Who Is Lining And 2008 Of Adidas?

Lining and Adidas: non sponsors VS sponsors whose 2008? November 8th, reporters' day.

The Li Ning Co chose this special day to invite a large number of journalists to visit the new office area of Tongzhou. At the same time, it released the Olympic strategy named "hero gathering sword 2008".

As a witness of China's Olympic Games since 1992, the Li Ning Co's Olympic strategy is based on the theme of "Heroes", including three important plans: "heroic team", "hero gesture" and "hero return".

At the press conference, Lining, Guo Jingjing, Yangling, Xing Aowei and other Olympic heroes dressed up in the spotlight. Zhang Zhiyong, CEO of the company, introduced the details of the "hero" Olympic strategy of Li Ning Co. The walls were filled with pictures of all the Chinese Olympic delegations sponsored by Li Ning Co.

A reporter sighed, "apart from the lack of bright red China, the relationship between Li Ning Co and the Olympics is at least unmatched in domestic enterprises."

In fact, since Li Ning Co lost a lot of controversy in the Beijing Olympic Games sponsorship competition, Adidas did not stop the pace of 2008.

It is reported that the failure of sponsorship is only due to the disparity of economic strength between a Chinese young enterprise and an old multinational enterprise.

This has stimulated the Li Ning Co's pursuit of Olympic opportunities and the lofty sense of mission for the 2008 Beijing Olympic Games.

After that, the Li Ning Co has made vigorous efforts in "Olympic marketing". In January 11, 2007, when basketball fans all over the world still remember the 2006 World Championships in the Spanish men's basketball team wearing Lining, Lining brand signed another world champion team, the Athens Olympic champion Argentina men's basketball team.

Moreover, in the next six years, the "national brand" of Argentina basketball players, including the men's basketball team in Argentina, will all "match" the logo of the Lining brand.

There are professionals who admire Lining's brand marketing tips: left Spain, right Argentina, and two basketball world champions.

What is more, since January 1, 2007, all the hosts and reporters of CCTV sports channel have begun to wear the products provided by Li Ning Co. The contract will last until December 31, 2008, including the Olympic broadcast.

The Li Ning Co's practice will, of course, be controversial. It also pushed itself directly into the battle with Adidas, the sponsor of the 2008 Olympic Games in Beijing. In fact, it was Li Ning Co. After Sohu became an Olympic Internet sponsor, its old rival Sina immediately joined the alliance and established the "2008 Olympic report alliance".

2008 is an opportunity for all enterprises. In the strict Olympic protection of intellectual property rights, competition is wisdom.

As a sponsor of the Olympic Games, it should be more effective in marketing. After all, it has the support of the official Olympic Organizing Committee.

However, it is puzzling that the marketing methods of Olympic sponsorship enterprises are far less flexible than those of non Olympic sponsoring enterprises, and the Olympic sponsorship enterprises are almost in a state of aphasia in Olympic marketing.

One time watching Oriental TV's program, the host took two brands, one was written by Lining, the other was written on Adidas, so that the students who participated in the program voted to choose which one was the 2008 Olympic sponsor. Surprisingly, 50% of the college students chose Lining.

I can't help pinching those Olympic sponsors: it's still a few months away from the Olympic Games. If you can't tell the world that you are "Olympic sponsor" in such a short period of time, everything will be a golden dream when the Olympic Games end in flowers and applause.

On the eve of the Olympic Games, when Lining told Lining about his non Olympic marketing strategy, enterprises that did not win Olympic sponsorship should listen to their ears.

In the days when the Beijing Olympic Games are approaching, when the competitors are watching Olympic Games with the Olympic sponsorship ring and arrogantly, the ambitious but not Olympic sponsors will have no choice but to do something else in marketing.

In January 3, 2007, the Li Ning Co (hereinafter referred to as Lining) looked rather lonely because Lining lost.

The bidding war around Beijing's 2008 partners has had a phased result on this day.

Lining fought to the last minute, but he still had to accept the bitter defeat. He was defeated by Adidas, which was well capitalized. The latter became the seventh partner of the Beijing Olympic Organizing Committee.

Lining's smile is compared with the loneliness of Beijing, because it has received generous benefits from the sponsorship of the Olympic Games in Beijing. All the staff members, volunteers, technical officials and members of the Chinese delegation who participated in the Beijing Olympic Games in Beijing 2008 Olympic Games and Beijing Paralympic Games in 2008 must wear sports clothes with "Adidas" logo. All athletes must wear Adidas clothes when they come to power.

This is undoubtedly a heavy blow for Lining.

Lining has sponsored the Chinese Olympic team's award equipment since 1992. During the 2000 Sydney Olympic Games, the Chinese dragon motif and the natural inspired butterfly shoes were honored by the journalists who took part in the Olympic Games.

Competing for the defeat of Olympic sponsors means that it is hard to win the Olympic Games in Beijing.

However, it will take a lot of money to qualify for Olympic sponsorship.

Due to the non disclosure of sponsorship fees, we have no way to know the exact amount of Adidas's sponsorship right now.

However, according to anecdotal rumours, it is not difficult to outline the bidding scene in the mind: Lining's bidding price is 1 billion yuan, so when Adidas, who is in the thick of the money, is free to leave the price of 1 billion 300 million yuan, Lining has to opt out.

This is a wrestling strength.

There is a big gap between Lining and Adidas in terms of scale and financial strength: in 2006, the turnover of Lining was 3 billion 200 million yuan, while Adidas's figure was 100 billion yuan.

If the rumor is true, 1 billion 300 million yuan is the last bid price, which is more than 4 times the net profit of Li Ning Co in 2006. Giving up is really a surprise. Otherwise, it will be a great adventure.

Of course, no one believes that Lining will give up the Olympic Games, including the victory of Adidas, because it believes that Lining's Chinese enterprise urgently needs to show itself more at the Olympic Games held at home.

The strategy of saving the nation by curve is that when people see Lining lose in the Olympic sponsorship bidding, it is taken for granted that Lining has failed in the Olympic marketing war.

In fact, Lining has already been on another road, a road Adidas disdains to go, and does not want to go.

Just a few days after losing the sponsorship of the Olympic Games, Lining, who was a second hand preparation, began to punch out a few heavy punches. In January 5, 2007, Lining signed an agreement with CCTV sports channel. The hosts and reporters who broadcast the columns and events in 2007~2008 were required to wear Lining clothes when they appeared.

This means that during the Olympic Games in Beijing, as long as the CCTV sports channel is opened, Lining's Logo will be reflected in the audience's eyes.

This is a very innovative marketing plan. It cleverly evade the barriers of "Olympic intellectual property" and embrace the Beijing Olympic Games in a low cost way. I can't cooperate with the Beijing Olympic Organizing Committee. I can't cooperate with CCTV to sponsor the whole event or sports team. I will sponsor the hosts and reporters of the event.

A week later, Lining again attacked and signed an agreement with the Argentina Basketball Association. The two sides agreed that the last Athens Olympic champion Argentina men's basketball team will wear Lining's robe and appear in the Beijing Olympic Games.

And 4 months ago, Lining signed the Spanish men's basketball team to win the world basketball championship in Japan.

This means that after a year's Olympic Games in Beijing, the men's basketball Olympic champion and world champion will both be dressed in Lining's brand and join in the gold medal competition.

By the end of May this year, Lining, who had been preparing for a few months for the Olympics, had created a starlit "Lining delegation", including the Chinese shooting team, the diving team, the table tennis team and the gymnastic team.

Lining will provide clothing for them, and the four teams won more than half of the gold medals of the Chinese team in the 2004 Athens Olympic Games.

There are also some "international columns" in the Lining delegation: the Swedish Olympic team, the Argentina basketball team, the Spanish basketball team and the Sultan track and field team.

Lining will provide clothing for them.

Among them, the signing of the Swedish Olympic delegation made Li Ning Co the first Chinese brand to sign a foreign Olympic delegation.

Lining's preparations for the war are far from over.

According to Miss Tang, who is in charge of Lining's public relations, told Li Ning Co that in June this year, the Li Ning Co will sign a contract with the Spanish Olympic Organizing Committee to become a clothing supplier of the Spanish Olympic delegation at the 2008 Olympic Games.

In May 9, 2007, when this reporter called Yang Gang, general manager of Li Ning Co brand, trying to restore the process of Lining's creation of these non Olympic marketing ideas, Yang Gang declined with the idea of "being in a meeting and not answering conveniently".

After many verification, we found that Lining's strategy of saving the country by using non Olympic marketing can be traced back to the 2006 Doha Asian Games.

At that time, when CCTV broadcast the Asian Games program, the CCTV reporters and hosts appeared on the "Lining Costume", which made many Chinese audiences sitting in front of the TV mistaken that Lining was the Chinese clothing sponsor. This made the Nike who was heavily sponsoring the Asian Games delegation depressed.

We can imagine that in the 2008 Beijing Olympic Games, Lining's "gourmet painting" would make Adidas's depression more than the geometric magnification of Nike two years ago. At that time, the Adidas executives who came to Beijing to watch the game would find that the presenters and presenters before the TV were dressed in Lining's costumes. The emergence frequency of Lining Logo might be comparable to that of the heavy Adidas.

Today, Lining is somewhat similar to the Lenovo Lenovo before IBM: both of them have established a dominant position in the country, but the footsteps of the pursuers have been heard behind them. Both of them have performed poorly in overseas markets, but they regard the Olympic sponsorship qualification as a straw to save overseas markets.

But the difference is the result, Lenovo is now one of the sponsors, and Lining has been defeated.

The dismal data in overseas markets are torturing Lining's opening of Lining's 2006 financial statements. You will be disappointed with Lining's performance in the overseas market: Lining's turnover in the international market is only 0.9% in the past year, 12.3% less than the previous year.

But in disappointment, you can still see a bit of hope: Lining's advertising and marketing expenses in 2006 were 521 million yuan, an increase of 38% over the same period, ranking the top two among the expenses. This reflects Lining's determination to build brand awareness and reputation.

Although Lining has already embarked on the road of light assets operation by Adidas and Nike, he has outsourced the manufacture and retail distribution of most products, focusing on design, development and marketing.

But limited by capital strength, it is unable to carry out large-scale brand promotion in the world like Adidas.

An embarrassing phenomenon followed Lining.