Li Ning's flying red flag was replaced by a general Li Ning cross, also known as the herringbone interpretation of sports values, which conforms to the people-oriented concept advocated by various industries and processes. The flying red flag is quite feminine, while Li Ning's crossing is more powerful. Only by changing "Makethechange" will "everything be possible". From femininity to strength, from "anything is possible" to "Makethechange", Li Ning took the rebranding as the horn and blew a new round of brand reshaping action.
There are two reasons for this. First of all, Li Ning's expectation of rising labor costs in the future, and his judgment on the general trend of consumption upgrading in China market. In order to cope with the changes in the competitive environment, while reshaping the brand, Li Ning decided to make an appearance in first-tier cities and compete with international brands such as Nike. Another motivation is that in 2006 -2007, Li Ning Company's market survey of consumers found that there was a gap between the actual consumers and the target population, and the overall user base was too large, with the population aged 35 -40 exceeding 50%, because young consumers thought that Li Ning was not as cool and fashionable as international brands. Therefore, the rebranding is also based on the consideration of being more suitable for the original target population. How different is the image of Li Ning's new logo from before? Li Ning's new logo abstractly combines Li Ning's original gymnastics movement "Li Ning Crossing" to interpret sports values in the form of "people". The new brand slogan is "makethechange". It is reported that the old brand will be preserved as a classic logo of Li Ning and continue to be used as a production line. It should be said that the domestic clothing enterprises that grew up at the same time as Li Ning brand were not clear about the concept of trademark at the beginning of their establishment. The trademarks of many enterprises are just to give a symbol to the goods, so the trademark design is relatively rough, and the trademark name is taken casually. Rebranding means rethinking and giving up the previous brand and intangible assets, and it also means that the previous investment in the brand is written off. This is enough to prove that enterprises have greater expectations for the future, otherwise it is impossible to make a decision to change the bid. Everyone began to wonder what Li Ning's expectations were. "Build an international brand first, and then explore the international market." Li Ning's answer is very concise. It is understood that Li Ning's vision of internationalization is: the main board of Hong Kong will be listed in 2004; Focus on the domestic market in 2005-2008 and prepare for internationalization in 2009-2065 438+03; 20 14 -20 18 is fully internationalized. Li Ning hopes that in the future, Li Ning will become the top five brand companies in the world. By then, Li Ning's international market share will account for more than 20% of the total sales. What's more, in 2009, the sales volume of Li Ning brand in China market surpassed that of its rival Adidas. Previously, its main market was in second-and third-tier cities.