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Sports Brand Lining: Take The Initiative To Change &Nbsp; Take The Lead In Exploring The Road.

2012/3/20 18:59:00 14

"Lining is a leading brand in the industry, playing the role of trial and error people and pathfinder in the industry. Since we feel the market changes, we have to take the initiative to change."

Li Ning Co brand leader said.

In fact, as early as 2010,

Lining

The company began to brew and implement "active change".

In 2010, Lining launched the new LOGO and brand slogan, while enhancing brand positioning and improving product prices.

The new brand strategy positioned the target consumer group in the 90s, and the Lining products after the price increase almost achieved a zero price difference with the international first-line brand products such as Nike and Adidas.

Lining added more bright colors to product design to make the product younger.

However, the move did not capture the hearts of the 90s. The original customer group, 25~45 years old, was losing a lot of money.

The rapid decline of sales volume led to the departure or departure of many executives of Li Ning Co, and the "initiative change" strategy failed.

"Lining first felt the pressure from the international market, and the initiative was very good.

Only in the implementation of strategy and channel strategy problems, brand remodeling and expression of errors, resulting in a broad brush.

Other enterprises should not dare to change because they choke on their food.

Zhang Qing said.

At the beginning of this year, to cope with the predicament, Li Ning Co again "

Active change

For this "layoffs", Li Ning Co repeatedly stressed: "the direction of its strategic development will not be changed in the secondary organizational structure."

Zhang Zhiyong, chief executive of Li Ning Co, said: "in the process of facing the pformation of China's sporting goods industry and the active change of the group, it is a necessary step for the group to carry out organizational change and personnel adjustment continuously."

In its latest report, Deutsche Bank affirmed Lining's change decision, saying Li Ning Co.

Streamlining institutions

The measures to control and manage cost effectiveness are welcome. I believe this adjustment will help to enhance the company's long-term competitiveness.

Under the present low net profit rate, staff cost optimization will help to raise net profit in the future.