Li Ning is behind the New York Fashion Week and is a history of tears from the cottage to the trendy.

Youthfulness is almost everything that all brands are doing. Some successes have attracted the attention of young people and led the fashion trend; others have been frustrated and frustrated. Li Ning should belong to the kind that is not only too hard and luck is not very good.

Looking back at Li Ning’s transformation in the past decade, it should have used its famous slogan: “Everything is possible.” Once a person is unlucky, drinking saliva is a crack in his teeth.

After trying to please 90, but after offending 80, I don’t know how many people still remember the “Ninty-five After Li Ning” series of advertisements? No impression is normal, after all, the style of painting is like this.

Although Li Ning can be counted as “post-90” ranks according to the time of establishment, it is clear that after it did not understand 90 at all, it was a common problem for manufacturers to “understand what contemporary young people are.” The emergence of this wave of advertising is mainly in line with Li Ning's brand remodeling plan. In 2010, Li Ning replaced the logo and the slogan became "Make the Change." When it comes to slogans, Li Ning and Li Ning are actually quite awkward, because “everything is possible” was proposed in 2002. It was two years earlier than adidas’ “impossible is Nothing” but I do not know why. Give a person Li Ning a copy of Adidas illusion slogan, this is a digression. Taking the younger line, this is the conventional thinking of the brand transformation. There is nothing wrong with it. However, like Li Ning, “post-posting 90′′, and the old user's operation, it also makes people not understand. After all, when Li Ning dominated the gymnastics world, not to mention 90, many 80's were not born yet. The impression of Li Ning was limited to the aura of “The Gymnastics Prince” and the torch bearer of the opening ceremony of the 2008 Olympic Games. I agree that Li Ning is a brand for young people. I can't help but ask, "What gives you courage?" Not to mention that in 2010 or so, most of them were not financially independent after 90, and the financial power of their families was still in the hands of parents, but these Li Ning has feelings and resonates with his elders. He is now told that Li Ning is a post-90s Li Ning. Uncles and aunts who have passed or are not in troubled years are sorry. Our products are sold after 90. Thus, in 2011, the second year after the trademark was changed, Li Ning's annual revenue was 8.92 billion yuan, a year-on-year decrease of 5.8%, and total profit was 630 million, a sharp drop of 59.2%. Although there are many reasons for the decline in performance, it has also proved to a large extent the failure of brand transformation.

From 2012 to 2014, Li Ning has been at a loss for three consecutive years. In order to go to inventory, various clearance sales have made Li Ning directly classified as a cheap domestic product.

In short, after Li Ning stepped on the wrong time node, after he changed his face, he did not seek the favor after 90, he also offended the original King 70 and 80, and his luck was not good. This was not a bad luck either. It makes sense. Finding endorsements, signing whoever has changed a slogan, changing a logo This simple and crude way does not work, then signing a star liked by young people is always more insurance play, right? However, signing with Li Ning seems to have become a curse, signing who is not...

Not to mention that the cooperation with the likes of Damon Jones, O'Neal, Hayes and other players did not cause much splashes. In 2009 and 2010 for two consecutive years, Li Ning grabbed the NBA Draft second place from Nike and Adidas. Thabitt and Turner, who later proved to be on the lookout, were accompanied by a drinking fountain all day long. Since the risk of rookie rookie is too high, then sign a star player. In 2012, Li Ning spent a lot of money from Air Jordan in the year of Wade. This time, he was finally betting against the bet. In the first year of signing, Wade took the Heat to the NBA championship with Wade. The name "Wade Road" series is also sought after for its solid workmanship and unique design. Although production capacity has always been criticized by people, Li Ning is also well-known for its spokespersons and products.

However, Li Ning and Wade signed a 10-year contract, but Wade recently said he would seriously consider retiring in 2018. Hey, you and Li Ning have 4 years of contract... Li Ning's contracting curse also extends to the entertainment circle. When hip hop was in full swing last summer, Li Ning and the rap label GOSH released a custom shoe "Le is a fog capital," and then signed a hip-hop singer GAI. The two sides jointly launched the joint shoes "GAI is unmatched." As a result, it was not easy to take a small step on the road to the trend, and it was a mishap that the hip-hop show was stopped and GAI was blocked...

However, to say that the risk of signing stars and artistes, each company may run into, but as Li Ning sponsored the league still lost face, it really is unlucky to get home. In the same year that Wade was signed, Li Ning also invested 2 billion yuan to become a CBA five-year sponsor. Unexpectedly, at the beginning of the season, there was a moth. Some players were fined by the Basketball Association because they did not wear the shoes provided by Li Ning in the game; in 2016, Yi Jianlian took off the shoes from Li Ning’s shoes in the middle of the game. As a sponsor, Li Ning could not be called. Nothing.

Although Li Ning may not be lucky in terms of signing artists, it is necessary to transfer a Koi, but fortunately this year's New York Fashion Week Li Ning's design team is quite awesome. Transit in New York, but Li Ning still needs to work hard to say whether it's the best way to come, and whether it's a big deal or a fat one, Li Ning, who has walked the tidal wave route, brushed up a circle of friends and Weibo during New York Fashion Week this year, and finally raised his breath for a while.

Although it was also accused of pop elements being piled up and imitating other tidal brands, in general, Li Ning still showed a much higher level of design than ever before in this wave of operation, and gained a lot of attention while allowing the outside world to begin Realize that Li Ning does not seem to be the same with the past. Of course, if Li Ning thought that he had gone to New York for a lap, and the catwalk product had sold off the goods, he would be able to show that he had been conquered after 90. It would be too much for young people today, as well as the strengths of rivals such as Nike and Adidas. RTG Consulting listed 20 brands with the highest degree of relevance to the fashion category in the 2017 China Brand Survey Report. Unfortunately, Li Ning was not seen among them, but the rise of the Haishu House was swift and violent. The position appeared in the fourth place.

According to the report, foreign brands such as Adidas, Nike and Uniqlo are more popular with young people than local brands in both Gen Y (25-34) and Z (15-24) in China. It has been confirmed. Jormin, who was born in 1993, likes to go to Century Park in Shanghai for a weekend. Near this plastic track, which is about 5 kilometers long, he can see Nike's advertisements from time to time. “When I was young, I thought Li Ning was a very good brand, but now it’s rare. Nike and Adidas have always said what technology their running shoes have, but Li Ning does not seem to be.” Tang Jialuo, who works in a bank, likes to play football in his spare time. Breathability is the most important indicator he chooses when he chooses shoes. I'm going to buy Peng Yuxi with the same money," he pointed to Adidas Pure Boost on his feet and told us, "I search for good breathable shoes on the Internet and look for this pair." In his opinion, Li Ning is still far away from fashion. : "Not enough tide, the brand said it himself. Adi, Nike, NB never said that he is for young people to wear, but you look at wearing Adi Nike are all Peng Yuxi, Edison Chen, of course you will feel that they are Forcing, but those who do not watch basketball, do not know Wade, ah, Li Ning's shoes are too functional, who will wear it out of life?" And their views do not represent the views of Li Ning after 90, but a brand is to turn the public's awareness of their inherent, indeed not happen overnight. Li Ning, who hopes to take a detour for so many years, began to find a way to get along with young people from this New York Fashion Week.