The Brand Narrative Research Of Li Ning’s Tiktok Short Video Advertising

Since the outbreak of the COVID-19,the global economic growth has slowed down.China’s national economy has been growing steadily.The consumption structure of residents has been constantly optimized and upgraded.The domestic sports market occupies a certain position in economic development.Under the concept of national sports,national fitness,and national health,China’s sports industry is booming,and consumers’ demand for sports products is growing,Domestic and foreign sports brands are competing for development.The China-Chic of the era of cultural self-confidence has sprung up,and all walks of life have complied with the requirements of the times and the needs of development,integrated the concept of China-Chic,inherited China’s classic culture,gone to the world through the national style,and started to develop new formats and models with short videos.As the representative of China-Chic brand going abroad,Li Ning’s analysis of the brand narrative of its Tiktok short video ads has certain guiding significance for other China-Chic brands.As a strong China-Chic brand,Li Ning has a mature development system and model,and has a greater influence in the sports economic market.When studying the brand narrative of Li Ning’s Tiktok short video ads in this thesis,we found that its content covers a wide range of areas,and pays attention to the habits and interests of various groups on the platform users.Both ordinary consumers and image spokesmen describe it,both long videos and short videos are involved.Li Ning can attract young consumer groups and trigger the trend of China-Chic.It is Li Ning who integrates many narrative elements into Tiktok’s short video ads,tells the story of Li Ning’s brand,and promotes more consumers to achieve online and offline purchase behavior with the commercialization and intelligence of Tiktok’s platform.This thesis selects Li Ning’s Tiktok short video ads as the research object,combines quantitative analysis and qualitative analysis,and uses content analysis,case analysis and comparative analysis to study Li Ning’s brand narrative.This article discusses the five parts of Li Ning’s Tiktok short video advertising: First,it defines the concept of Li Ning’s Tiktok short video advertising,summarizes the development process of Li Ning after he entered the Tiktok platform,and analyzes the current situation of the development environment with the PEST method.The overall political,economic,social and technological environment is beneficial to the development of Li Ning’s Tiktok short video advertising,and also contributes to the number of advertisements in Li Ning’s short video advertising Analyze the status quo of operation status,user characteristics and release time;The second is the content analysis of the narrative elements of Li Ning’s Tiktok short video ads from its theme,characters,plot and aesthetics;The third is to further summarize the brand narrative principles of Li Ning’s Tiktok short video ads,and conclude the four main principles of consistency,differentiation,popularity and integration;The fourth is to explore that Li Ning’s Tiktok short video ads are based on the SICAS model,gradually guiding consumers to achieve consumer behavior from five directions of perception,interest,connection,action and experience;The fifth is to summarize the shortcomings of Li Ning’s short video ads in brand narrative,and put forward targeted suggestions and experience enlightenment for other China-Chic brands,so as to provide development strategy suggestions and references with practical value for the rise of China-Chic brands in China.