the competition environment change and the brand aging trend, after three years of storage and polishing, after market research and 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 of Lining's brand remolding that Lining's development dilemma began 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 in 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, "post-90s Lining" 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 momentum of the advertising campaign of "post-90s Lining" is becoming more and more powerful. Its brand remolding strategy becomes weaker and weaker. 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 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, blindly raising the price of products 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 done far enough, too much emphasis on a key point, so it is easy to ignore it.

For example, "high-end" let Lining focus on the first tier developed cities and begin 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 or even four line cities, and Lining must consider and consider long-term consideration in the process of rebuilding their brands.

(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 preparatory work in the past three years, 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, and 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 will 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.