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1、李宁迷途：品牌重塑交织着销售渠道变革管理MessageAs Chinas most powerful sports brand, Lining companys biggest dream is that one day, Lining can become the worlds top sports brand.For this dream, in 2010, the Li Ning Co decided to make a change - rebranding the brand, as its new advertising language called makethechange
2、 (let change happen).For Li Ning Co trader Zhang Zhiyong, his task is to reach the end point, how to protect the Li Ning Co will not lose direction, even opposite.Zhang Zhiyong repeatedly stressed that brand remodeling is not an overnight thing. However, the outside world does not seem willing to gi
3、ve Li Ning Co this 180 degree turn around to leave too much time. Orders decline, share prices plummeted, investment banking mouthing and cut, these reactions can be interpreted to some extent, dealers, investors and other Li Ning Co brand remodeling in the vote with their feet.As Chinas consumer bu
4、ying habits change dramatically, perhaps for Li Ning Cos management team, including Mr Zhang Zhiyong, the first thing to do is to win time before winning the desired consumer.awkwardBefore that, the Li Ning Co had a very comfortable life.In 1990, the Li Ning Co was born in an environment where there
5、 was little competition. Relying on the natural growth of the market for a long time, and slowly expanding the scale, and fortunately become the boss of domestic brands. By 2009, the Li Ning Co in the mainland China turnover was more than Adidas, becoming the second largest sports brand after Nike,
6、although this is somewhat beyond fluke, Adidas in 2009 due to the implementation of the organizational change, the decline in the performance of Adidas.Zhang Zhiyong recalled that, at first, Lining is actually dependent on the natural growth of the market, access to the first pot of gold. At the hei
7、ght of Linings brand influence, the company had sold ties, jackets and so on, in addition to clothing and shoes, when the Lining jacket was popular in china.But such days are gone forever.The era of high growth of Chinas sporting goods has ended and is undergoing a transition to an adjustment period
8、. From 2008 to 2009 before the average growth rate of over 30% industry, and now less than 10%, the industry will experience the survival of the fittest to enter a new round of growth.The demand of Chinese consumers is also undergoing fission.Zhang Zhiyong noticed a phenomenon, the original to Hongk
9、ong shopping, are Beijing, Shanghai, Guangzhou, Shenzhen area, and now are two or three line city people over there. At the same time, in Chinas more than 600 two or three tier cities, similar to Nike, ADI such a relatively high price brand, its market share is not low.The biggest challenge for Chin
10、ese companies is not to make money, but whether you have the ability to provide people with the ability to pay, to provide good products and good brands that they want, and how to keep up with consumption. Zhang Zhiyong says.To the Lining people, including Zhang Zhiyong, the trouble is that the Li N
11、ing Co has been doing so for many years, but the consumer is almost no one can say clearly what Lining brand personality is.Who is Lining? What does Lining stand for?In fact, this is not a unique issue of Li Ning Co. At present, Chinese sporting goods company, almost no clear positioning of brand, i
12、ncluding consumers who are, what is the brand personality, what features, what to do in the sports category, products and services to the brand personality described clearly in executive level how to brand the words hanging in the air into a creative and so on, almost no systematic thinking and solu
13、tions.From a competitive point of view, Linings status quo is not optimistic. Compared with the Jinjiang brand, Lining does not have the competitive advantages of industrial clusters, and the clustering brings about the reduction of cost and the optimization of resources.Featured in channels (channe
14、ls):In fact, including Zhang Zhiyong, including the Li Ning Co management team, has been hoping to get rid of such embarrassment.After 2000, the Li Ning Co made its first choice for the first time: march into the field of expertise. In an attempt to follow the international brand sponsorship model,
15、Li Ning Co has sponsored almost all kinds of sports, as well as many teams at home and abroad.In 2002, Li Ning Co established a new brand positioning: Lining, anything is possible. Prior to this, Linings brand positioning slogan had used China a new generation of hope, wonderful for yourself and I e
16、xercise, I exist, the beauty of sports world sharing, excellent, from nature etc.Now, served as president of key road sports consulting firm in Lining, Zhang Qing said, had obvious imitation of the color of the everything is possible within a Li Ning Co has triggered a heated debate, finally in the hand of the reason is that the country Chinese walk
