Topic Li Ning: "Happiness is old," provoke 90 after?

Main domestic sports brand logo

The old mark bottleneck: The old logo and slogan has been questioned to imitate Nike, lack of unique brand genes, consumer groups aging.

The new standard advocates: To boldly transform itself after the 90s, to create a more fashionable and more internationalized image of Li Ning.

Third-party observation: whether Li Ning's new standard is perfect is not important, the key is whether it can be used to replace Li Ning brand new genes. After doing too long for Nike and adidas followers, Li Ning suddenly wanted to “apply for security” 90, which would inevitably affect the old customer groups.

On the one hand is the brand new starting point for the young group after the 90s. On the one hand, it is the return and deduction of the Li Ning cross movement created in 1982. With more unfamiliar concepts to capture younger groups, Li Ning’s rebranding is destined to be cited from the very beginning. There are countless topics.

It's not just changing the mark

On the evening of July 29, 2010, people walking around the Olympic Park suddenly discovered that on the crystal blue water bubbles of the Water Cube, there suddenly appeared some huge red “bubbles”. Bubbles spell the pattern is Li Ning's new Logo.

In Xidan, Sanlitun, Houhai and Other capitals where the major trends converge, Li Ning’s “flash” movement also attracted eyeballs. A group of young people took off their jackets and revealed a uniformed T-shirt with “awe-inspiring” and shouting: "Li Ning after 90, our power can change the world!" Then quickly spread out.

Despite the use of the most fashionable means of communication, Li Ning's new Logo was unveiled in a flood of criticism. About the new Logo "second-rate", the new advertising "problem with a problem" is constantly criticized. In the eyes of most consumers, the new Logo does not look good with the old Logo, which is an unpleasant feedback for Li Ning.

In the eyes of design experts, it is not that Li Ning's original logo is perfect, but the new identity really has no characteristics. From the aesthetic point of view, the entire logo has lost its original gracefulness and mellowness, the visual impact is far less than that, and the fatal one is, The L of the new Logo is divided into two parts. This is not ideal for integration and end use. Internationalization is not strong but weak.

The new Logo that did not go beyond attracted a great deal of opposition. If only from the point of view of logo design, Li Ning’s bid change was not successful. However, Li Ning’s bid change was implemented in 2010 when sales exceeded Adidas and regained the domestic sales runner-up. This has certain significance. However, this is a very good start, but it is the eve of a bigger crisis. Nike is still growing fast. Kappa is full of energy and a large group of aggressive international and domestic brands are running behind him. In front of the Tigers, there was a group of wolves catching up.

Li Ning's core consumers are 30 to 40-year-olds. The main core regional market is the second and third tier cities. The first-line market is already dominated by Nike and Adidas. The second-and-third-line market middle and low-end products Anta, Peak and other Jinjiang brands are more competitive. . With the current decline in the prices of Nike and Astas, Anta, Peak and other Jinjiang-based brands continue to pull up, leaving Li Ning with a smaller and smaller living space. Therefore, it is the fundamental significance of Li Ning's bid change for the internationalization of tactics and to enter the first-line market to compete for young consumers to win the future.

In addition, in January this year, just after the bid change, Li Ning's order amount in the second quarter of 2011 fell by 6%, and the stock price plunged by nearly 16%. The pattern of relying on intensive distribution and channel growth has been difficult to sustain. It is difficult to judge the impact of the new logo on the drop in order quantity, but it can be achieved by changing the bid to achieve a higher brand value and achieve a higher profit rate. This is a reasonable choice for meeting the needs of competitors and shareholders.

Although there are various deficiencies in the new logo, with Li Ning's spreading power, this tainted Logo will eventually be accepted. Therefore, whether or not the rebranding is actually not important and the new logo is perfect is not important. The strategic adjustment behind the logo change is the key to the success of Li Ning's bid change.