The rise of Guochao, or the vogue of products with traditional Chinese elements, marked a turning point for many Chinese brands. Founded by the Olympic gymnast Li Ning in Guangdong in 1990, the namesake brand had gone through a rocky time over the past decades. In 2017, however, the brand turned the tide, saving itself from near oblivion.
In late October 2017, Li Ning brought forward the idea of relating the brand to its Chinese root at its WeChat official account, followed by two trending topics of #China Li Ning and #China Li Ning original on Weibo. Li Ning's designers and staff also iterated their emphasis on the originality and the Chinese identity of the brand. At the NYFW 2018, the rebranded Li Ning feasted our eyes on its new collection, not least the new logo of "中 国 李 宁" in white against the red background, catapulting itself to international prominence. More importantly, the inventive mix of sportswear and traditional Chinese culture has proved a reversal of fortune for Chinese brands.
The seemingly accidental success is the corollary of dedication to innovation. Today, the name of Li Ning goes beyond just an Olympic champion and a sports brand, it represents the epitome of Chinese high street fashion and a spirit of innovation. Now, we've come to the post-Guochao era, what's next? With the belief that "Anything is possible", Li Ning is continuing its exploration. Changes are down the road.
Source: IPR Daily-IP PEOPLE
Editor: IPR Daily-Selly