Li Ning, whose temples were already showing, calmly faced the media: "I am not a celebrity idol, I am just an entrepreneur and a businessman with more than ten years of business history. How to describe me? Success, I think, I am a very lucky person. Many people around me have always been selfless to help me and the LiNing brand. "Compared with commercial competition, gymnastics competitions have no physical contact and no direct confrontation. What every athlete has to do is work hard to make himself more perfect. Li Ning said that he has been working hard to instill this concept into the development of "Li Ning" company.
Let changes happen
At the "Li Ning" company headquarters in Tongzhou, Beijing, the old trademark that looks like a fiery red fox tail has been removed from the shelves in shopping malls across the country. "LiNing brand clothes and shoes have become the history of LiNing's development over the past 20 years. They have been replaced by a new logo abstracted from the "Li-Ning Cross" movement, an original technique made famous by the Prince of Gymnastics. The new logo is not too different from the previous one, but it has become an outpost to interpret the new culture of the LiNing brand - with the values ????of "people" and "change" as the core connotation, the sudden change of the brand's lock-in time is exactly the response to the constant hesitation of the outside world. "With such fierce competition among sports brands, how can LiNing stand out among many brands?" is the best response to similar voices.
In 2010, the LiNing brand was founded 20 years ago, and its performance in the Chinese market has just surpassed Adidas and is closing in on Nike. The founder Li Ning, the former high-spirited gymnastics prince, is already a middle-aged man who is close to his destiny. Of all the Chinese companies striving to build global brands, apparel brands may be the most challenging. The reason is that the secret to winning lies not in low-cost, large-scale manufacturing advantages, but in imaginative design, unique and distinctive brand personality, and irreducible brand history. As the purchasing power of Chinese consumers increases and their tastes change, they are rapidly embracing international fashion brands that were previously out of reach. This is nothing short of a nightmare for many Chinese apparel and sporting goods manufacturers. Now, Chinese players are using various methods to try to make up for this lesson. The list of these practitioners includes: Li Ning, Ordos, Metersbonwe, Jiangnan Buyi, etc. They may reshape their brand DNA and make it closely related to Chinese culture; they may recruit international famous designers to improve their design capabilities; they may actively learn a complete set of brand building solutions from design to promotion from their overseas counterparts; or they may simply go abroad. Open a store. Although they cannot be called completely successful yet, they are worthy of praise - this is nothing less than an uprising in China's local fashion industry.
After catching up with Adidas and approaching Nike in the Chinese market, Li Ning finally decided to change its logo and reshape its brand. He hopes that LiNing can become the leader of China's sports brand market in 2018 and firmly rank among the top five sports brands in the world. This is no simple task.
In fact, as early as October 2008, Chief Marketing Officer Swaei had already started designing a new logo. What seems to be a very complicated decision now actually originated from a few simple ideas. First, the internal debate at LiNing about "sports with fashion, or fashion with sports" has been settled, and the positioning of "sports" must be conveyed A very strong message, telling the market "I want to change"; the second is to be "more dynamic and modern"; the third is to reflect "sport"; the fourth is more specific, "the original Logo does not have enough support on the shoes" good". After the final logo was designed, the company conducted an internal survey, which showed that 90% of employees supported the change. LiNing's original slogan "Anything is possible" is often criticized for being too similar to Adidas's "Nothing is impossible". There is also a logo that is suspected of "plagiarism" and is somewhat similar to the Nike logo. Now Li Ning has decided to get rid of them, be brave enough to seek change, and speed up the process of internationalization.
Internationalization from the inside out
The beginning of the rebranding strategy heralds a solid step forward for the LiNing brand and its self-setting.
Six years ago, after LiNing was successfully listed on the main board of the Hong Kong Stock Exchange, it re-planned the company's development goals: from 2005 to 2008, focus on the domestic market. Striving to break out of internal and external pressures in the local market: 2009 to 2013 is the internationalization preparation stage, focusing on strengthening international capabilities; 2014 to 2018 is the comprehensive internationalization stage. In order to complete this layout, Li Ning showed great patience. In terms of expanding the international market, the company appears to be very far-sighted: it not only restrains the "impatient advancement" that maximizes market interests alone. And it has adopted a prudent approach of “building an international brand first, then exploring the international market” for expansion. This approach is different from the low-price dumping method of some companies. Before truly going global, it enhances the added value of the brand and forms its own core competitiveness in terms of product innovation and brand marketing.
Sports marketing has always been the strategic idea of ??"Li Ning" company to build a professional brand. Since the 1992 Barcelona Olympics, "Li-Ning" has sponsored Chinese sports delegations at every Olympic Games. Since then, "Li-Ning" has begun to sponsor foreign teams and started its own internationalization process. From the Chinese national gymnastics team to the later table tennis team and now to the national team sporting goods sponsor in badminton, diving and other sports, the spokespersons range from CBA stars to top NBA stars, the Spanish national men’s basketball team, Argentina Sponsorship of the national men's basketball team uniforms... LiNing has been advancing, breaking through, and changing at his own pace. From domestic to international, LiNing is gradually becoming stronger and bigger. The Beijing Olympics has pushed LiNing to a new level. LiNing's goal of going global is advancing little by little, and its internationalization strategy is also being deduced in an orderly manner.
In January 2008, "Li-Ning" established a design and R&D center in Oregon, USA. In November of the same year, Li-Ning officially launched the "Li-Ning Sports Science Research Center" in the company's headquarters, with a sports biomechanics department. Laboratory, shoe mechanical testing laboratory and foot and shoe last research laboratory. The completion of the two also marks that LiNing has truly entered the international advanced ranks in the field of sports science research. "Don't be China's Nike, be the world's LiNing." This is a slogan put forward by Li Ning and widely circulated within the company. He has his own unique analysis of internationalization: "There are two types of internationalization. One is simply exporting products or simply entering the markets of other countries. This is the internationalization of 'Made in China'; the other is to do internationalization. Brand, this is the internationalization of 'Created in China'. As a Chinese brand, we certainly hope that LiNing can become a world brand. We have had such a dream from the beginning, so it seems that internationalization is what we have always wanted. Do what you have always done.”
The post-90s direction of brand becoming cool
After 20 years of exploration and struggle, “Li Ning” has grown from a newly established company. The best sports brand in China today. As a post-90s generation ("Li-Ning" company was founded in 1990), "Li-Ning" company now clearly understands that the company's biggest core resources are not the annual revenue growth rate of 25.4%, the annual profit of 945 million yuan, and not the 7,249 retail stores. and annual revenue of 8.387 billion yuan, but the LiNing brand has wide visibility and high reputation. When consumers buy LiNing, they are essentially paying for the Li-Ning spirit. On the court, the peak of 1984 and the dejection of 1988, the reality of drama and the drama in reality, have created LiNing's epic brand charm, and have left a deep imprint on the youthful journey of those born in the 1970s. In fact, LiNing is naturally close to those born in the 1970s.
Some people say that it is the "LiNing of the post-70s generation", and the sales data fully proves this: the post-70s generation aged 35 to 40 accounts for more than 50% of the total consumer population. In this case, "LiNing of the post-70s generation" can handle the needs of people born in the 90s and 90s. After?
"What do you think is cool? Lin Dan is playing
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