Lining Makes Great Efforts In Olympic Marketing

With the rapid growth of China's sporting goods industry and the sustained and steady growth of China's economy, coupled with the favorable environment of the 2008 Beijing Olympic Games, sports goods brands are eager to win.

International brands have increased their investment in China and raised the Chinese market to a strategic level.

阿迪達(dá)斯先聲奪人，憑借雄厚的實(shí)力及與國(guó)際奧委會(huì)的長(zhǎng)期良好合作關(guān)系，成為北京2008年奧運(yùn)會(huì)第七個(gè)合作伙伴，并因?yàn)槭召?gòu)銳步而將在中國(guó)乃至全球都具有重要影響力的籃球巨星姚明納入懷中；NIKE作為全球體育用品行業(yè)的霸主，在中國(guó)市場(chǎng)上除了重視一線城市的銷售渠道擴(kuò)張外，也加快了對(duì)于二線、三線城市的布局，謀劃通過(guò)渠道下沉，加強(qiáng)在中國(guó)市場(chǎng)的競(jìng)爭(zhēng)力，它之同時(shí)把中國(guó)最耀眼的明星，劉翔、易建聯(lián)握在手里；2007年成功于香港上市的“晉江系”安踏越來(lái)越受到關(guān)注，運(yùn)動(dòng)鞋持續(xù)多年市場(chǎng)占有率第一，上市之后完成對(duì)公司結(jié)構(gòu)、運(yùn)營(yíng)機(jī)制的重大調(diào)整并從股市募集了巨額資金，它向李寧的中國(guó)第一品牌發(fā)起了最強(qiáng)有力的沖擊；三六一度、特步、鴻星爾克、匹克、喬丹等眾多“晉江系”品牌的快速崛起，對(duì)中端體育用品市場(chǎng)產(chǎn)生了強(qiáng)烈的沖擊。

In the industry environment, Lining can be described as "arduous". Facing the extrusion of international brands above, he must withstand the strong impact of the "Jinjiang Department" brand.

As a leader in China's sporting goods industry, Lining has made the effort.

Olympic marketing 2008 Olympic Games is undoubtedly a grand event of China's sporting goods industry.

Although Adidas has achieved the commanding heights of "partners", Lining can not afford to let himself go. The Olympic Games are the Olympic Games of all of us, and the Olympic Games of China. The Li Ning Co has launched an offensive to plan a powerful "Olympic" cake.

In November 8, 2007, Li Ning Co released the Olympic strategy with "hero" as its theme in Beijing, and launched the three major plans of "heroic team", "hero gesture" and "hero return".

The "heroic team" refers to China's most advantageous sports team, which is sponsored by China's Li Ning Co to sponsor four Chinese diving, table tennis, gymnastics and shooting, which is expected to win the 50% Olympic gold medal of the Chinese Legion. With the outstanding performance of the sports team, it displays and spreads Lining's brand.

In addition, Lining also signed Sweden, Spain Olympic team and Argentina Olympic basketball team, and Sultan, Tanzania track and field team and so on.

"Hero gesture" is a gesture similar to "L" designed by Li Ning Co to show victory.

"Hero return" means that Li Ning Co will work with some foundations to build a hope school for four sports teams sponsored by Lining in the hometown of athletes who won the title in 08 years, and named after athletes.

It is worth mentioning that Li Ning Co has launched a powerful "blocking marketing" quickly after losing the official sponsor's qualification.

The Li Ning Co and CCTV sports channel held a signing ceremony in Beijing to launch an exclusive cooperation: from January 1, 2007 to December 31, 2008, all the hosts and reporters on the sports channel will be wearing products provided by Li Ning Co. Lining Logo will appear frequently along with the sports channel.

Relying on China's most authoritative and powerful media CCTV, Lining is likely to give consumers an illusion that Li Ningcai is an Olympic sponsor.

For brand communication, what matters is not what the enterprise does for the brand, what the brand is, what matters is what your brand is in the mind of the consumers, they know what your brand has done.

Capital operation has opened up the distance for the impact of the rise of many second-line sports brands, and Lining, who hopes that the product line will be enriched and the comprehensive operation of sporting goods, has finally embarked on the road of capital operation.

In mid November 2007, Lining issued a notice that its company bought a total of 57.5% yuan in Shanghai red double happiness Limited by Share Ltd with a total price of about 305 million yuan. The company has the famous table tennis brand "red double happiness".

This has made Li Ning Co a leader in global table tennis and indoor sports, and Li Ning Co has also extended its business to table tennis.

This field will play a synergistic effect with its original business. The double happiness of Lining can benefit from the strong sales network of Lining, which has a very good support for the professional sports image of the brand. Besides, table tennis is China's national ball. It has a very wide range of fans in China and has a good market prospect.

In addition to the first domestic market share in table tennis, red double happiness company has a good market performance in badminton, weightlifting and other sports equipment, and also involves some ball products business.

Lining's acquisition of red double happiness through the holding company has also added a new source of profit growth for the company to enter the business closely related to its main business, and has enhanced the strength of the enterprise - a leading business has been added, and its influence on sports equipment has been increased.

Through this kind of capital operation, Li Ning Co not only further opened up the distance from the second tier brand, but also effectively prevented the second line brand from its own development, acquisition and other aspects of its impact on table tennis, badminton and other fields.

The listing and acquisition of capital operation is a way to rapidly expand the business.

Throughout China and even the world, it is rare to rely solely on its own profit accumulation to achieve growth.

A large number of funds have been raised through listing, and there are many people who have achieved rapid growth in scale and strength through mergers and acquisitions.

In 1991, Wahaha (more than 100 employees), who made huge profits in the children global brand network - oral liquid and yogurt, merged the Hangzhou canned food factory with more than 2000 employees, and realized the extremely rapid expansion of enterprise strength. Lenovo acquired IBM-PC business and became the third ranking computer manufacturer in the world after the integration of profits. Its sales business has increased several times. Haier's famous theory of activating shock fish is essentially an asset merger and reorganization.

Lining, a brand strategy, can not sit idly watching the "Jinjiang Department" sports brand's fierce looting of the domestic low-end sporting goods market, and nibble on its market share.

However, the Lining brand is positioned in the middle and high grade. Li Ning Co has no way to fight back against these growing sports shoes and clothing manufacturers in Jinjiang with the help of Lining brand.

A brand new.

Yes!

In April 2007, Lining launched the brand of "Z-DO", which meant the middle and low end market.

The "new move" involves shoes, clothing and accessories. For supermarkets, it has entered many large supermarkets such as Carrefour, Shanghai Lianhua, lotus and so on. The retail price is 100 to 300 yuan.

"New mobile" brand can - Global Brand Network - with the advantage and experience accumulated by Li Ning Co in outsourcing production, product design, brand marketing, product distribution and so on, it can lower the rise of Jinjiang sports brand with lower prices, and expand the market share through multi brand strategy.

China has a vast market and large regional consumption differences, which demand different brands, products and prices.

Li Ning Co has provided a wealth of product portfolio to meet this differential demand through multi brand strategy. It is believed that it has greatly improved its market share.

Jinjiang, the brand capital of many sports brand positioning in the middle and low end, rapid development over the past few years, also proved that the market is broad, there is a market prospect.

With the continuous growth of China's economy, the middle and low end market opportunities are not shrinking but increasing.

Economic growth has increased the consumption power of this group, but there is still a certain disparity in consumption level for high international brands (including Lining).

In addition, the company founded in 1990, after nearly 20 years of rapid development, the strength of enterprises, Lining brand has become China's first sports brand.

Li Ning Co has the strength and conditions to operate multi brand strategy. In 2007, the timing of new brands is appropriate.