Twenty Year History Of Sports Shoes Brand In China (3)

In terms of price, Lining's action is quite simple.

In 2004, Lining began to throw away the original 270 yuan, 280 yuan mainstream price segment products, moved to more than 350 yuan price, and Nike and Adidas mainstream price segment only 50 yuan difference.

In sports marketing, from 2003 to 2006, Lining became a sponsor of the Chinese men's basketball team, the Spanish men's basketball team and the Sultan track and field team.

As we all know, basketball court is the world of Nike, while soccer field is Adidas's world.

If this is only Lining's "

At that time, the three sides focused their attention on the Olympic sponsorship market.

Adidas and Nike have also invested a lot of money for this.

It is estimated that Adidas has paid about $80 million to $100 million for the official sponsor of the Olympic Games in cash and in kind, and Nike has also sponsored China's multiple Olympic teams.

After losing the sponsorship power due to insufficient financial resources against Adidas, Li Ning Co sponsors five central banks and successfully intervenes.

The rush to edge ball quickly aroused the dissatisfaction of Adidas, a genuine sponsor.

In order to safeguard their rights and interests, Adidas set up a separate team to counter recessive marketing with the Beijing Olympic Organizing Committee's anti recessive market department.

Beijing Olympic Organizing Committee released the Olympic Games.

However, Adidas counted tens of thousands of dollars, but it still missed the fact that there was another national hero in the Li Ning Co, that is, Lining himself.

On the opening ceremony of the Beijing Olympic Games, Lining, who carries the torch, lit the torch on behalf of the 1 billion 300 million Chinese.

The whole nation is boiling.

Time seems to freeze in the moment of Lining's "flying Apsaras". Before that, the three party's looting of sponsoring resources suddenly became meaningless.

The industry was once called "the most successful free advertisement in history".

Although Li Ning Co has repeatedly stressed that it is purely Lining's personal behavior, it has nothing to do with the company, but for Nike and Adidas, it was a heavy blow.

Ke Ruijia, director of Olympic marketing at Adidas, said with an acrid interview, "all the torchbearers are dressed in Adidas clothing", but they are not enough to turn the tables.

A survey conducted by market research firm Sheng three has shown that 45% of Chinese consumers mistakenly believe that Li Ning Co is the sponsor of Beijing Olympic Games.

The battle is not divided.

In March 18, 2010, the Li Ning Co released its 2009 performance report in Hongkong, showing that its global turnover increased by 25.4% to 8 billion 387 million yuan, of which about 99% of its turnover was in the mainland market.

And in the previous two weeks,

Look at gross profit margins again.

Compared with competitors, Lining's gross profit margin is relatively high and stable, basically maintained at 47%-48%, which is even higher than Adidas's 45.4% in 2009 and Nike's 44.8%.

On the above two sets of data, in 2009, Lining in the Chinese market competition, it can be said that since 2004 for the first time to surpass Adidas.

However, a fact that can not be ignored is that in 2009, Adidas implemented a major organizational change, pforming the original vertical organizational structure into a new framework of cross functional, cross brand (Adidas and Reebok).

The rectifying of the channel led to a decline in Adidas's performance.

According to Adidas CEO HerbertHainer, because of the high inventory problem of Adidas in Greater China in early 2009, the company adopted "extra means to digest inventory at low profit margins".

That is to say, whether Lining really surpasses the two giants of Adidas and Nike and regain the throne in real sense is still too early to say.