Lining'S World Cup "Loss Of Voice" Is Almost Inevitable.

Compared with Yingli's high-profile attack, Li Ning Co's "loss of voice" during the world cup seems to be more obvious.

The sharp contrast comes from Li Ning Co's competitors.

Adidas has sponsored 15 football teams, including Spain and Argentina, and is also the FIFA's highest level strategic partner.

Nike has, as always, launched a lot of advertisements in the early stages and matches of the world cup, and C, Rooney, Ribery and other superstars appeared.

PUMA also sponsored the Italy team.

Even XTEP's "little brother" has launched a marketing offensive on CCTV sports channel during the world cup.

In the end, although the performances of C, Rooney, Ribery and others were all gloomy and big, they lost their popularity. But in the top 4 of the top 32 teams in the world cup, besides the 3 teams sponsored by Adidas, the Nike sponsored Holland team broke into the finals, and with 116 minutes of the Spanish war, only 4 minutes would be able to force Spain into the final stage of the penalty shootout.

What about Lining?

Lining can sponsor top teams such as Spain and Argentina in basketball field. Why not make a breakthrough in football?

To this doubt, Li Ning Co CEO Zhang Zhiyong emphasized the limited nature of resources.

In his current important business areas of Li Ning Co, basketball, running and badminton are at the forefront, while football is not mentioned.

From this point of view, Lining's "loss of voice" during the world cup is almost inevitable.

Li Ning Co 2009 earnings report shows that the total share of footwear revenue is 42.4%.

Although it is impossible to know which 42.4% specific categories are composed, there are no more than 10 professional football shoes in the flagship store of Lining's Wangfujing (34.00,0.04,0.12%), and nearly 100 kinds of basketball shoes.

Similarly, in recent years, Lining has signed the soccer spokesperson only Li Tie, and has designed the "iron burning" series, but the basketball field has sponsored NBA China, now still sponsors Spain and the Argentina men's basketball team, the spokesperson also has O'neal, Davies and so on NBA superstar.

Restrained by the market atrophy of China's Super League and middle class football league for several years, and the emergence of basketball giants such as Yao Ming, the demand for football market in China has been narrowed. This is why Lining, Anta, PEAK and so on are aiming at basketball and ignoring football's realistic choice.

In addition, in the global sporting goods market, the two giants, Nike and Adidas, are traditionally basketball and soccer.

When the two sides begin to infiltrate and beat each other, the quality sports marketing resources left to Lining can hardly be borrowed.

Earlier, the industry once said that Li Ning Co might buy British sporting goods company UMBRO, UMBRO also accumulated quite a lot in football field, but when Adidas invaded the basketball field of Nike's traditional advantages and acquired Reebok, Nike quickly launched the merger.

Under such circumstances, the lack of existing marketing resources and product sales support, high profile burning money or pragmatic frugality, Lining chose the latter.

This is understandable.

But when Nike has low price to win the sponsorship of the super tournament, how Lining will break through from football field has become increasingly difficult strategically.