Lining And BELLE Were Selected As "2007 China Marketing Benchmarking Enterprises".

The best strategic marketing Award: Lining Beijing Lining sporting goods Co., Ltd. (hereinafter referred to as Li Ning Co) was founded by gymnastic Prince Lining in 1990.

As one of the leading sports brand enterprises in China, Li Ning Co has its own brand, R & D, design, manufacturing, distribution and retail strength.

Over the past ten years, the Li Ning Co has developed from the original single sportswear to the professional sporting goods company, which has multiple product lines including sportswear, sports shoes, sports equipment and so on, mainly selling with Lining brand.

In the first half of 2007, Li Ning Co continued to invest a lot of resources in sponsorship and marketing, constantly optimizing and implementing integrated marketing in all aspects of products, markets and retail networks to highlight brand differentiation and enhance brand image.

To seize the opportunity of the 2008 Olympic Games and promote the internationalization process of Lining brand, Li Ning Co will focus on the marketing work taking the Olympic Games as an opportunity, and has formulated and launched the "hero" series of the three Olympic strategic plans.

The heroic team plan: in 2008, Li Ning Co will sponsor 4 teams of Chinese table tennis, gymnastics, diving and shooting, the two world champions of Spain and Argentina, and the "hero team" of Sultan athletics team, Sweden Olympic delegation, Spain Olympic delegation and special Rosa of Ethiopia.

Li Ning Co will take these "heroic teams" as the core of Olympic strategy. In addition to strengthening the preparation of Olympic related equipment for the "heroic team", a series of marketing activities with the theme of "heroic team" are also in progress.

Next year, the "heroic team" will continue to make appearances in an anticipating manner to spread Lining's brand proposition "anything is possible" in a way to break through the challenge.

The heroic gesture plan: as one of the important contents specially formulated for the 2008 Olympic Games strategy, Li Ning Co also issued a unique "L" gesture.

The significance of this gesture is that it represents the initials of Li-Ning with the capital letter "L".

The deep core information is a set of words beginning with the English letter "L": Luck, Love.

In the recent Li Ning Co advertisements, Lining's heroic gesture frequently appeared.

Li Ning Co hopes that this vivid potential will be a way to encourage Chinese athletes to work hard and bring good luck to athletes in the field, and win more people's love.

Around the hero gesture, Li Ning Co will also plan a series of activities, so that the gesture that was born in Li Ning Co really belongs to all those who support the Chinese Olympic Games.

The plan for the return of Heroes: Li Ning Co jointly launched the "Olympic hero return plan" jointly launched by the Chinese athletes Education Fund and the China Youth Development Foundation next year. As long as shooting, table tennis, diving and gymnastics, four Chinese national athletes won the gold medal in the 2008 Olympic Games. The above agencies will donate a sports hope primary school named after the athletes in their hometown.

Li Ning Co will spare no effort to popularize the "return plan", hoping that more athletes and enterprises will be involved in similar operations.

Zhang Zhiyong, chief executive of Li Ning Co, believes that the original meaning of sports is to keep people healthy and self-improvement. This spirit is consistent with the hope that children who wish to learn more will receive education through hope primary school.

On the one hand, this plan is to commend the outstanding contributions made by the Olympic heroes to the country; on the other hand, it also inspires athletes and others through this action, and can do more meaningful things after the success to repay the homeland and society.

The system released three Olympic strategies, indicating that Li Ning Co is accelerating its participation in the Olympic Games in its own unique way, and promoting the differentiation of Lining's brand image. It aims to create a brand climate in the hot Olympic atmosphere of Lining.

The proposal of the three Olympic Games also confirms the Li Ning Co's understanding of Olympic marketing for a long time: Olympic marketing is not only a temporary advertising campaign, but also a long-term effect of the Olympic cycle.

Olympic marketing is, in essence, an investment behavior rather than speculation. Only when the Olympic strategy is integrated into the vision can enterprises develop more steadily.

When the experts commented on the fact that Li Zhiqi had spent a lot of money on many famous international companies, but still walked an old way of Olympic marketing, we were surprised to see that Li Ning Co had gone out of the way of Olympic marketing differentiation.

Li Ning Co and the "Olympic partners" missed, we seem to see the failure of the most powerful sports goods companies in China, but when we look at the Li Ning Co's three Olympic strategies, it is easy to find the value of them.

The implementation of the three Olympic strategies is a reflection of the strategic maturity of the Li Ning Co.

The heroic team, the hero gesture and the heroic glory have truly realized the natural agreement between marketing and the Olympic Games, sponsoring the International Olympic groups such as Spain, Argentina and Sweden, and indeed added a lot of points to the internationalization of the Li Ning Co.

The best channel marketing Award: BELLE shoe industry started from the small foundry factory of that year and became the shoe carrier now. BELLE has created many people's dream.

From the layout of retail stores to the development of multi brand businesses, this "vertical and horizontal" network comprehensive development strategy has enabled BELLE to seize the industry's pulsation and realize the leap from developing its own brand to listing.

Listed in Hongkong in May 23, 2007, it became the largest mainland retail listed company in the market value of the Hongkong stock exchange.

Wherever women pass by, there must be BELLE. If you ask a city white-collar woman, "do you know Belle (BELLE)?"

Ten to one she will say, "of course, how can I not know?"

This may seem a bit exaggerated, but with a little attention to many listed companies this year, BELLE is undoubtedly among the most popular companies.

In May 23, 2007, BELLE international listed on the Hongkong Stock Exchange (BELLE international, 1880.HK), financing HK $8 billion 660 million, and broke several records, becoming the largest mainland retailing share listed on H shares.

Why can a private enterprise in the shoemaking industry be so popular with the capital market?

With the average annual growth rate of 10% in China's economy, the growth potential of the Chinese market is unlimited. International capital is very bullish on the mainland's consumer goods market.

However, the general trend is always accompanied by bubbles and moisture, and the real value of BELLE lies in its "real": BELLE's highest decision-making level has a pragmatic style; BELLE's own 3000 stores are mainly located in the first and second tier cities; BELLE, as the most famous international sports shoe distributor in China, has a stable business income, and owns eight brands of "hundred flowers bloom" under its banner.

These BELLE formed a complete industrial chain based on the business style, manufacturing, design, channel and distribution, upstream and downstream of 15 years, forming a unique business mode of BELLE's vertical integration.

In 1991, Deng Yao, a designer born with shoes, introduced her own BELLE brand to the mainland. It officially started BELLE's pioneering career. In this year, CEO Sheng Bai Jiao, a BELLE international, formally joined.

Like many shoemaking enterprises, the early BELLE was also a foundry industry to obtain meager processing fees.

After a firm foothold in the manufacturing industry, Deng Yao, who has a brand ideal, is not satisfied with the survival status of OEM. He has begun to consider building his own brand and starting to expand to the downstream market channel of the industrial chain.

Since 1993, BELLE has been accumulating for 10 years, distributing the sales network in the first and second tier cities.

"Wherever women pass by, there must be BELLE!"

BELLE international CEO Sheng Bai pepper thinks that the consumption of women is very random. If we want to catch female customers, we should get the best shops in the places they often visit.

Consumers can access the terminal channel to occupy the last mile of consumers, and become a resource for many businesses.

On the one hand, in 1998 to 2003, BELLE won the market opportunity by circumventing the "curvilinear" expansion of policy barriers, and at the end of 2004, when the mainland's retail business was fully liberalized, BELLE actually controlled 1681 retail outlets in the mainland.

On the other hand, the department stores occupy 70% of the sales of medium and high grade shoes, but the strength and severity of the shopping mall channels make many manufacturers have a headache.

BELLE has established a multi brand strategy from 2000, and has established Teenmix, Staccato, TATA, and other brands with different styles and market positioning.

In 2006, in the 10 Chinese women's shoes brands, including BELLE, Daphne and fortune bird, BELLE ranked first in sales with 8.2% market share.

BELLE's multi brand binding strategy allows it to have more voice in negotiations with department stores.

In the future, how to strengthen BELLE's dominant position in the channel, BELLE clearly stated in the prospectus that it will use 25% of the proceeds to open new stores, and plans to open 1000 new stores a year, with the focus on expanding the two or three line market.

At the same time, with the rapid expansion of BELLE, with more and more shops and channels becoming more and more sophisticated, how to manage meticulous will become more and more difficult, and marketing itself will become more and more complex.

This is the problem that BELLE should bear in the next few years.

Expert comment / Wang Yifan's conflict between suppliers and distributors is becoming more and more intense today. As BELLE's leading shoe maker, BELLE has built its own marketing network, which has reduced its reliance on traditional channels, and has also given BELLE a new profit growth point -- gaining the agency rights of famous brands such as Nike, Adidas, and other domestic and foreign brands.

In terms of multi brand operation, BELLE's foresight can also be seen.

"Finding the market entry point for enterprises to re develop and gaining higher market profits" is the original intention of most enterprises to carry out multi brand operation.

After years of operation, BELLE has gradually narrowed its development space, creating new brands with different positioning and setting up differentiated operation with the original brands, which is conducive to expanding the market share of enterprises. At the same time, BELLE has accumulated quite a lot in brand influence and various resources, and the newly established brand can share with the BELLE in channel resources and operational resources, thus giving full play to the value of the original resources.

The best Internet Marketing Award: Semir apparel Semir Group Co., Ltd. was founded in 1996. It is a regional group with the characteristics of virtual operation and sales series casual wear as the leading industry.

Since its establishment, the group has gained sustained and rapid development by virtue of the strategy of "brand development" and "win-win operation of rivers and streams".

Semir group owns two online brands, Semir and Barbara, and has more than two thousand and seven hundred stores in the whole country.

Wei Yongcong, the legal person, won the title of "green controversial figure" this year. However, from the second half of 2006, Semir's marketing innovation in the Internet can not be ignored: inviting "sunshine type" idol Nicholas Tse and Twins as brand spokesmen; co operating with Ogilvy, 4A advertising company, designing a new company's home page and advertising website, so that its website won the gold prize in the national website evaluation; Semir also specifically aimed at the 600 million users of QQ, the young fashion crowd, and put the brand clothing style into QQ show through the new media technology, and made cartoon clothing for netizens to choose. By virtue of this new type of placement marketing, the brand promotion behavior and the network entertainment were perfectly bundled together. Internet + star's "cool" marketing, though this year is a bumpy year for Semir, even though "I can't control global warming, but at least I look good", Semir has been controversial.

"Semir will continue.