Lining'S Application Of Sun Tzu'S Art Of War

Li Ning Co knows very well that compared with Adidas, it is not yet in an order of magnitude: "the annual turnover is 3 billion 200 million, 100 billion," and "1 billion 300 million is already 4 times the net profit of Li Ning Co in 2006".

He who knows can fight and who cannot fight wins.

In the art of war, Sun Tzu did not always approve of the confrontation between the soldiers and the enemy. The so-called "upper military strategy, then cut down, then cut down the troops, and then attack the city", in this case, it is more "seeking", which is a strategy for the army.

Therefore, we can not show it and use it without showing it.

To be strong and avoid it, to anger and to scratch, to be humble and arrogant, to lose and to labor, to kiss away.

If we fail to win the battle, we will not win the battle.

Knowing that his overall strength is still far less competitive than that of his competitors, he still needs to go all out to participate in the bidding of Beijing Olympic TOP sponsors. As a leading local enterprise in China, it has played a certain role in news and publicity, so it has been defeated.

"The potential is the right to make profits because of profit."

The agreement stipulates that all the staff members, volunteers, technical officials and members of the Chinese delegation who participated in the Olympic Games in Beijing in 2008 and the Paralympic Games in Beijing must wear sporting goods marked with the 'Adidas' logo. This is the real rules of the game. You can't touch it, but there is bound to be a defined scope outside the scope of the other teams. How about the other teams in the 2008 Olympic Games and the Paralympic Games in 2008?

What about competitions?

What about the hosts and reporters?

As a local enterprise, we can make full use of the advantages of some landlords to bypass the real and strong battlefields of the Olympic property rights and bypass the empty areas.

Therefore, war is not constant, and water is impermanent. It can win because of changes in the enemy. "Those who are difficult in military struggle must be straight and direct, and the interests of the victims will be good.

Therefore, it is necessary to make a detour, but to induce it to benefit; later generations send it, and the ancestors know it.

As a result, Lining lost "on a battlefield", but on another battlefield, he realized "strike hard with weakness, attack by real attack, and attack by all means".

The low profile of Yang Gang, general manager of Li Ning Co brand, confirms that "the good fighters are also successful, without wisdom or fame."

Therefore, those who are curious and wonderful are infinitely like heaven and earth.

The war is not singular but positive.

Strange and honest, such as endless circulation, who can be poor! "

It should be said that Li Ning Co CEO Zhang Zhiyong is well versed in his way, so he evaluated Lining's "non Olympic marketing": "spending more money than Adidas and Nike?"

That's impossible.

But it doesn't matter. We have ideas. And they are good ideas.

Li Ning Co has long started to think of ways to find an unprecedented way to promote brands: to spend a small sum of money in major events within limited funds.

This is not, on the one hand, positive and rival "Beijing Olympic TOP sponsors" bidding and fighting to the last minute, on the other hand, the magic trick is repeated, and signed an agreement with CCTV sports channel: the hosts and reporters who broadcast columns and events in 2007~2008 are required to wear Lining's clothing when appearing in the 2007~2008. The agreements signed with the Argentina men's basketball team, the men's basketball team, the Chinese shooting team, the diving team, the table tennis team, the gymnastics team and other top teams are all able to make a show of their heads and achieve their strategic goal of enhancing brand awareness and reputation.

"Go out of the way and become unhappy."

"The rules are inadequate and the attack is more than enough.

A good guardian is hidden under nine places; a good attacker moves on nine days, so he can protect himself and win the battle. "

Attack and defense are all in the overall situation. There is no need to blow up the face and fill the fat and glory for a moment.

The defender is deep and subtle, which makes people unaware of how to attack the enemy. Those who are good at attacking can grasp the strategic commanding point, form soldiers invisible, let people do not know how to defend, and unwittingly defeat the enemy.

"Go out of the way, tend to be unpleasant." those who do thousands of miles but do not work will go to the uninhabited area. They will attack and take the offensive, but they will not defend.

Therefore, those who are good at attacking will not know what they are guarding.

Therefore, we can command the enemy, "the extreme form and the invisible. Invisible, we can not see deeply. Wise men can not seek."

Because the shape is better than the crowd, people can not know, people know that I win the shape, and do not know the shape of victory so that it can not defeat, but should be formed in the infinite "enemy", I believe that the next Lining will make Nike, Adidas more "depressed".