Why did Li Ning wait to see after 90?

Li Ning company is actually 90 after.

However, the state of the company founded in 1991 was too far away from the “post-90s” state of the crowd it once thought it was marketing. The latter, a generation born after the booming domestic economy, is gradually becoming the main force of the labor force and the consumer market; but Li Ning is indignant.

As everyone knows, Li Ning has been in trouble recently:

1. The failure of the internationalization strategy led Li Ning, an international brand, to become a castle in the air;

2. The performance has declined year after year. Not to mention behind the world brands such as Nike and Adidas. It was also followed by Anta Special Step and other Jinjiang gangs. The first throne of China, which has been lost for several years, seems to be impossible to recapture in the short term;

3. Several sub-brands launched consecutively all failed and inventory was severe;

4, before the airborne professional managers run out, and even their own CEO has no choice but to leave the field, to enjoy the life of the founder has been more than a decade to return to the arena.

In the eyes of the outside world, the failed "post-90s" strategy launched by Li Ning is one of the important reasons for this.

In 2010, Li Ning began brand reshaping and chose to fully embrace the young consumer group as a key brand line after 90. It launched a massive new brand promotion campaign after “90s Li Ning”, trying to obtain more from young consumers. More market share to maintain sustained high growth. But as we already know, the new users do not buy old customers and do not pay for them. When the 90-year-old Li Ning was on the post 90s, he did not expect the passionate firewood to get fire, but he received disdain for the group after the 90s.

how so?

my point of view:

1. Li Ning’s decision to rejuvenate the brand is correct, and the direction facing the post-90s is correct;

2, Li Ning's problem is that after not knowing 90, he did not use the correct method to communicate with the post-90s. He did not use the method he liked after 90 to impress them. Instead, he just posted a label, which would not blame the 90-year-old consumer. Facing Li Ning, who is also in the same 90s, you actually don't understand my heart.

After talking 90

The rise of the post-90s group is by no means the growth of a simple generation, but the true Internet generation's overall "takeover" of this society.

This group of young people differs from the past in the following four characteristics:

1, they are not a unified model of social products, refused to be tagged

It is very difficult to define a post-90s group with a unified label. A single social assessment is ineffective for defining the lively 90's. In the 2011 “Digital Life after 90” research report of the CMI Campus Marketing Institute, we can see that the rejection of tagging is the most common after 90. They refuse to be represented, and each of their lived characters cannot be copied.

Compared with other generations, the personality after the 90s is outstanding and lively; and from each individual, the personality after the 90s is diverse and differentiated. The tensions of different personalities are manifested throughout the group. This is the biggest personality after the 90s. Therefore, finding a label with universal value to summarize the difficulty coefficient of this group is extremely high.

Even more complicated is that there are even differences in the understanding of "personality" after the 90s.

2, the generation of fingertips

After 90 is the Internet generation, they have been exposed to the Internet since birth. In the attitude towards the Internet, the college students in the 90s generally have psychological dependence on the Internet. At the same time, with the rise of the school year, after 90 college students are increasingly familiar with the application of the network as a tool. After 90, the group of college students is living a "linked" life, that is, accessing the Internet anytime, anywhere, and the life is highly dependent on the Internet. Three-quarters of them have a net age of more than three years and spend an average of 18% of their time online every day, while average Chinese urban residents spend only 13% of their time online. For them, the Internet is far more than just a tool, but a way of life.

90 college students group will be the key to the development of mobile Internet. According to the “Digital Life after 90′′ research report, 86% of post-90s college students surveyed were connected to the Internet through mobile phones, followed by laptops and desktop computers, which were 79% and 40% respectively. Among Chinese netizens, only 66% use mobile Internet. After 90, college students are more likely to accept new things like mobile Internet.

The concept of consumption after 3, 90 is "as long as I like"

After 90 there is a clear sense of self. They insist on themselves and will not easily compromise on what they believe. In the daily consumer life, "I" is the most important factor - I want, I like, suitable for me. They emphasize the importance of self in consumption, but also satisfy themselves through consumption. However, very few of them will be impulsive consumers. In most consumer situations, they are all quite rational. And they like new things, they will do some low-cost early adopters.

Quality is the most important commodity value for college students after 90s. What needs special attention is that this group's perception of quality is achieved through brand and price. Quality can be reflected in the brand, including two layers of meaning. First of all, there are brands that have more quality assurance than no brands; second, brand names are more quality-assured than ordinary brands; quality can be reflected in the price, and it can be a penny or a part. This traditional concept of consumption is still recognized by many college students after 90.

4. Awakening of self-consciousness

The self-consciousness of college students after 90s began to awaken. A direct effect of this was that people's thoughts were no longer rigidly adhered to the traditional sense of responsibility and the future of the country. Instead, they started from the self and weighed against personal values. In addition, the 90-generation generation has a stronger desire to express itself. On the one hand, they use Internet tools to upload photos, videos, and logs to show their lives; on the other hand, they are more expressive in their daily learning and life.

Although the post-90s are more concerned with self, they are more respectful of the individual's personality and freedom, and show more tolerance for different concepts and behaviors. At the same time, post-90 college students are a group of people who are innovative and full of curiosity about new things. They also have the ability to innovate. The acceptance of new things and new ideas by the post-90 college students and their broad vision also enabled them to put forward correct opinions and participate in family consumption decisions.

90 after Li Ning's question

It is undeniable that Li Ning has made serious mistakes in Li Ning's strategic decision after the remodeling and positioning of the brand.

This mistake mainly exists in 2 aspects:

1. Go Li Ninghua instead of advancing with the times to enrich the content of Li Ning brand, discarding Li Ning's most valuable brand assets, resulting in a lack of clear brand positioning, and unable to carry out a close emotional connection with 90;

2. The whole process of brand remodeling was dominated by the subjective “post-90s” of the marketers, while the objective properties of the post-90s were ignored. All work was based on imagination rather than understanding, resulting in the inability to impress the hearts of the group after the 90s. Department.

The lack of these two aspects is enough to cause the failure of Li Ning in the post-90s.

1, lack of clear positioning of the brand, and lack of emotional connection after 90

An important issue that Li Ning is not fond of after 90 is the lack of brand connotation: “Li Ning” What is the company? What is the brand idea it delivers? Where is the difference between it and Nike Adidas and other international brands? What is the difference between domestic and second-tier brands represented by Jinjiang Gang? This has not been given a clear answer, it can not give 90 a very effective emotional connection.

At the opening ceremony of the 2008 Beijing Olympics, Li Ning ignited the torch. This was a height that Nike Adidas and Jinjiang gangs could never reach. It was also a unique value that could not catch up. It was a pity that Li Ning did not take advantage of this hand because they Li Ning's own brand value has been regarded as the biggest burden at this stage. For several years, Li Ning has gone through the brand. However, they have not thought of Li Ning and Li Ning as one, forming the core brand of Li Ning. "Value", how to make the spirit of Li Ning and Li Ning advance with the times is the right way.

Li Ning’s core asset is Li Ning, and the most important brand remodeling should be the maintenance and management of “Li Ning” brand. Li Ning didn't understand 90's so much that they didn't know that the most idol worshipped by the 90s was their parents, that is, the 60s, not the stars. Li Ning, who was born in the 1960s, and Li Ning, which was founded in the 1990s, can't carry out an in-depth fusion of 69. Through this brand of harmony to impress 90 after the consumer? One Li Ning is more than a thousand Lin Chi-ling. Li Ning's spokesperson Lin Chi-ling should have a certain market appeal for the post-70s and the 80s, but it is completely ineffective for the post-90s. Instead of spending huge sums of money to invite Lin Chi-ling to endorse the post-90s love, it would be better for Li Ning to speak for herself (for Li Ning's endorsement) and join the different 90-post favorite cross-border stars (forming Li Ning and his 90-year-old friends Our scenes), this 1+1 celebrity endorsement form is the best 69 dialogue, and it is also the best to impress 90, and establish a close emotional connection with the post-90s.

2. Fall into a subjective 90

Since 90 is not a unified model of social products, and rejection of tagging is the most common feature after 90, and each of them's lively characters cannot be copied, they must not simply label them after marketing 90, but should They communicate in depth.

Unfortunately, Li Ning’s launch of post-90 brands and products, and corresponding marketing activities are all aimed at the post-90s in delusions (ie, a group of 60s, 70s, 80s, using their perspective to think and postulate 90 should Like what) and not the objective 90 after. Don't think about what the post-90s look like. Don't imagine what kind of products will be like after 90. When we use the past experience (the way that 70s and 80s can accept) to influence 90, this must be a problem.

After you want to impress 90, you need to have a deep understanding of them, gain insight into their potential psychological needs, start with their values, emotional needs, consumer attitudes, preferences for brands and products, and develop sound communication mechanisms, pricing strategies, content, and channels. Instead of simply inferring that they are trendy, pursuing coolness and fashion, they have tempted to cater to it. In this way, failure is inevitable.

How to market after 90

After 90 is not another generation, but another type of person.

They are growing on the internet and marketing them must be innovative. At the level of life and consumption, the post-90s are more concerned with the opinions of such online groups as "circle groups." The so-called “circle group” is not the language used in consumer segmentation in traditional marketing communications. In today's digital living space, disregarding these changes means that you cannot truly understand the needs of target consumers.

The virtual “small group” that transcends time and space formed by network communication is, in a sense, more focused and purer than the actual consumer segmentation, and it is very favorable to direct brand communication.

The key to solving the problem lies in finding ways to communicate with the post-90s and establishing a close emotional connection with them. In the face of the post-90s who highly praised personality and self, the traditional media has gradually lost its right to speak.

What kind of marketing can effectively impress them? After 90, the groups like to flaunt their personalities and value their originality; they are willing to follow the trend; they dare to accept new things; they appreciate products with cultural connotations; they are passionate about online culture and sports competition; they value the friendship of classmates and friends; and they experience the process and fun of participation. In the face of the post-90s group, the celebrity endorsement advertisements that used to be just a few humorous or indiscriminate bombings have not worked. In order to impress 90, the best way is to have zero distance contact with the 90s. Let them experience the products, experience the brand, experience the culture, they need to get the thrill of personal experience before they consider whether to deal with you.

to sum up

After marketing 90, and finding the password after marketing 90 is imminent.

Li Ning failed after 90, but this was not a failure after 90, but a victory for the group after 90. The business community should not stop because of Li Ning's failure, and fear of marketing after 90.

The rise after 90 will affect China's consumer market in the next 10 years. This cannot be avoided. “Enterprises are not training users today, and tomorrow they will have to spend a lot of money to grab users. Today, they will not fight brand battles and tomorrow will have to fight price wars.” 90 is precisely the stage after consumers shift from product consumption to brand consumption. The consumer experience will affect the future consumer choices of the post-90 group.

Therefore, this period is also an important stage for nurturing consumer brand loyalty. If companies neglect to cultivate potential users at this stage, they will largely mean that companies will lose their right to speak in the future market. The difference between a successful brand and a failed brand (the failure here is just not like it after 90) is whether this company has a good attitude and is willing to spend time on researching and understanding the group after 90 and develop more of them. Favorite product.

In order to really understand the idea of ​​the post-90s as the above-mentioned authors say, Tiger Snort asked a 90-year-old college student to talk about his impressions and opinions on the marketing strategy of Li Ning. So, with this:

Why Li Ning did not impress me

1) Do I buy sport-related products to see brands? To some extent it is, but it cannot be completely tangled with the brand. Sportswear, sportswear, and the like are not worn for us when we are in physical education. Therefore, we must draw on style design. Even if the price is 200-300 yuan higher, but people clover design is better than you look, with clothes is more than Li Ning wild, I do not lack that 200-300 dollars, why should I buy Li Ning? Besides, is Li Ning's new shoes cheaper than Adi and Nike? No! The price gap is getting smaller and smaller.

2) Spokesperson: I deliberately went to Baidu to complete the job of tiger sniffing. Who is the 90-year-old spokesperson for Li Ning? Lin Chi-ling, Lin Dan, Balang Davis, Isinbayeva... These are Li Ning's 90's. Product spokesperson. Yes, some people know what Isinbayeva did? I did not know until after Baidu. As for Lin Dan, where can I see him other than the Olympic Games? And Lin Chi-ling, can you tell me whether she wears high heels or athletic shoes when she attends regular events. Is it an evening dress or sportswear? There is no relationship between these people and a dime after 90! ! Lin Chi-ling has no connection with sports. In contrast, Adidas and Nike's spokespersons: Kobe, Beckham, Ronaldo, Nadal, Roddick... Basketball and tennis are all there. Those are the people we see at regular intervals, not waiting for a four-year meeting, or It would be nice to wear a sportswear on the press conference. Only those people who can usually be seen can play an advertising role for us. Li Ning chose the wrong person.

3) Change the logo. To be honest, I didn't even know if Li Ning's logo had changed. Do you look good? no feelings. Only the background turns red. Is this relationship after 90? ! As for the new slogan "make the change", isn't it mimicking Nike's slogan? There is no personality at all, nor is it catchy. The meaning of the expression here says: You have to change. But what does this have to do with me, is the pursuit after 90's change? And, to be honest, advertising is not doing well. Li Ning's slogans are too narrow.

4) Changes in the decoration style of the store: The decoration color must be bold “Li Ning Hong”. What do you like after 90 is red? ? ? ! ! Who investigated! ! ! Red is too traditional and enthusiastic. I think we prefer Apple's simple white decoration. Simple symbolizes nobleness and uniqueness. Li Ning, which is dominated by red color, does not seek for our pursuit. Red is not the color after 90.