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Li Ning Co Launches "Brand Remodeling" Conference

2010/7/2 9:30:00 38

Yesterday, Li Ning Co held a "brand remodeling" conference, giving us an opportunity to interpret Lining's brand strategy.

What is the specific meaning of Lining's "brand remolding"?

I had to ask Mr. Zhang Zhiyong CEO briefly and roughly. Is the strategy right now?

Nike

ADI fought directly against each other, and he said yes.

Since its establishment and listing, Lining has been giving a steady impression to investors, and the return to investors is relatively stable. (if Lining bought and held in 2004, the return has exceeded 1000%).

But in the brand market, we must say that Lining's situation is a bit awkward.

Generally speaking, Lining is understood as a "less than Nike ADI, higher than".

Anta

The middle brand, which is the main price is 500-800 yuan of the market.

This positioning can be understood in two directions.

In the right direction, if the independent middle market does exist, Lining will not compete with Nike ADI, and will not compete with the Fujian Legion represented by Anta.

But if the middle market is not so clear, that is the opposite. If we want to compete with Nike ADI, we will compete with Anta.

At least for now, Lining is not willing to face the latter situation, which is related to the company's understanding of market changes and consumption upgrading.

Zhang Zhiyong believes that sports clothing consumption to more than 800 yuan this pricing upgrade trend is more obvious, so also forced them directly and Nike.

ADI

Shopping.

In addition, this is also related to their vision. They believe that China's market will breed world-famous brands of sportswear, and we want to seize this opportunity.

But this road is doomed to be uneven.

I think the main obstacles lie in two aspects:

First of all, I do not think there is any problem in the market prospect of Chinese sports apparel, but is it Lining who is most able to seize this opportunity? This is a challenge for Lining's management team.

In the past, Lining's management team gave the impression that he was more robust than "wolf". Compared with the latter, the Fujian Legion was more wolf.

Wolves may not be all, but being more enterprising may be the top of the brand.

The second bigger problem is that if Lining wants to reshape the brand, then consumers will think that Lining is a brand with Nike ADI at the same level.

It can not be said that this is much more difficult than improving the management ability of enterprises, because this means that the brand image of consumers should be zero to Lining now, but where can Lining find such a "reset" switch?

In fact, many enterprises have faced such difficulties before. In the end, they often succeed in another way, that is, multi brand strategy.

For example, TOYOTA made Lexus, Nissan made Infiniti, Honda did Acura, not only successfully cut into another level of market, but also enriched and promoted the connotation of the original brand.

This is a good reference for Lining.