Li Ning changed his mind to say that new LOGOs have been "regressed."

Li Ning changed his mind to say that the new LOGO was "backed off." Sports brand Li Ning's "brand remodeling plan" has passed for a full month. Li Ning classic old label used for many years to bid farewell to its dominant era, the new LOGO named "Li Ning cross moves" will become a new symbol of Li Ning brand, and the original There is a slogan, "everything is possible" is also replaced by a more international "Make The Change". However, the remodeling behavior has not received a lot of praise. With regard to the new LOGO "second-rate", the new advertising "problem with a problem" continues to linger. .

New LOGO was "regressed"

In the Li Ning official website and the official mall, the new logo was placed in a prominent position. Although Li Ning Company stated that the original logo and the "anything is possible" slogan will remain and continue to be used as a production line, but Li Ning's new logo A debut or was subject to criticism as a tide. "If you put aside the strategic significance of changing the brand, simply from the point of view of logo design, Li Ning changed the mark very failed." An industry source commented.

Compared with the gentle expression of the advertising industry, netizens' comments are even more pungent and direct. “Like a logo of a second-rate brand” and “There is no LOGO beyond the front, it is a retrogression.” There are many netizens who believe that Li Ning The new LOGO “Fortress” had previously been pirated by Li Ning. “I recently bought a piece of Li Ning and I was informed that the LOGO has changed. What's even more frustrating is that I bought a piece and I was mistaken for piracy.”

Pleasing "90" hurts "70 after", "80 after"

At the same time, the new slogan of "Make The Change" is generally considered inferior to "everything is possible."

In order to tie in with the "brand remodeling plan," Li Ning chose to frequently broadcast advertisements with the theme of "post-90s" in various media to keep close to the young consumer groups. In recent years, the overall age of users has been plaguing Li Ning.

However, after all the praises were given to the “post-90s,” Li Ning’s new advertisements fell into an “overkill” dilemma. At the same time, it also triggered the loss of “70s” and “80s” consumers. Li Ning boycotted. "Li Ning has launched a series of products to promote the theme of '90 after Li Ning's communication campaign is understandable, but as a brand advertising is not appropriate." Brand management expert Cui Hongbo told reporters.

Expert evaluation: It is still a major step forward for domestic brands

In Cui Hongbo's view, Li Ning's "brand remodeling plan" was questioned and Li Ning brand team is not clear enough about the core strategy. "The new logo is requested by a Chinese designer, and the new advertising idea comes from a family. "Advertising company" caused Li Ning's "brand remodeling plan" style to be extremely inconsistent.

In spite of this, in the eyes of the industry, Li Ning's "brand remodeling plan" is a major step forward for domestic brands. "After imitating Nike on the LOGO and Adidas on the slogan, Li Ning finally chose to plan for building a high-end brand. Spread to the opponent, "" A big step in consciousness and philosophy."

The new LOGO is only imperfect in terms of details. "With Li Ning's capital strength, it is to put a very very bad LOGO every day to spend huge sums of money to spread, and finally it is bound to be accepted."

After complaining, Li Ning still blessed

Analysts pointed out that Li Ning's brand remodeling is due to the increasingly fierce competition in the Chinese sports product market and the expected increase in labor costs in the future. According to statistics, although Li Ning’s sales in the Chinese market surpassed Adidas last year, the main market focused on Third-tier cities. The industry generally believes that while Li Ning reshapes the brand, it also announces that it will fight with international brands such as Nike and Adidas in front-line cities.

The use of the new slogan "Make The Change" to replace the familiar Chinese slogan was also seen as the signal that Li Ning revitalized the overseas market. Compared with the rapid expansion of the domestic market, Li Ning's performance in the international market is flat. Last week, Li Ning announced In cooperation with eBay, Li Ning eBay overseas online store formally launched. For Li Ning who is determined to compete with international brands globally, eBay will become an important sales channel for overseas markets.

Therefore, despite Li Ning's bid change, he still hopes to see Li Ning as a national brand having a good "change".

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