Changing Logo To &Nbsp; Lining Wants To Reshape The Brand.
"Everything is possible" -
Lining
The slogan of the brand is well known. However, this slogan, together with Lining's brand logo, will be "retired".
Lining, the founder of Li Ning Co who rarely appeared before the media, led the company's top executives and investors to announce the Lining brand's new logo and slogan in Beijing's Lining headquarters.
Take this opportunity, Li Ning Co
brand
The reshaping strategy is launched in an all-round way, aiming directly at the number one international company in China's sporting goods market.
The conference was first announced.
Lining
Brand identification.
According to Li Ning Co, the new logo has been modernized to express the classical elements of the original logo in a "more international design language". It not only inherited the visual assets of the original logo, but also abstracted the original "Lining cross" action of Lining himself, interpreted the sports values with the "human" shape, and encouraged everyone to express themselves and realize themselves through movement.
Power
Feeling. "
The slogan of Lining brand is also changed from "everything is possible" to "Make The Change (let change happen)".
Li Ning Co said that the new slogan reflects the evolution of dare to think and dare to encourage everyone to dare to change and break through.
Li Ning Co CEO Zhang Zhiyong revealed that there are 500 households in the country.
Lining
The store has replaced the new logo and will have 3000 stores updated by next year.
"The original logo and" everything is possible "slogan is not to quit the stage, but will have a suitable application plan as a classic brand asset.
Zhang Zhiyong said, "history is always the most precious. In a few years, we may make a new product line and re activate the original logo."
On the same day, Li Ning Co also adjusted the target customers, product positioning, brand connotation and so on, thus starting the Lining brand remolding strategy.
"As early as 2007, Li Ning Co began brewing brand remolding plan."
Zhang Zhiyong admits that the company's survey of consumers in 2006 -2007 showed Lining
brand
The actual consumption group has a certain offset compared with the target consumer group, the overall age is larger, while for young consumers, Lining brand's "cool", "fashion" and "international sense" are slightly inferior to their rivals.
After the brand is rebuilt, Lining brand will officially compete in the first tier cities and international brands.
"We will gradually increase the price of our products and gradually reduce the distance from our competitors."
However, Zhang Zhiyong did not disclose the price increase.
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