Advertising and Marketing

A history of Li Ning slogans

Ben sent in a history of athletic goods brand Li Ning's slogans over the last thitteen years.

1990 - Hope of China's new generation (中国新一代的期望)

1993 - Every step is for victory (步步为赢)

1996 - Give yourself brilliance (把精彩留给自己)

1998 - I do sport therefore I am (我运动,我存在)
A lot of similar slogans appeared after this, such as 'I succeed because of confidence' (for Deng Yaping sporting goods) and 'I choose it because I like it (Anta sporting goods whose logo is almost an exact copy of Nike's).

2000 - Excellence comes from basic instinct (出色源自本色)
- Share the beauty of sport with world (运动之美,世界共享)
The first slogan was used with advertising featuring endorsements from Li Ning, the founder of the company, and Li Xiangpeng (another champion Chinese gymnast). Both slogans were widely used during the 2000 Olympic games.

2002 - Anything is possible (一切皆有可能)

An example of a Li Ning advertisement using the last slogan can be found here.

 
Danwei Model Workers
laomo2008fpA.jpg
Recommended blogs and new media
China Media Timeline
Major media events over the last three decades
Books on China
Leslie_Chang_Factory_Girls_s.jpg
To die poor is a sin: An excerpt of Factory Girls by Leslie T. Chang.
In Wang Shuo's No Man's Land: Geremie Barme addresses Wang Shuo's 千万别把我当人.
Swimming with Mao, a memoir essay: This memoir piece is by Xujun Eberlein, author of the new short story book Apologies Forthcoming'.
Front Page of the Day
A different newspaper every weekday
From the Vault
Classic Danwei posts
+ Let the Spiel Begin by Geremie R. Barmé (2006.07): Zhang Yimou, the Olympics opening ceremony, and a historically positive song and dance epics.
+ Dreck, the new bestseller by your local party secretary (2006.10): Li Dalun writes books, Yu Qiuyu gives advice on officials writing, and two columnists discuss the corruption involved in publishing officials' works.
+ People: Tina Liu (2004.09): Tina Liu is Hong Kong's most prominent image stylist, but her mercurial career has involved her in almost every aspect of Hong Kong's media world.
Danwei Archives
Danwei Feeds
Via Feedsky rsschiclet2.png (on the mainland)
or Feedburner rsschiclet.gif (blocked in China)
rsschiclet2.png rsschiclet.gif Main posts: All main page posts
rsschiclet2.png rsschiclet.gif Top Links: Links from the top bar
rsschiclet2.png rsschiclet.gif Danwei Jobs: Want ads
rsschiclet2.png rsschiclet.gif Danwei Digest: Updated daily, 19:30