This year in February, a pure black "jailbreak shoes" appeared on the Li Ning shelves, "Prison Break" in the first quarter, Michael again and again into the sewer to help test the flow of sewers and corrosion results of paper cranes shocked the presence of shoes Face, there is a classic dialogue "It's real", so that "jailbreak" fans surprise endless. The emergence of these two shoes turned out to ordinary consumers realize that Li Ning is not just doing sports products, but also a creative brand. If 囧 shoes is the public Li Ning brand image has changed a lot, the limited edition shoes before Li Ning has been in professional fever to establish sufficient influence. During the Sichuan earthquake, Li Ning produced "Tribute 001" shoes, that is, made 100 pairs of shoes for the 100 representative heroes of the earthquake. It took only 40 days from design to production and was considered an example of rapid response in the footwear industry. The limited edition number of "Lei Feng 001" plate shoes Sneaker (love and favorite shoes) circle has been fired to 4,000 yuan, relative to the price of 300 yuan mainly in the Li Ning brand, no doubt, "high price." In the past only young people interested in the collection of Nike also began to invest interest in native Li Ning. Senior Sneaker Anne wrote in the forum the same day a collection of Lei Feng shoes: "Lei Feng from ordinary soldiers, to become a model of Chinese society, has been completely detached from the personal meaning, sublimation to a spirit, a belief. In China Sneaker field, there is also a representative of a spiritual manufacturer, that is Li Ning. However, for Li Ning, these limited edition despite the high price, but not a means of profitability. At present, these shoes with very little production have not been sold on the shelves, but sold to Sneaker through special channels. Obviously limited edition products represent a brand culture, more is to play a promotional role of the brand. Global brand network columnist Chen Wei believes that limited edition Li Ning shoes every day contact with the network, wearing a foreign sports brand young people to establish a local tide brand image. This is Li Ning want to establish an international brand image is a subtle. In order to meet the needs of many Sneaker, now Li Ning in the first and second tier cities opened a Mini shop, specializing in the display and sale of high-end products and limited edition shoes. This will be followed by other production-winning design shoes to ensure sales. Network pop culture is characterized by a wide range of audiences, short life cycle, perhaps "embarrassing" trend will soon be over. But other fresh words and new things will emerge from the network again and again. Zhou Xiaofan is not worried about this, soaking in the Internet all day, keeping up with the trend of young people after 80 that their products will be constantly updated to meet consumer preferences. What the team needs to do is always grasp the trends and take the lead.