Chapter 10 Chapter 5 Second Entrepreneurship (3)

In the end, after layers of selection, the plan of Leo Burnett Advertising Agency, which represented Procter & Gamble and McDonald's, won. Zhang Zhiyong danced with excitement. A few months later, Li Ning Company began to broadcast a new commercial on TV: ordinary boys and girls were all dressed in Li Ning clothing, and their eyes showed endless focus and intoxication on sports.Clothes were drying in the small courtyard, and they were standing on both sides playing tennis; a white circle was drawn on the iron gate in the alley, which became a shooting board; in the house, a child simply turned off the light button with a standard shooting action .Finally, the voice-over sounded: "As long as you think, everything is possible." In this commercial, which only lasts more than ten seconds, it does not use gorgeous pictures or exaggerated decorations, but uses real pictures to reproduce people's childhood. beautiful memories.The meaning expressed in the commercial is: in front of young and energetic people, external restrictions are useless, everything is just beginning, everything can be created from scratch, "everything is possible!" This advertisement uses vivid pictures, It strongly implies a value commitment to the audience: owning Li-Ning brand products is not just about owning a daily necessities, but about owning a quality of life and a state of life.

What excites Zhang Zhiyong is not how creative the ad is, but the timely brand transformation of "Li-Ning" through brand positioning after years of swinging from side to side. On the eve of the 2002 Football World Cup, the new commercial of "Li Ning" began to play. Zhang Zhiyong attaches great importance to advertising. He not only personally participated in the design and production process, but almost all the commercials in the next few years were released after he watched them. "Huili" used to be one of the most famous sports shoe brands in China. Its product was an all-round sports shoe, which was as popular as Nike at that time. However, its shoes always used white uppers and thin rubber soles. However, new products that meet the needs of the market have not been developed in time. Once the choices in the market become more and more abundant and consumers begin to change, the decline of the brand will happen at any time.In fact, not long after, consumers began to face more choices between domestic brands and foreign brands, and there was not much time left for "Li Ning". "Huili" and other well-known domestic brands at that time eventually became superstars that fell because they did not adjust in time. The brand change that started in 2000 was very timely for "Li Ning".