In 2010 or earlier, Li Ning Co found that there was a distinct problem in the brand - the fact that the proportion of the actual consumption group was too large. The Li Ning Co launched a project called "ZIBA project" in the future of the relationship company, which positioned the target group of "Lining" brand as "the first generation of China's reform and opening up creator" and was subsequently wrongly extracted as "post-90s Lining".

　　 Lining The company hopes to make the brand image clear through brand remolding and consumer group adjustment. The most effective and intuitive way is to change the bid, so in mid 2010, Lining launched the brand upgrading campaign with the replacement of the logo as the core.

When there is a big deviation between the actual consumer group and the target consumer group, or adjust the brand itself, or adjust the consumer groups, promote brand positioning and image clarity, Lining has made a brave attempt, worthy of recognition and respect.

Marked by visual symbols, such as marked, easily recognizable symbols, patterns, etc., is the external presentation of brand core, and is one of the most important carriers of brand equity and value. It is even a representative of a company's strength and public image.

Replacing LOGO is a matter of strategic decision. Enterprises should be cautious. In recent years, domestic Textile and clothing The mainstream brands of the industry are frequently staged to change the logo. For example, the representative of men's clothing industry, such as Shan Shan, Li Lang, Jin Ba and other brands, Lining, the leader of the sporting goods industry, also officially changed the bid in 2010, and YOUNGOR reused the English part in the visual sense of the logo, with the core of "361 degree" at 31st degree.

Looking at the broader field, PepsiCo Inc, apple, BP petroleum, Citroen automobile, Lenovo Group and so on, they have launched multiple logo changes in the development of decades or even hundreds of years. Pepsi Cola and Citroen motor logo update were ten times.

The replacement will be on one. brand It is tempting and risky for a company to have a huge and far-reaching impact. The influence is mainly reflected in the following three aspects.

　　 First, pass the brand new image, new idea, new strategy, and often follow the new product introduction.

As a strategic action of enterprises, replacement is generally prepared. Compared with the European and American companies, the brand building of Chinese enterprises started late and the development process was short. After 20-30 years of accumulation, many enterprises hope to upgrade and enhance the original "relatively thin" logo, and create a brand new image. Because of many reasons, the impression of local brands in consumers' mind is generally low end and low technology content. By hiring top design institutes or designers in the world and even in the world, we design atmospheric, eye-catching and beautiful signs to enhance brand image. Logo is the most recognizable thing for consumers, while new ideas and new strategies are generally not easy for consumers to feel the change. It is a good strategy to convey new ideas and strategies through changing the logo. In the past few years, KFC's global replacement standard has just stepped on the Chinese market transformation node, supporting its new concept of "basing itself on China, integrating into life", "changing for China and creating new fast food". In 2009, Citroen changed its bid globally, and the head of its China joint venture company said, "changing the label is just a form, and the most important measure to enhance the brand image is mainly the introduction of products".

　　 Second, let the brand remain fresh, fashionable and keep pace with the times.

In fact, brand marks are not permanent. With the development of society and the progress of the times, consumers' cognitive level and taste are constantly improving. Logo needs to be updated regularly (long term) to cater to the changes of consumers' aesthetic and needs, and maintain brand freshness and vitality.

　　 Third, there is a greater risk of changing the brand to the company. 。

One of the risks is that the low recognition and recognition of the new logo require the company to invest heavily in the promotion of new logo. Many enterprises have new and old designs, and new designs are not subversive. Two of the risk, consumers do not recognize or accept. Once such a situation occurs, the sales of enterprises will be affected. In the backdrop of the domestic sports industry downturn, Lining has been widely questioned because of declining performance.