Brand building of Li Ning Sporting Goods Co., Ltd.

At the beginning of the business, Li Ning's advertising slogan was "The hope of China's new generation." After adjusting its product positioning to "surround the cities from rural areas", Li Ning launched a more "pragmatic" advertising slogan "Win every step of the way" ”, Li Ning Company even launched the slogan “Li Ning Everything is Possible” to further interpret the brand concept.

Since 1997, Li Ning Company has analyzed the demand of China’s sporting goods market and understood In this period, Li Ning Company believed that development determines the market. In advertisements, Li Ning Company successively used "Keep the wonderful things to yourself", "I exercise, I exist" and "Monsoon New Movement" as its advertising slogans.

In 2000, Li Ning Company launched it before the Sydney Olympics. The advertising slogan features world champion and gymnast Li Xiaopeng, and is accompanied by the slogan "Excellence comes from the true nature". In 2001, Li Ning Company launched the Li Ning Golf series of products, hoping to shape the brand image of the high-end market. In the same year, Li Ning Company collaborated. The advertising company went to Paris to shoot a commercial. The picture showed French girl gymnasts wearing Li-Ning gymnastics uniforms. The slogan was "The beauty of sports is shared in the world."

On June 30, 2010, Li-Ning Co., Ltd. The company announced a high-profile rebranding strategy, released a new logo and slogan, and made corresponding adjustments to the brand DNA, target groups, product positioning, etc., to create "Li Ning after 90s". The new slogan of Li Ning is "Make The Change". The new logo abstracts Li-Ning's original "Li-Ning Cross" action. The goal of the 2010 rebranding is "Make The Change".

In this change, the most popular The focus is on the changes to Li Ning’s classic logo and slogan.

Li Ning unveiled the brand’s new logo and new slogan “Make The Change” on the spot. It embodies the evolution from daring to think and daring to act, and encourages everyone to dare to change and break through. It is a call to the new generation of creators. ” said the brand manager of Li Ning Company.

In addition, the new Li Ning brand logo not only inherits the visual assets of the classic LN, but also abstracts Li Ning’s original “Li Ning Cross” action and interprets it with the “human” shape. Sports values. Li Ning’s brand manager explained: “Everyone is encouraged to express themselves and realize themselves through sports. The new logo has cleaner lines, a tougher silhouette, and is more dynamic and powerful. ”

According to reports, the original Li Ning brand logo and the popular “Everything is possible” brand slogan will not withdraw from the stage, but will be regarded as classic brand assets with appropriate application plans.

Li Ning's "brand reshaping" plan ahead

At this press conference, in addition to releasing a new logo and slogan, Li Ning also updated its brand DNA, target groups, product positioning, and brand connotation. And the development system has been adjusted accordingly.

According to the data, by the completion of this rebranding, the terminal channel image corresponding to the Li Ning brand is already the "sixth generation" in the Chinese market. The sporting goods brand with the highest consumer loyalty.

In 2006-2007, Li Ning Company’s consumer market survey report showed that the actual consumer groups of Li Ning brand have deviated to a certain extent from the target consumer groups. , that is, the overall number is relatively large, with people aged nearly 35-40 years old exceeding 50.

On the other hand, consumers, especially young consumers, have a "positive" and "potential" impression of the Li Ning brand. ", "Chinese characteristics", "identity" and other aspects score very high, while "cool", "fashion", "international sense" and other characteristics are slightly inferior to international brands.

This has prompted Li Ning began to study the topic of rebranding and launched the rebranding project. In May 2007, Li Ning began to contact external partners to discuss rebranding matters.

It is reported that after this rebranding, the Li Ning brand will be officially exposed in first-tier cities and compete head-on with international brands such as Nike. In 2009, the Li Ning brand had surpassed another of its previous competitors, Adidas, in the Chinese market.

2010 Brand Remodeling, International

1. Internationalization from the inside out

The beginning of the brand remodeling strategy heralds the Li Ning brand and its self-design Determined to be one step closer.

After Li Ning was successfully listed on the main board of the Hong Kong Stock Exchange in 2004, it re-planned the company's development goals: from 2005 to 2008, focus on the domestic market and strive to break through from internal and external pressures in the local market; 2009- 2013 is the internationalization preparation stage, focusing on strengthening international capabilities; 2014-2018 is the comprehensive internationalization stage.

"It is expected that Li Ning will become one of 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 Sports Goods Expo.

Subsequently, in terms of expanding the international market, Li Ning Company appeared to be very far-sighted. It did not adopt the "impatient and aggressive" approach to maximize market interests, but adopted the "first build an international brand, and then develop international brands". market” is proceeding in a safe manner.

“Build an international brand first, and then open up the international market. This approach is different from the low-price dumping method of some companies. We hope to increase the added value of the brand first.” Zhang Zhiyong believes that before truly going global, , must form its own core competitiveness in product innovation and brand marketing.

For example, in November 2008, Li Ning officially launched the "Li Ning Sports Science Research Center" in the company's headquarters, which consists of a sports biomechanics laboratory, a shoe machinery testing laboratory, and a foot and shoe last type laboratory. research laboratory. Its completion also marks that Li Ning has truly entered the international advanced ranks in the field of sports scientific research.

Among them, the Biomechanics Laboratory is the first biomechanics laboratory in China established to improve the technological content of sports equipment. It is equipped with the world's top testing equipment, and special research is carried out here on everything from sports mechanics to the resilience of rubber (22350, 235.00, 1.06) and the gripping ability of shoes.

Based on the research results of this laboratory, Li Ning's shoes have surpassed their opponents in many aspects such as resilience and traction.

Li Ning Company’s “Li Ning Bow” shock-absorbing technology platform is a good illustration. The design inspiration of the "Li-Ning Bow" comes from the Zhaozhou Bridge, the crystallization of ancient Chinese architecture. It has been applied to professional categories such as running, basketball, and tennis. It is Li-Ning's technology patent and a concentrated expression of its shoe technology.

For another example, badminton, one of Li Ning's flagship products, is also an international leader in terms of professionalism. Taking the product broken rate as an example, in order to provide excellent products, Li Ning organized more than 3,000 people to try out badminton balls and test them from all angles.

“Our current fragmentation rate is a few tenths of a percent, while the industry average is a few percent!” Hong Yuru, general manager of Li Ning’s Indoor Sports Division, said that in the field of badminton, this is A metric that no one can compete with.

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. This has laid the foundation for Li Ning's comprehensive international market advancement. Solid foundation.

2. Li Ning’s tentacles have tentatively spread to the international market

At the same time, Li Ning’s tentacles have also been tentatively spreading to the international market. In conjunction with the internal strength cultivation at the back end, the formation of The front and rear wheels of its international tank are linked together.

For example, in January 2008, Li Ning Company established a design and R&D center in Oregon, USA, as the front station for the Li Ning brand to enter the US market. In January 2010, Li Ning opened its first specialty store in the same place, selling special products such as the "Chinese Kung Fu" series.

In Southeast Asia, Li-Ning brand badminton products and equipment are even more popular.

Compared with the steady market advancement, the Li Ning brand is even more eye-catching in terms of international momentum.

The stunning appearance at the 2008 Beijing Olympics can be regarded as the climax of the atmosphere, but under this, Li Ning has been deeply engaged in this field for many years. For example, Li-Ning is a partner of the Spanish and Argentinian national basketball teams, and a partner of the Spanish and Swedish delegations in the 2008 Beijing Olympics; two-time Olympic champion, three-time IAAF Female Athlete of the Year winner, and 26-time world record-breaking Russian Female athlete Yelena. Yelena Isinbayeva and Shaquille O'Neal are both spokespersons for the Li-Ning brand; the Association of Professional Tennis Players (ATP) is also a long-term partner of Li-Ning.

Relevant people from Li Ning Company said that the biggest achievement of this brand remodeling is to take the lead in completing the "root of brand" problem that has been difficult to solve among Chinese companies. It is reported that "sensitivity, balance, endurance and precision" will become the characteristics of the Li Ning brand.

“These things that no one can take away from us can also make the Li Ning brand clearly different from other international brands.” Zhang Zhiyong said.

As a manifestation of these characteristics, Li Ning also hopes that the outside world can feel a kind of "smart humor" unique to the Li Ning brand. What exactly is a brand? Brand is the cornerstone for an enterprise to survive and develop in market competition. It is the core competitiveness that enterprises need to maintain for a long time. Creating a resounding brand is the dream of every enterprise.

According to the latest survey report of the World Sporting Goods Federation, "China already has more than 65% of the world's sporting goods production share", "China's sports shoe production has reached 80% of the world's annual output", and according to various reports According to complete statistics, domestic companies account for more than 80% of the local market. However, brand experts pointed out that China today is only a major producer of sporting goods in the world, not a brand power.

After market experience in recent years, national sports brands have been catching up. While constantly improving their professional attributes, they have sounded the clarion call for a comprehensive "counterattack" and launched an attack on the high-end market that Nike and Adidas have "occupied" for many years. challenge. Among them, the outstanding performance of the "Li Ning" brand in the past two years deserves attention. Some people say that the connotation of a brand can be seen through an advertising slogan. The advertising slogan is the result of the continuous accumulation and improvement of the Li Ning brand over the past 15 years. The Li Ning brand has gradually accumulated its unique brand connotation.

"Win step by step"

"The hope of China's new generation"

"Keep the wonderful things to yourself"

"I "Sports, I exist"

"The beauty of sports is shared in the world"

"Excellence comes from true nature"

"Everything is possible"

"make the change", let Qu Ying and Shao Bing serve as their early brand image spokespersons

Damon Jones, O'Neal

Guo Jingjing, Yan Zi, Isimba Yeva, Evan Turner, Wynn Wade Li-NING Brand (LI-NING)

Li-NING Company was founded in 1990. It is a leading company in China's sporting goods industry and the first company to build a domestic sportswear brand. Sportswear and shoe product design and R&D center, the first Chinese sporting goods company to implement ERP and the first to be listed overseas, with the development goal of becoming the world's leading sporting goods brand company. Li Ning is headquartered in Beijing. The Li Ning brand uses "Everything is Possible" as its brand slogan. It is a professional sports brand that truly represents China. It is also the first company to sponsor the Chinese Asian Games/Olympic sports delegation, the first to appear in the American NBA arena, The first Chinese sports brand to sponsor a top foreign sports team is a symbol of the development of China's sporting goods industry entering a new stage.

AIGLE

A well-known French outdoor leisure brand originated in 1853. It specializes in providing functional casual jackets and fashionable rubber boots with fashionable design. Sailing and equestrian activities are sources of inspiration, fully reflecting the outdoor leisure lifestyle of the French nation.

In Europe, 65% of outdoor athletes have purchased and experienced AIGLE products.

AIGLE comes from the French word "eagle", which is a metaphor for the natural messenger who overlooks the earth and soars freely. Pay attention to achieving a sense of balance and harmony between urban and outdoor life, and respect human beings' will to return to nature.

Double Happiness Brand (DHS)

A famous sporting goods brand founded in 1959. Its products cover sportswear, various sports equipment, etc. Since the 1950s, it has been one of the leading sportswear brands in China. Competition equipment is provided for many events such as table tennis and weightlifting. In 2008, Double Happiness was the three major competition equipment supplier for the Beijing Olympic Games: table tennis, weightlifting, and badminton.

In the field of table tennis, Double Happiness's achievements are particularly outstanding. With leading relevant R&D technologies, excellent product performance, and stable leadership in the market, it is the table tennis brand with the longest history, the largest reputation, and the most popular popularity among the public.

LOTTO brand (LOTTO)

A classic sports brand founded in Italy in 1973. The word Lotto comes from the surname of the founder Caberlotto. The two overlapping rhombuses in the trademark represent high-tech research and development and innovative design concepts, reflecting Lotto's passion for football and tennis in the early days of the brand's development, as well as its innate preference for sports. After nearly 40 years of development, Lotto has become the largest local sports brand in Italy and one of the top sports brands in Europe.

In March 2009, Lotto Leggenda, which is positioned as fashionable, best-selling in Europe, and has both taste and sexiness, entered China and is committed to serving Chinese consumers with inspiration inspired by Italian classic design and sportsmanship. Bring a passionate sports fashion experience.

Xindong Brand (Z-DO)

Li Ning’s sports brand targets the mid- to low-end market and focuses on hypermarket channels. Since entering the market in April 2007, it has sold high-quality products and The affordable prices are widely favored by the market.

KASON Brand (KASON)

Li Ning’s sports brand, KASON Sports Goods Co., Ltd. (KASON) was founded in 1991. The brand name comes from the courage to win the championship. The fighting spirit of sportsmanship means that Chinese badminton athletes will wield Kaisheng's rackets, sing triumphant songs, and be invincible.

The international sports product market has undergone major changes, and the trend of leisure sports products and sports-oriented leisure products 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 not just for sports needs. The purchasing behavior of more than 40 Chinese people will also be utilitarian purchasing behavior.

How should Li Ning choose its brand development strategy? Should we adjust the company's brand strategy from product design and development, advertising and other aspects according to the needs of existing consumer groups, and then marketing strategy and business strategy? Or should we design and develop excellent products and create a strong brand culture to guide the market? needs?

Ordinary boys and girls appear on ordinary roads, overpasses, open spaces, rooftops, and alleys. There are no professional sports venues, no audiences, and no cheers. They are running, playing football, and basketball. , playing badminton... Everything seems normal... They are all wearing Li Ning clothes, and their eyes reveal endless concentration and intoxication on sports - they seem to have forgotten everything around them. Clothes were hanging in the courtyard, and they stood on both sides playing tennis; a white circle was drawn on the iron gate in the alley, which became a throwing board; in the house, a child closed the door neatly with a standard throwing movement. Light button... Finally, the voice-over sounded: "As long as you think about it, everything is possible."

This is the scene presented in Li Ning's new commercial. Compared with its previous advertising themes ("I exercise, I exist," "The beauty of sports, enjoyed by the world", "Excellence comes from true nature"), "Anything is possible!" (Anything is possible!) gives Li Ning a brand The positioning is much more precise.

In front of young and energetic people, external restrictions are insignificant. Everything has just begun. Everything can be made from scratch. "Everything is possible!" It uses vivid and perceptible pictures to strongly suggest a value commitment to the audience: owning Li-Ning brand products is not only a daily necessities, but also a quality of life and a realm of life.