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Lining "Changed Face" &Nbsp; Changed Image To Position 1.

2010/7/2 15:22:00 33

In April 2003, Lenovo abandoned the original 19 years old.

Brand identification

In order to fully switch the new brand logo, Lenovo Lenovo is officially adopted as Lenovo brand logo in China, and Lenovo is adopted as Lenovo brand logo overseas.

In the year, according to the prediction made by the parties concerned, considering the brand promotion input and market value of Lenovo logo over the years, Lenovo will lose 40 billion yuan if it changes its brand.

But Liu Chuanzhi was determined: "at the beginning, selling gold for silver is nothing more than letting people know you.

After knowing you, then you naturally have the way to make money.

Lenovo is for the next strategic goal of internationalization.

Weng Xiangdong, a famous domestic brand planner, also believes that the "face changing" of domestic enterprises often means the pformation of ideas.

"Long pain is better than short pain. Changing brand may be temporarily lost, but in the long run, it is a must."

According to the introduction, after the Korean LG changed from "GOLDSTAR" to "LG", it not only marked short and easy to remember, but also became a smiling face and looked very cordial, so it was successful.

In 2004, Coca-Cola adapted the new Chinese logo for the first time in order to better meet the needs of competition in the Chinese market.

Therefore, when Chinese enterprises decide to participate more and more in international competition, "changing their faces" can be regarded as an effective upgrading strategy.

Lining

internationalization strategy

layout

"Li Ning Co will push forward its internationalization strategy, and will start international journey in 2014. At present, it will not consider returning to the domestic capital market."

This is a recent Li Ning Co brand remodeling Strategy Conference, Li Ning Co CEO Zhang Zhiyong received an interview with the Securities Daily reporters explicitly stated.

In 2004, Lining successfully redesigned the company's development goals after the successful listing of the main board of the Hongkong stock exchange.

With the reshaping of Lining brand, Li Ning Co will start the internationalization layout.

According to the plan, the Li Ning Co will complete the internationalization strategy by the end of 2012, implement the strategic pformation in 2013, and implement the internationalization strategy in 2014.

It will take 8 years to become the top 5 brands in the world and strive to exceed 20% in the global market share.

At present, Li Ning Co is still registered as a foreign company. When asked whether it would return to the domestic capital market, Zhang Zhiyong said, "financing is also a part of the company strategy. There is no demand for financing in the current strategy, and we will not consider returning to the domestic capital market."

The key is to look at the company's strategy, because the company's capital market is only part of the whole strategy. The capital market is not a goal, your goal is strategy, strategy needs new financing of the capital market, or when a new capital market is needed, then it will be considered, if it is not needed strategically, I don't think we will consider it.

At the beginning of this year, following the revitalization plan of the cultural industry, the general office of the State Council issued the "guiding opinions on accelerating the development of sports industry" (hereinafter referred to as the "guiding opinions"), clearly pointed out that it will focus on supporting the sports service industry, increase the proportion of the added value of sports industry in the gross domestic product, and strive to cultivate a number of internationally competitive sports backbone enterprises and enterprise groups in 2020, forming a batch of sports products brand with Chinese characteristics and international influence.

sport industry

The revitalization plan is in a high-profile manner. According to preliminary estimates, the "value depression" of the future industrial scale will reach 2 trillion yuan, which is expected to become a new growth point of China's economy.

Zhang Zhiyong, who comes from financial background, has a keen insight into numbers and analyzes the subtle changes and future trends of the market through digital changes.

In the past five years, the growth of GDP in China has been maintained at over 8%. In 2004, the per capita consumption of the residents in the whole country was 4925 yuan, and it reached 8181 yuan in 2008. In the next 5 years, China is still the world's fastest growing market and the largest consumer potential market. China's sports industry is developing rapidly. It has formed a large-scale consumer market with an annual turnover of over 60 billion RMB, and the market is becoming more mature.