Lining: Playing Sichuan Opera "Face Changing" On Water Cube

At the end of June this year, Lining carried out a bid change ceremony at the company headquarters.

That night, in

As the two landmark venues of the Beijing Olympic Games, the post operation and commercial resources development of bird nest and water cube have always been the focus of public attention.

It is reported that the external wall of the water cube has not been developed into a commercial advertising carrier, and it does not consider this topic for the time being. Therefore, the appearance of Lining's new LOGO can be described as a "face changing" show of "Water Cube" which is "unprecedented" or "no future". Whether it is in the process of remodeling the brand of Lining or in the history of the development of brand marketing of national sports in China, it has the significance of "landmark".

It is reported that the grand unveiling of the special carrier of the water cube is the unveiling of Lining's "90 sports". In the evening, after the appearance of the big LOGO, a group of young people also carried out a "fixed flash" action. After the countdown of "five, four, three, two, and one", a group of young people fixed together and attracted the passers-by to be curious and focused. Then they took off their coat together, exposing the uniform T-shirt in it, put on the "four big words", and shouted loudly, "after 90, Lining, our strength can change the world!" this slogan quickly dispersed.

This creative and lasting 5 minutes action is from Lining's handwriting. It is also an important part of the 90 movement.

With this dazzling, eye-catching and avant-garde activity, Lining delivered the brand spirit of "bold innovation and bold action" to consumers, and expressed strong confidence in brand pformation and the capture of young consumer groups.

The "90 sports" is just one part of Lining's huge brand remolding plan. According to the first financial daily, Lining's sales revenue in the Chinese market in 2009 was 8 billion 300 million yuan, an increase of 25% over the 6 billion 500 million yuan in 2008 and the first place in the domestic sporting goods market.

In the report of "China's 500 most valuable brand" published by the world brand laboratory at the end of April this year, Lining became the leader of sports goods with the brand value of 12 billion 734 million yuan.

From these data, Lining brand is entering a golden age of rapid development.

But in-depth analysis is not optimistic.

Like many brands, Lining brand is also facing a slightly aging problem of consumers. According to the relevant survey, more than 50% of the consumers in Lining's brand are 30-40 years old, and Lining's market share is obviously low in the consumer group under 25 years old.

With the passage of time, the choice of the younger generation will ultimately determine the future of Lining. Therefore, raising the brand identity of young people is the fundamental reason for the reshaping of the Lining brand.

At present, "Lining" has begun the way to rebuild its brand. At the end of June, at the 20th anniversary birthday celebration, the brand new "people" font logo changed the old slogan that used for 20 years. The new slogan "Make the Change" - "let change happen" gives people a sense of daring to change and break through, and instead of Chinese slogans in English slogans, it also shows Lining's plan to march into the international market.

At the same time, the "90s Lining" series of print ads has also begun to spread all over the world. This 90 campaign is a landmark event that is worth remembering on the road to brand rebuilding.