According to Li Ning's official Weibo news, LI-NING1990 high-end sports fashion brand is about to land.
In the released video, Li Ning can be seen showing us the newly launched LOGO, and also spoiling LINING-1990, the upcoming high-end sports fashion brand.
When previewing the new brand, it is also inevitable to remind us of the sportsmanship represented by Li Ning, a national brand in 1990. With the development of the times and the continuous upgrading of consumption, Li Ning looks back on the road ahead and looks forward to a better future.
From 1990
In August 1990, on the Qinghai-Tibet Plateau, Li Ning wore li ning brand sportswear to receive the Asian Games flame, and from this moment on, the Li Ning card was officially launched! However, for a long time, due to the long-term monopoly of foreign brands on the sports market, state-owned brands have been tepid and continue to take the low-end route. Unable to seize the consumer market, Li Ning silently accumulated, and in the period of soaring consumer enthusiasm of the national tide, Li Ning also played a beautiful turnaround battle. In February 2018, Li Ning's fashion product line "China Li Ning" made a splash at the New York Fashion Show, which is undoubtedly an important turning point in the development history of Li Ning Company. Today, China's Li Ning has opened nearly 200 stores, becoming li ning's eye-catching "second growth curve".
In terms of building the brand of China's Li Ning, it is different from the main brand of Li Ning, the former is more like the brand upgrade made by Li Ning after the consumer market is occupied by the younger generation. China Li Ning aims at the personalized brand tone, which determines that the new brand reaches the Z generation consumer group that pursues unique and cutting-edge fashion, and the international show is indispensable to the figure of China Li Ning. Li Ning, who has been recognized in the hearts of the Chinese people, has also been recognized by the world.
Coming to 2021
Li Ning ushered in the best period in this year's Xinjiang cotton incident, and the vacant share of international sports brands in the hearts of patriotic consumers was gradually filled by state-owned brands. Local original brands have also begun to be sought after, and "national tide" has become the latest fashion trend among young people. Li Ning is also slowly exploring to open up new markets and enter the yoga market. The birth of LINING-1990 has brought a new life of integration and convergence of all things to the state-owned sports brand. It also digs deep into the real pursuit of the public in the new consumption era, and integrates the unrestrained and free growth attitude of life into the core of the brand. LINING-1990 is Li Ning's in-depth interpretation, constantly subverting the established trajectory and creating his own style.
While consumers are enthusiastic about state-owned brands and brands give consumers more choices, Li Ning continues to adhere to brand innovation and transformation, which increases the confidence of Chinese people in Chinese brands and strengthens consumers' sense of identification with state-owned brands.