In fact, Li Ning's advertising words have been used for many generations, from "the hope of a new generation in China" to "keep the wonderful for yourself" to "I exercise and I exist" and then to "anything is possible" and "let change happen". This is only the self-adjustment and change in the process of enterprise management, and it is a propaganda change to the market and consumers, with the purpose of adapting to the market and catering to consumers. For example, Li Ning's initial advertising slogan "Hope for a New Generation in China" was very in line with the psychology and market environment of consumers at that time, but there was no way to cater to the psychology of younger consumers and adapt to the more competitive market environment.
The transformation of Li Ning Company is not liked by every consumer, but it is based on the judgment of enterprise decision makers themselves and the market in the eyes of decision makers. Their transformation follows a principle, that is, the business philosophy of the enterprise.
Business philosophy refers to the systematic and basic management thought adopted in pursuit of enterprise performance. It is a business philosophy that integrates enterprise interests, customers, competitors, enterprise advantages, self-development, enterprise beliefs and long-term business objectives.
Li Ning's business philosophy can be simply summarized as: 1. Always maintain Li Ning's leading position in China sports brand, further enter the international market, and conduct global layout and competition. From celebrity effect to franchise and monopoly system, to product design and development, we are ahead of our peers' marketing network and excellent management team, and constantly improve the development of Li Ning. 2. Accumulate and enhance the social value of the brand, so that Li Ning's advertising language highlights the development direction of Li Ning's brand sports fashion to a certain extent, and conveys Li Ning's understanding of sports and Li Ning's release and promotion of sports spirit through advertising language, which will drive Li Ning's transformation from a company that simply publicizes the production of sporting goods to a company that conveys positive life beliefs, excellent quality of life and higher market realm. 3. More professional positioning, subdividing products (including football, basketball, tennis, women's sports, cultural leisure, etc.) from various aspects of science and technology. ), integrating oriental elements, Li Ning's characteristics, but willing to change, pursuing the perfect marketing concept of Li Ning's brand specialization. 4. Always keep the spread of Li Ning brand culture, keep the pace of internationalization, and spread Li Ning brand to every sports fan by sponsoring international competitions, excellent athletes and excellent sports. 5. Create brand positioning, create brand connotation of "youth, fashion, friendliness, nationality, sports, charm and dignity", realize accurate market positioning through brand marketing, and further enhance brand image and market share. 6. Improve the core competitiveness of enterprises, and through the integration of strategic decision-making, production creation, marketing, organization and management, enable enterprises to gain the strong ability of continuous competition, and make Li Ning truly become a world-famous sporting goods brand. 7. Enhance the ability of independent innovation and lead the market trend. On the one hand, we should strengthen the R&D team building, constantly develop new products with independent intellectual property rights, and innovate and develop special products to meet the international trend. At the same time, we should get rid of the influence of foreign brands, make more efforts on China elements, continue to develop products with oriental characteristics, and continue to enrich the unique brand connotation of Li Ning products. 8. Establish a scientific endorsement system and pay more attention to consumers, which can not only explain the brand connotation through the struggle of some young athletes, but also expand the spread influence of products through well-known athletes. 9. Create corporate culture, enhance corporate image, promote corporate development, and pave the way for Li Ning culture to go global and influence the world.