Chapter 9 Chapter 5 Second Entrepreneurship (2)

The whole industry is groping for a question: how to own the market and become the first? Brand Reengineering Now, the problem of brand aging is actually placed in front of Li Ning, which is not a small problem.What alerted him was that this was also the main reason why Jianlibao slipped into trouble. Li Ning understands that he must change this situation immediately.And this is no small project. He needs to construct a brand-new operating system with strategic goals, clear positioning and a strong system, which is composed of a team of professional managers.This period was later called "Second Pioneering" by Li Ning Company. "The company is currently in the second stage of entrepreneurship, and is undergoing transformation in terms of brand management and corporate systems." Li Ning said to employees at the time: "These will not be a problem for us, and we are leading the company to a new level of competition." By This also shows the magnitude of the problem and the magnitude of the determination.

Start a business, start all over again.What needs to be updated most at present is the brand strategy. Li Ning Company decided not to be entirely oriented by research and development, but to send people to study the behavior of market consumers and make a relatively long-term plan for the brand strategy. The purpose is to develop Li Ning Company into an international and professional sporting goods industry. company. The first thing that can be seen and quickly corrected is the advertisement. The establishment of a brand requires an updated brand connotation.Through the brand's slogan, you can usually see the connotation of the brand.Li Ning Company has changed 8 slogans in the past 14 years, from "the hope of the new generation in China" to "keep the excitement for yourself", to "I exercise, I exist", to "the beauty of sports, shared by the world", "excellent, From true color", its advertising appeal has always been unclear, and consumers can't see what the brand has to do with them. In 1999, the advertising star hired by Li Ning was Qu Ying, a popular female model.In that year, the spokesperson hired by Anta was Kong Linghui, who became the Olympic table tennis champion two years later.

Xu Weijun, the marketing manager, was in charge of considering new advertising words. After graduating from university, he worked as a marketing manager at Coca-Cola for more than 6 years. He was recruited to Li Ning Company precisely because Li Ning Company took a fancy to his international brand operation. experience.Xu Weijun is very cautious. For him, the pressure of brand remodeling is great, and every decision must be made carefully. First of all, Xu Weijun conducted internal interviews in the company, communicated with the sales staff at the grassroots level and managers of various departments, and gained a lot of fragmentary understanding of the brand.

Next, Xu Weijun brainstormed in the marketing department to stimulate the brand association of "Li Ning" as much as possible.Finally, the two groups of associations of "fashion and sports" and "potential and sports" were initially selected. Then he conducted 32 consumer discussions to dig out consumers' thoughts on "Li Ning". Through consumer research, a new brand personality about "Li-Ning" gradually surfaced: "Li-Ning" should become a sports and fashionable sports brand and become an indispensable part of people's life.Nike's personality is rebellious and flamboyant, which seems a bit out of reach for ordinary Chinese consumers.Adidas makes people think more of a successful man in his thirties with a steady personality.The management team of "Li Ning" headed by Zhang Zhiyong hopes that when people talk about their brand, they will use words such as "friendly", "fashionable" and "charm" to describe it.Obviously, they are facing different target consumers.Li-Ning brand should be friendly, attractive and fashionable; Li-Ning brand should give consumers two points of interest support: functional benefits and experiential benefits.For sporting goods, their functionality and experience are naturally connected.The two can be summed up in one sentence: "Anything is possible".

The brand concept of "everything is possible" was excavated in this way. After the new positioning came out, the whole company was very excited. Zhang Qing, the public relations and brand manager at the time, said: "Anything is possible. It is a brand spirit. If this brand spirit is integrated into the minds of consumers, our brand will be invincible. .” The next thing to do is to choose a good advertising agency to take care of brand management.The company invited five internationally renowned 4A advertising companies to participate in the advertising pitch.In order to find a more suitable advertising agency to convey the new brand positioning, the company decided to be selective.

There are three criteria for evaluating advertising companies: the first is whether they can propose Li-Ning's long-term brand strategy and marketing strategy; the second is whether they can produce an advertisement that meets the new positioning; After the commercials came out, Xu Weijun took them out for evaluation.The audience invited to the evaluation included both "Li Ning" consumers and non-"Li Ning" consumers.The company asked them to select a commercial that they like the most and that can stimulate their desire to buy the most.