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Lining Trademark Becomes Cool To Meet The Needs Of The New Generation Of Consumers

2010/7/24 12:45:00 178

"What do you think is cool?

lindane

It's cool to fly a fish jump and catch a ball on the court.

Boulter

"It's cool to look back at the 100 meter race," Zhang Zhiyong asked himself in an interview. These are the answers he got from "85 and 90".

In consumer research,

Lining

The brand has a high score in positive, potential, Chinese characteristics and identity, while cool, fashionable, international and other characteristics fall behind Nike and Adidas. These three characteristics are the favorite of the new generation of young consumers.

Cool, fashion, international sense, it sounds so unpredictable, how to convey? "First, the impression of the spokesperson to the consumer. Second, the product is a very critical carrier."

Zhang Zhiyong said.

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brand

At the reshaping press conference, the appearance of Lin Dan, the spokesman of Li Ning Co brand, attracted a flash. He was also the new poster protagonist: in the huge poster, he wore a badminton racket, with a confident and uninhibited look on his young face.

It is much more difficult to choose a distinctive spokesperson if it is relatively easy to make a product cool.

Although the competition for sports spokesman resources is fierce, it can not be monopolized by any enterprise, and the new generation sports stars will also emerge.

On the product, it tests the strength of an enterprise.

Li Ning Co's product system has more than 300 people, and the three design centers are located in Portland, Hongkong and Beijing.

Designers do not live in large and bright offices drawing drawings, making molds and brainstorming. In fact, such days are less than 10 days a month.

Most of the time, they are in sports clubs, in channels, among consumers.

Designers try to "sneak" into the interior of the post-80s and post-90s, observe how they live and consume, and understand their understanding of cool and fashion.

The purpose of doing this is only to make products that really satisfy the needs of the new generation of consumers.

Xu Maochun, chief product officer of Li Ning Co, said: "we will do various kinds of communication, such as living with consumers for 24 hours, seeing how he lives, and seeing what is in the closet, so that we can better understand the current trend of consumption.

We will give him 500 yuan, let him match the clothes, everyone has different feedback, so we can understand their preferences and values better.

In order to represent the younger generation's diverse cultural outlook and rich trend smells, Lining launched a new X artist crossover design series to work with young designers in the field of art and design.

More than 10 designers, such as Hongkong fashion designer Tim Tsui, new artist Unmask, have worked with Li Ning Co to launch new products.

"We will connect the elements of global youth with our products every year."

Zhang Zhiyong said.

The cross border product map was launched after Lining's online interactive community announced.

Li Ning Co also collaborate with third parties to conduct consumer research.

Two years ago, Li Ning Co introduced the famous American Design Company Ziba to conduct long-term comprehensive consumer research.

Many of the characteristics of Chinese consumers are found in the survey. For example, in foreign countries, people often change their clothes to exercise, while Chinese teenagers often go to the gym after class or after work. After they finish the exercise, they may go to dinner together. The whole process is wearing the same clothes - life and sports are closely linked together.

Li Ning Co's latest product line "urban light sports" launched after the brand remolding is based on such findings.

In order to distinguish the "cool" of Nike, the Li Ning Co has to be more Orient.

"Sensitivity, balance, flexibility, precision" is the characteristics of its brand, as well as the functional characteristics of its products.

This includes the connotation of the brand "sportsmanship" and not like the western sports brand, so it is more consistent with Chinese culture's understanding of sports.

The dragon ball basketball shoes, annual basketball shoes and Tai Chi football shoes awarded by Li Ning Co last year are derived from Chinese culture.

Zhang Zhiyong is full of confidence: "this is something that nobody can take away from us, and it can also make us distinctly different from other international brands.

My confidence is that if you catch this thing, you can connect with Chinese consumers and win. "