Lining Announced His Brand Remolding Strategy.

　　 Just like 7 years ago, Lenovo changed its bid to become an international strategy. Yesterday, Li Ning Co Ltd announced its brand remolding strategy and issued a brand new logo and slogan. In fact, not only is Lining, but at present, domestic sports brands are making an effort to expand their international influence. However, to truly gain international recognition is far from being simple.

　　 Lining changed the mark to eliminate imitation suspicion.

Yesterday, Lining adjusted the target audience, product positioning, etc., but the most important concern is brand new logo and slogan. Lining's brand new logo inherits the visual effect of the original LN logo structure, but abstracts Lining's original "Lining cross" action, and interprets the sports values in the form of "human"; the new slogan is "Make The Change". "This is to encourage everyone to dare to change and break through. It is a call to the new generation of creators." Li Ning Co brand leader interprets the new brand slogan. According to the introduction, Lining brand original logo and "everything is possible" brand slogan is not exit stage, but will be used as brand assets, and appropriate application planning.

All along, Lining's logo has been criticized as imitation. Nike And the slogan "Everything is possible" (anything is possible) is also considered. Adidas The "Nothing is impossible" is identical. Xu Yunfeng, a sporting goods analyst, believes that the strategic adjustment made by Lining is motivated by the most essential consideration. First, we must get rid of the suspicion of imitating others when we are committed to making an international brand.

　　 mainland Brands are trying to make their way.

Although China has become the largest market in the world, a brand must go abroad if it wants to grow stronger. Internationalization is the dream of the domestic sports brand.

As early as 1999, Lining participated in the ISPO sporting goods fair to prepare for the European market. In June 2000, Lining beat Adidas to win the equipment sponsorship of the French gymnastic team. Later, he extended his own franchisee in 9 European countries, Spain and Greece. In addition to sponsorship to enhance international visibility, it also entered the international market in July 2008 through the acquisition of Italy famous sports brand Lotto in mainland China for 20 years.

Even so, at present, about 99% of Lining's turnover still comes from the domestic market, and overseas sales contributed only 1% to Lining. This embarrassing data also shows Lining's weakness in the international market. In 2009, Adidas's global sales amounted to 103 billion 800 million yuan, 93 billion 800 million yuan in addition to the Chinese market, and 129 billion 800 million yuan in Nike's global sales, reaching 119 billion 800 million yuan in addition to the Chinese market. Lining's sales income was only 8 billion 387 million yuan.

Marketing expert Li Guangdou commented: "Lining's international route is very difficult." However, there are still people trying to copy. In addition to the brand sponsorship of sports events, last year, Anta also acquired the Italy brand Philippe China's proxy distribution in the foreign market, and XTEP also used Singapore as a stronghold to layout the Southeast Asian market. Domestic brands want to increase their awareness of the region and then radiate the global market.

　　 Internationalization still needs long-term accumulation.

In fact, China's local sports brands are still relying on low price export competitiveness to compete in the international market. Lining also seems to realize that in order to really go out, he must form his core competitiveness in product innovation and brand marketing. First of all, we should create international brands and expand the international market. This approach is different from the low dumping method of some enterprises. We hope to increase the added value of the brand first. " Li Ning Co CEO Zhang Zhiyong said yesterday.

"International competitiveness includes not only international market share, but also international recognition and recognition. Frankly speaking, the breadth and depth of our famous brands in the international high-end market is not enough, and the products lack core competitiveness. It will take a long time to truly have global influence and appeal. " Cong Huping, Professor of Zhejiang Institute of physical education, expressed this feeling.

Industry experts said that if you want to match the international brand products, you must first improve the quality of products, avoid low-end imitation, and increase R & D efforts. The annual R & D expenditure of Adidas and Nike accounts for a large share of the current income. Xu Yunfeng believes that although domestic brands have begun to attach importance to R & D, they are still a drop in the bucket compared with international brands. Data show that the annual R & D cost of a famous domestic sporting goods brand is about 10000000 yuan, while Nike's annual research expenditure is hundreds of millions of dollars.

From the brand point of view, sports brand is a carrier for consumers to display their individuality and their image. The essence of consumer's brand consumption is cultural consumption, which is a consumption of personal psychology. The Chinese sports brand does not seem to grasp the psychological needs of consumers, and does not cultivate the unique national cultural connotation of Chinese sports brands.

Li Guangdou believes that relying on sports sponsorship and celebrity endorsement, it is impossible to have the international momentum and the appeal of the international market. It will only be a flash in the pan or continue to be a follower of the international sports brand. Enhancing the cultural connotation of the brand is also an urgent problem for the local brand.