There are roughly two reasons. First, Li Ning's expectation of the rising labor cost 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 rebranding, Li Ning decided to make an appearance in first-tier cities and compete with international brands such as Nike. Another motivation is that in 26 -27, 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 more than 5% of the people aged 35 -4, because young consumers thought that Li Ning was inferior to international brands in the sense of cool fashion. Therefore, the bid change 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 the gymnastics movement "Li Ning Crossing" originally created by Li Ning, and interprets the sports values in the shape of "human". The new brand slogan is "makethechange". It is reported that the old brand will remain 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 in the same period as Li Ning brand were not clear about the concept of trademarks at the beginning of their establishment. Many enterprises' trademarks were only for the sake of giving goods a logo, so the trademark design was rough and the trademark name was obtained at will. Changing the bid 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.

"build an international brand first, and then explore the international market." Li Ning's answer is very concise. It is understood that the vision of Li Ning's internationalization is: the main board of Hong Kong will be listed in 24; Focus on the domestic market from 25 to 28, and prepare for internationalization from 29 to 213; Fully internationalized from 214 to 218. 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 2% of the total sales.