Li Ningxin'S Slogan Is To Attract "Post-90S".

20 years after the company was founded, Li Ning Co decided to reshape its brand.

Li Ning Co CEO Zhang Zhiyong introduced that the new logo design idea is to adapt to the young consumer groups, especially the "90s" constantly changing mentality.

Zhang Zhiyong also said on the same day that the current two or three line market accounted for more than half of the company's revenue, while the casual clothing products and footwear products were first, second of the revenue contribution.

Over the years, Lining has always regarded Nike and Adidas as the two largest competitors. The brand remolding is also expected to increase the competitiveness of the two largest international brands in China's mega cities and tier one cities.

However, Li Ning Co COO Guo Jianxin told reporters in the international finance daily that Lining hopes to make a breakthrough in the "fashion" perspective, but will never abandon the leading edge in sports products professionalism. "Top sports equipment" is still the core product line of Lining.

The Li Ning Co announced that it will start replacing the new Logo from the third quarter of 2010, including all the product lines of Lining sports shoes, clothing, accessories and ball games, as well as the new logo of the global Lining store.

At the same time, Lining's brand slogan is also replaced by "MakeTheChange". In subsequent promotion, it will gradually replace the "everything is possible" that has been used for many years.

The new Logo continues the old version of the visual image, with a flapping English letter L forming the main picture, and at the same time it looks more like a "human" word.

Lining hopes to use the image of "human" to interpret sports values, "encourage everyone to express themselves through sports and realize me."

This year, the Lining sports brand was set up 20th anniversary. Last year, we opened the first flagship store in Singapore and took the badminton related sports equipment as the main player in the overseas market.

Lining chose to replace Logo at 20th anniversary, so the intention of recasting the brand image is very obvious.

According to people familiar with the matter, the relevant personnel received a draft of the new Logo in February this year, which seems to have been prepared for a long time.