Why did Li Ning change its logo?

There are roughly two reasons. The first is Li Ning’s expectation of rising labor costs in the future and its judgment on the general trend of consumption upgrading in the Chinese market. In order to cope with changes in the competitive environment, while rebranding, Li Ning decided to appear in first-tier cities and compete head-on with international brands such as Nike. Another motivation is that from 2006 to 2007, Li Ning's consumer market survey found that there was a gap between actual consumers and the target group. The overall user group was relatively large, with more than 50% of the population aged 35 to 40 years old. Because young consumers believe that Li Ning is inferior to international brands in terms of cool fashion and international sense. Therefore, the label change is also based on the consideration of being more suitable for the original target group.

How different is the image of Li Ning’s new logo from the previous one? Li Ning's new logo abstractly combines the "Li Ning Cross", a gymnastics movement originally created by Li Ning, and uses the "human" shape to interpret sports values. The new brand slogan is "make the change". It is reported that the old brand will be retained as Li Ning’s classic logo and continue to be used as a production line.

It should be said that domestic clothing companies that grew up at the same time as the Li Ning brand did not have a clear concept of trademarks when they were first established. Many companies’ trademarks are just to give their products a logo, so trademark design It is relatively rough, and the trademark name is obtained very casually. Changing the brand means rethinking and abandoning the previous brand and intangible assets, and it also means writing off the previous investment in the brand.

This is enough to prove that the company has greater expectations for the future, otherwise it would be impossible to make a decision to change the bid. Everyone began to wonder what Li Ning's expectations were?

"Build an international brand first, and then develop the international market." Li Ning's answer was simple. It is understood that Li Ning's vision for the internationalization of several steps is: listing on the Hong Kong main board in 2004; focusing on the domestic market from 2005 to 2008, preparing for internationalization from 2009 to 2013; and comprehensive internationalization from 2014 to 2018. Li Ning Company hopes that Li Ning can become one of the top five brand companies in the world in the future, and by then, Li Ning's international market share will account for more than 20% of total sales. What's more worth mentioning is that in 2009, the sales of the Li Ning brand in the Chinese market surpassed that of its rival Adidas. Previously, its main market was in second- and third-tier cities.