Lining After 90: Shortsighted Brand Remolding

Lining brand

It changed suddenly, became somewhat unprofessional, and became somewhat unnatural.

Today's Lining is somewhat more difficult to read.

It changed suddenly, became somewhat unprofessional, and became somewhat unnatural.

Today's Lining is somewhat more difficult to read.

After its successful listing in Hong Kong, it has developed rapidly and is now able to compete with the international giants Adidas in the Greater China market.

The pcript is impeccable, but the Li Ning Co can't wait for it. In the rush of capital market success and instant benefits, Lining started a hasty brand remodeling.

Camouflaged by international slogans.

After choosing the key brand line of the young consumer group after 90, we launched a massive new brand promotion offensive with "90 Lining" as the brand, trying to gain more market share from the young consumer group to maintain sustained high growth.

From the perspective of marketing, the Li Ning Co's market strategy is impeccable, but it seems to be lacking in strategy and improperly managed in the pformation of market strategy to brand strategy.

The brand developed by the name of a gymnastic Prince and the champion of the world has been promoted and refined for more than 20 years. The spirit of struggle and struggle has become the cultural symbol of the brand.

"Struggle and struggle" as a brand spirit has been closely linked with Lining brand, and has also been firmly engraved in the hearts of brand followers.

Regrettably,

Instead of strengthening this core brand spirit, it has gone against the other direction, trying to weaken the national characteristics of Lining's brand to cater for the fashionable new generation of post-90s.

Choosing "post-90s" as the brand dominant language, subconsciously means abandoning the non 90's group, which is obviously lack of professional and extensive tactical arrangement.

The post-90s planning is a short-sighted performance of the lack of deep insight into the essence of the brand.

Enable

To some extent, Lining violated the brand image.

Lining, who is now Lining after 90 years, what will be 10 years from now?

Will it become Lining after 00?

The fact is that in the 2010 year of Lining released after 90 years, the annual sales growth of Li Ning Co was less than half of that of previous years. After 90, Lining did not achieve the goal of effectively hitting the trendy family.

At the same time, when the target influence is invalid, "90 after Lining" has alienated many loyal followers over 30 years old in the secret accident, because they are publicly ignored, because they are directly hinted: for Lining, you are already old!

After 90 years of careful thinking and repeated argumentation, Lining's brand planning has been forming a collective abandoning effect on the old customer groups who once held up Lining brand but no longer young.

Originally intended to strengthen the influence of Lining brand in the new generation, but the effect of new brand implementation is quite different, loyal to the brand old customer group is opposed to the brand itself unintentional extrusion.

"New Lining" may be a reference plan. Why must we use the dazzling "90"?

What is worse is that after 90 is not destined to remain young forever.

The internationalization of brands does not necessarily weaken the struggle and struggle, and struggle and struggle are also an international spirit.

When a terminally ill athlete is dressed in Lining's costume to compete, he becomes a NBA superstar.

When we go to the finals, we won't feel any discord.

There are many ways to enhance brand innovation through brand promotion.

Today, Lenovo's successful acquisition of IBM's PC business and private enterprises' Geely's annexation of Volvo, a famous auto brand, today we need to re-examine and give enough confidence to our brand.

After 90, Lining's overly straightforward appeals and poor imagination, together with the self binding brand strategy, resulted in short-sighted marketing planning cases, not only the Lining brand, but also the brand.

A follower of Lining and his contemporaries.

Brand marketing is to win people's hearts.

Perhaps,

From beginning to end, the core nature of this brand marketing has not been touched.

Give up 90, win the hearts of people, hope Lining can fly higher and go further!