Li Ning Company’s tidal LNG (full name lngenetic)
The first flagship store officially settled in Chongqing Raffles. Li Ning himself, the person in charge of the LNG brand, and the extraordinary sports CEO Li Qilin appeared in the store unveiled. “Huaying Zhi” has conducted field visits in the first time, and in-depth tuning of various details behind Li Ning’s major initiatives.
As a result, Li Ning passed a weapon again. This new trend brand that has been derived from the electrical competition has also officially entered the public vision.
The predecessor of LNG can be traced back to Li Ning’s high-end fashion sports series in January 2010. Since then, it is often mentioned by the public and media, and Li Ning is a LNG Equipment Club, which is renamed after acquiring the Snake Equipment Club. It is all called Lining Gaming. Since the upgrade of brand reshaping since 2019, we gradually began to force until today, through this first store, we really got a look at Li Qilin’s leadership, how LNG is a tide name.
LNG’s first flagship store area is around 300 square meters, the theme of the store is “Kirin Yunzhong”, the overall style is Sai Bohike, which is full of retro futuristic, for friends who pay attention to the League of Legends, LNG and “Kirin” concept Not strange, LNG is a team of LPL Division, and Kirin is the team’s logo.
In the official public number of the LNG, LNG expressed its dedicated to electricity, Y2K art, function, secondary cultural culture, Y2K art, function, secondary yuan around Z generation youth, and creating a “Z World Turning Test Site”.
Into the store, I can clearly see the brand at present through the partition.
Four “Test” Product Series
– Trend leisure series, function series, main full-time master, the IP joint series, and born in the epidemic, the Chinese player series of firm beliefs. The clerk introduced us that the LNG’s R & D team came from Li Ning Teachers in Li Ning in China.
Choosing Chongqing City as the first store of the brand, can not help but think about the “less inconsistency” of Li Ning’s “less than Chuan” in the previous “less than Chuan”. This LNG has launched the “Ba Shi Bi Shi” Chongqing Limited Apparel Series, Mahjong, Hot Pot and other local elements.
It is particularly worth mentioning that this store also creates a exclusive e-sports battle area for e-sports enthusiasts, and players who are tired can come to team at any time. This is very rare in the current domestic clothing store, which is also in the moment of remarkable relationship with the LNG brand and Li Ning LNG E-sports club.
Key opportunity for electricity or brands
In the recent interview, Li Qilin as an extraordinary sports CEO, LNG brand person in charge, has described the core of LNG creation – always explores the most cutting-edge trend, and continuously creates more Fashion and trend products, make traditional sports and electrical competitions and pay tribute.
Whether it is the LNG Equipment Club, or a new tide brand LNG,
Li Qilin, only 34 years old, is the most critical figure behind.
At the beginning of 2019, Li Ning Group affiliated company announced that the sports announced a hundreds of millions of yuan to acquire the League of Legends Club Snake. Mr. Li Ning’s nephew Li Qilin was mainly responsible for the extraordinary sports CEO, which was mainly responsible for the company’s innovative strategic development and resource integration. “Electricity is an emerging industry with traditional sports core value and future output. We naturally pay attention to it. This, so choose a LPL club. “
In May 2019, the extraordinary sports held a conference in the Li Ning Center in Beijing, and the official official will change the name of the club to Li Ning LNG Electronic Club, and officially unveiled the new team of unicorn. Kirin is not only the name of the key character of this acquisition, the unicorn itself is a image of several animals such as dragon, deer and horses, and has also been quite consistent with the idea of e-sports. . In addition, in the press conference, the LNG team was in the latest team of Li Ning to formally unveiled, and the team successfully used the red blue and white three colors to echo the LNG’s giggers.
This is not the first “electric shock” e-sports equipment. In October 2018, during the S8 Global Finals, the EDG Electronic Athletics in the League of Legends announced cooperation with Li Ning, Li Ning became the 2018 League of Legends. The final official partner, and the propaganda slogan is adjusted as “China Li Ning & China EDG”, Li Ning also launched the shock absorbing running shoes and sweaters with EDG. Xiaopeng Motor has also worked with Li Ning LNG Electronic Competition Club, and Xiaopeng G3 as a designated car of the LNG club, and the two sides also launched the “LNG × Xiaopeng Automobile” collaboration costumes.
In June 2019, the LPL Division was played in the summer season. In the first show of the LNG team Summer, Li Ning himself was personally defeated. Eventually LNG harvested his new season to open the door. Li Ning himself loudly through Sina Weibo after the game, and the first battle of LNG is a bit nervous.
But the outside world is not seen, with the E-sports club, reshape the upgrade, and the trend brand
Compared with the clothing of LNG in 2010, it will find that today’s brand concept and design is different: the previous LNG focuses on the design of the fusion, fashion, outdoor scene elements; and today’s LNG is more focused on the product Content expression, strongly conveyed the Zendai youth love
Electricity, Y2K Art, Function, and Secondary Elementary Culture
In terms of pricing, the price of the LNG is about 300 yuan, the sweater price is about 1,000 yuan, the price of the down jacket is around 2,000 yuan, the price of shoes is 500 ~ 1000 yuan, and the overall price range of the product is close to the Chinese Li Ning series. The highest sales is a sateress for the Chinese player series.
In just two years, LNG is reshaped, accelerated expansion.
Although it is affected by the epidemic, the LNG brand has never stopped rapid expansion in products, channels, marketing.
In March 2020, LNG opened the flagship store in Tmall, as of about 120,000 fans, the product classification in the flagship store was exactly the same as the four partitions mentioned above.
During the National Day in 2020, LNG once launched a ten-day flash program in Hangzhou West Lake Lakeside, IN77, the theme of “Kirin Yunzhong”, in the popularity of singing variety “, singing new generation” to sing ” “Love Paradise” singer tangoz, as a LNG brand, Hangzhou station ambassador debut.
This fast flash shop is equivalent to the pre-first store in front of the first store, and the aims of the theme, the theme area, the theme area, the Chinese player theme area, and the first flagship store in Chongqing Raffles today is extremely close.
In the same month, Li Ning, China, with LNG, Cartoon Image Brand, which is built with South Korea, held a “best Mengyou” theme pair in Beijing, LNG Chinese player × Li Ning, the series of unveiled, including sweater, sweater , Short sleeves, etc.
In November 2020, LNG launched 12 “glory unresolished” theme trend in the “full-time master”, including T-shirts, sweaters, trousers, jackets, etc., including T-shirts, sweaters, trousers, jackets, etc. The accessible form of new costumes is compatible with the concept of “Thousand Mechanic Umbrella” “The concept of” Thousand Machine Umbrella “in the anime. Netizens have commented on this cooperation “Ye Xiu has a tide and handsome” “jointly? I rushed!” “Don’t do more Li Ning Ye”.
At the end of December 2020, the Carnival Bilibiliworld was held in Guangzhou, collecting various IP, OGV works, and Hanfu, LO, JK, etc. Tmall, as a title, moving the 喵 人 馆 in the animation downtown to the line, LNG and “full-time master” joint series are also unveiled at the 喵 人.
Going out of the store, we see a number of young people walk into the store due to visual attraction. LNG’s trend and young atmosphere will become Li Ning’s understanding of the important channels of the younger consumers. At the same time, due to the strong electrical stand for LNG, it will make this brand, let Li Ning closely close the future.
Just as Li Qilin mentioned in an interview:
“We are not a tide brand, we are a professional sporting goods company,
Whether Chinese culture is outside the body, or inner thinking, we will use and integrate into the product, but its essence is still in sports, and we don’t refuse fashion.
However, how to spread good sports, use more trend of ways to spread the core of the nucleation,
This is what we pursue. “