Slogans and banners are overwhelming.

Classic advertising words of Li Ning sports shoes

Li Ning's slogan 1: the hope of a new generation in China. This is Li Ning's first advertising slogan. Li Ning's initial positioning is to become a fashion sports brand and an indispensable part of people's lives. Li Ning brand should be friendly, attractive and fashionable. However, this slogan seems to have nothing to do with fashion. As a well-known local brand, Li Ning's slogan is conservative, but it is also timely.

Li Ning's slogan 2: Keep the wonderful for yourself. This slogan is suspected of imitating Nike's "just do it". Some people think that Li Ning imitated Nike at first, no matter from logo or slogan. From this point of view, I think Li Ning is not trying to follow, but Li Ning has not established its own brand positioning differentiation, and "keeping wonderful things for itself" emphasizes individualism, which is in line with the psychology of the target market.

Li Ning's slogan 3: I exercise, I exist.

Li Ning's slogan 4: Enjoy the beautiful world of sports. From here, Li Ning began to determine the positioning of sports brands. 1998, Li Ning took the lead in building the first R&D center for sportswear and footwear design in China. From 65438 to 0999, Li Ning cooperated with sap to launch afs clothing and footwear solutions, becoming the first sporting goods enterprise in China to implement erp. In 2004, Li Ning Company successfully listed on the main board of China United Communications Corporation, becoming the first sporting goods enterprise listed overseas. In 2005, Li Ning Company became an official partner of nba. In 2006, Li Ning Company became the official market partner of atp China. But these two slogans can't be said to be wonderful, and they can't tell whether Li Ning is going high-end or low-end. In fact, Li Ning is still sandwiched between the international high-end and the local low-end.

Li Ning's slogan 5: Excellence comes from true colors. Perhaps because of the embarrassment between high-end and low-end, Li Ning began to want to build a high-end sports brand. This slogan correctly conveys the message that "my product is excellent", but it does not explain why consumers buy Li Ning. Different from "Just Start" and "The Grace of Dripping Water", "A diamond lasts forever, and one will last forever." These slogans are concise, novel, unique and interesting.

Li Ning's slogan 6: Anything is possible! Everything is possible. This is the most widely spread advertisement of Li Ning, which is accompanied by the rapid growth of Li Ning. "Anything is possible" is the wish of athletes, young people and China people! I think it was at this time that Li Ning really found himself and the real call from the heart of consumers. But unfortunately, Li Ning has not kept up with the pace of product innovation, so that the target consumers and actual buyers are seriously misplaced, and the brand is aging, lacking personality and mediocre, and is regarded as a fashion layman by consumers. The attitude of product designers in Li Ning Company is quite simple. They think that good equipment is for serious athletes, and they don't need too many fancy decorations and excessive embellishments. While focusing on professional sports routes, how can Ning brand combine with fashion life without making consumers feel abrupt? How do local sports brands in China, which have been suppressed by western sports symbols for a long time, express brand connotation and eastern cultural tension? How to make a professional sports brand more fashionable and closer to the hearts of young consumers?

Li Ning's slogan 7: Let change happen. After market research and numerous discussions, Li Ning decided to challenge Mr. philip kotler's suggestion-"It will be extremely difficult to change it after determining the positioning." 2010 On June 30th, Li Ning Company held a press conference at Yizhuang production base in Beijing, announcing that its old logo of Li Ning ln, which had been used for many years, was officially replaced with the new logo of "Li Ning Cross Action". At the same time, the new advertisement "make the change" launched by Li Ning Company quickly occupied TV, subway, internet and other media with an irresistible trend, and the lightning font of "Li Ning after 90" impacted consumers' eyes.

Li ning sports shoes advertising copy

This is not to say that I like innovation.

I just don't agree with the same-Dānlín.

Don't always compare me with others-Lola

I only care about competing with myself inch by inch-Isinbayeva

The way you arrange for me always makes me lose my way-Tang Xiao.

You can't find the new world-byron davis along the old map.

Let the change happen.

Li-ning advertisement

One: Excellence comes from its true colors!

Second: I don't like the unconventional DDD· A Bing.

Third: You can't find the new world DDD· baron davis on the old map.

Four: The path you have arranged for me always makes me lose my way, DDD· Tang Xiao.

Five: I exist outdoors!

Six: I only care about competing with myself inch by inch

Seven: The expectation of the new generation in China!

Eighth: don't always compare me with others, DDDlola.

Nine: keep the wonderful for yourself!

X: The outdoor beauty is enjoyed all over the world!

Eleven: I just don't agree with what DDD· Lin Dan said.

Twelve: Anything is possible! Anything is possible.