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Lining'S Book Jumped 144 Million After The Ignition.

2008/8/13 17:51:00 41793

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18 years ago, after the Li Ning Co was founded, "Lining" no longer appeared on a single name.

Another identity of the "Prince of gymnastics" has always been difficult to separate -- that is the chairman of the listed company.

According to Thomas Reuters data, as of August 11th, Lining had about 266 million 800 thousand shares of the company, and his personal fortune in the company increased by HK $165 million 420 thousand (nearly 144 million yuan) on the 11 day.

Lining has lit the Olympic torch for three days.

With the sharp rise of Li Ning Co's share price in Hongkong stock market, the topic of business is also rising again: the impact of ignition on Li Ning Co; the classic case analysis of Li Ning Co's Olympic marketing strategy; the game between domestic brand and world brand.

Both the economic observer and the public are delighted with this.

18 years ago, when the Li Ning Co was founded, "Lining" no longer appeared in a single name.

Another identity of the "Prince of gymnastics" has always been difficult to separate -- that is the chairman of the listed company.

At present, there is no data showing that the person who has the same name with a brand is recognized by the world in the opening ceremony, which will promote the sales volume of Li Ning Co.

However, with the overall decline of domestic sports brands in Hongkong stock market and the overall decline of the stock market, the Li Ning Co has gone against the market.

Sponsorship of China's 40% championship team

"Curve rescue" strategy is included by Harvard

In January 13, 2007, when the sponsor of Beijing Olympic Games was bidding, Lining's bid bid price determined by his own strength was 1 billion yuan, while Adidas's final bid was 1 billion 300 million yuan.

Lining, who has sponsored a Chinese sports delegation to participate in the four Olympic Games, was overwhelmed by his opponents at home.

"We feel that it is not advisable to blindly seek the status of sponsors blindly."

Chen Weicheng, chief financial officer, explained.

But according to Zhang Xiaoyan, director of external affairs and public relations of Lining, 2008 will be the turning point of the internationalization of Lining in 2013 and the top five sports Brand Company in the world. At this critical moment, will Lining stand by the Olympics?

The answer is obviously not.

Through the "curve rescue" marketing strategy, Lining sponsored some teams to enter the Olympic Games to occupy a place in the competition.

Yesterday, the Argentina basketball team, which had been "hit" by Chinese basketball fans in the overtime, came into play in the Lining style.

Last January 11th, the Li Ning Co and the Argentina Basketball Association signed a 6 year strategic cooperation agreement in Beijing. This means that the Argentina men's and women's national basketball teams will wear Lining's robes and will play the Argentine popular Tango in the major international competitions such as the Beijing Olympic Games in 2008, the 2010 World Championships and the 2012 London Olympics.

In fact, in the Beijing Olympic Games, in addition to the Argentina men's basketball team, "Lining" also involved in China's table tennis, gymnastics, diving and shooting 4 gold dream team.

The Spanish men's basketball team and the Sultan, Tanzania track and field teams, the American table tennis team, Sweden and Spain's Olympic delegation are also in the sponsorship of "Lining".

Sweden and Spain sports delegation in Lining sports uniforms to participate in the opening and closing ceremonies and other major activities, while the rest of the contract team will be dressed in Lining sportswear to compete.

"Lining is a small company with limited budgets, so we need to take some ingenious measures."

Lining CEO Zhang Zhiyong said.

The most commendable way is that Lining has taken a new path and creatively adopted a shortcut to take part in the Olympic Games with the media platform.

He won the exclusive sponsorship of CCTV Olympic Channel clothing.

Although the Olympic Games were stopped before the start of the games, Lining's effect has been achieved for a long time.

A survey shows that in the sports apparel industry, up to 37.4% of respondents believe that Lining is a sponsor of the Beijing Olympic Games, while the real Olympic sponsor Adidas has a cognitive rate of only 22.8%.

This "hero" strategy is cited by Harvard Business School as a classic case. "The development story of a Chinese national brand can be selected as a case, especially in Harvard Business School, which is very proud."

Professor Wang Gao, School of economics and management, Tsinghua University commented.

3 minutes after ignition for 48 hours.

Lining's account is 150 million yuan.

The opening ceremony of the Beijing Olympic Games has won the worldwide audience's praise, attracting the attention of billions of people around the world, including 842 million of the Chinese people.

When Lining was struggling to run and ignite the Olympic torch in mid air, the opening ceremony reached a suffocating climax.

Although the impact of this scene on the future performance of Lining stock remains to be verified, the image of the hero of the prince of gymnastics has penetrated into the hearts of investors.

According to Reuters, investors rush to buy shares of Li Ning Co Ltd listed in Hongkong, hoping that his performance last Friday will help enhance the global recognition of the company's brand.

Data show that the first trading day after the opening of the opening day, Lining rose in the A share crash and Hong Kong stocks fell slightly, the early opening of 2.17% higher than 18 Hong Kong dollars, the middle reached a high of 18.66 Hong Kong dollars, or 5.6%, closing at HK $18.24, up 0.62 Hong Kong dollars, up 3.519%.

Before that, Lining's share price has fallen from HK $20 to nearly HK $17 in the past half month.

It is reported that when there is news that Lining may be in charge of lighting the torch at the opening ceremony, the company's share price swept away the decline, rising spirited, and rebounded 3.7 percentage points on the 8 day, while the 11 day's share price continued to work hard, and it rose against the market when the Hang Seng Index fell A shares fell 26 points.

On the same day, Anta sports continued to fall, closing at HK $5.56 / share, down 3.304%, while XTEP international fell 20.833% to HK $1.9 / share.

The company's share price has been ignited and reversed by Lining's flying Apsaras, and Lining's own value has also benefited greatly.

Although Lining shares fell slightly yesterday, investors are still optimistic about Lining's market.

A securities brokerage analyst said: "I feel that there are lots of speculative elements in it. There is a risk of excessive expansion in China's sports equipment market, but Li Ning Co will benefit from the Olympic Games in the near future."

The Li Ning Co issued a ban:

Ignition elements should not be involved in the market.

Before Lining ignited, he even deceive his wife. After the fire, the "Prince of gymnastics" was equally secretive.

Apart from CCTV's short film revealing the contents of Lining's ignition training, Lining has hardly said anything to the outside world.

All Li Ning Co owners talk about the topic of "ignition", but the topic of "ignition" and "market" is more taboo.

Yesterday, the Lining media center, which was officially put into use during the Olympic Games, was opened, and no text or photos of Lining's main torch were found in the webpage.

Morning Post reporter called Ren Bin, director of the media center. He said: "we can provide the latest picture and text of Lining sports resources and brand."

Speaking about the impact of the ignition on the recent market, Ren Bin politely said, "the recent market statistics data have not yet come out, and the company has already held a meeting to study. We are not allowed to talk about the problem of lighting the main torch to the market."

Recently, the Lining flagship store, which is walking into Wangfujing in Beijing, will feel that the atmosphere in the shop is unusually warm.

Mr. Lining, a customer with the same age as Mr. Lining, said: "the opening ceremony seems to have brought us back to the age of winning the championship again and again.

Few of these two days are not talking about Lining.

People in the industry have commented that Lining's 3 minutes long run made the world take three steps toward the recognition of "Lining" brand.

However, no matter which store is Lining, you can hardly find any marketing elements related to the ignition.