Brand Nirvana And Rebirth Of Bath, Lining'S Empire Of Electronic Competition Is Emerging.

January 18th LPL regular season, an ordinary "hero League" competition, veteran brand EDG went to Chongqing to challenge Snake team.

In the excitement of the spectators at the home crowd, the Snake team even pulled two shots in the first place, and finally beat the EDG team.

On the eve of the season, the home team experienced a large number of players' adjustment, so it is widely believed that Snake is difficult to play a good role in several matches at the beginning of the season due to the running in degree.

But in fact, the team has been in harmony with the team at the time of competition, showing strong tenacity in the face of the strong enemy, and finally contributing a wonderful victory to win a good start at home in Chongqing.

Compared with this precious victory, the Snake players are more eye-catching.

In the past LPL competitions, the players wore their team uniform from beginning to end.

However, in the 18 day of the competition, the Snake team changed the tradition and changed into a new silver dress. The sharp eyed audience recognized that the same silver short duvet suit made by Lining in Paris fashion week.

Coincidentally, Snake's rival EDG has already become a partner of Lining as early as last year's S8 global finals. At that time, the slogan of "China Lining x China EDG" was extraordinary.

This means that after the Snake team joined the Lining system, China's electric competition ushered in the first competition between the same sports brand sponsored by the first time: "Lining Derby".

Brand nirvana, Lining electric competition Empire pattern is emerging.

In the past long period of time, the domestic sports brands are often in the shackles. Under the pressure of international brands, domestic brands can seek the market space of consumers in the three or four tier cities, but it is difficult to advance their brand value.

Last year, Lining made radical innovations in the brand. Two times on the international fashion week, they decided to design the most classic tomato scrambled egg and Chinese character culture.

For Lining, a typical domestic sports brand, this kind of innovation takes courage. Especially when the foreign culture is sweeping the tide, it is absolutely safe to play the signboard by "Chinese cultural characteristics".

Fortunately, the result is gratifying, the brand completes nirvana, and finally the bath is reborn.

"Chao chao" helped the new China Lining find the key to opening up the brand value added shackles, and made differences with other domestic brands.

In terms of sales, one of the biggest gains of the brand new image of "chao chao" is to increase the potential space of the weaker young people.

In order to be able to better activate it, investing in young people has become the next step that Lining needs to consider in the market level. During last year's global finals, they chose the most popular competition.

"From the industry point of view, the number of fans in 2018 is over three hundred million, which can not be late at that time; and in specific terms, for a traditional sports brand, a large proportion of the over three hundred million fans are young people, that is, the so-called incremental market."

Yang Guang, director of Lining's market integration, said in an industry forum.

In the three battle teams that S8 took part in, Lining finally chose the EDG team to cooperate. The two sides first carried out a big exposure on micro-blog as the theme of "China Lining x China EDG". Meanwhile, EDG coach Abu also wore the video of Lining dress in China and landed on the official S8 stream.

Due to the scarcity of the sports brand sponsorship competition cases and the "Chinese Lining" brand culture and the "S8" for the country's keynote, this cooperation has aroused great repercussions in the competition fans group, and has gained considerable traffic.

Of course, as a brand that sells sports equipment as the main business, it is essential to launch joint products.

After S8 returned, Lining and EDG jointly launched clothing and footwear joint products, stamped with "EDG culture elements", triggering fans' consumption boom.

On the day of offline sale, Lining stores lined up a long line. Apart from the rapid sale of joint funds, other products were also "Crazy" by EDG fans with strong spending power, and the income of their stores nearly doubled six times.

The success of the EDG case has strengthened Lining's idea of re injection of electric power.

In the past 3 short months, they signed a series of Hero's "long DOTA2" and RNG's "DOTA2" sub divisions. The former launched a "T-shirt" for KPL when they asked for the two title of the year, and two stars were printed on the top of the battle team LOGO with the symbol of double crowns, which featured the traditional sports characteristics. While RNG announced the cooperation at the 6th anniversary celebration of Lining, Lining launched a black gold and two color joint dress.

In addition, DOTA2, another famous team Newbee and Jedi survival team 17, seems to have close contact with Lining.

At the 2018 perfect ceremony held recently, RNG and Newbee's "DOTA2" branch also wore Lining products to participate in the red carpet ceremony, which triggered a lot of topic discussion.

From the point of view of sponsorship logic, EDG and Hero have respectively represented the head clubs of the two most popular projects, the heroic alliance and the glory of kings, while the other two DOTA2 teams are prepared for TI9, which is the same as the high traffic carrier of the electric circuit circle and the first time to come to China in 19 years.

In 2019, Lining went further in the competition. In addition to sponsorship, they looked at the bigger club acquisitions, hoping to get more cake in the competition.

In January 10th, LPL company tengjing sports was set up at the press conference. Lining group executive director, outstanding Chinese sports CEO Li Kirin accidentally appeared as the representative of Snake club on the stage. Reliable news came out that he had successfully completed the acquisition of Snake.

In the January 18th Snake season after the end of the first battle, Lining himself personally forwarded micro-blog's Snake, which has been confirmed to the outside world.

"The chairman of the board (Lining himself) is actively watching the competition industry.

I am a fan of the League of heroes. From the industrial point of view, electric competition is a new industry with the core value of traditional sports and the potential of future output, which is why we choose to buy.

Li Qilin said in an interview with the media.

Unlike many previous sponsors, who are responsible for the promotion and sale of brand value, being the boss of a club is bound to be responsible for the overall revenue and future development, rather than simply making it another channel for Lining.

Li Qilin said he would be willing to invest and bring his CBA, NBA's experience, perception, cognition and resources to Snake, hoping to make the "1+1>2" effect.

In the first half of the season, from October 2018 to January 2019, during the first quarter of October 2018, Lining launched the three jump of the "single sponsor global sponsorship club owner" in the field of electronic competition.

The speed of decision making, the resolute attitude and the intensity of input are all beyond the earliest prediction of the concept of "domestic sports brand".

In the post Lining era, the campaign brand war was over.

Compared with the brand competition that has just been established, sports marketing with a long history and maturity is of reference value.

From the perspective of the development of sports marketing, at present, the competition is at the stage of brand pioneering, and the price of the bid price is very high, so that the resources are grabbed by the people. After this step, the stage of brand confrontation is behind, and the resources between brands are better and better for each other, so as to achieve greater value pformation in PK.

For example, every four years of the football World Cup, the major brands will bet on the team, bet who scored better, tell better stories, attract more fans, and finally turn traffic into sales volume and brand reputation.

According to the current development trend of the electric power industry, overseas brands such as Lining, 361 degree and so on, such as domestic brands, Nike, UA, etc. have all entered the Bureau. Although the layout depth is different, the future of the brand war has been faintly visible.

For Lining, two points are dominant in the success of the brand war in the future.

First, from the international market, the forefront of the development of the world's electric industry is in China. The core of user distribution is in China, and the largest market is in China. All of these are in line with the brand culture of "China Lining". Second, from the perspective of competitive products, there is no other sports brand in the field of electronic competition in depth than Lining.