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Reference to "Li Ning" word, people think of Li Ning Sports Goods company flew there athlete Li Ning.
As a former local sports leader, the latter as the outstanding athlete turned entrepreneur beautiful, inevitably became the focus of the spotlight together. Founded 19 years ago, Li Ning company grow and expand, in 1995, China sporting goods industry leader in the new century as against Nike, Adi and other international brands on behalf of the rise of China's national sports brand strength, which to the Chinese enterprises, especially sporting goods company left much to think about and learn from the cases.
Unfortunately, the film is an art, and business enterprise is no different. Enterprises in the development process, and constantly improve and perfect the self, halfway from time to time mistakes, frustration, and surprise, watching the drama of history is important, what we remember and what has changed.
Weakening of Li Ning and the "Li Ning" the link between the brand
2001 4 months, the new CEO Zhang Zhiyong, Li Ning shortly after taking office, hired Gallup to Li Ning did a widespread in the industry?? Comprehensive consumer survey. The survey is said to help Li Ning recognized "the fact has never been seen before." A survey on brand personality in the diagnosis, I shall quote??
Brand's personality is not clear. The eyes of consumers in the real, Li Ning Li Ning brand personality is the image I linked to is the "affinity, ethnic, sports, and honor," Li Ning, the company is not struggling in recent years to create the "Young , the fashion of "brand personality.
The findings also show that consumers "Li Ning" a high degree of brand loyalty, but loyalty caught the worship of Li Ning's that generation, but the fashion of the new generation of chase, "Li Ning" brand is can not fully provide. Then there are many brands professors, have said this comment, weakening the impact of the brand Li Ning individuals, and even Li Ning. It seems that they are adequate, "the young, personality, fashion sports brand, after all, is the most fundamental driving force," while Li Ning no longer belong to this age, he was growing old has. Hai spokesmen insist that they are binary, then the right, in the minds of consumers, Double Star became the old special shoes. Li Ning, I never as a "Li Ning" brand advertising, we would like to operate the company by the market, companies and individuals take the initiative to weaken the impact of brand image.
2008 8 dated 8 thing, it seems to change people's views, in fact not changed, but the new understanding, the views of their own before they are wrong. Night, Li Ning has 106 medals, as the last torchbearer in front of the world's more than 40 million viewers. Air walk circling the week, armed with torches flying towards the "Lucky Cloud", the Beijing Li Ning lighting the Olympic flame. Li Ning's fire myth, the "Li Ning" inject new vitality and brand recognition, and the Golden Age of China, the Olympic event of national pride into the brand, it will be widely recognized by Chinese consumers and love?? China Ning is central to the key markets. Li Ning Li Ning brought this to the strong confidence that Adidas executives grouchy, and swept away several years ago sponsored by the frustration of losing the Olympic Games; Li Ning, I have benefited, the week up more than 100 million worth.
They realize the mistake that I have for the original Li Ning, "Li Ning" brand has enormous value.
Any of a vigorous brand, without exception, the brand has a beautiful story. Brand to brand China a lot of culture, cultural planning to hire companies, fabricating, legend turns on stage, and Li Ning will have a splendid natural, legendary characters and stories, and they even have to weaken!
The sports career gold medal total of 106 (14 world champion) of outstanding athletes, opened the campaign in the history of China was a brilliant time, carrying the revival and the rise of the Chinese people's national feelings and dreams; retired , he a good grasp of the company with the opportunity Jianlibao to "Li Ning" writing a new legend, as "the first Chinese sports brand." Whether in the sports arena, and commercial arena, Li Ning represents the continuous improvement and self-reliance of national ambition, and the interpretation of the "faster, higher, stronger" Olympic spirit.
Outstanding athlete Li Ning attributes embodied spirit, to the "Li Ning" brand awareness, disseminating a positive impact, brilliant, beautiful brand story will enrich "Li Ning" brand of history and cultural connotations, as the latter rare, unique cultural heritage. Li Ning to strengthen the "Li Ning" brand link is not binary type?? Rough way to endorsement by the Li Ning brand, but to Li Ning the "cultural carrier" to tell "Li Ning" spirit, culture and stories. This deep-seated cultural shaping, and Li Ning, the company wants to build a "young, trendy" brand personality, "professional sports" does not contradict the image, it will not conflict, they can coexist in harmony.