This 90 After 90, Lining Sports Marketing Promotion War

When I first met Zhang Xiaoyan, the reporter was busy asking for a question.

"

So, let's start with Lining's "after 90".

From the beginning of 1990 to the beginning of 1990, the sales volume of Li Ning Co has been increasing very rapidly in the past ten years.

Until 2002, the first bottleneck in development was before us.

"In the past ten years, there are few competitors. People's demand for sports is not special. There is no concept of sports major. At that time, sports shoes were called" travel shoes ".

But we soon realized that without professional sports, brand can't be done.

Zhang Xiaoyan said.

As a result, the Li Ning Co has broken the traditional concept that people used to wear sports brands only when they were in sports, and the products involved were gradually developed from the invariable sportswear to the whole range of products including clothing, footwear, socks, bags, headbands, Bracers and so on.

At this time, Lining also pays more attention to the professionalism of sports marketing.

In Zhang Xiaoyan's words, "we pay more attention to sponsoring teams, athletes and our products echoing each other".

Since the end of 2003, Li Ning Co has formally adjusted its operational strategy to re plan sports marketing.

For example, because of Lining's success in the development of basketball category, he signed the Spanish Basketball Association. With the Spanish basketball team playing the role of the Athens Olympic Games, Lining brand and Lining basketball category have been given unprecedented attention.

So far, Lining has sponsored five Chinese national teams, including badminton, gymnastics and shooting, as well as Spain and Argentina national basketball teams, bringing Lin Dan, O'neal, Powell and other heavyweight generals into the bag.

Reforming sales road to cope with post Olympic Era

In 2008 Beijing Olympic Games, with the "Lining ignition" warming, Lining brand's annual sales performance also surpassed Adidas, second only to Nike, so that the Chinese people are very proud.

"In addition to the sponsorship team and the sports staff, we also held the" Lining Caravan "activity. In this car, pictures and sports equipment of the Chinese athletes were placed. The land for the caravans was all prefecture level cities and county-level cities.

We think more about promoting Olympic culture and interacting with consumers in the two or three tier cities. "

Zhang Xiaoyan said.

Also established in 2008, Lining's Ministry of electronic commerce and the launch of more than 1000 online stores have made the Olympic marketing of Li Ning Co upgrade in an all-round way.

When the Olympic craze recedes, both venues and sports brands will be affected to a certain extent.

Facing the advent of the post Olympic era, the measure taken by Li Ning Co is to take the initiative to reform.

In Zhang Xiaoyan's view, there are two aspects of reform -- sales channels and products.

In terms of sales channels, integrating distributors is the first step we take.

Some distributors have only one shop in the county-level cities. Because of the slow flow of goods and the pressure of inventory, they have no more funds to make the next season's goods. This hinders the development needs of the brand, so we integrate and integrate the distributors.

In terms of products, the Li Ning Co pays more attention to the function and environmental protection of the products.

"We increase our investment in Foshan and Beijing laboratories and continue to carry out R & D and monitoring.

For example, we continue to improve the ability of shock absorption and lightweight in the development of Lining bow.

In terms of environmental protection, since 2009, we have used Japanese EcoCircle's recycled fabric to produce more than 20 garments, which is also our support for environmental protection.

Zhang Xiaoyan said with a smile.

The way to open the future is crossing the bottleneck in speculation.

At the end of June 2010, at the 20 th birthday celebration of Li Ning Co, the new Logo of "Lining cross action" was unveiled. Meanwhile, the brand slogan "Makethechange changed" took the place of what consumers already knew "anything is possible".

Online consumers think the new "logo" is more fashionable and soft, and the Chinese word "people" also inherits the past "L" signs, more tension and stronger sense of movement. According to some media surveys, a small number of consumers can not accept this change.

But Zhang Xiaoyan is optimistic about Lining's brand remolding. "We are very aware of the doubts of the outside world.

China's sports brand is very young. Lining is now at the bottleneck stage of brand development. This is the journey that sports brands that will come up later in China.

We actually encountered this kind of difficulty first, but this is not a bad thing. The company is ready and we hope that our efforts will provide some reference for other sports brands in China.

It has been a year since the bid change.

Zhang Xiaoyan believes that the biggest change lies in the change of marketing promotion.

In addition to paying more attention to professional athletes to promote professional products, Lining has also increased activities to interact with young consumers.

"We have a project called" Ningdong Orient ", which is an exhibition of Lining's design, culture and representative products.

This year, we held an exhibition at Zhongshan University, and let more college students enjoy the pleasure brought by sports.

Many consumers believe that Lining's original intention of changing the bid and raising price is going to the international market. Zhang Xiaoyan has made an explanation. "At this stage, Lining is still doing the internationalization of the products and sticking to the stability of the Chinese market."

Brand remolding is the only way that any historical enterprise will take.

And our internationalization strategy will start in 2013. Now our most important task is to provide consumers with cost-effective products and do well in the domestic market.

Next year is the Olympic year, and Lining has taken an important step.

At the end of July, the 1st Anniversary countdown ceremony of Lining London Olympic Games was held in Olympic Museum, Lausanne, Switzerland.

At the 2008 Beijing Olympic Games, Lining was praised as one of the biggest winners in the marketing strategy. Next year is the second year of Lining's strategic pformation. Is the donation of Olympic Museum another opening of the Olympic strategy of the Li Ning Co? Let's wait and see.

Lining Laboratory

If I tell you: a plain knitted T-shirt has 22 inspection procedures, the cost of which is 2090 yuan.

Do you believe it? Yes, it all happened in Lining Foshan R & D center laboratory.

In the Lining Laboratory of Foshan, from a large number of buttons, badges, zippers to a huge body machine, from tens of thousands of small machines to thirty tens of thousands of Yuan "sunshine climate testing machine", all are running against time and time.

Because it bears the task of producing about 300 test reports per day.

According to Lining, director of the Foshan R & D center laboratory, the main work of Foshan laboratory is to cooperate with the quality control of R & D, development and production of the company. The new materials developed can only be used for clothing design and development through testing. The clothes developed only meet the quality requirements of the company to meet the order.

"In the production process, we require the material suppliers to provide each batch of test reports and compare them with the central laboratory."

Another important task of the laboratory is to verify the performance of the newly developed materials in the R & D department and to draft and revise enterprise standards and national and industry standard services for the company.

Director Wu told you a story, "in the national and industrial standards of clothing, there is no assessment requirement for fabric.

But in our company's clothing sales, many customers complained about the fabric and caused a lot of retreat. This not only affected the company's sales performance, but also increased the quality cost of the company.

To this end, we used a variety of clothing materials in the laboratory to conduct a large number of comparative tests and data analysis. We formulated the assessment criteria for the marking of yarns to become the enterprise standards, resulting in a significant decline in the number of disabled people resulting from tick problem in recent years.

In the national standard of "general technical requirements for knitted professional sportswear" drafted by our company this year, we have joined the examination items and requirements of the knitting thread. At present, the standard is being consulted all over the country.

Unlike the Foshan laboratory, which is mainly functional and research oriented, the laboratory of Lining's Sports Science Research Center in Beijing is mainly engaged in R & D work. It is divided into five research laboratories: Sports Biomechanics Laboratory, mechanical testing laboratory, foot and shoe last research laboratory, physiological function laboratory and computer simulation laboratory.

The reporter visited the sixth generation flagship store in Beijing, Lining, and found that the terminal shop has already set up a simulation machine for consumers to interact with consumers, so that R & D scenarios can be reproduced.

Reporter's notes

China's sports brand is still very young, and now it's too early to go international.

They should slow down and reexamine themselves in terms of products, channels and terminals.

In terms of products, we should pay attention to science and technology, environmental protection, specialties, appearance design and so on. In terms of market promotion, sports brands should know that not just signing a giant star can create culture and expand their territory.

After all, sports marketing is not a "hammer sale", but the marketing strategy of "sports stars + advertising" can no longer satisfy the public's desire for brand recognition.

Brand must make sports culture, brand culture and product promotion three harmoniously unified, integrate into every link of enterprise operation and develop together, in order to achieve a resonance between enterprises and consumers.

How to strengthen and extend the tension and vitality of their brands, conform to and lead the sports consumption trend is a topic that every sports brand should learn. At the same time, they need to constantly update their source power.