Talk casually, think of where to talk.
On November 6th, Li Ning's "independent high-end sports fashion brand" LI NING 1990 opened its world's first store.
In 1990, it became the first sub-brand incubated within Li Ning Group.
Compared with other brands, 1990 took the route of light luxury, to put it bluntly, for people like us, it is expensive.
As far as the few products that can be seen at present, the market price is at the top of all the sneakers in Li Ning, and the products we are familiar with, such as Wade's way and Shuai, Weiwupro, etc. are beyond our reach.
1990 is currently taking the light luxury route, the products are mostly retro style, such as the ancient french blue dyeing based on the design of rangers and 937 Deluxe, and the new color scheme of the Song Dynasty ceramic style.
937 Deluxe, even if it was the previous "fog trend", is now only more than 400, while the 937 in 1990 is nearly two thousand.
In 1990, Li Ning's old logo was re-activated and the petal-shaped monogram, the visual image of the "old flower", was formed.
Unlike the "China Li Ning" or COUNTFLOW we are familiar with, 1990 and Li Ning are relatively independent, including an independent design team, independent sales channels, etc.
And "China Li Ning" and COUNTERFLOW are the general names of a product line of Li Ning.
You can probably refer to the relationship between Nike and Jordan Brand.
Personally, I believe that the biggest benefit of 1990 for Li Ning is to greatly improve li Ning's product power influence.
Wade's way, Shuai Shuai and other shoes are sold, and Li Ning's "hunger marketing" makes many people shout that even domestic products cannot afford to buy.
For many people, "Nike Adi" is still a traditional high-end goods, Li Ning Antapic should still sell some low-end products priced at 499 in peace and stability, breaking through the price of 1,000 yuan, which is an important symbol that domestic brands can really compete with international first-line brands.
Taking the end of the Hyperdunk series and the release of the G.T. series in 2018 as the time node, in the past three years, the domestic brand has been turned upside down anyway.
Anta before KT 3, Peak, which has no state pole, is aimed at the low-end market, even if the brand side is not happy.
And Li Ning, in the era of pre-B and post-C, has constantly tried to expand the high-end market. During the period of cooperation with O'Neill, the sale price came to 990, which seems to be the first pair of Li Ning shoes with a market price of more than 1,000 yuan.
One of the reasons for the disgusting is that "even the actual combat shoes are fried", and this has already appeared in the "Big Dream" series in the Blitz 3 period.
Li Ning's development strategy is "single brand, multi-category, multi-channel", while its biggest competitor ANTA takes the multi-brand route. Anta is also creating its high-end series "star" and continuously increasing the price of the KT series.
In 2002, Adidas and Yohji Yamamoto co-founded the Y-3. In 2004, Nike's high-end product line, Nike Lab, and ESC. Even the select of PUMA.
Creating high-end collections is something that many brands are doing.
Domestic brands started late, but after three years of rapid progress, it is indeed time to consider the next step of positioning, to open up high-end product lines, the original price of 499 product market, and the latecomers to share a piece of the pie.
Finally, let's say a personal opinion, I don't know anything about trends, price 1000 or 2000 is the heart of the brand.
In my opinion, the value of a pair of shoes is composed of three aspects: performance, design, and feelings.
Shuai, Zoom Rise, flash, these honest practical shoes, see is the performance, design and what is the second.
However, I, 937, overbearing, these have been positioned the trend or turned into the trend of the product, the performance of nothing to say, then pay attention to the design with no care.
It is said that the Rose 1.5, Zhan 7 Zhan 8 Zhan 9, more is the feeling, performance may be in second place.
Li Ning's 1990 design I still think it is OK, and the blue dye-style color scheme design is worthy of its high-end name.
Let's see what Li Ning will do next.