Lining Was Depressed And Renamed &Nbsp; Adidas Was Gloomy.

June 2010, distance

The world cup, which has attracted worldwide attention, has made Adidas and Nike take the lead.

Lining, where the morale is booming, is willing to shrink from the end of the month. At the end of 6, Lining released a new brand logo in a high-profile manner, concentrating on Nike and Adidas in the first tier city market.

At this moment, Adidas, which has experienced "channel difficulties", is reorganizing the three armed forces, pforming the original "brand and sales front-line" organizational structure into a new framework of "cross brand (Adidas and Reebok), sales and brand separation".

The sales force was supervised by the global CEO Herbert, including a special force, the retail business force.

It is this retail business unit that will gradually open its own store and control the retail terminal.

Adidas, which advocates "light assets", decided to "reappear" and bombarded China's two or three tier city market with heavy artillery.

Back in the 7 years from 2003 to now, the war pattern in the industry has quietly changed with Lining's defeat.

Lining's back up

One thing, Lining has been depressed so far.

In 2002, Lining launched a new brand slogan "anything is possible" (Anythingispossible).

Two years later, Adidas also launched a new slogan, "no Nothingisimpossible", then Adidas surpassed Lining, followed by Nike to become China's second market.

At this time, Chinese consumers saw these two very similar slogans, but mistakenly believed that Lining was imitating Adidas.

Lining and Adidas's Liang Zi.

If the two strong enemies surpass one another, a strong person will be furious. He will jump out of four words in his head immediately.

A truly powerful person knows how to work hard and knows how to make a detour.

In 2003, Lining, who was driven out of the throne, set up a period of 15 years against himself.

This is a long and frustrating period, but it contains intelligence and determination -- the two essential qualities of the strong.

Lining rationally contrasted the strength gap between himself and the strong enemy: Nike and Adidas, after all, are international giants. In 2003, their sales volume was 10 billion US dollars and 5 billion euros respectively, while their current annual sales volume was around 1 billion yuan.

The advantage of the former local channel was also expanded by the two giants in the channel of brand promotion.

In people's minds, when talking about sports brand, the first reaction has been gradually occupied by Nike and Adidas.

Perhaps, at the time node in 2003, the 15 year period can rationally reflect the gap between Lining and the two giants.

In addition to reason, Lining still has determination, and its breakthrough is football and basketball.

In the territory of sports brand, the two most influential items of football and basketball are two.

In 2002, the Chinese men's soccer team entered the world cup in an unprecedented way. The sponsorship of Adidas has deepened the impression of its first football brand in the eyes of Chinese consumers.

Just when Adidas was in high spirits, Lining mobilized the artillery fire and launched a surprise attack on the "football commanding heights".

The fighter plane appeared in international soccer team Li Tie to join Everton in the Premier League.

Li Tie was one of the players that Jianlibao organized to study in Brazil. With the help of Jianlibao, Lining easily got the sponsorship of Li Tie. Then he launched the "iron series" football shoes in a big way. Li Tie also wore Lining's football shoes, and watched the premier league matches under the gaze of Chinese fans.

However, an industry's iron rule is,

Li Tie's performance in the Premier League was not satisfactory. He soon suffered from injuries and gradually faded away from the fans.

Sales of Lining's "iron series" football shoes are also falling.

Lining, who was blocked by the commanding heights, looked up at Adidas's star camp. Only a Real Madrid team would be enough for Lining to catch up with.

Beckham, Zidane, Raul...

Lining had no choice but to withdraw.

From the "football commanding heights" defeated, Lining and his teachers to the "basketball commanding heights" launched a heavy bombardment.

In 2005, Lining became a "NBA official market partner" and sponsored the star O'neal the following year, causing a sensation in the industry.

But then almost the same mistakes in football. O'neal was old and athletic, and soon faded out of the top NBA stars.

But Nike has been cling to the resources of top stars such as Kobe and James, without giving foreigners any opportunity to take advantage of it.

On the basketball front, Lining was also unable to match Nike.

In the two round, Lining fell.

However, this made Lining understand a very important business logic.

Adidas and Nike can dominate football and basketball because they can find sports resources with global appeal in their respective countries.

Adidas in Germany is the three World Cup champion, recognized as a powerful soccer country, Nike in the United States has the world's top basketball league NBA.

But in Lining's China, football is almost a tragedy, and basketball is not a strong team in the world.

In these two projects, Lining simply can not find teams or stars that match the two giants.

Lining, who was very depressed, began to think of a new way to break through.

At the same time, a more important battle started the first shot.

Duel Olympics

Lining CEO Zhang Zhiyong still remembered that in 2004, he was preparing for the 2008 Olympic Games sponsorship bidding book in a hotel near Dongsishitiao, Beijing.

In order to prevent leakage, he wrote the bidding amount in 30 minutes before the departure.

Subsequently, Lining himself carried the box containing the tender, walked for ten minutes, and came to the office of the organizing committee.

This is an unprecedented adventure. At that time, Lining had not yet listed, the turnover has just exceeded 1 billion yuan, and the profit is less than 100 million yuan.

"We have all our lives."

Zhang Zhiyong recalls.

You know, at that time, for every industry in Beijing, the sponsorship power of the Olympic Games was almost equal to the nuclear weapons under command of the world, so long as it was held in hand, the achievement of hegemony was just around the corner.

The result of the bid disappointed Lining. Adidas beat Lining at 1 billion 300 million yuan to become a sponsor of the 2008 Beijing Olympic Games.

The Adidas, holding a nuclear weapon, was just like the rainbow, and it directed the artillery fire to the leader Nike.

In 2006, Adidas global CEO Herbert came to China to personally supervise the battle. His high-profile claim that Adidas will take the lead in the Olympic Games and surpass Nike in 2008 to become the leader in the Chinese market.

At that time, Adidas had more than 2500 stores, the main force was concentrated in the second tier cities, while Lining had more than 4000 stores, with the dominant force in two or three tier cities.

The two sides have advantages in their array, but they are in a jagged way.

Correspondingly, Nike also has nearly 2000 stores in China.

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Herbert set up a military order: to be opened to 5000 stores before 2010, with a sales performance of 1 billion euros.

But the gunfire of the sneak attack interrupted Herbert's dream.

Herbert was familiar with the enemy who had come face to face.

Nike's "hooked" banner is Nike global CEO Mark, who has been fighting with Adidas at the 6 Olympic Games.

When Adidas put all its strength in the right of sponsorship, Nike signed the agreement with the 22 Chinese sports teams to provide them with competition clothing and sports shoes.

Nike's gunfire is hitting Adidas's defensive weaknesses.

In these 22 sports teams, if athletes win gold, though he will receive awards in Adidas's clothing, he will still be wearing Nike's clothes.

What really attracts the audience's attention and is repeatedly played by TV is not the glory of the award, but the process itself.

What Nike is more powerful is that she has mastered the two ace resources of Liu Xiang and Yao Ming to match the one hundred thousand volunteers of Adidas.

One hundred thousand volunteers are at least more than half of the fans of the two biggest trump cards.

In fact, Adidas pays more attention to the team and conveys the spirit of teamwork in the brand appeal, while Nike takes American culture and ACE stars as the killer.

In the 70s and 80s of last century, Nike took the American culture represented by Jordan and Lewis in one fell swoop, and attacked Adidas's home market in Europe at one fell swoop.

In the eyes of Nike, Liu Xiang and Yao Ming are Chinese Jordan and Lewis. They have outstanding achievements, unique personality, and gentle people, which are popular among the Chinese people.

Nike takes sport stars as its spear, Adidas takes the team spirit as its shield, and the two sides are hard to separate.

At this time, a fierce army was killed in the stabbing Thorn - Lining.

Adidas's sorrow

Adidas's headquarters in Germany, Germany has a famous musician called Chopin.

However, Chopin, who is so hungry, can not play Adidas's sorrow.

It's Lining who really makes Adidas sad.

At the beginning, Lining paid 1 billion 300 million yuan for the sky high price and let Lining go back to his office in a lost way.

The price of 1 billion 300 million yuan is 4 times the net profit of Lining in 2006. CEO Zhang Zhiyong said, "it is impossible to spend money with Adidas than that."

However, how can Lining miss this far reaching summit?

Lining's surprise attack on Adidas is even more vigorous than Nike, and can be divided into three waves.

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In the first wave, Lining took the same tactics as Nike: sponsoring sports teams.

But Lining knows more about precision attack, and brings Chinese shooting team, diving team, table tennis team and gymnastics team to the command. Each team is the dream team of Chinese sports, which has a strong brand appeal.

Lining also signed the Argentina and Spain men's basketball team most likely to beat Nike's US men's basketball team to enhance their firepower in basketball.

In the second wave of raid, Lining carried out the terminal intercept intelligently - signed a two-year agreement with CCTV sports channel.

Chinese consumers watch the Olympic Games through CCTV sports channel.

During the events broadcast from 2007 to 2008, the hosts and reporters must be dressed in Lining's clothes when they appear.

Lining's strategy is: how do you manage Nike and Adidas to compete on the field? I only care about the TV terminals. The most consumers see is the sign of my Lining.

Lining poked at the pain of Adidas.

1 billion 300 million yuan of real gold and silver, how can people trample.

Adidas immediately found the organizing committee to protest against Lining's attack marketing.

In order to protect the rights of the official sponsors, CCTV suspended cooperation with Lining two months before the opening of the Olympic Games.

Adidas sealed the second wave of Lining's death.

But Lining CEO Zhang Zhiyong only said a meaningful word: "it doesn't matter. We have ideas and are good ideas."

In many cases, apart from tactics and strength, there is also a very important and mysterious factor -- luck.

At this time, Adidas began to go bad luck.

"2008 with Hu Jia, no impossible", "2008 with Sui Feifei, no impossible"...

Just as the Adidas Olympic Games were on the way, the advertising spokesmen appeared many unlikely situations: Women's basketball players Sui Feifei's foot injuries, diving athletes Hu Jia's eye injuries, two people have been lingering outside the Olympic thresholds. Although Zheng Zhi's popularity is rising, how much confidence can the Chinese football players perform in the Olympic Games?

Adidas was sad, but more sad than ever. The third wave of Lining's raid.

The Olympic war is the decisive battle for all heroes to exert themselves to fight the main battle.

Adidas counted tens of thousands of dollars and calculated Lining's possible assault tactics and took precautions against it.

But sometimes things are often, you find many hidden details, but ignore the most obvious key points.

Adidas has done its best, but has neglected the most obvious two words -- Lining.

As a hero in Chinese sports history, how can Mr. Lining, chairman of the Li Ning Co, not show his face at the Olympic Games held in China?

What happened behind is known to all. Mr. Lining lit the Olympic flame over the bird nest under the gaze of 3 billion viewers around the world.

Immediately, Lining shares rose, the company's market value soared 200 million yuan, insiders predict that the commercial value of Lining ignition is as high as 4 billion yuan.

There are also market surveys that more than 30% of Chinese consumers mistaken Lining for sponsoring the Beijing Olympic Games.

When Lining ignited, Adidas global CEO Herbert sat on the VIP stand as Olympic official sponsor.

If I am not myself, I will never realize what kind of sadness it is.

Competition supply chain

The Olympic Games, like a shot in the arm, made the sporting goods market in China in 2008 an unprecedented excitement.

The actual growth rate of the market is 30%, and the increase of orders per brand is more than 40%.

This is not the fact that heroes do not see the gap between the two numbers, but that they are all in a crazy state of mind when they take advantage of the Olympic Games.

The result of this speculative mentality is tragic: the pressure on the channel has increased sharply since the financial crisis.

The most tragic thing is the sad Adidas.

Hundreds of millions of dollars, printed with Olympic labels, give them a headache.

In fact, from September 2008, Adidas began to receive bad news from dealers: the situation of cargo loading is very serious, resulting in insufficient liquidity and no more goods.

A dealer in Linyi, Shandong, said: "our Olympic atmosphere was not so heavy. Basically, the award dress was sold better.

After the Olympics, it is even worse. "

Dealers want discount sales, Adidas is sticking to the brand image, and the conflict between the two sides is intensifying. Some dealers even threatened to terminate their cooperation with Adidas.

On the one hand, Adidas had to placate dealers and sort out channels, and on the other hand, it recovered some of its own stores.

An opponent's fault is his own opportunity.

At the end of 2008, Lining, whose annual sales volume had reached 6 billion 700 million yuan, suddenly found that Adidas, which surpassed annual sales of 8 billion 300 million yuan, was no longer difficult.

Comparing prices, Lining is cheaper than Adidas; in contrast, in 2008, Lining already had more than 6000 stores, while Adidas had more than 5000.

Lining has advantages in these two aspects.

But continuing to move along the industrial chain, Lining discovered a major defect of his own.

When Lining was driven down from the throne in 2003, the inventory turnover rate was as high as more than 160 days, while the inventory turnover rate of Nike and Adidas remained at about 80 days.

When Lining earns one dollar, Nike and Adidas can earn two times.

In fact, two foreign companies have their own support from behind the top of the world. Baoqi group, a subsidiary of Baocheng group in Taiwan and Yuyuan industry in Dongguan, has the world's largest shoemaking factory.

In addition, Nike has its own logistics base in Jiangsu.

This intensive supply chain is the guarantee for the two giants to gallop China.

To complete the fatal blow to catch up with the enemy, we must establish an intensive supply base.

In December 2008, a piece of news shocked the industry. Lining led 7 core suppliers to gather in Jingmen, Hubei, and set up a super industrial park covering an area of 3200 mu, which has both production and logistics functions.

This base in Central China has radically changed Lining's supply chain.

In the past, Lining's supply chain model was "from distribution center to customer pfer warehouse to retail store".

Now, the base's distribution capacity can radiate to 900 kilometers within two days.

Lining's supply chain model has changed from "distribution center to retail store".

As a result, Lining inventory turnover rate reduced to more than 70 days, enough to compare with Nike and Adidas.

The remaining question is, where should we fire?

The two commanding heights of football and basketball are still firmly occupied by Nike and Adidas.

However, Lining found a superb breakthrough - badminton.

Badminton has a high popularity in China. In recent years, there are more and more participants. Badminton venues in major cities are often full.

More importantly, China's badminton is the world's top level, the most appealing stars are in China.

Lining's choice of badminton has the same effect as Adidas's choice of soccer and Nike's choice of basketball.

In 2009, Kaisheng, a local badminton brand bought by Lining, captured the sponsorship of the Chinese Badminton national team, which was occupied by Yonex for seven years. The attack and fire poured down on the highland of badminton.

In the TV ads, super idol Lin Dan holds Lining's racket to kill the ball with great care. "If I'm not a good racket, can I change it at random?" the star effect quickly captured the brain's share of consumers, and the first association of badminton brands gradually became the Lining endorsement of Lin Danhe national team.

By June 2010, Lining's share of the badminton market had reached 30% in just one year.

The sudden rise in badminton has greatly stimulated Lining's overall brand image and sales performance.

In March 2010, all the Lords issued their earnings in 2009.

Li Ningnian sales rose 25% to 8 billion 300 million yuan, while Adidas slipped to 7 billion yuan. Lining succeeded in surpassing Adidas, occupying second of the market, and Nike was only a stone's throw away from Nike.

At this point, the 15 year deadline set by Lining in 2003 was half the same.