Branding of Li Ning Sporting Goods Co.

At the beginning of the business, Li Ning's advertising slogan was "The hope of China's new generation. After starting to "surround the city from the countryside" and adjusting its product positioning, Li-Ning launched a more "pragmatic" advertising slogan, "Step by Step", and Li-Ning even launched the slogan "Anything is possible with Li-Ning" to realize the concept of the brand. The slogan "Everything is possible with Li-Ning" realizes a further interpretation of the brand concept.

Beginning in 1997, based on an analysis of the demand for sporting goods in China, Li-Ning recognized the huge consumer potential among young people, and resolved to transform its brand design style from a single popular brand into a "fashionable and youthful" urban brand with personality. During this period, Li-Ning believed that development determines the market. In the advertisements of this period, Li-Ning successively used the slogans of "Keeping the excitement to yourself", "My movement, my existence" and "Monsoon new movement" as its advertising slogans.

In 2000, Li-Ning's advertising campaign before the Sydney Olympics featured world champion gymnast Li Xiaopeng with the tagline "Excellence comes from your own color. 2001, Li-Ning launched its Li-Ning Golf series of products in hopes of shaping the brand's image in the high-end market. In the same year, Li-Ning went to Paris to shoot a commercial with a French girl gymnast wearing Li-Ning's gymnastics uniform, with the tagline "The beauty of sports is enjoyed by the world".

On June 30, 2010, Li-Ning announced its rebranding strategy, releasing a new logo and slogan, and making corresponding adjustments to the brand's DNA, target demographic, and product positioning to create a "post-90s Li-Ning". Li-Ning's new slogan is "Make The Change", and the new logo abstracts Li-Ning's original "Li-Ning Cross" movement. 2010 rebranding, goal

Slogan changes to 'Make The Change'

One of the most talked about changes in the rebranding is the change in Li-Ning's classic logo and slogan.

Li Ning unveiled its new logo and slogan, "Make The Change", at the event. "Stemming from

the new brand manifesto, which embodies the evolution from dare to dare, encourages everyone to dare to seek change and make breakthroughs, and is a call to arms for a new generation of creators." Li Ning company brand responsible person said.

In addition, the new Li-Ning brand logo not only inherited the visual assets of the classic LN, but also abstracted Li-Ning's original "Li-Ning cross" action, but also to the "human" shape to interpret the values of sports. Li-Ning encourages everyone to express themselves and realize themselves through sports," explains the company's brand manager. The new logo has sharper lines, a tougher silhouette, and is more dynamic and powerful."

According to the report, the original logo of Li Ning brand and the popular "anything is possible" brand slogan are not out of the stage, but will be used as classic brand assets, and other appropriate application planning.

Li Ning "rebranding" for a rainy day

In this conference, in addition to the release of a new logo and slogan, Li Ning has made corresponding adjustments to the brand's DNA, target groups, product positioning, brand connotations and development system.

Data shows that, to the completion of this rebranding, the Li Ning brand corresponds to the terminal channel image, is already the "sixth generation". In the Chinese market, Li Ning is currently the sporting goods brand with the highest consumer loyalty.

In 2006-2007, Li-Ning's market research report on consumers showed that the actual consumer population of Li-Ning brand has shifted a bit compared with the target consumer population, i.e., the overall population is older, with more than 50% of the population aged between 35 and 40.

On the other hand, consumers, especially young consumers, on the impression of the Li Ning brand, "positive", "potential", "Chinese characteristics", "recognition" and other aspects scored very high, while "cool", "fashion", "international sense" and other qualities are slightly inferior compared to The international brands scored very high on "identity", while "cool", "fashion" and "internationality" scored slightly lower.

This prompted Li-Ning to start researching the subject of rebranding and launching a rebranding project. in May 2007, Li-Ning began to contact external partners to discuss the rebranding issue.

After the rebranding, Li Ning is said to be officially exposed in first-tier cities, competing head-to-head with international brands such as Nike, which had already overtaken its other rival Adidas in China in 2009.

2010 rebranding, international

I. Internationalization from the inside out

The start of the rebranding strategy signals that the Li-Ning brand is one step closer to its self-set.

In 2004, Li Ning successfully listed on the main board of the Hong Kong Stock Exchange, and then re-planned the company's development goals: from 2005 to 2008, focusing on the domestic market, and striving to break out of the internal and external attack in the local market; from 2009 to 2013 for the internationalization preparatory stage, focusing on strengthening internationalization capabilities; 2014-2018 is the stage of full internationalization.

"By then it is expected that Li Ning will become one of the world's top 5 sports brand companies, when the international market share will account for more than 20 percent of overall sales." Zhang Zhiyong said.

And in order to accomplish this layout, Li Ning has shown great patience. In fact, as early as 1999, Li-Ning began its international market exposure, making its debut at the ISPO sporting goods expo.

Subsequently, in expanding the international market, Li-Ning appeared to be very far-sighted, and did not use the market to maximize the benefits of the "impetuous and adventurous" approach, but rather the use of the "first to build an international brand, and then open up the international market," a prudent way in the The company's business is to develop the international market first.

"First build an international brand, and then open up the international market. This approach is different from the low-priced dumping of some enterprises, we hope to enhance the added value of the brand first." Zhang Zhiyong believes that before really going out, it is necessary to form its own core competitiveness in product innovation and brand marketing.

For example, in November 2008, Li-Ning officially opened the "Li-Ning Sports Science Research Center" in the company's headquarter, which consists of a sports biomechanics laboratory, a shoe mechanical testing laboratory and a research laboratory for footwear and shoe lasts. Its inauguration also marks the real entry of Li Ning into the international advanced ranks in the field of sports science research.

The biomechanics lab is the first biomechanics lab established in China to enhance the scientific content of sports equipment. Here is equipped with the world's top test equipment, large to sports mechanics, as small as rubber (22350,235.00,1.06%) resilience, shoes, such as the ability to grip the ground, here are launched a special study.

And based on the lab's research results, Li-Ning's footwear has surpassed its rivals in many aspects such as resilience and grip.

Li Ning's "Li-Ning Bow" shock-absorbing technology platform is a good illustration. The "Li-Ning Bow" design is inspired by the Zhaozhou Bridge, an ancient Chinese architectural crystallization, and has been applied to running, basketball, tennis and other professional categories, which is Li-Ning's technological patent and a concentrated presentation of its footwear technology.

Another example is badminton, one of Li-Ning's fist products, which is also an international leader in terms of professionalism. To the product broken rate of the indicator, for example, in order to provide a hard product, Li Ning organized more than 3,000 people on the badminton trial, from all angles to test.

"We now have a fragmentation rate of zero percent, while the industry's average indicator for a few percent!" Hong Yuru, general manager of Li Ning's indoor sports division, said that in the badminton field, this is an uncontested indicator.

Such a variety of things, have cultivated a clear and obvious competitiveness for Li Ning, and constantly narrowed the short board in the front end of the product compared with the international brands, which has laid a solid foundation for Li Ning's comprehensive internationalization of the market to promote.

Second, Li-Ning's tentacles have been spreading tentatively to the international market

At the same time, Li-Ning's tentacles have been spreading tentatively to the international market, which, together with its internal cultivation in the back-end, has formed the front and rear wheels of its internationalization chariot.

For example, in January 2008, Li-Ning set up a design and development center in Oregon, the United States, as the brand's entry into the U.S. market, and in January 2010, Li-Ning opened its first store in the same place, to sell "Chinese Kung Fu" series of products and other specialties. In Southeast Asia, Li-Ning's badminton products and equipment have been selling well.

In contrast to its steady market advancement, Li-Ning's internationalization is even more impressive.

The stunning appearance of the 2008 Beijing Olympics can be considered the climax of the atmosphere, but underneath, Li-Ning has already done years of deep plowing in the field. 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 to the 2008 Beijing Olympics; two-time Olympic champion, three-time IAAF Female Athlete of the Year winner, and 26-time world-record-breaking Russian sportswoman Elina. Isinbayeva and Shark O'Neal, both of whom are among the spokespersons for the Li-Ning brand; and the Association of Professional Tennis Players (ATP), a longtime partner of Li-Ning.

Li Ning company sources said, the rebranding of the biggest achievement, is the first to complete the Chinese company has been difficult to solve the "brand root" problem. It is said that "sensitivity, balance, endurance and precision" will become the characteristics of Li-Ning's brand.

"These are the things that no one can take away from us, and they can also make the Li-Ning brand distinct from other international brands," Zhang said. Zhang Zhiyong said.

And as a result of these qualities, Li-Ning also hopes that the outside world can feel a kind of "smart humor" that is unique to the Li-Ning brand. What exactly is a brand? Brand is the cornerstone of survival and development of enterprises in the market competition, is the need for long-term maintenance of the core competitiveness of enterprises, to create a loud brand, is the dream of every enterprise.

According to the latest survey report of the World Federation of Sporting Goods, "China has more than 65% of the world's share of the production of sporting goods," "China's sports shoes production has reached 80% of the world's annual output," and according to incomplete statistics, domestic enterprises occupy more than 80% of the local market. However, brand expert analysis points out that today's China is only the world's sporting goods production power, rather than brand power.

After the market experience in recent years, the national sports brand to catch up, and continue to enhance the professional attributes at the same time, blowing the horn of a comprehensive "counterattack" to Nike and Adidas "entrenched" for many years to challenge the high-end market. Among them, "Li Ning" brand in the past two years of outstanding performance, it is worth paying attention to. It has been said that the connotation of a brand can be seen through an advertising slogan. The slogan is the crystallization of the continuous accumulation and improvement of Li Ning brand in the past 15 years. The Li Ning brand has gradually built up its unique brand connotation.

"Step by step to win"

"The hope of China's new generation"

"Keep the splendor to yourself"

"I am a sportsman, I exist"

"The beauty of sports is enjoyed by the world"

"Excellence comes from true colors"

"Everything is possible"

"make the change", make the change happen Qu Ying, Shao Bing as its early brand image spokesman

Damon Jones, O'Neill

Guo Jingjing, Yan Zi , Isinbayeva, Evan Turner Dwyane Wade LI-NING brand (LI-NING)

Li Ning was founded in 1990, is China's leading sporting goods industry, is the first to build the domestic sportswear and footwear product design R & D centers, the first implementation of ERP, the first overseas listing of China's sporting goods enterprises, to become the world's leading sporting goods brand The company aims to become the world's leading sporting goods brand. Headquartered in Beijing, Li-Ning is a professional sports brand that truly represents China with the slogan "Everything is possible", and is also the first Chinese sports brand to sponsor China's Asian/Olympic Sports Delegation, the first Chinese sports brand to be present in the NBA, and the first Chinese sports brand to sponsor a top sports team from abroad, and is the first Chinese sports brand to enter a new stage in the development of the sports goods industry in China. It is also the first Chinese sports brand to sponsor China's Asian/Olympic sports delegation and the first Chinese sports brand to sponsor a top foreign sports team, symbolizing that the development of China's sporting goods industry has entered a brand new stage.

AIGLE

From 1853, France's well-known outdoor leisure brand, specializing in the provision of fashionable design sense of functionality of the leisure jacket, fashion boots, and maritime and equestrian activities as a source of inspiration, fully reflecting the French nation's outdoor leisure life style. In Europe, 65% of outdoor athletes have purchased and experienced AIGLE products.

AIGLE is derived from the French word for "eagle", which is a metaphor for a natural messenger who overlooks the earth and soars freely. AIGLE emphasizes the balance and harmony between urban and outdoor life, and respects the will of human beings to return to nature.

Red Double Happiness (DHS)

Founded in 1959, Red Double Happiness is a famous brand of sporting goods, with products ranging from sportswear to various types of sports equipment, and has been supplying equipment for domestic and international table tennis and weightlifting competitions since the 1950s, and was the supplier of three major competitions for table tennis, weightlifting, and badminton at the Beijing Olympics in 2008.

In the table tennis field, Red Shuangxi's achievements are particularly outstanding. With its leading R&D technology, excellent product performance and market leadership, it is the table tennis brand with the longest history, the greatest popularity and the most popular among the general public.

LOTTO

A classic sports brand founded in Italy in 1973, the word Lotto is derived from the last name of its founder, Caberlotto. The two overlapping lozenges in the logo represent high-tech research and development and innovative design concepts, reflecting Lotto's passion for soccer and tennis in the early stages of the brand's development, as well as its innate preference for sports. After nearly 40 years of development, Lotto has become the number one local Italian sports brand and one of the top European sports brands.

In March 2009, Lotto Leggenda (Lotto Classic), a fashionable, best-selling European brand with both good taste and sexiness, entered China, and is committed to bringing Chinese consumers a passionate sports and fashion experience inspired by classic Italian design and sportsmanship.

Z-DO (Z-DO)

Li Ning's sports brand, targeting the low-end market, focusing on hypermarket channels, since its entry into the market in April 2007, it has gained popularity in the market with its high-quality products and affordable prices.

KASON

Li Ning's sports brand, KASON Sporting Goods Co., Ltd. (KASON) was founded in 1991, the brand name is derived from the sportsmanship to win the championships, and the courage to fight, implying that the Chinese badminton players, will be waving the KASON racket, Kaisheng high, invincible.

International sports products market has undergone major changes, sporting goods leisure and leisure goods sports trend is very obvious. Another objective fact that must be seen is that China's sporting goods consumption is still far from mature, most people buy sporting goods and not just for sports needs, more than 40% of the Chinese people's purchasing behavior will also be utilitarian purchasing behavior.

How should Li Ning choose its brand development strategy? Is it to adjust the company's brand strategy from product design and development, advertising and other aspects according to the needs of the existing consumer groups, and then marketing strategy, business strategy, or through the design and development of excellent products, shaping a strong brand culture to guide the market demand?

An ordinary boy and girl, appeared in the very common road, flyover, open space, rooftop, hutong, no professional sports venues, no audience, no applause, they are running, playing soccer, basketball, badminton ...... everything seems to be ordinary ... ...They were all dressed in Li-Ning garments, their eyes showing endless concentration and intoxication on sports - they seemed to have forgotten everything around them. In the small yard, clothes are drying, and they stand on either side to play tennis; a white circle on the iron gate in the hutong becomes a blue-throwing board; in the house, a child turns off the light knob with a standard blue-throwing motion dryly ...... At last, the voice outside the painting rings out, "Anything is possible as long as you want it! ".

This is the scenario presented in a new Li Ning commercial. Compared with the themes of the ads it has launched before ("I move and I exist," "The beauty of movement is enjoyed by the world***," and "Excellence comes from true colors"), "Anything is possible!" (Anything is possible!) is a much more accurate positioning of the Li-Ning brand. In front of young, energetic people, the outside world's limitations are all like nothing, everything has just begun, everything can be created from nothing, "Anything is possible!" . It is a vivid and vivid picture, which strongly suggests to the audience a value commitment: to own Li Ning brand products is not only to own a kind of living goods, but also to own a kind of quality of life, a kind of realm of life.