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China's Li Ning Innovates and Achieves Brilliance Again
source宣传部
publisherCEO
time2023/11/03
- Li Ning Company has launched a major brand reshaping project, abandoning the 10 year old advertising slogan of "everything is possible" and changing to "Make the change" - making change happen.
Brand rejuvenation, product strength and channel support for the company's takeoff. Li Ning Company adheres to the strategy of single brand, multi category, and multi channel. In terms of brand, at the beginning of its establishment, the group only had one brand, Li Ning. In the past 30 years of development, the company has acquired a portion of its brands through acquisitions and collaborations, while also incubating a portion of its brands through its own brand segmentation. As of 2019, the company's brands include Li Ning, Li Ning YOU, China Li Ning, Spring Label, Red Double Happiness, Kaisheng Kason, Danskin, and Aigao AIGLE. Although the group has numerous brands, it always focuses on core brands such as Li Ning, Li Ning YOUNG, China Li Ning, and Spring Label. With the rapid development of e-commerce, it is expected that the importance of the company's e-commerce channels will continue to rise. At the same time, Li Ning Company attaches great importance to the research and development of product technology, and hard core technology creates core competitiveness. It has multiple core technologies such as Li Ning Gong and Li Ning Arc. Since its listing, Li Ning's R&D expense ratio has been maintained between 2% and 3%. Even when facing difficulties, the company still insists on investing in research and development. With years of research and development accumulation, Li Ning has continuously launched products equipped with its core technologies such as the Wade Way series, which are deeply loved by consumers. As of now, Li Ning's technology mainly focuses on sports shoes and sportswear. The midsole technology mainly includes Li Ninggong, Li Ningarc, etc., while the outsole technology mainly includes iceloc ice surface anti slip, etc. Tell the story of Li Ning well, set off a wave in China. Li Ning company continuously uses current hot topics for brand promotion, promotes its own products through high-frequency and high-quality exposure, and continues to promote its own brand through sports events, sports stars, and cross-border collaborations, Continuously expanding brand influence and core consumer group of the brand, Li Ning surprised the audience at the 2018 New York Fashion Week runway show. On the morning of February 7, 2018, the company appeared at the New York Fashion Week 2018 Autumn/Winter runway with its own footwear and clothing products under the theme of "Wudao". As the first Chinese sports brand to debut on an international runway, its first appearance stunned the audience.