(a) Changed the slogan to "Let the change happen" and targeted the post-90s consumer groups.

(b) The low-end routes, such as Anta, Hongxing Hongxing Erke and 36 1 degree, began to take the impact. Li Ning's price is on the high side, its quality and brand are not as good as Nike and Adidas, and its price is higher than the middle and low end, so it is caught in the middle.

How to reshape:

(A) heavily sponsored CBA, Wade endorsement, etc.

(2) It's still very important to lower the price, and don't go to the high end with a swollen face.

(3) Depersonalization is the most difficult. How to depersonalize and change the brand image will be a long-term issue for Li Ning Company.