2011 Orders Fell 6%&Nbsp; Lining Pformation Pains

March 10th, Li Ning Co Ltd has been in trouble for more than half a year.

Recently, Li Ning Co has used unregistered companies to produce "new mobile" brand products and is suspected of being false.

This is not the trouble.

In the year of "weak crown", Li Ning Co had to face the throes of pformation.

In the past year, it began to brand remodeling, opening up new logo and new slogans, and directly calling Nike, Adidas and other international first-line enterprises in brand positioning.

But in December last year, Li Ning Co announced that in the two quarter of 2011, the order will result: the order amount will be reduced by about 6% compared with the same period in 2010.

"Now is the throes of pain, presumably Lining has made psychological preparations."

Zhu Xiaoming, a famous sports marketing expert and President of Tai Du sports marketing group, commented.

Change the name and throw away the name of "Shanzhai".

In 2010, Li Ning Co set up 20th anniversary.

In June 30th of this year, Lining personally led Li Yongbo, Wang Yifu and other representatives of the five national team athletes who won many gold medals in the world sports events. They issued new signs and new slogans: the former "L" logo was replaced by the "human" shape, and the original idea was taken from Lining's original "Lining cross" gymnastics.

Prof. Chen Gang, director of the school of Journalism and communication and director of the advertising department of Peking University, loves Lining's new logo. "The original logo is like a squirrel tail. It feels a little sleek. After replacement, the lines are more sharp, the shapes are more tough, and they are more vigorous and athletic."

The slogan "anything is possible" is also replaced by "Makethechange".

The slogan of "everything is possible" and related series of advertising videos put forward by Li Ning Co in 2002 have attracted widespread social sympathy and received many acclaim from the industry. However, because of its close proximity to Adidas's "no impossibility" slogan, it has been accused of plagiarism and "Shanzhai".

This time, the slogan change can not be doubted: Li Ning Co wants to figure out the name of "Shanzhai" and set up its own brand culture.

Xu Ruikun, the manager of the Li Ning Co government and the foreign relations department, told reporters that "the original slogans were creative and finally raised earlier than Adidas, so there was no plagiarism at all."

Perhaps it is because the promotion of the other side is more effective and the social awareness is higher that we can leave this impression.

"Replacing the bid is a result of careful consideration, mainly on the active adjustment of the internationalization strategy."

Fang Shiwei, director of Li Ning Co marketing, revealed to the times weekly reporter that he first proposed this proposal to Lining at a fashion conference in France a few years ago.

"Li agreed with him and began to study when he came back."

There are different voices and even great disagreements within Li Ning Co, and different departments have different attitudes.

"The shoe product design department is most willing to accept the Logo change, because Logo can play a structural support role on the upper shoe, and the sales system is most opposed because dealers and users are not worried about it."

At that time, Fang Shiwei faced Zhang Zhiyong, President of the company. "It is not necessary for everyone to decide on the logo, so long as two people decide, Lining and you."

Ultimately, the response came from the market.

Li Ning Co has conducted a questionnaire survey of 10000 users.

"Li finally made a final decision: as long as 30% of the users were in favor of the implementation.

Finally, the survey results show that only 35% of the users are against changing the bid.

Fang Shiwei said, "in this way, the bid can be implemented."