Traditional brand network red tide card transformation

As the earliest sportswear brand in China, “Li Ning” has gone through 29 years of development and experienced a tortuous development route from high-speed development to brand crisis to brand subversion. Today, “Li Ning”, as the most representative of China's sports shoes and apparel brand, has achieved a gorgeous transformation from the traditional image to the net red tide brand.

Song Yuanzheng, head of children's shoes of Li Ning Group's children's wear department, presented the “10th China Brand Licensing Summit Forum” held on March 30th with the title “Li Ning: The Traditional Brand's Red Tide Brand Evolution and IP Operation” The industry colleagues shared the path of the “Li Ning” brand.

Old brand trauma

The history of the “Li Ning” brand symbolizes the history of the development of sports goods throughout China. Song Yuanzheng said frankly that after more than a decade of rapid growth, Li Ning Group accompanied the emergence of the entire sportswear and apparel industry crisis in 2013, and its performance has seriously declined. In the three years from 2012 to 2014, the company's accumulated losses amounted to more than 30 billion.

In the minds of consumers, “Li Ning” is synonymous with ordinary domestic sports brands in second and third tier cities, and consumer groups are mainly middle-aged and old.

The transformation of the net red tide brand

In 2018, Li Ning Group was determined to subvert the brand image and for the first time was linked to the fashion front. They participated in the New York Fashion Week held on February 7, 2018 with a product line bearing the "China Li Ning" red square logo.

"What is the result? It is absolutely phenomenal. From the chairman Li Ning himself to the final executive, no one thought that the final result was so subversive."

After New York Fashion Week, the group of products launched by Li Ning showed a significant premium, and the high selling price brought about a very high sales rate. At the same time, Li Ning Group followed up the offline channel, largely subverting consumers' perception of the domestic sports shoes and clothing brand terminal stores.

Song Yuanzheng summed up the success of subverting the brand image, which is "day, place, and harmony."

Today, today is an era when "national goods are self-improvement" and an era of cultural rejuvenation. Consumers and social public opinion are increasingly inclined to pursue "ingenuity." The "Li Ning" brand has been upgraded from "Made in China" to "Quality in China."

Geographical meaning refers to the core characteristics of the “Li Ning” brand. “Li Ning” is deeply imprinted with China and is the best representative of Chinese brands.

People and, on behalf of the target consumer group, the core and core consumers of the sports shoes and apparel industry are young people aged 18-30. It is such a group that is increasingly aware that he is a Chinese.

“We combine the best of times, the location, and the people to form the simplest and most recognizable symbolic element to convey the confidence we want to convey to consumers.”

The convergence of IP

In the combination of brand and IP, Song Yuanzheng also said his own summary. He believes that what kind of "flowers" an IP can cultivate depends on the brand's soil and the gardener who cultivates the product; when selecting IP for integration, it is necessary to evaluate which IP of the brand's soil is suitable for matching; The respective advantages and characteristics of the brands are fully combined to create the value of “1+1>2”.

At the just-concluded spring 2019 conference, Li Ning and Disney's "Disney Retro Sports Games" is the best way to use the IP of Li Ning.

“Li Ning” as the brand side, grasping the three key words of “retro”, “90s” and “sports meeting”, and then visually penetrate the IP Mickey Mouse image to clearly convey “retro” to consumers. Emotional resonance of "sentimental feelings".

"We replaced Li Ning's image with Mickey Mouse, let Mickey Mouse wear retro sportswear, let it do broadcast gymnastics, let it play table tennis. Including the small details on the product, 'Strengthening exercise', 'Enhancing physical fitness' Broadcasting gymnastics 'this slogan makes consumers resonate at a glance."

Song Yuanzheng concluded that in the face of such an IP tide today, the brand side is the terminal of the entire chain. How to effectively combine IP and products, the actual iteration effect of 1+1>2 is the most important consideration of brand authorization.

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