李宁迷途：品牌重塑交织着销售渠道变革管理.docVIP

李宁迷途：品牌重塑交织着销售渠道变革管理 Message As Chinas most powerful sports brand, Lining companys biggest dream is that one day, Lining can become the worlds top sports brand. For this dream, in 2010, the Li Ning Co decided to make a change - rebranding the brand, as its new advertising language called makethechange (let change happen). For Li Ning Co trader Zhang Zhiyong, his task is to reach the end point, how to protect the Li Ning Co will not lose direction, even opposite. Zhang Zhiyong repeatedly stressed that brand remodeling is not an overnight thing. However, the outside world does not seem willing to give Li Ning Co this 180 degree turn around to leave too much time. Orders decline, share prices plummeted, investment banking mouthing and cut, these reactions can be interpreted to some extent, dealers, investors and other Li Ning Co brand remodeling in the vote with their feet.. As Chinas consumer buying habits change dramatically, perhaps for Li Ning Cos management team, including Mr Zhang Zhiyong, the first thing to do is to win time before winning the desired consumer. awkward Before that, the Li Ning Co had a very comfortable life. In 1990, the Li Ning Co was born in an environment where there was little competition. Relying on the natural growth of the market for a long time, and slowly expanding the scale, and fortunately become the boss of domestic brands. By 2009, the Li Ning Co in the mainland China turnover was more than Adidas, becoming the second largest sports brand after Nike, although this is somewhat beyond fluke, Adidas in 2009 due to the implementation of the organizational change, the decline in the performance of Adidas. Zhang Zhiyong recalled that, at first, Lining is actually dependent on the natural growth of the market, access to the first pot of gold.. At the height of Linings brand influence, the company had sold ties, jackets and so on, in addition to clothing and shoes, when the Lining jacket was popular in china. But such days are gone forever