Twenty Year History Of Sports Shoes Brand In China (5)

Live a relaxed life outside the spotlight.

As a matter of fact, Lining has been out of management for more long-term considerations. He wants to modernize his company. "My reputation is too great." In Lining's view, his special athletic career and athletic achievements will affect many specific businesses, operations and management, including the development of the company. Therefore, if I participate too much, it may not be bad, but 90% of the practices may be broken. I think a Brand Company should have its own genes, independent character and independent value connotation, so that our employees, investors and consumers will focus on it, not because of Lining myself, so flash is always useless for me and can not solve the problem.

So the head of the halo "gymnastic Prince" chose to hide away from the spotlight. Of course, the lighting of the sacred flame for 1 billion 300 million Chinese people in the Beijing Olympic Games is a "national assignment", which is an exception.

"I was in my teens. Athletes Since the flash is on, it's better to be relaxed. My way of life is to live a relaxed life. I do not live by acting. "

After the opening ceremony of the Beijing Olympic Games, Lining's life in Hongkong also aroused great interest among the Hong Kong media, and became the new darling of the paparazzi. But the topic was limited to the eight diagrams of luxury houses and famous cars.

If Lining has any personal interests, he will be a babysitter for retired athletes. Zhang Zhiyong revealed that Lining had a Chinese athlete education fund to help Chinese athletes retire and extend their career. "What happens when a large number of non champion athletes retire? Lining uses the money to send them abroad to train coaches, even help them manage their personal wealth, so that they do not spend money in a random way, which usually takes him a lot of time."

Extended reading

Nike's next stop - the two or three line city?

Recently, Nike said that in the next 5 years, the annual revenue of its emerging markets, including the Greater China region, will grow at around 10%. Although no strategic details have been revealed, the industry has predicted that the two or three tier cities will be the focus of Nike's next stage of development. If that is the case, it means that Nike will invade the domestic sports brand, especially the Jinjiang sports brand.

Is this feasible? At present, the price of Nike sneakers is 500 yuan, and the price is 1000 yuan. Two or three line city If you eat, then Nike will have to cut prices.

UBS Securities has made a hypothetical analysis in a report recently: the domestic first tier city market has become saturated, the future market is mainly concentrated in two or three line cities, and Nike, Adidas and other international first-line brands have to maintain a relatively high growth rate and strong market competitiveness, so we must adjust the existing product price combinations. The "perfect price" of footwear products in the two or three tier cities is between 170 yuan and 250 yuan. Obviously, the current prices of Nike and Adidas are not suitable for the consumption level of the two or three tier cities. To enter, adjustment is necessary.

UBS further analyzed that under the premise of guaranteeing the profit of these brands and suppliers, Nike could make the lowest price 300 yuan, even though it was 50 yuan higher than the perfect price, but for consumers, "buy 50 yuan more than you can buy a pair of Nike", they will think "value for money".

However, Li Ning Co CEO According to Zhang Zhiyong, there are two indicators for the final judgement of business, one is the share of the mind, that is, the brand value, and the other is the market share. The value of any brand will be converted in its market share. "If you make 200 yuan of products, you can gain market share and make 300 yuan or get market share, but that will also reduce your share of the brain. Because these two are not equal relations. "

That is to say, if an international brand like Nike wants to make a 300 yuan product to capture the two or three line market, the most important thing for it is whether its other competitor, such as Lining, will take advantage of it and get the market share of its high price product. This is the most paradoxical point for Nike.