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[Chinese shoes Network - brand observation]: The Chinese gymnast Li Ning, who became a hero in 1984 when he won six medals at the Los Angeles Olympics. That the Olympic Games is the new China after a lapse of 32 years to participate in the inaugural Summer Olympics.
By 1990, Li Ning founded his own sportswear company Li Ning enterprises (Li-Ning). Li Ning, the company described as a blockbuster, 1999, the company's revenue reached 700 million yuan in China, Nike (Nike) and Adidas (Adidas) more than twice - the two companies in China, income was 300 million yuan and 1 one hundred million yuan.
Challenge
Chinese middle class consumer spending growing, and they favor foreign brands, plus basketball and football soaring in popularity in China (Nike flagship basketball-related products, while adidas flagship football-related products), which Nike and Adidas sales in China exceeded the Li Ning Company.
policy
Initially, the Li Ning Company with foreign competitors coincidence degree target market is very low. Li Ning, the company is selling mass-market casual wear, Nike and Adidas are selling professional standards of sports apparel; Li Ning Company is China's second and third-tier cities, the
Cheap foamposites for sale market leader, Nike and Adidas are Beijing and Shanghai market leader.
However, in 2001 (that year China won the right to host the 2008 Olympic Games), the Chinese people's interest in sports has reached a new height. Li Ning, the company tried to emulate foreign competitors marketing strategy.
?? brand ambassador: overseas company hired a star athlete as a brand ambassador, such as Nike and American basketball player Michael ? Jordan (Michael Jordan) signed a contract with Adidas ? Kobe Bryant (Kobe Bryant) signed. Nike also achieved worldwide success with three Chinese sports stars contract, they are hurdler Liu Xiang, tennis champion Li Na and American Basketball Association (NBA) star Yao Ming.
Since Li Ning Li Ning is the company's most important brand ambassadors, consumers will start only with gymnastics Li Ning brand products linked.
?? Sponsor: Nike basketball activities in the field of major sponsors, Adidas main soccer field. Li Ning, the company sponsored the Chinese traditional sports strengths, such as diving and gymnastics, but these movements are not attractive to youth soccer and basketball so much.
2004 conducted an initial public offering (IPO), the Li Ning Company purc
cheap foamposites hased the right to use the logo and NBA players in China marketing and advertising. But it is only brought to afford less well-known teams and activities.
Li Ning lit marking the opening of the Beijing 2008 Olympic torch, but Adidas has won the sponsorship rights that session of the Olympic Games, which makes the company the right to provide clothing for the Chinese team.
?? logo and slogan: Li Ning's "L" brand logo and Nike's "Whirlwind" (Swoosh) logo strikingly similar, and it's "Anything is possible" (Anything is Possible) advertisement also with Nike The "Just do it" (Just Do It) not much difference.
2010, in order to attract "90" generation, Li Ning, the company launched a new effort. But the new slogan "to change it" (Make the Change) did not stimulate the enthusiasm of the target audience, but also alienated now on the age of the original customer base.
?? Pricing: Li Ning price increases in 2010, but the high-end customers find quality Nike and Adidas still better, while the low-end customers to choose the other lower-priced domestic brands.
Results
At the end of 2005, Li Ning Company has 3,373 stores, after three years of development to 6245 stores, including new stores opened
Retro jordans for sale in the host city of the Olympic project. Although Li Ning Company revenue in 2008 rose 54%, thus exceeding the Adidas, but the latter again by 2010 ahead of Li Ning Company.
Slowing inflation and economic growth began to affect consumer confidence. In 2011, the overall growth of sports apparel sales in 2010 from 20% to 13%. Nike, Adidas and Li Ning, the company's sales revenue in 2011 was 2 billion, 1.7 billion and $ 1.4 billion. The first half of 2012, sales growth of Nike and Adidas, Li Ning sales decline.
lessons
Li Ning, the company failed to adapt to market development, its location so that consumers confused. The company's logo and slogan and too similar to its competitors, which makes consumers think it is an imitator.
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