Unscramble The Cost Of Lining's Change

Facing the market environment full of so many variables, Lining's pace of transformation and upgrading has never stopped. Only with the change of business environment, can we make timely and proper response to changes in the competitive environment in order to promote its continuous growth and maturity. However, every change of Lining seems to take risks in twists and turns.

As Lining, the most intuitive change should start with its brand advertising slogans. It has gone through the evolution of seven slogans, namely, "the hope of the new generation of China", "leaving the wonderful to myself", "I exercise, I exist", "the beauty of sports, the world", "excellence, originating from nature", "everything is possible" and "let change happen".

In fact, logo change is not only a process of visual or publicity, but also a management process. It represents a transformation of strategic positioning, management system, corporate culture, and organizers' pursuit of goals. From the evolution of Lining's slogan, it is easy to see that the brand remolding track from conservative to international to high-end and young fashion.

It is worth mentioning that "everything is possible", it should be said that this is Lining's most widely disseminated slogan, also accompanied by the rapid growth of Lining.

It says. Athlete And the hearts of young people. At that time, Lining knew more about consumers than ever. Unfortunately, Lining did not keep pace with the innovation of the products, so that the target consumers and the actual buyers were seriously misplaced. The brand aging, lack of personality and mediocrity were regarded as the fashionable door outside of consumers.

Whether it is the market of price segmentation, or the age segment market. Lining Can not be satisfied with the status quo. Improving the sense of identity of young people is the root cause of Lining's brand remolding. Therefore, entering the first tier cities and developing the new generation of consumer groups have become the way out for Lining.

So in 2010, Lining changed everything possible to make changes happen. At the same time, he announced that he used Lining LN old logo for many years to officially replace the new logo of Lining's cross action, and completed the close from "Earth" to "ocean", and the brand image was more fashionable and sexy. This year is also known as the first year of Lining's reform.

After the bid, Lining became the radical activist in the fourth quarter of 2010. Clothing products The price has risen by 17.9%. The direct result of price increases is the disappearance of the cost performance advantage and the loss of competitiveness of the market. Subsequently, a series of chain reactions, such as the drop in single store sales, the backlog of inventory, and the large number of stores, appeared.

Only by changing the slogan or changing slogans can not fundamentally achieve the strategic transformation of enterprises. To achieve genuine evolution, brands need systematic strategies and support and promotion of corresponding resources.

The change of external performance is only the first step of Lining's brand remodeling. In other words, behind the external changes is Lining's response to the consumption demands of mainstream groups in different times, and every change is urgent and challenging.