In August 7th, Li Ning Co will reach twenty.

This is the sport autonomy.

The change of consumers is the most important reason for this brand remolding.

Zhang Zhiyong, Li Ning Co's CEO, said that the main target consumers of Li Ning Co are young people between 13 and 26. They are a generation who grew up in the Internet age. They are familiar with the Internet, are willing to find information on the Internet, and instantly turn consumption desire into practical action.

Thus, in the network virtual communities such as Lining NetEase sports community, sina Lining sports community, CCTV Lining sports world, young consumers first saw Lining's new logo and new advertising slogans. They could even find out Li Ning Co's official online shop and express their support for the brand with purchase. "We hope to change ourselves better from 20th anniversary to build ourselves into a stronger independent brand."

Lin Li, director of e-commerce Department of Lining Agel Ecommerce Ltd, Shanghai, said.

The Internet is becoming a "battleground" for the brand building and marketing of clothing industry, especially those for young people.

Semir apparel has worked with Youku and Tudou for video marketing. It has exclusively named all the advertising resources of the Youth Drama "who makes my youth" on the two websites. It also tried to use QQ show to brand marketing, and chose more than 100 million QQ users as the main body of the young fashion crowd as the publicity object, and launched Semir fashion QQ show.

Anta even customized the "Internet money" shoes, which consumers can't buy online.

From brand marketing to e-commerce, the Internet is integrating the brand marketing and product sales of clothing enterprises, so the effect of brand marketing communication activities is more direct and more effective, and the cost performance of advertising is further improved.

Adopting new technological means to mold brands and expand channels is an important part of the pformation and upgrading of China's consumer goods industry. Lining, Semir and Anta, which are the most mature brands in China's clothing and apparel industry, are becoming more and more skilled in the extensive field of the Internet, winning young consumers through Internet marketing.