Li Ning's consumers are older, and the future competition lies in the competition for young consumers. Li Ning is rebranding the brand by changing the label. From symmetrical symbols to asymmetrical symbols, from "everything is possible" to "making changes happen", Li Ning's new logo abstractly combines Li Ning's original gymnastics movement "Li Ning Crossing" and interprets sports values in the form of "people". It is reported that the old brand will still be used as a classic logo of Li Ning and continue to be used as a production line.
Through external research, consumers give feedback on the preference and intuitive feeling of the original logo. Li Ning gives people a positive, potential, China-like, approachable and reliable brand image, but it lags behind in fashion, coolness and international perception, so there will be a method that must be changed.
Brief introduction of Li Ning Company
Li Ning Company, founded in 1990, is a leading enterprise in China's sporting goods industry, the first sporting goods enterprise in China to build a domestic research and development center for sportswear and footwear products, the first enterprise to implement ERP, and the first enterprise to be listed overseas. Its development goal is to become a leading brand company in the world.
Headquartered in Beijing, Li Ning brand takes "anything is possible" as its brand slogan. It is a professional sports brand that truly represents China. It is also the first China sports brand to sponsor the sports delegation of the China Asian Games/Olympic Games, the first to appear in the American NBA and the first to sponsor top foreign sports teams. This indicates that the development of sporting goods industry in China has entered a new stage.