Starting from 1997, based on the analysis of the market demand of sporting goods in China, Li Ning Company realized the huge consumption potential among young people, and decided to change the brand design style from a single popularization to a "fashionable, young and personalized" city brand. During this period, Li Ning Company believes that development determines the market. In the advertisements of this period, Li Ning Company used the advertising slogans of "Keep the wonderful things for yourself", "I exercise and I exist" and "New Monsoon Movement".
In 2000, before the Sydney Olympic Games, Li Ning Company launched a slogan featuring world champion and gymnast Li. The slogan was "Excellence comes from true colors". In 200 1 year, Li Ning Company launched a series of Li Ning golf products, hoping to shape the brand image of the high-end market. In the same year, Li Ning Co., Ltd. cooperated with an advertising company to shoot an advertising film in Paris, showing a French girl gymnast wearing Li Ning's gymnastics suit with the slogan "Enjoy the beauty of world sports".
On June 30th, 20 10, Li Ning Co., Ltd. made a high-profile announcement on its brand remolding strategy, issued a brand-new logo and slogan, and made corresponding adjustments to brand DNA, target population and product positioning to create "Li Ning after 1990s". The new slogan of Li Ning Company is "Make The Change", and the new brand logo abstracts the initial "Li Ning Crossing" action of Li Ning Company. 20 10 rebranding, target
The slogan was changed to "make a change"
In this change, the most concerned is the change of Li Ning's classic logo and slogan.
Li Ning announced the brand's new logo and slogan "Make a change". "from
The brand-new manifesto embodies the evolution from daring to thinking, encourages everyone to dare to change and break through, and is a call to a new generation of creators. "The head of the brand of Li Ning Company said.
In addition, the new logo of Li Ning brand not only inherits the visual assets of classic LN, but also abstracts Li Ning's original "Li Ning Crossing" action, and interprets sports values in the form of "people". The person in charge of the brand of Li Ning Company explained: "Everyone is encouraged to express themselves and realize themselves through exercise. The new logo has cleaner lines, tougher contours, and more dynamic and powerful. "
According to reports, the original logo of Li Ning brand and the famous brand slogan "Anything is possible" will not quit the stage, but as a classic brand asset, there will be appropriate application planning.
Li Ning's "rebranding" plan was launched ahead of schedule.
At this conference, Li Ning Company not only released brand-new logos and slogans, but also made corresponding adjustments to brand DNA, target population, product positioning, brand connotation and development system.
According to the data, when the brand rebranding is completed, the image of the terminal channel corresponding to the Li Ning brand is already the "sixth generation". In China market, Li Ning is the most loyal brand of sporting goods.
In 2006-2007, the market survey report of Li Ning Company on consumers showed that there was a certain deviation between the actual consumers of Li Ning brand and the target consumers, that is, the overall population was too large, and the population aged nearly 35-40 exceeded 50%.
On the other hand, consumers, especially young consumers, have a high evaluation of Li Ning's brand, such as "positive", "potential", "China characteristics" and "recognition", while the characteristics of "cool", "fashion" and "international sense" are slightly inferior to those of international brands.
This prompted Li Ning to study the issue of brand remodeling and started the brand remodeling project. In May, 2007, Li Ning Company began to contact external partners to discuss the rebranding.
It is reported that after the name change, Li Ning brand will be officially exposed in first-tier cities to compete with international brands such as Nike. In 2009, Li Ning brand has surpassed its former competitor Adidas in China market.
20 10 Brand Reengineering, International
I. Internationalization from the inside out
The beginning of the rebranding strategy marks that Li Ning's brand is one step closer to self-setting.
In 2004, after successfully listing on the main board of the Hong Kong Stock Exchange, Li Ning re-planned the company's development goals: from 2005 to 2008, focusing on the domestic market, and striving to break through the attack inside and outside the local market; 2009-20 13 is the preparation stage for internationalization, focusing on strengthening internationalization capabilities; 20 14-20 18 is an all-round internationalization stage.
"By then, Li Ning is expected to become the top five sports brand companies in the world, and its international market share will account for more than 20% of total sales." Zhang Zhiyong said.
In order to complete this layout, Li Ning showed great patience. In fact, as early as 1999, Li Ning began to contact the international market and made its debut at the ISPO Sporting Goods Expo.
Subsequently, in terms of expanding the international market, Li Ning Company appeared to be far-sighted, and did not take the "impatient and aggressive" approach to maximize market interests, but adopted the safe way of "building international brands first, and then exploring the international market".
"Build an international brand first, and then explore the international market. This practice is different from the low-price dumping method of some enterprises. We hope to increase the added value of the brand first. " Zhang Zhiyong believes that before going abroad, we must form our own core competitiveness in product innovation and brand marketing.
For example, in June 2008, 5438+065438+ 10, Li Ning officially established the "Li Ning Sports Science Research Center" at the company headquarters, which consists of sports biomechanics laboratory, shoe machine testing laboratory and foot shape and shoe last research laboratory. Its completion also marks that Li Ning has truly entered the international advanced ranks in the field of sports science research.
Among them, Biomechanics Laboratory is the first biomechanics laboratory established in China to improve the scientific and technological content of sports equipment. Equipped with the world's top test equipment, from the transportation power to the resilience of rubber (22,350,235.00,65,438+0.06%) and the grip ability of shoes. Special research has been carried out here.
According to the research results of the laboratory, Li Ning's shoes surpass competitors in many aspects, such as elasticity and grip.
Li Ning Company's "Li Ninggong" damping technology platform is a good example. The design of "Li Ning Bow" is inspired by Zhao Zhouqiao, the crystallization of ancient architecture in China, and has been applied to running, basketball, tennis and other professional categories. It is the technical patent of Li Ning Company and the concentrated presentation of its shoemaking technology.
For another example, badminton, one of Li Ning's fist products, is also an international leader in professionalism. Taking the broken rate of products as an example, in order to provide excellent products, Li Ning organized more than 3,000 people to try badminton and tested it from all angles.
"What is our current breakage rate, and the industry average index is a few percent!" Hong Yuru, general manager of indoor sports division of Li Ning Company, said that in the field of badminton, this is an unparalleled indicator.
All these have cultivated clear and obvious competitiveness for Li Ning, and continuously narrowed the shortcomings in the front end of products compared with international brands, laying a solid foundation for Li Ning's comprehensive international market promotion.
Second, Li Ning's tentacles tentatively extended to the international market.
At the same time, Li Ning's tentacles have been tentatively spreading to the international market, and under the internal training of the back end, the front and rear wheels of its international chariot have been formed.
For example, on June 5438+ 10, 2008, Li Ning Company established a design R&D center in Oregon, USA, as the front stop for Li Ning brand to enter the American market. 20 10 1, Li Ning opened its first store in the same place, selling "China Kung Fu" series and other special products. In Southeast Asia, badminton products and equipment of Li Ning brand are very popular.
Compared with the steady step-by-step marketing, the international momentum of Li Ning brand is more noticeable.
The stunning appearance of the 2008 Beijing Olympic Games can be regarded as the climax of the atmosphere, but in this case, Li Ning has been deeply involved in this field for many years. For example, Li Ning is the partner of the national basketball teams of Spain and Argentina, and the partner of the Spanish and Swedish delegations in the 2008 Beijing Olympic Games; Two-time Olympic champion, three-time IAAF female athlete of the year, and Russian female athlete Ye Linna who broke the world record 26 times. Isinbayeva and O 'Neill are the spokesmen of Li Ning brand. Professional Tennis Players Association (ATP) is also a long-term partner of Li Ning.
Relevant persons of Li Ning Company said that the biggest achievement of this brand name change was to take the lead in completing the "brand root" problem that China Company has been difficult to solve. It is reported that "sensitivity, balance, endurance and accuracy" will become the characteristics of Li Ning brand.
"These are things that no one can take away from us, and they can also make the Li Ning brand obviously different from other international brands." Zhang Zhiyong said.
With the exposure of these characteristics, Li Ning also hopes that the outside world can feel a unique "smart humor" of Li Ning brand. What exactly is a brand? Brand is the cornerstone of the survival and development of enterprises in the market competition, and it is the core competitiveness that enterprises need to maintain for a long time. Building a famous brand is the dream of every enterprise.
According to the latest survey report of the World Sporting Goods Federation, "China already owns more than 65% of the world's sporting goods production share" and "China's sports shoes production reaches 80% of the world's annual output", but according to incomplete statistics, domestic enterprises occupy more than 80% of the local market. However, brand experts point out that today's China is only a big producer of sporting goods in the world, not a brand power.
After market experience in recent years, national sports brands have been catching up, constantly improving their professional attributes, and at the same time blowing the horn of a comprehensive "counterattack" to challenge the high-end market that Nike and Adidas have "occupied" for many years. Among them, the outstanding performance of "Li Ning" brand in recent two years deserves attention. Some people say that the connotation of a brand can be seen through an advertising language. Advertising language is the crystallization of continuous accumulation and perfection of Li Ning brand 15 years. Li Ning brand has gradually accumulated its unique connotation.
"Step by step to win"
"The hope of a new generation in China"
"Keep the wonderful for yourself"
"I exercise, I exist"
"Enjoy the beauty of world sports."
"Excellence comes from true colors"
"Anything is possible"
"Make a change" and let the change happen. Qu Ying and Shao Bing are the spokesmen of their early brand image.
Damon jones, O 'Neill.
Guo Jingjing, YanZi, Isinbayeva and Wade and Evan Turner in Li Ning brand.
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.
Aigre (aigre)
A well-known outdoor leisure brand in France, which originated from 1853, specializes in providing functional leisure jackets and fashion rubber boots with a sense of fashion design, taking navigation and equestrian activities as inspiration sources, fully embodying the outdoor leisure lifestyle of the French nation. In Europe, 65% outdoor athletes have bought and experienced AIGLE products.
AIGLE comes from the meaning of "eagle" in French, which means a natural messenger who overlooks the earth and flies freely. Pay attention to the sense of balance and harmony between urban and outdoor life, and respect the will of human beings to return to nature.
Double happiness brand (DHS)
Founded in 1959, the famous brand of sporting goods covers sportswear and all kinds of sports equipment. Since 1950s, it has been providing competition equipment for table tennis and weightlifting at home and abroad. In 2008, Shuangxi was a supplier of table tennis, weightlifting and badminton for the Beijing Olympic Games.
In the field of table tennis, double happiness is particularly prominent. With leading research and development technology and excellent product performance, it has become the oldest, most famous and most popular table tennis brand.
Le Tu Brand (Lotto)
1973 is a classic sports brand founded in Italy. The word Lotto comes from the surname of the founder Caberlotto. The two overlapping diamonds in the trademark represent high-tech R&D and innovative design concepts, and reflect the early passion for football and tennis and the natural love for sports in the lottery. After nearly 40 years of development, lottery has become the largest sports brand in Italy and one of the top sports brands in Europe.
In March, 2009, Lotto Leggenda (Le Tu Classic), which is fashionable, best-selling in Europe, has both taste and sex appeal, entered China and devoted itself to the classic design and sportsmanship. Inspired by generate, it will bring passionate sports fashion experience to consumers in China.
Xindong brand (Z-DO)
Li Ning's sports brand, aiming at the low-end market and focusing on hypermarket channels, has been widely favored by the market for its high-quality products and affordable prices since it entered the market in April 2007.
Kaisheng brand (KASON)
Li Ning's sports brand Kaisheng Sporting Goods Co., Ltd. was founded in 199 1. The brand name comes from the sportsmanship of winning the championship courageously, which means that badminton players in China are waving their winning rackets, making great strides and being invincible.
Great changes have taken place in the international sporting goods market, and the trend of leisure products and sports products is very obvious. Another objective fact that must be seen is that the consumption of sporting goods in China is far from mature. Most people buy sporting goods not only for the needs of sports, but also for the utilitarian purchase of more than 40% people in China.
How should Li Ning choose the brand development strategy? According to the needs of the existing consumer groups, adjust the company's brand strategy from the aspects of product design and development, advertising, etc., and then adjust the marketing strategy and business strategy, or guide the market demand by designing and developing excellent products and shaping a strong brand culture?
Ordinary boys and girls appear in ordinary roads, overpasses, open spaces, rooftops and hutongs. There is no professional sports ground, no audience and no applause. They are running, playing football, basketball and badminton ... Everything seems normal ... They are all dressed in Li Ning's clothes, and their eyes show endless concentration and intoxication in sports-they seem to forget everything around them. Clothes hanging in the yard, standing on both sides to play tennis; Draw a white circle on the iron gate in the alley, and it becomes a blue board; In the room, a child simply turned off the button of the light with a standard blue throwing action ... Finally, the voice-over sounded: "Anything is possible if you want."
This is the scene presented in Li Ningxin's advertisement. Compared with its previous advertising themes ("I exercise and I exist", "the beauty of sports is enjoyed by the world" and "Excellence comes from the true colors"), "everything is possible!" (Everything is possible! The positioning of Li Ning brand is much more accurate. In front of young and energetic people, external restrictions are futile, everything has just begun, and everything can be created from scratch. "Everything is possible!" . It strongly implies a value commitment to the audience with vivid and sensible pictures: owning Li Ning brand products is not only a daily necessities, but also a quality of life and a realm of life.