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Lining Struggled To Make "Made In China" To The End?

2012/2/9 11:21:00 34

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"Everything is possible" and "JUSTDOIT".

Lining

One of the advertising slogans is

Nike

Is the advertising language very similar? Yes, Lining's sports brand has come to this day, and it is entirely based on this imitation.

But unlike Nike, the Chinese sports brand, led by Lining, focuses more on product sales, blindly copying and imitating each other, and then goes to a blind alley.

Lining is just a microcosm, in the 90s of last century, all kinds of domestic sports.

brand

Springing up like mushrooms, especially some famous athletes, is directly naming brands with their own names. A large number of new strength players, whose predecessor is the coastal international sports brand subcontracting enterprises, directly use mature foreign products to rely on their own gourd.

In 2003, only one sports brand in Jinjiang, Fujian, had more than 40 advertisements on CCTV's five sports channel.

At the beginning of the year, the raging domestic sports brand was plunged into crisis. Lining, the leader of the leading industry, had to announce the big layoffs, adjust the organizational structure and reduce the cost of personnel because of the sharp drop of net profit in 2011 by 50%.

The crisis of sports brand in China reflects the crisis of China's imitation products.

We can see a simple set of data.

Anta

In 2010, the research investment was 100 million yuan, and Lining was 250 million yuan, which is the top level of domestic counterparts.

However, the production of international giant products like Nike and Adidas is for other companies. The biggest cost of these international giants is scientific research and brand promotion.

Taking Nike as an example, its annual investment in new product research is about 5-10% of sales revenue. According to its sales income of 19 billion US dollars in 2010, the cost is about 1 billion 500 million US dollars, which is nearly 40 billion times that of Lining.

Lining is a microcosm of Chinese enterprises. More and more products are facing the choice of life and death in the process of making from China to China.

Compared with the proportion of 5-10% in the world's top 500 enterprises, the research investment of innovative enterprises in China accounts for only 1.86% of sales revenue, and the proportion of other large and medium-sized enterprises in China is even less than 1%.

And when the days of competition relying on cheap labor are gone, technological innovation will become an important competitive force.

Unfortunately, many Chinese enterprises are short-sighted, and the lack of innovative enterprises is not easy to develop in the international competition.

Therefore, the "Lining phenomenon" may be just the beginning.