According to Li Ning’s official Weibo, the LI-NING1990 high-end sports fashion brand will be logged in soon.
In the released video, you can see that Li Ning showed us the newly enabled LOGO for us, and also spoiled the upcoming high-end sports fashion brand LINING-1990, the upcoming high-end sports fashion brand.
When we preview the new brand, we can't help but think of the sports spirit represented by Li Ning, the national brand in 1990. As the times are developing and consumption is constantly upgrading, Li Ning looks back on his journey and looks forward to a better future.
from 1990
In August 1990, Li Ning wore Li Ning's sportswear from the Qinghai-Tibet Plateau to take over the Asian Games Holy Fire. From this moment on, the Li Ning card officially started! But for a long time, due to the long-term monopoly of foreign brands in the sports market, state-owned brands have become lukewarm and continue to follow the mid- and low-end route. Li Ning, who could not seize the consumer market, quietly accumulated. During the period when the enthusiasm for national trends of consumption surged, Li Ning also fought a beautiful turnaround. By February 2018, Li Ning's fashion product line "China Li Ning" made a big splash at the New York fashion show, which was undoubtedly an important turning point in the development history of Li Ning's company. Today, China Li Ning has opened nearly 200 stores, becoming Li Ning's company's impressive "second growth curve".
In creating the Chinese Li Ning brand, unlike the main brand of Li Ning, the former is more like a 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 is the Z-generation consumer group that pursues unique and cutting-edge fashion, and China Li Ning is indispensable in international shows. Li Ning, who has been recognized in the hearts of Chinese people, has also been recognized by the world.
Arrived at 2021
Li Ning ushered in the best period in this year's Xinjiang cotton incident, and the share of international sports brands in the hearts of patriotic consumers has gradually been filled with state-owned brands. Local original brands have also become popular, and "national trends" have become the latest fashion trend among young people. Li Ning is also slowly exploring and opening up a new market and entering the yoga market. The birth of LINING-1990 has brought new life to state-owned sports brands to the integration of all things. We also deeply explore what the public really pursues in the new consumer era, integrating the unrestrained and free-growing attitude towards life into the brand core. 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 insist on brand innovation and transformation, which has increased Chinese people's confidence in Chinese brands and strengthened consumers' sense of identity with state-owned brands.
