With the sports apparel market in our country for nearly 10 years of development, the brand management of such goods has become increasingly important. In particular, some brands recently frequent problems, more likely to cause the media hot, such as sportswear business Li Ning brand. However, after the hot discussion, we should think more about the brand remodeling of Li Ning from the point of view of enterprise development. This is the real benefit to the development of our brand and should we be highly concerned about. After all, Li Ning brand development over the past year has been hovering or even decline, this is not the industry hope to see. As a brand manager and researcher who has been engaged in brand management for a long time, we would like to think deeply about the reshaping of the Li-Ning brand from the following points in the hope of attracting more relevant industry operators and people concerned about the brand building in China. Li Ning brand reshaping the key is how to understand the characteristics of the "90" and its relationship with the building Today, Li Ning brand reshaping is the best answer to internal and external environmental changes, but the brand reshaping is not for the logo, slogan to find a simple carrier, more The extreme instantaneous characteristics of the carrier can not be used as the direction of the brand remodeling. In the past year, "Li Ning after 90s" was greatly disoriented by the illusion of "90s." What a pity is that it is a pity that they do not buy it or buy it. Li Ning brand problem what is wrong? "After 90" is undoubtedly the core of Li Ning remodeling, all kinds of appeals in the "90" splendid words. No matter whether the method is desirable, in the "90 after" praise, Li Ning brand there are three errors: First, 90 is only the embodiment of extreme personality. As a derivative of the post-80s, the connotation of the post-90s evolution is exactly the same as that of the former. It is no more than an exaggeration of extremism as an example of one of its features, with the exception of individual gods as the spokespersons of this group. Li Ning brand will also play this to its fullest, only appeared on the T stage after the image is indeed very tired after 90, in their dialogue with Lindane, Isinbayeva, Balang Davis bizarre, the audience finally know, "I really do not understand 90 ...". This is the brand remixer imagined out of 90, not real life after 90. Today's popular post-90s description is nothing more than the following: "Curiosity strong, skilled; confident and fragile, sensitive and selfish; Occasionally to some weird hobbies, but also special assembly; Needless to say personality, but also denied others, But all this is particularly emptiness on the brand remodeling.However, how to live a positive, positive 90 post-90 characteristics, so that the reality of the 90 feel the possibility of imitation, which is not in the brand building in Li Ning Good performance .Second, the lack of brand core appeal.Linning most new series of ads, the most stress is "Make the Change", "you do not understand the 90 after", "Li Ning after 90", etc., but What can change? 90 after what exactly? 90 Li Ning and what? Did not answer, as flat thunder, before and after no implicated, inside and outside no meaning. Compare opponents, Nike in the face of the rebellious generation in the 70s , Did not hesitate to start weaving fitness culture and build sportsmanship, the brand loyalty evolved into a new faith, create "secular religion." In the face of aggressive Nike, 90's adidas Vibration brand on the road, the performance of natural, peaceful, convergent and real, a touch of "A make your own B." Today's Li Ning is also a turning point in the development of the brand, should not just be rude to tell consumers to "do Out of change ", but should be clear about your new brand spirit, tell the object how to change and change what .Third, in the contrast" injury "in highlighting" 90. "Someone refuted" Li Ning after 90 "begged the" child "lost I think there are two fallacies: one is the maverick 90 after the "I", that "which Lao Zi are playing young over, 90 after the pain of youth, 'I have experienced, there will be resonance.' Compared with the youthful romantic life of their fathers, who dare to say the same thing and have the possibility of resonance; secondly, in most families, it is estimated that not many people will fight for a sports brand. Today is "Lao Zi" Favorite, Tomorrow must be the "son" of the first choice, under the conflict, more likely is a smile, choose to change the brand.Based on the above analysis, first of all, we advocate the "90" as a spiritual appeal. For example, Nike was born in the 70s. In the face of even the most rebellious generation, it did not launch "the 70s" in a big way. Instead, it carried out a vigorous and creative God-making movement in the 1980s and set a lifelong goal with Jordan in 1984. Who became the number one communicator of "Just do it." For decades, Nike created the myth of the brand and succeeded in creating secular religions and made God. Looking back at Li Ning, a big ambitious aspiring brand should not be limited to Small market segments, Li Ning, a lack of a god, the lack of a god to adolescents worship of course, more importantly, that God mouth that phrase, allowing consumers to be worshiped in worship. Second, we must face embarrassment , The pursuit of the most extensive sympathy in the football, basketball, tennis and other sports projects can lead to consumer fashion, Li Ning no absolute advantage; weak growth in the domestic first-tier cities, second and third tier markets suffered domestic and foreign brands sinking; abandoning a mature and solid Middle-aged groups, with little effect from the stove; raised prices, shouting ten years to create the slogan of the world's top 5 brands and Chinese sports brands, but can not be thrown Great contribution to the development of domestic brands in the low-end market. This is Li Ning's embarrassment, so we stress the importance of providing worship is to unite as many people as possible, to communicate with the brand and resonate with idols in order to resolve the spiritual foundation of embarrassment and to calibrate all marketing strategies The direction of Again brand remodeling to start from the brand concept of publicity. Li Ning remodeling is not an overnight success, we think that "after 90" is to reshape the brand's core. In response to the status quo, Li Ning urgently needs to make adjustments in two aspects: First, in the change of creative ideas and performance, from "Everything is possible" to "Make the change", Li Ning envisions the inheritance of brand connotation, but the object of appeal is from After the main 70, 80 supplemented to the whole 90 as the core of the fracture. Therefore, "dare to change" left in the consumer full of doubts, may not be a good direction for development. Whether it is a movement to create God or a purely ideological appeal, the key is to become the spiritual leader of the target group. Perhaps even "dare to wear" to the "90 after" unlimited autonomy at the same time, more able to resonate. Second, the other measures to guard against errors, once to dominate the domestic Li Ning in the early stages of brand reshaping, that is, ushered in the end of last year, winter, and even evaporated in two days the market value of nearly 5 billion. Among them, the channel is particularly prominent, Li Ning store to shop in the form of the sixth generation of new stores and rectification, directly with Nike, Ady launched melee. Integration of poor performance stores, restructuring the distribution system, through the single store sales revenue to promote performance growth in mind. However, it turns out that this law failed to yield results. In addition, there is a premium pain in the premium, the connotation of the new brand has not yet fully mature, rashly price increases, the result can only trap consumers in an awkward position, so that the brand on top of the name of injustice. After the pain, perhaps Li Ning should now continue to strengthen the leading position in the second and third tier markets, occupy a favorable position in the process of urbanization, with some resources to promote overseas market expansion. The pain in brand reshaping is not terrible, and it is even inevitable to go through it. "90 after" is not the starting point of Li Ning, but not the end, so Li Ning with ambition should no longer rigidly adhere to the apparent "after 90", but should dig deep into the spirit of the times to become a religious worship, that is, only the spirit of the brand or Brand image in line with the pursuit of the idol consumers, then having such a product will become their spiritual dependence. Today's Apple products are like that. Li Ning brand only in this way, its international dream can be achieved as soon as possible.
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