Twenty Year History Of Sports Shoes Brand In China (2)
"Holding together" and "following suit" are a major feature of the Jinjiang sports brand.
If you use Kong Linghui to advertise, I'll use Li Yongbo; if you use Nicholas Tse, I'll use Stefanie Sun.
At the peak of 2004 -2005, there were as many as 40 Jinjiang sports brands advertised on CCTV sports channel.
Similarly, they do not face confrontation with Nike, Adidas and Lining, but are happy to be kings in the two or three tier cities.
At present, important commercial streets across the country are basically separated from the Jinjiang sports brand.
With their push, the store rents up the boat.
In the 90s of last century, the collective pformation of Jinjiang sports brand was undoubtedly successful.
In recent years, they have once again turned magnificently.
"Jinjiang Department" in 2007
ANTA Sports Products Limited
Successfully listed in Hongkong.
Under the influence of Anta's model, Jinjiang sports brand, such as PEAK, XTEP, Hongxing Erke and Meck, has been listed and become a unique scenic spot in the capital market.
"Every enterprise in our daily life sharpens our heads and wants to become a leader. We should seize the initiative and break through."
Xu Zhihua said no secret.
In fact, in recent years, the Jinjiang sports brand has continuously added high value to the brand by sponsoring international teams and events.
"Now, what we need to do is to find differentiation."
Lining has changed the LOGO again. This is already.
Li Ning Co
The sixth time is to reshape the brand.
However, the timing of this LOGO change is quite interesting.
Just a few months ago, Lining and Adidas announced their achievements. After 6 years of chasing and killing, Lining's turnover in mainland China finally surpassed Adidas and became the second largest sport brand after Nike in 2009.
Ten years ago, the haze of Nike and Adidas was not completely dispersed, but the dawn also dawned.
Lining's battle with Nike and Adidas for ten years -
Lining finally surpassed Adidas.
Whether Lining really surpasses Adidas and Nike in real sense is still too early.
Embarrassment of being surpassed
After retiring in 1989, "
Prince of gymnastics
Lining joined Guangdong Jianlibao group and founded the "Lining" sporting goods brand.
In 1991, Jianlibao invested 16 million yuan. The Guangdong Lining sporting goods company was formally established and was responsible for the operation of Lining brand sportswear and sports shoes independently.
Li Ning Co has also created the leading brand of sporting goods in China.
Lining, the best Chinese athlete, was also very successful at the beginning of his business.
In 1996, Li Ning Co set a record of 670 million yuan.
However, all good days ended in 2003.
Lining, who has been in the lead for 9 years in China, has been robbed by Nike, which has been intensively cultivated in China for 28 years.
Second years,
Adidas
It also surpassed Lining in second place.
"Their market share in China was very low, but they passed us from 2000 to 2004."
It is embarrassing for Zhang Zhiyong, CEO of Li Ning Co, to be quickly surpassed.
"Our management deeply memorize that experience."
In fact, in 1999, when Lining achieved annual sales of 700 million yuan in China, the annual sales volume of Nike in China was only 300 million yuan, while Adidas only had 100 million yuan.
Although the base is very low, since 1999, the growth rate of Nike and Adidas in China has far exceeded that of Li Ning Co.
This led Lining to redefine the company strategy from the perspective of brand.
In the second half of 2003, Lining launched another round of brand new changes.
Lining, who lingered in the low and middle end of the mass sports market for a long time, decided to shift his focus to the high-end sporting goods market.
Lining's positive confrontation with Nike and Adidas in the high-end market was officially unveiled.
Killing the high-end market
Zhang Zhiyong disclosed that in 2004, the Li Ning Co set up a secret plan to spend 15 years in the Chinese market to overtake Nike and regain the throne.
The most intense competition of sports brand is two aspects: one is sports marketing, the other is price strategy. Two
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