李宁品牌重塑（Rebranding of Lining brand）.docVIP

李宁品牌重塑（Rebranding of Lining brand） Initial, young Lining and his partners firmly believe, the Chinese have created outstanding sports performance, why can not create good sports brand? During this period, Linings slogan was the hope of the new generation of China. Start encircling the product positioning adjustment of the city after the Li Ning Co launched a pragmatic advertisement step by step. From the beginning of 1997, the Li Ning Co based on the analysis of market demand China sports goods, realized the huge consumption potential is in young people, the current consumption of the main sports products is 15~25 years of consumer groups, which will be determined from a single brand design style popular fashion, young has the character of city brand. The Li Ning Co of this period believed that development decided the market, while increasing investment in product design and development, gave up the lower priced market. On the one hand, relying on the Foshan Design Center for product design and development on the adjustment, to seek a breakthrough in the design, improve the technological content of products; on the other hand, a change in rural areas surrounding the city, to walk the road into the city, a considerable proportion of the funds, the establishment of brand stores in the main city of the country, and enable Qu Ying and Bing Shao as its spokesperson, reflect the young fashion, the connotation of new image to promote the brand. In this period of advertising, Li Ning Co have used leave the wonderful for yourself, I exercise my presence and monsoon new movement as its advertising language. In 2000, before the Sydney Olympics, the Li Ning Co launched its slogan, featuring world champion and gymnast Li Xiaopeng, with an advertising slogan: excellence comes from being true.. In 2001, Li Ning Co launched Lining golf series products, hoping to shape the brand image of high-end market. In the same year, the Li Ning Co co operated the advertising company to shoot a