Take The Road Of Brand Remodeling

In 1988, after retiring, Lining chose the business road and set up a clothing company.

In April 1990, the "Lining brand" trademark was registered, and the company was formally established in May.

This is the starting point for Lining.

Towards glory.

After its listing in Hongkong in June 2004, it maintained a sustained high growth rate until 2010.

At the 2008 Beijing Olympic Games, Lining, the torch bearer of the opening ceremony, lit the torch and also brought the Li Ning Co to its peak.

Soon, Lining's products were sold out at Xidan store in Beijing, and the shares rose sharply on the 3 trading day after the opening ceremony.

There are still worries behind the glory.

In the eyes of consumers, the brand of Lining was closely linked to the image of "winning the sport for the country". The company also deliberately used "honor and struggle" to arouse consumers' sympathy.

The loyal consumers of Lining's brand are mostly admirers of Lining.

For the new generation of young people, the attractiveness of "Lining" is gradually losing. At the same time, with the old faithful consumers, the new generation emphasizes self character rather than collectivism, which makes Lining clothing feel the crisis.

So Lining decided to wear clothes.

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Before the formal launch of the new Logo and slogan, the company went through 4 years of preparation, and conducted in-depth market research and analysis.

In July 1, 2010, Li Ning Co began to use new brand labels and slogans.

The new LOGO is called "Lining cross action", and the slogan is replaced by "Make The Change".

"Misunderstanding" leads to failure

Undoubtedly, in the process of development, enterprises are faced with market upgrading and relocation of target consumer groups, which will inevitably trigger the need for brand renewal so as to make the target consumers feel a sense of belonging.

The brand itself has the function of group separation. Under the background of product homogeneity, it is necessary to rebuild the brand and highlight the brand's unique consumption proposition, so as to enhance the brand's ranking in the consumer's mind and promote its purchase decision.

In 2010, Lining's reshaping brand action should have started from the initiative, and then everyone was happy. But looking back from the moment, the effect is not satisfactory.

Perhaps some friends seem to have been misunderstood.

First of all, the "post-90s Lining" made the consumers born before 1990 hurt and felt that they were ignored by Lining.

Borrowing a popular phrase "too exciting!" so excited that Lining lost a group of past loyal customers.

Then, another "misunderstanding" of the company lost the post-90s consumers.

After being questioned, CEO Zhang Zhiyong once clarified that "the concept of post-90s itself is originality rather than brand positioning."

This gives the impression of young consumers: "the original so-called" please us "is just a concept, they are not ready to really do......

Therefore, the new generation consumers who want to win through activities have not arrived.

Consumers vote with their feet and vote in the hands of distributors.

At the end of 2010, the number of orders for Lining's clothing products and shoes products dropped by more than 7% and 8% respectively in the second quarter of next year, and the total amount of orders decreased by about 6%.

In December 20, 2012, Lining's shares plunged 15.80%, creating the biggest one-day drop since 2004, and the company's market value evaporated nearly 3 billion 500 million Hong Kong dollars a day.

In sharp contrast, another sportswear brand Hongxing Erke, the order of the spring and summer orders will be 849 million yuan, an increase of 24.9% over the same period.

It can be seen that Lining's embarrassment is not due to the slump in the industry. Perhaps the failure of brand remolding is the main reason for his frustration.

Lining's clothing official gave the original meaning of "post-90s": the meaning of the Li Ning Co was established in 1990, second, it reflected the company's desire to understand the needs of the new generation, and the willingness to pay attention to communication and change.

If the former loyal consumers think that "Lining advertising means they care only for young consumer groups", while 90% of consumers think that "advertising is just a concept for merchants to hype", in a sense, it can not be regarded as "Misreading" or "consumer misreading of Lining". It can only be said that the Li Ning Co itself has not done enough in brand promotion, positioning and promotion.

Consumers are the parents of enterprises. Their will is not pferred by the will of the enterprise.

Three strategies to rebuild brand

Logo change is the most common means of brand remolding, but in fact, the improvement of product technology and management level is the key to brand remodeling.

If everything is possible to come back again, what can Lining do to reduce the risk of brand remolding and play its effectiveness? I have three suggestions:

1, we should identify the core of the brand.

"The brand is actually the helpless choice under the condition of high information cost". The choice of brand is sometimes the guarantee of good quality, and it is a kind of trust.

Lining's previous success lies in grasping the trust of consumers to Lining, a former world champion and a Chinese gymnast prince.

It should be said that the biggest core resource of Lining's clothing is not the annual income growth rate of more than 20% and nearly 1 billion profit, but the popularity and high reputation of Lining brand.

If Lining's personality and charisma form the "core value" of Li Ning Co and his products, what is the core of the brand in the future and in the future? What is the brand "ultimate separation" from other competitors.

Therefore, in the reshaping of the road, the most important and core task should be to find the core and accurate positioning of the "Lining" brand, rather than repeatedly shouting slogans.

2, the product has strong support.

Brand positioning is only the first step in brand communication, and product support at the micro level is very important.

Efforts to cultivate consumer loyalty enterprises should focus more on the products that consumers love.

When choosing products, Chinese consumers attach much more importance to the practical functions of products than the perceptual ones.

With the increase of the number of alternative brands, consumers will inevitably consider more brands when considering various product categories.

Consumers' loyalty to specific brands is weakening. This will encourage enterprises to concentrate more on strengthening brand connotation, and overcome the tendency of consumers to be promoted or only pay attention to price without caring about brand by differentiating product utility.

In addition to maintaining good product quality, Lining, a garment industry, will also have strong support for brand remodeling by strengthening style and function.

Objectively speaking, Lining really works.

For example, in November 08, Lining Sports Science Research Center was set up to improve the quality, science and rationality of products.

Only by constantly developing products that satisfy consumers can the evergreen trees grow.

3, multi brand area grid

When we mention a brand, we often think of something. For example, Zara represents fast fashion and LV represents luxury.

The same is true for clothing. If only functional appeals are used, consumers will choose Anta or 360 degrees; if they want to take the international route, consumers will buy Nike or ADI.

Compared with the domestic rising stars, it is not cheap enough, and foreign high-end brands lack enough brand premium capability, so Lining looks embarrassed.

Perhaps it is a solution to lock in different consumers with multiple brands. After all, few brands can "eat" all consumers with a brand other than individual brands (such as Coca-Cola).

It is worth noting that Lining does not lack relevant resources.

According to the official introduction, in addition to its own core brand Lining (LI-NING), the company also owns three brands such as LOTTO, AIGLE and Z-DO.

Maybe Lining should invest more resources in other brands.

The difference between brands is obvious. It is better to attract customers with different brands with different brands. It may be better to catch all customers with a brand.

Whether it is a new brand or a reshaping brand, it is always a kingly way to reflect the true value of the customer and let the brand have some consumer favorite characteristics.