Lining: The Bottleneck Of Chinese Style Brand

2011 fiscal year second quarter Lining The order of brand products will be over, and the order quantity of clothing products and shoes products will drop by more than 7% and 8% respectively. Not only are Lining, Anta, Kappa, and 361 sports brands slowing down this year, but the way to increase sales through opening stores has become more and more difficult. The growth pattern based on demographic dividend is weak. It seems that the primary mode of the spread of store expansion has come to an end.

To communicate with consumers deeply, to integrate products and brands into the life of consumers becomes a part of them, and to lead their lives is the advanced realm of brand communication, and also the outlet of clothing brands in post competition era. Where is Lining's problem? Wearing Lining's clothing is a very embarrassing thing (a common fault in domestic clothes), which is the image of Lining in a large part of the mind at present. Lest he should have any relationship with the brand, much of this is due to the lack of communication between Lining in recent years. The purchase of Lining's products in the 90s of last century can be done without any reason, because Lining did not engage in marketing communication. Lining's brand image is the same as Lining's image movement in China. Now people who don't buy Lining brand have absolutely no reason to buy it, because Lining's marketing communication has promoted Lining's brand to a large list of people who definitely don't buy it.

Lining's brand image. Lining is a brand born with a gold spoon. Lining's brand awareness and reputation have been brilliant since its birth. In recent years, Lining has spared no effort to expand the scope of endorsement sponsorship and increase product publicity efforts. But sponsoring celebrity endorsement ads can spread effectively. Sports products and equipment not only sell products, brand image is not only to let people know your trademark, understand your product is so simple. In the Lining era, Lining himself was the soul of Lining, representing a Chinese spirit. This is the same from both communication and perception. When Lining himself retired to the second line of the company, and the company deliberately reduced the influence of Lining on the company in publicity, until now, Lining is the Lining who lost his soul. The soul of a brand dominates the whole brand image. The spread of sponsorship, endorsement, advertising, publicity and so on, without soul is a single soldier operation. What Lining needs is to grasp the essence of the industry and the essence of communication, so as to find the overall brand strategy and find the soul of the brand and product. Find the soul for the product to the brand.

The changeable Lining. From "everything is possible" to "Oriental Spirit" and then to "make the change", these years have been changing. From the proposition of "everything is possible", but do not know how to deduce, to hold high the banner of Oriental spirit, but can not find the soul of the Eastern spirit. To today's "make the change", the main attack on post-90s is changing. None of them found the soul of a sports brand. All languages, expressions, designs, and communications are fighting against each other. The themes are changeable, and they do not know how to choose. They are unable to control the brand image and consumers are at a loss.

　　 Sports equipment industry What is the essence of it? Selling is not a product, it is a way of life, a life attitude and a life philosophy. What is the essence of brand image communication? It is communication, integration into a way of life, and become the spokesman of its concept. What is the nature of users' choice of brands? Choose brands and products that are consistent with my temperament, my thoughts and my personality. Do you know who your customers are? What are their hobbies? What are their thoughts? What do they like to do? What do they like to say? How do you communicate with them? Chinese brand It will only struggle with the brand. bottleneck 。