Lining Ignites The Hope Of The Local Sports Brand

Lining's brand Olympic marketing also has reason to believe that sports marketing will eventually achieve Lining's future.

In the way of Olympic marketing for every sports brand, Lining's brand marketing plan is comprehensive and effective.

Because the whole staff of Lining brand understands: "Olympic Games means great business opportunities.

Whether it's Olympic sponsorship or non Olympic sponsorship, it is a great effort to explore the Olympic business opportunities.

So, including Lining, they all went all out to participate in the Olympic marketing campaign in full swing this August.

First of all, there is a great marketing task for sponsoring entries for Olympic teams.

Establishing a brand image in a professional sports field is a successful marketing practice of the world-famous sports brand, just like basketball in Nike and soccer in Adidas.

Lining obviously knows this too well.

The special relationship between Lining himself and gymnastics, gymnastics has become the preferred object of sponsorship by Lining.

In fact, as early as the 1992 Barcelona Olympic Games, Lining was already a sponsor of the Chinese gymnastics team.

Today, Lining has a closer relationship with Chinese gymnastics. Besides sponsoring the Chinese gymnastics team, he also sponsored the Chinese rhythmic gymnastics team, the Guangdong gymnastics training center and some large-scale gymnastics competitions.

Lining also stepped up the pace of entering the international market by gymnastics.

As early as in 2000, Lining defeated Adidas and other powerful opponents, and successfully sponsored the French gymnastics team. He pioneered the sponsorship of overseas sports teams by local sports brands at the Olympic Games.

However, compared with football, basketball and so on, the degree of industrialization of gymnastics is obviously low, and the number of participants is not large.

In addition, Lining's current annual sponsorship of table tennis, diving, shooting, archery, weightlifting and other sports projects are also low in industrialization.

If Lining wants to compete with Nike, Adidas and other international giants, he must find a higher level of sports.

This year, the Lining brand carefully selected some professional teams of sports events, scattered into the professional sports products design and development of various teams.

For example, the best game in the Olympic Games is sponsored by Lining, the eight member of the American dream team.

In the process of sponsoring professional teams, Lining's brand prediction work is very comprehensive.

The head of the Li Ning Co said, "marketing is a business of 42 pounds. When we are sponsoring, we can not be very utilitarian to regard this job as commercial sponsorship, but in fact, Li Ning Co's think tank knows too much about sports competitions and understands the Olympic games too much.

They tried to analyze the team's performance better.

We strive to take all marketing opportunities and ensure minimum marketing costs. "

The sponsorship of these professional sports also helped Lining brand's innovation in the field of commercial R & D.

For example, the sponsorship of these mainstream sports events, such as football and basketball, has opened up a market for professional sports.

Secondly, the Olympic Games of four years will be a great stage for businessmen to show the world and the brand image of the world.

The investment in sponsoring the Olympic Games is not bad, but the returns are often amazing.

Seeing this point, at the beginning of the Li Ning Co, there was a deep Olympic complex. Li Ningren thought it was a simple sport value.

During the Olympic Games, some countries were also dressed in Lining brand logo.

Obviously, the right of clothing provided by the host athlete has been acquired by Adidas brand.

Then Lining brand still did not relax his chance to show up at the opening ceremony. Lining brand sponsored the entry dress of Italy countries.

This is the diplomatic advantage in which to help, not the Lining brand and the sports team itself.

The marketing difficulty at this time is that the sponsorship is not sportswear but ceremonial costumes.

In this work, Lining brand also did.

They embroidered Lining's "L" logo on the formal dress.

Third, since July 13, 2001, Beijing has won the right to host the 2008 Olympic Games. The Li Ning Co has won the title of "China Olympic Committee strategic partnership" and has become the highest level sponsor of the Chinese Olympic Committee. It has caught the "early bus" of the Beijing Olympic economy in 2008.

But later in marketing execution, it should follow International Olympic Committee's relevant advertising authorization regulations.

Lining brand firmly cling to the marketing opportunity of CCTV host and spares no expense to gain marketing opportunities.

The most important thing is to mention the scene of Lining himself lighting the torch at the opening ceremony.

It has to be said that this is the most brilliant achievement of Lining brand in the Olympic Games marketing.

The eighteen years of Lining's brand growth are the eighteen years that Olympic marketing has been explored and perfected in China.

The integration and application of Olympic marketing has made Lining a remarkable achievement, but it is far from enough to achieve his goal.

In 2006, Lining's domestic turnover exceeded 3 billion yuan, while Nike was 10 billion dollars, a few times the difference between the two; in terms of brand influence, Lining could not compare with rivals.

However, after the end of the Beijing Olympic Games, the Lining people's efforts in marketing have made the brand of Lining not only become the pride of the Chinese people, but also become a myth in the global sports brand.

Indeed, anything is possible.