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Let Changes Take Place "&Nbsp"; After 90, Lining Scrambled For The Hearts Of The New Generation Of Consumers.

2010/7/24 12:40:00 31

"First sight of new

Logo

At that time, I felt more depressed than anyone else, but when I saw the new product, my eyes lit up again.

In July 7th, a "lemon" (Lining fan name) left a message on Lining's official website.

After changing the bid, this kind of disappointment is mixed with some anticipation and entanglement, which is quite representative among its fans.

A week ago,

Lining

The company announced the brand Logo and new slogan.

Lining brand used the new slogan "Make the Change (let change happen") instead of the original "Anything is possible (anything is possible)".

The new Logo comes from Lining's original "Lining crossover" action, and the "people" type is used to interpret sports values.

Li Ning Co's move away from the suspicion that it has always been similar to Nike logo and similar to Adidas slogan is more important than that it hopes to rebuild its brand image in the new generation of consumers.

At the press conference, Lining, who was greying at the temples, explained to everyone the brand connotation of "sportsmanship" to rebuild the brand: "sport is not a losing and winning relationship, it is a process of pursuing dreams and a process of self realization."

Li Ning Co's target consumer group is a 13 year old ~26 year old youth. As a 20 year old enterprise, it is the most loyal sporting goods brand in China.

Today, the new generation of ~26 year old young people, aged 13, are different from those young people 20 years ago: they are a generation growing up in the Internet age, standing at the forefront of the trend, more dynamic, more focused on quality and more international.

They seem to love Nike and Adidas more.

Consumer

The change is the most important reason for this brand remolding.

At the door of the brand remodeling conference, Li Ning Co deliberately set up several characters of "post-90s Lining". The surface meaning means that the company was founded in 1990, and the other deeper meaning is pointing to its core target consumer group, "after 90".

Another reason is that the sporting goods industry grew by 30% in 2008, but the growth rate in 2009 was only 11%, which is estimated to be around 15% this year.

The pace of growth has slowed sharply, and competition has become particularly fierce.

Zhang Zhiyong, Li Ning Co's CEO, felt the pressure: "the driving force of China's sporting goods market was mainly driven by distribution, that is, to open stores.

Now the store is almost open, and the next competition is product and brand innovation.

This is not just a question of Li Ning Co.

Consumers are changing rapidly, and fierce competition among enterprises has brought ample choices to consumers. Customer loyalty is more difficult than ever.

Under such circumstances, it is an unavoidable problem for Li Ning Co to seize the hearts of the new generation of consumers and let them see and love themselves in numerous choices.