销量下滑6% 李宁转企业培训型阵痛（Sales fell 6%, Lining transferred to enterprise training throes）.doc

销量下滑6% 李宁转企业培训型阵痛（Sales fell 6%, Lining transferred to enterprise training throes） Recently, more than half a year, Li Ning Co Ltd (02331.HK) trouble, orders dropped, closed shop rumors everywhere, many times the price has been suspected...... Recently, Li Ning Co with unregistered companies to produce new move brand products, but also suspected of false propaganda. Lining said, the company called Shanghai sporting goods Co., Ltd., just because of the clothing tag on the companys heart word mistakenly called new and caused by misunderstanding. More trouble than that. Li Ning Co in the encouragement of the year have to face the transformation of labor pains. It began rebranding in the last year, the opening of the new logo and a new slogan, a direct challenge to Nike, Adidas and other international first-line enterprises in brand positioning. But in December of last year, Li Ning Co announced that in the two quarter of 2011, the order will result in an order of about 6% down from the same period in 2010, according to wholesale shipments. Its the throes now, and Lining must have been mentally prepared. Famous sports marketing experts, too sports marketing group president Zhu Xiaoming commented. Change label, get rid of cottage name In 2010, the Li Ning Co was founded in 20th anniversary. In June 30th of this year, Lining Li Yongbo, Wang Yifu personally led the world has won a gold medal in the five national sports team athletes, released a new logo and a new slogan: before the L logo to replace the people glyph, allegedly from Lining creative original Lining cross gymnastics. Professor Chen Gang director of the advertising department of Peking University School of Journalism and communication, said love for Lining a new identity, the original logo shaped like a squirrel tail, feeling slightly rounded; after replacement of the line more agile, profile more tough, more strength and a sense of movement. The slogan anything is possible is also replaced by Make the change.