What Are The Contents Of Lining Brand'S Recent Action?

Lining, China, is not valuable "Lining"?

On the theme of "China Lining", Lining's fashion week tour, inspired by the legend of Lining's athlete career, finally ended on the evening of 21. Lining also handed out second answers to the international fashion stage of Paris.

From the background of the old days when the founder made a phone call from the big brother when he was young, and then to the background of the show, Lining himself was the background of the design elements. It was easy to see that the Lining brand, who had experienced the fall from the summit, was returning to the heroic style.

If the New York fashion week in the beginning of the year, Lining's design is still talking about the Chinese culture under the background of 90s.

So this time, the brand will play its own brand completely, reducing the angle of view to the founder itself.

This wave of operation has a familiar sense of familiarity.

Dating back to 1990, Lining sporting goods Co., Ltd. was founded, relying on founder Lining's high degree of nationals and close cooperation with the Chinese Olympic Committee. The company once became a leader in China's sporting goods industry.

Unfortunately, the good times are not long. Under the backdrop of blowout development of sports goods market at home and abroad, the old business has once been on the edge of losing money and closing a large area because of its backward business philosophy, single product design and poor corporate management.

From 2012 to 2014, Lining made a total loss of 3 billion 100 million yuan. Until 2015, founder Lining returned to business, and the company was able to turn the tide.

In 2018, with the theme of "China Lining", Lining appeared in New York and Paris fashion week. This is undoubtedly a beautiful return marketing, which not only catches people's need for fashion design but also meets the needs of national culture pmission.

Sure enough, after the fashion week, Lining's wish set off a new round of panic buying.

However, what is the value of Lining is the "China" Lining.

With the continuous decline of user loyalty and the weakening of brand influence, Lining's "China Lining" marketing sword has been carefully tasteful.

In the early days, Lining's brand relied on the founder's personal IP. As a legendary figure in the memory of the previous generation, he was the driving force for consumers to buy the Lining brand at that time. After the reunification, Lining brand was attracted by the banner of "China Lining", and patriotism was the catalyst for consumers to buy Lining brand.

　　不得不问，刨除了“中国李宁”的加持，李宁品牌自身的价值究竟在哪里?回溯过往，我们看到的是李宁品牌几经更换的营销策略，2010年，李宁放弃了一直以来备受推崇的“一切皆有可能”口号，试图将品牌形象年轻化，将用户锁定为90后，品牌很快受挫，市场份额大幅度下滑，2015年，李宁重新回归后，则将重心调整至互联网，加大对电商渠道的投入建设，线下启动“渠道复兴计划”，通过出售品牌包袱——红双喜来重新占领市场，虽然该举对品牌重建颇有助力，但即使是现在，想必停留在消费者记忆里的依然是曾经那句“一切皆有可能”;我们看到的是李宁品牌始终单一的产品设计，即使是秀场产品，仍然被指设计简单，毫无美感可言，甚至多款产品被指抄袭大牌;市场看到的是李宁品牌始终不让人放心的产品质量，2016年CBA常规赛中，易建联在比赛中换下联赛

Sponsors Lining's sneakers insist on wearing their shoes because of fear of foot injuries. This unpleasant incident reveals consumers' distrust of the quality of Lining's products.

The banner of "China Lining" was launched in 2018, but the brand value of Lining has not been shown to consumers in 2018. What will the brand side use to retain the audience after the passion and retreat?

Patriotic feelings are not simply showing off.

At present, impetuous society is also an era of "feelings" flooding. Under such a fast paced background, blindly moving to the wind, often leads to not real resonance, but a numb and low-level self supporting movement. This kind of moving comes quickly and quickly.

The "China Lining" brand show on fashion week is undoubtedly a pandering to the current "patriotic" sentiment. Under the banner of China's local brand, it represents the Chinese traditional culture with simple and crude products on the international stage, and how much sincerity there is in the interior. When the style of moving is dissipated, what brand will be used to maintain the purchasing enthusiasm of consumers who have regained reason?

The former glory of the founder's achievements in national sports and the shock of national sentiment may have been the brand branding of the "Asian Games torch" throughout the country, or the initial movement of "everything is possible". In short, the brand of Lining has grasped the psychology of Chinese people willing to buy feelings for themselves. When the banner of "China Lining" went abroad, it had a very clear intention. It did not want to go to the international arena to show its strength, nor did it really want to spread traditional Chinese culture. It just wanted to go to a larger platform and announce it to the people. Lining, as a leading enterprise of sporting goods in the past, always occupies a place in the hearts of the Chinese people.

Even if we go to the four fashion week, it is always only a domestic consumer group. It is a part of the group that still has hope and hope for it.

Let's take a look at Lining's performance in the show, wearing the "patriotic" outer skin. It presents to the audience, but it is always a pile up of simple Chinese characters such as understanding, rekindling, Chinese Lining and so on. When selecting products, it is also a foreign model rather than an oriental face. The dissemination of traditional culture has neither a deeper design concept nor a better interpretation way.

It is the bounden duty of every national brand to publicize patriotic feelings and spread the fine traditional Chinese culture, but obviously it can not be accomplished by stacking Chinese characters on the product. The biggest charm of the Chinese character is its rich contents. The brilliance of Chinese culture stems from the accumulation of the long and civilized civilization. Only by thoroughly understanding the essence of traditional culture can designers truly create products that embody national characteristics, which is the correct way to open the road of patriotism.

It is hard to say that it is a brand suicide self exile when it acts under the banner of consumer goods.

According to the financial report, Lining's income rose to 8 billion 874 million yuan in 2017. Since the beginning of 2018, the stock price of Lining's brand has risen more than 30%, and its market value is on the 20 billion line.

It is not hard to find that this marketing, which is labeled "the rise of domestic products", is moving forward in the direction of Lining brand expectations. However, after the fashion week, the price rise and the serious discrepancy between the show money and the big payment made people have to doubt the sincerity of Lining brand.

"

It is too early to draw conclusions on whether the marketing of this product is self-made or whether it is simply attracting Chinese products. But it is certain that if the quality of Lining's brand can't keep up with product slogans, if we can't properly handle the negative effects brought about by vicious incidents, if we can't guarantee the healthy operation in the future, we will surely be cold supporters.

If it is really the banner of the national goods to consumer sentiment, the brand is really self graves, will not be long.

Behind the gimmick of fashion week is the lack of originality and imagination.

Lining appeared in the show's products this time, once accused of no originality in design, single color matching, old style, logo simple and crude.

Product design can not keep up with the gimmick of fashion week, which reflects the lack of originality and imagination of enterprises. Enterprises are patronizing one after another to create traffic flow, but lack innovative consciousness. This is no doubt fatal. Under the background of the implementation of the innovation driven development strategy in the whole country, enterprises with no creativity are doomed to be eliminated.

If not, how many people would think that this is the scene of a match in 90s, who can see that the four fashion week is waiting.

Exposing the grief of a company's lack of originality and its endless overdraft of users' feelings and wasting their feelings will not be a good remedy for enterprises to save themselves.

In the early days, Lining, the first IP in the history of Chinese sports, has driven the development of enterprises by his huge flow. After the reunification, the brand once again sold the former champion's feelings. This obviously underestimated the demand of the new consumer groups for the fashion and professionalism, overestimated the influence of the former national athletes, and the founder.

It is true that the brilliant achievements of China make people proud, but this pride can not always be the source of support for the development of enterprises. If we can not temper the quality and innovation idea, even if we have the favor of local brands, enterprises will eventually be abandoned by more and more professional consumers.

"

Behind the seemingly successful stage, the overdraft is the support and trust of the Chinese to the domestic brands. The consumption is the support of the Chinese people for the traditional culture. If we can't go all in to study the design and development path, at present, the competition between domestic and foreign products is so fierce, "China Lining" is only a flash in the pan. The so-called "revival" road of the brand is just a mirage, and it will eventually become a bubble.

Strive for innovation, focus on products, optimize design and enhance brand value. This is the theme of brand long term development.

What the brand needs to know is that the momentum is bigger, and you are only two words of "China".

What is the value itself? At least we did not see this fashion week.