Experience in advertising

 Experience in advertising. In a running shoe ad, Li Ning has used a form of Chinese ink painting, the picture of the runners pace is brisk, which is typical of physical performance in the film lens. Li Ning brand's long-term sustainable development must be profoundly different implications for the foundation, high imitation shoes wholesale, which means to make the brand is Although the Oriental theme itself does not guarantee success, but the Oriental theme with international design and international image for the company to bring success.

shoes have a unique and recognizable shock absorption, support, and control, and ultra-light nature. Mr. Wu recalled: The most important message is that Li Ning can be developed and run specifically for the Chinese who have the core technology. Chinese foot insole.

sporting goods distribution channel is usually divided into large cities, first-tier cities, second-tier cities and third-tier cities, it is divided in two dimensions, the first dimension is the GDP, is that every city The index is between the GDP number; the second is the population. Li Ning, the distribution companies are now major business line in China market and second-line market in the distribution of the so-called third-line market than other local brands in China is relatively small, which is to achieve vertical growth and horizontal growth of the combination of fine imitation shoes wholesale. in 4000. This is actually the secondary market to the Chinese Adi clarion call. At the same time, Nike in China has nearly 1,200 stores and growing at an annual rate of nearly 500 new stores to expand. Although Li Ning Company to quickly respond to Adidas announced to open in the same period more than 1,500 stores, but the indisputable fact is that it was originally opposed to the two dominant channels of international brands began to be kept thinning.

through research, found that Li Ning, sports goods inside the core consumer group is the core of the crowd of students, student groups occupy 60% of sports fans, all the big companies the industry's core target customers. In these sports-loving students, college students accounted for 45%, 55% middle and high school students. Students then further subdivided, each brand loyalty in the student not the same inside. Comparing the two groups of high school and college students, China's high school students more respect for Adidas and Nike and other international brand. Because students self-finance is dominated, but the basic source of high school students are relying on inside the family, so the purchase will be a very big difference on college students pay more attention to price.

However, since Adidas for the Beijing 2008 Olympic Games was declared the seventh partner, Li Ning, the company began to feel a crisis, the good times become less stable, it seems that one is not watch out it will slip from the hands. Adidas 250 cities in China, with 1,300 stores, it become a partner of Beijing 2008 Olympic Games is announced after the year 2008 will be distributed in 250 cities in the 1,300 stores, increased throughout the < br>
do exercise clothing and shoes VS brand land said.

concentrate resources to seize the core of the user

Nevertheless, the fine imitation of sports shoes wholesale, as the boss of the local sports brand Li Ning, easy life has been more moisture flies, competitive pressures and not great. According to the survey, from a sales point of view, Nike, Adidas and Li Ning of China together account for three of the sporting goods market, 40%. Proximity to the vast China market, enjoying a certain degree of comparative advantage: compared to other domestic brands

Zhang Zhiyong, the first after he took office to solve the problem is, how to use limited resources to enhance the financial capacity of the first? Generally said that the most influential of all the retail business side, there are activities at the retail end of business is the most dynamic. Shop is the simplest level of growth, and most can be visible. Thus, Zhang Zhiyong was basically almost all of the resources are put into the support of the channel, that is shop, a full three years has been and continues to do this thing, the image of a unified VI, promotional ......
< br> brand building and product innovation require long-term sustainable investment, and returns in the short term is usually invisible. However, in order to build sustainable competitiveness, Li Ning to work on these lessons. Therefore, the Li Ning to properly handle the short-term benefits and long-term interests, high imitation Converse canvas shoes, not because of short-term interests at the expense of long-term interests.

Although football is very popular, but Li Ning, the company made a wise choice, only a limited football sports investment. Li Ning, the company also plans to follow the tennis and fitness pace of development, these two major cities of the emerging movement as movement, women have the greatest potential for development.

in the past decade, rising purchasing power of Chinese consumers, promote the industry average growth rate of 25%. Sporting goods market is expected in 2008 will reach about 550 billion to 800 billion yuan, of which more than half (estimated at 47 billion yuan) is expected to come from secondary and tertiary cities. Although these markets, the low-end products led the distribution market structure is expected for 30% of the high-end products, 30% in the end product, 40% of the low-end products.

level of vertical growth + growth, from our retailers, when a retailer can not be profitable when the pressure is greatest. We demand quality and brand must balance. Beijing Olympics drive Chinese people's enthusiasm and motivation in sports, China's sports goods industry is ushering in an unprecedented rapid growth opportunities. Li Ning, the company's sales growth in recent years has been maintained at 30% or more, far more than other domestic brands, but with the world's sporting goods giant Nike and Adidas in the Chinese market four or five per cent per annum compared to the substantial growth still slightly worse, especially the

, has significant brand; compared to Adidas and Nike, two major international brands, it has the incomparable advantage of cost advantages and channels. Li Ning, Zhang Zhiyong, CEO to take the words is: have a strong distribution, and product market concentration is the most powerful in the second and third tier cities, the market share of 20%, focusing on playing the price card, the price than the international brand Li Ning, a 30% to 40%, but higher than binary, security riding and other domestic brands high 50%. , comfortable), but also the value of the virtual nature (if any face.) A pair of Nike, Adidas running shoes cost about 600 to 800 yuan, and Li Ning, the price of the same product only about half of the two brands. For the consumer, than Li Ning, Nike, Adidas low value, not only because of their functional value of the gap, but also because the gap between the value of virtual sex. Li Ning to be directly related to Nike, Adidas compete to be the virtual nature of value and functional value on an issue, there is no other road to take. Li Ning Company

primary task is to pass the field of sports shoes Li Ning brand in the professional image and inspire people to awareness of the brand of trendy fashion. Brand strength not only through product quality, design and innovation to ensure competitiveness, have to rely on choosing the right idea. Through extensive interviews and research, the brand Li Ning Li Ning company described as These features are part of the company's logo has been reflected, The logo is in the start-up when Li Ning,cheap UGG boots, a secondary school teacher in the company sponsored a design competition.

match the organization, external professional manager from Procter & Gamble, Coca-Cola, DuPont, Nike, professional managers of international companies in their respective positions have been playing an important role; established market research, consumer research to do .. ....

in front of the Li Ning is like a sandwich in the middle. Despite the company's real competitive pressure from the front, but can not ignore the back, many domestic brands have been flagrantly beyond the

personalized brand

the company's growth depends on two dimensions, one is the level of growth,UGG shoes, one is vertical growth. Level of growth is carried out in accordance with the number of store growth. The second dimension of vertical growth, is how to improve the quality of the shop, the single-store revenue increase this year. From a competition point of view, the higher the level of the market, single-store maintenance costs will be higher. Do the brand, if not on a stable foothold in the market is not enough. In 2005, Li Ning,UGG boots clearance, the company almost 75% of the revenue from the sale of authorized dealers, only 20% of the business is operated stores completed. This means that Li Ning, the company's strategic positioning has been placed on the core brand. In the third-line market, Li Ning has also set up shop set strict standards, such as the market has just opened shop in the next layer of the standard can not be less than 70 square meters.

appears in Zhang Zhiyong, Adidas and Nike in competition with the first stage, the Li Ning Company shall provide the best products to become cost-effective, especially against the Chinese people. To this end, companies should continue to improve in the production process. Products with higher technology content, the price will naturally increase. three urban consumers, it is because our goal is to do low-cost and no longer the brand. Nike and basketball, and football is closely related to Adidas, the Chinese market positioning and running other related brands such as Reebok (Reebok), Aspen Lakes (Asics), New Balance (NewBalance) still in the height of discrete state This is Li Ning brand position in this area provided an opportunity to establish, therefore, run by Li Ning, the company identified as the most important difference of development, the company running the majority of plans are developed for.

the Rockets in Houston (HoustonRockets) effect of the Chinese NBA superstar Yao Ming, the popular basketball has become the number one sport. Basketball sportswear company Li Ning has also become a focus.

before and after the attack to get rid of this embarrassing situation? Li Ning Company believes that, if the Li Ning brand can be the same as Nike and Adidas brand strength factors, can take a more leading position in the market. Li Ning, the company nearly two years to implement marketing strategies to target identified as: 2008 Olympics Li Ning in the minds of consumers as a unique and distinctive brand positioning set. How to integrate the company's resources to ensure that maximum use of existing competitive advantage, while the company can take advantage of new opportunities, Zhang Zhiyong has become a major consideration.

Case Comment: make a fuss about the value

no doubt, the best way to make a brand in the high-end market to build their own brand image. But Chinese companies are often due to various objective factors can not choose this path. China is a big market,UGG boots, consumer market, the environment is completely different climate. And the Chinese market has grown rapidly, the relative lack of escort mature capital markets, Chinese companies must adapt to rapid economic changes, to the first access to economic resources. Therefore, Chinese companies, we must first solve the problem of existence, then it be possible to consider how to position the brand.

In fact, many leading local brand Li Ning, the company faced with a similar situation - with big international brands in direct competition, there was no alternative rectifiable. The brand is still at a disadvantage in the case of how to compete with international brands? It must return any enterprise must answer to the fundamental point: you provide customers with the core values of what?

The value of virtual sex core brands, Li Ning has realized this and began a planned and orderly brand building. With oriental elements and international brands to differentiate whether the attractive Chinese consumers remains to be seen. However, with the level of China's growing economy and status in the international economy continues to improve, the attractiveness of the brand with Chinese characteristics, and influence will certainly continue to increase. Functional value depends mainly on product development and innovation. Li Ning on the continued investment in product development, and there is a degree of improvement, recently launched in the domestic market has a

Li Ning did not have the sports brand at all, that year's second quarter, emerged in Guangdong in many small companies came to the generic type easily on the Li Ning Company's products have had a great impact , It was said that only a T-shirt to a backlog of inventory as many as 60 million pieces. After this happened, Li Ning Company began to think in the end what sports brands? What is the sports brand?

To take advantage of Oriental elements, designed to make the East a key theme of the contents of brand association. Sri Lanka separate. arrangement, it is also used a number of Eastern elements. Li Ning took three; the two most important football matches are also made of Li Ning.

brand value has two dimensions, one is the product of value, a virtual value of the brand. In the sporting goods industry, Nike running shoes wholesale, more rely on the virtual value of the movement and the spirit of the sport to achieve, this is in fact the so-called brand personality positioning, requires long-term accumulation.

Li Ning is not too much in large cities to compete with the two international giants, although Beijing is a strong market, Li Ning. Other domestic sporting goods company to compete in the three cities, as Li Ning, the company have the ability to open more franchise stores to gain market share is relatively easy. In early 2006, Li Ning products distribution network covers 3,005 franchise stores, 111 directly managed retail stores and 257 department store sales counters. In addition to the economically developed areas in coastal areas, but also in all major cities in China to achieve synchronous development.

development strategy, Li Ning, the company deliberately avoided starting from competitors, but from the perspective of consumers and competitors to form differentiation. New delivery company aims to target customers choose the product positioning and brand image of the information, but the choice of products is determined by the business opportunities, while competitors move should also be taken into account. Since 2002, Li Ning, the company is committed to producing five major sports Sports: running, basketball, tennis, football and fitness. News Adidas World Cup battle with Nike Nike Nike cheap carnival organized basketball penetrate the market possible In the gymnastics prince Li Ning's personal brand, led by rapid growth; but the development to 2000, Li Ning, a company-wide have felt something close to demons in preventing the company to continue upward. company research found that, for a new generation of young people, Li Ning Personal Aura Li Ning products for their choice has gradually lost its appeal, and these people, it is the company's target consumer. Li Ning, the company began re-branding of the revolution. In 2001, Zhang Zhiyong, Li Ning, the company veteran as CEO.

Li Ning the company's sales team less than 300 people, but there are more than 4,000 Direct staff. indirect marketing channels distributed in eight major areas. provincial distributors responsible for franchise order. through the proper planning seasonal promotions, inventory from the 2004, 112 days to 86 days in 2005 (consistent with the industry average.) company to offer franchises, including hardware (such as stores elements, information technology) and training (management, sales, etc.), including support and incentives. In terms of distribution network, an urban planning maintain the status quo, for Nike and Adidas are still relatively weak in the second and third tier cities, the company plans to allocate resources to ensure that the new franchise development and the continued operation of existing stores.