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Rethinking Lining'S Brand Remolding Predicament

2011/11/26 10:54:00 17

"If you walk slowly, you will get heatstroke; if you walk too fast and sweat, you will catch cold when you get to church."

For deep depression

brand

Reshape the predicament

Lining

It is more appropriate to describe this famous saying in Camus's outsider.

In the latest 2011 Hurun China rich list, Lining, who founded the most famous sporting goods brand in China, fell to 291st place from sixty-fourth last year.

Lining's wealth ranking is a reflection of Li Ning Co's predicament.

In August 2011, Li Ning Co released interim results.

In the six months ended June 30, 2011, Lining's income decreased by 4.8% to 4 billion 289 million yuan, and net profit decreased by 49.5% to 294 million yuan over the same period.

This is the first time Li Ning Co has declined since its listing on the main board of the Hongkong stock exchange in 2004.

And this series of figures seems to be related to a controversial brand remodeling campaign launched by Li Ning Co since June 2010.

In the face of the growing worries of consumer groups, in order to win the core consumer group of the new generation of sports goods, the Li Ning Co revolves around the theme of "post-90s Lining", not only changing the trademark that has been used for 20 years, but also changing the old slogan of "everything is possible", so as to express the determination of "let change happen".

But Li Ning Co CEO Zhang Zhiyong believes that this brand positioning strategy is not wrong, the problem lies in the pformation of creative links, as well as the loss of old customers brought by price increases.

After experiencing the rapid development of the Beijing Olympic cycle, Lining, who has been sitting firmly in the position of the local brand leader for many years, is sporting goods in China in 2009.

market

Its share has surpassed Adidas, second only to Nike.

If this time falls back to third, it is really regrettable.

Something similar to today's Lining is that at the end of the last century, Lining had once made an effort to promote the internationalization of the brand, and the increase in prices led to a reduction in the volume of dealers' orders, leaving room for the rising stars of the Jinjiang department.

What is even more interesting is that Lining's sales decline, as a representative commercial case in China, has attracted the attention of Lang Xianping, a well-known economist in Hongkong. It is believed that Li Ning Co used the wrong model Qu Ying as spokesperson.

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Brand reengineering is a systematic project.

From the perspective of brand endorsement, Lining's current star resources do not match Lining's younger strategy.

Activity 2011 O'neal's Chinese behavior, in the background of NBA's suspension, is it coming with a retired star, or is it a theme of "good-bye and legend"? Is it to buy the hearts of the 70 and the post-80s generation? Or is it a conclusion for the former commercial contract? And Lining's core resources for gymnastics, diving, shooting, badminton, table tennis and other national sports teams reserved for the London Olympic cycle are all specimens of the national system, stable and mature, not to mention Li Na, Liu Xiang, Adidas's Messi and Kaka in front of Nike. It is hard to win the favor of the post-90s, which is more difficult than the extreme sports of Anta's CBA and XTEP. Lining's brand promotion in October

In the use of entertainment stars, Lining's "beauty Inner Shine" women's product line has just signed Lin Chiling as spokesperson in March. But don't forget that Adidas's 2011 global advertisements have been invited to the stars of Katyy Perry (Katy Perry), Angelababy, Chariene Choi and Li Bingbing. Even domestic competitors, Anta has long been involved with Jane Zhang. XTEP's signature Twins and fast women are catching up with fashion.

Regarding the Lining brand, the author made a survey in the classroom to the students who were the main body after 90. Although there is no lack of recognition for the "post-90s" series such as "finding the new continent along the old map", most people still have the impression of Lining's products, such as the national goods, the high price and the old-fashioned style.

For Chinese consumers, especially the younger generation, if they can afford foreign brands, most people will not be willing to spend almost the same price on domestic brands.

This attitude is probably the most realistic problem Lining faced in finding the way out of the dilemma and rebuilding the dilemma.