Li Ning changed his mind to say that new LOGOs have been "regressed."

Sports brand Li Ning's "brand remodeling plan" has been a full month. After years of Li Ning classic old bid farewell to its dominant era, the new LOGO named “Li Ning Intersection” will become a new symbol of Li Ning brand, and the original slogan “everything is possible” has also been more internationalized” Make The Change" is replaced. However, this remodeling behavior has not received a lot of praise, and the criticism of the new LOGO "second-rate" and new advertising "problem intent" is invariably heard.

New LOGO was "regressed"

In the Li Ning official website and the official mall, the new logo was placed in a prominent position. Although Li Ning said that the original logo and the “anything is possible” slogan will remain, and continue to be used as a production line, but Li Ning's new LOGO debut or was subject to a flood of criticism. “If you put aside the strategic significance of changing the mark for the brand, simply from the perspective of logo design, Li Ning failed to change the mark.” An industry source commented.

Compared with the moderate expression of the advertising industry, netizens' evaluations are even more pungent and direct. “Like a logo of a second-rate brand” and “not surpassing the front logo, it is a step backward”. There are many users that Li Ning's new LOGO "cottage" before Li Ning's piracy, "I recently bought a Li Ning, was told to change the LOGO, more depressed is to buy a one back was also mistakenly thought it was pirated of."

Pleasing "Post-90" hurts "70 after" and "80 after"

At the same time, the new slogan of "Make The Change" is also generally considered inferior to "everything is possible."

In order to tie in with the "brand remodeling plan," Li Ning chose to frequently broadcast advertisements with the theme of "post-90s" in various media to reach young consumers. In recent years, the overall age of users has been plaguing Li Ning.

However, after all the praises were given to the “post-90s,” Li Ning’s new advertisements fell into an “overkill” dilemma. At the same time, they also caused the loss of “70s” and “80s” consumers. Li Ning boycotted. "Li-Ning has launched a series of products to promote the '90 after Li Ning' as the theme of the communication campaign is nothing wrong, but as brand advertising is not appropriate." Brand management expert Cui Hongbo told reporters.

Expert evaluation: It is still a major step forward for domestic brands

In Cui Hongbo's view, Li Ning's "brand remodeling plan" was questioned and Li Ning brand team is not clear enough about the core strategy. "The new logo is designed by a Chinese designer, and the new advertising idea comes from a family. "The advertising company" caused Li Ning's "brand remodeling plan" style to be extremely inconsistent.

Despite this, in the eyes of the industry, Li Ning's "brand remodeling plan" is a major step forward for domestic brands. "After imitating Nike and affiliate adidas on the LOGO, Li Ning finally chose to align with rivals in the planning and dissemination of the brand's high-profile housing," and "a major step forward in consciousness and philosophy."

The new LOGO is merely imperfect in terms of details. "With Li Ning's capital strength, it is to put a very very bad LOGO every day to spend huge sums of money to spread, and finally will inevitably be accepted." Morning News reporter Chen Qiong

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After complaining, Li Ning still blessed

Analysts pointed out that the reason for Li Ning's remodeling of the brand is the expectation of increasingly fierce competition in the Chinese sports product market and rising labor costs in the future. According to statistics, although Li Ning’s sales in the Chinese market surpassed Adidas last year, the main market is concentrated in the second and third tier cities. The industry generally believes that while Li Ning reshapes the brand, it also announces that it will compete positively with international brands such as Nike and Adidas in first-tier cities.

The replacement of the familiar Chinese slogan with the new slogan "Make The Change" was also seen as a sign that Li Ning was revitalizing the overseas market. Compared with the rapid expansion of the domestic market, Li Ning's performance in the international market is flat. Last week, Li Ning announced its cooperation with eBay, Li Ning eBay overseas online shop formally launched. For Li Ning, who is determined to compete with international brands globally, eBay will become an important sales channel for overseas markets.

Therefore, even though Li Ning's rebranding activities are "comedy," he still hopes to see Li Ning, who is a national brand, have a good "change".