Li Ning positioning tangled: how to choose between professional and fashionable?

At present, Li Ning is still struggling to look at problems and find problems from its own perspective, while neglecting to look at problems, find problems, and solve problems from the perspective of consumers and the market.

Regarding Li Ning's question I am still that attitude, or is that sentence, Li Ning's problem is not a professional problem, technical problem, quality problem, product problem, but the market, is the majority of consumers in the psychological position of the Li Ning brand.

How do you position yourself, others must know how to recognize you. You have positioned yourself as a mid-range product in the market, and this positioning has successfully entered the consumer's brain. From then on, it is difficult to change.

In order to answer questions about whether Li Ning, Nike, and Adi products are important in the market for professionalism or fashion, we must first answer and identify which industry, such as Li Ning, Nike, and Adi products, or which category in the industry.

The author believes that the mainstream products of Li Ning, Nike and Adi should be attributed to the footwear industry. However, it is necessary to recognize that the mainstream products of Li Ning, Nike and Adi are fashion products of the footwear industry, or Shoes fashion industry.

Regarding Li Ning, Nike, and Adidas, which belong to the fashion category of shoes and clothing, a very clear and very clear example can illustrate the problem. This example is the overwhelming majority of girls who dislike and even avoid any sports. They almost have a pair of shoes of this type. this is the truth.

Therefore, I believe that whether girls, boys, or women or men, the vast majority of consumers choose and pursue Li Ning, Nike, and Adidas products rather than the pursuit of their professionalism and sportiness, they are Choose to pursue their fashion.

In fact, the above argument is consistent with reality and is supported by reality. So leisure sports products, professional to do, fashion to do more, and we must do a better fashion.

In fact, leisure sports products, people's pursuit of Nike and Adi products including Li Ning, are more in pursuit of fashion, followed by professional, or a combination of fashion and professional, or fashion. Basic professional.

Why sports and leisure products can be popular in the world? Because of the uniqueness of this type of product, Zhang Yang can embellish people's lives and embellish people's psychological effects. The main reason why sports and leisure products embellish people's life is to embellish their psychological effects. The primary factor is not the professionalism of such products, but the fashionable nature of such products.

Once Li Ning himself was interviewed by reporters, Mr. Li Ning told the reporter about the Li Ning brand's problems in sports, fashion and professional. He said that “We are not actually shaking but professionally. Professional. When you come up, how do you fashion is professional? Because it is not professional, it seems like we do fashion." According to the article, recently Li Ning has also repeatedly stressed to its designers and executives "specialization." problem.

The Li Ning brand has long been entwined between professionalism, sports and fashion. Regarding Li Ning's brand as a more professional or fashionable issue, Li Ning should not only think from his perspective and will, but should not impose his will on The market is imposed on consumers.

In fact, the pursuit of Nike and Adi products, including Li Ning, is more of a pursuit of fashion, followed by professionalism, or a combination of fashion and professionalism, and is a fashion-based profession.

Although Li Ning, Nike, Adi are the fashion industry of shoes and apparels, but they are shoes and apparel products, so the fashion industry of shoes and apparel is still a traditional industry. As far as traditional industries are concerned, professionalism is conducive to brand building, or is fashion conducive to brand building? As a traditional industry, fashion is more conducive to brand building than professionalism. This should be obvious.

Li Ning has become an unbearable profession. However, compared with fashion and profession, people are more likely to find a feeling in fashion, but hard to find or feel in a professional.

The so-called feeling is an experience. Therefore, a very basic problem for brands is to give people a feeling. And the feeling cannot be imposed. An ordinary non-professional consumer will not find a sense of professionalism, and the vast majority of people are non-professionals and all belong to the average consumer. What's more, clothing and fashion products are not leisure sports. This is supported by reality. Therefore, we should face it and recognize it.

Professional is to serve the product, and people go to the product to find the feeling rather than find a professional. The feeling is to serve the brand, and people go to the brand to find the experience. This experience is the experience of the person himself rather than the professional experience.

The profession is more embodied in the technical level and the product level, while the brand is more about the consumer's psychological level and market level. When the London Olympics were in full swing, people were psychologically paying attention to Liu Xiang’s gold medal, far more than Liu Xiang's professional and technical ability. Because people can find the feelings and experience of gold medals, it is difficult for Liu Xiang's professional skills to feel and experience.

The above point of view seems to be logical and even unreasonable. However, ordinary consumers' perceptions and experiences of brands have never been logical or justified, but they have held and constructed their own minds, cultures, and personalities. , expectations and self perspectives. The logic and reason of consumers are the mind, culture, personality, expectation and self that they hold and construct.

It seems that professional professionals look at issues from a logical and logical point of view. For example, they give a last-minute supper or a highly rated artwork such as Mona Lisa from a professional perspective. But professionals highly appraise the works of art. The vast majority of ordinary people are hard to buy.

How to solve, how to coordinate the relationship between profession and fashion, how to build a bridge of communication for fashion and professional, the so-called jump out of the Three Realms is not in the five elements, Li Ning and Li Ning colleagues should be between the professional and fashionable detachment, so maybe It will enter a world where the concept of sudden change will be opened.