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1、李宁迷途：品牌重塑交织着销售渠道变革管理MessageAsChina'smostpowerfulsportsbrand,Liningglobrand.comcompany'sbiggestdreamisthatoneday,"Lining"canbecometheworld'stopsportsbrand.Forthisdream,in2010,theLiNingCodecidedtomakeachange-rebrandingthebrand,asitsnewadvertisinglanguagecalled
2、"makethechange"(letchangehappen).ForLiNingCotraderZhangZhiyong,histaskistoreachtheendpoint,howtoprotecttheLiNingCowillnotlosedirection,evenopposite.ZhangZhiyongrepeatedlystressedthatbrandremodelingisnotanovernightthing.However,theoutsideworlddoesnotseemwilli
3、ngtogiveLiNingCothis180degreeturnaroundtoleavetoomuchtime.Ordersdecline,sharepricesplummeted,investmentbankingmouthingandcut,thesereactionscanbeinterpretedtosomeextent,dealers,investorsandotherLiNingCobrandremodelinginthe"votewiththeirfeet."".AsChina'sconsum
4、erbuyinghabitschangedramatically,perhapsforLiNingCo'smanagementteam,includingMrZhangZhiyong,thefirstthingtodoistowintimebeforewinningthedesiredconsumer.awkwardBeforethat,theLiNingCohadaverycomfortablelife.In1990,theLiNingCowasborninanenvironmentwheretherewas
5、littlecompetition.Relyingonthenaturalgrowthofthemarketforalongtime,andslowlyexpandingthescale,andfortunatelybecomethebossofdomesticbrands.By2009,theLiNingCointhemainlandChinaturnoverwasmorethanAdidas,becomingthesecondlargestsportsbrandafterNike,althoughthisi
6、ssomewhatbeyondfluke,Adidasin2009duetotheimplementationoftheorganizationalchange,thedeclineintheperformanceofAdidas.ZhangZhiyongrecalledthat,atfirst,Liningisactuallydependentonthenaturalgrowthofthemarket,accesstothe"firstpotofgold."".AttheheightofLining'sbra
7、ndinfluence,thecompanyhadsoldties,jacketsandsoon,inadditiontoclothingandshoes,whentheLiningjacketwaspopularinchina.Butsuchdaysaregoneforever.TheeraofhighgrowthofChina'ssportinggoodshasendedandisundergoingatransitiontoanadjustmentperiod.From2008to2009beforeth
8、eaveragegrowthrateofover30%industry,andnowlessthan10%,theindustrywillexperiencethesurvivalofthefittesttoenteranewroundofgrowth.ThedemandofChineseconsumersisalsoundergoingfission.ZhangZhiyongnoti
